It’s undeniable that Facebook is no longer what it once was. Putting aside the controversies around mismanagement of private data and platforming misinformation and incendiary content, the heart of Facebook’s decline is oversaturation.
When every person you have ever met, every brand you can think of, and all their thoughts are in one place, it simply becomes too much. What can you say when your best friend, your ex, your boss from 5 years ago, your aunt, and your kid’s teacher are all your “friends”? Do you really want to hear from the weird groups and random brands you joined and followed 10 years ago when the platform was new and shiny? Facebook became too big and too unwieldy for people to genuinely enjoy or do what they joined for in the first place: connect with people they care about.
The pervasiveness of AI slop, or low-quality, meaningless AI-generated content, on the Facebook feed has only exacerbated the issue.
In its current state, there are few options for anyone, let alone B2B brands, to break through Facebook’s noise and chaos. Which is why people, especially GenZ, are focusing their time and energy on other platforms. An Express VPN survey in the US, UK, and France found that engagement with Facebook is dropping across all age groups, albeit at different rates. 35% of 25–34-year-olds report significantly reducing their usage, while 33% of the 35–44 age group have significantly reduced their time on the platform, and another 34% say they’ve scaled back somewhat.
Instead, users are flocking to platforms that filter through all the content for them and deliver the most relevant content directly to them: TikTok for GenZ, Instagram for Millennials, and LinkedIn for Gen X.
And Meta’s taken notice. Early in 2025, Meta CEO Mark Zuckerberg made headlines as he discussed plans to realign Facebook with people’s desires for less noise and more meaning, stating “I think there are a lot of opportunities to make [Facebook] way more culturally influential than it is today.” He also called out the need to reduce spam content, which is “hurting” the Facebook experience.
That said, Facebook is one of the most used social media platforms, only outpaced by YouTube—68% of US adults in 2023 said they had ever used the platform, according to Pew Research. That large of an audience undoubtedly includes your target audiences and shouldn’t be completely written off.
As we wait to see if and how the platform changes to center higher-quality experiences, here are some questions to ask yourself if you’re considering keeping Facebook as a core platform in your B2B social media strategy:
- Has Facebook been generating real business leads for your business, or are your targets making those types of buying decisions on other platforms?
- Have you built up an active and loyal audience on Facebook? Are they as active (or more) on other platforms?
- If you are staying on Facebook, how are you evolving your approach to align with Meta’s renewed focus on “less noise, more meaning”? Are you reducing low-performing formats, cutting AI slop, or prioritizing authenticity?
