Facebook is today's Rai 1: where the clients building the home of their lives are

The most used platform

The data has said the same thing for years: more than half the world uses social media, three of the four main platforms belong to Meta, Facebook remains by far the most used and TikTok is the one growing fastest. Every year there is a new social network and every year someone writes that Facebook is finished. For an entrepreneur the question is where their clients are.

The youngest age group, 20 to 35, is elsewhere. But if you know how to target, on Facebook there are the 35, 45, 50 and 65-year-olds who are building the home of their lives and buy high-end products. Facebook is a system of friendships, interests, news, videos and groups: I am in the Maserati owners' group, and every time an American buys one I see it. It is today's mainstream television, and mainstream television is where you sell.

What the others are for

Instagram is perfect for design and high-end products: photos in the feed, three shots of the same product to keep the grid tidy, vertical stories that fill the whole screen. It serves to build your image with the younger audience, and stories tell you who has watched them: I know whether my New York client has seen the advert. TikTok is the same thing, ten years younger. YouTube is a search engine. LinkedIn, for business to business, we tried on American developers, targeting the employees of companies: it gave no results, and we went back to Facebook.

Organic reach should be zero

When I wrote the book our page had 200,000 fans and every post reached between 5,000 and 15,000 people for free, depending on how beautiful the photo was. Everyone says organic reach has collapsed, and it's true. But think about it: in the Corriere della Sera you pay for all the advertising, from first to last. They don't give you the front page free to see if you like it. Facebook is today's newspaper: if a post still reaches thousands of people without paying, it is a gift. In an ideal world organic reach should be zero, unless it is publicity.

If you have a horrible page and terrible content, reach collapses and nobody sees you. It isn't Facebook's problem. It's yours, because you don't know how to do marketing.

The more on-target content you give your audience, the more organic reach rises. And organic reach is also useful for something else: it gets the crowd that will never be able to buy to comment, “wow, what a dream”, and the real clients read those comments. Naples is, along with Milan, the city where we have the most fans and the most interactions. We have never sold a kitchen there. But for envy, which is the engine of purchase, it works perfectly.

Within an advertising budget, nothing beats it

Where Facebook is unbeatable is advertising: the largest database of profiled users in the world, with which to build a brand as a pyramid, awareness, interaction, contact, appointment, for every language you sell in. It costs more every year; in 2025 the cost per thousand impressions rose by 20%. But within an advertising budget, for a high-end SME, nothing beats it.

The backup rule

And it is precisely because it works that it is risky. A significant share of our direct kitchen sales comes from Facebook: if it goes down tomorrow, because of an algorithm, a ban or a war, I have to have a backup. The blog, which is my own asset and does SEO. The email list, which nobody can take away from me. The videos on YouTube. Every main piece of content has to be distributed everywhere, and contacts have to be collected in-house. Facebook is today's newspaper, but it belongs to Meta. The blog you are reading, on the other hand, is ours.

From my book Direct from Milano and from my classroom courses. Figures and examples updated to September 2026.