70 Facebook Marketing Stats to Supercharge Your Business in 2022
6,690 days. That’s how long Facebook has been around for.
During these 18 years, Facebook has grown from a fun social platform to a powerful marketing platform.
After all, nearly 3 out of every 4 people in the United States are on Facebook.
To reach this massive audience, your business needs to have a robust presence on Facebook. This means finding and actively engaging with your target audience through your Facebook page, investing in paid advertisements to drive traffic to your website, creating and participating in Facebook groups and other related communities.
If you still haven’t started using Facebook to market your business (organically and via paid advertisements, both) or you’re not sure if Facebook is still relevant in the digital world, read on.
We’ve gathered 70 Facebook marketing statistics to show that Facebook is still a force to reckon with in 2022.
Let’s start with the basics.
- Facebook’s annual revenue increased by 2,203% over 10 years.
- Facebook is the 7th most valuable brand in the world.
While Apple, Amazon and Google take the top 3 positions, out of social media platforms, Facebook is by far the most valuable brand.
- 74.7% of Facebook users also frequent YouTube, 72.7% using WhatsApp, and 78.1% using Instagram.
While WhatsApp and Instagram are owned by Mark Zuckerberg and come under the umbrella of Meta (formerly Facebook), YouTube comes second in the social media users race with 2.29 billion users.
Now, how many people use Facebook.
Is Facebook still a giant in the digital world or has its popularity died down? Let’s find out.
- In April 2022, Facebook had 2.936 billion monthly active users.
That’s over 30% of the entire world population.
Even more shocking?
Facebook’s total users amount to almost the entire population of the United States of America.
- Roughly 37.0% of all the people on Earth use Facebook today.
- Facebook’s active user base is now larger than the total populations of China and India combined.
- 79% of monthly users are active daily, which shows that a huge percentage of the Facebook audience actively uses it.
- 69% of Americans use Facebook. If your target audience is based in the United States, you need to have a solid presence on Facebook.
- World’s most ‘active’ social media platform.
There’s a lot of debate over which social media platform reaps the best results for different businesses. If you’re just starting out with social media marketing and have no clue where your target audience hangs out, start with Facebook.
- 1.960 billion people use Facebook each day.
- Which country houses the most Facebook users? India. India has at least 339.8 million active Facebook users!
You know everyone and their grandpa is on Facebook. But what is the gender and age of users that are active on Facebook?
- 43.2% of Facebook’s global users are female.
- 56.8% of Facebook’s global users are male.
- The median age of Facebook’s advertising audience is 31 years old.
- Facebook is the favorite social platform of the 35-44 demographic.
Older millennials absolutely love Facebook and that’s probably because they were the early adopters of this social platform. If your business targets millennials, Facebook is where you need to be at. However, if you’re targeting younger consumers, you’ll need to look into TikTok and SnapChat.
- 75% of people who have graduated college are on Facebook.
- 74% of people who earn over $75k per year use Facebook.
- 50% of Facebook users are non-English speakers.
This shows that Facebook is not just a great social platform for businesses in English speaking countries but also for businesses who target consumers in other countries.
So, how often do Facebook users frequent Facebook? Do they engage with brand posts (like, share, and comment on posts) or just scroll aimlessly through their feed and leave?
As a brand, a social platform’s user engagement patterns can help you identify what kind of posts give the best ROI and how often you should post.
- Users spend an average of 19.6 hours a month on Facebook.
- Users spend 33 minutes a day on Facebook.
- 31% of Americans regularly get their news from Facebook.
This means that brands need to maintain an active presence on Facebook and share timely updates with their audience on their Facebook page or dedicated Facebook communities.
- 81.8% of users only use Facebook on a mobile device.
- 1.8 billion people use Facebook Groups every month.
Facebook groups are a powerful marketing tool that businesses can use to connect with their audience. With Facebook’s dismal organic post reach, many businesses are investing their time and energies into creating close-knit Facebook groups for their audience.
Let’s discuss user behavior on Facebook.
An average Facebook user,
- Liked a median of 11 Facebook posts in the previous 30 days.
- Left a median of 5 comments on Facebook posts in the previous 30 days.
- Re-shared a median of just 1 Facebook post in the previous 30 days.
