Should My Business Be on Facebook? Demographics, Purchases, and Reality

Anyone under 40 might say, “Facebook is for moms and grandmas,” and while the platform is still popular for sharing photos of kids and grandkids, the data tells a more nuanced story.

The largest age group on Facebook is actually Gen Z and younger Millennials — ages 25–34 make up 31.1% of users. Even more surprising, the platform skews strongly male, with 56.8% of users identifying as male.

Facebook also leads the way in something many businesses overlook: direct purchases from retailers. It ranks first, with TikTok and Instagram following close behind.

So, should your business be on Facebook?

Your business should be on Facebook if:

• You are B2C

• Your ideal clients are 25–34

• You have an online store

• You exist

(Okay, that last one is sort of a joke — but also kind of true.)

Facebook continues to dominate as the largest social media platform in the world, with billions of active users every month. For most businesses, not being on Facebook at all is far riskier than being there strategically.

👉 Don’t let your Facebook feed dictate what you think you know about brands on Facebook. The reality is, many customers go directly to a Facebook profile to purchase products, learn more, and get an overall vibe about the brand. Spend some time researching Facebook profiles in your industry and learn from them.

*Data pulled from Sprout Social