Facebook is less "cool" for organic game dev than it used to be, but it can still be useful in certain contexts, especially for ads and for having an official page.
For organic content promotion, I wouldn't put it first for a small studio. The organic reach of pages has dropped a lot. Facebook's real value today comes more from Meta Ads and from being a verifiable official page.
What it's useful for
- an official page for the company or game;
- ads via Meta (the same system as Instagram);
- local gamedev communities and groups;
- corporate announcements;
- remarketing and user acquisition;
- minimal verifiable presence.
Process and characteristics
- a Facebook Page (not a personal profile) is required to run Meta Ads and to appear as a company;
- Meta Ads allow detailed targeting, useful for UA, especially for mobile/F2P games;
- you can cross-post with Instagram from the same Meta Business Suite;
- organically, posts reach a fraction of your followers without paid promotion.
What to post
- important announcements;
- trailer and launches;
- updates;
- links to devlogs;
- posts cross-posted from Instagram;
- events;
- press materials;
- campaigns or ads.
Practical recommendation
I'd create the Facebook page for the company or game, fill it out properly (logo, description, website, Discord link) and keep it minimally active.
I wouldn't invest much time in organic Facebook unless you see your audience is actually there or you use Meta Ads for user acquisition. For a small studio, it's more of an official-presence checkbox + an ads channel than a community engine.
See the rest of the platforms in Social pages.