Facebook for business: is it still worth it?
Every year someone announces that “Facebook is dead”. In Greece, though, it’s still the social network most people use. Here is who’s there, what has changed and which businesses it’s still worth it for.
“Facebook is dead”? The numbers say otherwise
According to DataReportal’s Digital 2026 report, Facebook ads reach 5.1 million adults in Greece, which is 61% of everyone over 18. That’s more than Instagram and TikTok, which reach 4.6 million each.
And these aren’t accounts that merely exist. In the Reuters Institute Digital News Report 2026, 75% of Greeks said they use Facebook every week. So Facebook for business isn’t a matter of nostalgia. It’s where the biggest share of your customers still is.
Who’s on Facebook today
Facebook’s audience in Greece is more balanced than other networks’, with roughly half women and half men. It is, however, mostly people over 35: in a 2024 Focus Bari survey, Facebook came out clearly as the network of the over-35s, while younger people prefer Instagram and TikTok.
It’s also the number one channel for news in Greece: 52% get news there every week, according to the Reuters Institute. In other words, Facebook is where the people who make decisions and pay for a home, a family or a business are.
What changed in the feed
Facebook in 2026 isn’t Facebook in 2016. Meta now gives more space to video and Reels, and shows people more and more posts from accounts they don’t follow. At the same time, Mark Zuckerberg announced in 2025 that he wants to bring back the “original” Facebook, with more room for friends and communities.
For Pages, this means two things. Original content wins, while reposts lose reach. And posts with links to other websites are struggling more and more: Meta is even testing a limit on how many of them Pages can post without a paid subscription.
Why your Page reaches so few people
If you feel nobody sees your posts, you’re not alone. In Socialinsider’s 2026 data, average engagement on Facebook Pages is 0.15% of followers, and just 0.05% on link posts.
The difference lies in the type of content. In the same research, Reels get four to six times more views than any other post format, for Pages of every size. The algorithm doesn’t punish businesses. It rewards whoever keeps people on Facebook.
Groups, Messenger and Marketplace
Facebook isn’t just your Page. Groups are often its liveliest part, especially for local businesses: neighbourhoods, parents, hobbies, professional communities. That’s where people ask for recommendations and trust those who help, not those who advertise.
Messenger reaches 4.1 million people in Greece, and for many it’s the quickest way to ask a business something. Meta is also expanding AI-powered digital assistants there, which answer customers’ questions around the clock. Marketplace works in Greece, but for now mainly for private individuals.
Organic or paid?
Organic Facebook builds trust and community, but it rarely reaches a new audience on its own. That’s why most businesses combine it with ads, which reach exactly who you want, in the area you want.
The EU has one particularity: users can choose less personalised ads, so targeting isn’t always as precise as it used to be. That makes setting up campaigns properly even more important, and the most common ad mistakes even more expensive.
Which businesses it’s worth it for
Facebook is especially worth it for local businesses, for services aimed at adults and families, for food and drink, tourism, events, education and e-shops with an audience over 30. It’s also worth it for anyone who wants to build a community around their brand.
If your audience is mostly under 25, though, Facebook won’t be your main channel. There, TikTok and Instagram will bring in more.
Facebook for business FAQ
Do I still need a Facebook Page?
Yes, even if it isn’t your main channel. Many people look a business up on Facebook before first contact, to see opening hours, photos and whether it’s active. A Page with no posts for years says something, even if you don’t mean it to.
Facebook or Instagram?
Usually both, since they belong to the same company and are managed together. The same post doesn’t work everywhere, though. Instagram is more visual and younger, while Facebook is closer to community and conversation.
Is it worth paying to make my posts seen?
“Boost” is the easiest way, but rarely the most effective. A properly set-up campaign, with a clear goal and tracking, usually makes much better use of the same money.
Facebook isn’t dead. It has changed, and it rewards those who use it as it is today, not as it was ten years ago. At CNCTECH we plan and run social media for businesses: strategy, content, Reels, communities, ads and tracking of what actually brings in customers.
