Facebook reaches over 2.3 billion users each month, and 1.5 billion users every single day, according to figures released in December 2018. This large scale reach combined with a wealth of rich user data provides a good opportunity for advertisers to communicate directly with their target audience.

The line between paid and earned content has blurred in recent years due to changes in the Facebook algorithm, whereby to guarantee reach advertisers are increasingly needing to pay for advertising. A major change to Facebook’s News Feed algorithm has further decreased the chances of brand content organically reaching users.

Facebook continues to offer advertisers new ways to engage with consumers, for example through advances in their video offerings, and with chatbots and augmented reality on Facebook Messenger. It is now advising marketers to shift focus form "shiny metrics" to ones based on reach which is more actionable and linked to business objectives.