Brodrick Aberly | Seattle | Nov. 2022

Is it me or is Facebook just not what it used to be? From metaverse flops to serious criticism over personal data and privacy, the tech giant has seen its fair share of challenges. You add in the declining number of Gen Z users and the emergence of huge competitors in the social media sector and things start looking pretty bad for Facebook. These concerns have led some people to question the relevance of the platform as a media and communications tool. Some folks have gone so far as declaring Facebook dear. But is it really?

Well, I’m here to assure you that, despite the challenges it’s facing, Facebook is still a potent tool for media and communications professionals. Let’s talk numbers a bit. With nearly 3 billion monthly active users, it has effectively held its title as the most widely used social platform globally. 70% of internet users are active on at least one Meta platform, which encompasses Facebook, Instagram, Messenger, and WhatsApp.

Mark Zuckerberg, Facebook's CEO, has boldly declared 2023 as the "year of efficiency." With a staggering 2 billion daily logins, it's clear that Facebook is far from its demise. So how do we harness Facebook's potential? Understanding your target audience and crafting relevant content is crucial.

Some of Facebook’s rules for advertising have been revamped. Now, advertisers can only target their ads to people based on the things users willingly share on their profiles, like interests and what they do. This might seem restrictive, but it actually offers media and communication professionals a more effective way of reaching their ideal audience. Facebook's new interest-based targeting features, such as engagement custom audiences and lookalike audiences, empower you to reach the communities most likely to resonate with your content.

It's premature to write off Facebook. I mean it’s still a platform with a colossal user base. Combine that with continuous investments in cutting-edge technology, such as AI and virtual reality, and it begins to seem like Facebook is poised to integrate even further into our daily lives.