20 must-know Facebook stats for marketers in 2022

Facebook demographic statistics · 1. Users ages 25-34 years represent Facebook's largest audience · 2. 73% of college-educated Internet users are ... Closenavigation Sendusanemail Sendusanemail Whoareyoutryingtocontact? Sales Support Other "Closethisform" "Closefiltermenu" Filterby Topic AllTopics AllCareerGrowth   Diversity,Equity&Inclusion   Leadership   LevelingUp   MarketingDisciplines AllMarketingInsights   CultureStrategies   CustomerExperience   DigitalTransformation   What'sNext AllNetworks   Facebook   Instagram   LinkedIn   OtherPlatforms   Pinterest   ReviewSites   SocialPlatforms   TikTok   Twitter   YouTube AllSocialMedia   Branding&Creative   CommunityManagement   CompetitiveStrategies   CustomerCare   EmployeeAdvocacy   ReviewManagement   SocialCommerce   SocialListening   SocialMediaAdvertising   SocialMediaAnalytics   SocialMediaContent   SocialMediaEngagement   SocialMediaPublishing   SocialMediaScheduling   SocialMediaStrategy   SocialMediaTrends   SocialSpotlight   TeamCollaboration   Video AllSproutSocial   SproutEngineering   SproutinAction   TeamSprout   Updates&Enhancements FutureofMarketing Type AllTypes CaseStudies Guides DataReports Interactive Templates&Tools Webinars Industry AllIndustries Agency ConsumerGoods Finance&Banking Food&Restaurants Gaming&Esports Government Healthcare HigherEducation Legal Media&Entertainment Nonprofit RealEstate Recruiting Retail Sports Technology&Software Travel&Hospitality ExperienceLevel AllExperienceLevels Beginner Intermediate Expert Search FilterResults Reset Filter ShareTwitterFacebookLinkedInEmailCopyLinkShareResource Tryingtofindup-to-dateFacebookstatistics?Youcametotherightplace. Whilewe’reallfamiliarwithFacebookanditsadvertisingpower,therearesomanyrecentdevelopmentsthatmarketersneedtokeepaneyeon. Ifyou’reaskingyourselfthesequestions: “Isrunningadsstillworthit?” “What’supwithreach?” “ShouldIchangecourse?” ThenourlistofFacebookstatswillgiveyousomeclarityandhelpironoutyourFacebookmarketingstrategyfor2022. Facebookdemographicstatistics Facebook’saudienceisdiverseandanythingbutone-size-fits-all.Tokickthingsoff,let’szeroinonthemostimportantsocialmediademographicsofFacebookusers: 1.Usersages25-34yearsrepresentFacebook’slargestaudience Despitetheplatform’sreputationasaseemingly“older”network,26.4%oftheplatform’suserbaseismadeupofmillennials.Thatsaid,overone-third(36%)ofFacebook’saudienceare45orolder. Source 2.73%ofcollege-educatedInternetusersareonFacebook,asare70%ofpeopleearningmorethan$75kayear Facebook’shighlyeducatedandbig-spendingaudienceisnotableforadvertisers.Thissignalsopportunitiesforbrandslookingtoearnsalesonhigh-ticketproducts. Source Facebookusagestatistics Giventhebuzzaroundcompetingnetworks,itmightnotseemlikeFacebookisboomingrightnow. ButthelatestFacebookstatssignalthattheplatformisaboutasactiveasever.Thatsaid,newcompetitionandsurprisegrowthfromothersocialmediaplatformscouldultimatelyhaltitsgrowthlong-term. 3.Facebookcurrentlyboastsover2.89billionmonthlyactiveusers Althoughadoptionhascertainlysloweddown,there’snodenyingtheplatform’sstatusasthemarketleaderinsocialmedia.Facebookisontracktopassthe3billionmonthlyuserthreshold,representingthefirstsocialnetworktodoso. 