It’s no secret that Facebook is an immensely popular site.
Since its creation in 2004 by Mark Zuckerberg and fellow Harvard roommates, Facebook has grown into a multi-billion pound platform that sees users flock to the site in tens of millions every day.
With such a wide range of active users, the opportunities to reach an audience through marketing and Facebook advertising has never been higher.
But with an increase in audience comes an increase in competition to reach them. That’s why it’s important to understand the ever-shifting platform in 2022 more than ever.
From keeping updated with the average cost-per-click of Facebook ads, to understanding the varying demographics in monthly active users, there’s never been more competition to get your ad seen by the right people.
That’s why we decided, as a Facebook Advertising Agency to find all the statistics necessary to understand exactly how Facebook marketing can improve your business in 2022.
We’ve even sorted them into handy sections for you – covering everything from exactly what age demographics are the fastest-growing on the platform, to exactly how to optimise your Facebook video content.
If you want your Facebook marketing strategy to succeed, read these 30 informative statistics.
While it may be surprising, only 10% of Facebook users come from the US or Canada.
India boasts a seriously impressive stat of a total of 329 million Facebook users. That’s approximately 23.88% of India’s total 1.38 billion population. India itself accounts for approximately 17.7% of the total world population in 2021.
Out of the total estimated UK population of 67.9 million, approximately 44.84 million people are active Facebook users – approximately 66% of the total UK population.
That means that just under a quarter of the entire world population are daily active users!
In that same minute, more than 510,000 comments are made, there are 293,000 status updates, 136,000 photos are uploaded, and a whopping 4 million posts are liked. As the site constantly increases and expands, these numbers are sure to only go up.
In a recent study conducted by Pew Research Center, it was found that of all the Facebook demographics, those US users aged 65 or older grew the most between 2018 and 2019, from 26% to nearly 40%. With this new rise in a potential audience, it may be worth considering if you can alter your content to appeal to this emerging age group.
At the same time, Millennials (1977-95) and Baby Boomers (1946-64) only rose by 2%. However, Generation X users – those born between 1965 and 1976 – actually decreased by 2%
In 2021, an estimated 84% of US Millennials are active users of the social media platform, making them the largest audience. Generation X isn’t far behind though, as the same report claims 74% of US Gen X’ers use Facebook.
Of the total online population of the UK (an estimated 61 million in 2019), only an estimated 15.25 million people do not use Facebook. The remaining 43 million use Facebook at least once a month.
Now that we’ve had a more in-depth look at the trends behind those who use Facebook, it’s now time to turn our attention to the platform itself, as we dive into the statistics behind Facebook advertising in 2021.
The world of Facebook Ads is ever-expanding as it grows with every year, and 2022 is no exception. If you want to learn about the current advertising statistics and trends, keep reading below.
We all know that Facebook Ads is fundamental to most marketing strategies not just in the UK, but on an international scale – with the capacity to reach the billions we’ve already discussed. It should come then as no surprise that the vast majority of marketers use the social network as an essential digital marketing platform.
A recent study found that the highest global Facebook traffic occurs on Wednesday and Thursday, from 11 a.m. to 2 p.m.
It’s worth noting, as this is when you may reach your maximum potential to grab your target audience.
As the number of monthly active users has continued to increase, so too have Facebook ad impressions. Alongside this, it was found that the average price per ad has decreased by 6%.
In 2012, Zuckerberg announced “now we really are a mobile company,” and that doesn’t seem to be changing any time soon. From an estimated 34.35 billion dollars in mobile ads to a predicted 60 billion in 2021, the social platform shows no signs of slowing down in the years to come.
We’ll talk more about Facebook as a mobile platform and how people use Facebook on their mobile devices later.
This is a 15.5% increase from last year.
In a recent study, it was found that the industry with the highest CPC is Finance and Insurance, with £2.88, while the industry with the lowest CPC is apparel, at just £0.34.
The rise of Facebook Stories is another significant tool to the Facebook franchise, mirroring those seen on social media platforms such as Instagram, Youtube, and Snapchat. In its first 14 months, the platform reached 150 million daily active users and hopes to reach a further percentage of those currently using Facebook.
Currently, Facebook Stories boasts an impressive 300 million daily active users, so is worth considering implementing into any marketing plan, provided the relevant audience is active.
