Facebook Pay To Play: What To Do – Small Business Oregon

For business owners Facebook is becoming more and more a “pay-to-play” model. You’ve put time and money into building your business pages

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For business owners Facebook is becoming more and more a “pay-to-play” model. You’ve put time and money into building your business pages ‘likes’, creating relationships, content creation and curation, So what do you do?

facebook business
facebook business (Photo credit: Sean MacEntee)

On the one hand, businesses have never before had a free media platform through which to build our brand and communicate to current customers, so this was bound to happen. But on the other hand, though big businesses may be able to swallow the new pay-to-play rules, it’s challenging for small businesses that don’t think they can afford to advertise.

Prior to changing the algorithm Facebook had created a platform that allowed small business to close the gap with the big boxes. The cost was much less to compete with big boxes talking to consumers on Facebook  than radio, television or print.

Here are some simple takeaways for small business owners wondering what their next step should be:

Experiment with Facebook ads. While Facebook did take away our FREE reach, they did give us some new tools to target your reach. With Facebook ads you can now target them for likes, page post engagement, website hits, website conversions, event responses and more. You can target, gender, age, location and interests. Set your budget and target audience and give it a try.

Experiment with other social-media platforms. Is your business on Twitter? LinkedIn? Instagram? How about YouTube, SlideShare, Pinterest? While they don’t have the market share that Facebook has they all have their niche that attracts consumers, find the social media platform whose niche best works with your business category and give it a try.

Create Entertaining, Educating and Contest Content. Instead of paying Facebook for ads, invest in awesome original content. Create content within your brand/image that is going to make people want to ‘like,’ ‘share,’ ‘comment’. Work with contest apps and do even more to get your page even more involved with what you’re posting.

What not to do. Don’t panic. Facebook is still an incredible direct marketing tool and it is more cost effective than a lot of your alternatives.

If you’re looking for help on how to market your business page, have questions on Facebook ads, how much, and how often? What social media platform suits your business best? Contact Paradux Media for a free consultation.


Mike Frey

Prior to co-founding Paradux Media Group Mike spent more than 15 years in the world of marketing and advertising. During that time working with hundreds of locally owned businesses he developed an appreciation for minimizing client’s dollars while maximizing tangible results for those clients.

His unique approach to buying media does not follow convention, but it does yield results that exceed those experienced by the more traditional methods. His goal is to provide only the assistance a client needs – and no more, thus minimizing unnecessary cost to the client

Mike is a talented and prolific script writer, ensuring that the client’s brand position is portrayed in a unique and attention grabbing manner. He specializes in story-arcs which evolve both the understanding of the clients’ brand as well as the capture and engage customers’ attention over time.

Mike learned marketing and advertising the hard way — selling it for a living. He was mentored by some of the brightest media, marketing, and advertising minds in the business and was extraordinarily successful in his endeavors. His clients universally agree that he brings a practicality to the business, appreciating their needs while offering options that will allow them to leverage their marketing investment into the future.

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