You know that Facebook marketing is important. But do you know why, or which elements of Facebook marketing will be the most valuable to you?
If you don’t, that’s ok. Marketing changes quickly, and Facebook even more so.
It’s hard to keep up with all the changes, and it can be even more difficult to know what they all mean.
We can help with that.
Fortunately, there are a ton of case studies and plenty of data released regularly about Facebook, user behavior, and their impact on marketers and businesses.
We did the heavy lifting and selected the statistics you must know to plan your 2019 marketing strategy and achieve the success you deserve with your Facebook advertising.
In this update, we’re going to take a look at 23 of the most important statistics in 2018, those that you need to know to plan your strategies in 2019.
Facebook Demographics & Usage
Understanding who is using Facebook and how will play an important part in deciding what strategies you should use.
Here’s the big demographic statistics to watch.
1. There are 1.49 billion daily active users on Facebook, as of September 2018.
Facebook is still seeing consistent growth in usage, meaning that there’s a huge chance to connect with a large portion of your target audience.
2. Facebook users are accessing the site or app eight times per day on average.
Even if this means they’re just opening the app and doing a quick scroll, you have eight chances per day to catch their attention and engage them, whether you’re reaching out via organic or paid marketing. Think about the number of things you do eight times per day, and you’ll have the trouble of making a big list here.
3. People spend an average of 35 minutes per day on Facebook.
With people on the platform for this long, this is more than just idle scrolling every time they log on. People are engaging, socializing, and making connections. We’ll look at how exactly they’re doing that a little later on.
4. Facebook has more than 150 million daily viewers on Stories.
While this may seem like only a small fraction of the overall number of users on Facebook daily, this is still a huge percentage, especially considering that the Stories feature is growing. I always recommend that my clients use Stories, just because it helps you fight organic reach and increases the likelihood that engaged audience members will see your content on a regular basis.
Facebook General Marketing Statistics
We know there’s a huge opportunity for connecting with our audience, so now let’s take a look at several general marketing statistics that showcase some buyer behavior, marketer behavior, and more.
5. 39% of users will follow a Facebook Page in order to receive a special offer.
Most people will take specific actions because it benefits them in some way, and it turns out that getting something to like a Page is no exception. If you want to incentivize a big growth in followers, try running contests, hosting a sweepstake, or creating an official Facebook offer to drive a few more likes.
If you really want to grow followers aggressively, make sure you boost the post or turn it into a paid ad for maximum visibility.
6. 57% of consumers say that social media influences their shopping.
Out of that 57%, a whopping 44% said that Facebook was most influential.
This is due largely to the fact that we’re using social media differently than we used to. Many users are utilizing the site as a search engine and a research tool, and the ability to see a ton of social proof and reviews quickly after discovering a brand (whether through search or ads) is a huge asset.
7. Facebook has a total of 80 million Pages for SMBs.
If you go to checkout the statistics from last year, you’ll see that’s a big increase; last year, there were only 60 million. This does, unfortunately, mean that the competition is fiercer and that more businesses are flocking to the platform. That being said, many small and medium businesses (and even larger ones) fail to engage their audiences properly; if you’re able to do so, you’ll be good to go.
8. The average organic reach for a Facebook post is 6.4% of the Page’s total likes.
The key phrase here is “average,” because brands with consistently lower-engaging content and less on-platform activity will see reach rates even lower. Still, it’s good to have a solid number as a guideline, and to know what to expect. 6.4% of your total Page likes is much lower than we’d want, but it’s also better than the 2% number floating around.
9. 200 million people have joined Facebook Groups that they derive value from.
Facebook Groups was the big thing of 2018. More groups are popping up, and we’re rapidly getting new features (including the option to create paid groups and some outstanding group insights). If your business is able to create a branded group that provides value and a sense of community to your customers, you’ll have a better chance to showing up in their feed and building a relationship with them on social.
10. 78% of American consumers say they’ve discovered products on Facebook.
That’s an enormous percentage, and it shows that people are willing to come across products and services that would be useful to them and purchase. They just need to see ad copy that’s engaging and directly relevant to them, and they might need to see ads from a company a few times before they convert.
Facebook & Mobile Statistics
The whole world is going mobile, and Facebook is no exception. Let’s take a look at a few statistics that reflect on what this means for marketers.
11. 47% of Facebook users exclusively use the mobile app.