When used in conjunction with News Feed Campaigns and placement optimisation, it is estimated that Facebook ad performance may increase by up to 26%.
According to Hootsuite, this reach is 72.5% of their total 2.91 billion monthly active users.
The largest Facebook audience in 2021 is men aged between 25 and 34, accounting for 19% of total potential reach. Men using Facebook between the ages of 18-24 make up 15%, while female users between the ages of 24-35 are responsible for 13%.
We already know how valuable the mobile platform is to Facebook’s success, with 94% of the social network’s ad revenue stemming from mobile devices. Now, we’ll take a closer look at the current mobile statistics, and how we can use them to our advantage.
This is the average time that people use the Facebook app every day, totalling an average of 28 hours every month, or a yearly 14 complete days, with an estimated 20,000 minutes a year.
We know that more Facebook users prefer a mobile app experience over a desktop one in 2021, and so too should marketers prioritise video content optimised for mobile viewing when appropriate.
If you’re interested in learning more about the current trends of Facebook video content, and how best to optimise video content for maximum engagement, keep reading on, as we’ll be looking at Facebook video shortly.
In another statistic that highlights the fundamental importance of the mobile platform, Facebook’s dominance of the U.S. mobile ad market has only increased from its previous 20.9%.
However, this statistic doesn’t include the recent Facebook acquisition of social giant Instagram, which will boost this statistic dramatically.
Yes, you heard that right, this staggering number was achieved through a mixture of click-to-call buttons and optimised landing pages.
Phone calls convert interest into revenue 10-15x more than web leads, and so the correct mobile social media marketing plan should encourage this where appropriate.
So far, we’ve discussed advertising trends, how people use Facebook, how many people use Facebook per day, and how the mobile platform continues to evolve and increase. Another medium, video content, has seen a rapid increase in usage and content creation.
Below, we break down exactly what the state of video content is in 2022, and how you can benefit from introducing video content to your campaign.
An average of 100 million hours are watched daily by Facebook users globally. On the social media platform, more than 8 billion video views are gained daily.
Photo posts currently hold an estimated 4.36% engagement rate, while status posts hold a current 1.66% engagement rate. However, video content posts hold an estimated 6.04% engagement rate.
Video content is shared by people more than 89 times more than other types of social media content!
As the social media platform grows along with its user base, the potential to reach a wider audience is stronger than ever.
We already know that video content boasts the highest engagement rate, and the potential to reach a greater audience than YouTube is just one more reason to consider creating video content,
A recent study found that people watch 85% of Facebook videos without sound. The majority of Facebook videos begin playing without audio, so it’s vital to focus on visuals to grab the viewer’s attention.
If your video content begins with dialogue, consider introducing subtitles to not detract viewers and increase accessibility.
When creating Facebook video content for a mobile platform, it’s important to remember that square Facebook videos get, on average, 35% more views than landscape videos.
If a Facebook video is watched for longer than 3 seconds, it counts as a view. If it is watched for longer than 10 seconds, it means that viewers are actively digesting and receiving your content. Anything higher than 10 seconds is an impressive goal to strive for, with a 15-30 second average watch time being highly impressive.
So far, we have looked separately at the state of Facebook advertising, Facebook as a mobile platform, Facebook demographics, and the importance of creating optimised video content in 2022. Now, it’s time to piece it all together, and focus on how to move forward with what we’ve found.
With a record yearly revenue of 60 billion in mobile ads, combined with a rise in new demographics and accessible advertising, Facebook has secured itself on the global stage as a dominating factor in any marketing plan.
When examining the current trends, there are a few points to definitely consider. With an increasing emphasis on the use of Facebook Stories, you should consider whether you may be able to reach your target audience through this emerging medium, as it’s use seems to only be rising with every quarter
Another highly prominent medium is native Facebook video content. As Facebook increases its emphasis on hosting native video content, the need for such content becomes significant to any marketing plan.
If you would like to know more information about how we at The Social Shepherd can help perfect your Facebook marketing strategy, why not send us an email at firstname.lastname@example.org, or get in touch here.
Or alternatively, read our case study where we breakdown exactly how we generated £1.6m for our eCommerce client using Facebook Ads now.