Why Facebook still matters in 2025?

Hey there, marketers

As we cruise through 2025, the digital landscape keeps evolving, and you're probably wondering: "Is Facebook still worth my time?" Here is why Facebook remains a powerhouse and how you can harness its potential.

With over 3 billion monthly active users, Facebook continues to be the world's most-used social platform. In South Africa, it's a hub where diverse audiences connect, share, and discover. For brands, this means unparalleled reach and engagement opportunities.

Insights from a South African marketing pro

Jessica Jacobs, Chief Commercial Officer at Incubeta, highlights the importance of Facebook in the marketing mix:

"Global CMOs are prioritising platforms that offer both reach and engagement. Facebook's extensive user base and advanced targeting make it indispensable for brands aiming to connect authentically with their audience."

How to maximise Facebook in your 2025 strategy

1. Start using video content: Short-form videos are dominating feeds. Craft authentic, engaging clips that resonate with your audience.

2. Leverage AI and personalisation: Utilise AI tools to deliver personalised content, enhancing user experience and boosting engagement.

3. Foster community engagement: Create and nurture Facebook Groups to build loyal communities around your brand.

4. Optimise for mobile: With a significant portion of users accessing via mobile, ensure your content is mobile-friendly.

5. Utilise Facebook shops: Integrate e-commerce to provide seamless shopping experiences directly on the platform.

Facebook in 2025 isn't just surviving; it's thriving. By adapting to current trends and leveraging its robust tools, your brand can foster meaningful connections and drive growth. Stay agile, stay authentic, and let Facebook be a cornerstone of your digital strategy.

Keep innovating!

Note: This newsletter incorporates insights from industry experts and current trends to provide a comprehensive overview.