Gather around, children, and let me tell you a story of Facebook advertising in the long-forgotten year of 2012. In that gilded age, whenever your page posted an update, up to 20% of your followers would see it in their feeds organically.
It was a simpler time. A gentler time. And a time when Facebook took in a lot less revenue from advertisers.
Then in 2016, organic reach fell off the cliff (Or was it pushed?), sinking to as low as 2% of a page’s followers.
The moral of the story is: If you want to reach a sizable audience on Facebook now, you’re going to have to pay. But as our friends (and clients) over at LinkedIn Marketing say, “Organic is good. Paid is better.”