Facebook may no longer be at the top of your list of networks for influencer marketing, but it remains the most used social platform in the world in 2023. With 2.93 billion monthly active users, Facebook is also the seventh most valuable brand in the world and the third most visited website. That's why we've compiled key statistics for all marketers and influencers so you know how to take advantage of Facebook's changing demographics and promotional efforts for your next Influencer Marketing campaign.
Despite challenges in recent years – including users’ privacy concerns and insufficient data protection – Facebook remains the social media network with the most users.
Here's a breakdown of the key global Facebook stats about its users:
A staggering 38% of the world’s population uses Facebook on a monthly basis, and 68% of Facebook's monthly users are active daily. That's 25% of people worldwide checking the social media platform every day!
In terms of the number of website visits, Facebook.com ranks third worldwide, behind Google and YouTube. This only takes into account web usage and not app usage. When it comes to apps, Facebook is the second most used app worldwide in terms of total usage time, trailing only YouTube.
In 2020, likely thanks to COVID and lowering tech prices, user growth was at 8%. It's now at 2% for the second year running, showing a downward trend that's unlikely to rebound. But that's hardly a reason for despair, considering that 2% of 3 billion is still north of 60 million new users - equivalent to the population of Italy.
In the UK, Facebook anecdotally feels like the network of choice for older age groups, with younger people preferring TikTok, YouTube, and Instagram. In reality, young people make up the majority of the user base.
Here are the Facebook stats for its global users age groups:
The UK data mirrors this. 25% of UK users are in the 25-34 age group, and the majority are younger than 44.
Approximately 55% of the global user base is male, and the largest single demographic is males between 25 and 34, who make up 18% of the global users.
According to Statista, the location of the Facebook user base is:
The UK is the country in the world with the 13th most users, with 37.45 million people using the social media platform. That's 56% of the UK population.
Companies need to understand who is on the platform to direct their Facebook marketing strategies. But many key questions remain unanswered: How are people using the platform? Which format - Reels, Stories, or posts - is most effective? What's the best time to post? What is the average engagement rate?
According to Forbes, Facebook has a brand value of $70 billion, the fifth biggest worldwide. Parent company Meta's share price is also high, having risen steadily in 2024 to sit at $500.
But can Facebook offer brands the same growth through influencer marketing? Let's explore some Facebook stats for marketers.
The number of users creeps up, but the length of time they spend on the platform falls--only just. According to the source, eMarketer, people in the US spend 1.2% less time on Facebook and TikTok daily in 2024 than in 2023. The most significant growth in 2024 was 11% on Reddit. Instagram also saw a growth in users but at only 1.2%.
Despite the decline in watchtime, TikTok remains the most used platform daily. TikTok is used for an average of 47 minutes a day, with 18-25-year-olds scrolling for 76 minutes. Facebook comes in third, behind Instagram.
The average user spends 32 minutes daily on Facebook, which works out as over 17 hours per month. But the demographics are the opposite of TikTok's. Those between 18 and 35 only spend 24 minutes on the platform per day on average. It's the 55-64 age group who stick around on the platform, spending 45 minutes on Facebook each day - more than they browse any other platform.
These reports reveal that older populations have the most active Facebook accounts. This may solve the conundrum of why most people perceive Facebook as a channel for older adults.
In fact, only 3% of Gen Z say Facebook is their favourite platform, with the majority preferring Snapchat, TikTok, and Instagram.
Regardless of age group, 98% of people access Facebook through a mobile phone.
Facebook can hardly be seen as a single network--70% of internet users worldwide are active on at least one Meta-platform. As a result, it's easy for Facebook users to repost their Instagram content.
That may indicate that people use Facebook and Instagram for similar reasons. Here's what the data suggests:
According to insights from Datareportal, Instagram is the platform people go most often to for brand content, while TikTok is the first choice for entertainment.
It's perhaps no wonder that despite the large number of people on the platform, the median engagement rate is only 0.063%. Top brands can reach a 0.19% average engagement rate.
A powerful tool for brands, Facebook Stories have emerged as a particularly effective ad medium. With over 4 million advertisers using Stories, engagement rates surpass even Reels.
According to Facebook’s data, 58% of users browse a brand’s website after seeing a product in a Story, 50% visit purchase sites, and 31% go in-store to check out the product in person. Stories’ appeal lies in their fast, authentic, and easily digestible nature. When users were asked what they wanted from brand Stories, 52% said they prefer content that’s quick and easy to understand, 50% seek new product introductions, and 46% look for tips and advice.
Beyond Stories, Facebook continues to be a powerhouse for direct customer interaction. Each week, one billion users message a business via the platform. Brands that actively respond to messages and comments can boost their chances of converting inquiries into sales by up to 53%.
Kolsquare tip: Embed Facebook Messenger Live Chat on your website to enhance customer service and potentially increase conversion rates by 53%.
These statistics about Facebook speak for themselves and prove that the platform is not old news, at least not in 2024. As you know, the digital world of social media is changing rapidly, but right now, influencer marketing on the platform is definitely a lucrative way to target a specific audience.
Facebook has also become a popular platform for businesses, with over 200 million businesses present on the platform. This number includes both small and big names, proving the versatility of the platform in terms of businesses of all sizes.
1. Samsung – With over 160 million followers, Samsung has a strong presence on Facebook and uses the network not only to introduce new products but also to provide customer support. For example, Samsung uses Facebook Live to broadcast product launches, which has created a lot of buzz and excitement among followers. Read more about Facebook Live and how you can use real-time broadcasts for your strategy here.
2. Coca-Cola – Over 107 million accounts follow the American soft drink brand on Facebook. Generally known for creative and engaging content, the brand uses Facebook to share videos, photos and posts that are fun and link its products to positive emotions. For example, it launched the “Share a Coke” campaign, which encouraged customers to share photos of themselves holding Coca-Cola bottles with their name on them, resulting in a lot of user-generated content and engagement.
3. Nike – Who doesn’t know Nike? The name precedes the company, so it’s hardly surprising that the fitness brand has over 90 million followers on Facebook. Similar to Coca-Cola, Nike also wants to inspire and motivate with its content shared on Facebook. For example, Nike launched the “Equality” campaign, which promotes diversity and inclusion in sports on Facebook, which was well received by followers and generally boosted the CSR’s reputation.
4. McDonald’s – “I’m lovin it” – anyone who doesn’t know the phrase with its short, catchy melody is probably not one of McDonald’s more than 78 million followers on Facebook. The fast food company also uses the platform for funny content, including behind-the-scenes insights. For example, limited-time offers and promotions are advertised on Facebook to encourage customers to visit the restaurants and generate a high level of engagement.
5. BMW – Bavarian automaker BMW has over 23 million followers on Facebook and is known for its elegant and stylish content. The company uses Facebook to showcase new cars, promote brand values, and engage with potential (new) customers. For example, a 360-degree video of a car allows customers to discover the products in a completely new digital way.
These brands know how to leverage the potential of Facebook, although you should note that the number of followers is not necessarily the only metric used to determine the success of a brand’s Facebook presence. Engagement rates, click-through rates, and other factors also play a role in evaluating the performance of your influencer marketing campaign.
Here are seven key statistics from this article to aid your Facebook marketing strategy:
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
Influence Responsable
