There’s a common misconception that Facebook is a dying social network, reserved for baby boomers. This couldn’t be further from the truth.
In 2025, Facebook will remain the biggest social media platform in the world. Furthermore, users between 25 and 34 are the largest audience on the network.
When used correctly, Facebook can be one of the top-performing marketing tools in your arsenal. Facebook’s Meta Business Suite offers a range of useful features that can help you hit specific segments with organic and paid posts. Ad types can vary, too, meaning your strategy can be adapted to any budget.
When you blend a Facebook marketing strategy with other social tools and platforms, you’ll begin to unlock even more value.
In this article, we demonstrate just how powerful Facebook marketing can be. We then take you through the key steps to creating a strong and sustainable Facebook marketing strategy of your own.
Although the specifics of each strategy may differ depending on the business, most contain the same key elements. If you’re struggling to make an impact with your strategy, perhaps you’re missing one of the following.
If your Facebook marketing strategy doesn’t contain at least some of these elements, you’re likely working from an incomplete playbook. There’s always time to revisit and rework your plan. If you need a kick start, social media management tools should be considered.
As we mentioned earlier, over the last few years, there have been unwarranted claims about Facebook being yesterday’s social media network. Sure, the emergence of TikTok and the popularity of Instagram has opened up new opportunities, but the numbers don’t lie.
Facebook has 2 billion active daily users. Furthermore, these users are more active than any other social media members. It’s also an extremely popular channel for communication.
According to Sendible’s social media trends report, Facebook was the most popular channel for scheduling content, with 6.2 million messages sent to Facebook from the platform.
In 2025, new trends and potentially new social media networks will emerge. However, Facebook looks set to continue dominating the digital landscape with an unparalleled number of users. It remains a hub for a wide range of business objectives, from branding goals to communication.
Demographics seem to be the biggest concern among modern marketers when it comes to Facebook marketing. This was a valid point several years ago. The original social network was seen as a dated platform for middle-aged or older segments of the population.
Facebook recognised this perception change and took action. In the summer of 2024, it reported attracting its highest number of young adults in three years.
Rather than compete directly with TikTok, Instagram, and Snapchat, Facebook attracts young users through its groups, marketplace, and other features. From there, users go on to view feed content or reels, like they would with other networks.
In 2024, the 25 to 34-year-old segment was the largest on Facebook. It may come as a surprise to learn that men between the ages of 18 to 24, represent the second biggest cohort. 69% of millennials favour Facebook over other networks but only 37% of Gen Z list it as their preferred platform
Unsurprisingly, Facebook is the favourite social media network among 35 and 44-year-olds. The gender distribution on the app is relatively even, giving even more merit to Facebook’s attractive marketing demographics. These market segments are the most desirable in terms of digital spending power.
Here is the full breakdown of Facebook’s demographics in 2024.
Source: Statista
Facebook is a comprehensive social platform with plenty of uses, from chatting to sharing content and from news to entertainment. Therefore, Facebook’s audience has diverse reasons for logging into the app. Here are the most common uses.
Interestingly, 53% of Facebook members use it to follow brands. This means that a large portion of your followers want to hear from you. Your Facebook page is crucial, not only for sharing updates but also as a customer service tool and an engagement platform.
The fact that Facebook allows you to sell directly is another bonus. Businesses can leverage the interaction with followers to sell. The average conversion rate on the platform is approximately 8% across all industries, which is remarkably high.
Social media management tools, like Sendible, help you to capitalise on these numbers through scheduling, communication features, team collaboration, and in-depth analytics.
Dominant forms of content typically come in trends. The popularity of TikTok over the last few years has led to a surge in short-form videos. Other apps have jumped on this trend, like Instagram and Facebook with reels.
One of the key advantages of Facebook marketing is that it allows for a variety of content. Regardless of what’s trending, Facebook generally has a channel that allows you to post optimised content. This is useful in industries that have unique trends or requirements.
For example, a technology company may prioritise video content to keep up with the latest trends. However, they may also benefit from Facebook stories or carousels to promote special offers or new releases.
Facebook isn’t just a social media website. It has evolved into a robust e-commerce platform, allowing businesses to sell directly to their customers. With Facebook Shops and Marketplace, you can set up virtual storefronts to showcase products and services.
Source: Facebook
If you already operate an e-commerce business, Facebook integrates with major platforms, like Shopify, making inventory management straightforward.
Selling on Facebook also gives you access to other unique marketing features, such as advanced targeting, shoppable posts, product tagging, and live shopping events. These enhance the buyer's journey by making the steps to purchase frictionless.
Facebook is one of the better social networks for data analytics through the Meta Business Suite and Facebook Ads Manager. These tools provide details on post engagement, ad performance, reach, impressions, click-through rates (CTRs), and conversions.
Data analytics play a pivotal role in modern marketing. Virtually all businesses strive toward data-driven decision-making to improve their campaigns and create leaner workflows.
That said, using a social media management platform can provide improved insights and give you a broader scope of your overall social media performance with analytics from multiple networks.
Building a successful Facebook marketing strategy requires careful planning and actionable steps tailored to your business goals. Below, we take you through the process, step by step.
Bear in mind that we covered some of the core components of a Facebook marketing strategy earlier. In this section, we build on those steps, making them more actionable. Plus, we highlight how Sendible can help with each one.
A successful Facebook marketing strategy starts with clear and actionable goals. There are several ways to go about setting objectives. One of the most popular approaches is the SMART system. In this school of thought, your goals should be:
This formula makes it easier to come up with goals.
