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Amol Ghemud Published: August 14, 2018
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Knowing about the latest Facebook ad stats indeed makes you an expert and gives a positive kickstart to your PPC results. PPC and Facebook resources provides a baseline for testing and a real eye-opener as you grasp the best practice.
Following the wrong Facebook ad stats for your campaign results, can be surprising in a bad way. You must beware, several factors impact results and usage too, such as the industry type or product offering. Your campaigns can produce different results due to this.
1. 80% of American internet users are on Facebook
According to a research in 2016, eight-in-ten online Americans (80%) use Facebook. If you consider counting the people who do not use the Internet, 70% of all U.S. adults are Facebook users.
In comparison to other social media platforms, it’s more than double the people using Twitter (24%), Pinterest (31%), Instagram (32%), or even LinkedIn (29%).
About 80% of people use Facebook actively as shown in the above image.
2. Over 70% of Facebook users visit the platform daily
According to another report, 76% of Facebook users claim, they visit the site daily, 55% visit it several times in a day, 22% visit once in a day.
The daily active user rate is higher than other social media sites: Instagram (51%), Twitter (42%), LinkedIn (18%), and Pinterest (25%).
3. Facebook is the most used social media platform
Facebook has remained the most used social media platform amongst all age groups with 65% of them using Facebook, reports claim.
Among 12-24-year-olds, it is overtaken by Snapchat (72%) with Instagram not far away (66%).
If you want to ensure that you reach the largest number of people, combine Facebook ads with Instagram and Twitter ads. Don’t forget about Snapchat and LinkedIn too.
4. Almost 30% of the world’s Population uses Facebook
Statista’s data show world over, about 38.6% of the online population and almost 30% of the total population uses Facebook.
5. Facebook is Google Play’s most downloaded app
Google Play celebrated its fifth birthday in March 2017, it listed its most downloaded of all time.
Two of the TOP 5 spots in the ‘most downloaded apps’ list belong to Facebook.
6. Facebook is the sixth-most-valuable company in the world
In reference to a list of the world’s TOP 2,000 company, Forbes compiled in May 2017- Facebook is the sixth most valuable publicly traded company in the world.
As of current stats, Facebook’s current market value is nearly $407 billion.
7. Users spend 50 minutes/day on Facebook’s platforms
During the first quarter of Facebook, in 2016 earnings, Mark Zuckerberg told:
“People around the world spend on average more than 50 minutes a day using Facebook, Instagram and Messenger…and that doesn’t count WhatsApp.
In July 2014, the stats declared American users spending 40 minutes per day on Facebook’s, as per TechCrunch.
If you desire reaching your target audience across all social platforms, test a combination of Facebook and Instagram ads.
8. 56% of adult users use more than one social media platform
Another research’s data shows 90% of people using Instagram, Twitter, LinkedIn or Pinterest, have a Facebook account they’re actively using too.
Amongst people who only use one social platform, about 88% indicate – Facebook is one site that they surely use
This implies that the audience you’re trying to engage on Instagram, Twitter, LinkedIn or Pinterest can be effectively reached with Facebook ads.
9. Facebook accounts for 62% of all social logins
According to Advertising Age, Facebook accounts for nearly 62% of social logins in 2015 tracked by a company that provides tools for brands and publishers to allow people log into their sites and apps using their Facebook, Google, Twitter, Yahoo or any other accounts.
Facebook is also followed by Google (24%), Twitter (7%), and Yahoo (4%).
Facebook and Google are preferences for login in nearly 100% of the websites. Twitter is preferable is about 72% of the sites and Yahoo by 35% of sites.
10. Facebook accounts for 80% of mobile social logins
A report by AdvertisingAge told that the lead of Facebook is much more visible when mobile logins are considered. Research has processed 58 million social logins across 700 brands and publisher sites in the 4th quarter 2015.
80% of mobile social logins were attributed to Facebook.
11. 75% Facebook users use it for professional purposes
Number of people use the traditionally “personal” social networks (Facebook, Twitter, etc.) for professional purposes, a report of 2017 claims.
75% of respondents use Facebook professionally, almost catching up with 78% of LinkedIn users – a network designed for professional usage.
This graph proves that brands an succeed using their B2B campaigns on Facebook.
12. There are 2.5 trillion posts on Facebook
A report from TechCrunch claims, Facebook’s been around since 2004 and the users have made over 2.5 trillion posts till date.
Now, you can simply use Facebook’s Promoted Posts to make your messages more visible.
13. Facebook users make 2 billion searches every month
If you’re wondering if anyone is using the Facebook’s Search box, some people definitely are.
According to TechCrunch reporting in 2016, the average of 2 billion monthly searches was made on Facebook’s platform.
14. Facebook users generate 4 million likes every minute
An astounding amount of content is produced on Facebook every minute. According to an infographic by Dealhack, Facebook users generate 4 million likes every minute.
In addition, every 60 seconds,
– Around 500 new users join Facebook
– Nearly 100,000 friend requests are sent
– More than 243,000 photos are uploaded on Facebook
– Close to 50,000 links are shared on Facebook
– About 3,3 million items are shared on Facebook
15. 42% millennials can’t last 5 hours without checking Facebook feed
According to a study in 2017 by eMarket, nearly 42% of millennial respondents claimed not have lasted five hours without checking their feeds.
