Is Facebook still worth it for business? Meta's AI Discovery Engine is changing the answer

Does Facebook marketing still produce meaningful results for businesses, or has it become a treadmill of effort and frustration? Even long-time organic Facebook specialists say their enthusiasm for the platform has swung up and down over the years.

The case for renewed optimism rests on recent major shifts in how Facebook and Instagram distribute content. Meta's AI-driven Discovery Engine has rewritten the rules: instead of chasing followers or fighting declining reach, businesses now have an opening to put their offer in front of fresh audiences with genuine interest in it, with follower counts mattering less than ever.

Strategists recommend three focus areas: understanding how the Discovery Engine works and why it favors content over audience size, adopting content strategies designed to attract brand-new audiences organically, and future-proofing beyond social platforms through email lists, communities and strategic diversification.