4.70%ofFacebookusersclaimthattheyvisitthesitedaily,with49%checkingtheplatform “severaltimesperday” Thisdatahighlightshowtheplatformearnsrepeatattentionfromusers,beatingoutthelikesofInstagram,TwitterandYouTube. Perhapsashocktocritics,theconceptoffranticallycheckingFacebookthroughoutthedayisaliveandwell. Source YoucananalyzecustomersandtheirbehaviorontheplatformbyconductingadeepFacebookanalysisandfindingoutwhereyoustandwithyouraudiencebasedonthedatayouget. 5.TheaverageFacebookuserspends33minutesperdayontheplatform Facebookusagehasheldsteadysinceabout2019,althoughithasseena6-minutefalloverthepastfiveyearstotal. Keepinmindthatsocialusageperplatformisprettymuchflat.Morenetworksmeanmorefightingforaudienceattention.Asaresult,theaveragesocialconsumerspreadstheirusagetimearoundmoreevenly. Source 6.Facebook’swidespreadmobileusageisstaggering,with98.5%ofusersaccessingviamobile(and81.8%doingsoexclusively) Nosurpriseshere:Socialmediaandsmartphonesgohandinhand.Thatsaid,thisdataisnoteworthyforcraftingbothFacebookpostsandads. 7.Two-thirdsofadultusersconsumenewsthroughFacebook(andnearlyone-thirddosoregularly) Twittermighthavethereputationofbeingthe“breakingnews”platformbutFacebookremainsago-tosourcefornewsnexttoYouTube,accordingtothereportbelow.Thisspeakstotheimportanceoftimelycontentthatinformsusers,buildscommunityandcreatesmeaningfuldiscussion. MakesuretoalignwithFacebookbestpracticestoprioritizepositiveproactivecontentoverclickbait. Source 8.Facebook’snewusergrowthrateisthesecond-lowestofallsocialplatforms(only0.8%in2021) ThisisdefinitelythemostconcerningofallourFacebookstatisticsforadvertisersandmarketers.RapidgrowthonTikTokandslowdownsonInstagramshowthatyoungeraudiencesaremovingtheneedleforsocialnetworks. Source 9.Facebookisstillthemost-usednetworkamongmarketers(93%) Foodforthought:marketershavetoremindthemselvesthatFacebookisstillaprioritynetworkforsocial-savvybrandslookingtosell.Accordingtothissurvey,marketersspendmostoftheireffortsonFacebookcomparedtoInstagram. Facebookadstats Fact:Facebookadsremainastapleofmarketingregardlessofusergrowth. Heck,Facebook’sadrevenuesawa56%increaseduring2021alone(reachingatotalof$28.6billion). Associaladsgrow,organicreachgetshardertocomeby,meaningoptimizationandstrategyarekeytoseeingmeaningfulreturns. 10.Facebookaccountsforoveraquarterofalldigitaladspending,rightbehindGoogle(28.9%)andsurpassingAmazon(10.3%)   Source SocialmediaispoisedtosurpasspaidsearchifthisconfirmsthatFacebookisattheforefrontofmakingithappen. 11.ThePhilippines(109.6%),Vietnam(94.6%)andMexico(94.1%)areamongthecountrieswiththelargestFacebookadaudiencereach ThisFacebookstatspeakstoFacebook’swideaudiencereach,includingitsinternationalad-buyingpowerforconsumersoutsideoftheUS. 12.Thereareover10millionactiveadvertisersonFacebookasof2020 Don’tletanyonetellyouFacebookadsaredead.BetweentherevenuenotedearlierandthefactthatthisnumberhasbeenrisingfairlyconsistentlyYoY,adsaren’tgoinganywhereyet. Source 13.TheaverageCTRforFBretailadsincreasedby6%YoY(upto1.32%)in2020 Interestfactoidfromthisreport:whileInstagramcurrentlyhasahigherCPCthanFacebook($0.86vs.$0.57),Instagramisalsoseeingbetterconversionratesthantheirparentcompany(8.07%vs.6.57%). 14.Marketplace(2.7%)andin-streamvideo(1%)areamongthemostpopularnon-feedadplacementsonFacebook. GivenhowfolksonMarketplaceareeagertobuy,adsfitrightintotheirjourneyascustomers.Still,thissurveyisdisappointingforthefutureofStories-basedads(0.4%). Source Facebookengagementstatistics  TheFacebookalgorithmhasbeenasourceofirritationformanymarketers.Thankfully,theplatformitselfhasactuallyshedsomelightonwhatpeopleareseeingandwhathelpsincreasereach. 