Every year someone writes a "Facebook is dead" article and every year Facebook remains the largest social platform in Australia with over 17 million monthly active users. It's not the platform it was in 2018. Organic reach is lower, the algorithm favours different content, and the audience skews older than Instagram or TikTok. But writing it off is a mistake.
What works on Facebook in 2026
Facebook Groups
Groups have become the most valuable feature for local businesses. Suburb-based community groups, industry-specific professional groups, and interest-based groups all drive organic visibility that the News Feed no longer provides. Being a helpful member of relevant groups generates more leads than any business page post.
Facebook Reels
Facebook's push into short-form video means Reels get disproportionate algorithmic reach. If you're already creating Instagram Reels, cross-posting to Facebook takes seconds and reaches a different audience.
Events
Facebook Events remain the best digital tool for promoting in-person events in Australia. Open days, workshops, markets, launches. The RSVP mechanic creates commitment and the reminder notifications drive attendance.
What doesn't work anymore
- Text-only business page posts. These get minimal organic reach. Always include an image, video, or link.
- Engagement bait. "Tag a friend who needs this!" posts are actively penalised by the algorithm.
- Link posts to external sites. Facebook deprioritises posts that take people off-platform. If you must share a link, put it in the first comment instead.
- Posting and ghosting. The algorithm rewards posts that generate conversation. If you post and don't reply to comments, reach drops.
The local business advantage
Facebook's strength for Australian businesses is hyper-local targeting. Your Facebook business page appears in local search results, your posts can be targeted by suburb, and your reviews are visible to anyone searching for your business type in your area. For tradies, hospitality, retail, and professional services, Facebook's local features are unmatched.
Getting started
Ensure your business page is complete. Address, hours, phone, website, cover photo. Join three to five local community groups. Post three times per week to your page using a mix of Reels, image posts, and event promotions. Brand and Go connects directly to Facebook Pages, so you can create, schedule, and publish from one dashboard.