With over 35 million daily active users in FranceFacebook in 2025 will remain an essential platform for many companies. And yet, its future is the subject of much debate. In 2025, while new networks such as TikTok or Instagram continue to grow, Facebook remains a strategic lever for certain targets and uses, but under very specific conditions.
What opportunities does this social networking giant still offer? What challenges must brands overcome to take advantage of them? We'll help you decipher the issues and optimize your Facebook strategy in 2025.
Facebook: a behemoth with many assets
Unrivalled advertising capabilities
Facebook remains one of the most powerful platforms for targeted advertising. By combining demographic data, purchasing behavior and interests, companies can deliver ads to a perfectly defined audience. In 2025, this advertising precision remains a major argument for brands wishing to maximize their return on investment (ROI).
For example, a local company can target potential customers within a specific geographical radius. Integrated measurement tools enable campaign effectiveness to be tracked in real time, an advantage for quickly adjusting strategies.
Active community involvement
All Facebook groups play a key role in building communities around common interests. More than 1.8 billion users actively participate in these groups, according to data from Meta. These spaces offer a unique opportunity for brands to interact with their audience in an informal and authentic way.
Take the example of a fitness brand that runs a group dedicated to wellness: members can share tips, ask questions and interact directly with the brand, reinforcing their loyalty.
A powerful tool for customer relations
With MessengerFacebook offers a direct communication channel between companies and their customers. In 2025, automation through chatbots provides instant answers to frequently asked questions, while leaving room for more human interaction for complex requests.
Facebook's growing challenges in 2025
The fall of the organic range
Organic reach, once a major asset, has fallen drastically over the years. By 2024, only 5 % subscribers of a page saw its publications go unsponsored. This decrease forces brands to invest more in advertising to maintain their visibility, which can be a heavy burden on budgets, especially for small companies.
The rising cost of advertising campaigns
Between 2020 and 2024, the cost-per-click (CPC) on Facebook increased by almost 17 %. This increase, driven by strong demand and saturation of advertising space, poses a challenge for companies with small budgets, who must redouble their efforts to optimize their ads and achieve their objectives.
Fierce competition from new networks
TikTok, Instagram and LinkedIn attract specific audiences with innovative formats. For example, TikTok appeals to younger generations with its short, immersive videos, whileInstagram favors visual and creative content. These platforms offer competitive alternatives, prompting brands to diversify their strategy.
How can you optimize your Facebook strategy in 2025?
Investing in video and interactive content
Live video, audio Reelsand other immersive formats are now given priority in Facebook's algorithm. Brands that rely on storytelling visuals capture more attention and increase engagement.
Adopt a multi-channel strategy
Facebook remains an effective lever, but it needs to be integrated into a global approach. For example, combining Facebook with Instagram for visual content and with TikTok to attract a younger audience can extend the reach of campaigns.
Leverage integrated e-commerce
With tools like Facebook ShopsWith this new feature, companies can transform their page into an online store, simplifying the shopping experience. Visit sales via these tools increased by 40 % between 2023 and 2024This makes it a key strategic focus for 2025.
Facebook in 2025: an opportunity or a risk?
With 74 % of French Internet users using Facebook every month, Facebook remains relevant for companies targeting a mature audience or looking to exploit its advanced advertising tools. However, its effectiveness depends on your industry, your target and your resources.
For small local businesses, groups and Messenger remain valuable assets. On the other hand, brands wishing to capture the younger generation will have to prioritize TikTok or Instagram.
What about you? What role will Facebook play in your digital strategy in 2025?
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