In short: Yes, Facebook is still worth it for many small and medium-sized businesses. According to the ARD/ZDF media study 2025, 31 percent of people in Germany aged 14 and over use Facebook at least weekly. That makes it the second-largest social network in the country after Instagram (40 percent). It's particularly strong among people over 40 and in local groups. With little extra effort, Facebook can easily be run alongside Instagram.

In many marketing circles, Facebook is considered the "parents' network". That isn't entirely wrong, but this is exactly the opportunity for many businesses: if you're looking for customers with purchasing power, decision-making authority and local ties, you often find them on Facebook more reliably than elsewhere.

The numbers: smaller, but still big

The ARD/ZDF media study 2025 shows a social media landscape in its mature phase. 63 percent of people aged 14 and over use social media at least weekly. Instagram leads with 40 percent weekly reach, Facebook follows with 31 percent, TikTok stands at 20 percent. Facebook is losing slightly, but remains a fixed part of everyday life for millions of people.

Notably, according to the study, the strongest social media growth is now among people over 50, while 14- to 29-year-olds have reached a plateau. These older audiences are particularly present on Facebook.

Who benefits most from Facebook

  • Travel agencies and tour operators: The audience for cruises, round trips and family holidays is strongly represented on Facebook.
  • Pharmacies, health and care services: Older audiences and family caregivers are easy to reach here.
  • Trades and local service providers: Local groups and recommendations play a big role.
  • Clubs, associations and restaurants: Events and news are still widely shared on Facebook.

Where Facebook is strong

Local groups: Town groups, neighborhood and hobby groups are places where recommendations are made. Businesses shouldn't advertise there, but be present and helpful.

Events: The event feature is still useful for open days, information evenings or festivals.

Longer texts and links: Facebook tolerates longer posts and links to your website better than Instagram.

Connection with Instagram: Through Meta Business Suite, posts can be published on both platforms simultaneously. A connected Facebook page is a requirement for many Instagram business features anyway. The guide connecting Instagram with your Facebook page explains how.

Where Facebook is weak

The organic reach of business pages has declined over the years. If you want to reach audiences under 30, Instagram and TikTok are better choices. And an abandoned Facebook page with its last post from 2021 is more harmful than neutral, because it gives the impression that the business is no longer active.

Our assessment

Facebook is no longer a growth channel, but a solid contact channel. For most local businesses, the most sensible strategy is not to run Facebook separately, but to co-publish Instagram content and add local topics in a targeted way. With multiposting, this creates hardly any extra effort. You can see which channels ViralSpoon connects for this under channels for automatic publishing.

Frequently asked questions

How many people use Facebook in Germany?

According to the ARD/ZDF media study 2025, 31 percent of people aged 14 and over use Facebook at least once a week. That makes Facebook the second-largest social network in Germany after Instagram.

Should a small business have a Facebook page?

In most cases yes, not least because a Facebook page is required for many Instagram business features. It should, however, be maintained regularly.

Can I post the same content on Facebook and Instagram?

Yes. With multiposting, posts can be published on both platforms at the same time. Small adjustments, such as a link in the text on Facebook, make sense.

Which audiences is Facebook best for?

Mainly for people aged about 40 and over and for local communities. For audiences under 30, Instagram and TikTok are usually more important.