16. Monthly, 2.5 billion comments are made on Facebook Pages
Data on Facebook shows that in 2015, people left 2.5 million comments on Facebook pages every month.
17. Facebook Reactions have been used 300 billion times
According to AdWeek, Facebook Reactions have been around for almost one and a half years. During its first year of availability, the Reactions were used by over 300 billion times.
The love reaction is the most used reaction on Facebook.
18. Facebook is preferred social network for 62% of marketers
The Social Media Marketing report 2017, reveals that when asked to select their most important platform, 62% of marketers prefer Facebook, followed by LinkedIn at 16%. Compared to 2016 results, the preference for Facebook increased from 55% to 62% in 2017.
Facebook proving to be the most beloved social media platform.
19. Facebook is the top ad channel for both B2C and B2B marketers
A similar report revealed Facebook is the number one choice for 72% of B2C marketers when it comes to social advertising channels.
However, for the first time in the history, Facebook has passed LinkedIn as the most important platform for B2B marketers, with 43 marketers naming it their top choice.
20. 94% of social marketers use Facebook’s platform
Facebook, Twitter, LinkedIn, and Instagram are the prefered four platforms used by social media marketers, with Facebook leading the pack – 94% of marketers use Facebook, according to the Social Media Marketing Report 2017.
21. 56M+ businesses have a Facebook Business Page
A report by Forbes claimed by the end of 2015, over 50 million businesses were using Facebook Business Pages. Now, the number has soared to 65M+ companies.
Facebook pages make it easier to reach and engage with large audiences, especially on mobile.
22. The most popular Facebook page has 497,066,390 likes
According to a research, the most followed Facebook page is ‘Facebook for Every Phone’, with 497,066,390 likes.
The second and third places are held by Facebook (188,000,726 likes) and football sensation Cristiano Ronaldo(121,273,970 likes)
23. 49% users like a Facebook page to support their favorite brands
According to Syncapse, 42% of the 2,000 respondents likely “to get a coupon or discount” as one reason they fan a brand on Facebook. The top reason is “to support the brand I like.”
If you want to get more likes to your page, you could try target the friends of your fans. People are more likely to like pages also liked by their friends.
24. 40% of Facebook users don’t like any branded pages
Kentico’s research revealed 2/5 Facebook users do not like any branded pages.
When asked how many brands they Like on Facebook, 39% said 1-10, 7% said 11-20, and 6% said 21-30. 40% of the people questioned don’t like any branded Facebook pages.
25. Marketers post to branded Facebook pages 8 times per day
Social Media Examiner surveyed social media marketers and found out that on average, they post on a branded Facebook page 8 times per day.
39% of marketers have increased their posting frequency on Facebook over the last year. 15% have decreased their posting frequency.
26. Branded Facebook page posts organically reach only 2% of your fans
As reported by AdWeek, in March 2015, the average Facebook page post reached 2.5% of the page’s fans. This means, 97% of your Facebook page’s fans may not see your post.
However, the situation is better for smaller brands. For pages having under 1,000 likes, the avg. organic post reach was between 14%-23%.
27. In 2016, publishers saw a 52% decline in organic reach on Facebook
From January 2016 through mid-July 2016, publishers of Facebook Pages experienced a 52% decline in organic reach.
This leads to fewer clicks, comments, and shares.
28. An increasing number of companies uses Promoted Posts
According to a study in 2015, brands have made an increase in their post promotion on Facebook by 80% from 2013 through to 2015.
The graph here just shows how the positive trend has been growing over time.
29. Nearly 5 million business use Facebook for advertising
In March 2016, three million companies all over the world used Facebook’s paid ads to reach the target audience, with more than 70% from outside U.S.
In April 2017, the number has soared to 5 million advertisers!
Majority of Facebook’s advertisers are small and medium sized businesses.
30. 93% of social marketers regularly use Facebook ads
According to a report recently, a massive 93% of social marketers use Facebook ads regularly and 64% plan to increase their Facebook ads activities.
31. Facebook users watch 8 billion videos per day
In November 2015, as per TechCrunch, Facebook climbed to 8 billion video views daily. Even at a mere 3 seconds per view, Facebook generates 760 years of watch time every single day.
32. 500 million people watch Facebook video every day
As per RecodeNet, more than around 500 million Facebook users indulge in watching Facebook videos every day.
33. 100 million hours of video are watched on Facebook every day
In May Facebook claimed, its users watch more than 100 million hours of video every day.
Videos are becoming even more popular as a medium. Therefore, it’s indeed a good idea to test Facebook video ads and A/B test them against any static image ads.
34. Facebook’s average video engagement rate is 6.3%
As per eMarketer, Facebook’s native videos have an average engagement rate of 6.3%, compared to 3.2% for YouTube videos and 0.2% for Instagram videos.
The above table measures the performance metrics of videos posted and an analysis is made thereof.
35. Most videos posted on Facebook are native to the platform
The eMarketer’s study revealed that many brands created video posts native to Facebook. About two-thirds (65%) of brand video posts on Facebook are Facebook native. Around 24% of video posts to the social network are links to YouTube.
36. Facebook video ads have the lowest CPC
A report by Kinetic Social in 2015, showed that video ads have the lowest eCPC, with an average eCPC of close to $0.18.
