The question of whether to abandon Facebook is cropping up a lot, particularly as we see younger demographics gravitating towards platforms like TikTok and Instagram. It’s a valid concern for Australian SMEs, but a blanket ‘yes’ or ‘no’ answer is rarely the right approach. Simply following trends without analysing your own customer base can be a costly mistake. We need to look beyond the headlines and focus on where *your* revenue comes from.

Here’s what we’re seeing and what you should consider before making any drastic changes to your market positioning.

• Demographics aren’t everything: While it’s true that younger audiences are less concentrated on Facebook, a significant portion of the Australian population – and crucially, many with substantial purchasing power – still actively use the platform. This includes the 35-65+ age groups, who often represent a key customer segment for many businesses.
• Facebook’s continued reach: Facebook remains the most widely used social media platform in Australia. Its sheer scale means even a small percentage of its user base can translate into a large audience for your business. Ignoring that reach is leaving potential customers on the table.
• Advertising effectiveness: Facebook’s advertising platform is incredibly sophisticated. Its targeting capabilities allow you to reach very specific demographics, interests, and behaviours. This precision is difficult to replicate on other platforms, and can deliver a strong return on investment if managed effectively.
• Consider the customer journey: Facebook often plays a role in the broader customer journey, even if it’s not the initial point of discovery. People might research your business on Facebook after seeing an ad elsewhere, or check out reviews before visiting your website. Removing that touchpoint could disrupt the process.

Instead of abandoning Facebook, we recommend a strategic reassessment. Analyse your existing customer data. Where are your current customers spending their time online? What percentage of your leads and sales originate from Facebook? If Facebook is delivering a positive return, it’s likely worth maintaining a presence, even if you adjust your content strategy to better resonate with your target audience. Diversification is important, of course, and exploring other platforms is sensible, but don’t dismantle a successful channel based on assumptions about generational trends.

The next step is a thorough audit of your Facebook performance. Look at your key metrics – reach, engagement, website clicks, conversions – and compare them to your overall marketing goals. This data will inform a more informed decision about your future strategy.