Here’s the most impressive Facebook Statistic: 2.23 billion people log into the platform every month. It’s a safe bet that your customers use Facebook, just like your competitors. But the going gets tough when it comes to keeping up with the latest trends, not to mention algorithm changes. So make sure your Facebook strategy is as effective as possible. These Facebook statistics of 2020 inform you about the current and future situation.
General statistics on Facebook
Facebook remains the world’s largest social media platform, but given recent scandals, the giant has made a few changes of course. As the company re-emphasizes meaningful interactions between users, what do the numbers show?
1. Facebook just downgraded to the third most visited website in the world
According to Alexa and SimilarWeb, YouTube has just stolen second place from Facebook in the ranking of the world’s most popular websites (after Google, of course.) That said, a decline in Facebook website traffic isn’t all that surprising, given the general propensity for mobility, and mobile apps in particular. Facebook nevertheless remains the most popular search term in the world.
2. Facebook Messenger is the most downloaded mobile application
Facebook Messenger is the most downloaded mobile application & Facebook’s main app is second in the rankings. The dominance of mobile forces marketers to favour mobile content.
3. Facebook revenue per user has doubled in 3 years
Facebook’s focus on meaningful reporting drives users to engage more, which in turn promotes the monetization of the platform. What does that give in dollars? Facebook generated $ 13.2 billion in revenue in the first quarter of 2018, a 42% year-over-year increase.
4. Facebook deleted 583 million fake accounts in the first three months of 2018
Responsibility is one of the platform’s priorities. Marketers need to be aware of the new transparency standards, including the fact that all ads served on a page are now easily visible to users. Eliminating scams, spam, and fakes allow more room for genuine and relevant brands.
5. 68% of Americans use Facebook
Facebook is a platform that makes it possible to reach the widest audience. For comparison, 35% of Americans use Instagram, 29% Pinterest, and 24% Twitter. Global penetration, for its part, is 22.9%, and it continues to grow.
6. Only Half of American Teens Use Facebook
This is a notable drop from the situation three years earlier, where the rate of Facebook uses among American teens was 71%, according to the previous Pew Research Center survey. The three most popular platforms for teens today are YouTube, Instagram and Snapchat Note that teens from low-income households are more likely to use Facebook than the better-off. And only 7% of Facebook users worldwide are between 13 and 17 years old.
7. 35 % of Facebook’s advertising audience is under 25
Don’t believe the rumours that Facebook isn’t cool. While it’s hard to judge directly, the numbers show that Facebook retains some popularity with young adults. Indeed, 25 to 34-year-olds represent a good 30% of its advertising audience.
8. The number of US Facebook users aged 65 and over has doubled to 41%
In 2012, only 20% of Americans in this age group used Facebook.
9. Almost 10% of Facebook users are American
With an advertising audience of 210 million users, America ranks second after India (270 million). Brazil, Indonesia and Mexico round out the top 5. The world is big, so take advantage of it.
10. 1.1 billion Facebook users speak English
And there are no less than 100 languages for the other billion.
The second most popular language on Facebook is Spanish (310 million), followed by Indonesian (170 million), Arabic and Portuguese (150 million each).
11. 66% of monthly users use Facebook every day
1.47 billion people connect every day around the world. In the United States, they are almost 74%, namely that a little more than half of them connect there several times a day. Such frequencies demonstrate the importance of posting regularly as part of your Facebook marketing strategy.
12. Americans spend 58 minutes a day on Facebook
This is what SimilarWeb asserts, which measured the time of use of applications among owners of Android devices in the United States. (Data that seems relevant given that Android concentrates nearly 77% of mobile devices on the planet, against 18.9% for Apple.) In the second place, we find Instagram with 53 minutes of use. These numbers appear to be on the rise, with Facebook reporting in 2016 a cumulative average usage of 50 minutes per day for Instagram, Messenger and Facebook.
13. A visit to Facebook lasts between 10 and 12 minutes
According to the Alexa and SimilarWeb Global Website Rankings, users login in relatively short periods of time. So you only have a few seconds to grab their attention. The advantage is that the multiplication of visits increases the advertising space at the level of the news feed.
