Here’s something you may not realize: Facebook doesn’t want you to succeed organically.
(And by organically, we mean getting people to like your page and see your posts without paying or boosting)
I meet with business owners all the time talking about the work and effort they’re putting into their Facebook pages. They spend hours editing photos, updating information, and posting new stories.
And it’s pretty much all a waste.
The truth is Facebook makes money off of advertising. They don’t make money when you succeed organically.
This means they have a disincentive to help you reach people organically.
And this has been going on for years.
Back in 2012, the official Facebook for Business page made a post declaring that on average your post only reaches 16% of your audiences.
That means for all the work you put into building up your page, your audience, and posting content, only 16% of people on average see it.
That means on average 84% of people NEVER SEE YOUR CONTENT.
Organic Facebook is nearly dead.
Sure, there are a few pages that are killing it and making really good content. But they are the exception rather than the rule.
Most small business owners are failing epically.
But it’s not their fault. The deck is stack against them. The house always wins. And you’re playing with the house rules.
So what does that mean for your Facebook presence?
It means that you need to figure out what Facebook’s incentives are.
Facebook has a HUGE incentive to ensure their paid advertising platforms actually help your business grow.
This means they work hard to give you the tools as long as you are willing to pay.
Facebook is now a pay-to-play platform.
And that’s fine. Because the tools are powerful.
But we don’t want to pay to get someone to “Like Our Page”. Instead we want to get them off of Facebook onto a platform we control as quickly as possible.
Usually that’s either a website or through email.
Facebook is a great tool to get attention. But it’s a terrible platform to build a relationship with your customers.
And know that if you want massive success on the platform, you’re going to have to pay.
It’s that simple.