Contents
Despite being around for almost 20 years, Facebook is still a dominant social media platform. Don’t believe me? Check out these stats:
- Facebook has approximately 3.065 billion monthly active users as of the fourth quarter of 2023, maintaining its position as the world’s most-used social platform.
- Facebook is still growing, with a year-over-year increase of 5.5% from Q4 2022 to Q4 2023.
- Recent data indicates that Facebook is attracting its highest number of young adults (ages 18 to 29) in three years, with over 40 million daily active users in this demographic across the U.S. and Canada.
- In the United States, users spend an average of about 30.9 minutes on Facebook daily, surpassing other leading platforms such as Instagram and TikTok.
Clearly, Facebook is still very much alive and well in 2025, and marketers would be wise to take note of the following Facebook trends that are expected to shape the platform in the coming years.
1. Enhanced AI in advertising
Facebook is increasingly leveraging artificial intelligence to optimize ad campaigns. AI-driven tools can automate creative testing, budget allocation, and audience targeting, enhancing campaign efficiency and effectiveness.
These AI tools, called Advantage+, can help marketers save serious money on ad costs. According to Facebook, Advantage+ can lower the cost per purchase by as much as 68% and the cost per acquisition by an average of 26%.
With these numbers, it’s clear that Facebook is investing heavily in AI to maintain its position as a leading advertising platform.
2. The rise of video content
Video has been on the rise for years, and Facebook is no exception. Short videos, particularly through Facebook Reels, are another Facebook trend capturing significant user attention. Creating engaging videos under 15 seconds can boost visibility and engagement. With the ability to add music and effects, Reels can also help brands showcase their creativity and authenticity.
Additionally, live video is expected to continue its popularity on Facebook. Brands can use this feature to provide behind-the-scenes content, host Q&A sessions or product launches, and connect with their audience in real-time.
Incorporating user-generated content (UGC) in video strategies can also build trust and authenticity with audiences.
If you need help creating captions for your video content, check out our post on 255 nice captions for Facebook.
Facebook is transforming into a comprehensive shopping platform, enabling in-app purchases through features like Facebook Shops. This seamless shopping experience reduces friction in the customer journey, potentially increasing conversion rates. Furthermore, the introduction of Facebook Pay allows for secure transactions within the app.
Additionally, features like customer reviews and ratings within Facebook Shops enhance trust and transparency, creating a dynamic environment that promotes both discovery and purchase.
The platform is also testing a new feature called “Live Shopping,” which allows businesses to showcase and sell products in real-time during a live stream. This feature combines the popularity of live videos with the convenience of shopping, making it easier for brands to drive sales.
Product marketers would do well to pay attention to this Facebook trend and consider how they might integrate Facebook shopping into their overall marketing mix. By leveraging Facebook’s extensive user base and robust shopping features, businesses have the potential to reach a larger audience and drive more purchases.
4. Shift toward content from non-followed accounts
In an effort to drive more discovery and engagement, Facebook is going to be showing users more content from accounts that they don’t follow. This Facebook trend is similar to TikTok’s approach to content discovery.
As reported in The Verge:
“Facebook will also begin testing an “Explore” tab, which sounds similar to the Instagram feature of the same name: a personalized page with recommended photos, videos, and other content that is unique from person to person.”
This shift in content discovery highlights the need for marketers to consistently focus on creating outstanding, engaging content that will resonate with their audience. With this shift towards personalized recommendations and discovery, it’s important for businesses to prioritize creating meaningful connections with their audience through authentic and relevant content. This will not only increase engagement but also build trust and loyalty with potential customers.
If you need help creating eye-catching, visual content that grabs people’s attention, consider using Picsart’s Facebook post templates and Facebook post maker. These templates are designed to help you quickly and easily create stunning posts that will stand out in the feed, increasing the chances of your content being discovered by new users.
5. Focus on attracting younger users
As we noted above, Facebook has seen an increase in younger users, and this is probably due in part to their focus on attracting a more youthful crowd. They are currently testing out two new features in select cities in an effort to draw younger people. The first feature is the “Explore” tab, which we already discussed.
The second feature is a “Local” tab, which shows users nearby events, community groups and local items for sale.
As a marketer, this means you may want to consider targeting younger audiences on Facebook by creating posts or ads that cater to their interests and needs. This could include utilizing hashtags, joining relevant community groups, or hosting local events that can be promoted through the “Local” tab. By tapping into these features and engaging with younger users, businesses have the opportunity to expand their reach and attract new customers.
If you’re not sure how to set up an event on Facebook, check out our recent post “How to set up an event on Facebook“.
6. More Meta AI
Meta AI was launched in April of 2024 and we should only expect this Facebook trend to become more prominent on Facebook in the coming year. This artificial intelligence technology is used to personalize the user experience on Facebook, from showing relevant content in the newsfeed to suggesting friends and groups to join.
For marketers, this means paying attention to how your content is being personalized for users. It also means utilizing data and insights provided by Meta AI to better target your audience and create more effective campaigns. As Meta AI continues to evolve, it will become an even more powerful tool for businesses on Facebook.
7. Growth in the use of Facebook Marketplace
Facebook Marketplace is already being used by 55% of Americans and by around 33% of people around the world. We should expect this trend to continue, with even more people taking advantage of the marketplace to buy and sell goods.
What does this mean for marketers and businesses?
It provides a direct channel to connect with potential customers and showcase products or services. Using Facebook Commerce, businesses can upload their product catalog to and show their products on the Marketplace. Additionally, Facebook allows businesses to run ads to promote their products and services on the Marketplace.
This means that businesses can reach a wider audience and increase their sales potential.
Another aspect of Facebook Marketplace that businesses should pay attention to is the rise of local commerce. With features such as location-based listings and buy/sell groups specific to certain communities, Facebook Marketplace allows for a more personalized and localized shopping experience.
This Facebook trend presents an opportunity for small and local businesses to tap into their immediate market through the platform.
8. Increase in user-generated content (UGC)
User-generated content (UGC) refers to any content created by users, rather than businesses or brands. This can include posts, reviews, photos, videos, and more.
For example, let’s say that your business sells coffee cups. Your customers might post photos of themselves on Facebook using your coffee cups. That’s UGC.
You can, and should, utilize UGC in your online marketing. Reshare content that your audience creates, engage with them in the comments, and thank them for their support.
UGC is a powerful tool because it is perceived as more authentic and trustworthy by consumers. In fact, many consumers find UGC more influential than brand-generated content when making purchasing decisions.
With the rise of influencer marketing and the importance of social proof in purchasing decisions, UGC has become a valuable asset for businesses. It adds authenticity and credibility to their brand and products.
Conclusion
As these Facebook trends show, Facebook isn’t going away any time soon. It continues to evolve and provide new opportunities for businesses to connect with their audience and increase their sales potential.
By utilizing these trends, businesses can stay ahead of the curve and make the most out of their presence on Facebook. Whether it’s through live streaming, messaging, or leveraging UGC, there are plenty of ways for businesses to utilize Facebook as a powerful marketing tool. So don’t miss out on these trends and start incorporating them into your social media strategy today.