Top 5 Facts About How Americans Use Facebook in 2025
Americans Are Spending Less Time on Facebook
In 2025, Facebook usage in the U.S. is showing a clear decline. While the platform is still one of the most used social networks, younger generations are increasingly moving towards platforms like TikTok, Instagram, and Snapchat. As a result, the average daily time spent on Facebook has decreased, particularly among younger users, who are now more focused on video-driven, interactive, and short-form content. On average, users are spending around 30 minutes per day on Facebook — significantly lower than the hours spent by older generations.
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However, for businesses like USAPVASERVICE, this presents an opportunity to target the older demographic who are still loyal to Facebook. Older generations, particularly those in the 35-65 age group, still engage with Facebook for a variety of reasons, including keeping in touch with friends and family, participating in groups, and engaging with businesses. The focus for marketers is adapting to these trends and shifting to more targeted ads to engage with the right audience.
Facebook is Still Dominated by Older Americans
Despite the rise of newer platforms among younger Americans, Facebook remains the most popular social media network for older generations. In 2025, statistics show that over 60% of Americans aged 50 and older use Facebook daily. This makes the platform a vital tool for reaching a demographic that is often less active on newer social platforms. For USAPVASERVICE, understanding the nuances of this demographic’s online behavior is key to crafting effective marketing strategies. Older users tend to prefer content that is educational, family-oriented, and less flashy compared to younger users who gravitate toward viral trends.
The importance of Facebook for this age group is evident in their use of the platform to stay in touch with family, share photos, and participate in community groups. For marketers, Facebook is an ideal platform to target this demographic with tailored ads for products and services that appeal to their lifestyle and needs. With the older demographic still active, businesses that align their marketing strategies with this user base will see positive results.
Facebook Groups Are Becoming More Popular Than Ever
In 2025, Facebook Groups have emerged as a dominant feature, with users increasingly turning to these spaces for connection, support, and sharing. From niche hobbies to local neighborhood groups, Facebook Groups are thriving in the current landscape. Many people prefer the close-knit, community-oriented experience that Groups provide, as opposed to the open, more public nature of individual profiles. These groups have become a hub for engagement, discussions, and content-sharing.
For businesses like USAPVASERVICE, tapping into Facebook Groups can offer a great opportunity for organic marketing. By participating in relevant groups or creating branded groups, businesses can engage directly with a highly engaged and interested audience. These groups create a unique chance to offer valuable insights, build brand authority, and establish meaningful relationships with customers. The key is to focus on creating value and contributing to conversations rather than simply promoting products.
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Facebook’s Integration with E-commerce is Increasing
E-commerce on Facebook is booming in 2025, thanks to new features that make it easier for businesses to sell directly on the platform. Facebook Shops, which were initially introduced in 2020, have become a core part of how businesses interact with customers. Users can now browse, shop, and purchase items directly within Facebook and Instagram without ever leaving the platform. This seamless integration between social interaction and e-commerce is driving sales and engagement, making Facebook an even more attractive platform for businesses.
For USAPVASERVICE, helping clients set up and optimize their Facebook Shops is becoming increasingly important. As social commerce grows, ensuring that clients have well-organized, engaging stores with user-friendly interfaces and targeted marketing is essential. Moreover, businesses can now use Facebook’s advanced targeting tools to advertise products to users who are most likely to convert, maximizing ROI. Whether it’s through Facebook Ads, organic content, or influencer partnerships, e-commerce has proven to be an invaluable revenue stream for brands on Facebook.
Video Content is Dominating Facebook’s Engagement Metrics
Video content has overtaken all other forms of content when it comes to engagement on Facebook in 2025. Video posts, particularly short-form and live videos, now account for a large portion of user interaction. The increased popularity of video-driven platforms like TikTok has influenced Facebook’s algorithm to prioritize video content across its feed, and more users are consuming video on Facebook than ever before.
For businesses like USAPVASERVICE, video content is now an essential part of any social media strategy. Videos create higher engagement rates compared to images or text-based posts, and they allow businesses to showcase their products, services, and culture in a more dynamic way. From Facebook Live to Stories, marketers can leverage various video formats to connect with their target audience. Live streaming, in particular, has proven to be a great way for businesses to interact in real-time with their customers, answer questions, and drive immediate conversions.
