I’m going to get things started with a fun fact today: 53% of US adults who use Facebook aren’t aware of how or why the content they see ends up in their feed. They don’t know how the Facebook algorithm works. (According to a Pew Research study.)
To be honest, even some of us that have worked in social media marketing for a number of years still haven’t mastered the ever-changing algorithms of the likes of Facebook, Instagram and Pinterest.
But here’s a little bit of good news for you: you don’t need to understand the Facebook algorithm in order to make your brand a hit on the platform. You just need to understand the platform a little better, and how people use it.
Today, I’m sharing 25 Facebook stats that will help you rock your marketing strategy — including why you should definitely pay attention to videos on Facebook, why messenger is literally all-the-rage right now, and why it might just be a great time to start dipping your toes into the world of Facebook Ads.
Are you sitting comfortably? If so, I shall begin…
1 – Facebook ranks as the #2 most popular website in the world, with 4,487,200,000 visits each month.
It comes in second place behind Google, which racks up a staggering 15-billion-plus visits each month, according to We Are Social. And just in case you were wondering, the average time per visit is 10 minutes and 57 seconds. A person will spend, on average, approximately 10-11 minutes on the site or app once they’ve opened it up.
2 – 74% of all US Facebook users visit the platform every day.
Only 64% of Instagram users behave in the same way, followed by 61% of Snapchat users. YouTube and Twitter fall much lower than that, still: 51% and 42% of users visit the platforms daily respectively. (Source: Pew Research.)
Posting content regularly – daily, even – is a great way to keep your audience engaged. It doesn’t need to be all of your own content, either. In fact, when it comes to social media marketing (especially Facebook) it is recommended that you share the content of others.
For Instagram, that could be user-generated content, such as a clothing store using images of customers modelling the clothes (with permission, of course).
On Facebook, it could be a link to another website with some interesting and relevant information you’ve found, or sharing a video or made by your brand. It could even be a share of someone else’s Facebook status or post.
Regular content doesn’t need to be difficult, especially when you start to plan and schedule things in advance.
3 – The older generations are taking over on Facebook!
Okay, so they’re not exactly taking over, but those born before 1945, commonly referred to as the “Silent Generation” are one of the fastest-growing groups of users on the social platform, according to another Pew Research study.
With smart phone and tablet ownership increasing among the Silent Generation and “Boomers” (those born between 1946 and 1964), it makes sense that more of that particular age demographic would make the leap to social media too — but we’re talking about quite an increase when compared to other age groups.
Back in 2012, only 21% of those in the Silent Generation had a Facebook account, but that rose to 37% in 2019, and is said to continue rising.
For some comparison, the percentage of Millennials and Gen X’ers with Facebook accounts has fluctuated. Millennials, for example, started off at 82% in 2012, dropped to 80% in 2015, and then rose to 84% in 2019.
Don’t underestimate the older generations on social media; they’re diving right in!
4 – More men than women use Facebook in 2020.
56% of Facebook users were male, as counted by Statista in January of 2020, leaving the remaining 44% to the ladies. You can easily find out how many of your fans are male and female by diving into the world of Facebook analytics. There’s no quicker way to find out more about the people who you’re delivering content to.
5 – Over 140 million businesses already use Facebook for growth and marketing.
And most of them are using a lot more than just the business-page feature of the platform. Many business and brand owners aren’t aware of just how many features Facebook has to offer, but each of them can give you a brand new insight into the mind of your audience.
Take Facebook Polls, for example: you can use polls to ask your audience questions and get a simple answer without having to sift through a whole bunch of comments to work it out.
You can also use Facebook Polls as a way to EDUCATE your audience in an engaging, interactive quiz-like way. Why not ask your Facebook followers a question, wait to see the answer, and then tell them whether they were right or wrong?
You can add media to your poll to make it more bright and eye-catching — photos, etc., and there are heaps of poll ideas you could put together. You could ask what blog post should come next, or what they’re struggling with that you can help with, or even what to have for dinner tonight. That’s the beauty of them: they’re so versatile!
Facebook has so many underrated features like Polls — and many business/brands/companies aren’t using them enough. Maybe it’s about time you had a closer look at them and what they can offer you/your audience?
6 – 56% of consumers will unfollow/unlike a page because of poor customer service.
A Sprout Social report showed that consumers were pretty brutal when it comes to social media following and unfollowing habits. Not only would 56% of consumers unfollow a brand on Facebook or other platforms because of poor customer service, but 51% of them will also unfollow a brand because the content they’re posting is irrelevant.
