What’s Really Working on Facebook in 2025?

Creating Content that Stops the Scroll

Facebook has undergone a transformation. It’s no longer just about connecting with friends; it’s now an interest-driven platform, where up to 50% of your feed is filled with content from “unconnected sources. Follower count is no longer the ultimate indicator of reach. The algorithm prioritizes engaging content, regardless of its origin. This means smaller creators have a real shot at virality, and established brands need to rethink their strategies.

So, what’s actually working on Facebook in 2025? Let’s dig in.

Short-Form Video: Reels Reign Supreme

Short-form video such as Reels, remain a dominant force in the Facebook algorithm, particularly when it comes to educational and inspirational.

Pro Tip: Those first three seconds are absolutely crucial; you need a hook that stops the scroll instantly. Focus on a single, compelling message.

Image Posts: Optimization is Key

Image posts still hold value, but optimization is key. The 4:5 aspect ratio is optimum for feed presentation. Consider placing links in the first comment for potentially better reach. And in a world saturated with AI-generated imagery, authentic, real photos stand out.

Text-Based Content and Live Video: A Resurgence

Text-based content is experiencing a resurgence. Long-form text performs well on pages, allowing for deeper engagement with specific topics. Conversely, ultra-short, punchy text posts can also capture attention with their brevity and impact. Think thought-provoking questions, quick tips, or bold statements.

These text-only posts, especially those with vibrant color backgrounds, can cut through the visual noise and grab attention. Incorporating these posts once or twice weekly, framed as questions or highly shareable content, can boost engagement significantly. The key is creating content that hooks the mind and stops the scroll.

Live video is also making a comeback, especially for specific content niches. Businesses specializing in arts and crafts demonstrations, cooking shows, DIY…