Meta platforms—Facebook and Instagram—are some of the most powerful tools for businesses to connect with their audience. With over 2.96 billion monthly active users on Facebook and over 1.6 billion active users on Instagram, the potential reach is undeniable. 

But for small businesses, thriving on these platforms isn’t as simple as creating a page and posting content. The question many small business owners ask is: Do we need to advertise to succeed?

The short answer is yes—advertising on Meta platforms is no longer optional for most small businesses. Let’s dive into why advertising matters, what it can achieve, and how small businesses can maximize their results without breaking the bank.

Why Organic Reach is Declining on Meta Platforms

Organic reach is the number of people who see your posts without paid promotion. Organic reach has been steadily declining on Meta platforms. According to recent studies, the average organic reach for Facebook business pages is as low as 5.2%. This means if your page has 1,000 followers, only about 50 people may see your posts.

Several factors contribute to this decline:

1. Algorithm Changes: Facebook and Instagram prioritize content from friends and family over businesses. Although, last month Meta CEO announced they would start prioritizing content interest over friends and family content. In other words, they are anticipating what you are interested in based on your previous activities and then shows you related content. 
2. Content Overload: With millions of posts daily, competition for visibility is fierce.  Facebook has limited space to show content and prioritizes the most engaging and relevant posts for each individual user.
3. Pay-to-Play Model: Meta encourages businesses to use ads to reach their audience. Meta makes the majority of its revenue from advertising, so it's in their best interest to limit organic reach and push businesses towards paid advertising options.
4. User Behavior: Many users are becoming more selective about what they engage with on social media, carefully choosing the content that aligns with their interests and values. This shift in behavior has led to a noticeable decrease in overall engagement with business pages, as users prioritize authentic, meaningful interactions over promotional or generic content. 

For small businesses, relying solely on organic reach is no longer enough to achieve meaningful engagement or conversions. To combat this decline in organic reach, businesses need to adapt their strategies and focus on creating high-quality, engaging content that resonates with their target audience. This includes utilizing video content, which has been shown to have higher engagement rates on social media platforms.

The Benefits of Advertising on Meta Platforms

While organic strategies still have value, advertising provides small businesses with several key advantages:

1. Expanded Reach

With ads, you can reach thousands of potential customers who wouldn’t otherwise see your content. You’re no longer limited to your existing followers.

2. Precise Targeting

Meta’s advertising tools let you define your audience with remarkable precision. You can target users based on:

• Demographics (age, gender, location).
• Interests (e.g., interior design, small business growth).
• Behaviors (e.g., recently engaged, shopping habits).
• Life events (e.g., new homeowners, recent retirees).

3. Budget Flexibility

You don’t need a massive budget to see results. Many small businesses start with just $5–$10 per day and gradually increase as they see success.

4. Retargeting

Retargeting allows you to re-engage users who have interacted with your brand but didn’t convert. For example:

• Show ads to users who visited your website.
• Reach people who engaged with your Instagram posts.

5. Measurable Results

With Meta’s analytics, you can track the performance of every ad, allowing you to optimize campaigns in real time.

Common Challenges Small Businesses Face on Meta Platforms

Before diving into advertising, it’s essential to understand the challenges small businesses face:

1. The Content Dilemma

Many small businesses struggle to create content that truly resonates with their audience and drives engagement. Crafting posts that are both engaging and high-quality can be a challenge, especially when resources and time are limited. Without content that captures attention and provides value, both organic reach and paid advertising efforts risk falling flat, leaving businesses unable to connect with potential customers effectively.

2. Time and Resources

Managing a consistent posting schedule and ad strategy requires time, effort, and expertise that many small businesses lack. Between managing day-to-day operations and trying to keep up with the ever-changing landscape of digital marketing, it can be challenging for small businesses to devote enough resources to create and implement a successful advertising plan.

3. Budget Constraints

Another significant challenge faced by small businesses is budget constraints. Advertising can be an expensive endeavor, especially for those just starting or struggling to stay afloat. With limited funds, it’s crucial for small businesses to carefully consider how they allocate their advertising budget and make every dollar count.