A lot of things can convince a follower to check that unfollow button, actually, including sharing too many advertisements or promotional posts, speaking about social issues, political chats, and even using influencers on social media to sell products (only 14% for the latter though, thankfully!).
One of the statistics that we DEFINITELY recommend you pay attention to is this one: 29% of consumers would actively unfollow or unlike a brand on social media if posts and mentions were ignored. It is now more important than ever to ENGAGE with your audience, offering replies to comments, responses to instant messages, and much more besides.
7 – Your brand values are super important.
So much so, in fact, that people who read about a brand’s positive values on Facebook and other forms of social media are more likely to purchase whatever, sign up, or publicly (on social media) recommend the company/brand to a friend, co-worker, or family member.
Facebook for Business showed that behaviour changed a little between North American Gen Z’ers (those aged between 18 and 24) and Millennials (those aged between 25 and 38).
Gen Z’ers were 1.4 times more likely to “share satisfaction with the brand” after learning about a brand’s positive values, which can amount to a glowing comment or status update, or even an awesome review. Millennials were only 1.2 times more likely to do so.
61% of Gen Z’ers actively expect brands to contribute to society in some way, whether that be working with charitable organisations, running an inclusive brand, becoming more eco-friendly, or helping those in need, again, according to Facebook.
8 – Over half of all consumers studied would boycott a company whose values didn’t align with their own.
Sprout Social revealed this fact about consumer behaviour and interaction with brand pages, and it’s one that you will need to think about quite carefully before you take a particular stance – publicly – on social media.
You must also accept that posting your values and views, especially on hot topics, could lead to a decline in your audience.
It would be a wonderfully perfect world if we all had the same views and opinions, but sadly, we do not. We can’t please everyone, as they say, and you’ll need to accept that 55% of people will happily click on that unfollow button if they don’t agree with what your/a brand supports.
9 – Not everything Facebook touches turns to gold …
It might surprise you to learn that there are a string of failed ventures in Facebook’s wake, with various side projects and products that were designed to innovate … but actually flunked.
Facebook Deals, for example, was marketed as a coupon service, offering deals and discounts to its members in a similar way to Groupon and other coupon sites. Initially launched in the spring of 2011, it wasn’t long before the feature was shut down completely: four months.
Facebook Gifts was another venture that lasted for about as long, a feature that was designed to allow users to send each other gifts, such as candy. It barely lasted a year, first opening in September of 2012 before closing in August of 2013.
There was even an attempt to create a virtual currency back in 2011 — Facebook Credits. Back when everyone was playing FarmVille and posting about it on the social networking site, Facebook Credits was meant to make purchasing in-app extras easier. Sadly, it was not met with positive feedback and only stayed active until 2013.
If nothing else, you should give yourself a break if your social media strategy isn’t quite going the way you want it to — or anything else in life, for that matter. Even Mark Zuckerberg ‘fails’ from time to time.
10 – Facebook is the #1 channel for distributing content for content marketers…
… according to the 2020 HubSpot State of Marketing report, closely followed by website in second place, Instagram in third, and YouTube in fourth.
The same HubSpot study also showed that Facebook came in first when it comes to company investments in social media marketing, with Instagram, Twitter, and YouTube coming in second, third, and fourth place respectively.
What does this mean? It means that people – companies and brands, specifically – are regularly using Facebook as their number one channel for getting information or content out to the masses. It’s not always cool to jump on the bandwagon, but in this case, we highly recommend that you do.
Mastering a Facebook social strategy can be hard work, but when you take into account the success that other brands and businesses have had on the platform, as well as where companies and brands are choosing to invest their time, money, and resources, it’s well worth learning the ropes.
And while we’re on the subject of success, Facebook offers the highest return on your social media investments — by a long shot!
11 – Facebook Ad prices went down by 6% in 2019.
It’s not a massive decline, no, but it makes sense to have a ‘dabble’ around with Facebook ads while prices are low. The Sprout Social report put forward the theory that 2020 would be a great year for people wanting to get the best bang out of their marketing bucks, and even suggested that costs would come more in the future, too.
Source: Facebook Earnings
12 – Ad impressions on Facebook were up by 37% in 2019.
Don’t think for a single moment that a decline in ad costs means a decline in impressions, either. Quite the opposite is happening … ad impressions are up 37% (according to Sprout Social) which makes the drop in price an even bigger bonus.
