Facebook is by far the largest social networking site. It is the technologies introduced by this market leader that have transformed behaviour of users and their consumption of content on the Internet. Rather than visiting each information website separately, users now tend to browse the news made available on Facebook. It therefore plays the role of a content aggregator, and is our window to the world. With over 2 billion active users per month, the giant social media makes an ideal place for companies that want to reach as many potential customers as possible. In contrast to traditional forms of advertising, campaigns carried out on Facebook are interactive, which helps build a relationship between the company and the recipient. Every interaction between the user and the site - a comment or reaction will make the post visible to the user's friends, thus expanding its reach.
In addition to having a vast user base, the website gives a wide range of possibilities to advertisers. Continuous features and improvements have had Facebook change into a platform with unlimited potential, the use of which depends solely on the skills of marketers.