2018 was a tumultuous year for Facebook, Inc. (inclusive of Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware, and called “Facebook” for the purposes of this report). The coming years won’t be easier, but the social media behemoth won’t suddenly collapse either, as many predict. But while Facebook’s short-term outlook might be fine, its long-term outlook is bleak. This report answers B2C marketers’ questions about what’s in store for the social media giant.