Every few months someone declares Facebook dead. Usually on Facebook. The platform stubbornly refuses to die, and for most small businesses in Newcastle it still drives a shocking amount of enquiries, especially in home services, hospitality and anything that sells to people over 35. So let's update the playbook.
Do: treat your page like a shop window
Your cover photo, pinned post and about section are your shop window. If someone lands on your page cold, those three elements should tell them who you are, what you do and why they should care, in about six seconds. Most pages fail this test because they last updated their cover photo in 2019 and pinned a post about a Christmas opening hours change.
Don't: post the same thing you posted on Instagram
This is the lazy pattern that tanks Facebook reach faster than anything. Facebook's algorithm can tell when content was built for another platform. It'll throttle reach accordingly. Native videos, native text posts and native photos all outperform cross-posted Instagram Reels. Yes, it's more work. That's the job.
The dos
- Do join relevant local groups: Newcastle Small Business, Jesmond Mums, whatever fits. Organic reach in groups is 10x your page reach.
- Do use Messenger properly: Set up auto-replies, save common answers, respond within the hour. Facebook rewards responsive pages.
- Do run Event pages: Even for tiny launches. Events get notification priority in a way posts don't.
- Do ask questions: Comments still outrank likes in the algorithm. A genuine question beats a "check out our new product" ten times over.
The don'ts
- Don't boost every post: Most boosted posts are lit money. Use Ads Manager, not the blue button.
- Don't use engagement bait: "Tag a mate who..." is officially throttled. Meta called it out in 2017 and never stopped.
- Don't ignore reviews: Reply to every single one. Yes, even the weird ones. Especially the weird ones.
- Don't post links without context: Facebook hates external links. Always write three sentences of value before dropping the URL.
The Facebook Ads reality check
Since iOS 14, Facebook Ads has been a bit of a mess. Tracking is patchy, audiences are less precise, and costs have crept up. It still works. It just requires more creative variation and broader targeting than the old days of laser-focused lookalikes. If your ads have been underperforming for 18 months and you haven't changed your approach, there's your answer.
Broad targeting plus strong creative is beating narrow targeting plus average creative in 2022. We've tested this across a dozen Newcastle clients. Every time.
The algorithm in plain English
Facebook ranks content based on meaningful interactions. That's comments, shares and replies to comments. Reactions (the thumbs and hearts) count for less. Passive views count for even less. If you want reach, write content that makes someone want to say something back. It really is that simple, and it really is that hard.
For the Meta-wide picture, our ultimate guide to the Facebook algorithm goes deeper. And if you're wrestling with all the Meta updates at once, this post has you covered.
Facebook not pulling its weight?
We audit your page, your ads and your funnel. Then we tell you what to keep, kill and double down on.
Book the auditThe anti-corporate bit
Your Facebook page does not need to sound like HSBC. In fact, please, God, make sure it doesn't. The brands winning on Facebook right now are the ones that sound like a real human owns them. Chippy, opinionated, a bit cheeky. Write your posts like you'd talk at the bar. Then take out 20% of the words.
A test for this week
Open your page insights. Look at your top three posts in the last 90 days. What do they have in common? Now look at your bottom three. Stop making the bottom three. Make more of the top three. That's strategy.
Final word
Facebook isn't dying. Your approach is. The platform still delivers for businesses willing to post native, respond fast and write like a human. Everyone else is just feeding Mark's kids.
