All Blogs,Digital Marketing, - January 25, 2024

Is Facebook Marketing Still Relevant in 2024?

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Undoubtedly, Facebook has been one of the most important digital marketing on Facebook over the last decade. But with changes to the Facebook algorithm updates and increasing competition from other social media networks, is Facebook still as relevant in 2024 as it was in 2012? 

In this blog post, we’ll discuss whether Facebook is still a valuable marketing tool, its competitors concerning marketing viability, and how these platforms can help you reach your target audience. Let’s dive in!  

What Happened to Facebook?  

When it was first introduced, Facebook stood out as the premier platform for social media advertising. With the acquisition of well-known platforms like Instagram and WhatsApp, finding someone not engaged with Facebook’s network was unusual. However, a series of events began to change this.   

First came controversies, followed by privacy breaches and intense government scrutiny. With this, Facebook made site updates that hindered businesses from effectively reaching consumers. This combination of factors caused a significant wave of negative publicity for Facebook, and as a result, the company’s reputation and appeal have been continuously eroding.   

Despite the negative publicity and uprising of contemporary competitors, Facebook remains in some ways a great marketing platform for businesses to reach a specific target audience. Below, we’ll outline some of the pros and cons of Facebook marketing so you can determine whether it’s worth your investment.  

What Are the Pros of Facebook Business Marketing?  

In the constantly evolving world of social media, Facebook has uniquely positioned itself as a versatile and powerful tool for businesses. This platform’s adaptability and advanced Facebook audience targeting capabilities make it valuable for marketers looking to connect with their audience effectively.   

As we explore Facebook marketing strategies and adapt to social media trends in 2024, we’ll uncover the multifaceted advantages that Facebook offers, revealing why it remains a top choice for businesses aiming to enhance their digital presence.  


Facebook is highly popular among the 35-44 age group, particularly older millennials who have continued to use the platform since its early days.  

Globally, Facebook’s reach is extensive but varies by region. Only 10% of its users are from the United States or Canada. At the same time, Europe accounts for 446 million active users, and the Asia-Pacific region boasts over 1.2 billion monthly active users, highlighting its broad international appeal.   

Additionally, the platform is notably popular among Hispanic individuals, with over 72% using Facebook, making it a dominant social media platform for this demographic.  

These demographic shifts and patterns underscore Facebook’s evolving role in the digital landscape, reflecting changes in user preferences and behaviors across different age groups and regions.  

Flexible and cost-effective   

Facebook has a robust online advertising tool integrated into the platform itself. You can tailor your ads by demographic and interest more than other social media outlets.   

Facebook marketing also offers more freedom in terms of budget constraints. You can run an ad campaign with a low budget and still expect to see results from it.   

The typical cost for each click on Facebook ads, spanning various industries, is relatively low at $0.83, much lower than the average CPC for Google Ads. This means businesses can reach and convert website visitors more cheaply.  

There is also more flexibility to adjust and redefine your ads to generate optimal returns by exposing them to the exact target audience that will most likely take action.  

The rise of video marketing   

Video marketing has emerged as a fundamental element in successful digital strategies, especially on platforms like Facebook. In recent years, the preference for video content has surged, with users increasingly engaging with video over other types of content.  

In 2024, this trend continues to grow. Brands leverage Facebook’s video capabilities to capture user attention, tell compelling stories, and drive engagement. The platform presents a range of formats designed to meet diverse audience preferences, from short-form videos and stories to live broadcasts.  

Furthermore, Facebook’s algorithms have evolved to prioritize video content, recognizing its high engagement rates. This shift means that video content often enjoys greater organic reach and engagement than other content types.  

For businesses, this emphasizes the importance of incorporating video into their Facebook marketing strategies. By doing so, they can connect more effectively with their audience, enhance brand visibility, and drive meaningful interactions.  

High user engagement in Facebook ads  

Facebook ads demonstrate impressive user engagement, a critical factor in their effectiveness as a marketing tool. The average click-through rate (CTR) for these ads across various industries is 1.51%, a significant figure in digital advertising. This percentage suggests that many viewers find Facebook ads engaging enough to click on them.   

Such a high engagement rate indicates Facebook’s ability to capture user attention effectively, making the platform a valuable resource for businesses aiming to boost their online marketing strategies. The success of Facebook ads in engaging users can be attributed to the platform’s sophisticated targeting options and the creative freedom it offers advertisers.  