15.ThemajorityofcontentseenbyFacebookuserscomesfromfriendsandpeoplefollowed(54.4%) Fromrecommendedcontenttoadsandbeyond,thisdatahighlightsjusthowmuchtheaverageconsumer’sattentionspanisbeingpulled. Source 16.86.5%ofcontentviewedonFacebookcontainsnolinks PoststhattakepeopleoffFacebookhurttheirexposure.That’swhyit’simportanttouseimages,videosandanythingelsethatkeepspeopleontheplatform. Source 17.ComparedtoInstagramorganicbrandengagementonFacebookisdown(0.27%),butaheadofTwitter(0.07%) BrandslookingtogrowonFacebookhaveanuphillbattleifthey’rerelyingonorganiccontentalone,however,datashowsthatengagementishighonFacebookcomparedtoTwitter.Makinguseofengagement-worthypostslikeemployeeadvocacycontent,pollsorcontestswillmakesureyoureelinthebenefitofthisstat. Facebookfeaturestats(video,Stories,Messenger)  So,whatsortofcontentshouldyoupost?Whatfeaturesaregrowingandwhat’sstagnant? Towrapthingsup,we’llreviewsomeFacebookstatsthatbreakdownsomeoftheplatform’skeyfeatures. 18.Facebookvideo(in-feed)isthemostpopulartypeofvideocontentontheplatform(51%ofusers),slightlylessthanLiveandWatchcombined(57%). Source LiveandWatcharegrowing,buttheydon’treachtheengagementthattraditionalFacebookvideoreceives. 19.FacebookMessengerisontracktosurpass3.2billionmobileusersbytheendof2022 WhenwetalkaboutFacebook,Messengerisoftenforgotten,butit’sintegraltotheplatformandrepresentstheapp’smost-usedfeatureaccordingtothisreportfromStatista. 20.Over1billionpeopleuseStoriesacrossFacebook’sfamilyofapps(includingInstagram) Finally,FacebookStoriesfollowedInstagramandbecameoneoftheplatform’smostpopularfeatures,accordingtothesocialmediagiant. WhatdotheseFacebookstatisticsmeantoyou? Nowmorethanever,it’stimetoputyourFacebookpresenceunderthemicroscope. Nomatterwhatyou’redoingonFacebook,there’snodenyingit’sapriorityplatformwithabigbaseandtonsofpotential.Engagementthroughads,organicposts,andeverythingin-betweenisextremelyvaluable. WehopetheseFacebookstatscanhelpguideyourstrategyintherightdirection.WiththesetakeawaysandabetterunderstandingofyourpriorityFacebookmetrics,you’llbeclosertoscoringthereachyourbranddeserves. Subscribetoournewsletterforsocialresources Join70,000+professionalsandbecomeabettersocialmediamarketer.Getsocialmediaresourcesandtipsinyourinboxweekly. Resourcesforyou TheCreatorEconomy:MakingDollarsandSenseOutofSocialPartnerships [Workbook]SocialListeningStep-By-Stepin90Minutes TheSproutSocialIndex,EditionXVIII:USForecast PreparetoLaunchWithaSocialMediaCampaignBrief:Template Alsoofinterest41OfTheMostImportantSocialMedia...24Pintereststatsandfactsmarketersmust...Instagramstatisticsyouneedtoknowfor2022 Recommendedforyou ViewallRecommendedforyouRecommendedforyouCategories Facebook SocialMediaEngagement HowtogetverifiedonFacebook:Yourstep-by-stepguide Publishedon October17,2022 •Readingtime 7minutes Categories Facebook SocialMediaEngagement HowtohidelikesonFacebook:Yourstep-by-stepguide Publishedon September29,2022 •Readingtime 6minutes Categories Facebook SocialMediaStrategy 12Facebookmarketingtoolstohelpyourbusinessscale Publishedon September8,2022 •Readingtime 7minutes Categories Facebook SocialMediaAnalytics 10Facebookanalyticstoolstomeasureyourmarketingsuccess Publishedon August30,2022 •Readingtime 5minutes NowonslideNowonslideNowonslideNowonslide Buildandgrowstrongerrelationshipsonsocial SproutSocialhelpsyouunderstandandreachyouraudience,engageyourcommunityandmeasureperformancewiththeonlyall-in-onesocialmediamanagementplatformbuiltforconnection. TrySproutForFree