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Can Organic Marketing on Facebook Be Effective in 2022?

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As another cat video is served to me in my Reels on Facebook, I am beginning to wonder if this platform can still serve to attract clients to my coaching business. And as the wondering turns into worrying, I feel a pressing need to make some vital changes to what worked for my solopreneur business for half a decade.

In this article, I invite you to join me as I share my personal insights and contemplate possible adjustments and embrace change – especially if you have been relying on organic marketing and your personal brand to find clients on Facebook.

My story

In 2017 I started using my Facebook profile very actively, raising awareness around my new business direction as a coach and trainer for online visibility. I’d gathered an extensive experience over the years helping small businesses, solopreneurs, and various projects. Using social media marketing and networking, I helped them build the visibility they required to boost their businesses or achieve other goals (like winning a public vote contest for a national award.) I was ready to “take over the world” and was looking for a platform where I could get the most visibility to reach more people in my audience.

And although I was not the “first to the party,” I was still enjoying the benefits of surfing the wave of a Facebook algorithm for extended reach. Over the next couple of years, I became an expert on Facebook profile marketing (using a personal profile for social networking and social selling rather than a business page). As Facebook was running out of advertising space to sell, pages’ organic reach suffered tremendously, and I found using a personal profile in a very authentic way and without bending any policies and terms and conditions actually worked perfectly, specifically for coaches, experts, and trainers.

In 2018 Facebook announced that they were focusing even more on building personal connections and private communities.

However, in recent months, things have been changing dramatically. With the rise of TikTok and an entirely different approach to content consumption, Facebook’s (currently Meta’s) focus has shifted completely from facilitating personal connections (the original reason for creating the platform) to copying TikTok’s approach – and becoming more of a content discovery platform.

My initial reaction to this shift was quite dramatic. I felt that I had just wasted years of my life and career mastering a strategy that seemed no longer effective. Instead of helping me build relationships with other Facebook users to whom I am connected on my profile, I now see more and more random people and pages in my Newsfeed.

What the new direction means for solopreneurs

With the latest announcement about the introduction and moving personal interests and connections’ content to the secondary Newsfeed, the hope of being visible to strategic connections I have been building is becoming nonexistent.

Something needs to change in how I approach profile marketing, and it needs to be done in a way that boosts my visibility and client attraction, not adding to the struggle of running a business. This is the big question for anyone who has been using their profile (or their page) to attract clients on Facebook.

But let us pause for a moment and look at the good stuff these new changes are bringing. To start with, there will be more exposure for content creators to complete strangers -a cold audience. 

I am hoping that there is still some sort of relevancy element in the way the algorithm operates in order to serve us brand new content. If that continues to be the case, and my content is relevant to what my ideal clients are seeking, the more new people whose interests match that topic I am likely to be exposed to. And that is great news!

The challenge here is to create the type of content that stands way above the rest, and that can be a problem. More and more of the videos I am served in the reels are of a very low value, although maybe highly entertaining (thus taking up my time and energy without any business-related benefit for the creator) – like puppy videos or pranks. But if you are a business owner and you want to address some pain points that you help remove or just generally offer slightly more “serious” content – it just gets scrolled by. I admit I have been skipping any of the “expert videos” in my reels lately.

We suddenly complete with cat videos even more. (Have you stayed watching through the credits of Matrix 4 to get to the after-scene? It really nailed it for me. It explained why the movie simply couldn’t be equivalent to the one made in 1999, and it added more depth to the message, which I believe most people who watched this brilliant ending to the story are missing. The world has changed.)

I think that Facebook’s shift is reflecting that change. We are becoming less about deeper connections and more about numbing our minds and emotional pains. Getting “digitally distracted.” Personally, as someone advocating for Facebook as a great social networking platform for years, I feel deeply disappointed.

At the same time, I am one of those people who take the U-turn when required without dwelling too long about getting to the dead end. And this will not be the first time everything needs to shift and pivot in order to find the life of flexibility and freedom that I set out to have when I embarked on the journey of entrepreneurship in the first place.

Should we just move to LinkedIn?

My plan to manage this change does not include “leaving Facebook to move to LinkedIn” – a statement I am hearing more often these days. This is not a smart move in the first place, as these are not interchangeable platforms. They are very different in terms of the demographics that they target and the certain unspoken rules of what content works best. 

I do not feel that LinkedIn is a great platform for targeting non-professionals or solopreneurs. They might have an account on LinkedIn, but in my experience, they are rarely active there at all. As a marketer, I understand that the key to choosing the platform to put your efforts into is always determined by “where your ideal clients hang out” – not necessarily what platform is more convenient or familiar for you personally to use or where you assume a good place could be. 

Time is a precious commodity these days, and we should put our creative juices into areas that actually have the potential to bring some ROI, both financially and energetically.