- Clicked or tapped on a median of 12 Facebook ads (including sponsored posts) in the previous 30 days.
Facebook for business
You know more than ⅓ of the world is on Facebook and a huge percentage of them are active Facebook users.
How does Facebook benefit businesses?
- The average organic reach of a Facebook Page post is 5.2%
- Facebook removed 4,596,765 pieces of content in 2021 due to copyright, trademark, or counterfeit reports.
Facebook (or Meta) says that in the quest to make Facebook a safer place for users and consumers, they are striving to, “protect intellectual property (IP) and combat the sale and promotion of counterfeit products, which harms brands, honest sellers and consumers alike.”
Let’s talk about Facebook ads now. There are a number of factors that affect your ad cost. Some of them include,
- Timing: The day, time, season, and even the hour can affect your ad cost. There are certain days and seasons that can cause a huge spike in your ad costs.
- Ad placement: When creating an ad campaign, Facebook asks you if you’d like to go with automatic placements where Facebook chooses your ad placement, or you’d like to manually select your ad placements. The different placements can also have an effect on your ad cost and cause it to rise.
- Audience: The audience you choose while creating the ad campaign affects the ad cost too. If other brands and marketers are targeting the same audine, it causes the costs to go up.
However, investing in paid Facebook marketing campaigns is essential for driving targeted traffic to your website and boosting conversions.
Let’s look at some ad numbers.
- Cost-per-click is up 13% vs. 2020.
- Facebook US ads are expected to surge 15.5% year-over-year in 2022.
More and more marketers and businesses are investing in Facebook paid ads. One of the biggest reasons for it is the dwindling reach for organic posts.
- Marketers can reach a total potential audience of 2.141 billion users with ads on Facebook.
- In 2020, Facebook’s advertising revenue surpassed 84 billion U.S. dollars.
- In the third quarter of 2020, Facebook stated that 10 million active advertisers were using the social networking platform to promote their products and services, up from seven million advertisers in the first quarter of the previous year.
- Across all industries, the average click-through rate on Facebook ads is 0.90%.
- Average conversion rate on Facebook ads is 9.21%.
- The average cost-per-action is $18.68.
- Cost-per-like campaigns are the cheapest during Q1.
- Facebook Marketplace ads reach 562 million people.
What kind of brand posts show the best results on Facebook?
- In 2020, over 15 percent of brand posts on Facebook contained video, up from a mere 5.47 percent in 2014. In the present video-first world, all social platforms are encouraging creators to create video content.
- Links were the most popular types of brand posts on Facebook, accounting for over 44 percent of posts by brands.
How often should brands post on Facebook?
- In 2021, the average number of weekly brand posts on Facebook was 5.5 across all examined verticals.
- The leading media brands produced an average of 53.5 posts on their social network every week.
- People are 53% more likely to buy from a business using live chat.
“Facebook Shops is a mobile-first shopping experience where businesses can easily create an online store on Facebook and Instagram for free.”
Facebook Shops is a social commerce strategy. It allows businesses to feature their products on their Facebook page (through their Shop section). Consumers can engage with businesses, read details of the products, and checkout – all without leaving the app.
- Facebook Marketplace has 1 billion monthly active users.
- There are 250 million Facebook Shops worldwide.
Jane, a curated boutique marketplace, decided to increase store traffic and boost sales during the holiday season via Facebook ads.
By tagging products in their Newfeed posts, they made it easy for consumers to find details about products they liked, add products they liked to cart, and checkout. All this without leaving the app.
To further encourage users to click on Jane’s Facebook Shop, they added targeted CTA’s in the caption like “tap the image to shop”.
This entire holiday campaign (a mix of organic and paid posts) saw great results.
- 675,000 visits to Jane’s shop on Facebook
- $325,000 of gross merchandise value from Jane’s shop on Facebook
- 45% of sales on Facebook came from tagged content
- 12,800 orders from Jane’s shop on Facebook
- In 70% of tests, vertical ads have an incremental boost in brand lift and a 3 to 9 point increase in ad recall.
- In a survey amongst mobile shoppers in the US, 30% of them cited video as the best way to find out about new products.
