Facebook pay to play, should you? via @scalablesocial #Facebook

Facebook Admits “Pay to Play” – Should You?

Facebook pay to play, should you?  via @scalablesocial #FacebookLast week, an article in Adage confirmed what Facebook marketers had suspected all along – Facebook is throttling the reach your Facebook Page updates get, in order to encourage page admins to pay for Facebook ads.

In fact, documents received by Adage imply that the reason to maintain a Facebook page is to make for more effective paid advertising. This is a huge shift.

Should You Pay for More Facebook Exposure – Or Move On?

It depends. Consider paying for Facebook ads:

  • If Facebook is where your fans are and,
  • You used to have great engagement that has slowed recently (it sounds likes can be expected to continue to slow) and,
  • The engagement alone is worth the investment or,
  • Your Facebook interactions and exposure results in leads or sales.

How can you know if Facebook is profitable for you? Check out our eBook on Online Marketing ROI.

Why We Won’t Shutter Our Page

While our Facebook page does give us some website traffic and some leads, at this point, it does not look like it is worth it for us to pay for more Facebook exposure, so we’ll continue to see our reach and engagement decrease. With that in mind, we won’t be posting as often as we used to, and have absolutely adjusted our expectations (that happened months ago).

However, Facebook is still a huge platform and customers, prospects and business acquaintances EXPECT us to be there, so we’ll stay. It is also one of the prime ways we interact with other marketing agencies – and those relationships are worth maintaining!

Even for businesses that do not specialize in online marketing should consider maintaining their Facebook page despite dismal exposure and engagement. It builds trust, and not being there may detract from your credibility. Though your updates will not show up in newsfeeds often, you will still be discovered in searches.

What We’ll Tell Our Customers About Facebook “Pay to Play”

If Facebook is a good platform for you, consider paying to promote your updates. It just makes sense. There is not point in boycotting the platform as a protest if it’s going to hurt your business. As a business itself, Facebook needs to pay the bills, and it’s their right to change the rules whenever they like.

This is another reason you need to maintain your own website and diversify to other platforms. If you were dependent solely on Facebook for online marketing, you are really left without a choice now. You’ll need to pay for Facebook exposure for now, even if you start diversifying.

That said, do diversify! Consider other platforms such as Twitter, Google Plus, Pinterest, YouTube and others that might make sense to your business.

If You Choose to Pay to Play

Hire someone who knows what they are doing to set up and manage your campaigns. While it is very easy to promote a post, it is not the best use of your money. In the long run, you’ll be better off paying to have it done right.  Better yet, hire someone who understands how to increase traffic and leads from your online marketing. We can help with that. Claim your consultation today.


Article Name
Facebook admits It’s Pay to Play – Should You?
Facebook is admitting you’ll need to pay to get your status updates seen. Should you? We’ll help you decide.

About the Author Alisa Meredith (311 Posts)

As co-owner and chief inbound marketing consultant at Scalable Social Media, Alisa Meredith spends a lot of time keeping up with online marketing trends for the benefit of our customers. Computers have been a passion of hers since her first T1-99, so inbound and social media marketing is a natural fit.


  1. Much like you we’ll be considering audience, interaction and ROI very carefully over the next few weeks and then – more than likely – decreasing Facebook time for most of our clients, focusing on other, more beneficial avenues and platforms.

    • Alisa Meredith

      Great to see you here, Mallie! What do you think of my suggestion to maintain a presence, regardless? Do you feel it is still important to show up to the party in case someone comes looking?

  2. Interesting article, Alisa! After going the route of targeted Facebook ads to grow our Facebook presence and increase engagement, the writing is on the wall. There is just not enough ROI for us to continue putting time and effort into Facebook.

    However, I recommend to clients and will follow my own advice: keep a Facebook page for your business because that is the one platform customers and prospects expect you to have. Everyone has heard of Facebook. Google+ not so much. And you are correct; it is still good for SEO.

    Thanks for a great post!

    • Alisa Meredith

      Great to see you here, Michelle! Also, nice to hear from someone who has given it a try. I can see that for some it might be helpful, but for us, as for you – not so much! Thanks for sharing your experience with us.

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