For example, it’s easy to say your goal is to increase followers on Facebook. However, this goal lacks clarity. Using the SMART method, you can change this to increase your follower count by 20% within six months. The specifics make the goal clearer and provide direction, making the goal more realistic.
Sendible helps with various aspects of social media goals, particularly when it comes to tracking THEM. Sendible integrates advanced analytics into your social media dashboard, providing metrics such as engagement rates, reach, and others at a glance.
Plus, you can download daily, weekly, or monthly reports for a more in-depth look at how you’re progressing toward your goals.
There’s no point in pouring resources into a Facebook marketing strategy if you don’t know who you’re targeting. After setting your goals, the next step is to identify exactly who your target audience is.
Take into account demographics, interests, and online behaviour to create customer profiles. Depending on the nature of your business, you may need multiple. However, one is enough for most brands. Customer profiles help you engineer better strategies and campaigns as you know precisely who you’re marketing to.
Sendible makes audience research a breeze. Track important metrics to identify your top-performing content and break down the demographics and types of users engaging with it. With this data, you can easily refine your messaging to ensure maximum impact.
Quality content should be the cornerstone of your Facebook marketing strategy. Without it, your campaigns may fall flat. To keep your target audience engaged, diversify your content mix.
Varying the type of content you post keeps your audience engaged while satisfying their different preferences. Remember to maintain consistent branding across all formats with brand logos, colours, and other key details.
Sendible helps your business become far more efficient at content creation, one of the most time-consuming parts of social media marketing. The Canva integration gives you access to one of the most popular editing tools on the market, so you can perform much of the content creation in-house.
You can now create images directly through the Sendible Smart Compose Box, making the process faster and easier, whether you need to resize, crop, or edit content.
A social media content calendar helps you organise your posts and maintain consistency, keeping you on track toward your goals. By planning with a calendar, you can:
Sendible’s scheduling tool streamlines content planning. The calendar provides a visual platform for organising posts, automating publishing, and maintaining a consistent schedule. Set reminders, approval workflows, and fast analytics to posts as you please. If you want to preview or edit something, simply click on the calendar.
Tracking the performance of your posts is essential to understanding what’s actually working. Data should be the main driver behind any strategic changes. Analytics allow you to make informed decisions with confidence for better results.
Some important metrics to keep an eye on include:
Find a suitable frequency for monitoring post performance. This will vary according to your goals and business, but it should be a regular task.
Sendible’s in-depth analytics are a life-saver for marketers. You can consolidate all of your Facebook performance metrics in one place, making them easy to track and extract insights from. Publish custom reports at your chosen intervals to make sure you keep on top of data analysis. From here, you can refine your Facebook marketing strategy to drive better results.
Timing can play a big role in post-performance. It’s best to post at times when your audience is most active. This increases the chance of engagement and helps maintain consistent visibility. But, how do you find optimal posting times?
Sendible’s scheduling tool identifies optimal posting times for you. Over time, it analyses audience activity and engagement data and recommends the best times to post for maximum impact. Furthermore, you can automate posts across different time zones to see how timing affects performance in certain areas.
Engaging with your audience by responding to comments, messages, and interactions shows that your brand values its audience.
Respond promptly to comments and messages, monitor mentions and tags, and address queries and feedback. You can also drum up engagement through your content or by sparking conversations.
Sendible’s Priority Inbox is the perfect tool for community management. It’s a unified inbox where you can monitor and respond to all Facebook interactions (mentions, comments, tags, etc.) in one place. You can create alerts for specific messages ensuring you don’t miss important interactions.
In step five, we talked about the importance of tracking and monitoring post-performance. Similarly, it’s crucial to perform regular audits of your Facebook marketing strategy as a whole. The easiest way to do this is to publish monthly reports and compare key metrics and insights over a longer period.
Your monthly reports should be a collective review of your strategy, combining multiple KPIs rather than individual posts. This holistic view will help you unlock new insights to guide you through any necessary tactical adjustments or campaign refinement.
This is the final step in creating a standard Facebook marketing strategy. At this point, continuous refinement and repetition of the necessary steps are required to maintain the strategy.
With Sendible’s analytics tools, you can download daily, weekly, and monthly reports, which are ideal for auditing your Facebook marketing strategy. These reports may be tailored to your specific goals and automated to publish at set intervals.
Furthermore, you can customise reports to feature your own branding. This is a convenient feature for social media marketers dealing with multiple clients.
By now, you have the information and tools to craft a solid Facebook marketing strategy in 2025. That said, the social media landscape is constantly evolving. It’s important to keep your ear to the ground for trends and tactics to make the most out of your strategy.
Below, are some key focus areas that you should consider incorporating into your strategy in 2025.
Facebook continues to grow despite already being the largest social media network in the world. It is updated continually with brands and users in mind. Facebook should be a key marketing platform for all businesses in 2025.
Sendible’s all-in-one social media management tool provides you with exactly what you need to create an optimised Facebook strategy. If you use multiple social media networks, you can oversee all responsibilities from one place. Sendible’s features are tailor-made for marketing agencies and social media marketers.
The Canva integration and Scheduler streamline content creation and scheduling. The Dashboard, Smart Compose Box, and Priority Inbox make engagement and interaction seamless. Plus, the in-depth analytical features allow you to track post performance and learn as you go.
Our comprehensive suite of tools includes many more vital features, from collaboration workflows to AI Assistance.
If this sounds like something your brand would benefit from in 2025, try Sendible for free with our 14-day trial.