Who uses Facebook today?
Despite the rapid growth of new platforms such as Instagram, TikTok and LinkedIn in recent years, Facebook remains one of Sweden's largest social media channels in 2025. The platform has gone from being a channel for young people to becoming a hub for adult users who use it to stay in touch, read news and follow companies and brands. But who is Facebook's target audience in 2025?
7 out of 10 Swedes have used Facebook in the past year. 6 out of 10 use the service weekly, and about half log in daily, an impressive figure for a platform that is over 20 years old. This shows that Facebook still plays a central role in the digital lives of Swedes.
Adult women dominate on Facebook
Facebook's target audience in 2025 consists mainly of women born in the 70s, 80s and 90s. In these groups, around 9 out of 10 use the platform. Women are also generally more active than men, both in terms of weekly and daily usage. The biggest difference between men and women is seen among those in their 80s and 90s, with women clearly leading in terms of engagement and activity.
When looking at the overall age distribution, most users are in their 70s, 80s and 90s. The most active users, who log in daily, are in their 50s, 60s, 70s and 80s. This shows that Facebook's strongest user base is among adults and older generations, especially women aged 35-65.
How has use changed?
Facebook usage has remained stable between 2024 and 2025, with the same number of people using the platform this year as last year. However, looking back to 2021, daily usage has decreased slightly. This is partly due to younger audiences increasingly choosing other platforms for communication and entertainment.
Among the 90s, usage has decreased from 89 % in 2024 to 82 % in 2025. The 90s, long the most active generation on Facebook, are now at the same level as the 70s and 80s. Facebook has thus moved from being a channel for young adults to becoming a platform where adults and older generations dominate.
Why is it important to understand Facebook's target audience?
Understanding Facebook's audience is crucial for businesses that want to use social media strategically. Platforms evolve, user behaviour changes, and so does the type of content that works best.
As Facebook's audience is now largely made up of women and adult users, this can influence how businesses choose to allocate their resources across channels. For example, if your target audience is older consumers, decision-makers or families, Facebook is a very effective channel. However, if you want to reach younger people, such as 00s or 10s, Instagram, TikTok or Snapchat may be better complements.
It is not about choosing either or, It is about understanding where different audiences are and how they use each platform.
Analysing your audience's behaviour and habits on Facebook can help businesses to:
- Decide if the platform is the right channel for their purposes.
- Customise the content to suit the right age group.
- Understand what type of content creates engagement: news, storytelling, customer cases or videos.
- Build long-term relationships with users who are actually active on the platform.
Facebook is a powerful tool, but it requires companies to adapt their strategy to today's users, not yesterday's.
How businesses should think about Facebook 2025
To succeed on Facebook 2025, you need to create content that reflects the audience you want to reach. The platform's largest audience is made up of adults and older users, but with the right strategy it is also possible to engage younger segments.
Here are some concrete tips on how businesses can reach the right audiences on Facebook:
Start from your own target audience
Analyse who is already following your account. Are they the same people you want to reach or do you need to adjust your strategy? Use Facebook's statistics tools to understand age, gender, geographical location and interests.
Create content that suits the platform's users
Facebook's audience appreciates content that feels genuine, relevant and easy to absorb. Longer texts, posts with value (such as tips, guides or customer stories) and content that invites conversation often work better here than on more fast-moving platforms.
Post at the right times
Since a large portion of Facebook's users are professionals or retirees, times such as morning, lunch and early evening may be most effective. Test different times and track the results in Meta Business Suite.
Use video and live content
Video engages all audiences on Facebook. Live broadcasts, stories and short informative clips can build intimacy and trust, especially among those who follow businesses for updates.
Building relationships through dialogue
Facebook's algorithm prioritises posts that receive comments and reactions. Answer questions, participate in discussions and encourage users to share their experiences. It builds relationships and strengthens the brand over time.
Do you need help reaching your target audience on social media?
At Digitalpartner, we help businesses navigate social media every day. Contact us for more information on how we can use social media for the business benefit of your company.
Conclusion: Facebook's 2025 audience is adult, still a valuable customer group with purchasing power
Facebook's target audience has changed, but the platform has far from lost its relevance. Women in adulthood dominate usage, but there is still a broad and active multi-generational audience.
For businesses, this means that Facebook 2025 remains a platform with great potential, especially for those who understand who they are talking to and adapt their content accordingly. By combining knowledge of Facebook's audience with the right content strategy, businesses can create engagement, strengthen their brand and reach new customers where they actually are.
All statistics in the post come from the report Swedes and the Internet in 2025.
