With all the newer platforms out there like TikTok, Instagram, and LinkedIn, it might feel like Facebook is taking a back seat. However, writing it off entirely is not only premature, but could be a costly misstep in your marketing strategy.
Let’s break down what’s actually happening with Facebook and what its place in modern digital marketing is.
Rumors of Facebook’s Demise
Has Facebook seen a dip in younger users? Yes.
Has there been a shift towards other platforms? Yes. But Facebook still generates nearly 3 billion monthly active users.
More importantly, it’s not just about user count—it’s about who those users are and how they engage on the platform. Even with the rise in platforms like TikTok and Instagram, Facebook still remains a powerhouse for:
- Local Discovery (especially for small businesses)
- Community Groups
- Longer-Form Content and Discussions
- Advertising and Retargeting Campaigns
What Facebook Does Well in 2025
- Community & Retention | Unlike the fast-paced scrolling of TikTok or Instagram, Facebook excels at building community. Groups, events, and comment threads are still rich with user activity, making Facebook ideal for nurturing relationships and generating brand loyalty.
- Paid Ads & Retargeting | Facebook Ads remain one of the most effective tools for granular audience targeting, especially when paired with Instagram. Facebook’s ads manager lets you track behavior, interests, demographics, and more. In addition, with Meta’s system, you can cross-leverage Facebook and Instagram ads to get more for less.
- Older (and Decision-Making) Demographics | If your target audience includes Gen X, Boomers, or Older Millennials, Facebook is where they spend their time. These are often the key decision-makers for healthcare practices, legal offices, and more! Don’t overlook their preferred platform!
When Might Facebook Not Be the Right Fit
Facebook may not be the right platform or fit for your business. Here are a few instances where Facebook might not be the best path for you!
- If your brand thrives off of short-form video and targets the Gen Z demographic, platforms like TikTok or YouTube Shorts might offer a better ROI.
- If you’re focused on B2B lead generation, LinkedIn typically offers a better platform with higher intent and better lead quality.
- If your product relies heavily on visual appeal and aesthetic storytelling, Instagram or Pinterest are great options that may better serve your business.
So…Is Facebook Dead?
No! But its role in the digital marketing space has evolved.
Facebook may no longer be the shiny new toy, but it’s still a critical part of a well rounded marketing strategy—especially when it comes to community building, paid media, and lead nurturing. The key is to use Facebook in a strategic way, not a generic way.
At Katava Marketing we specialize in helping businesses navigate the decisions on which platforms are right for their goals and how to tailor messaging, graphics and media spend to get results! Contact us today to get started on reaching your audience!
