Facebook Launches First TV Campaign in Four Years, Focusing on Human Connection
MENLO PARK, CA – December 6, 2023 – facebook is returning to television advertising for the first time in four years with a new campaign, “A little connection can go a long way,” designed to highlight the platform’s core value: connecting people. The campaign arrives ahead of the Christmas holidays and aims to emphasize the more personal aspects of the social network.
The advertisement showcases how even small interactions – a message or a share – can bridge distances between individuals.This messaging represents a shift in focus from the platform’s current emphasis on short-form video content.
According to internal Meta data, Reels now account for 60% of time spent on Facebook, a 20% increase year-over-year. While video drives engagement, sharing of posts between friends is declining. Despite this shift,Facebook maintains over 3 billion monthly active users.
The campaign launch follows recent admissions by Meta CEO Mark Zuckerberg during a lawsuit against the Federal Trade Commission, where he acknowledged a “notable decrease” in time spent on both Facebook and Instagram. Data presented showed interactions between friends decreased from 22% in 2023 to a projected 17% in 2025,with conversations increasingly migrating to Messenger and WhatsApp.
This trend reveals a paradox: Facebook continues to position itself as a connection platform while a substantial portion of user time is dedicated to algorithm-driven video and content. The new campaign is largely viewed as an image-focused strategy to reinforce brand values, reaffirming Facebook as a space for authentic connection even as users increasingly engage with Reels and viral content.
