Meta Business Suite has been the go-to dashboard for managing Facebook and Instagram since the company made the transition from Facebook for Business in 2020. In the past five years, the social landscape has changed dramatically (heck, TikTok became the most popular app in the U.S., was banned and brought back in that timeframe).
We thought now would be a good time to take another look at Meta Business Suite. What still works, what’s changed, and how you can use it in 2025 to save time and stay competitive.
What Is Meta Business Suite?
A quick refresher: Meta Business Suite is a centralized management system for Facebook and Instagram business accounts. It allows you to manage your business social media accounts across Facebook and Instagram using a single dashboard, and it has many tools designed to extend your reach and build your online presence.
With both a desktop and mobile version, Meta Business Suite is designed to make it easy for you to get the information you need and make the best choices for your social media content in real time.
You can also boost posts and create ads, see all the messages from both your Facebook and Instagram accounts, and create automated posts — all in one place.
Meta Business Suite offers a preview of scheduled posts in the “Planner” tool. Of course, analytics are a vital part of your business activity, and Meta Business Suite’s Insights tool provides a window for you to see the metrics, trends, visual reports and more.
You can track how your profile is performing on Facebook and Instagram, view your reach, track your advertising’s cross-platform spend, and see what kind of engagement your organic and boosted posts are receiving.
By merging all this information into one place, it’s easier for you to see which strategies are working, which posts are underperforming and where you can allocate your resources to get the best ROI.
Why Use Meta Business Suite?
Even if you’re a small business, you can benefit greatly from using Meta Business Suite. You might think regular pages are fine, but keep in mind that those are designed for non-commercial use. Business Suite offers so much insight into your customers and ad performance, and it brings it all together in one place.
You don’t need to use all the features from the start. Let yourself grow into the different tools it offers — and learn to use them to grow your business.
Here are a few Meta Business Suite tips we recommend for making the most of it.
1. Analytics. We’ve already talked about the analytics provided by the Insights tool, but it’s worth mentioning again. Using the proper analytics is critical to competing in the online business space, and regardless of your operation’s size, you need to know what’s happening behind the scenes.
Without the right tools, you’re not on the same playing field as your competitors. Analyze social performance in the joint dashboard for Facebook and Instagram in the Meta Business Suite.
2. Cross-platform accessibility. The ability to work seamlessly across both Instagram and Facebook platforms saves time and ensures consistency. This also makes scheduling your posts easy, and you can schedule specific posts for one platform or both.
3. Product tags. Social media as an e-commerce platform has exploded over the last several years, with more than 100 million American online consumers turning to social media for direct shopping.
Facebook still holds the prize for the most popular platform for social media commerce for users over 35. Digital shoppers are 76.9% more likely to buy on Facebook than they are on TikTok.
With Meta Business Suite, you can set up shopping, tag products, and make sure that you’re making it easier for customers to see and buy your products on both Instagram and Facebook.
4. Easier messaging. Meta Business Suite’s Inbox tool makes it easier and faster to respond to emails and comments; you can also set up automated responses to common questions and set your status so customers will know when to expect a delayed response.
You can also search messages, comments and your inbox quickly and easily. And you don’t have to go through the Facebook platform to do this; messages can be sent through your business email account.
5. Accessibility. We saved the best for last because this is our favorite thing about Business Suite: It allows the page owner or administrator to provide access to another person or entity. The page administrator can assign one of six roles, and that will determine what kind of access each person has. That not only helps your team stay organized, but it also keeps your business accounts secure.
Let’s say you’re working with a digital marketing agency that handles all your social media marketing. You can provide them access and assign roles to your page, but you can also limit what they can see or what actions they can take. This provides you with greater security on multiple levels, including knowing that more than one person can manage your content and actions.
That’s important for many reasons: It creates a fail-safe option to prevent you from being locked out of your own page, and if someone abruptly leaves the company, it ensures that someone else on the team will have access to your page.
What if I Have Multiple Businesses?
Not only does Meta Business Suite allow you to manage both Facebook and Instagram accounts, but it also lets you manage multiple businesses under the same Business Suite account.
Let’s say you have a company that offers office equipment, but you’ve divided the company into three business areas: one sells higher-end computers and equipment, one sells basic, affordable computer equipment packages, and the third resells used and refurbished computers. Each of these businesses has its own name and branding, but they’re all under the same umbrella.
Meta Business Suite lets you create a page for each of these businesses, but you can manage all three through a single account. This is particularly helpful if you have a team creating social media for all three companies, as they’ll be able to access the accounts from one location.
Do You Still Need Meta Business Suite?
As the social media landscape has grown, so have the options for managing channels and accounts. Many businesses wonder if they should stay on Meta. Do the tools still offer value?
Some of Meta Business Suite’s features can take some getting used to, and there might be a slight learning curve in implementing it and making sure you’re taking advantage of all its features. But for businesses that want to enhance their presence on Facebook and Instagram, it’s important to explore it and learn how to use it to boost your brand, streamline operations — and generate the important analytics that are crucial to staying competitive online.