Almost half of all users are only using the mobile app in order to access the platform, meaning that all of your content needs to be mobile-optimized. Look at creating more vertical videos, and keep long-form posts easily digestible with short sentences and paragraphs. And, of course, always ensure that any landing pages you’re sending people to is always mobile-ready.
12. 88% of Facebook users regularly access the site through mobile.
While only 47% of users are exclusively using the app, the majority of users use mobile at least sometimes. See the above for why this matters so much.
13. 96% of Facebook visits are made on smartphones; only 31.8% happen on desktop.
The fact that such a small percentage of Facebook visits happen on desktop is significant. That being said, sometimes longer duration periods of usage will happen on desktop, but you need to be ready to capture users no matter what platform they’re using.
Facebook Ads Statistics
You knew we couldn’t have a post on Facebook statistics without including a section on Facebook Ads!
Here’s some of the latest research about how users are interacting with our ads and the impact you might see from them.
14. 26% of Facebook users who clicked on ads reported making purchases in one survey.
That’s slightly more than one out of four customers who click on your ad. This is relatively high click to conversion rate when compared to some other platforms, and it shows that there’s incredible selling potential if you’re able to connect with the right audience.
15. The average click-through rate (CTR) across all industries is 0.9%.
While the conversion rate can seem on the high side, that’s partially because CTR is so low on average.
Before you feel dejected, however, think about how many ads you scroll past and how many you click and convert on. It may not be a lot, but then you might become a loyal customer to a new brand you love.
Again, the key will be targeting the right audience and then just playing the numbers game.
16. A whopping 93% of social media advertisers are using Facebook Ads.
This shows how effective the ad platform can be.
The vast majority of advertisers would not be flocking to Facebook so religiously if they didn’t work or if they were “too expensive.”
17. According to one case study, the most effective length for Facebook ad titles is four words, and link descriptions of 15 words.
I want to flag something here. This is a recent case study, and I think this is an OUTSTANDING place to start for most businesses. That being said, you shouldn’t follow this religiously, and instead, use it as a guideline to start testing.
Your Ad copy will be highly subjective based on what you’re selling and who you’re selling to. AdEspresso’s Sarah Sal has written extensively about how storytelling in long-form copy can yield outstanding results will do well, and I always try to test different styles and lengths of ad copy when we’re working with new clients.
18. The average cost per ad increased 17% in 2018’s Q2.
This is a jump, especially because some small businesses find the ad system to be a little on the expensive side. This isn’t surprising, because even though new placements have opened up (see Stories Ads on Facebook and now the new marketplace ads), there’s so much competition. Fortunately experts don’t expect this kind of growth to continue, but for now, it’s what we’ve got.
19. Though ad costs rose, ad impressions have also increased by 21%.
Here’s the silver lining. Ad costs have gone up, but more people are seeing (and hopefully being impacted by) our ad campaigns. This speaks to the potential of Facebook Ads, and is a good reminder to keep testing different strategies, copy, and offers to see what works.
Facebook Video Marketing Statistics
Facebook video marketing is incredibly important. This is easy to see from both these new statistics and a few from our 2017 post. Here are the biggest updates that you need to know.
20. One out of every five Facebook videos is a live broadcast.
Facebook live has continued to grow in popularity, and it’s still one of the most high-engaging strategies you can use on Facebook. Lives get more engagement than other video content on average, though most of it typically comes during the live broadcast.
For best results, make sure that you’re going live at peak hours when your viewers know you’ll be there.
21. 80% of users are annoyed when videos auto-play sound.
This coincides with the statistic below that shows that 85% of videos are played without sound.
People can deal with a little action catching their eye, but having loud sounds start playing when they didn’t choose to watch the video is another story– especially if they’re somewhere public. No one wants to have a tampon commercial start blasting out of their phone when they’re on the subway.
22. Caption video ads increase viewing time by an average of 12%.
Add closed captions to your videos. They’ll increase viewing time by ensuring that people can understand what you’re discussing even if they can’t or don’t want to enable sound, and they can help draw users in before they decide to play the sound or even start watching.
23. Nearly half the value of video ads is attained by users within the first three seconds.
You’ve got three seconds to catch their attention, as it turns out, the biggest impact that you have may be made in those same three seconds, too.
Really capitalize on that, explaining why customers should care and how you can offer value up front. This will make a difference and make your ad significantly more effective.