I run a small news site as a side project that covers a specific niche. I would say it's nearly impossible to get Facebook reach for small publishers because th

I run a small news site as a side project that covers a specific niche. I would say it's nearly impossible to get Facebook reach for small publishers because the Facebook traffic isn't "worth it" from an ad revenue perspective. If I'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. However, having just a "Facebook presence" is obviously important from a branding perspective, so I play the game just to bolster page likes and the occasional post boost. The "golden age" of free traffic from Facebook for publishers is probably over, most likely a net gain for FB users, but it's incredibly difficult to organically grow a page anymore without putting some money into it.