14. 88% of Facebook users access it via a mobile device
And 95% of visits are made from smartphones or tablets. For their part, laptops and desktops account for only 31.8% of visits. Optimizing your content for mobiles is therefore essential.
15. 200 million people are members of significant Facebook groups
That number has doubled in the past year, supporting Facebook’s five-year goal of 1 billion meaningful group members. (Facebook already has 1 billion group members; “meaningful” groups refer to communities that play a key role in the user experience.) Now that Facebook’s algorithm prioritizes meaningful interactions between friends, relatives, and communities (over brands, for example), groups provide an opportunity to bring together like-minded people. Check out our guide to using Facebook groups for business and learn how to leverage Facebook priorities.
16. 43% of Americans follow news on Facebook
This makes Facebook the number one social media platform for news, followed by YouTube, second at 21% However, 57% of Americans who inquire about social media believe the news is largely inaccurate. Even among those who prefer to stay informed on social media, 42% again find the news to be largely inaccurate. Whether you are a publishing or content marketing company, consider your reputation as a benchmark in your field. Building the trust of your audience on this platform will help you stand out from the competition.
17. Facebook has 80 million pages of small and medium businesses
This is an increase of 23% from last year. Of these companies, 6 million advertise on Facebook
18. 78% of American consumers have found products to buy on Facebook
The importance of Facebook as a search platform on which people can browse, search and be inspired exceeds that of Instagram and Pinterest, which have each helped 59% of American consumers find what they are looking for
19. Facebook is the benchmark platform for B2B and B2C companies
98% of B2C companies surveyed for Hootsuite’s 2018 Global Barometer report say they use Facebook, compared to 89% of B2B companies. (Mixed-public companies report a rate of 97%.) In comparison with a business-oriented platform, LinkedIn usage rates are 46% for B2C and 86% for B2B. Since the distinction between business and personal use is more subtle on Facebook than on other channels, the platform lends itself perfectly to both audiences. As proof, 54% of B2B marketers cite Facebook as their main platform (43% more than last year). This resulted in a decrease in the popularity of LinkedIn, from 37 to 28%.
20. 30% of marketers believe that Facebook offers the best ROI of digital advertising campaigns
While Google Search took the top of the overall ranking, with 48% of the votes, Facebook literally crushed other social media platforms. Instagram and YouTube got 4% of the vote, and Twitter 2%. If you want to learn how to take stock, choose the best metrics, and get some useful information that proves the value of your work, check out our ROI guide on social media .
21. Likes vary 0.15% per month on average on Facebook pages
With the temptation to associate more likes with a larger audience and increased reach, Facebook’s dominance in the social media market raises a new issue: saturation. Whether you have a million or a hundred subscribers, don’t expect huge fluctuations here (unless your page is brand new, in which case we invite you to check out our tips for optimizing your business Facebook page ).
22. Only 31% of businesses use Facebook Messenger
Speaking of saturation, how about avoiding it? Facebook has actively developed its business ecosystem around messaging applications like Messenger and WhatsApp. You can easily reach your audience through the jungle of the news feed. Messenger is 1.3 billion users and 8 billion messages between businesses and individuals each month. Not to mention its 300,000 chatbots. It’s high time you considered using bots on Facebook Messenger.
23. The average engagement rate for publications is 3.91%
Getting reactions and likes is great, but according to Facebook’s algorithm, shares and comments are even better. Engagement is indeed the best way to increase your reach. Be aware that posts that elicit more interactions are less expensive to promote, so keep this in mind when evaluating the performance of your posts.
24. The average organic reach of a Facebook post is 6.4% of the page likes.
Organic reach on Facebook has been declining since 2014. While there are non-paid ways to increase a post’s reach, the other possibility is to promote the content through paid ads. The global reach, that is to say, combined organic and paid, stands at 8.1%.
25. The average price per advertisement increased by 17% in Q2 2018
According to Forrester, the increase in advertising prices cannot last indefinitely. Facebook also reported a decline in revenues from early 2017. Although this figure may chill investors, it can serve as a barometer for marketers to forecast their advertising spending on social networks.
