Social media has become a powerful marketing tool, and Facebook is leading the way. Understanding Facebook statistics, such as when users are the most active and which types of content gets the most engagement, can help you use Facebook for business more strategically. This can help drive brand awareness, increase sales, and grow your business.
One major advantage of Facebook is that it can be very cost-effective. However, it’s only cost-effective if ads are effective in reaching their marketing objectives, which many businesses struggle to do. Try using a professional ad management service, such as Hibu, to avoid wasting ad spend and to achieve your marketing goals. Get started with Hibu.
Here are the top Facebook statistics every business should know, broken into three categories:
User Activity & Engagement
Facebook ads are only successful when businesses understand their audience and their audience’s needs and behaviors. Understanding relevant statistics on Facebook users is one key to successful marketing.
1. More than 50% of Facebook users make frequent visits
Approximately 53% of U.S. residents say that they use Facebook “several times a day.” Compared to other social media platforms, this landed Facebook at the No. 1 spot for the most visits per day by its users. This means businesses have ample opportunity to grab users’ attention throughout the day.
2. Facebook users spend over 40 minutes on Facebook per day
The average Facebook user spends 41 minutes on the platform each day. However, they are also spending over half an hour on Instagram, which is owned by Facebook. This means that marketers and advertisers are getting extensive exposure across two platforms.
(Source: The Motley Fool)
3. Users spend 10–12 minutes on Facebook per visit
Facebook users visit Facebook multiple times a day, with each visit averaging around 10 to 12 minutes. This indicates to businesses that it’s important to not only post daily, but to be active throughout the day. This will help increase the chances of connecting to your audience.
(Source: We Are Social)
4. Facebook stories get over 150 million views per day
On average, Facebook stories have over 150 million viewers per day. Facebook stories, user-generated content similar to Snapchat but where users upload content to Facebook that automatically disappears after 24 hours, and story ad formats should be used by businesses to reach more of their audience. Stories should be used to show audiences entertaining clips of what is happening at a given moment, adding more personality to a brand.
(Source: The Verge)
5. The number 1 source of traffic on Facebook is mobile devices
An astonishing 96% of Facebook visits are from a mobile device. While this number is incredibly high, it is also logical as users tend to use Facebook to kill time, such as while they wait for their order at a coffee shop or during a commute. With that, businesses can be more strategic in creating mobile-friendly posts and ads, including mobile-friendly landing pages, to increase interactions and conversions.
6. The average user clicks on 2 ads per week
An average Facebook user clicks on eight ads per month, or two ads per week. Though this is a fair number of ads users are interacting with, it’s only a small percentage of ads that are displayed to users. Generally, every advertiser is ultimately looking for conversions; before you can get conversions, your ad needs to get clicks. To get clicks, use powerful headlines combined with eye-catching images or videos.
(Source: We Are Social)
7. Facebook users are the most active mid-week
Users are most active on Wednesdays and the least active on Sundays. In general, mid-week had a high amount of activity, whereas weekends have the least. This is good news for business because it means you probably don’t need to be overly focused on producing content outside of business hours.
8. Females are 30% more likely to click on an ad than males
This may indicate that Facebook ads targeting females will be more fruitful, but this statistic may also be indicative of a higher volume of ads displayed to female audiences.
(Source: We Are Social)
9. Facebook users are the most active between 9 a.m. & 3 p.m.
Users are most active between 9 a.m. and 3 p.m., and least active before 7 a.m. and after 5 p.m. To capture the most user engagement, stick to posting on Facebook earlier in the day—or, at the very least, within business hours.
10. Thursday & Friday from 1 p.m. to 3 p.m. is the best time to post
The overall best day and time to post on Facebook is a tie between Thursdays and Fridays from 1 p.m. to 3 p.m. This is because these days and times have the highest number of users active on the platform and the highest user engagement.
Facebook User Types
In order for marketing to be effective, it needs to land in front of the right people. Knowing your audience on Facebook can help you manage your page and posts more strategically by giving you the insight to create ads that speak to them.
11. There’s only 3.5 degrees of separation between Facebook users
There’s only 3.57 degrees of separation between the average Facebook user and any other user. What this says is that networks of friends on Facebook are an opportunity for businesses to create shareable content that will quickly and organically grow their reach.
(Source: Facebook Research)
12. Users are 5x more likely to watch a video from mobile
People are five times more likely to watch a video from a mobile device than a desktop computer. This isn’t surprising given that the majority of users are accessing Facebook from their phones. Still, it’s a good reminder to create videos that are optimized for mobile.
(Source: Social Pilot)
13. Videos get 90x more shares than images
Videos are shared nearly 90 times more than text or imagine-based content. It goes to show that creating an engaging video is worth the added time—certainly compared to creating a post with a static image.
(Source: Social Pilot)
14. Nearly 50% of people get their news from Facebook
Approximately 43% of Americans get their news from Facebook. What’s interesting about this statistic is that while people are looking to social media to stay up to date, the majority of people don’t view Facebook as an accurate news source. What this shows is that while it’s the original source for the news, people then seek other outlets to confirm what they’ve heard.