The next step

And for any coach or an expert, I suggest focusing more on the opportunities that the new direction offers versus getting too bogged down about the need to change. The success (and the money) is in embracing flexibility, not resisting it.

My prediction and my focus will include much more discoverability with value-based content that may no longer find as much visibility if I keep it all on Facebook exclusively. I used to write a lot of long-form insights and contemplations, helping my audience with some mindset and practical advice inside the platform. It used to be the center stage where I drove all my traffic to.

From now on, my focus is shifting to delivering this in-depth content by email to my list with a link to my blog – if the word count is slightly too long for an email – or directly into my podcast or YouTube channel for audio/visual experience.

I will focus on creating the most interesting but short-form explainer video content for my Facebook profile (probably using Reels and Stories even more) with a view to attracting complete strangers with a highly optimized title, caption, and relevant topics. These short videos can then link to a longer form piece of content to allow the initial excitement of delivery to trigger the desire to binge on more value pieces I have already created.

Content optimization for search engines, headlines, and titles will now become the KEY to grabbing the attention and stopping the scroll. And no, we do not have to dance around pointing at stuff or mime to external audio tracks to create entertaining content. But in order to stop the scroll, it has to speak directly to what your ideal client is going through (good or bad, desires and pain points).

This means nailing your messaging and really mastering it is becoming even more important, as the doors are slamming shut on mediocre “expert” content. Does it feel like pressure? YES! But it is healthy for us to employ our creativity and self-expression. It is good for us to feel pressure to find our own authentic and MAGNETIC voices. To stand out for all the RIGHT REASONS. 

Facebook is changing, and it is a change coaches, experts, and trainers need to really prioritize showing up and standing out. And changing is never easy. But where there is a will, there is always a way to find something perhaps even better. We can draw motivation from this increased demand for producing much higher quality content, as well as exploring a more holistic way of attracting clients and becoming more discoverable beyond the walls of one platform.

I, for once, see the opportunity to reduce the “busyness” that being visible required by Facebook profile marketing – the constant posting and creating discussions. (Hustling like that is not always natural, and this is why I love Human Design – my go-to tool for aligning the marketing strategies with our personal energetics.)

Perhaps the new direction will help us let go of things that no longer serve us and embrace a new, more enjoyable, and empowering way to attract clients online! At the end of the day, our businesses are here to bring more flexibility and freedom to our lives – so why not focus on creating that flexibility in our marketing now and turn what may feel like a disaster into an opportunity.

Juliette is an online visibility strategist, specializing in marketing and business coaching for life, wellness, and business coaches and experts. She is internationally known for her direct, non-traditional methods where the main focus is on using Human Design for positioning yourself as an authority in your niche, making correct for your design choices and decisions in your business, and attracting perfectly aligned clients. Featured in Forbes, she is a contributor to Entrepreneur amongst multiple other prominent publications and the host of Show Up! Stand Out! online visibility show as well as Visibility By Design podcast. She's mentored thousands of coaches and experts, helping them to breathe life back into their marketing, reach and make huge breakthroughs in their businesses, profits, and even their lives. Juliette is a passionate speaker, writer, and thought-leader. You can follow Juliette on Facebook or visit https://juliettestapleton.com

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Success Advice

11 Mark Manson Lessons That’ll Redefine Success in the Digital Age

Success in the digital age isn’t about hacks, it’s about the raw, real lessons Mark Manson actually lives by.

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In 2016, Mark Manson released The Subtle Art of Not Giving a F*ck, a brutally honest, thought-provoking book that redefined self-help for a new generation. (more…)

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Change Your Mindset

The Secret Daily Routines Behind History’s Most Brilliant Thinkers

Uncover the daily rituals and hidden habits that powered history’s most brilliant minds to success.

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Why Daily Rituals Matter

Every great achiever has one thing in common: discipline. Behind the novels, inventions, discoveries, and masterpieces are small, consistent habits repeated daily. (more…)

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Did You Know

How to Turn a Simple Link-in-Bio Into a Powerful Brand Hub

Transform your forgotten bio link into a high-impact gateway that fuels engagement, clicks, and conversions across every social platform.

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Social media is one of the greatest marketing tools in 2025. According to a recent study, some 86% of marketers globally use platforms like Facebook and Instagram for advertisements, while 94% use it for content distribution.  (more…)

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Personal Development

These 11 Habits Will Make You More Productive, Successful, and Confident

Boost your focus, confidence, and results with 11 powerful habits successful people use every day.

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how to build self-confidence through action
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Successful people love to help beginners. They have an incredible work ethic and rarely complain. As a result, others naturally look up to them and want to follow in their footsteps.

But here’s the truth: there’s no success without sacrifice. You’ll need to give up comfort, excuses, and sometimes even social approval to accomplish your goals.

