Facebook has changed considerably since the infographic on this page was first published. The figures shown in that graphic, including references to 1.15 billion users, 700 million daily users, and average posting behavior, belong to an earlier stage of the platform and should now be viewed as historical context rather than current benchmarks.
Even so, Facebook still has a meaningful role in digital marketing. For many local businesses, retailers, service providers, ecommerce companies, and consumer-facing brands, it remains a useful place to maintain visibility, answer customer questions, share useful content, and support paid advertising campaigns. The difference is that businesses can no longer approach Facebook the way they did a decade ago.
Today, Facebook works best when it is treated as one part of a broader digital marketing strategy rather than the center of everything. Customers may discover a company through Google, visit its website, check its Facebook Page, read recent posts, review comments, and then decide whether to contact the business. In that kind of journey, Facebook may not always be the first or final touchpoint, but it can still influence trust and buying decisions.
Facebook Can Strengthen Your Business Presence Online
A Facebook Page often acts as another place where potential customers evaluate a business before taking action. They may want to confirm that the company is active, check opening hours, view recent updates, see how the business communicates, or simply make sure the brand appears legitimate and current.
That makes the quality of the Page important. A business does not need to publish every day, but its contact details, profile information, website link, business description, visuals, and service information should be accurate. A Page that has not been updated in several years can create uncertainty, especially when competitors are clearly active and responsive.
It is also worth reviewing whether the overall social presence still reflects the business as it operates today. If the branding, descriptions, or content feel dated, our guide on whether your business needs a social media makeover can help identify where improvements may be needed.
The goal is not to make Facebook look busy for the sake of activity. It is to make sure the Page supports the same professional image customers see on the website, in search results, and across other digital channels.
Facebook Content Should Be Useful, Not Constantly Promotional
One of the easiest ways to make a Facebook Page feel repetitive is to turn every post into an advertisement. If every update says “Buy now,” “Contact us,” or “Book today,” people have little reason to follow the Page when they are not immediately ready to purchase.
A stronger content strategy gives the audience something useful before asking for a sale. Depending on the business, that may include customer questions, behind-the-scenes content, helpful tips, product comparisons, short explanations, staff expertise, customer stories, or updates that genuinely matter to the audience.
A contractor could explain why a common household problem keeps returning. An accountant might clarify a financial issue clients frequently misunderstand. A retailer could show how two products differ and when each one makes more sense. A restaurant may share how a dish is prepared or introduce the people behind the business.
This approach also makes Facebook easier to connect with the rest of your marketing. A useful blog article can become a Facebook post, while a question asked in the comments can become a future article, FAQ, email, or video. That is one reason content marketing remains important for brands: strong ideas can support multiple channels instead of being used once and forgotten.
Video and Reels Give Businesses More Ways to Communicate
Facebook is no longer built around text and image posts alone. Video has become an important part of the platform, and businesses can use Facebook Reels and other short-form formats to explain ideas in a more immediate and visual way.
This does not mean every company needs professional production equipment. In many cases, simple videos work well because they feel direct and useful. A technician can demonstrate a repair, a retailer can compare two products, a consultant can answer a common question, and a restaurant can show part of the preparation process.
The subject and usefulness of the video usually matter more than the production value. Businesses should focus on whether the content answers a real question, shows something customers want to understand, or helps people make a better decision.
Video content can also be adapted for Instagram or YouTube when appropriate, but the presentation should still suit each platform. Repurposing an idea is efficient; copying exactly the same content everywhere can make the strategy feel automated and disconnected from how people actually use different social networks.
Facebook Can Support Customer Communication
For many businesses, Facebook is not only a content channel. It is also a place where customer conversations begin.
Potential customers may ask questions through comments or messages before visiting the website, calling, or making a purchase. Local businesses in particular often receive practical questions about availability, services, opening hours, pricing, or appointments through social channels.
That can be useful, but only if someone is responsible for monitoring those interactions. A Page that encourages customers to send messages but leaves them unanswered for days can create a worse impression than not offering that option at all.
Businesses should therefore decide who is responsible for social inquiries and which types of conversations should move to a more appropriate channel. Sensitive customer information, account details, or private issues should not be discussed publicly.
