Are you ever disappointed by your Facebook reach? You’re not alone. Brand pages often see dips in engagement for a variety of reasons, but one in particular: Facebook wants you to pay to play. It’s unfortunate, but it’s true. 98% of Facebook’s revenue is generated by ads. And, unsurprisingly, the average reach of an organic post (without paying for an ad) is a sad 5.2%. It’s quite simple: the more you see the need for a Facebook ad—because you’re not getting satisfactory reach—the more money Facebook makes. So, should you quit Facebook? Not necessarily. But, you do want to be sure that you’re using your marketing dollars effectively. Here are a few ways to make sure that Facebook is worth your time.