Why Facebook Causes Me To Hate Them More Than Cell Phone and Cable Companies

No. Your content is:

Facebook Engagement vs Reach

The way Facebook works is that your content is only shown at first to a small subset of your followers, but if they engage with your content it will then be shown to a larger subset of your followers. If they engage too, it'll be shown to a larger subset then a larger subset then a larger subset then... Well, you get the idea. But for that to happen it all starts with engaging content and an engaging topic area. If your original subset of followers don't engage with your content, Facebook won't show your content to anyone else and your reach will suffer.

Incidentally, this is why buying fake likes is counter-productive as these fake likes are very unlikely to engage with your content. This leads Facebook to think your content isn't engaging and will thus stifle the reach of your posts. In fact, I'd argue that most shortcuts to high engagement or growing likes -- whether buying ads or running contests -- are counterproductive over the long run. In my opinion, it's far better to have 100,000 highly engaged followers than 1 million followers who like your page but never engage at all afterwards.

The point is that if you want great reach you need two things:

1. Engaging content. And of course to get that engaging content you'll need both talent and hard work. What is engaging content? Well for Facebook it's content that people want to share, to like, to comment on, to click on, to watch or to read. And while there's no hard and fast rules about how to create content like that, for the most part it's not something you're going to be able to just throw together. I've seen both short posts and long posts work in Facebook, but even the short posts are well written -- don't think that just because something was short to read, it was short to write. Good visuals also make a huge difference, whether they're photos, other graphics or videos. And originality also counts for a lot. There are several somewhat similar Facebook pages to our own that we consciously compete with to get out the best stories the quickest to because we know that many of our followers also follow those pages and whoever gets it out will get the most engagement and thus the most reach.
2. An engaging topic area. One can, for instance imagine, creating amazing content having to do with something like vinyl siding. You might have great pictures, great writing, great videos, great whatever, but who's gonna share it if it's about a topic like that? Very few people. Which means, very little engagement. Which means very little reach.

Put those two together and I think you'll find your reach improves substantially -- though like anything else, it can take time to build up an engaged Facebook following the right way!