I run a small news site as a side project that covers a specific niche. I would say it&#x27;s nearly impossible to get Facebook reach for small publishers because the Facebook traffic isn&#x27;t &quot;worth it&quot; from an ad revenue perspective. If I&#x27;m a brand with a product or service to sell, sure, paying 10 cents a click is well worth it with a possible conversion. But just to boost traffic to a news story? Certainly minimal return there.<p>However, having just a &quot;Facebook presence&quot; is obviously important from a branding perspective, so I play the game just to bolster page likes and the occasional post boost.<p>The &quot;golden age&quot; of free traffic from Facebook for publishers is probably over, most likely a net gain for FB users, but it&#x27;s incredibly difficult to organically grow a page anymore without putting some money into it.