Facebook is atrocious for almost all purposes. Their algorithms mean that people miss huge amounts of stuff, and anything that gets a bit of a hook is the only thing that gets seen.
However, unfortunately people are already “on Facebook” for a multitude of other reasons and have to make no special effort to check somewhere else. So, sadly, it ain’t going away any time soon.
The only thing Zwift could do to try and push people here is to stop engaging on other platforms, I think. No Facebook or Reddit at least. Could probably get away with keeping Twitter and Instagram, as they’re not the same sort of application.
Also, of course, we continue to use Facebook and Reddit. If community personalities stopped posting there too, that would help seed a move (I’ve done it in the past when I cause a breakaway group in a forum community to leave with me - but I’m not a notable personality in this community =) ). But again, ain’t gonna happen.