I still think Pages and likes are valuable but they ' re no longer the strategy but part of larger strategythat yes does involve paid ads . For example , many advertisers don ' t know that Facebook restricts delivery of ads from a single advertiser to once a day UNLESS that person has liked their page in which case 4 impressions on a single day are possible . I take your point , and it ' s a sound one , but I believe FB places a premium on the user experience because it ultimately wants advertisers to be successful on its platform . All I can really point to is that I have a $ 200 sheet set on my bed upstairs from Parachute , a brand I knew nothing about a year ago and saw for the first time in a suggested Post . If you would have asked me a year ago if I would ever own a $ 200 sheet set I would have laughed at you but their ads spoke to me , I liked their Page and now I ' ve got a goddamned quilt to match those sheets headed my way . Now they want me to consider a bathrobe . I ' m sure they ' ll win that sale and I ' ve no doubt I ' ll convert after seeing an ad in my mobile newsfeed . The power to relentlessly pursue the engaged potential customer and doggedly walk them down the funnel is to me kind of magical but it takes a lot of work and an intimate knowledge of the platform which I ' m still just scratching the surface of . But I hear you . I do . EDIT Goddang it , now I ' ve got a down comforter .