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Meta, formerly known as Facebook, has been having a rough time. Years of privacy scandals, the rise of TikTok, and recent layoffs have contributed to a feeling that we have moved beyond Peak Facebook. Maybe CEO Mark Zuckerberg’s big bet on the metaverse will pay off, but in the meantime, many have had an impression that Facebook just isn’t what it used to be.

These narratives have eclipsed a few facts, of course. For one, Facebook and Instagram are still crucial platforms for millions of people. They remain some of the most visited websites and most downloaded apps in the world. And Facebook ads are still seen as the go-to platform for marketers and small business owners to quickly reach their audience.

Now, new stats reviewed by the Wall Street Journal highlight another ray of sunshine for Meta: Facebook’s usage is actually increasing.

“Time spent on the company’s products overall was up more than 5%. [...] Much of that increase is due to the growth of Reels.”

— WSJ

Here are some of the key insights from the article:

• Time spent in Facebook's apps is on the rise – This includes developed markets (in case you were thinking it’s only up in developing markets).

• Reels are driving engagement – Facebook has capitalized on the short-form video trend popularized by TikTok. In other words, copying its competitor has worked (again). Reels Views are up 20%.

• Investment in AI is paying off – Facebook's AI targeting tools (known as Advantage+) are increasingly being recommended by advertisers. This is helping Facebook combat the challenges imposed upon it by Apple’s privacy updates.

• It’s not all good, though – Some engagement metrics are still declining, particularly among younger audiences. Meta is also still expecting to see a drop in profit in the coming quarters.

Why it Matters

It’s hard to argue that Facebook’s popularity and reputation has declined over the years. But, keep in mind that it remains a key platform—not only for advertising, but for organic engagement as well.

For those managing communities on Facebook and Instagram, be sure that Reels are a key part of your strategy. For advertisers, it may be time to explore the Advantage+ offering, too.