Should Your Business Still Use Facebook?

After launching two decades ago, Facebook remains the most popular social media platform in 2025. With over 3 billion active users each month, it outperforms all competitors, including Instagram, TikTok, and X.

So, there are plenty of customers for businesses to reach on Facebook. But, are they engaged? This is where things get interesting…

According to a study by ExpressVPN, Facebook engagement is declining across all age groups. Drilling into the data, the most potential lies with the over-55s, who are using Facebook most consistently.

In comparison, younger demographics are the most disengaged. They’re leaving Facebook and primarily using alternative apps that are more fast-paced, feature their favorite influencers, and utilize visual content.

So, whether or not your business continues to use Facebook should depend on your target audience and business type. It’s also worth noting that a single-channel social strategy is a thing of the past in 2025. To capture a wider audience, businesses have little choice but to be active across multiple social media platforms, leveraging different types of content.

President Trump granted a third extension to delay TikTok’s ban in the US. However, the latest deadline is September 17, which is only a few days away. As of today, there’s been no further update on a buyer.

So, what might happen? TikTok’s ban could be delayed for a fourth time by Trump, or the app could shut down in the US. If this happens, it’s important that your business can be found on other popular platforms, like Facebook.

While TikTok’s ban could hypothetically lead to more customers and users on Facebook, I think it’s more likely that users will seek out similar short-form video content instead from TikTok alternatives, like Instagram.

Facebook makes the most sense for small businesses, particularly B2C businesses and brands with a physical presence.

It’s a good starting point because of its accessibility and familiarity for many (we’ve all probably had our Facebook accounts longer than any other social media platform, right?). Plus, there’s plenty of opportunity for growth on Facebook, thanks to its built-in tools and global reach.

If you do decide to use Facebook for your business, there are a few things to keep in mind:

• Set up a Facebook Business Page – you can engage with customers and share relevant information, such as your address and other social media links
• Start advertising on Facebook – this can be set up via the Meta Ads Manager, where you can choose a campaign type and determine your budget
• Promote local events and engage with your community – I recommend becoming an active member of relevant local Facebook groups to help promote your business
• Create engaging content – eye-catching content can boost brand awareness and sales, since most users aren’t on Facebook to shop or get product recommendations (people primarily use Facebook to stay in touch with friends and family)
• Post regularly – the general best practice is once per day
• Respond to customer reviews and comments – this can be a great way to gather useful and constructive feedback for your business, and it helps improve your brand reputation

Pros and Cons of Facebook

Facebook won’t be the right platform for every business, despite its large user base. Because of this, I recommend analyzing your audience and assessing what your competitors are doing first.

If it makes sense for your business, adapt your social media strategy to accommodate Facebook, but remain active on other platforms as well.