Core features
Streamline and scale your customer care and community management
Effortlessly plan, create, manage and deliver social content and campaigns
Drive strategic decision making across your entire business
Premium solutions
Prove your social media ROI with customized data and reports
Uncover trends and actionable insights from social conversations
Amplify your social reach by empowering employees to become brand advocates
Platform
Salesforce + Sprout
Gain a full 360-degree customer view with this global partnership.
By use case
Bolster your marketing efforts with intuitive, assistive tools
Sell more efficiently with product and customer information in one place
Distill large-scale data into actionable insights to inform your social strategy
Maximize the impact and reach of your social efforts to drive better results
Create positive brand experiences with quick, tailored responses
By service
Good connection: How Boingo Wireless seamlessly switched to Sprout Social
Learn
Explore social media tips, best practices and strategic guidance
Become an expert in the Sprout platform with specialized courses
Discover the tangible results customers received by partnering with Sprout
Connect
Connect and grow with other professionals in The Arboretum, Sprout’s online forum
Learn how to improve your social media efforts on demand
Meet Sprout in person at meetups, conferences and events around the world
Product resources
Keep up to date with new feature releases and improvements across the platform
Explore on-demand courses to help you get the most from Sprout
Get step-by-step product walkthroughs and feature breakdowns
Written by Brent Barnhart
Published on February 20, 2025
Reading time 11 minutes
Table of Contents
Share
Should your brand be putting Facebook first? Are your content and ads targeting the right audience?
Well, staying up-to-date on the latest social media statistics for Facebook can clue you in!
While other apps are in the spotlight, Facebook is still the most popular social media platform. The size and scope of its users in 2025 may surprise you, especially versus its competitors.
This post breaks down key Facebook marketing statistics including new data on demographics, usage, marketing and more.
Facebook is synonymous with social media itself. It continues to be the biggest social media platform and remains widely popular on a global scale for consumers and marketers alike.
Let’s kick things off with key Facebook usage statistics to understand its popularity and inform your own Facebook marketing strategy:
By Q2 2024, monthly active users on the platform had grown to 3.065 billion after reaching the 3 billion user milestone a year prior.
Although adoption has slowed down, monthly and daily usage is still seeing an upward trend. If your marketing efforts are also feeling stagnant, download our Facebook marketing template to reinvigorate your strategy.
On average, American users spend about 30.8 minutes on Facebook daily. This puts it below other platforms including TikTok, Instagram and even X. These numbers suggest that the platform is still seeing a high level of usage but less daily engagement compared to other networks.
Facebook may have billions of users, but how are people actually using the platform? These Facebook user statistics can help us to find out:
According to Meta, 3.35 billion people spend at least some amount of time daily on its suite of apps including Facebook, Instagram and Messenger.
Believe it or not, there are billions of people your brand could potentially reach every single day via Facebook. The key is to get ahead of the Facebook algorithm so you can boost your organic visibility.
While social platforms come and go, Facebook is still a staple of the average consumer.
According to the most recent Sprout Social Index, Facebook is the most popular social media network among all consumers surveyed. Respondents said if could only use one social media network, they said they would choose Facebook.
The rise of social media as an information source isn’t breaking news by itself.
However, the fact that Facebook is the top social media platform for people to get their news might be a surprise.
From local headlines and politics to pop culture and beyond, nearly two-thirds of users (63%) rely on the platform for news updates.
Recent Facebook statistics highlight how Meta has a strong hold on social commerce.
Facebook (60%) comes in second only by one percentage point to Instagram (61%) as the most popular platform for product discovery according to our data. Given the boom of ads across Meta’s suite of apps, this makes perfect sense.
Fun fact: Sprout Social also found that nearly 40% of Gen X consumers use the platform to make purchases. There’s no denying that Facebook remains a go-to platform for social product discovery.
Social media is commonly used for customer support and customer care requests.
Even though Facebook is a social network, it can still be a great outlet for providing customer support and improving experiences with your brand. Our data shows that 76% of consumers notice and appreciate when companies prioritize customer support, regardless of network.
According to eMarketer, US adults were more likely to purchase directly on Facebook in 2025. However, this puts them behind TikTok (45.5%) and just slightly ahead of Instagram (37.3%).
Given the rise of TikTok Shop, this stat might not be too shocking. That said, Facebook still has its own social commerce powerhouse in the form of Facebook Marketplace.
Data from Capital One highlights the boom of Facebook Marketplace and its millions of shoppers (and billions of transactions). The report also notes that approximately 16% of active Facebook users exclusively have a presence on the platform to use its Marketplace features.
Wondering if you’re reaching the right audience on Facebook? What if your target demographic isn’t even on the platform?
While these numbers are impressive, it’s also true that most marketers don’t understand the full impact of Facebook beyond its raw user count. Understand how to turn these numbers into strategy.
Here are a few Facebook stats breaking down the platform’s core audience and demographics:
Remember when we said that 90% of consumers have a Facebook profile? Facebook is used most by Gen X, followed by Baby Boomers and Millennials. This varies for Gen Z, who is most likely to have Instagram (89%), YouTube (84%) and TikTok (82%) profiles instead.
Facebook gives users a direct line to businesses via Messenger, Groups, Events and more. That’s why it’s the most popular channel for customer care across millennials, Gen X and Baby Boomers.
Having a presence on the platform is pretty much non-negotiable no matter who your target audience is. Given that 73% of consumers claim they’ll bounce to a competitor if they don’t receive timely customer care, brands can’t afford to ignore Facebook as a service channel.
According to recent Comscore data via eMarketer, moms across demographics are glued to Facebook and Facebook Messenger. Facebook groups for mothers dominate the platform, which may come as a surprise given the popularity of #MomTok and other niche communities on other platforms.