It might just be time to finally look at Facebook Ads a little closer, right?
13 – A third of all daily Facebook users are sharing or viewing Facebook Stories on a daily basis.
That’s a third of 1.56 billion daily Facebook users, according to Techcrunch, amounting to approximately 500 million PLUS users, either share their own Facebook Stories, or watch Stories shared by other accounts — friends, family and co-workers; brands and companies they follow; and influencers/bloggers/etc.
14 – Facebook is the second most popular video marketing channel [native videos].
Despite Snapchat growing at an astounding rate, and TikTok too, Facebook is still one of the most popular channels to publish and share video content. The only platform that beats it is YouTube, as you would probably expect.
The same Social Media Examiner report actually unearthed some pretty interesting information about video marketing on the likes of Facebook, Instagram, and YouTube, including the most popular length of video … and it might just surprise you.
We are told to make written content longer, and to incorporate more information into it, but it seems the opposite is the case when working with videos to promote your brand online.
The HubSpot study showed that shorter videos were more popular than longer ones among marketers: 1 to 3 minutes being the most popular, closely followed by videos less than 60 seconds in length. We’re moving into a micro-video era, it would appear.
15 – One in five videos on Facebook is a live broadcast.
Facebook actually has some pretty nifty advice when it comes to figuring out using the various video options, even recommending that you look at video content in one of three ways:
- Short videos for “on the go”
- Medium-length videos for “lean forward” or interactive viewing
- Longer, fully-immersive “lean back” videos
Short videos are going to be great for people to “snack” on during their lunch hour, with the longer pieces better suited to weekends, when people have more time on their hands (or so it is believed).
You definitely shouldn’t aim for every single piece of video content to be a Titanic-length tale. Let me direct you back to my previous point about 0-3 minute videos being super popular amongst marketers 👆🏻
16 – Video posts on Facebook get more engagement than other types of post.
A Hootsuite and We Are Social study showed that the average engagement rate of a video post on Facebook was 7.12%. Photo-based posts came in a close second, at 5.48%, and page-link posts came in third, at 3.99%. Plain ol’ Facebook status updates got the raw end of the deal, only generating an engagement rate of just under 2.5%.
You are going to get more engagement if you interact with your fans on Facebook using video posts and photo or image-based posts; that’s what all of the evidence points towards.
It makes sense when you think about it, too: media, such as videos and photos, are often moving/colourful/eye-catching/a combination of all three. They almost demand attention from passing browsers. That’s how come we often find ourselves getting stuck in a Facebook vortex of funny dog videos until 4am. (Or is that just me?)
Videos and photos draw in your audience by standing out to them. They’re invited to watch longer, take a closer look, click a link, leave a like, or throw a comment under your post.
7.12% average engagement on Facebook video posts is NOT to be sniffed at.
17 – Live video usage has been on the increase for some time … and it’s going to continue growing.
An eMarketer study showed that views of live videos across social media started to rise before the Covid-19 pandemic, but increased at a staggering rate during it (to be expected).
Experts believe this use is going to carry on increasing once life returns to ‘normal’, however; from 136.4 million US people watching Live video in 2020, to 154.7 million people in 2023.
Facebook and other social platforms are starting to prioritise video options, particularly live video options — a sure sign of what’s to come in the future.
18 – Mornings aren’t great for Facebook engagement.
According to Sprout Social, you will get the LEAST engagement on your posts in the mornings, up to 8am, and also in the evenings, after about 5pm.
Although there are lots of “recommended” times to post on social media, especially Facebook, it is important to tailor your social media marketing strategy to specifically suit YOUR audience. This is something I’ve gone into a lot more detail in: Best Times To Post On Social Media: The Definitive Guide.
Also, just because you won’t get a lot of engagement and interaction at those times doesn’t mean that you shouldn’t publish content at them. Most social media posts have a lifespan; for Facebook, that lifespan is around six hours, but the majority of posts will get the bulk of their engagement in the first two to three hours.
19 – Entertaining posts are the most engagement-grabbing types of post.
This actually goes across the social media board and not just with Facebook, shown by the Sprout Social marketing report. 67% of consumers studies would actively engage with a post that was entertaining, such as ‘liking’ the post, or adding a comment. 55% of consumers would also share entertaining social media posts.
Inspiring posts came in a close second, with 57% of consumers saying they’d like or comment on a post if it were inspiring to them, and educational or teaching posts came in third, with 46% of consumers.