Facebook is Becoming More of a News Source
As traditional media continues to evolve, Facebook has become a key news source for millions of Americans. In 2025, nearly 45% of adults report getting their news from social media platforms like Facebook. This trend reflects a shift from traditional news outlets to more personalized and social ways of receiving information. Facebook’s algorithms increasingly prioritize news articles, opinion pieces, and viral content that drive conversation.
For businesses, this change presents both an opportunity and a challenge. With the growing reliance on Facebook for news, brands have the chance to position themselves as thought leaders and engage with trending topics. However, this also means that businesses need to be more cautious about their messaging and ensure they align with the values and preferences of their target audience. For USAPVASERVICE, understanding the news consumption habits of your audience and staying on top of viral content is key to tailoring your social media strategy and creating content that resonates with Facebook users.
The Role of Facebook Ads in Marketing Campaigns
Facebook remains a leader in the digital advertising space in 2025, with more than 70% of American businesses using the platform for marketing. Facebook Ads continue to be an essential part of digital marketing strategies due to their unparalleled targeting capabilities, which allow businesses to reach a highly specific audience based on location, behavior, interests, and even device usage. Additionally, Facebook’s integrated advertising options, including Instagram and Messenger, further expand reach and engagement.
For USAPVASERVICE, helping clients optimize their Facebook Ads campaigns is a primary service offering. Businesses can now leverage more advanced targeting options, such as lookalike audiences, to reach potential customers who exhibit similar behaviors to their best existing ones. Dynamic ad formats, retargeting, and in-depth performance tracking make Facebook Ads one of the most powerful tools for growing a business online. As ad prices rise, optimizing campaigns for the best ROI becomes even more critical, and USAPVASERVICE helps clients navigate these complexities to maximize results.
Americans Are Engaging More with Personalized Content
In 2025, personalization is at the core of how Americans engage with Facebook. The platform’s algorithm has become increasingly adept at serving users highly personalized content that aligns with their interests, behaviors, and social connections. Whether it’s suggested posts, news articles, or targeted ads, users are seeing more content tailored to their preferences, which drives deeper engagement.
For businesses, this means that crafting personalized content is more important than ever. Generic posts are less likely to capture attention, while content that resonates with individual interests is more likely to generate engagement. USAPVASERVICE can help clients create personalized marketing campaigns based on user data and insights, which can lead to higher engagement rates and conversions. Utilizing Facebook’s tools to segment audiences, A/B test messaging, and refine targeting strategies is crucial for ensuring that content stands out in a crowded feed.
Facebook’s Privacy and Data Usage Policies Are More Transparent
With the increasing concerns over privacy in 2025, Facebook has taken major strides in being more transparent about its data usage policies. Users are now more aware of how their data is being used, and Facebook has adapted by offering more granular control over privacy settings. This shift is part of a broader effort to comply with global privacy regulations, such as GDPR in Europe and CCPA in California.
For businesses, this means that privacy compliance is essential when running Facebook Ads or collecting user data through Facebook. USAPVASERVICE helps clients ensure they comply with privacy regulations by advising on data collection, targeting practices, and cookie policies. Businesses must also be aware of new updates to Facebook’s privacy features, as they could impact how they target and track customers. By staying up to date on these changes, businesses can avoid penalties and build trust with their audience.
Facebook Has Become a Hub for Events and Community Engagement
In 2025, Facebook continues to be a key platform for promoting events, from local meetups to large-scale webinars and conferences. The “Events” feature has evolved to allow businesses to create immersive, engaging experiences, whether virtual or in-person. Users rely on Facebook to discover events in their area, RSVP, and even share with friends.
For USAPVASERVICE, helping clients use Facebook’s event features effectively is a powerful tool for building brand awareness and engagement. Businesses can host live events, product launches, webinars, and more through Facebook Events. By leveraging tools like event reminders, ticketing, and integration with Facebook Ads, businesses can drive attendance and create buzz around their events. Furthermore, Facebook’s group functionality enables organizers to interact with attendees before, during, and after events, ensuring ongoing engagement and building long-term community relationships.