39 Facebook Stats That Matter to Marketers in 2022
This Facebook statistics list has all the data you need to craft strategy, reports, presentations, and more, including top demographics.
Facebook is the OG social media platform and the largest one by nearly every metric. Love it or hate it, the social giant — and soon-to-be harbinger of the metaverse — is a must-have social media channel for marketers.
In this post, we cover 39 current Facebook statistics, freshly updated for 2022. They will help you keep up with how people are using the platform and make data-informed decisions about your social media strategy.
Apple holds the top spot with an estimated brand value of $263.4 billion USD. Facebook follows huge brands like Amazon, Google, and Walmart to land in 7th place for 2021 with a brand value of $81.5 billion.
In October 2021, Facebook announced it was rebranding to Meta, which is now the parent company of Facebook, Instagram, WhatsApp, and more. In Mark Zuckerberg’s words, the rebrand is to allow the company to become “metaverse-first, not Facebook-first.”
The US population reached 332 million people in 2022, meaning 54% of all Americans have a Facebook account (including actual infants). Infants aside, 69% of Americans over 18 are on Facebook, including 77% of people ages 30-49.
Despite other countries having a higher total user count, Canada ranks among the highest in reach with 79% of people over age 15 — 27,242,400 people — using the social network. Comparatively, India’s 329 million users account for only 49.6% of the total Indian population of 662 million people who are 15 or older.
On their own, reach percentages aren’t indicative of when Facebook marketing is “worth it.” It’s always important to be aware of the most popular social platforms among your audience and ensure you’re on them.
That comes in second only to YouTube’s 23.7 hours a month and substantially more than Instagram’s 11.2 hours per month. This Facebook statistic is for Android users only but it’s still indicative of industry patterns.
Almost 20 hours a month equals one week a month at a part-time job. So, if your content isn’t getting results, it’s not for lack of attention. Change it up. Try something new. Invest in audience research. Then, use what you learn to create what your people really want to see.
To social media managers, that’s nothin’, right? Well, to the normies out there, it’s a lot. Time per day has declined since 2017 as more competitors emerged, though importantly, people are still spending the most time on Facebook.
The most users + the most time spent = still the most opportunity for marketers.
Download the complete Digital 2022 report—which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.
But as marketers? Hot dang! Facebook isn’t just an app anymore, it’s a seamless part of our lives. People expect to hear about important events on Facebook and the latest news from their favorite brands. (And which neighbor left their garbage cans out on the curb for an extra day, too.)
Globally, 57% of social media users say they’ve learned more about life from social media than being at university.
While information accuracy on social media continues to be a challenge for all platforms, users report wanting to engage with learning opportunities more on social media than in traditional school environments. This is a great opportunity for brands to highlight educational content in creative ways.
Most users — 98.5% — use Facebook on their mobile device, but 81.8% of people strictly access the platform via mobile. Comparatively, only 56.8% of all Internet traffic is from mobile devices.
This is likely driven by user growth in mobile-first regions, such as Asia and parts of the developing world. It underlines the importance of designing your content and ads with a mobile-first strategy.
While popular before 2020, the COVID-19 pandemic drew more people into Groups. Both as a way to connect with others during social distancing measures — especially for women who more often bear the weight of caregiving responsibilities — and for medical professionals to collaborate and educate others.
Facebook is investing in new Groups features in 2022, such as sub-groups within a Group, member awards, and live chat events.
Facebook allows businesses to add Facebook Messenger live chat to their websites to improve customer service and conversions.
Though a powerful feature, it’s limited to only Facebook Messenger. Expand your capabilities by using a multi-platform live chat solution, like Heyday, which can bring all customer communication from Facebook, Google Maps, email, WhatsApp, and more into one unified inbox for your team.
Imagine writing your social content in one language and being able to confidently rely on Facebook to accurately translate it to a global audience. It’s a closer reality than you think, with Meta announcing the AI-driven project in February 2022.
With 50% of people having a native language not in the 10 most common, increasing your communication capabilities is always a smart move.