37. 85% of Facebook videos are consumed without sound
According to a survey of multiple publishers, about 85 percent of video views happen with the sound off
38. 47% of video campaigns’ value is delivered in first 3 seconds
Facebook analyzed how people reacted with Facebook video campaigns. The data showed that people who watched under three seconds of the video ad create up to 47 percent of the total campaign value.
39. Captioning Facebook videos increases the watch time by 12%
Facebook’s tests have shown that captioned video ads increased video view time by an average of 12%.
40. 80% of people don’t like mobile video ads playing sound automatically
A research showed that most people (80%) do not like when a Facebook news feed video starts playing automatically with the sound on.
41. Growth of social video ads is slowing down
As social video ad spending share saw a continuous increase between the 1st and 4th quarter of 2016, signs show that the growth will be slowing down, according to reports from eMarketer.
42. Facebook live videos are watched 3x longer while they’re live
In a media release of 2016, Facebook’s Product Manager wrote that users spend an average of more than 3 times watching a Facebook Live video in comparison to a video that’s no longer live.
43. Facebook’s paying $50+ million to influencers for (live) video use
According to WallStreetJournal, Facebook is indeed paying influencers, publishers, and celebrities $2.2M from the total pool of $50+ million to promote Facebook videos, and especially Facebook Live videos.
44. Instagram makes up 20% of Facebook’s mobile ad revenue
A report states – Instagram will make up 20% of Facebook’s U.S. mobile revenue in 2017.
If you’re already advertising on Facebook’s mobile platform, you could test including Instagram feed in your ad placements.
45. Only 42% of marketers feel like their Facebook efforts are working
A report by Social Media Examiner shows that while Facebook advertising stats show a growth trend, many marketers are still unsure whether their Facebook marketing efforts are paying off.
When asked whether their Facebook marketing strategy is effective, only 45% of B2C and 37% of B2B social marketers agreed.
46. Facebook’s worldwide ad revenue will increase by 35% YoY in 2017
According to a report in 2017 by eMarketer, Facebook is expected to bring in $36.29 billion in worldwide ad revenues this year. It is up by 35% from 2016.
Within the digital display category, Facebook is No. 1 by a wide margin.
47. Facebook’s advertising revenue keeps growing
According to CNBC, in THE 1st quarter of 2017, Facebook earned $7.86 billion in advertising revenue, up 51 percent from a year ago.
The main factors that have helped Facebook to grow its ad revenue:
Increasing ad load — the number of ads on the website
Steady user growth
Increase in the time spent on Facebook’s platform
48. Facebook’s growth is steady, but slowing down
According to predictions, the pace of growth for Facebook’s ad revenue will be markedly lower by 2018 than it was in 2016. eMarketer forecasts 26.5% growth in 2018—less than half the pace of 57.4% increase seen in 2016.
49. 84% of Facebook’s ad revenue comes from mobile ads
According to Facebook’s 2016 4th quarter, Earning’s report, mobile advertising accounts for 84% of its ad revenue.
If you’re not yet using Facebook’s mobile ads, it’s time to get started!
50. In 2017, mobile will account for 70% of digital media
According to a report on U.S. advertising in 2017, mobile will be the main driver of digital’s growth in 2017, accounting for 70% of digital and more than one-quarter of total media outlays.
51. Facebook’s average revenue per user is $4.73
According to Facebook’s Earning report in 2016, the average revenue per user is $4.73 worldwide. However, it’s a lot higher in the U.S. ($19.81) and also in the EU ($5.86).
52. The average click-through rate (CTR) for Facebook ads is 0.90%
The average Facebook ad CTR across all industries is 0.90%. Following is a list of the average click-through rates in specific industries, shared by Wordstream:
Apparel – 1.24%
Retail – 1.59%
B2B – 0.78%
Technology – 1.04%
Finance & Insurance – 0.56%
53. The average conversion rate for Facebook ads is 9.21%
A report by Wordstream revealed that the average conversion rate is highest in the fitness industry (14.29%) and education (13.58%). It’s the lowest in the technology (2.31%) sector.
54. The average CPC for Facebook ads is $0.35
When analyzing the 2016 4th quarter, Facebook ad stats, it was found that the average cost-per-click of Facebook ads is $0.35. In the U.S., the average CPC is $0.26.
55. The average CPC is higher for female audiences
On being compared by gender, the CPC tends to be higher when advertising to female audiences, according to research. In the 4th quarter of 2016, the average CPC for female audiences was $0.24 and $0.19 for male target groups.
56. It’s more expensive to advertise to older audience
A research also showed that it’s more expensive to be advertising to audiences aged between 45-65+ years, compared to people aged 18-44 years. It’s cheaper to advertise to younger audiences.
57. The average Facebook ads CPC is lower in summer months
According to a research by AdExpreso, Facebook ads CPC in 2016 was highest in October and November. The cheapest months for Facebook advertising in 2016 were June and July.
58. Right-hand column and Desktop ads have the highest CPC
In the 3rd quarter of 2016, the average cost-per-clicks across different Facebook ad placements were the following, as per a report:
Desktop news feed – $0.32
Mobile news feed – $0.19
Instagram – $0.60
Right-hand column – $0.32
Audience network – $0.06
59. The most expensive day to advertise on Facebook is Friday
According to AdEspresso’s analysis of Facebook ad costs, the cost-per-click of Facebook ads is highest on Fridays ($0.27), followed by Thursday ($0.25).
