The Facebook playbook

Facebook is the platform people assume is dead and that quietly drives more small-business revenue than the shiny new ones do. Organic reach on Pages is brutally low, but the platform remains a cornerstone for local businesses, boomers+, and anyone selling to family-focused demographics.

What Facebook is still great at

• Local community. Facebook Groups for neighborhoods, niches, and professional circles remain active and highly engaged.
• Events. Local events on Facebook still drive real-world attendance for events happening in a specific place.
• Paid advertising. The ad platform is still one of the most sophisticated and cost-effective.
• Messenger for customer service. A lot of customers will DM a Page before they email or call.
• Marketplace. For physical goods, Facebook Marketplace is a real sales channel.

What to stop doing on Facebook

• Expecting organic Page reach. A typical Page post reaches 2–4% of followers. Don't build a strategy around this.
• Copying your Instagram strategy here. The audience skews older; the content that works is different.
• Posting without a boost plan. Most Page posts should have $20–$50 of boost behind them if they're meant to actually reach an audience.

The three high-leverage Facebook tactics

1. Groups (yours or others')

If your customers are in a Facebook group, be in it. Contribute genuinely before ever selling. Many small businesses have built entire customer bases this way — a few thoughtful replies per week in a 10,000-member group can drive more leads than months of Page posting.

Starting your own group for your customers or niche is slower but creates a permanent asset. Admin time is real — budget 2–3 hours/week.

2. Boosted posts with specific targeting

Create normal posts organically. When one performs well, boost it to lookalike audiences of your existing customers. Budget of $25–$100 per boost. This is one of the best paid-social tactics there is.

3. Ads with video creative

Facebook's ad platform is still best-in-class for cold audience acquisition. Video ads work especially well — a 30-second phone video with a clear hook and CTA will outperform polished ads most of the time.

Content types that work on Facebook Pages

• Photos of real people (you, team, customers) — algorithm loves faces
• Short posts that drive comments (asking opinions)
• Event announcements
• Live videos (genuine algorithmic boost)
• Links in the first comment, not the body (reach bonus)

The weekly cadence

• Monday: useful post (tip, how-to)
• Wednesday: community post (customer spotlight, event)
• Friday: behind-the-scenes or offer
• Daily: 10 minutes responding to DMs and comments