That’s a 23.6% increase compared to 2020. Reports of intellectual property violations have steadily risen since 2019, though Facebook continues to develop detection and enforcement tools to keep it at bay.
The average Facebook ads cost-per-click was 0.38 USD in 2020, lower than previous years largely due to the effects of the coronavirus pandemic — but it rallied back in 2021 with an average CPC of 0.43 USD.
In general, Facebook ad costs tend to be lower in the first quarter of each year and reach a peak approaching the last quarter and holiday shopping season, as seen with September 2021’s average CPC of 0.50 USD.
eMarketer predicts US ad revenue will top $58.1 billion in 2022, which would be a 15.5% increase from 2021. 2020 had an unusually high growth rate due to the surge in e-commerce demand as a result of pandemic lockdowns affecting in-person sales.
People love the Stories format and they make effective ads because of that. 58% of consumers say they’ve visited a brand’s website from a Story ad and 31% have browsed a Facebook Shop.
Give the people what they want. If you’re not already investing in Stories ads, hop to it.
Facebook shopping stats
33. Facebook Marketplace has 1 billion monthly active users
Launched in 2016, Facebook Marketplace has quickly replaced old standards of local buy-and-sell, like Craigslist and even location-specific Facebook Groups. Marketplace achieved 1 billion monthly users in early 2021, just over four years after launch.
Facebook’s newest e-commerce feature, Shops, launched in 2020. It allows small businesses to feature product catalogs on their Facebook and Instagram profiles, and for followers to purchase in-app. It also allows brands to easily create ads from their products to attract new customers.
One million users regularly buy from Facebook Shops every month. Brands are seeing huge results, including some seeing 66% higher order values via Shops than from their websites.
Facebook is actively rolling out support for Shops in Facebook Groups as well as Live Shopping and product recommendations. Big things are coming for Facebook social commerce in 2022.
Unlike other listing sites, like eBay, Facebook Marketplace allows businesses (and consumers) to list items for free, including vehicles, rental properties, and more. Boosted listings can reach a potential audience of 9.1% of the world’s population over age 13.
NFTs. Crypto. Virtual assets selling out immediately, like a $4,000 Gucci bag or a virtual home selling for $512,000. (Are we all gonna get priced out of the virtual housing market, too? C’mon!)
Economic dystopia aside, NFTs are, well… kinda hot. And smart? Many in the younger generation are treating digital content like traditional investments. Musician 3LAU has even promised NFT-owners future royalties.
If you own one of my NFTs today,
You’ll get to own rights in my music,
Which also means you’re entitled to cashflows from that music…
Not all marketers should jump on the NFT bandwagon, but consider the impact of the rise in their popularity for your brand. Facebook has strict policies on who gets to sell digital assets on their platform, but expect that to loosen in future years as the metaverse expands.
The company announced the formerly U.S.-only Reels feature is available in 150 countries as of February 2022. Brought over from sister network Instagram, the format of Facebook Reels is largely unchanged but has exciting new creator tools.
To attract creators to Facebook Reels, a bonus program is in effect offering up to $35,000 per month to creators depending on their view counts. Facebook’s version of Reels also features ad revenue sharing and the ability for followers to “tip” creators in-app.
It’s easy to think TikTok would be in the top spot for short videos, but YouTube claims that with 77.9% of Americans over 16 using the platform to watch short videos. Perhaps surprisingly, Facebook comes in second with 60.8% of the user share. TikTok trails in third with 53.9%.
The definition of short-form video is under 10 minutes, although many Facebook videos are much shorter, including the traditional Reel-style which range from 15 to 60 seconds.
Predictably, YouTube is the preferred platform for live video chosen by 52% of users. Like with short videos, Facebook is a close second with 42.6% of users.
Interestingly, Facebook becomes the first place choice for live video for ages 25-44.
If you’re not already, ensure your livestreaming software allows you to stream to multiple platforms simultaneously to capture the most viewers.
Manage your Facebook presence alongside your other social media channels using Hootsuite. From a single dashboard, you can schedule posts, share video, engage your audience and measure the impact of your efforts. Try it free today.