When managed well, Facebook can support customer service as naturally as it supports marketing. The value comes from making the experience easy and responsive rather than simply having another channel available.
Customer Stories Can Add More Credibility
Businesses naturally describe their own products and services positively, so customer experiences can add another layer of credibility.
With the right permission, testimonials, reviews, photos, project examples, and other forms of user-generated content can make a Facebook Page feel more authentic. Instead of repeatedly telling people that the company does good work, the business can show real examples of how customers use the product or what the service helped them achieve.
A landscaping company might show a completed project alongside customer feedback. A retailer could feature a product photo shared by a buyer. A restaurant may repost a customer image, while a professional service provider can highlight a suitable testimonial or case example.
This type of content works best when it feels natural rather than manufactured. Businesses should never pressure customers to create promotional content, but genuine contributions can become valuable social proof when they fit the brand.
Our guide to user-generated content explains how customer-created material can support a wider digital marketing strategy.
Organic Facebook and Facebook Ads Should Be Treated Differently
A Facebook Page and a Facebook advertising campaign serve different purposes, and businesses should not expect one to replace the other.
Organic Facebook activity helps maintain the business’s presence, share useful information, communicate with followers, and give customers a sense of what the company is doing. Paid advertising, on the other hand, allows businesses to reach specific audiences, test messages, promote offers, generate leads, and support campaigns with a defined budget.
Problems often arise when businesses treat paid advertising as simply boosting whatever post happens to be performing well. A strong Facebook Ads strategy should start with a clear goal. The business needs to know who it wants to reach, what message matters to that audience, what action it wants people to take, and how success will be measured.
Automation has also become a larger part of Meta advertising, but better automation does not remove the need for strong creative, accurate tracking, and relevant landing pages. A platform can help distribute an ad efficiently, but it cannot fix an unclear offer or a poor customer experience after the click.
That is why paid social should be connected to the rest of the marketing strategy instead of being treated as an isolated activity.
The Landing Page Matters as Much as the Facebook Ad
A good advertisement can still waste money if it sends users to the wrong page.
If someone clicks a Facebook ad promoting a specific service, product, consultation, or offer, the landing page should immediately continue the same conversation. Sending everyone to a generic homepage forces visitors to search again for the information they already showed interest in.
The headline, imagery, offer, and call to action should feel connected to the advertisement. This reduces friction and helps the visitor understand what to do next.
For example, a company promoting a consultation should send users to a page that clearly explains what the consultation includes, who it is for, and how to book it. A retailer advertising a product category should lead visitors to that category rather than the homepage.
This is where Facebook advertising and conversion rate optimization naturally connect. Increasing clicks only helps the business if the experience after the click gives people a clear reason to continue.
Facebook Works Better When It Supports Other Marketing Channels
Facebook should not operate as a separate marketing island. It becomes far more useful when it connects with the website, SEO, email marketing, content strategy, paid campaigns, and customer service.
A business may publish a useful article for search, introduce that topic through Facebook, turn part of it into a short video, promote the strongest version with paid media, and then use customer questions from the comments to improve the original content.
This kind of connected approach saves time and gives successful ideas more opportunities to work.
It also reduces the pressure to constantly invent completely new topics. A strong piece of content can be adapted across several formats while keeping the message consistent. The goal is to make each version suitable for the platform rather than publishing the exact same thing everywhere.
If the business is still building its overall social strategy, our guide to getting your business started on social media can help put Facebook into the wider context of channel selection and audience behavior.
Measure Results That Actually Matter
Facebook marketing should be judged by what the business is trying to achieve, not simply by visible numbers such as Page Likes.
A company can have a large audience that rarely takes meaningful action, while another business may have a smaller but more relevant following that regularly visits the website, sends messages, books appointments, or becomes customers.
That is why the right metrics depend on the goal of the campaign.
An awareness campaign may focus on reach, video views, or engagement. A lead-generation campaign should look more closely at inquiries, qualified leads, cost per lead, and eventual sales. Content intended to bring users to the website should be evaluated partly through referral traffic and what visitors do after they arrive.
