Facebook has lost daily users, but it is still the platform most adults in Sweden open every day. It also has features Instagram lacks: a Page can take part in local groups, invite people to events and collect recommendations, and two in three internet users in Sweden have used Messenger in the past year.

This guide is based on Facebook’s and Meta’s Help Centres, Meta’s own announcements and Svenskarna och internet 2026, the Swedish Internet Foundation’s annual survey of internet use in Sweden. Menu names are given as they appear in Facebook’s English Help Centre. Menus and rules change often, so everything is dated: as of 24 October 2026. The sources are listed at the end.

Facebook in Sweden in 2026: still the broadest reach among adults

According to Svenskarna och internet 2026, published on 28 September and based on answers collected in January 2026, 69 percent of internet users in Sweden aged 8 and over have used Facebook in the past year, and 45 percent use it every day. Among adults aged 20 and over the figures are 78 and 53 percent, just ahead of Instagram at 50 percent daily.

Group (Sweden)Used Facebook in the past yearEvery weekEvery day
All internet users aged 8 and over69 %57 %45 %
Adults aged 20 and over78 %66 %53 %
Women aged 20 and over83 %72 %59 %
Men aged 20 and over73 %60 %47 %
Children and young people aged 8–1921 %9 %5 %
Facebook Messenger, all aged 8 and over66 %52 %36 %

The decline is real. Daily use has fallen from 54 percent in 2021 to 45 percent in 2026, while the share who have used Facebook in the past year has stayed between 68 and 71 percent. Roughly as many people still have Facebook, but fewer open it every day.

How we read the figures for a local business:

Adult customers are still there. Among people born in the 1950s to the 1990s, 50–63 percent use Facebook every day, against 21 percent of those born in the 2000s. The comparison with Instagram, age group by age group, is in Social media in Sweden in 2026.

Messenger is a channel of its own. The report counts Messenger as a communication app rather than a social network, but for a business it is often where the questions come in.

Posts don’t carry everything. Fewer daily visits mean fewer chances to appear in the feed. Our conclusion is that the Page details, recommendations, groups and replies in Messenger matter as much as the posts.

Create your business Page and set it up properly

A business should have a Page, not a personal profile with the business’s name. According to Facebook, Pages are for businesses, brands and organisations, groups are for discussing shared interests and professional mode is a setting for personal profiles. You need a personal profile to create a Page, so anyone looking for a “business account” on Facebook is looking for a Page. Creating one costs nothing, and the Help Centre describes no payment step. What costs money is ads, boosted posts and the Meta One subscription, covered further down.

How to create the Page on a computer

  1. Log in to Facebook and click Pages on the left.
  2. Click Create Page, select Public Page, click Next and then Get started.
  3. Add your Page name and category, and ideally a short bio. Click Create Page.
  4. Add contact info, location and hours, then click Next.
  5. Add a profile photo and a cover photo and edit the action button.
  6. Connect WhatsApp or click Skip, invite friends and choose your notification settings. Click Done.

What the Page should say

The Page profile has fields for an introduction, category, links, services, contact info, address, hours and price range, among others. Facebook says the feature isn’t available to everyone yet, so the fields may vary.

  • Name and category: the business’s name as on your sign, and the category that best describes the business. Facebook has a help page on which features a Page gets depending on its category.
  • Introduction: what the business does, where and for whom, in your customers’ own words. In Sweden that usually means writing it in Swedish.
  • Links: your website and a link straight to booking, not to your home page.
  • Action button and recommendations: both are covered further down.

The same details should appear on your Facebook Page, your Google profile and your website. If you change your opening hours in one place, change them everywhere.

Checklist of eight settings for a business's Facebook Page in October 2026: a Page instead of a personal profile, with the right category, address, phone number and opening hours matching the Google profile, a link straight to booking among the Page's links, an action button leading to booking or contact, recommendations turned on, an instant reply in Messenger saying where to book, two people with full control and two-factor authentication, and partial access for the agency instead of the password.
Eight settings that receive the customer once a post has sparked interest. Two people with full control is Meta’s recommendation for the business portfolio, and the rest is based on Facebook’s Help Centre. As of October 2026.