26. At the same time, the number of ad impressions increased by 21%
This increase is mainly attributable to advertisements served on Instagram and Facebook news feeds. As organic reach shrinks and ad rates continue to rise, you increasingly need to make sure your ads are relevant and eye-catching to your audience. Our guide to optimizing Facebook ad spend will help you test, measure, and execute effective ad campaigns.
27. 24.2% of Facebook pages use paid media
Paid ads have some strengths that organic posts lack, including the ability to precisely target audiences to entice undecided consumers to buy or identify quality leads. The number of pages using paid advertising is increasing, which however translates into increased competition for advertising space, especially at the news feed level.
28. Facebook users click an average of 8 ads per month
This number jumps to 10 for women and drops to 7 for men. However, this is an overall decrease from the start of 2018, when Facebook reported a median of 10 ad clicks per month per user. That being said, this doesn’t have to be bad news, as ad effectiveness doesn’t always depend on a click.
29. E-commerce has seen its click-through rates triple in the past two years
The silver lining is that Facebook users looking to buy are clicking on ads more and more. Advertising engagement relating to e-commerce has thus fallen from 1% to 3%.
30. Facebook Mobile Advertising Revenue Grows 50% YoY in June 2018
Marketers are focusing their ad spend on mobile, which is a smart move, as nearly all users access Facebook on their mobile devices.
31. 71% of Internet users watch more videos online
And this just for the past year. Note that 60% plan to increase their social media video viewing rate next year. Video has been touted as the primary mode of online consumption for years now, and despite this, it continues to grow.
32. Facebook accounts for 24.5% of digital video advertising spending in 2018
Facebook (including Instagram) is expected to control nearly 87% of U.S. social media ad spend in 2018. A figure equivalent to a quarter of all video ad spends in the United States. In a crowded market where video advertising is exploding, Facebook remains the channel of choice for advertisers (video now accounts for 25% of all digital ad spend).
33. Marketers spend 20 times more on TV ads reaching roughly twice as many people as their Facebook videos
Facebook videos are extremely effective compared to traditional channels. The average cost per person reached on Facebook is significantly lower than that of television in particular.
34. On Facebook, mobile-optimized videos boost brand awareness by 67%
This is as opposed to recycled TV commercials, which only provide a 40% increase. What is more, the association of speech with the brand doubles to reach 41%? It is important to create video content, especially for mobiles. Marketers need to tailor ad length, grab attention from the first few seconds, and prioritize full-screen vertical displays. Here are the guidelines for the latest video specs on Facebook.
35. 30% of mobile shoppers say the video is the best way to discover new products
A trend 1.35 times more marked among members of Generation Y than among baby boomers. Video can and will help fuel your sales funnel.
36. Facebook users watch ads 5 times longer when they consume video deliberately
People have different viewing habits depending on their intentions, which is why a six-second ad isn’t always your best bet. For example, Facebook Watch users are more accepting of longer ads than those who just browse their News Feed.
37. 18-24-year-olds are 75% more attentive to Facebook video ads than those 65 and over
Considering the attention levels today, we recommend that you tailor the length of your video ads according to the target audience. This may therefore imply that the performance of an ad is not necessarily a function of the duration of display and the completion rate. Taking the demographics of the public into account is essential.
38. People spend five times longer on a video than on a static post
Studies of Facebook user behaviour show that video inherently generates more interest from audiences.
39. The average engagement rate for video posts on Facebook is 6.01%
This is 2% more than the average for all posts; video is therefore becoming more and more important. It’s also more than photo posts (4.81%), link posts (3.36%), and status posts (2.21%), which are declining in popularity.
40. 150 million people use Facebook Stories
The ephemeral content feature is relatively new to Facebook, but the company is developing and opening it up for advertising. With a much higher percentage of people using Instagram Stories (400 million out of 1 billion monthly active users), this is a familiar channel that is not yet saturated and offers countless growth prospects. Remember that a third of the most-viewed Instagram Stories come from businesses. Facebook Stories may well prove to be equally fruitful for marketers.
41. Facebook Live Stream Viewing Time Quadruple in One Year
Here’s another channel Facebook is currently favouring, which means early adopters can get special treatment. Since live videos typically get 6 times more interactions than regular videos, they rank higher in the News Feed. Integrating live Facebook videos into its marketing strategy is on the rise: one in five Facebook videos is broadcast live.
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