Facebook still boasts the largest user base of any social network, and its ecosystem—from Pages and Groups to Ads and Messenger—remains deeply embedded in how businesses reach customers. That network effect isn’t easy to dethrone overnight. However, we’re already seeing younger audiences gravitate toward fast-paced, short-form video platforms like TikTok and BeReal, and even Twitter/X is carving out a renewed niche in real-time conversation. Unless Facebook can further innovate around immersive experiences (think VR/AR through Meta’s headset roadmap) and lean harder into video-first formats, it risks gradually ceding cultural mindshare to more agile rivals.
For businesses, that means Facebook won’t vanish anytime soon, but it also shouldn’t be the only pillar of your digital strategy. A diversified approach—combining Instagram Reels, TikTok, YouTube shorts, LinkedIn for B2B outreach and an owned audience via email or SMS—will cushion you if Facebook’s reach wanes or its ad costs spike. In short, keep investing in your Facebook presence where it still delivers ROI, but build parallel channels and your own direct customer touchpoints so you’re not left scrambling if the next big algorithm shift or new app steals the spotlight.