Continue with some Facebook statistics that matter to marketers…
Facebook statistics for business
Here are some benchmarks to provide you with an overview of how brands are utilizing Facebook.
17. Facebook has 80 million small- and medium-sized business Pages
That’s a 23 % improve year over year. Of those businesses, 6 million advertising on Facebook.
18. 78% of American consumers have discovered retail products to buy on Facebook
Facebook’s importance as a discovery platform—where customers can browse, analysis, and get inspired—outranks both Instagram and Pinterest, who’ve inspired 59 % of American consumers each.
19. Facebook is the top platform for both B2B and B2C businesses
98 % of the B2C companies surveyed in Hootsuite’s 2018 Global Barometer Report use Facebook, while 89 % of the B2B companies do. (Combined viewers businesses report 97 % buy-in.)
Compare that to business-oriented LinkedIn, where B2C usage is 46 %, and B2B is 86 %. Because the lines between skilled and personal use are more fluid on Facebook than other channels, the platform could be effective for both audiences.
Right here’s proof: 54 % of B2B marketers say that Facebook is their most necessary platform (a rise from 43 % last year). This cuts into LinkedIn’s popularity, which fell from 37 to 28 %.
20. 30% of marketers think Facebook offers the highest digital ad ROI
While Google Search came out on top overall, with 48 % of respondents’ votes, Facebook trounced other social media platforms. Instagram and YouTube came in with 4 % of the votes, while Twitter took 2 %.
When you’re focused on learning more about how to define context, select the best metrics, and come up with helpful insights that prove the worth of your work.
21. 0.15% is the average monthly change in Page likes
While more Page likes theoretically mean bigger viewers and increased reach, Facebook’s dominance as a social channel has led to a new problem: saturation.
Whether you’ve got one million followers or one hundred, do not expect huge fluctuations here (unless your Page is brand new).
22. Only 31% of businesses use Facebook Messenger
Speaking of saturation, how about sidestepping it? Facebook has been actively building out the business ecosystem around messaging apps like Messenger and Whatsapp. There’s a chance here to achieve your audience without fighting via the newsfeed noise.
Messenger has 1.3 billion users sending 8 billion messages between businesses and people every month. Not to mention around 300,000 chatbots. That means it is definitely time to consider a Facebook Messenger bot strategy.
Facebook advertising stats
Whether you pay for adverts or concentrate on rising your reach organically, Facebook advertising affects your marketing strategy. Here are some statistics that will help you understand the current state of affairs in this constantly changing field.
23. The average engagement rate for a post is 3.91%
Reactions and likes are great, however, shares and comments are better, according to Facebook’s algorithm. Engagement is the best way to drive reach, and posts with higher engagement are cheaper to advertise, so keep this benchmark in mind as you evaluate your posts’ success.
24. The average organic reach for a Facebook post is 6.4% of a Page’s likes
Organic reach on Facebook has been declining since 2014. While there are methods to grow a post’s reach without paying, promoting content through paid adverts is also an option.
Overall reach, including both organic and paid, is at 8.1 %.
25. The average price per ad increased 17% in Q2 2018
According to Forrester’s analysis, advert value development can not continue indefinitely. Facebook’s been warning of a revenue deceleration since early 2017. While investors could be spooked, marketers can use this number as a barometer for their social advert spending.
26. Simultaneously, the number of ad impressions increased by 21%
This increase was driven primarily by newsfeed adverts on Instagram and Facebook.
As organic reach declines and advert prices continue to increase, ensuring your adverts are relevant and engaging for your viewers is more and more necessary. Our guide to optimizing your Facebook ad spend will help you check, measure and execute effective adverts.
27. 24.2% of Facebook Pages are using paid media
Paid adverts have several options that organic posts don’t, including precise audience focusing on that could guide on-the-fence customers further down your sales funnel, or identify quality leads.
The number of paying Pages is rising, although, pointing to increased competitors for advert space, especially in a newsfeed.
