Is it worth continuing to invest in FACEBOOK in 2025?
- Rocket Fuel Ads
- Apr 6
- 3 min read
With the introduction of new features and improvements over the past few years, Facebook continues to offer unique opportunities for businesses to connect with their audiences in more meaningful and effective ways. If you think Facebook is dying and are considering divesting from the network, think again. Here are some reasons to consider.
Facebook continues to be a powerhouse in digital marketing
Facebook is a massive marketing platform that provides access to a truly massive audience of potential customers. In 2024, the platform surpassed 3 billion monthly active users and is expected to continue growing in 2025. This continued expansion solidifies Facebook as not just a social network, but as an indispensable digital advertising infrastructure for brands of all sizes.
The monumental size of the audience proves essential for campaign optimizations and machine learning. With millions of users available for targeting, the platform’s algorithm collects performance data on a large scale, applying strategic adjustments that increase return on investment (ROAS) and help scale results.
In 2025, Facebook continues to be one of the most relevant channels for increasing brand awareness, attracting new customers and expanding digital marketing efforts – especially when integrated with Instagram and WhatsApp, all under the Meta umbrella.
Privacy and tracking: challenges and solutions
Despite growing concerns about data privacy, Facebook hasn’t thrown in the towel. Losing valuable data for ad management has been a challenge in recent years, but Facebook has adapted. Using artificial intelligence and developing new tools like server-side tracking via Conversions API (CAPI) allows businesses to effectively position themselves for their target audiences, even with tracking limitations.
In 2025, Meta is investing in improving differential privacy and developing APIs that enable better tracking without compromising user data.
Increasingly powerful advertising tools
Facebook offers two main ways to create effective campaigns:
• Manual Ad Management
This method continues to be effective for companies that want to control their ads in detail. Audiences can be defined based on criteria such as demographics, interests, behaviors and connections. Custom and similar audiences also allow you to reach audiences that are more likely to convert. Although more laborious, this model is important to help the meta and find people who are more likely to be interested in the products and services you want to sell, and to have control over the results. While the previous "hyper-segmented" campaigns should now be done from the content side, and not from the audience side, as segments and audiences that are too closed are no longer a good practice for most companies and brands.
• Meta Advantage+
The Meta Advantage+ system automates the entire process – from targeting to ad delivery. One of the most important features is Advantage+ Audience, which uses inputs such as age and interests as suggestions rather than restrictions, allowing the system to find audiences that are most likely to convert.
Advantage+ Creatives improves the visual performance of ads by adjusting brightness, filters, backgrounds, aspect ratio and even introducing 3D animated elements.
By 2025, these features will be even better and more refined, with generative AI algorithms capable of adapting creatives in real time based on user behavior.
In 2025, our suggestion is that you carefully analyze the help that META's AI is giving in the creation of each campaign and use the options provided whenever they make sense.
And what to expect from 2025?
Facebook in 2025 is not just a social network – it’s a digital experience platform powered by AI, AR and VR.
• Intelligent, AI-generated and discovered content
Meta is investing heavily in AI-powered creative tools, making it easier to create highly personalized videos, images and text. New AI models help not only produce content but also deliver it more efficiently, with recommendations based on behavior, interests and context.
• Augmented Reality (AR) and Virtual Reality (VR)
With the Meta Quest 3 headset and future launches, Facebook is bringing the physical and digital worlds closer together. It is already working on immersive advertising campaigns, with 3D experiences and virtual shopping environments.
• Integration with the Metaverse
Although the metaverse concept went through an adjustment phase in 2024, in 2025 we see a more practical approach focused on the integration between social networks, immersive spaces and collaborative work tools, where brands can also have a presence.
In short: Is Facebook still worth investing in in 2025?
Yes – and perhaps more so than ever. With increasingly intelligent tools, massive audiences, powerful targeting and new channels of interaction (such as AR, VR and generative AI), Facebook continues to be a central platform in the digital ecosystem. The key is knowing how to use these tools strategically and in a way that adapts to the behavior of today’s users.
If you need help managing your Facebook ads or Instagram ads, please contact us.
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