Facebook Ads more important in the future
Facebook advertising and organic reach in 2026
Social media no longer only play an important role in the private lives of users, but also offer companies an ideal platform to get in touch with these users. Facebook in particular is proving to be a huge advertising platform with around 32 million regular users in Germany alone (as of 2024, source).
Regardless of whether you are already active on Facebook with a company page or whether you are still planning your presence on the world's largest social network, you should consider the use of advertising on Facebook in your planning.
Why is the use of advertising on Facebook relevant for you if you are already active on Facebook? We would like to explain why it is no longer advisable to do without Facebook Ads since 2025 based on current developments on Facebook.
The most important facts about organic reach on Facebook in a nutshell:
Organic reach is shrinking - Facebook continues to show company posts much less frequently in the newsfeed. In many industries, organic reach is now in the low single-digit percentage range.
Algorithm focusses on AI-based filtering - content must achieve a high level of interaction Since 2026, Meta has increasingly relied on AI-supported feed optimisation and rates interaction quality more highly than pure reach.
Advertising is gaining in importance - Facebook ads are increasingly relevant to business objectives
Precise targeting - Ads reach specific user groups according to demographics, interests, etc. Conversion signals and AI-optimised campaign goals are also playing a greater role.
Native integration with Instagram - ad campaigns run seamlessly on both platforms. In addition, playout via the Meta Audience Network and Reels formats is now established.
Measurability & control - Transparent insights thanks to Facebook Business Manager and pixel tracking. Meta Ads Manager and the Conversion API have been increasingly replacing classic pixel tracking since 2025.
Strategic mix advisable - Combination of organic content and paid advertising, with paid content usually representing the greater lever for reach and performance today.
The Facebook newsfeed as a presentation platform for your company
The Facebook newsfeed is the central location of the social network: this is where posts from friends, event announcements, news reports and posts from companies are displayed. All this content competes for the user's attention and companies in particular naturally want to ensure that their content is seen by the user.
Facebook uses a sophisticated algorithm to pre-sort the large amount of content for Facebook users. This is to ensure that Facebook users are not bored by uninteresting content. The feed is now highly personalised by AI, which means that individual interests and interaction histories are taken into account even more.
For page operators and companies, it is therefore necessary to publish content on Facebook that appeals to the target group in order to generate organic reach and reach many people online. At the same time, it is clear that organic reach alone is rarely enough to achieve business goals such as leads or sales in a predictable manner.
Additional promotion of content on Facebook ensures a greater reach in order to reach people who have not previously been in contact with the company.
The Facebook algorithm in the year 2025
The Facebook algorithm of 2025 is based on AI and machine learning to present users with relevant content. Three main ranking signals are crucial: who posted, the content type and the interactions with a post. This includes not only posts from friends and family members, but also news, advertising and other media content. Users can influence the algorithm by setting favorites and hiding posts. A particular focus is on increasing user engagement and promoting a positive user experience by filtering content that could be seen as polarizing or harmful. Accordingly, Facebook removes content that violates the community standards.
Advantages of Facebook advertising
The advantages of Facebook as an advertising platform are quickly explained. Facebook offers advertisers the opportunity to access extensive user data and thus tailor advertising messages precisely to the respective target group. User groups can be compiled and addressed according to demographics, regionality, interests and many other distinguishing features. In addition, AI-supported campaigns (e.g. Advantage+ formats) enable automated optimisation of target groups, creatives and budget allocation.
This allows advertisers to benefit from low wastage and target their messages to specific target groups. Of course, websites or online shops can also be presented in this way and Facebook users can be encouraged to visit these external company websites.
The sheer number of users and at the same time the very precise options for targeting adverts to different target groups are the major advantages that advertising on Facebook offers and which have also contributed to the economic success of the network.
Advertising on Instagram
Due to the fact that the constantly growing Instagram network is part of the Facebook family of companies, it is also possible to advertise content, websites and online shops on Instagram easily via a Facebook advertising account. The various advantages of advertising on Facebook also apply to Instagram Ads. Since 2026, reel ads and vertical video formats in particular have become increasingly important. Depending on the target group, the use of Instagram ads can therefore be an attractive, additional way to present your own company.
Where and how to start with a new social media strategy?
As an agency, we are happy to support you in the area of Facebook advertising; regardless of whether you have already created your own Facebook advertising account and taken your first steps with Facebook advertising or whether you want to make a fresh start on Facebook. We will discuss your plans and goals and create a strategy together to help you succeed on Facebook. We take into account the latest developments such as AI-supported campaigns, data-based optimisation and cross-channel performance strategies.
Find out more about our entire service portfolio in the area of Facebook and Co. and contact us today.
You need help with Facebook advertising?
As a Facebook Ads agency, we are happy to take care of your campaigns on Facebook and are available to answer any questions you may have on the subject. Feel free to contact us and arrange an initial, non-binding consultation. We look forward to hearing from you!
About the author Matthias Kampmann
Matthias Kampmann is a partner and managing director of the digital agency DREIKON. With over 20 years of experience in search engine optimisation and more than 15 years of expertise in Google Ads, he advises companies strategically on SEO, GEO and sustainable online marketing.