Growing your social community is critically important. The more likes your Facebook Business Page has, the more users who see your content, and hopefully engage with it. The more users engaged, the more people beyond that initial group were also exposed to your posts. Facebook Page likes used to be important because that connection helped users see your content. With brand awareness ads, you can be sure users will still see your content, as this ad unit focuses on generating as much awareness (impressions) as possible to your target audience in your geolocation. Brand awareness ads measure brand recall, or the amount of people who remember seeing your brand within a few days.