Facebook in 2025: What Has Changed and What Hasn't
Facebook's reputation as a declining platform obscures a more nuanced reality. While the platform has lost ground with users under 30 — who have migrated to TikTok, Instagram, and Snapchat — it has maintained and in some segments grown its relevance with users aged 35 and older. This age group represents the largest purchasing power cohort in most consumer categories. Facebook still has over 3 billion monthly active users globally. In the United States, the demographic distribution has shifted toward older users, who use the platform for local community groups, news, marketplace transactions, and business discovery at rates that younger demographic replacements on other platforms have not yet matched.
The Business Case for Facebook Page Investment
Facebook business pages serve a function that no other social platform replicates: they are the primary online reference point that many adults over 35 check before making purchase decisions from local or unfamiliar businesses. A business with a Facebook page that has thousands of likes and active engagement reads as established and trustworthy; a business with a page that has 50 followers and no activity reads as questionable.
Facebook Page Likes build the visible credibility signal that converts skeptical older consumers into customers. The 35+ demographic consistently uses follower count as a primary trust signal — and Facebook's paid advertising system benefits from strong organic page metrics, since ads served from pages with high like counts see improved click-through rates. Organic page investment and paid advertising performance are directly linked.
Content Strategy for Facebook Business Pages
Facebook's algorithm in 2025 prioritizes video content above all other formats. Facebook Video Views on your video content improve News Feed distribution, extending reach to users who haven't yet liked your page. For non-video content — product photos, promotional announcements, business updates — Facebook Post Likes improve organic distribution by signaling to Facebook's algorithm that the content is worth showing to more people. Facebook's feed algorithm uses engagement rate as a content quality signal and preferentially distributes posts with above-benchmark engagement relative to page size.
Facebook Followers and Growing Your Organic Reach
Facebook Followers expand your organic reach distribution for every post you publish. A larger follower base means more people receive your content in their feeds, and more organic engagement from those followers means Facebook's algorithm routes your content to even larger audiences through its recommendation systems. For businesses with both Facebook and Instagram presences, coordinating content and growth strategies across both platforms creates the most efficient use of resources — and the cross-platform credibility that signals to potential customers that your business has genuine, broad digital presence.