Facebook: Still the Giant

Every few years, someone declares that Facebook is “dead.” Yet the data tells a different story. With more than 3 billion monthly active users worldwide as of 2023 (Statista), Facebook remains the largest social media platform on the planet. For businesses, that scale alone makes it impossible to ignore. No other digital channel offers the same reach across demographics, industries, and geographies.

But Facebook’s value is not just in numbers — it’s in behavior. According to Hootsuite, 70% of Facebook users engage with business pages each month. That means they aren’t only connecting with friends and family; they’re actively seeking out and interacting with brands. For local businesses, it has become the modern storefront. For global brands, it’s a hub for community and customer service.

The advertising system is where Facebook shows its unmatched strength. Businesses can target audiences by location, interests, life stage, or behaviors with precision that traditional marketing could never deliver. Meta’s own data reveals that Facebook ads reach over 60% of the U.S. population and continue to provide some of the most cost-effective impressions in digital marketing. The ability to measure clicks, conversions, and ROI in real time has made Facebook a standard investment for companies of every size.

Another overlooked fact is the way Facebook integrates commerce. Features like Shops, Marketplace, and lead generation ads blur the line between discovery and transaction. A customer can see a product in their feed, click into a Shop, and complete a purchase without leaving the platform. This seamless journey reflects why Facebook influenced 19% of all online purchases in 2022 (Deloitte).

Critics argue that younger generations are moving away from Facebook, and while it’s true that usage among Gen Z is lower, the platform’s strength lies in its breadth. Facebook remains dominant among Millennials, Gen X, and Baby Boomers — groups that collectively represent the majority of purchasing power in today’s economy. For businesses targeting decision-makers or families, Facebook is not just relevant; it’s essential.

The conclusion is unavoidable: Facebook is not dying. It is evolving, and businesses that evolve with it continue to see measurable growth. The reach, the targeting, and the integration of commerce create an environment where visibility and sales can happen simultaneously.

The last couple of weeks, we built the foundation of why social media itself is non-optional. This next month, we'll continue exploring the platforms one by one. Facebook remains the giant — next week, we’ll shift to Instagram, where visuals, engagement, and commerce collide.

If you’re still wondering whether Facebook deserves a place in your marketing strategy, the numbers have already answered. Let Victory Assistants help you leverage them.