Admins, business portfolio and security

Decide early who can do what. Anyone with full control can give others access, remove people, including you, and delete the Page. Facebook has two kinds of access:

  • Facebook access: the person can switch into the Page and manage it on Facebook, with full or partial control.
  • Task access: the person manages the Page from other tools, such as Meta Business Suite and Ads Manager, but can’t switch into the Page. You choose which features they can manage.

You give access from the Page’s settings, under Page access, after switching into the Page. The person gets an email invitation that they need to accept. Our recommendation is that two people in the business have full control, and that an agency or freelancer gets partial control or task access.

The business portfolio

A business portfolio brings together a business’s Pages, Instagram accounts, ad accounts and people in one place in Meta Business Suite. In our view you need one when you advertise regularly or work with an agency. You create it at business.facebook.com: click the drop-down menu below Home in the top left, click Create a business portfolio, and enter the business’s public name and an email address the business controls.

Three things worth knowing:

  • A Page can only belong to one portfolio. Create the portfolio in your business’s name and add your agency as a partner, instead of letting the agency put your Page in its own portfolio.
  • Someone must have full control. If nobody has full control of a Page in a portfolio, the Page is deactivated and scheduled for deletion.
  • Two, but not too many. Meta recommends that two people have full control of the portfolio, ideally no more than ten, and that anyone who hasn’t logged in for 90 days or lacks two-factor authentication is removed.

Why the accounts should be in your business’s name is covered in What does social media help cost?

Video on Facebook: everything is Reels now

Meta announced on 17 June 2025 that all videos on Facebook would be shared as Reels, with no restrictions on length or format, and that the change would roll out gradually to profiles and Pages. Videos already on your Page stay there, and according to Meta, a reel published to a public audience gets added reach.

Meta also prioritises original content. In March 2026, Meta wrote that unoriginal content, such as re-uploaded posts or other people’s clips with minor edits, will likely be deprioritised in Feed and Reels. Content filmed or produced by the owner of the Page counts as original. According to Meta, views and watch time for original reels on Facebook roughly doubled in the second half of 2025 compared with the same period in 2024. Meta doesn’t say in which countries.

In July 2026, Meta said it will later in the year test a version of the app that opens straight into full-screen video, with the classic Feed kept as the second tab. The test starts in video-heavy countries, which Meta doesn’t name. How to make short videos is covered in Reels for business, and the sizes in Image formats for social media.

Local groups, events and recommendations

Groups

A Page can take part in groups if the group’s admins allow Pages. What you do after switching into the Page, such as posting and commenting, appears as the Page’s activity. If a post from your Page gets a comment, you can reply privately with Message below the comment, if the group allows it and the comment is no more than seven days old. A Page can also create its own group.

Our advice is to read the group’s rules first and to help more than you sell. Bear Swedish advertising rules in mind too. According to Konsumentverket, the Swedish Consumer Agency, the starting point is that all posts a business publishes about its products to promote sales are covered by the requirement that advertising must be recognisable, and that advertising posts on social media should be clearly labelled with the word “reklam” (advertising).

Events

All events hosted by a Page are public. Switch into the Page, click Events in the left-hand menu and Create new event, and choose a name, date, time and In person or Virtual. You can also create recurring events, for example for a quiz night every Thursday.

Recommendations

With recommendations turned on, anyone logged in to Facebook can recommend your Page, see its rating and read reviews shared publicly. According to Facebook, this may make your Page easier to find in Facebook search. You turn them on under Settings and privacy, Settings and Page and tagging.