- 85% of the Facebook videos are consumed without the audio – this means adding captions to your videos when you upload them on Facebook is essential.
- Afterall, tests conducted by Facebook found that adding captions to a video ad boosted view time by an average of 12%.
- Facebook users are 1.5x more likely to watch video on their mobile devices than on desktop. Optimizing your videos for mobile is critical for businesses investing in Facebook marketing.
- Live broadcasts now account for every 1 in 5 videos on Facebook.
- Facebook has found that 65% of users who view the first 3 seconds of a video will continue to watch it for at least 10 seconds. 45% of users will continue watching for 30 seconds.
- One Facebook video ads study found that 41% of videos were incomprehensible without sound.
- Facebook has found that 80% of users react negatively to videos that auto-play with sound.
Idus, South Korea’s largest ecommerce platform for handmade products, ran video ads optimized for mobile.
To reach new audiences and increase their app installs.
They created three different, square-format 15-second ads that focused on different parts of their core messaging.
When they compared results to their initial video ad that wasn’t mobile optimized with this new mobile-optimized ad, they saw,
- 1.26X higher app installs
- 1.64X higher purchase conversion rate
- 44% lower cost per view
As Bernard May writes, “Live chats, chatbots and related messaging tools have enhanced the online shopping experience by opening new (speedy) channels of communication between buyer and seller.”
Facebook Messenger can be a game changer for businesses looking to authentically connect with their audience.
Facebook Messenger is more than just a social chatting tool. It can help businesses,
- Acquire new customers.
- Connect on a deeper level with these customers. Answer their queries in real time, assuage their fears, remove buying barriers, and convince them to convert.
- Get data on potential audiences.
Businesses and marketers can even experiment with Facebook Messenger ads to connect with a wider audience base.
How do these ads work?
Facebook explains, “Facebook Messenger ads work like regular ads.
People will see these ads in the Chats tab in their Messenger app. When they tap on an ad, they’ll be sent to a detailed view within Messenger with a call-to-action that will take them to the destination you chose during ads creation – whether that’s your site, app or a conversation with your business on Messenger.”
- 1.3 billion people use Facebook Messenger monthly.
- People are engaging in 20 billion messages with businesses every month.
- According to Chatbots Magazine, eCommerce stores pairing an abandoned cart chatbot with Facebook Messenger have seen a 7-25% increase in revenue.
- A study conducted by Social Media Examiner found that interest amongst marketers in exploring Messenger bots fell to 39% in 2020, down from 70% two years earlier (Social Media Examiner)
- 59% of U.S. Facebook Messenger users access the app at least once per week.
- 69% people in the US say that being able to message a business helps them feel more confident about the brand. 66% people in the UK say that being able to message a business helps them feel more confident about the brand.
- After WhatsApp, WeChat and Facebook Messenger are the most popular messaging apps used in the world.
Shakey’s Pizza, a Filipino restaurant based in California, ran a Facebook carousel ad with interesting graphics. They optimized these creatives for Facebook Messenger ads.
When users clicked on the ad, they were directed to Messenger where they could ask their queries, choose what they wanted to eat, and place an order. If their queries became too complicated, they would be directed to a human customer agent on Messenger who would then answer them.
5.8x more Message conversations with this new Facebook ad!
Facebook ads best practices
- Instant Experience ads on Facebook load 15x faster than a mobile site outside of Facebook.
- Facebook recommends making the image size on single image ads to be 1200 x 628 pixels.
- Facebook recommends making the image size on carousel ads to be 1080 x 1080 pixels.
- 5 power words that get a higher response from your ads: You, Free, Because, Instantly, New.
- After analyzing 752,626 Facebook ads, AdEspresso found that the median length of the headline is 5 words.
- According to the same AdEspresso analysis, the average ad text contains 14 words.
- Facebook will usually reject an ad image that contains more than 20% text.
- The top 3 most commonly used call-to-action buttons on Facebook ads are Learn More, Shop Now, and Sign Up.
Is Facebook still relevant for marketers in 2022?
Despite an array of social media platforms popping up, Facebook still dominates the digital sphere with its 3 billion user base.
If you’re looking to build a strong presence on social media, start with Facebook and then work your way towards other platforms.
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