Every year in digital marketing, there’s a “dead platform” rumor that makes the rounds. This year, just like the last five, it’s Facebook’s turn. “Nobody uses it anymore.” “It’s just for birthday wishes and old school friends.”
Well, I’ll tell you what I tell my clients: Facebook isn’t going anywhere. Not yet. In fact, for many businesses, it’s still a goldmine — provided you know how to use it in 2025.
Let’s unpack why.
1. People Haven’t Actually Left
The numbers are the easiest place to start. Over three billion people still log in every month. That’s not “dying.” That’s half the planet.
Sure, younger folks spend more time on TikTok or Instagram, but here’s the thing — Facebook is still where you find the bulk of decision-makers. It’s where the parents are. The homeowners. The managers and business owners. You know, the ones with actual spending power.
2. The Ads Still Hit the Mark
As much as other platforms have grown, none of them match Facebook’s ad targeting. You can still drill down into someone’s location, job title, buying behavior, even the fact that they just got engaged or moved to a new city.
For a marketer, that’s precision you can’t ignore. You’re not casting a wide net and hoping — you’re putting your brand in front of the exact people you want.
3. Groups Are Quietly Powerful
If you haven’t looked at Facebook Groups lately, you’re missing one of its strongest features. They’re not just hobby circles anymore.
There are local business networks, industry-specific masterminds, buy-and-sell communities — all buzzing with activity. People ask for recommendations, share resources, and have conversations that can naturally lead to your business being mentioned.
4. Recommendations Still Carry Weight
Here’s something I notice all the time: A friend posts about a great restaurant, a mechanic, or a product they loved, and within hours, their comments section is full of “Where is this?” or “Do they deliver?”
That’s the magic of Facebook — the mix of personal and business content keeps people open to discovering new brands through people they already trust.
5. Meta’s Ecosystem Works in Your Favour
When you advertise on Facebook in 2025, you’re not just advertising on Facebook. You’re also hitting Instagram, Messenger, and sometimes even WhatsApp — all from one campaign setup.
For a busy marketing team, that’s a huge advantage. No duplicating work, no juggling separate ad managers.
6. The ROI Speaks for Itself
We run campaigns across multiple platforms at my agency, and Facebook still pulls in solid results for local services, e-commerce, and B2B clients.
Costs have shifted over the years, sure. But when you measure actual leads and sales — not just likes — Facebook often punches above its weight.
How to Make Facebook Work for You Now
If you’re treating Facebook like it’s 2017, you’re going to struggle. The playbook’s changed:
Mix Paid with Organic – You need both. Paid gives you reach, organic keeps your audience warm.
Go Video-First – Even short, 30-second clips can beat static posts for engagement.
Keep Testing – Audiences shift fast. Test different ad creatives, formats, and copy.
Engage Back – Don’t just post and disappear. Reply to comments, thank people for sharing, and show some personality.
Final Word
The truth is, Facebook isn’t “cool” anymore — and that’s fine. It’s not meant to be. It’s a platform that connects people and moves products.
In 2025, that’s still worth a place in your marketing mix. It’s not about chasing shiny new apps. It’s about going where your customers already spend their time. And for millions of them, that’s still Facebook.
FAQs
Yes. With billions of active users and powerful ad targeting options, Facebook remains an effective marketing platform for many types of businesses in 2025.
Local businesses, e-commerce brands, and B2B companies often see strong results because many decision-makers and buyers are active on Facebook.
Yes. Facebook ads are still effective because they allow detailed audience targeting, helping businesses reach the right people and generate measurable results.
A balanced strategy using paid ads, consistent organic posts, video content, and regular audience engagement works best on Facebook in 2025.
