The NEW Challenges of Marketing on FACEBOOK & How to Overcome Them

Facebook never ceases to amaze me. As soon as you set up sharing automations and think you’ve got it going right, they make changes, and you lose reach. You’re not doing anything different. They changed how things work. Nevertheless, love it or hate it, Facebook is still the number one social media network in the world! So, you have to adapt to their rules and their changes if you want to promote your business on it.

What is Reach?

Reach is the number of people who see your ORGANIC posts. Impressions are the number of times your post shows up on a screen. A viewer may view a post more than once. Then there’s ENGAGEMENT. Those are likes, shares, and comments. Though engagement tells the algorithm that the content is good, it is a vanity metric.

Why is Facebook so Difficult?

Facebook, like most social media networks want the users to stay on their platform. Thus, if you share a link in the post, it will get less reach — fewer people will see it. That defeats the purpose of your posting, right? Recently, you may have gotten a message from them saying that you are only allowed two (2) links per month in Reels (videos). Yes, ONLY two shared links. Why? Besides the fact that they don’t want users to leave the platform, they also want to make money. Hence, if you want to continue sharing links, you can upgrade to a Meta Business Verified Account ($15-500 a month, depending on your needs). Likewise, another option is to do paid ads.

Instead of spending $15 a month guessing who will see your posts, you can do a paid ad on both Faceboom AND Instagram for $15 and pick your audience.

From what I hear, this will eventually roll out to not just Reels but also organic posts. In the meantime, I’ll continue to automate posting to Facebook until they contact me.

If you’re a local brick-and-mortar location, read this article with tips on how one of my clients kept growing his Facebook likes and reach while others were stagnant or losing reach.

Facebook Native Videos — Now Called Reels are Key to More Visibility

Facebook’s vision is to be a “discovery engine” by giving more reach to REELS. In other words, they are competing with YouTube and TikTok.

This is how Facebook realized its vision:

• Made Reels successful.
• Built a world-class recommendations algorithm.
• Unlocked messaging-based sharing.

Facebook’s ‘discovery engine’ means they recommend more content from accounts users aren’t connected to.¹

Have you noticed that on Instagram, you see “suggested” posts from accounts that you don’t follow? That’s their AI — Artificial Intelligence. It’s pulling content that it thinks you may be interested in.

This may help the Challenges for those just starting…

It’s fairly easy to build a following organically on Facebook, especially if you’re just starting. If you’re a B2B business, concentrate on LinkedIn and X. Still, post on Facebook to help with SEO, but don’t expect miracles unless you do paid ads. More on those below. [Related: B2B or B2C or both?]

If you’re trying to reach the consumer (B2C), then here are some tips:

1. Native Videos. Upload videos directly. Don’t just share a YouTube or Vimeo link. Remember, keep the user on Facebook. However, don’t upload the same video over and over again. Here are some ideas for a video strategy.
2. Go LIVE. Facebook wants its users to stay on their site. Thus, they will give more reach and exposure to Live broadcasts and streaming videos. The trick is to engage your customers and followers. Plan it out and promote it well before the event.
3. Post to Facebook 3-5 times a day. Alternate the types of posts between your blog articles, offering news, tips, and advice, a live reel, a couple of articles from relevant or related sources (obviously not competitors), and 1 promotional post a day with a Call-to-Action link back to your website. Use Sendible (affiliate link) to schedule posts.
4. Post long-form content. To catch the attention of the AI Search Bots, you can share a full article in an organic post. You get 63,206 characters! You get 8,000 characters in a comment and 20,000 characters in a message. Depending on the device — desktop or mobile — the post will be truncated (shortened). So, put your keywords or phrases at the beginning. (Source: Lettercounter.org)
5. Encourage User-Generated Content (UGC) from your customers. If they post pictures of themselves enjoying your services, products, food, etc. They will tag the location and/or your company page.
6. Join groups. Some Groups on Facebook allow pages to join. However, be aware of each group’s rules and respect them. Do not spam the groups. They will kick you out.
7. Post good quality content. Go for quality over quantity always. Answer people’s questions.
8. Have a “Like us on Facebook” button and/or widget on several pages of your website — especially your blog — to make it easy for people to Like your page. (This also applies to the other social networks.)
9. Like and Comment on other people’s business pages as your page. Long comments carry more weight than short comments. Comments are more valuable than if someone just likes a post. (I can show you how to do this in a coaching session.)
10. Invite your friends (personal) to like your page. Furthermore, be alert to those who will only like it because it’s you and have no interest or need for your products or services. They do, however, make good referral sources.
11. If you have an email list, send them instructions on how to see your posts first. Take a screenshot of your page with the “Follow” drop-down showing where they select “Add to Favorites”. Tell them if they don’t want to miss your content or special promotions, to do this. (Feel free to use this graphic to make it easy.)

