Facebook is the platform everyone loves to dismiss. Teens have largely moved on, the algorithm seems to punish links, and your aunt is still in way too many essential oil groups. I get it. Yet with its enormous reach, versatile content options, and built-in engagement tools, Facebook remains one of the most effective marketing channels for creators and small businesses. "For brands speaking to Millennials, Gen X, or specific niche communities, Facebook is still where genuine conversations are happening," says Cashé Collocott, founder of Kidd Digital, a boutique social media agency. "You just need to know how to show up with a strategy." As a creator and marketer who spends a lot of time on Facebook and runs my own Facebook group, I can vouch for how powerful the platform can be for building your brand and connecting with the right audience. You just have to know how to work it. Here's what an effective Facebook marketing strategy looks like in 2026, and how to create one without burning out. Key takeaways: Facebook reaches more than 3 billion monthly active users, making it still the world's largest social platform, with particular strength among Millennials, Gen X, and niche communities. Use professional mode to build a public presence from your personal profile; use a business page when you need a distinct brand identity. Boost posts when you want quick reach on content that's already doing well; use Meta Ads Manager for campaigns tied to specific goals. The best posting windows are typically weekday mornings (Tuesday to Thursday, 9 a.m.–12 p.m.), but always confirm with your own data in Facebook Insights. Jump to a section: What is Facebook…