28. An average Facebook user clicks on 8 ads per month
This number goes up to 10 for females and drops to seven for males.
But that is an overall decline from early 2018 when Facebook was reporting a median of 10 advert clicks per month per user. However, this isn’t essentially bad news: not all adverts require a click to be effective.
29. E-commerce click-through rates have tripled in the last two years
On the plus side, Facebook users excited about buying are clicking on adverts increasingly. E-commerce-specific advert engagement has risen from 1 % to 3 %.
30. Facebook’s mobile ad revenue increased 50% year over year in June 2018
Marketers are focusing on their advert spends on mobile, which makes sense, given that almost all users are accessing Facebook on their handheld devices.
Facebook video stats
Whether you’re utilizing native, Live, Story or advert video—or all of the above—check out these Facebook statistics to fine-tune your video strategy’s focus.
31. 71% of people have increased their online video viewing
That is just in the last year. And 60 % expect to watch more social video next year. The video’s been touted as the dominant type of online consumption for years now, yet it’s still rising.
32. Facebook owns 24.5% of all digital video ad spending in 2018
Facebook (including Instagram) is forecasted to manage almost 87 % of US social media video advert spending in 2018. That same amount translates to one-quarter of all U.S. video advert spending.
It’s a crowded market, however as video adverts develop (video is now 25 % of all digital advert spending), Facebook continues to be the preferred channel.
33. Marketers spend 20 times as much on TV ads to reach around twice the audience as their Facebook videos
Facebook video is highly effective, compared to traditional channels. The average price per reach on Facebook is considerably decreasing than TV, in particular.
34. Mobile-optimized Facebook video lifts brand awareness to 67% percent
As opposed to recycled TV video adverts, which run around a 40 % lift in brand awareness. As well, message association (that’s: being able to match the message to the brand) doubles to 41 %.
Creating video content particularly for mobile viewing is necessary. Marketers need to adjust advert length, capture attention in the first few seconds, and concentrate on full-screen vertical experiences.
35. 30% of mobile shoppers say video is the best medium for discovering new products
And millennials are 1.35 times more likely than boomers to feel that method. Video can and will help you feed your sales funnel.
36. Facebook users watch ads five times longer when they’re consuming video intentionally
People have different viewing habits relying on their viewing intentions, so a six-second advert isn’t always your greatest guess.
As an example, individuals utilizing Fb Watch are open to longer advertisements than people who find themselves simply searching their newsfeed.
37. When watching Facebook video ads, people between 18-24 spend 75 percent of the attention that people age 65+ do
Given in the present day’s consideration spans, take into account adjusting your video advert size to your audience.
Take a word that this will imply that view period and completion charges aren’t at all times the perfect measure for an advert’s success. Audience demographics needs to be taken into account.
38. People gaze five times longer at video than at static posts on Facebook
Facebook’s user behavior studies show that video is inherently more fascinating to audiences.
39. The average engagement rate for Facebook video posts is 6.01%
That’s a full 2 percentage higher than the average for all posts, that means the video is pulling further and further ahead. It’s also higher than image posts (4.81 %), link posts (3.36 %) and status posts (2.21 %)—all of which have declined in popularity.
40. 150 million people are using Facebook Stories
The disappearing-content function is relatively new to Facebook, however, Facebook is pushing it and so you could already purchase adverts there.
Given that there is a much bigger percentage of people using Instagram Stories (400 million out of 1 billion monthly active users), it is a familiar channel that’s still unsaturated, with tons of room for development.
Also, keep in mind that one-third of the most-viewed Instagram Stories are from companies. Facebook Stories may well be similarly fruitful for marketers.
41. Facebook Live broadcast watch times quadrupled in one year
Here’s another channel that Facebook is prioritizing, that means that early adopters can benefit from the preferential treatment. Since Live videos standardly receive 6 occasions as many interactions as regular videos, they rank higher in the newsfeed.
Integrating Facebook Live video into your marketing strategy is becoming more and more popular: one in five Facebook videos is a live broadcast.