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Is Facebook Still Relevant in the Age of TikTok and Instagram?

Sterre van Dijk

With the explosion of new social media platforms, you might wonder: is Facebook so last year!? Spoiler: it absolutely is not! Despite the rise of TikTok, Instagram, and LinkedIn, Facebook remains a marketing powerhouse, particularly for brands who are targeting diverse age groups and global audiences.



Is Facebook Still Relevant


So, why does Facebook still matter?

Massive user base! As of 2024, Facebook boasts 2.96 billion monthly active users - making it one of the largest social media platforms, offering an unmatched reach. While younger users may be using to newer apps, Facebook still has a strong grip on Millennials, Gen X, and Baby Boomers - making it perfect for brands targeting these demographics.


Facebook’s advertising tools are some of the most sophisticated in the industry! From demographic targeting to behavioural insights, Facebook allows marketers to pinpoint their ideal customers with laser sharp precision. Plus, the integration with Instagram Ads means you can run multi-platform campaigns from a single dashboard, maximising your efficiency.



Is Facebook Still Relevant
Image by Shopify

One of Facebook’s biggest strengths is its community-building potential and engagement. Facebook groups are thriving, with over 1.8 billion people using them monthly. Brands can leverage groups to grow meaningful engagement, build communities around products, and create a space for user-generated content and feedback.


More and more businesses are tapping into Facebook Marketplace, a powerful tool for local and global e-commerce. Whether you're a small business or a larger retailer, you can sell directly to users in a platform they’re already spending time on. With added features like dynamic ads and in-app checkout, it’s offers a seamless experience for both buyers and sellers to use.


Video content continues to dominate, and Facebook’s video and reels features are still highly effective. Videos on Facebook receive more engagement than other types of posts, and with reels now integrated, you can tap into shorter, more digestible formats that appeal to today’s audiences.



Is Facebook Still Relevant


Downsides to Consider

Okay, so while Facebook is still a prime platform with many advantages, there are some downfalls to consider before deciding if it's right for YOUR brand. Let's take a look!


Over time, Facebook has reduced the organic reach of posts, pushing brands to rely more on paid advertising. This means if you're hoping for purely organic growth, it might be slower than on platforms like TikTok or Instagram.


While Facebook’s audience is massive, its share of Gen Z is far smaller than competitors like TikTok and Instagram. If your target audience is on the younger side, you may need to complement your Facebook strategy with campaigns on other platforms more popular with them.



Multi-Channel Marketing.

In the days of 2024, Facebook works best as part of a multi-channel marketing strategy. Its comprehensive targeting and ad options can drive traffic to other platforms, like Instagram or your e-commerce site, while its groups and marketplace features enhance community engagement and sales. Whether you're launching a new product, running promotions, or simply engaging with your audience, Facebook can still deliver results.




So, Is Facebook Still Relevant?

So, is Facebook still relevant for marketing? Absolutely! While it may not be the trendiest or coolest platform for younger generations, it remains one of the most versatile and powerful tools for digital marketers! If your brand’s demographic includes Millennials, Gen X, or Baby Boomers, Facebook should absolutely be an essential part of your strategy.

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