We’re again with the newest version of our sequence, @Me Subsequent Time, the place we invite Workforce Sprout and a few of our favourite social consultants to share how they actually really feel in regards to the newest traits and business discourse.
Let’s say the factor: Fb continues to be a related and necessary community for manufacturers. Even after twenty years, Fb stays a stalwart—regardless of the deluge of recent networks and the dramatic evolution of the social media panorama total. Based on The 2025 Affect of Social Report, 70% of selling leaders agree Fb is the social community that has the strongest influence on their enterprise—essentially the most for any community.
Fb hit over 3 billion energetic customers in 2024 and is the third-most visited web site on this planet. Simply because the platform has an Oscar-winning biopic about its creation, doesn’t imply it can cease making historical past.
We sat down with Lodge Forged Iron’s Director of Social Media, Jodi Lawrence, and Social Media Strategist & Social Listening Analyst, Sarah Swainson. They defined why Lodge continues to guess on Fb as greater than only a legacy community, and what it takes to keep up a group of 800,000 followers and 40,000 Group members. As Lawrence stated, “We realized Lodge’s long-time customers are energetic on Fb. That’s a bunch of individuals we don’t need to go away behind.”
How audiences use Fb at this time
Talking of The Social Community, lots has modified because the daybreak of Fb. As soon as a spot for connecting faculty college students, the community now connects the world. Regardless of its behemoth energetic person base, who makes use of the community—and how they use it—stays a thriller to many entrepreneurs.
Swainson shared an anecdote that illustrates this: “Lots of people assume Fb’s person base is an older crowd. However 90% of the individuals who seen our latest publish (that acquired over 2 million views) had been between the ages of 25 and 35.”
We turned to information from Sprout’s analysis and the platform itself to uncover the reality.
Generational utilization traits
Based on Sprout’s This fall 2025 Pulse Survey, 80% of worldwide shoppers have profiles on Fb, and that’s true for about 83% of Millennials, 86% of Gen X and 82% of Child Boomers.
Fb customers are probably to work together with textual content posts revealed by model accounts adopted by static photos and short-form movies (<15 seconds), in accordance with The 2024 Social Media Content material Technique Report.
Lodge presents some early proof that they is likely to be altering as Reels change into an even bigger a part of the platform expertise, which we get into beneath.
Fb’s function in buyer care
Fb is the #1 channel shoppers flip to for buyer care, and that’s very true for Millennials, Gen X and Child Boomers, per The Content material Technique Report.
The community affords these customers accessible, real-time and customized help through DMs, feedback and posts. In return, manufacturers can faucet into useful suggestions that helps them refine their content material technique and inform their product.
“On Fb, we’re in a position to establish points extremely quick and forestall them from getting worse. Our viewers on the community are superfans, so if one thing goes flawed, they’re the primary to tell us,” factors out Swainson.
Enriching group with Fb Teams
Greater than 1.8 billion folks use Fb Teams every month per a Fb group research. Teams proceed to be fashionable on the platform as a result of they provide customers a way of group constructed round area of interest pursuits, fandoms, native happenings, shared tradition and extra. Contemplate the Fb Teams you belong to, and the necessary function they play in sustaining connections and hobbies.
You would possibly even belong to a Group for model superfans, just like the one Lodge created. As Swainson explains, “There have been so many different Teams centered round forged iron on Fb, and lots of nice dialog occurring about our merchandise. However it was actually tough to watch with the entire chatter about matters that didn’t contain our model. I needed to kind a Group so we might convey the present dialog to an area the place we might monitor, take part and monitor product suggestions. It rapidly took off with little or no promotion, and, in simply over two years, we’re at almost 40,000 members and lots of of posts per thirty days.”
4 methods to maximise the influence of Fb on your model
It’s clear that many manufacturers are leaving potential untapped on Fb as a result of they don’t know learn how to maximize the community. What do you have to publish? How will you discover your companies’ viewers? What is going to it take to enhance your return on funding on the community?
To reply these questions, the Lodge staff gave us a peek backstage at their technique. Take inspiration from their finest practices to domesticate your individual.
Experiment to maintain up with the Fb algorithm
Like all platforms, Fb’s algorithm is at all times being reinvented and fine-tuned, which suggests your content material technique should change, too. After we spoke to the Lodge staff, they recounted the various evolutions of their content material—which as soon as included posting hyperlinks and even full recipes. Lately, their fixed experimentation has led them to embrace video.