However, this is a general statistic and the CPC may vary depending on your industry, audience, offer, and many other factors.
60. The cheapest time of day to advertise on Facebook is evening
The cheapest time to advertise on Facebook is shockingly the most popular one – the evening commute. The research showed that the average CPC between 4p.m. and 8p.m. is around $0.23.
61. In one Facebook ad test, mobile outperformed desktop ads by 34%
A research ran a Facebook ads experiment where the Desktop ad placement (average CPA $4,625) had a 34% higher cost-per-acquisition compared to Mobile ads (average CPA $3,188).
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62. The CPC with Page Engagement campaign objective is $0.12
If your goal is to drive clicks at a low cost AdEspresso recommends that you use one of these campaign objectives:
Page engagement – avg. CPC $0.03
Post engagement – avg. CPC $0.04
Link Clicks – avg. CPC $0.12
63. The average cost per action (CPA) for Facebook ads is $18.68
The report by Wordstream does not mention what exactly they meant by cost per action, its sure they meant the cost per conversion or cost per acquisition.
As per the report, the average cost per action (CPA) for Facebook ads is $18.68. It’s around three times higher for the technology ($55.21) sector and a lot lower for education ($7.85).
64. The average cost per 1,000 ad impressions (CPM) is $7.1
AdEspresso analyzed plenty of Facebook ad campaigns and found out that the average cost per 1,000 ad impressions is $7.19, and $7.34 for ALL objectives.
65. The average cost-per-like for Page Like campaigns is $0.26
A research by AdEspresso showed that, for campaigns created with the Page Likes objective, the cost-per-like at an average was $0.26 in 2016. It was even lower with Mobile newsfeed ad placement ($0.10).
66. If you want more page likes, advertise on mobile
A research also showed that the average cost-per-like is the lowest for mobile Facebook ads. In 2016, the cost-per-like at an average for mobile placement was $0.10, compared to $0.23 for desktop and $0.21 for right-hand column.
67. The average cost per app install for Facebook ads is $1.70
According to an AdEspresso’s research, the cost per app install is highest in the UK, Germany, and the U.S. The average cost per app install for Facebook ads is around $1.70.
68. The average cost per app install is lowest in Audience Network
It’s best to advertise your mobile app in Facebook’s mobile newsfeed. A research shows that the cost per app install is lowest for the Audience Network ad placement ($0.62).
Cost per app install by placement
69. The average cost per app install is cheapest on Android devices
If you’re not sure which device users to target with your Facebook ads promoting a mobile app, test advertising to Android tablet and smartphone users.
It’s more expensive at times to get iPad and iPhone users to download your mobile app, AdEspresso found.
Android tablets have the lowest cost per app install.
70. About 69% of Facebook ads link to a landing page
AdEspresso’s Facebook research reveals that 69% of all Facebook ads link to a landing page. 20% of ads link to a Facebook page and 11% to the company’s home page.
71. Your CPC increases by 49.82% when ad frequency reaches 2 points
Ad frequency is an ad metric on Facebook showing how many times your target audience has seen your Facebook ads on average.
AdEspresso found that once your ad frequency reaches 2 people having seen your ad, the average CPC increases by 49.82% and the CTR decreases by 8.91%.
Higher ad frequency = Higher costs
72. 1% Lookalike Audience has a lower CPC than 10% Lookalike
AdEspresso ran a Facebook ads experiment. They tested 3 different Lookalike Audiences: 1% Lookalike, 5% Lookalike, and 10% Lookalike.
The 10% Lookalike Audience had a 70% higher cost-per-conversion than the 1% Lookalike Audience.
73. $5 Per Day on Facebook Ads Can Buy You 9 Page Likes
Buffer tested what advertisers can get for a $5/day ad spend on Facebook. They discovered that you could get 9 page likes at $0.57 per like.
74. A Facebook ad click taking to a B2B site costs $4.01
According to an experiment by Buffer, the average cost per landing page click to a B2B website costs $4.01. However, if you’re able to create highly relevant Facebook ads, this number could be a lot smaller.
75. Reaching 1,000 people with Facebook ads costs $6.35
In one of the experiment’s, Buffer’s team uncovered that reaching an additional 1,000 people with your Facebook ad campaigns will cost $6.00.
However, Buffer was targeting a B2B audience in a competitive industry. You can get results by low budgets.
76. $5 boosted post can help to reach 787 people
Another key takeaway from Buffer’s Facebook ad experiment is – boosting a Facebook page post for $5 helped them reach 787 people on average.
Buffer’s advertising costs were really high compared to the industry average.
77. 75% of your Facebook post’s engagement happens in the first 5 hours
As per Post Planner’s research, 75% of the engagement you get on your posts happen within the first 5 hours.
After that, engagement does die off.
78. 75% of Facebook post’s lifetime impressions happen in 150 minutes
A case study by Post Planner showed that 75% of impressions happen in the first 150 minutes after publishing your Facebook post.
This means once your Facebook post has been published for 2.5 hours, it may be a good time to boost it for further reach.
79. Your Facebook post’s reach depends on the size of your fanbase
According to Socialbakers, the organic reach of Facebook posts depends on the size of your Facebook fanbase. The fewer page likes you have, the more will they see your post in their newsfeed.
80. The best time to post on Facebook is between 12 p.m. and 3 p.m.
Buffer looked into the best times to be publishing on various social media platforms. They found out that you could potentially get the highest post engagement when posting between 12 p.m. and 3 p.m.
