Is Facebook really dead, or does it still have potential?

Facebook is one of the largest and most popular social networks in the world, which maintains its leadership in the ranking of the most used platforms in Slovakia. According to available statistics, this platform dominates the Slovak digital space, thus confirming its position as a key player in the field of online communication.

Facebook, led by Mark Zuckerberg and his group of fellow students, was created at Harvard University as a platform primarily intended for connection and communication between students of this university. However, from its humble beginnings, it has developed into a global social network that today connects people from all over the world. Despite the fact that Facebook is considered the most popular social network, there are a number of opinions claiming that it is "dead", "no one uses it anymore", or that it is "only for older people". However, these statements do not reflect the whole truth. Facebook still maintains its relevance and offers various possibilities of use even today.

According to many recognized marketing experts and social media managers, Facebook continues to have significant potential and can bring considerable benefits. The key step is to identify the target group that actively uses Facebook, find out why they use it and understand what content appeals to them the most. This understanding will help create strategies that are not only effective but also tailored to users' needs and preferences, increasing engagement and reach on the platform.

Statistics from January 2024 indicate that Facebook is most often used to stay in touch with friends and family, as well as share photos and videos. A unique feature that sets Facebook apart from other social networks is its Groups. The number of users actively engaged in communication in various focused groups is increasing, which offers an opportunity for the exchange of knowledge and opinions between people with similar interests.

How to Break Through on Facebook

In 2024, when publishing on Facebook, it is recommended to focus primarily on text statuses and photos, which have proven to be the most effective forms of content for engaging and interacting with users.

Text statuses on Facebook are becoming increasingly popular, with those that encourage users to interact experiencing the most success. An example is a post from Rádio Expres, which invites its followers to write the best tips for evening snacks. Such a post can effectively attract users to the discussion, spark a wave of creative snack ideas, inspire them to share their own tips, and thus increase engagement on the page. This approach proves that good community engagement can be the key to success on social networks. You can see it in the example 👇

Photos, including photo carousels, are another type of content that is gaining popularity on Facebook. Carousels are able to keep users' attention longer, thanks to their visual appeal. When creating them, it is important to pay attention to the context and think about the selection of images. The ideal number of photos for a carousel is four, which together create a harmonious whole or collage. An excellent example of how to effectively use this format is the company Škoda Auto, which is able to use a photo carousel to present its vehicles in an engaging way. This approach not only engages the viewer, but also offers a story or context that complements the visual experience. You can see it in this example 👇

In the case of other types of content, such as links and Reels, these formats seem to be starting to lose credibility. Although links to blogs, articles and other websites make up a significant portion (up to 50%) of all posts on Facebook, their popularity is gradually declining and users are paying less and less attention to them. Short videos, known as Reels, are also seeing a decline in interest on Facebook, which is mainly due to the strong position of platforms like Instagram and TikTok in promoting this video format. Facebook is therefore trying to find its own way and focus on other types of content to maintain its uniqueness and attract users with different interests or preferences.

The above trends in the use of different types of posts on Facebook show that this platform is far from being "dead" and continues to evolve. The key to success on Facebook is understanding the target group you want to reach and adapting to what resonates on the platform. With every social network, constant changes come, so it is essential to always be one step ahead and follow the latest trends and user preferences. What worked in the past may not be effective now, so flexibility and willingness to experiment with new formats and strategies can lead to greater engagement and success on this dynamically changing platform.