Will it still be worth betting on FACEBOOK in 2025?

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With the introduction of new features and improvements, Facebook continues to offer unrivalled opportunities for businesses to connect with their audience in more meaningful and effective ways. If you think Facebook is dying and you're considering divesting from the network, think again, and here are some ideas to think about.

Facebook is as big as it looks!

Facebook is a colossal marketing platform that provides access to a truly gigantic audience of potential customers.

In 2023 FACEBOOK continued to grow and reached the impressive milestone of 3 billion monthly active users.

This continued expansion solidifies Facebook not just as a social network, but as an unrivalled digital marketing platform.

This monumental audience size isn't just imposing because it's big, it's also crucial for campaign optimisations and machine learning. With millions of users available for segmentation, the platform's algorithm is able to collect performance data on a large scale, implementing strategic adjustments to improve return on investment (ROAS) and scale results.

Forecasting continued growth into 2025, Facebook offers significant opportunities to increase brand awareness, attract new customers and expand marketing efforts.

Privacy concerns have caused FACEBOOK to lose a lot of data, but Facebook is fighting back.

Beyond its size, Facebook proved in 2023 that, despite growing concerns about data privacy, it is not willing to throw in the towel.

The loss of valuable data for ad management has been inevitable over the last few years, but Facebook has adapted, using AI to try to make up for where data is lacking, and introducing new features such as server-side tracking via the Conversions API (CAPI), which allow companies to position themselves efficiently in front of their target audience, despite tracking limitations.

Facebook has highlighted the importance of personalised ads, especially for small businesses, as a vital tool for telling their stories and connecting with consumers in an economical and effective way.

Companies can manage personalised ads on Facebook in mainly two ways: manually as has always been possible, by creating specific creatives for small, homogeneous audience segments, and by using the features of Meta Advantage+.

• Manual management of ads: This method involves creating targeted ads manually, where companies define their audience based on criteria such as demographics, interests, behaviours and connections. They can also use personalised and lookalike audiences to reach existing customers or new users with similar characteristics. This process requires a detailed understanding of the target audience and a strategic approach to defining the audience.

  
  

• Meta Advantage+: This system automates the entire campaign creation process, from audience segmentation to ad placement and budgeting. One of the features, Advantage+ Audience, allows for more flexible and dynamic segmentation, using inputs such as age, gender and segmentation details as suggestions, but not as rigid restrictions. This allows the ad system to explore additional interests and reach individuals with greater conversion potential. In addition, Advantage+ Creatives helps improve the quality of digital adverts by adjusting brightness, applying filters, changing the aspect ratio and even adding 3D animation to images.

  
  

With advanced segmentation and personalisation options, Facebook allows for more efficient management of advertising budgets, resulting in a higher ROI for companies and effectiveness at all stages of the sales funnel, from awareness to conversion.

And Facebook continues to innovate, bringing new features and improvements that keep the platform relevant and at the forefront of digital advertising.

And what to expect from 2025?

In 2025, Facebook is expected to continue innovating, reinforcing its commitment to areas such as artificial intelligence (AI), augmented reality and virtual reality.

Underpinned by the recent launch of Meta Quest, the glasses that combine augmented reality with virtual reality, we may be witnessing the start of a new movement, a new form of interaction between people and physical and virtual reality.

• AI-Powered Content Creation and Discovery on Facebook: By 2025, Facebook is expected to emphasize content creation and discovery powered by artificial intelligence (AI). The platform is focused on generating creative and expressive tools, improving ad formats, videos and multimodal experiences. AI will not only facilitate content creation, it will also boost the discovery of relevant content, recommending a variety of content types beyond Reels, such as photos, texts, groups and videos. A new way to explore the platform.

• Continue the growing investment in AR: Facebook is stepping up its investment in augmented reality technologies. This includes the development of tools and functionalities that integrate AR in innovative ways into the platform, enabling new forms of interaction and experience for users.

• Integration with Metaverse: Facebook is deepening its involvement with the metaverse. The platform is expected to integrate features that allow users to interact in more immersive and innovative ways, using augmented and virtual reality technologies.

The integration of artificial intelligence into content creation and discovery, growing investment in augmented reality (AR), integration with the metaverse and the "launch" of new augmented reality glasses are all innovations that promise to transform the way we interact with the platform and the world. Improving not only the user experience, but also offering new opportunities for companies to connect with their audience in more engaging and effective ways.