On the weekends, it’s between 12 p.m. and 1 p.m.
81. Most Facebook headlines are 5 words long
As per Facebook’s ad copywriting, most marketers prefer to use headlines that are 4-6 words long.
82. The average Facebook ad main copy is 14 words long
While analyzing numerous Facebook ads, AdEspresso discovered that the length for ad post text is a mere 14 words.
83. The average Facebook ad link description is 18 words long
The Facebook ad link description is longer than the main copy, averaging at 18 words, as reported by AdEspresso.
84. Using a CTA button can lift click-through rates by 2.85 times
A research shows that Facebook ads with a call-to-action button can potentially return 2.85 times better results.
85. The most popular Facebook ad call-to-action button is “Learn More”
As per AdEspresso, the the widely used Facebook ad CTAs are:
Learn More – 34.5% of all ads analyzed
Play Game – 30.7%
Sign Up – 22.6%
86. According to an experiment, “Download Now” is the best CTA
Another ad experiment run on Facebook was where they tested three different call to actions: “Download Now, ”Sign Up “,” and “Learn More.” The goal of their campaign was get people download an eBook.
The “Download” CTA outperformed the “Learn More” CTA by 50.6% and the “Sign Up” CTA by 40.4% regarding the cost per lead.
87. Facebook has 1.94 billion monthly active users
According to Statista’s experiment in 2017, Facebook has 1.9 billion monthly active users.
The MAU (monthly active users) metric is calculated by counting unique users that have visited a site/app during a period of 30-days
88. More than 820 million people are mobile-only users
A report by TechCrunch, at the end of 2015 claims Facebook had 827 million mobile-only users.
89. Nearly 80 million people use Facebook Lite
80 million people are using Facebook Lite globally – a simplified app that brings the essential Facebook experience to budget phones with 2G connections, as reported.
This means the potential to reach people is high even in the less-developed countries.
90. 1.7 billion people use WhatsApp and Messenger combined
During the 4th quarter in 2016 earnings report, Facebook revealed that appropriately 900 million people are using WhatsApp and 800 million people are using Messenger every month.
91. There are millions of fake Facebook accounts
According to CNET (2012), Facebook claimed 8.7 percent or 83.09 million of its user accounts were fake. However, there’s no updated number on this.
Facebook’s user base has almost doubled throughout 2012-2017, but it has also taken specific measures to fight the fake accounts.
92. Facebook adds 500,000 new users every day
Facebook ad stats from 2015 showed that every second, 6 new Facebook profiles were created.Hence almost every day, half a million Facebook accounts were created.
93. 75% of male and 83% of female Internet users are on Facebook
According to a report by Pew Research Centre in 2016, 75% of male and 83% of female Internet users are on Facebook. That’s a potential audience that you can reach.
77% of 14- to 17-year-olds report using the social media platform. Also, nearly 23% of teen girls used Tumblr and 33% of American teens use Twitter.
94. 71% of teenagers have a Facebook account
According to a survey in 2015 by Pew Research Center, 72% teenage boys and 70% teenage girls are Facebook users.
95. Half of all adult Facebook users have more than 200 friends
The average number of Facebook friends in 2013 was 338, and the median number of friends 200, Pew Research Centre claims.
If you can share content that’s relevant and interesting to your target audience, chances are they’ll give it a like or share, making your Facebook post appear in their friends’ newsfeeds.
96. The average Facebook user has 155 friends
The Telegraph reported that female users have more Facebook friends on average than men: 166 compared to 145.
97. The main reason for joining Facebook is engaging with friends
When asked why they’re using Facebook, 47% of the people named seeing photos and videos posted by the people in their network.
98. The most annoying thing about Facebook is…
When asked what they dislike most about Facebook in a survey, 57% respondents say – “People posting pictures of your children without permission.”
Other popular answers included “People posting things about you or pictures of you without your permission” (36%) and “People sharing too much information about themselves” (36%).
99. Half of non-Facebook users live with someone using it
As per ‘Pew Research Centre’, 50% of Internet users who do not use Facebook themselves live with someone who does, making it possible to reach a larger audience via their family members.
100. 83% of parents are Facebook friends with their children
Among Facebook users, 83% of parents say they’re “Facebook friends” with their teenagers while 17% of Twitter users follow their children on the platform, reports have shown.
101. 62% of U.S. adults get their news from social media
According to a report in 2016, two-thirds of Facebook’s user base read their news on the social platform, with 59% of Twitter users getting news on Twitter, and 70% of Reddit users doing the same with their platforms.
102. 88% percent of millennials get news from Facebook
According to an institute, Facebook as a news source is highly popular among millennials, with 88% of them reporting getting news from Facebook once in awhile.
103. Facebook as a news channel is becoming increasingly popular
According to Pew Research Centre, in 2013, only 47% of people reported Facebook as a news source The number had then increased to 66% by 2016.
104. Facebook Posts With Hashtags Get 60% More Interaction
When ‘hashtags’ are mentioned, people automatically think of Twitter or Instagram. It’s a feature that Facebook introduced recently, so people don’t expect to see them as much as they do when they’re on Twitter.
The same study from TrackMaven revealed that posts with hashtags see 60% more interaction on average.
To get the best out of hashtags on Facebook, you should use them strategically and link your posts to trending topics and relevant discussions.