Here are some more Facebook Marketing tips:

• Absolutely use Facebook if you’re a B2C business.
• Have a strategic plan written out before you jump in.
• Check your Insights at the end of each month to see what worked and what didn’t work, and to see how your following is growing (or not). Has your reach steadily increased over time?
• Download your stats from Insights and see which types of posts got the most engagement, then post more of those.
• Respond to people who comment on your page. The more you do this, the more Facebook will like you and give you more visibility. People are more likely to buy from companies that respond on social media. And that applies to the other networks, too. Social media is about community and building relationships.
• Realize that you own your email list. Facebook owns your FB audience.
• Encourage your happy camper customers to review you on Facebook (and Google, too!) Put links to your profile in the Thank You email.
• Don’t ask for likes, shares, or comments on your post. If your content is good, and your audience likes it, hopefully, they’ll like it enough to engage with it.
• Check your notifications. If someone liked your post and they’re not a follower yet, Facebook will let you know, and you can invite them to like your page. There’s a good chance they will.
• Make sure your “Like on Facebook” button or icon and link are on your email signature and in ALL your promotional emails and newsletters.

Above all, know your audience. Your strategy should be based on who you’re trying to reach.

The Challenges with Advertising on Facebook

Doing paid advertising on Facebook is challenging. (Which is one of the reasons I don’t provide the service. I encourage organic (non-paid) content marketing.) However, I recently helped a client set up a Facebook ad. She relaunched a nonprofit and wanted to reach a new market. When she had the nonprofit before, she grew her Facebook likes to over 2000. Unfortunately, since it’s been dormant for several years, we needed to reach those followers.

We noticed that organic posts were only getting a reach of 9. Yes, 9. Out of 2000! That’s why she wanted to do an ad. We went through Facebook’s Business Suite and built a carousel ad with several graphics in a slide show. We picked the audience and sent it off to be approved. It was rejected.

Of course, they don’t tell us WHY it was rejected. They just said it violated its usage terms and gave us a link. We looked at the audience and the text in the ad, reduced the audience, removed text that might offend their sensitive algorithm, and resent it. It was rejected AGAIN.

At that point, it’s useless to try to argue with their computer. You can drive yourself crazy trying to figure out what word or phrase is offending it. Unfortunately, unless you’re a verified creator or business, you won’t be able to get customer support.

Now, we were stuck. After some thought, I suggested that she create a post introducing the organization, and then boost the post to her fans and their friends. The ad was approved, and she did get some click-throughs to the website.

Spending money advertising on social media SHOULD NOT BE THIS DIFFICULT!

What are Facebook’s Current Statistics (2025-2026)?

Still, it’s Facebook, and you can’t deny its usage statistics.

• 3.07 billion global users
• 279.8 million users in the U.S.
• 76% are women
• Average session lasts 10 minutes
• 2.11 daily active users (DAU)
• 69% of monthly users log in daily (global)

Sources: Quantumrun, Resourcera.com, Demand Sage

Moreover, keep in mind that Facebook is not the only game in town! You can advertise on Instagram without going through Facebook. There’s also Pinterest for the B2C market and LinkedIn for B2B. Similarly, YouTube is a good place to get high exposure for both. Other digital advertising outlets are popular blogs and magazines that your target audience frequents.

If you struggle with how to put a strategy together, I can help you with that. Click here to schedule a free 15-minute call.

Facebook Frequently Asked Questions

Related Content:

• Help! My Facebook Page Was Hijacked! How it Happened and What to Do
• Can your Facebook Page Initially Serve as your Website?
• How to Make Multiple Personal & Professional Profiles on Facebook for More Reach!

Giselle Aguiar

Giselle Aguiar is a social media, inbound and content marketing strategist and trainer helping business owners learn how to leverage the power of social media marketing, increase traffic to their websites, generate leads, increase brand awareness and establish themselves as experts in their fields.

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