With over 35 million daily active users in FranceFacebook in 2025 will remain an essential platform for many companies. And yet, its future is open to 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 media giant still offer? What challenges do brands need to overcome to take advantage of them? We help you decipher the issues and optimize your strategy on Facebook in 2025.
Facebook: a behemoth with many assets
Unmatched advertising capabilities
Facebook remains one of the most successful platforms for targeted advertising. By combining demographic data, purchasing behaviors, and interests, businesses can serve ads to a precisely defined audience. In 2025, this advertising precision remains a major selling point for brands looking to maximize their return on investment (ROI).
For example, a local business can target potential customers within a specific geographic radius. Built-in measurement tools allow you to track campaign effectiveness in real time, a benefit 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 MetaThese spaces offer a unique opportunity for brands to engage 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, thus strengthening their loyalty.
A powerful tool for customer relations
With Messenger, Facebook offers a direct channel of communication between businesses and their customers. By 2025, automation through chatbots allows for instant answers to frequently asked questions, while leaving room for more human interactions for complex requests.
Facebook's Growing Challenges in 2025
The fall in organic reach
Organic reach, once a major asset, has fallen drastically over the years. By 2024, only 5 % subscribers of a page saw their posts without sponsorship. This decrease forces brands to invest more in advertising to maintain their visibility, which can weigh heavily on budgets, especially for small businesses.
The growing cost of advertising campaigns
Between 2020 and 2024, the cost per click (CPC) on Facebook increased by almost 17 %This increase, due to high demand and saturation of advertising space, poses a challenge for companies with small budgets, which must redouble their efforts to optimize their ads and achieve their objectives.
Fierce competition from new networks
TikTok, Instagram and LinkedIn are attracting specific audiences with innovative formats. For example, TikTok attracts younger generations with its short, immersive videos, whileInstagram favors visual and creative content. These platforms offer competitive alternatives that push brands to diversify their strategy.
How to optimize your Facebook strategy in 2025?
Investing in videos and interactive content
Live videos, Reels, and other immersive formats are now prioritized in Facebook's algorithm. Brands that focus on visual storytelling capture more attention and increase engagement.
Adopt a multi-channel strategy
Facebook remains an effective lever, but it must be integrated into a comprehensive approach. For example, combining Facebook with Instagram for visual content and TikTok to attract a younger audience can broaden the reach of campaigns.
Leveraging Integrated E-Commerce
With tools like Facebook Shops, businesses can transform their page into an online store, simplifying the shopping experience. Sales through these tools have increased by 40 % between 2023 and 2024, making it a key strategic axis for 2025.
Facebook in 2025: an opportunity or a risk?
With 74,% of French Internet users using Facebook each month, Facebook remains relevant for businesses targeting a mature audience or looking to leverage its advanced advertising tools. However, its effectiveness depends on your industry, target audience, and resources.
For small local businesses, Groups and Messenger remain valuable assets. On the other hand, brands looking to capture younger generations will need to prioritize TikTok or Instagram.
What about you? What place do you give to Facebook in your digital strategy in 2025?
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