105. Video Dominates Otherwise Low Organic Reach on Facebook
Social media analytics company Socialbakers analyzed over 670,000 posts by 4,445 brands and researched that native video content has the best organic reach of all types of content on Facebook.
It makes sense to pay Facebook to boost your content through advertising if you want to reach someone. This has a lot to do with the fact that Facebook, now a public company, has to show profits to its shareholders.
106. Youtube Has the Highest Engagement and Lowest Bounce Rate
When we mention engagement, there is a lot to understand. Shareaholic analyzed over 250 million unique visits coming from social media sites and it concluded that YouTube drives the best traffic.
The traffic coming from YouTube shows the highest engagement and lowest bounce rate.
107. Instagram has the Highest Conversion Rate from Browser to Shopper
Engagement is a fabulous metric. However, no level of engagement can beat the paying customer. At the end, business with no customers is not really a business.
And while Instagram is smaller than Facebook there are 2 more reasons why you should invest in your Instagram strategy.
The first one being the cross-posting feature. Once a user shares something in relation to your brand it can also reach all other networks of that user. The second: everyone understands pictures, no matter what language they speak.
108. Facebook Drives the Most Referrals
While data on Facebook reach isn’t encouraging, it turns out that the users are likelier to click on the links in your post on Facebook than any other platform.
According to a study by Shareaholic, Facebook is the top referral platform among all social media sites.
108. Instagram Has the Highest Percentage of Viral Content
When Facebook posts struggle to reach 6% of your own fans, Instagram is all about good news.
According to TrackMaven, Instagram has the highest percentage of content going viral. Not only it outperforms all other social networks, it stands out with 49% of photos and 60% of videos, thereby reaching 250+ interactions.
109. Your Top Promoters Have the Fewest Followers on Twitter
Focus on the super-users, is the advice.It so turns out, that it may not be most viable strategy after all.
A social monitoring app Mention analyzed over 1 billion brand mentions on Twitter and around 91% of those mentions came from users with less than 500 followers.
110. Content on LinkedIn Boast The Highest Level of Trust
It turns out that LinkedIn is great for B2B. But that’s not surprising. What’s surprising, is that the content published on LinkedIn can be quite effective.
According to a recent user study, LinkedIn users do not only value its content, they also actively seek it as source of industry news and professional advice.
As it speaks for itself, LinkedIn plays a big role in your social media and content marketing strategy.
111. Twitter Users Expect a Quick Response
Twitter is a great customer support channel. Among the companies using Twitter for customer service are the big brands like Nike, Amazon, etc.
It could also be a huge error, if you don’t pay enough attention to it. According to a Lithium study, 65% of Twitter users expect a response in less than 2 hours.
112. Seniors Are The Fastest-Growing Demographic on Facebook
About 50% of U.S. adults over 65 are now using Facebook, according to Statista. Also, 63% of U.S. adults over 50-65 are using it too.
This makes Seniors 5 times more likely to use Facebook than Twitter, where they represent just 12%.
Millennials age 18-24 represent the most users on SnapChat, Vine, and Tumblr. In general, the 25-34 age group has the most dominant presence on Facebook, Google+, Twitter, Instagram, and Pinterest.
However, LinkedIn stands out with 35-44 year-olds leading the way.
Conclusion
There are indeed plenty of factors to consider and look unto when deciding a cool strategy.
Let us know your opinions below and what you feel would be your favored approach to achieving your social media objectives.
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This statistic highlights Facebook's unparalleled scale, making it an indispensable channel for reaching nearly any U.S. demographic. Understanding this level of market saturation is crucial because it validates allocating significant ad spend to the platform, as your target audience is almost certainly present and active there. A data-driven approach begins with acknowledging where consumer attention is most concentrated.
For effective budget allocation, you must consider the following:
Audience Depth: With 70% of all U.S. adults on the platform, you can build highly specific audience segments without sacrificing potential reach, a luxury not always available on smaller platforms like LinkedIn or Pinterest.
Competitive Landscape: The high penetration means your competitors are also on Facebook. This necessitates a well-defined strategy to stand out, focusing on compelling creative and precise targeting to capture attention effectively.
Cost Efficiency: While competition can drive up costs, the platform's vast inventory and sophisticated auction system can still yield a high return on investment if campaigns are optimized correctly.
This data isn't just a number; it's the foundation for justifying Facebook's role as a primary pillar in your digital advertising mix. To see how this reach translates into specific campaign outcomes, exploring detailed case studies is the next logical step.
Facebook's massive market valuation directly fuels its advertising platform's continuous evolution and stability. This financial strength enables sustained investment in research and development, ensuring you have access to advanced tools, robust analytics, and reliable infrastructure that smaller competitors cannot match. This stability provides a predictable environment for long-term campaign planning.
This financial power translates into tangible benefits for advertisers:
Advanced Ad Technology: Billions are invested in machine learning and AI to improve ad delivery, audience targeting algorithms, and automated campaign optimization features.
Robust Infrastructure: A high valuation ensures the platform can handle immense traffic and data loads without performance degradation, offering reliable ad serving and reporting.
Comprehensive Analytics: They offer sophisticated measurement tools like Facebook Pixel and Conversion API, allowing for deep analysis of campaign effectiveness across the entire customer journey.