What Are the Cons of Facebook Business Marketing?  

Now, let’s explore some of the reasons why Facebook marketing might not be the best fit for your business. 


If your target audience falls below the 30+ age group, Facebook marketing may not be the most direct channel for your ad campaigns. The platform has seen a significant decline in its younger user demographic, with only about 33% of teenagers having an active Facebook account, down from 71% in 2014-2015.   

Daily usage among teens is relatively low, with only 19% using Facebook daily. In such cases, platforms like YouTube, TikTok, and Instagram could offer more exposure and relevance for marketing your business.  

However, Facebook might still be worthwhile if your strategy includes targeting the parents or grandparents of your younger audience. In such scenarios, creating content that these older demographics find appealing and are likely to share with their younger family members is essential.   

The content should be crafted to encourage sharing with and discussion among the younger audience, leveraging the platform’s broader reach among older users.  

This approach can be a clever way of indirectly reaching your intended younger audience through their family connections. Recognizing these demographic shifts, a digital marketing agency like Agency Partner Interactive can help you curate content that resonates with your chosen audience.  

Platform-specific requirements 

In 2024, Facebook’s approach to content visibility and organic reach for businesses emphasizes generating meaningful interactions. Content that encourages conversation and engagement, like compelling videos and images, tends to be prioritized by the algorithm.  Additionally,  

  • The authenticity and quality of content are fundamental to influencing user interactions. 
  • Timeliness is also essential, as the algorithm favors newer posts.  
  • Relevancy is crucial, with Facebook assigning a relevancy score to each post, impacting its visibility.   
  • Mobile optimization is essential due to the high number of mobile users, including ensuring suitable media dimensions and quick loading times.   
  • Interaction with the audience, like responding to comments, enhances post visibility, as does posting during peak audience activity times.  
  • Personalized communication also plays a role in improving content performance on the platform.  

If your business isn’t meeting these criteria, you might have a lower chance of success on Facebook’s platform compared to alternative channels  

The Future of Facebook Advertising & Trends  

As we evaluate the Facebook Marketing trends in 2024, it’s crucial to understand the evolving dynamics of the platform. Despite facing challenges, Facebook continues to innovate, adapting to the changing digital landscape. This adaptability is critical to understanding the future of Facebook advertising.   

Rise of micro-influencers  

In 2024, Facebook advertising is seeing a shift towards micro-influencers. Although these influencers have smaller followings, they often hold significant sway within their specific niches.   

They offer higher engagement rates and can be more cost-effective than macro-influencers, making them a strategic choice for businesses looking to build credibility and sales through influencer partnerships. 

AI-powered Facebook messenger experiences  

AI technology is being increasingly utilized in Facebook marketing. Chatbots integrated through Facebook Messenger are becoming more sophisticated, enabling businesses to enhance customer engagement, support, and lead generation.   

Adopting AI in chat support can handle a significant portion of customer interactions, freeing up resources for more complex tasks.  

Ecommerce integration on Facebook  

Facebook’s evolution into an e-commerce platform will continue in 2024. The platform has been enhancing its ecommerce features, making it easier for users to discover, view, and purchase products directly through Facebook.   

This merge of social media with online shopping is crucial for ecommerce brands, emphasizing the importance of having a well-organized Facebook Shop and utilizing shoppable ads and product-led campaigns.  

Get Started on Your Social Media Plan with Agency Partner Interactive  

There isn’t a straightforward answer to the question: is Facebook marketing still relevant in 2024?   

When developing your marketing strategy with a Dallas web design agency or an internet marketing agency, it’s important to define your target audience, the type of content you want to create, and your ad spend budget. This is the key to generating brand exposure and engaging with your audience in the most impactful and relevant way.   

As a digital marketing agency and web development agency, we offer social media marketing services to help you craft powerful digital marketing strategies. We’ve successfully helped a business PPC campaign by boosting conversion rates up to a staggering 169% and reduced costs per lead by 65% — all within a three-month period.  

For more information on how Facebook marketing or other forms of social media marketing in 2024 would work best for your business, contact Agency Partner Interactive and schedule a consultation.   

Our expert social media marketing team will help you develop a powerful marketing strategy to expand your reach and engage with your target audience to help accelerate your business growth.