“We shifted our Fb content material technique to concentrate on text-based posts in 2021—which was an enormous pivot for us. We’d ask questions, that’s what was getting engagement on the time. However there’s solely so many instances you may ask, ‘What do you prefer to cook dinner?’ or ‘How do you clear your pan?’ Now we’re pivoting once more. For a very long time it didn’t appear to be video had a spot on Fb, however at this time Reels are producing tens of millions of views—which wasn’t even true 10 months in the past. So we’re experimenting by reposting our best-performing lo-fi Reels from Instagram onto Fb, and it’s going rather well,” says Lawrence.
However that doesn’t imply the Lodge staff goes to “set and neglect” their plans. They’ll proceed to check and experiment to remain forward of the subsequent wave of algorithmic adjustments.
Lawrence provides, “We’re an extremely experimental staff. We prefer to throw spaghetti in opposition to the wall. For instance, we lately reposted a cartoon we initially developed for Instagram, and our viewers liked it. We strive new stuff on a regular basis.”
Decide to a daily Fb Stay cadence
With Fb Stay, customers can broadcast dwell video on to their Fb viewers. Whereas some manufacturers shrink back from going Stay for concern of on-air technical difficulties or detrimental person interactions, Lodge has discovered Stay movies complement their different group engagement techniques.
“We have now a sequence known as Recipe of the Month. It involves life in several methods throughout networks. On Fb, now we have a month-to-month cooking problem that we share in our Group, and our members can win a prize in the event that they share a photograph with us. Then, we go Stay as soon as a month on Fb with our in-house chef, Kris, who will cook dinner that very same recipe. We have now a core group of customers that frequently tune in, and so they’ve actually developed a dialogue with Kris. The movies have helped us set up him as an authority—somebody to information folks on their forged iron journey,” says Lawrence.
Whereas not all groups could have the bandwidth to make the most of Stay content material, people who do ought to take a cue from Lodge and embed it into their group expertise on the community to encourage participation—fairly than making a standalone activation.
Use buyer insights from Fb to refine product growth and content material technique
As talked about, Lodge’s personal Fb Group is a core a part of their social technique and the success they’ve seen on the community. It created an area for his or her most enthusiastic followers, but additionally welcomes people who find themselves new to their forged iron journey. As written of their group pointers, “You’re welcome right here it doesn’t matter what you cook dinner with.”
Along with sharing their finest forged iron ideas, tips and recipes, Group members additionally share unfiltered product suggestions. “The Group has been a tremendous alternative to study what our clients like and what they don’t like. If now we have a brand new product popping out, we launch it within the Group first to see the way it lands. We additionally drop survey hyperlinks there since we all know our members are the individuals who actually care about what’s going to occur at Lodge,” Swainson explains.
Lodge’s Fb Group is a goldmine for constructive suggestions. However in addition they faucet into buyer insights from their feedback part, tagged posts and extra. Swainson provides, “I monitor every little thing. I like buyer suggestions. We have now a sturdy social listening technique, and we routinely share buyer enter with groups like product growth, artistic and even gross sales.”
Typically groups will uncover learnings they’re too near the product to see. Swainson shares a latest instance: “Lots of people had been saying, ‘I acquired the Rust Eraser, however I don’t know learn how to use it.’ After speaking to our product and duplicate groups, we realized the product didn’t include any packaging that defined learn how to use it. Due to the suggestions we acquired from social, we began transport the product with particular directions and a QR code to our web site the place clients might study much more. It additionally impressed social content material with demos of learn how to use the Rust Eraser.”
Use Fb for a two-way dialog along with your viewers
After we requested the Lodge staff for his or her prime piece of recommendation for any manufacturers who needed to start out utilizing Fb—or enhance their current presence—Lawrence stated this: “Any model that’s prepared to have a two-way dialog may be profitable on Fb. If you happen to’re okay with opening up the floodgates and responding to folks in your DMs, feedback part and Group, you could have the components you want. Folks need to really feel seen and heard on Fb. If you happen to’re prepared to meaningfully interact—not simply promote a product—you may develop a real model group.”
Prepare dinner up true group on Fb
Even after greater than 20 years, Fb continues to show its endurance as a group hub, buyer care channel and insights goldmine for manufacturers. As Lodge Forged Iron’s success reveals, the community is a residing ecosystem that rewards manufacturers prepared to evolve with it.
From experimenting with new codecs like Reels to cultivating genuine two-way conversations in Teams, the alternatives on Fb are removed from exhausted. Entrepreneurs who look past outdated assumptions and lean into the platform’s strengths will uncover lasting influence and deeper connections with their audiences.
In search of extra on how one can maximize each social community? Obtain The Content material Technique Report to search out out what 4,500 shoppers stated they really need from manufacturers on social.
