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NOW ONAlthough Facebook has a history of nearly 20 years, it remains an absolute giant in the field of social media-brands and social media marketers cannot ignore it.
We have summarized dozens of important Facebook statistics (updated to 2024) to help depict the current situation of Facebook.
As of the second quarter of 2023, although Facebook's popularity among young people is declining, it still has 3.05 billion monthly active users. Meta also reported in the spring of 2023 that 3.96 billion people use at least one of its core products (Facebook, Instagram, WhatsApp, or Messenger) each month.
The number of daily active users of Facebook is almost more impressive than its monthly number: 2.09 billion users log in to the application or website every day - this number has increased by 5% since 2023.
Given the large number of monthly active users, it may not be surprising that Facebook is currently the social network with the highest usage rate in the world. In contrast, YouTube, which ranks second, has only 2.4 billion active users monthly.
According to SimilarWeb(), Facebook ranks third globally, behind Google (first) and YouTube (second).
Spam accounts and fraud accounts are a major problem for social media platforms. On average, more than 1 billion fake Facebook accounts are deleted every quarter.
With 314 million users, India is the country with the largest number of Facebook accounts in the world. The United States is the second most active country on Facebook, with 175 million users. (Indonesia, Brazil, and Mexico follow closely.)
Statisticians predict that the coverage of Facebook will continue to grow in the next few years and may cover 75.79% of the global population by 2027.
YouTube is the second most popular source of social media news, but Facebook dominates with 30% of American adults.
Of course, your situation may be different. The best time to post on Facebook actually depends on your specific audience and their social habits, but on average, posting between 8:00 am and 12:00 pm on Tuesdays and Thursdays seems to be the best time.
In 2024, the male user group of Facebook is more dominant than the female group (but note that this data set does not consider non-binary users). 56.3% of users consider themselves male, while 43.7% consider themselves female.
Although Facebook is increasingly hailed as a safe space for the baby boomer generation, user engagement in this age group is very low. Only 5.6% of Facebook users are over 65 years old.
The group that originally made Facebook famous is still active on this social media platform. More than 49% of users are between 25 and 44 years old.
A lot has changed in the past decade. According to Pew Research Center data, only 33% of teenagers have active Facebook accounts, down from 71% in 2014-2015.
And only 3% of teenagers aged 13 to 17 said they use Facebook "almost all the time". On the other hand, YouTube and TikTok have occupied the teenage market: 71% of teenagers visit YouTube every day, and 58% of teenagers open TikTok according to this schedule.
Although the overall number of teenagers using Facebook has decreased, teenagers who use Facebook tend to come from middle and low-income families. For example, 45% of teenagers from families with an annual income of less than $30,000 said they use Facebook, but only 27% of teenagers from families with an annual income of $75,000 or more said they use Facebook.
They may also be using TikTok, but this valuable 18 to 24-year-old demographic group accounts for 21.5% of Facebook's huge audience.
This is actually a part-time job! Facebook users log in to the app or website for nearly 20 hours per month on average. About 40 minutes per day on average.
Don't be discouraged if you don't get as many likes and comments as before. A low engagement rate is completely normal. In fact, the average fan engagement rate of Facebook pages is only 0.07%.
Although the overall average engagement rate of Facebook pages may be low, images tend to attract more attention, with an average interaction rate of 0.12%.
Maybe this is a sign for you to stop sharing so many links? The engagement rate of link posts on Facebook pages is the lowest among all Facebook post types, at only 0.03%.
If you're waiting for a sign to make your advertising campaign design mobile-first, this is it: 81.8% of Facebook users only use mobile phones. Only 1.5% of users only use laptops or desktops.
Facebook Messenger is a powerful tool. Sheryl Sandberg() reported that more than 1 billion Facebook users use Facebook's messaging tools to contact businesses every week.
It seems that the business of Facebook and its sister apps (Instagram, WhatsApp) is to help small businesses. More than 200 million brands use these platforms to create virtual storefronts and connect with customers every month.
All types of businesses are using Facebook, and the numbers don't lie. More than 90% of brands are present on Facebook. Instagram and LinkedIn are other of the most commonly used social media platforms for businesses. The least likely? BeReal.
Although most modern brands do use Facebook for marketing and advertising, only 62% of companies said they believe the investment in Facebook brings a return.
The most popular Facebook fan page is Facebook itself (with over 214 million fans). Other top brands (or celebrities) on Facebook include Samsung, Cristiano Ronaldo(), Real Madrid Football Club, Coca-Cola, Barcelona Football Club, and Shakira.
However, these benchmarks can vary greatly depending on your industry. Media brands post far more posts than the average (73.5 posts per week), while food and beverage companies post much fewer (2.5 posts per week).
58% of Facebook users will browse the brand's website for more information after seeing a product or service in a Facebook Story. (31% of users said they would go to the store in person to learn about the merchant!)
Facebook's global annual revenue in 2023 was approximately $152 billion. However, advertising executives predict that 2024 will be a brilliant year, with expected revenue reaching $170.82 billion, rebounding from the slump affected by the pandemic in recent years.
If you advertise on Facebook in 2024, your potential advertising reach will be 1.98 billion people.
Among Meta's app family (Facebook, Instagram, WhatsApp, and Messenger), ad impressions increased by more than a third, while the average price of each ad decreased by 6%.
When classified by industry, Facebook ads for clothing and footwear have the highest click-through rate, at 2.06%; the click-through rate of healthcare Facebook ads is only 0.73%. But the click-through rate is not the only way to measure the success of a social media advertising campaign. The number of impressions may be a more meaningful number depending on your social media goals.
Facebook Shops' popularity has soared, and shoppers can browse and purchase products within the app. This is not just social selling: it's full-scale e-commerce.
In 2022, 63.5 million people made at least one purchase through Facebook. Instagram follows closely, making Meta top the list in the social media shopping experience rankings. In addition to Facebook Shops, this statistic also includes Marketplace, which is a sales opportunity that more brands may want to consider.
When people are ready to research their next purchase (big or small), they are increasingly likely to turn to social media rather than search engines. Although Amazon, search engines, and Google are still at the top of the shopping funnel, Facebook is quietly emerging as a competitor. It's best to improve those social SEO skills.
According to Facebook, 50% of the time people spend on Facebook or Instagram is spent watching video content.
Among them, up to 74% of Facebook In-Stream non-skippable video ads are watched completely by users.
But the potential audience for Reels ads is only half that of Stories ads. Advertisers with a well-developed Reels ad strategy can gain an advantage by joining this ad slot as it is still a relatively new ad slot.
Reels had a strong start and is currently revenue-neutral. Meta said in its third-quarter earnings report that it will shift its focus more comprehensively from Reels to videos.
This is not the only benefit of Instagram Stories. More than 70% of US users agree that Stories allow them to experience new things, and 57% of users say Stories make them feel part of the community.
Want to make your Reels ads really stand out? Add audio.
Facebook reports that the click-through rate of vertical video ad slots with audio is 35% higher than silent video ads. You will also see an increase in conversion rates and return on investment in advertising spend. (Adding Reels to existing ad campaigns can also increase the click-through rate of all ad slots by 56%!)
In the first five days after its launch, Threads attracted over 100 million registered users. This broke the record set by ChatGPT(). Instagram itself took two and a half months to reach this number of users.
Although there were some audience losses after the summer blockbuster release, this is still an impressive number.
In July 2023, more than 54 million users downloaded the Instagram Threads app, accounting for 33.5% of all Threads users at that time.
Threads (operated by Meta) was very popular when it first launched, with 50.22 million visits in the first week. But as of October 2023, Threads attracts 10.56 million visitors per week.