Consumer Behavior

Don't kid yourself. Facebook is not broken. It is functioning exactly as designed. Organic reach for business pages has steadily declined, while paid advertising has become the default requirement for visibility.

When businesses reduce or remove Facebook as a primary marketing channel, the outcomes are surprisingly consistent, and they don’t match the anxiety.

Once you accept that Facebook is structurally unreliable, the next question becomes unavoidable. If not this… then what?