Facebook says that anyone who helps manage the Page shouldn’t recommend the business, and that Facebook doesn’t verify whether reviewers have actually bought anything. So ask real customers, and reply to what they write. How to do that is covered in Reviews and trust.

Messenger and the booking button: the path to customers

What counts is bookings, enquiries and calls. From your Page there are two ways there, a message or a button, and both need to be set up.

Messenger

Set up an instant reply, an automatic first response to new messages that says when the customer will hear back and where they can book directly. Switch into the Page and go to Messenger, Automations, Create automation, Greet people and Instant reply. You can also create an away message and save replies to questions that come up often, such as prices, free slots and how to find you.

If your Page replies quickly, it can get the Very responsive to messages badge. That requires a response rate of 90 percent and a response time of 15 minutes over the last seven days. Instant replies don’t count, so it is your real replies that decide. The same goes for the phone, as covered in Missed calls are missed customers.

You add the action button from your Page under Options and Add action button. Choose the button that takes customers closest to a booking or a contact. According to Facebook, it isn’t possible to book appointments on every business Page, so if you have your own booking system, add the link straight to the booking page among your Page’s links.

That matters more now, because Meta limits links in posts from some Pages. According to Facebook’s Help Centre, a Page with the limit can include links in up to two organic posts or comments per month. The limit doesn’t apply to all Pages and resets on the 1st of each month. Links in ads, links to Meta technologies such as Instagram and WhatsApp, and some others don’t count. The test began in December 2025, according to the UK trade publication Press Gazette.

More links require Meta One, a paid subscription that Meta says is in a limited test and not yet available everywhere. Its Advanced, Expert and Max plans allow 8, 20 and unlimited posts with links per month. Advanced costs USD 49.99 a month, and prices may vary by region.

So put your booking link in the Page details and the button, and say in your posts where to book: “Book via the button on our Page” or “Send us a message for a quote”.

If the Page is hacked: the first steps

A hacked Page can be hard to get back, so start with the safeguards.

If it has already happened:

  1. Can’t get into your account? Go to facebook.com/hacked, ideally on a device you have logged in from before.
  2. Has your email address been changed? Facebook sends a link to the previous address that reverses the change. Check that the email really comes from Facebook.
  3. Lost access to the Page? Log in and submit Facebook’s form to request a Page recovery. It only works if you have recently lost access. Facebook says it tries to respond within 24 hours, but that some reviews take longer.
  4. Once you’re back in: review the Page and the portfolio, undo changes you don’t recognise and turn on advanced protection.

Recovery only goes through Facebook’s and Meta’s own channels. We cannot restore Pages for anyone, and no outsider can promise to get one back.

Examples: clinic, tradesperson and restaurant

Three made-up Swedish businesses, to show how the parts fit together. They are not real customers, and the towns are only examples.

Clinic: Naprapat Exempel in Karlstad

  • Post: short Reels in which the naprapath, a type of manual therapist, shows an exercise or answers a common question, and photos from the clinic.
  • Messenger: an instant reply with a link to booking. Don’t ask about symptoms in the chat. Health data is sensitive personal data, and according to the Swedish Authority for Privacy Protection (IMY), processing it is prohibited as a main rule, although there are exceptions.
  • Photos: patients and staff in photos require consent, because Sweden’s Names and Images in Advertising Act prohibits businesses from using someone’s image in marketing without permission.
  • Paid reach: our page on Facebook advertising, in Swedish.

Tradesperson: Måleri Exempel in Växjö

  • Post: before and after from a job and a short reel while a room is painted, with no customer address or house number in shot.
  • Groups: when someone in the town’s group asks for a painter, happy customers can mention your Page. According to Facebook, commenting when a friend asks for recommendations is one way to recommend a business. Only reply as the Page if the group allows it.
  • Messenger: an instant reply asking for the location, roughly how big the job is and ideally a photo.

Restaurant: Bistro Exempel in Luleå

  • Events: a recurring event for quiz night and a separate one for the Christmas buffet, the julbord.
  • Post: today’s lunch and a reel from the kitchen.
  • Messenger: saved replies about larger groups and table bookings.