20 – 45% of 16-24 year olds on Facebook use it primarily to find funny or entertaining content.
The Global Web Index social media report unearthed some very interesting information about the way users of different age groups use Facebook.
For 25-34 year olds, the biggest reason to use it was so stay up-to-date with news and current events (40% of users in that age demographic said it was one of their main motivations), with finding entertaining content coming in a close second (39%).
21 – Over 100 billion messages are shared every day on Facebook.
And according to Facebook, businesses are sharing more than 20 billion messages on a monthly basis to other businesses and consumers.
Messenger is no longer something that we use to keep in contact with our mums and mates. Instead, it has turned into something much bigger than that; into a way for businesses and brands to offer their customers a personal touch.
It’s being used not just to book appointments but also to make sales, generate new leads, offer discounts and special offers, keep in contact with long-term customers and acquaintances, and much more besides.
Let’s just dip back to that personal touch for a moment, though; 91% of consumers are more likely to buy from a brand that has not only offered them specific and relevant suggestions but also actually remembered who they are.
Could it be that rewards for loyalty could be faced into making a comeback?
22 – 45% of shoppers send messages to brands or businesses on Facebook for more information on products or pricing.
Actually, the Facebook for Business study revealed some great information about the way that consumers are using social media, more specifically, the way that they are starting to use messaging services in order to contact brands and businesses.
For example, over the festive period 2018-2019, over two-thirds of all consumers around the world had sent a message to a brand or business.
35% of consumers said that they messaged a brand because they knew they would get instant responses online, with 33% agreeing that it was an easy way to shop. Not only that, 31% of consumers believed that they received a more personalised, one-on-one service from the business when they were in contact via messenger.
We also told you in 25 Social Media Marketing Statistics & Facts For 2020 that:
53% of consumers were more likely to buy something when they could contact the business personally and directly — such as with Facebook Messenger.
Making yourself available to your audience, whether that’s personally or through a chat-bot style system, is important in this day and age. People don’t want to send an email and wait 24-48 hours for a response. They want a response RIGHT NOW — and they’re more likely to get that by contacting a brand’s social page.
23 – 74% of UK consumers message a business to make a reservation of purchase.
And that number is fairly similar in the US, too: 75%. In India, the figure hops up a little higher again, to 82%. Brazil tops the lot, with 85%. (Source: Facebook.)
What does this tell you?
It tells you that people are going out of their way to message a person on Facebook or another messaging service to spend money — buy something, reserve a hotel room, book a hair appointment and pay the deposit, etc. They don’t want to book online anymore, nor do they want to hang around on the phone for hours.
Messaging is different; consumers can message on the go, carrying on a conversation with a business on the way to work, or as they laze in the tub, or even as they make dinner for a hungry family in the evenings.
In a case study by Facebook for Business, Sephora saw a 60% increase in in-store bookings as a direct result of implementing a messenger-based booking service.
We’re all using messaging services for one reason for another. It just makes perfect sense that marketing, sales, and lead generation would make their way over to it at some point or another.
24 – 77% of consumers would go on to a buy a product from a brand after following it on social media.
In fact, consumers would actively go out of their way to buy that particular brand over another brand of the same item, and that’s not all they do once they click on that follow button.
According to Sprout Social, 87% of consumers go on to visit the brand’s website or phone application after following them on social media, and 78% of them would even talk about that brand with friends, family, co-workers, etc.
25 – The page with the largest audience on Facebook is Tasty.
And let’s be honest, with those delicious dishes, it’s hardly any wonder why. With over 98 million fans, it beats second place by only a little, held by Vin Diesel, according to Social Bakers.
Sharing content that has been posted by very popular pages, such as Tasty, is a great way to encourage more engagement from your audience. That content is ALREADY popular, so by sharing it, you could gain from that popularity. Your share post will get likes and comments.
So, what have we learned from these Facebook statistics?
More than 1.62 million people are active on Facebook on a daily basis, and the site boasts of having almost 2.5 BILLION users overall.
Now is the perfect time to start implementing Facebook marketing into your blog strategy using those features, and if these facts and figures have shown us anything, it’s that video marketing on Facebook and across the social platforms is most definitely something you should be thinking about in 2020 and beyond.
If you’re interested in what you can do to tweak your Facebook marketing strategy, or put a strategy in place for the very first time, why not take a peek at: