It depends. If your audience is on Facebook, then yes. But if they aren’t, don’t waste your time.

Facebook isn’t dead, but it’s not the right platform for every business. Organic reach has dropped significantly, and the platform is now heavily pay-to-play. That means if you’re not running highly targeted ads or leveraging Facebook Groups, your content might not get seen.

Who Should Still Use Facebook?

✅ Local businesses – Restaurants, gyms, salons, and local shops still get traction through community engagement and local ads.
✅ Brands targeting 30+ age groups – Facebook’s biggest active user base is ages 30-55. If that’s your audience, it can still work well.
✅ E-commerce businesses – Facebook Shops, retargeting ads, and product catalogs are effective for selling physical products.
✅ Coaches, consultants, and course creators – Facebook Groups are a goldmine for building engaged communities and selling high-ticket offers.

Who Should Look Elsewhere?

❌ Brands targeting Gen Z – If your audience is under 25, they’re on TikTok and Instagram, not Facebook.
❌ Businesses relying on organic reach – Without ads or an engaged group, organic Facebook posts don’t get much visibility anymore.
❌ B2B companies with a LinkedIn audience – LinkedIn is a better platform for B2B marketing in most cases.

How to Make Facebook Work in 2025

1. Run Retargeting Ads – Facebook is still one of the best platforms for retargeting visitors who have interacted with your website.
2. Use Facebook Groups – If you can create a high-value community, Facebook will favor your posts and keep engagement high.
3. Leverage Facebook Messenger – Messenger bots and direct messages can help convert leads faster.
4. Test Different Ad Formats – Facebook ads still work, but you have to test video ads, carousel ads, and interactive content to see what performs best.

The Bottom Line

Facebook isn’t what it used to be, but it can still work if your audience is there. If not, don’t force it—go where your ideal customers actually spend their time.