Today's episode of Confessions From the Home Office takes a look at the state of Facebook marketing and whether it's still relevant for businesses in 2025.
Key Stats
- Facebook has over 3 billion monthly active users
- Meta apps (including Instagram, Messenger, WhatsApp) have 3.3 billion daily users!
- About 50% of Facebook content shown is now from non-connected sources (similar to TikTok's For You page)
What's Working on Facebook
Short-Form Videos (Reels)
- 90-second video format
- Best practice: Create in Instagram first, then cross-post to Facebook
- More features and intuitive editing in Instagram
- Need strong hooks in first 3 seconds
Example Hooks:
- "You've been doing your social media wrong this whole time"
- "The secret to being your own boss that nobody talks about"
- "I tested this AI tool for 30 days and you won't believe what happened"
- "This 10-second hack will change how you schedule your social media"
- "What other marketing consultants don't want you to know"
Text Posts with Colored Backgrounds
- Stand out in the feed
- Use emojis for added attention
- Recommended frequency: 1-2 times per week
Stories
- Effective for staying top of mind
- May not perform as well as Instagram Stories
- Still valuable for brand visibility
Changes in Analytics
- Video views now counted after one millisecond (previously 3 seconds)
- Important to consider this when evaluating performance metrics
- Focus on private message shares (DMs) as key engagement metric
Meta AI Features
- Comment summarization for long threads
- Ad headline generation
- Improved copy suggestions
- Better audience targeting through Advantage plus feature
- A/B testing capabilities between human and AI-written content
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