Advertising on a platform backed by such immense capital means you are less exposed to the volatility that can affect smaller social networks. Discovering how to harness these advanced features is key to maximizing your return.
The core difference lies in aligning the platform's engagement frequency with business goals. For a B2C fashion brand, Facebook's high daily visit rate of 76% is ideal for driving frequent purchases and building a community around lifestyle content. In contrast, a B2B tech company may find that while reach is high on Facebook, decision-makers are more receptive on platforms like LinkedIn, despite its lower daily usage of 18%.
Your platform evaluation should weigh these factors:
Audience Intent: B2C purchases are often impulse-driven, suiting Facebook’s high-frequency environment. B2B sales cycles are longer and based on trust, making LinkedIn's professional context more suitable for nurturing leads.
Content Format: A B2C brand can use daily stories and videos on Facebook. A B2B company might use Facebook for top-of-funnel awareness but focus on in-depth case studies for a targeted professional audience elsewhere.
Campaign Objective: If the goal is broad brand visibility, Facebook's daily usage is unmatched. If the goal is lead generation for a niche product, a more targeted platform is superior.
The key is to use Facebook for its unparalleled reach but to strategically layer in other platforms based on where your specific audience is most engaged. Understanding these nuances is the first step in building a truly effective multi-platform strategy.
This high degree of user overlap confirms that your audience does not live in a single-platform silo. The fact that 90% of users on platforms like Instagram and Twitter are also on Facebook provides concrete evidence that an integrated cross-channel strategy is essential for reinforcing your message and moving customers through the funnel. It allows you to create a cohesive brand story that follows the user across their digital journey.
Successful brands capitalize on this by:
Retargeting Audiences: They engage a user with a video ad on Instagram, then retarget those who watched a certain percentage of it with a direct response ad on Facebook.
Message Sequencing: A brand can introduce a new product on Twitter for initial buzz, follow up with deeper visual storytelling on Instagram, and finally use Facebook ads to drive conversions with targeted offers.
Maximizing Reach and Frequency: Running campaigns across platforms ensures you reach your target audience multiple times in different contexts, increasing brand recall without causing ad fatigue on a single channel.
Ignoring this overlap means you are likely missing opportunities to connect with potential customers at different touchpoints. A deeper look into structuring these integrated campaigns can reveal how to best allocate your budget for maximum impact.
To effectively reach younger audiences, you must adopt a platform-native approach instead of just duplicating content. A startup should use each platform for a distinct stage of the marketing funnel, leveraging their unique strengths to create a cohesive customer journey. The strategy is to capture attention on Snapchat and Instagram, then nurture and convert on Facebook.
Here is a four-step implementation plan:
Build Awareness on Snapchat and Instagram: Start with short, engaging video ads and interactive filters on Snapchat, where 72% of 12-24 year-olds are active. Simultaneously, use visually appealing Reels and Stories on Instagram to showcase your brand's personality.
Capture Interest with Interactive Content: Use polls and quizzes in Instagram Stories to drive engagement. On Snapchat, create lenses or filters that users can share, turning them into brand advocates.
Drive Consideration with Facebook Ads: Create custom audiences in Facebook Ads Manager based on users who engaged with your Instagram profile. Serve them more detailed content, like carousel ads showing product variety.
Convert with Retargeting: Finally, retarget users who visited your website from any of these platforms with direct-response ads on Facebook and Instagram, offering a clear call-to-action.
This phased approach ensures you are meeting young consumers where they are most active while using Facebook's powerful conversion tools to drive sales. Understanding how to manage audiences across these platforms is explored further in the full text.
Facebook's position as a top downloaded app on Google Play solidifies its role as a gatekeeper to mobile attention. This dominance implies that mobile, particularly in-app advertising, will continue to be the primary battleground for consumer engagement. For marketers, this means a mobile-first creative strategy is no longer optional but a fundamental requirement for success.
To adapt, you must prioritize creative that is designed for the mobile experience:
Vertical Video is Paramount: With most usage happening on phones, ads must be formatted for vertical screens (9:16 aspect ratio) to provide an immersive, full-screen experience without requiring users to rotate their devices.
Design for Sound-Off Viewing: Many users watch videos without sound. Your ads need to communicate their message effectively through text overlays, bold captions, and strong visual storytelling from the very first frame.
Optimize for Fast Consumption: Mobile users have short attention spans. Your brand and key message should appear within the first three seconds to capture interest immediately and prevent users from scrolling past.
The future of digital advertising is inextricably linked to the mobile screen, and Facebook's app ecosystem is at the center of it. Learning the specific creative techniques that perform best in this environment is critical for staying ahead.
Advertisers can overcome low ad recall by shifting from a continuous, low-intensity schedule to a more strategic, high-impact approach aligned with daily user habits. The knowledge that 76% of users log in daily, and over half visit multiple times, means you can optimize ad delivery for peak attention windows instead of spreading your budget thinly across the entire day. This ensures your message is seen when users are most engaged.
To solve this, implement the following scheduling tactics:
Dayparting: Analyze your campaign data to identify the specific times of day when your target audience is most active and conversions are highest. Schedule your ads to run primarily during these peak periods.
Frequency Capping: Since 55% of users visit several times a day, use frequency caps to control how many times a single user sees your ad within a short period. This prevents ad fatigue and ensures each impression is more impactful.
