What is Facebook – and how does a freelance Facebook specialist work?

By Carsten Bjerregaard, Addcapacity.com

Facebook remains one of the most widely used social platforms globally and plays a central role in both brand building, community management and performance advertising. For marketing organizations, Facebook functions both as an organic channel and as part of the advertising ecosystem via Meta Ads Manager.

The platform provides access to detailed targeting, flexible ad formats and strong retargeting options. At the same time, Facebook is a place where dialogue, credibility and relationships are developed over time. In practice, performance specialists, content teams and CRM profiles work closely together on the effort. A freelance Facebook specialist ensures that strategy, structure and execution are coherent and support the business goals.

1. What are Facebook’s basic functions and core purposes?

Facebook’s core purpose in marketing is to connect brands with target groups through both organic content and paid distribution. The platform combines community building, dialogue and performance advertising in one overall structure.

The strategic focus should not only be on reach, but on the interaction between organic presence and paid exposure. Facebook is particularly strong in retargeting and in supporting the entire customer journey – from awareness to conversion.

Key features

• Organic posts and community
• Advanced targeting advertising
• Retargeting and custom audiences
• Video and lead formats
• Integration with pixels and tracking

A concrete example: A company uses Facebook to build relationships through professional content and retargets engaged users with conversion campaigns.

2. What business value does Facebook create?

Facebook creates business value by combining brand building and performance in the same channel. The platform allows you to reach broad target groups while working precisely with segmentation and conversion optimization.

For marketing, this means the possibility of continuous testing of messages and creative formats. For management, the value is about flexible budget management and measurable impact via conversion data.

Value-adding elementsLarge and broad target audience

• Measurable conversion
• Effective retargeting
• Combination of brand and performance
• Scalable ad infrastructure

In practice: A B2C company increases the conversion rate by working systematically with retargeting based on website behavior.

3. How comprehensive is Facebook – and who is the platform suitable for?

Facebook is suitable for both small and large companies, but the potential increases with strategic maturity. The platform is particularly relevant for B2C, retail, e-commerce and service companies, but B2B can also achieve impact through targeted campaigns.

In terms of budget, Facebook is flexible – from small test campaigns to larger performance budgets. The decisive factor is the structure of the account setup and the data quality.

Typical uses

• E-commerce and retail
• Lead generation
• Brand building
• Retargeting strategies
• Events and campaigns

An example: A consulting company uses Facebook lead ads to generate registrations for webinars and integrates data directly into CRM.

4. What other platforms are in the same category?

Facebook is part of the paid social landscape and should be seen in conjunction with other channels. The choice depends on the target audience, content type and purchase journey.

Often it is the interaction between platforms that creates the greatest impact.

Alternative platforms

• Instagram (visual focus)
• LinkedIn (B2B targeting)
• TikTok (video and younger audiences)
• Google Ads (intent-based traffic)

In practice: Facebook is often used as the primary retargeting channel in combination with Google Ads.

5. What role and tasks can a freelance Facebook specialist perform?

A freelance Facebook specialist works both strategically and hands-on. The tasks range from structuring the advertising account and target groups to ongoing optimization and creative sparring. The specialist ensures that budget, bid strategy and messages work together, and that performance is systematically analyzed.

Typical tasks

• Account and campaign structure
• Target group analysis
• Pixel and tracking setup
• Creative testing and optimization
• Ongoing performance analysis

A specific scenario: A freelancer restructures the campaigns and improves ROAS by combining budgets into fewer, stronger campaign sets.

6. What work-related and financial benefits can you achieve by using a freelance specialist?

A freelance Facebook specialist can quickly identify ineffective setups and create momentum without long processes. The direct dialogue results in faster decisions and adjustments. The collaboration can be adapted to the season, campaign intensity and budget level.

Benefits in practice

• Quick start-up
• Specialized performance knowledge
• Flexible resource use
• Clear focus on ROI

In practice: A company uses a freelancer during campaign periods and reduces efforts during the off-season.

7. What are the advantages of using a freelancer rather than an agency or consultancy?

When it comes to Facebook advertising, many companies choose freelancers over agencies. The collaboration is closer and the decision-making process is shorter. Hourly rates are often 30–40% lower, which provides greater flexibility in the budget. The freelancer can become an integrated part of the marketing team and work continuously with optimization rather than in fixed project cycles.

Key differences

• 30–40% lower hourly rates
• Closer collaboration
• Faster optimization
• Less organizational overhead

A typical choice: The freelancer handles daily performance and reporting, while strategic decisions are made internally.

How do you quickly get in touch with freelance Facebook specialists who match your tasks?

Facebook specialists can have different strengths – some are strongest in e-commerce and dynamic ads, others in lead generation or community building. At Addcapacity.com, we take the specific tasks and the function to be solved – whether it is hands-on campaign management or strategic performance optimization.

We have a large network of experienced paid social profiles and help identify three strong candidates who match both expertise and scope. You can use the “Get 3 strong candidates” function. It is non-binding, and we always make an initial call to clarify the need and ensure the right match.

The process in brief

• Clarification of goals and budget
• Selection of 3 relevant candidates
• Dialogue and quick start