4. Competing Against Big Brands

Unfortunately, big brands have a significant advantage over small businesses due to their established name recognition and larger budgets. This makes it difficult for smaller companies to compete on the same level, despite having unique selling proposition. 

Small businesses face several obstacles when marketing on Meta platforms, making it difficult to gain visibility and connect with the right audience. However, success is still within reach. Let’s explore practical strategies to help small businesses thrive on Meta platforms, even with limited resources.

How Small Businesses Can Succeed on Meta Platforms

Despite the challenges, small businesses can still thrive on Facebook and Instagram by combining organic and paid strategies. Success requires a mix of engaging content, strategic advertising, and consistent audience interaction. Let’s explore key tactics to maximize results.

1. Leverage Paid Ads for Greater Reach

Relying solely on organic reach limits your visibility. To expand your audience, invest in targeted ad campaigns. Start small with a budget of $5–$10 per day, focusing on high-impact goals such as:

• Boosting well-performing organic posts.
• Promoting a lead magnet (e.g., a free guide or webinar).
• Driving traffic to your website or online store.

Tip: Test multiple ad variations (images, headlines, and copy) to see what resonates best with your audience before scaling your budget. Luckily Meta’s ad tool allows you to create different versions and it tests for you. 

2. Create Engaging, Authentic Content

Even with advertising, content is king. High-quality, engaging posts capture attention and build trust. Share a variety of content types, including:

• Behind-the-scenes looks at your business.
• Customer testimonials and success stories.
• Quick tips and educational insights related to your industry.

Tip: Video content consistently outperforms static posts. Short-form videos (Reels, Stories) get higher engagement and should be a priority in your content strategy. It also allows you to show your authenticity, which people love. 

3. Engage With Your Audience

Social media isn’t just about broadcasting content—it’s about building relationships. Actively respond to comments, messages, and interactions to foster a strong community. Utilize interactive features such as:

• Instagram Stories with polls and Q&A stickers.
• Facebook Groups to create niche communities.
• Live videos to connect with followers in real-time.

Tip: Set aside at least 15–30 minutes per day to engage with your audience. A quick response time increases trust and visibility in the algorithm.

4. Track Your Analytics & Optimize Strategies

Consistently reviewing your performance metrics helps you refine your approach. Meta’s Business Suite provides insights on:

• Which posts drive the most engagement.
• Ad performance (click-through rates, cost per conversion).
• Audience demographics and behaviors.

Tip: Pay attention to audience behavior patterns—what time of day they engage most and what content formats they prefer—to fine-tune your posting schedule.

5. Use Retargeting Ads to Re-Engage Interested Customers

Retargeting is a powerful way to convert warm leads into customers. According to Wordstream, retargeting ads can boost click-through rates by 10x compared to standard ads. You can show ads to users who have:

• Visited your website but didn’t make a purchase.
• Engaged with your posts or watched a video.
• Added products to their cart but didn’t complete checkout.

Tip: Use Meta’s Custom Audiences feature to retarget past website visitors or email subscribers with exclusive offers or reminders.

Small businesses can succeed on Meta platforms by combining smart advertising with authentic engagement. By leveraging paid ads, creating compelling content, interacting with your audience, tracking analytics, and using retargeting, businesses can maximize their reach and drive results—without wasting resources.

Key Statistics to Remember

• 5.2%: Average organic reach for Facebook pages.
• 61%: Percentage of marketers who say generating leads is their biggest challenge.
• $5–$10/day: Starting budget for effective Facebook and Instagram ads.
• 10x: Increase in click-through rates for retargeting ads compared to standard ads.

Is Advertising on Meta Platforms Right for You?

The answer depends on your business goals and resources. Advertising on Meta platforms offers unparalleled reach, precise targeting, and measurable results, making it a game-changer for small businesses. However, success requires a thoughtful strategy, engaging content, and consistent effort.

If your business is ready to grow, Meta platforms can be a valuable part of your marketing toolkit. At Behind the Design’s Your Fractional Marketing Team, we specialize in helping businesses navigate these platforms with strategies tailored to their needs. Ready to take the next step? Set up a free marketing assessment today.