More for restaurants in Visibility for restaurants.

The algorithm, posting rhythm and boosting in brief

The algorithm. Since 13 October 2026, Meta has been rolling out Your algorithm, where people can add topics and describe in their own words what they want to see in Feed and Reels. In January 2026, Meta wrote that ranking changes in the fourth quarter of 2025 gave a 7 percent lift in views of organic posts and videos on Facebook, without naming countries. Accounts with long, distracting captions full of hashtags are shown only to their followers, according to Meta. The full guide is in How the algorithms work in 2026.

Rhythm. We have not found any number of posts that Meta recommends for business Pages. Our view is one or two a week. See Best time to post and how often and Post ideas for local businesses.

Boosting. Boosting a post is the simplest way to pay for reach, and in our view it works best once the Page and the post already hold up. More in our guide to boosting posts, in Meta Ads for local businesses and on our page about Facebook advertising, in Swedish.

Do it yourself or get help

The Page, access, button and instant reply can be set up in an afternoon. What takes time is posting your own material every week and replying quickly. How social media fits with the rest of your visibility is in Social media for local businesses.

With us, Facebook and Instagram are part of the Plus and Premium packages, together with your website and Google profile. Plus gives you 8 posts a month on Instagram and Facebook, a photo visit every quarter, the first at the start, and monthly follow-up. Premium adds Reels and TikTok content and video every month. Replying to comments and messages is not included in the packages and is quoted separately and in plain text, so expect Messenger to be handled by you or someone in your business. The accounts are yours, and you approve the content before it is published. How we work is described on our page about social media help, and what the packages include on our pricing page.

Frequently asked questions

Does a Facebook Page for a business cost anything?

No. Creating a Facebook Page costs nothing, and Facebook’s Help Centre describes no payment step. What costs money is ads and boosted posts, and the optional Meta One subscription, which Meta is testing on a limited basis and which, among other things, raises the limit on links in posts for Pages that have such a limit. As of 24 October 2026.

How do you create a Facebook Page for your business?

Log in with your personal profile, click Pages on the left and then Create Page. Select Public Page, add a name and category and click Create Page. Then add your contact details, location and hours, a profile photo, a cover photo and an action button. According to Facebook, you need a personal profile to create a Page.

What is a business portfolio on Facebook?

A business portfolio brings together a business’s Facebook Pages, Instagram accounts, ad accounts and people in one place in Meta Business Suite. You create it at business.facebook.com. Create it in the business’s name and add any agency as a partner, because a Page can only belong to one portfolio. Meta recommends that two people have full control.

What should I do if my business’s Facebook Page has been hacked?

If you can’t log in, go to facebook.com/hacked on a device you have logged in from before. If you have lost access to the Page, log in and submit Facebook’s form to recover a Page. Facebook says it tries to respond within 24 hours, but that reviews can take longer. Recovery only goes through Facebook’s own channels, and no outsider can promise to get a Page back.

How many links can a Facebook Page share?

It depends on the Page. According to Facebook’s Help Centre, a Page that has a limit can include links in up to two organic posts or comments per month, and the limit doesn’t apply to all Pages. Links in ads and links to Instagram, WhatsApp and other Meta technologies don’t count. A Meta One Advanced, Expert or Max subscription raises the limit. As of 24 October 2026.

Is Facebook still worth it for local businesses?

In our view yes, for most businesses that sell to adults. According to Svenskarna och internet 2026, 78 percent of internet users in Sweden aged 20 and over have used Facebook in the past year, and 53 percent use it every day. Overall daily use has fallen from 54 to 45 percent since 2021, and among people born in the 2000s, 21 percent use Facebook every day.

Sources

All web pages read on 24 October 2026 unless another date is given. Menus and features reflect the situation in October 2026 and may change.