Value comes from solving problems, and these 11 powerful tips will help you become more productive, successful, and confident, starting today.

1. Take Short Breaks After Finishing a Task

Psychology shows it’s important to reward positive behaviour.

After completing a big task or finishing a book, take five minutes to walk, stretch, or simply breathe. This quick reset helps your brain recharge and strengthens focus.

Many great writers swear by morning walks, solitude, and reflection can unlock creativity.

But if you refuse to take breaks, don’t be surprised when burnout hits. Your brain needs recovery time just as much as your body does.

2. Schedule Your Most Important Tasks First

Multitasking kills productivity. If you want to get more done, try time blocking, a method where you dedicate set periods for specific tasks.

Productivity expert Caitlin Hughes explains, “Time blocking involves scheduling blocks of time for your tasks throughout the day.”

For example, if you’re a writer:

  • Research your topic at night.

  • Write your first draft in the morning (don’t worry if it’s rough).

  • Edit in the afternoon, great writing comes from rewriting.

You can’t buy more time. Use it intentionally and without regret.

3. Eliminate Distractions from Your Workspace

Focus is the foundation of success.

According to Inc. Magazine, it takes an average of 23 minutes to recover from a distraction. That’s nearly half an hour of lost productivity every time you check your phone.

Put your phone away. Close unnecessary tabs. And yes, limit your Netflix binges.

Meeting deadlines consistently is one of the fastest ways to stand out and earn respect.

4. Take Full Responsibility for Your Life

Entrepreneur Derek Sivers once said, “Everything is my fault.”

This mindset doesn’t mean self-blame; it means self-ownership. Stop pointing fingers, making excuses, or waiting for others to change.

If your habits (like smoking or drinking too much) hold you back, it’s time to make better choices. Your friends can’t live your dreams for you; only you can.

5. Invest an Hour a Day in Learning New Skills

Knowledge compounds over time.

Whether you read books, take online courses, or practise a craft, consistent learning gives you a competitive edge.

I used to struggle with academic writing, but I improved by studying the work of great authors and applying what I learned.

Your past doesn’t define you; your actions do. Every new skill adds another tool to your arsenal and makes you more unstoppable.

6. Develop a Growth Mindset

Psychologist Dr. Carol Dweck introduced the concept of fixed vs. growth mindset.

  • A fixed mindset believes success is based on natural talent.

  • A growth mindset believes success comes from effort and learning.

Choose the growth mindset. Embrace challenges. See failures as feedback. In today’s fast-moving digital world, adaptability is your biggest advantage.

7. Learn Marketing to Reach People Who Need You

I once believed marketing was manipulative, until I realised it’s about helping people solve problems.

If your work provides genuine value, marketing is how you let others know it exists. Even Apple spends billions on it.

Don’t be ashamed to promote your skills or business. Without visibility, your ideas will never reach the people who need them most.

Creative professionals who understand marketing and sales have an unfair advantage.

8. Ask Your Mentor the Right Questions

Good mentors can fast-track your growth.

While mentorship often costs money, it’s one of the best investments you can make. Great mentors don’t care about titles; they care about your progress.

If you don’t have access to a mentor yet, books are your silent mentors. Read the best in your field, take notes, and apply what resonates.

9. Build Confidence Through Action, Not Affirmations

Author Ryan Holiday once said, “I don’t believe in myself. I have evidence.”

Confidence doesn’t come from shouting affirmations into the mirror; it comes from proof. Doing hard things, keeping promises to yourself, and following through.

When you consistently take action, your brain gathers evidence that you can handle whatever comes next. That’s real confidence, grounded, earned, and unshakable.

10. Focus on Your Strengths

Your strengths reveal where your greatest impact lies.

If people compliment you on something often, it’s a clue. Lean into it.

A former professor once told me I was creative, and that simple comment gave me the confidence to go all in. I studied creativity, applied it daily, and turned it into my career advantage.

Double down on your strengths. That’s how you build momentum and mastery.

11. Identify and Challenge Your Limiting Beliefs

Your beliefs shape your reality.

For years, I believed I couldn’t be a great writer because of my chronic tinnitus and astigmatism, sensory challenges that made concentration difficult. But over time, I realised those struggles made me more disciplined, observant, and empathetic.

Your limitations can become your greatest motivators if you let them.

Avoid shortcuts. Growth takes time, but it’s always worth it.

Final Thoughts

Becoming productive, successful, and confident isn’t about working harder than everyone else. It’s about working smarter, consistently, and intentionally.

You don’t need to overhaul your life overnight. Start small: take a break after your next task, schedule your priorities, or spend one hour learning something new.

Every habit you change compounds into long-term success. Remember, true change comes from practising new behaviours.

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