Facebook has a bad press among experts who want to look modern: they picture family photos and old friends. But it is one of the most used networks in the world, and since June 2025 it treats every video as a Reel. For an expert, that is one more free shop window, not a gamble.
We read what Meta, Pew Research and the press say about it on 15 October 2026.
Who is on Facebook?
Facebook has passed 3 billion monthly active users, according to Meta’s quarterly report of July 2023. Meta no longer publishes a figure per app, but gives one for all its apps together: 3.60 billion people a day on average in June 2026, up 3% on a year. That figure mixes Facebook, Instagram, WhatsApp and Messenger: it says nothing about Facebook alone.
For Europe, Meta reports about 264 million active users in the European Union for the first half of 2026, according to Social Media Today (article of 30 August 2026), fewer than Instagram.
On who those users are, Pew Research surveyed 5,022 American adults from 5 February to 18 June 2025:
- 71% of adults use Facebook;
- 68% of 18-29s, 80% of 30-49s, 74% of 50-64s, 57% of those 65 and over;
- 69%, 73% and 71% by education, from “high school or less” to “college graduate”;
- 71% to 72% in every income bracket.
Another Pew survey, run from 24 February to 2 March 2025 and reported in its November 2025 analysis, finds that about half of American adults visit Facebook at least once a day.
These figures are American. Keep two things: the peak is among 30-49s, and Facebook barely varies with education or income. That is the opposite of Instagram, which skews towards the most educated.
How does video live there?
On 17 June 2025, Meta announced that all videos on Facebook would be shared as Reels, and that Reels would have no length or format restrictions. The change applies to profiles and Pages and is rolling out in stages. Older videos stay on the Page. Meta says it does not change what is recommended, which stays personalised to each person’s interests.
In practice, a vertical video of under two minutes is what fits naturally: the Reel’s full screen. Meta publishes no recommended length for Pages, and we will not invent one; for the format, see the 9:16 vertical video format.
Why it suits an expert who sells knowledge
Your buyers are there. When usage peaks between 30 and 49 and stays high up to 64, you find SME decision-makers, executives and team leads. Facebook does not certify it; the age makes it plausible.
The Page is your shop window. A firm, a training body or a coach has a Page, with contact details, reviews and videos. A prospect who searches your name finds it.
A Reel is recommended to strangers. As on Instagram, the video can reach people who do not follow you, according to their interests.
Less expert competition. This is our reading, not a Meta figure: we see few experts posting video there regularly, which leaves room for a clear answer.
What works, what does not
What works: a video that makes sense without sound (captions do the work), a concrete answer to a client’s question, a recognisable face and voice.
What works less: corporate jargon, videos that assume people already know you, and the urge to redo LinkedIn there. Facebook publishes no share of professionals, and its European growth is slower than Instagram’s. On this network a Reel first makes you known; the contract is settled elsewhere.
Facebook in one table
| Criterion | Facebook Reels and Pages |
|---|---|
| Owner | Meta |
| Audience | more than 3 billion a month (July 2023); 264 million in the EU (H1 2026) |
| Format | vertical Reel, no format restriction |
| Length | no limit since June 2025 |
| Discovery | recommendations by interest, Page, followers |
What if one conversation went out on every network?
A Facebook Reel is the same vertical video as a Short or a TikTok post. Dailies Studio records your video calls, held in French or English, and cuts up to eight captioned shorts out of each call. It publishes them on the day and at the hour you planned, on YouTube, Instagram, Facebook, Threads, LinkedIn and TikTok, with three post texts proposed for each network that you pick and edit. On Facebook, publishing goes to a Page. It then shows you the statistics of each post.
The other networks have their own article, in the Insights index: YouTube, Instagram, Threads, LinkedIn and TikTok. To understand the product, read what Dailies Studio is; for the offer, the pricing page; to start with a conversation, book a 30-minute call.
The essentials
- Facebook has more than 3 billion monthly users (2023) and about 264 million in the European Union (H1 2026).
- Since June 2025, all its videos are Reels, with no length or format limit.
- In the United States, 80% of 30-49s use it, whatever their education or income.
- Meta does not say how many users are professionals: it is a broad shop window, not a proven B2B channel.
Sources
Pages read on 15 October 2026.
- TechCrunch, Facebook surpasses 3 billion monthly active users, 26 July 2023.
- Meta, second quarter 2026 results: 3.60 billion people a day across all apps.
- Social Media Today, European Union figures, 30 August 2026.
- Meta, Making it easier to create videos on Facebook, 17 June 2025.
- Pew Research Center, Social media use and Americans’ social media use 2025.