Comments, shares, messages, website visits, conversions, and revenue can all provide useful information, but they should be interpreted in context. The important question is not whether a post received attention. It is whether that attention helped move the business toward a meaningful objective.
Does Every Business Need Facebook?
Facebook can still be valuable for many businesses, but it does not need to be the main social platform for every company. The right choice depends on where customers spend their time, how they prefer to interact with businesses, and which channels are most likely to support marketing goals.
A local service provider, retailer, restaurant, or consumer-focused business may benefit from maintaining an active Facebook presence because customers often use the platform to check business information, view recent updates, read comments, or contact the company. On the other hand, a B2B company may find LinkedIn more useful, while a highly visual brand may see stronger engagement on Instagram, TikTok, or YouTube.
Rather than maintaining a Facebook Page simply because the business feels expected to have one, look at how the audience actually behaves. If customers visit the Page before contacting you, respond to content, send messages, or can be reached effectively through Meta advertising, then Facebook deserves a place in the digital marketing strategy.
The goal is not to be active on every social network. It is to invest time and resources in the platforms that help the business build visibility, trust, engagement, and meaningful customer relationships.
Facebook Has Changed, but the Opportunity Is Still There
The Facebook shown in the original infographic belongs to a very different stage of social media. The old statistics should not be used to guide current marketing decisions, and the platform itself now offers far more than Page Likes and traditional status updates.
For businesses, the opportunity today is about maintaining a credible presence, sharing useful content, communicating with customers, using paid campaigns when they make commercial sense, and connecting Facebook with the wider customer journey.
Facebook will not be the right priority for every company, and simply creating a Page will not generate growth. When the audience is there and the platform is used with a clear purpose, however, Facebook can still support visibility, trust, customer communication, and paid acquisition in a way that complements the rest of the business’s digital marketing.
Final Thoughts
Facebook is no longer the default social platform for every business, but it can still be a valuable part of a wider digital marketing strategy when the audience is there and the platform is used with a clear purpose.
The strongest Facebook presence is not built around constant promotion or chasing Page Likes. It comes from keeping business information current, sharing useful content, responding to customers, using video where it makes sense, and connecting organic activity with paid campaigns and relevant landing pages.
For many businesses, Facebook works best as one touchpoint within a larger customer journey. People may discover a company through search, check its Facebook Page for reassurance, interact with a post, and contact the business later. When Facebook supports that process rather than operating in isolation, it can still contribute to visibility, trust, customer communication, and lead generation.
Frequently Asked Questions
1. Is Facebook still good for business marketing?
Yes, Facebook can still be effective for business marketing, especially for local businesses, service providers, retailers, ecommerce brands, and companies with broad consumer audiences. Its value depends on whether your target customers use the platform and whether Facebook supports your wider goals, such as customer communication, content distribution, lead generation, or paid advertising.
2. What should a business post on Facebook?
Businesses should post content that is useful, relevant, and connected to customer interests. This can include educational tips, customer questions, product demonstrations, behind-the-scenes content, staff expertise, testimonials, short videos, company updates, and customer stories. Promotional posts can still be included, but they should not make up the entire content strategy.
3. Are Facebook Ads worth it for small businesses?
Facebook Ads can be worthwhile when a small business has a clear audience, strong offer, suitable creative, accurate tracking, and a relevant landing page. Paid campaigns should be measured by outcomes such as qualified leads, sales, bookings, or revenue rather than only clicks or impressions. Testing different audiences and creative can also help improve performance over time.
4. How often should a business post on Facebook?
There is no ideal posting frequency for every business. A consistent schedule of useful content is generally more valuable than posting frequently just to stay active. Businesses should choose a realistic schedule they can maintain while focusing on content quality, customer relevance, and engagement rather than an arbitrary number of posts per week.
5. Does every business need a Facebook Page?
No. A Facebook Page is useful when customers actively use Facebook to research, contact, or engage with the business. Some companies may get better results from LinkedIn, Instagram, TikTok, YouTube, or other platforms. The right decision should be based on audience behavior, business goals, available resources, and the role Facebook can realistically play in the customer journey.
Source: http://www.grosocial.com/
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