If you’ve opened Facebook recently and felt… off, you’re not alone. You’re not imagining it. Your feed has changed. It’s harder to find the people you know, the causes you care about, and the pages you chose to follow.
Instead? You’re met with a seemingly endless scroll of ads, “suggested” pages, and content from strangers, and it’s all starting to feel a bit irrelevant, even intrusive. Where’s the good stuff gone?
We’ve been feeling it too. And after managing dozens of social media pages for clients, our own businesses and creative projects, we thought it was time to talk about what’s going on.
Let’s start with the algorithm
In the past year or so, Facebook has rolled out big changes. Their AI now curates more of what you see, even if you didn’t ask for it. Over 30% of your feed is now made up of “recommended for you” content. And alongside that? More ads than ever before.
The platforms that once connected us with friends, family, and community now feel like a billboard on autoplay.
If it’s not someone selling something, it’s a post from a random page you’ve never interacted with. And while Reels and videos are racking up views, the static, everyday posts, you know, the ones that used to make Facebook feel like your digital living room, are fading into the background.
It’s not just you
Maybe your friends aren’t posting as much. Maybe you’re not. Maybe it’s the mental load of being over 40 (no shame!), balancing work, parenting, care, and everything else. Or maybe we’re just tired of the relentless stream of marketing messages.
But here’s the weird thing: when we do post something genuine, thoughtful, and/or people-focused we still get comments. We still get likes. People are seeing it.
So, there’s hope.
What it means for businesses and organisations
Facebook can still work. But it’s not plug and play. It’s not about shouting into the void or scheduling the same post you just used on Twitter.
You need to be intentional.
If you’re running ads, who are they for? What frame of mind are your audience in when they see them? Is this platform the right space for that message?
Because people don’t log in to be sold to. They want stories. Connection. They want to feel like someone understands their world.
Thoughtful, well-timed content still cuts through. Organic reach might be down, but engagement isn’t dead. You just need to think social-first — not sales-first.
Okay, but is Facebook worth it anymore?
Yes. But only if you shift your mindset.
Facebook isn’t a free marketing tool anymore, it’s a conversation starter, a community space (if you use it right), and a place where people still show up. But only if you do too.
Build a presence that makes sense for where people are, not where they were in 2010. Be real. Be kind. Be useful.
Feeling the funk?
If your Facebook feed has got you feeling flat, or you’re struggling to get any traction with your posts, you’re not the only one.
We’d love to help. Whether you need a strategy refresh, want someone to take the wheel, or just fancy a yap about what’s next, we’re here.
Get in touch for a no-pressure conversation about how to perk up your Facebook (or your whole social media strategy) and get you out of the funk.