(Source: Pew Research Center)
15. People only remember Facebook content for a quarter of a second
People can recall a piece of consumed mobile content for just 0.25 seconds, but they spend an average of just under two seconds looking at each piece of content. Specifically, they spend 2.5 seconds looking at each piece of content on desktop and just 1.7 seconds looking at each piece of content on mobile.
(Source: Facebook Business)
16. People spend 5x more time on Facebook videos
People spend five times longer looking at videos than images on Facebook. That’s because unlike an image that only takes a fraction of a second to consume, videos hold viewers in, keeping them on your post or ad. This is worth considering when choosing a media type for ads and posts.
(Source: Facebook Business)
17. Facebook influences more than 50% of offline purchases
Yes, around 52% of consumers’ online and offline purchases were influenced by Facebook. Taking that a step further, over 80% of users report that their purchasing decisions are influenced by their friends’ recommendations and posts on Facebook. This shows how getting shares and mentions is a key factor in using Facebook effectively for increasing sales.
18. New products are discovered via Facebook by 78% of users
A study found that 78% of American consumers have discovered retail products to buy from Facebook. This may be through Facebook business pages, Facebook ads, and through recommendations from their Facebook friends.
(Source: Kleiner Perkins)
19. Over a quarter of users make a purchase after clicking a Facebook ad
There’s a 26% chance a user will make a purchase after clicking on a Facebook ad. However, this doesn’t mean they make a purchase immediately. Users will often make a purchase weeks or months after initially clicking on an ad, which can be monitored with conversion tracking using the Facebook Pixel.
20. Facebook ‘likes’ indicate an almost 80% chance of purchase
People who like a business’ Facebook page are 79% more likely to make a purchase from that business than non-fans. This shows that there is value in a business creating and maintaining a presence on Facebook.
21. Over 75% of users are looking for promoted content on Facebook
The reason for going on Facebook has always been to see what friends are up to, but 76% of users are now on Facebook to find interesting content, including promoted content. This indicates that Facebook has become a source for finding new brands and services, making users receptive to advertisements.
Facebook for Business Statistics
Advertising on Facebook can be a very cost-effective way of marketing a business. The difference between those who find it fruitful and those who do not generally lies within each business’ ability to use the platform strategically to create ads that resonate with its audience. Facebook statistics, specifically related to Facebook advertising, can help businesses do just that.
22. Facebook works for both B2B & B2C businesses
Many businesses assume Facebook is best for business-to-consumer (B2C) businesses, but Facebook is the top platform for both business-to-business (B2B) and B2C businesses. This means there’s value for mostly all businesses in being on Facebook, whether organically or paid.
23. Brands post 8x per day on average
The average brand surveyed posts eight times a day on average on Facebook. This may indicate that there’s value in frequent posting. However, the frequency really depends on your goals, and the most important thing is consistency.
24. 80% of users want to connect with businesses on Facebook
Yes, a study found that 80% of social media users prefer to connect with businesses on Facebook compared to other digital platforms. This may be in part due to the culture of connecting online rather than in-person or by phone. For this reason, many businesses now use Facebook business pages and Facebook Messenger as customer service tools.
(Source: Adrienne Richardson)
25. The best length for a Facebook ad title is 3 to 4 words
Ads that get the most clicks have ad titles between three to four words. For perspective, the maximum number of characters allowed for Facebook headlines, or titles, is 25 characters. This equates to, on average, three or four words. With such limited space, the key is to use a short, but powerful message.
26. Facebook ad text should be from 15 to 20 words
The best length of ad text is in the range of 15 to 20 words. Advertisers are given a maximum of 90 characters for their ad text, so what this means is that shorter words tend to be more effective in ad copy.
27. Facebook ad spend is highest between 1 p.m. & 3 p.m.
Yes, Facebook ad spend increases between 1 p.m. and 3 p.m. This is when Facebook has the largest number of engaged users. The higher cost is in part due to higher competition around these times for ad placement, but also due to high ad engagement.
(Source: 99 Firms)
28. 76% of users notice a retargeted ad
Approximately 76% of consumers notice retargeted ads, which are ads displayed to users who have previously clicked an ad or visited the business’ website. What this means is that when users see these ads on Facebook, they realize they have been to that business’ site before, which can help bring potential or previous customers back to their site to make a purchase.
29. Retargeted ads are highly effective
Ads displayed to those who have been to the business’ website before are 70% more likely to convert than standard Facebook ads. This is because retargeted ads are displayed to warm leads, or users who are already interested in a company, and they are therefore much more likely to convert than cold leads.
30. About 26% of customers return to a site via retargeting
A study found that 26% of customers will return to an advertiser’s site through retargeted ads. Return customers are vital for the long-term success of businesses, so marketing to warm leads is a key element in a business’ overall marketing strategy.
Bottom Line: Facebook Statistics for Business
Facebook is a useful marketing tool for businesses, and statistics help reveal how businesses can use Facebook to more strategically market. Understanding when users are most active, the devices they are on, and the content types that have the highest engagement will help you create better posts and ads for more clicks and conversions.
The effectiveness of Facebook for business depends on the quality of your posts and ads. Avoid the mistake of wasting time and money on low-quality content, and use a professional Facebook ad management service, such as Hibu, instead. Get started with Hibu today.