After a year of great shifts in the social media landscape, Facebook may not be quite as dominant as in years past. But it’s still the most-used social platform worldwide – by far.
In this post, we reveal 42 need-to-know Facebook statistics, updated for 2023, to help your brand understand what’s happening with Facebook right now, as well as how you can take advantage of changing demographics and advertising moves.
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That’s a 1.3% year-over-year jump, or an increase of 39 million users.
Despite going through a tough year in 2022, Facebook remains the most used social platform worldwide. For marketers trying to reach almost every demographic, Facebook is a required component of a social marketing strategy.
Meta’s stock price had a bumpy ride in 2022, but Facebook’s brand value remains strong. (Brand value is a marketing term that represents the value of the brand itself – it is not the same as stock value.)
Facebook lands behind huge brands like Amazon, Google, and Walmart to land in 7th place for 2022 with a brand value of $101.2 billion. Apple holds the top spot with an estimated brand value of $355.08 billion USD.
Mark Zuckerberg has said that he expects that percentage to more than double by the end of 2023. That’s loads of potential for brands to get in front of new audiences organically. All the more reason to stay on top of the latest changes in the Facebook algorithm.
Since generational age ranges can vary, let’s specify here that Gen Z in this case is defined as users aged 18 to 25. Seven percent is hardly a mass exodus, but it does indicate changing user patterns that marketers should keep an eye on.
It’s always a good idea to learn about your specific audience’s behaviors through research and testing.
That’s the lowest of all the social platforms, and a sharp decrease from 30% in 2020. That matters, because users are more likely to click on ads – and especially to use social commerce features – on platforms they trust.
That comes in third behind YouTube’s 23.4 hours a month and TikTok’s 22.9 hours. It’s substantially more than Instagram’s 11.7 hours per month. This Facebook statistic is for Android users only but it’s still indicative of industry patterns.
While the global monthly usage Facebook stat above has the platform in third place, it actually comes in fifth for daily use time by American adults. For this stat, TikTok rules the roost with nearly 46 minutes of daily time spent.
But don’t let shifting usage patterns drive you to make major changes in your strategy without planning and testing. Yes, Facebook is losing time to TikTok, but it still represents more time spent than any other social platform, and will continue to do so through at least 2024.
Fortunately, Facebook allows businesses to add Facebook Messenger live chat to their websites to improve customer service and conversions.
This is a powerful feature, although it’s limited to only Facebook Messenger. A multi-platform live chat solution like Heyday can bring all customer communication from Facebook, Google Maps, email, WhatsApp, and more into one unified inbox for your team.
23. 54.9% of Facebook users follow or research brands and products on the platform
Only Instagram ranks higher for brand research, at 62.3%. Without a solid Facebook presence, you’ll miss out on these potential customers who are actively researching what to buy.
24. Facebook accounts for 71.64% of all web traffic referral from social media
The vast majority of clicks through to websites are coming from Facebook. For comparison, Twitter comes in second place at only 9.02%. If you want to use social to drive traffic to your blog or online store, Facebook is your best bet.
Facebook ad prices have been falling based on data challenges related to iOS updates and third-party cookies. While you may not always be able to target as precisely as in the past, there is ample opportunity to reach specific audiences with an interest in your brand, at lower rates.
27. For the five days between Thanksgiving and Cyber Monday, Facebook’s CPM dropped 37% y-o-y
Did your brand take advantage of this reduced cost? If not, it’s time to start planning your Facebook advertising strategy while costs are still low, because…
After reading those last two Facebook advertising statistics, you won’t be shocked to learn that the platform’s ad revenue dropped in 2022. But eMarketer predicts ad revenue will soon be on the upswing, rising to $71.32 billion in 2023 and then topping $75 billion the next year.
To save you the math, that means the audience is 43.6% female (since Facebook only offers male and female gender options). It’s easy to think of those as both being “around half,” but a nearly 13-point difference is significant. Here’s how it breaks down for each age group:
That’s not surprising given the stat above, even in the face of declining overall ad revenue in 2022. For more geographic context, note that Facebook’s ad revenue decreased by 4% in North America during this period, and decreased 12% in Europe.
Only 3.3%. But Reels ads have half the potential audience of Stories ads. Advertisers with a solid Reels advertising strategy can gain an advantage by getting in on this ad placement while it’s still a relative novelty.
37. 40% of Facebook advertisers use the Click-to-Messaging format
Facebook is focused on growing this format in response to iOS changes that make it harder to retarget users who click through to a brand’s website. By keeping customer interactions within the platform, brands can see who’s engaged with their ads and can follow up directly.
Retail pages see an average audience growth rate of 0.52% per month and post engagement rate of 1.37%. Want more benchmarks by industry? We’ve got a blog post for that.
Facebook video stats
41. Over 140 billion Reels get played every day across Facebook apps
That number, shared in October 2022, is an increase of more than 50% from May 2022. Reels are growing fast, and the time for a Facebook Reels strategy is now.
42. A new AI recommendations model led to a 15% increase in Reels watch time
That number is for Facebook alone, not including Instagram. Facebook is leaning hard into AI modeling, and this number makes it easy to see why.
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