This is more specifically talking about maintaining your facebook company page and trying to engage with your userbase/followers.
After Facebook introduced the promoted posts concept if you were a brand you saw your engagement rapidly die off unless you were spending the money on it.
Purchased adds still work well if not better when targeted properly.
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Every mobile game dev that I know claims Facebook ads are, by far, the best for acquiring users. <shrug> Take that data point as you will.
This is more specifically talking about maintaining your facebook company page and trying to engage with your userbase/followers.
After Facebook introduced the promoted posts concept if you were a brand you saw your engagement rapidly die off unless you were spending the money on it.
Purchased adds still work well if not better when targeted properly.