Ad Sequencing: For multi-visit users, use Facebook's ad sequencing tools to tell a story over multiple sessions in a single day, showing a series of related ads to build a narrative and guide them through the funnel.
By actively managing when and how often your ads are shown, you align your strategy with proven user behavior, making your campaigns more memorable and effective. The full article provides more context on how to interpret these engagement patterns.
Successful DTC brands leverage this 50-minute daily engagement window by creating multi-stage advertising funnels that guide users from awareness to conversion within Facebook's ecosystem. They understand that prolonged attention allows for more complex storytelling and relationship building. Instead of just pushing for a sale, they use this time to educate, entertain, and build trust with their audience.
Their funnels are typically structured in three stages:
Top of Funnel (Awareness): They capture attention with short, engaging video content that highlights a problem their product solves. The goal is not to sell but to stop the scroll and introduce the brand.
Middle of Funnel (Consideration): Audiences who engaged with the initial ads are then shown longer-form content. This includes customer testimonials or product demonstrations to build credibility.
Bottom of Funnel (Conversion): Finally, users who have shown strong interest are targeted with direct-response ads featuring clear calls-to-action, limited-time offers, or dynamic product ads.
By mapping their ad strategy to this extended daily usage, DTC brands create a journey that feels natural rather than intrusive. The article explores how to build these sophisticated funnels in more detail.
Prioritizing Facebook for social login offers the advantage of tapping into a massive user base and accessing rich profile data for personalization. The 62% market share suggests it provides the path of least resistance for a majority of users, potentially boosting sign-up rates. However, the trade-off is potential alienation of users who prefer not to link their social profiles or are more embedded in the Google ecosystem.
When making this decision, you should weigh these factors:
Conversion Rate vs. User Preference:Facebook Login often leads to higher initial conversion. Yet, offering Google Login (with its 24% share) is crucial for capturing users wary of Facebook's data privacy policies.
Data Richness vs. Data Utility:Facebook provides deep demographic and interest data. Google provides more functional data like contact information, which can be just as valuable for CRM purposes without being as intrusive.
Platform Dependence: Relying solely on Facebook creates a dependency on its API. Diversifying with Google provides a more resilient authentication system.
The optimal strategy is often to offer both options to maximize user choice and capture the largest possible audience, despite the higher initial development cost. Deeper insights into user login behavior can further inform this critical choice.
This high market saturation suggests that Facebook's user growth in the U.S. has likely plateaued, shifting the company's focus from user acquisition to increasing engagement and revenue per user. For advertisers, this implies a more mature and competitive marketplace where simply reaching users is no longer enough. You can expect increased competition for ad inventory, leading to potentially higher costs (CPCs and CPMs).
To thrive in this environment, advertisers must adjust their strategies:
Focus on Retention and LTV: With new user acquisition becoming more expensive, the focus must shift to maximizing the lifetime value of existing customers through retargeting and loyalty-focused campaigns.
Prioritize High-Quality Creative: In a crowded feed, generic ads will be ignored. Success will depend on producing highly engaging, relevant, and value-driven creative that resonates deeply with niche audiences.
Leverage Deeper Platform Features: To gain an edge, you must master advanced features like Conversion API, detailed audience segmentation, and automated bidding strategies to out-optimize competitors.
The era of easy, cheap reach on Facebook is over. The future belongs to advertisers who can combine data-driven precision with compelling creative, a topic explored further in the complete analysis.
Successful marketers solve the 'silo' problem by creating a cohesive, cross-platform narrative that leverages each channel's unique strengths. They recognize that the 56% of users on multiple platforms are not different people but the same person in different contexts. This insight allows them to design a customer journey that feels continuous and intelligent, reinforcing brand messaging at every touchpoint.
To break down these silos, you should implement an integrated strategy:
Centralize Audience Data: Use tools like Facebook's pixel to track user interactions across platforms. This allows you to build a single view of the customer and create unified audiences for retargeting.
Assign Roles to Each Platform: Use platforms like Pinterest for discovery, Instagram for visual storytelling, and Facebook for driving final conversions. The content on each should complement the others.
Maintain Consistent Branding: While the content format should be native to each platform, the core brand voice, visual identity, and messaging must remain consistent to build strong brand recall.
By treating your social channels as an interconnected ecosystem, you create a more powerful and efficient marketing engine. Explore the full article for more examples of how top brands execute this unified approach.
Global brands expertly leverage Facebook's nearly 30% global penetration by pairing its massive scale with deep localization. They avoid a one-size-fits-all approach and instead use the platform's powerful targeting tools to deploy campaigns that resonate with local cultures, languages, and consumer behaviors. Their success comes from thinking globally but acting locally.
Here is how they execute this strategy:
Language and Creative Localization: A global streaming service promotes its shows using trailers and ad copy translated into local languages, often featuring regional celebrities or cultural references to increase relevance.
Region-Specific Targeting: A beverage company runs campaigns centered around local holidays or events using Facebook's location and interest targeting to reach relevant audiences with culturally specific messaging.
Lookalike Audiences for Market Expansion: When entering a new country, brands can upload a list of their best customers from an existing market and use Facebook's Lookalike Audience feature to find similar users in the new region.
These examples prove that Facebook's value is not just its size, but its ability to segment that massive audience with precision. The complete guide offers further insights into building these effective global advertising strategies.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
Growth Strategy and Planning
It’s cheaper to advertise to younger audiences.
