💀 Written off, yet totally on trend? This is how Facebook is doing in 2025!

1. The role of Facebook

More than 60 % of Austrians are active on Facebook, meaning the platform reaches almost two thirds of the population. Facebook also has a broad age distribution: more than 80 % of those aged 30 to 39 have an account. Only among those under 20 has the platform seen losses, with the usage rate here at just 39 %.

Despite the boomer cliché, Facebook remains relevant for younger target groups too. And: Facebook still generates more than half of all web traffic from social media in Austria. Whether organic posts or adverts, the platform is an important traffic driver for companies that want to link their content. Meta therefore also recommends posting at least once a day to maximise reach. 

How Facebook works in 2024!

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2. What is shown on Facebook?

Meta has clear guidelines on what is displayed in users’ News Feeds. Most content comes from friends and family, but an ever-growing share belongs to the “Unconnected” category – content that is suggested independently of users’ own friends list or followed pages. This also includes Reels, which are displayed automatically based on interests. This category now accounts for more than 25% of the feed and is growing steadily.

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3. The success of vertical short videos

With the trend towards vertical short videos, led by TikTok, Facebook and Instagram are following suit. Vertical videos, especially in the Reels format, are becoming increasingly important on Facebook. On 2 October, we launched the “Sepp, what are you doing?” campaign on Facebook alongside Instagram, TikTok and YouTube. The campaign relies on daily posted portrait-format short videos displayed in the Reels feed. After two months, the campaign already has more than 17.000 followers on Facebook.

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4. Why do vertical videos work so well?

The introduction of vertical short videos on platforms such as TikTok, Instagram and now Facebook shows just how much this format has changed the social media world. TikTok pioneered this approach and created an environment in which users spend around an hour on the platform every day. This long time spent on the platforms is a key success factor, as it enables platforms to place more advertising and thus increase their revenue. Instagram and Facebook followed with Reels, and YouTube introduced YouTube Shorts. Even LinkedIn and X (formerly Twitter) now offer vertical video feeds to tap into the trend and attract the extreme usage time.

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Best performer: Halloween Special 

The best-performing Reel on Facebook for Sepp Schellhorn was the Halloween Special: with over 550.000 views and more than 580 shares, it broke records. By comparison, the same video on Instagram achieved 663.000 views, with over 440.000 followers. This example clearly shows that authenticity and the perfect mix of hook, watch time and engagement win reach on social media.

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5. Facebook’s focus for 2025: Reels, Reels, Reels

For 2025, Facebook’s focus is clearly on Reels. Since content from pages is barely, if at all, still displayed in the News Feed, Reels are the most effective way to grow organically and reach new target groups. While platforms such as Instagram and TikTok try to keep users away from external links, Facebook still offers the option of posting links directly and directing users to websites.

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Who watches the Reels?‍

An analysis of the Reel above makes it clear: the short videos are definitely not produced and published just for the existing community. Only 3% of the Halloween Special’s views come from followers. All the others reach the video through the Reels feed. This makes it all the more important to identify the interests of potential viewers and tap into those interests. If you want to grow with Facebook Reels, you need to be able to address more than just your followers.

Features such as co-authors, Branded Partnership and editing short videos in the app have long been added: Reels on Facebook now have almost all the same features as Instagram. The Story feature is also similar to the one on Instagram. So there is nothing stopping you from adapting your content strategy for Facebook too!

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Conclusion: Facebook in your social media strategy for 2025

Although Facebook is often dismissed as outdated, the platform remains relevant in 2025, especially due to the growing importance of vertical short videos. Companies already producing successful social media formats for other channels should no longer overlook Facebook. The Reels strategy is more important than ever on Facebook too, while other content is increasingly losing priority in the Facebook feed. The rules of the game are the same: a strong hook, long watch time and high engagement bring the bang to your videos!

For everyone who has read this far, there’s also a happy group photo!