Facebook currently limits its reporting to male and female. And based on the data, the platform has a higher percentage of male users (56.8%) than female users (43.2%).
While Facebook sees significant usage across various countries, India has the greatest number of users. Latest reports show that there are 378.05 million Facebook users in India. The United States comes next, with 193.8 million users.
Is Facebook marketing still worth it? And are you getting the most out of your Facebook advertising strategy? Check out these Facebook ads statistics to understand advertising impact on the platform.
According to a WordStream study, Facebook ads get an average CTR of 2.53% across all industries for lead-gen ads. That said, click-throughs vary for industries, with arts & entertainment and real estate among the highest.
Facebook traffic ads and campaigns see a lower CTR, with the average rate being 1.57% across all industries. Arts & entertainment, real estate, restaurants & food and travel all see a CTR above 2%.
The same study found that the average cost per click (CPC) is $0.77 across all industries for traffic ads which is down from the previous year. The average cost per click is $1.88 for lead gen ads, also down slightly from $1.92 last year.
However, you can expect to pay much more in certain industries or campaign ads. For example, lead gen ads have a CPC of $8+ for attorneys and $4+ for dentists and physicians.
Facebook sees a fairly high conversion rate for ads on the platform. On average, you can expect a conversion rate of about 8.78% for your Facebook ad. The specifics vary depending on your industry, though. Dental services, industrial & commercial and real estate sectors see higher conversion rates.
With such high conversion rates and low CPC, marketing on Facebook yields high returns. In fact, 40% of marketers cite Facebook as one of their top three drivers of ROI when it comes to social media platforms.
With organic visibility on Facebook on the decline, it’s only natural to see a drop in engagement levels as well.
But does this put Facebook at a disadvantage over other social media platforms?
Here’s a quick look at some vital stats to understand where Facebook engagement currently stands:
According to a SocialInsider study, brands see a median Facebook engagement rate of 0.015% across all industries. This puts Facebook as one of the less engaging social media platforms, neck-in-neck with X.
The power of visuals is still evident on Facebook, with album posts getting just below 0.15% engagement. Video posts come next with an average engagement rate of 0.12%. Status posts perform fairly well with an average engagement rate of 0.11%. Link posts, on the other hand, are the worst for driving engagement. They see an average engagement rate of only 0.04%.
Contrary to popular belief, posting frequently doesn’t necessarily result in higher engagement. As a RivalIQ study points out, influencers and the higher education industry see the greatest engagement compared to their posting frequency.
For example, influencer pages publish just ~4 posts per week but earn some of the highest engagement on the platform. Meanwhile, higher education companies companies publish 6+ posts a week and see similar numbers.
The takeaway? It’s about your audience and industry, not hitting an arbitrary post count.
Rather than post frequency, post publishing should be a factor in your strategy. Know the best time to post on Facebook so you stand a better chance of driving engagement.
As video marketing continues to gain popularity, it’s important to be aware of how video performs on Facebook. Here are some key Facebook video statistics to inform your strategy:
Even with the boom of short-form video platforms like TikTok, approximately 40% of time spent on Facebook (and Instagram) is watching video content. This means your audience likely watches video content on the app, and creating Reels can help you reach more people. We’ve created a quick guide on creating a successful social media video strategy, if you need a refresher.
Facebook Reels have been popular on the app since they were created and integrated into the app from Instagram. Facebook discovered that vertical videos (Reels) with audio see a 12% higher conversion rate than other types of video content on the platform.
So, what sort of content should you post? What features are growing and what are stagnant? Let’s review some Facebook stats that break down some of the platform’s key features, like Facebook Stories, Reels and Messenger:
According to internal Facebook data, half a billion people use Facebook Stories each day and more than 1 billion Stories are shared every day across the Meta apps. Meanwhile, the feature attracts 4+ million advertisers every month.
This speaks to the popularity of the platform’s feature, making it a useful tool for brands to engage their audience.
On its own, Facebook Messenger boasts 194 million users in the US as of January 2025. That’s almost 200 million people you could potentially reach through ads on Messenger.
The popularity of Reels isn’t dying out anytime soon.
Last year, we learned that Reels see about 200 billion views daily across the Facebook family of apps. Fast-forward to 2025 and 3.5 billion Reels are shared daily across Meta.
With algorithms further pushing this format, Reels could help you gain visibility and engagement. Brands can’t afford to put this short-form video format on the back burner.
Facebook remains a key platform for influencer marketing, but how does it truly perform? While the platform boasts massive reach, engagement rates tend to be lower than on video-centric platforms like TikTok and Instagram. We’ve broken down the most critical insights from Sprout Social Influencer Marketing data on engagement, cost per post and audience interactions.
Engagement rate is one of the most telling metrics for influencer marketing success, as it reflects how audiences interact with content.
According to our Sprout Social Influencer Marketing data, the average engagement rate per post from a Facebook influencer in 2024 was 0.11%.
Engagement rates vary by post type:
This shows the growing dominance of short-form video content (Reels) for Facebook influencer marketing. As part of your influencer marketing strategy on this network, prioritize more dynamic and engaging video collaborations for maximum engagement. This, along with making sure your content is relevant to your target audience, can boost the engagement of your influencer marketing campaigns on Facebook.
Understanding pricing expectations is crucial for budgeting influencer marketing campaigns. Here’s a breakdown of the average cost per post based on Facebook influencer tier from 2024:
When compared with platforms like TikTok and Instagram, top-tier influencers on Facebook come with a higher price tag. But if you’re looking to maximize your budget, nano- and micro-influencers on Facebook can be a cost-effective entry point for influencer campaigns on this social network. Nano- and micro-influencers not only come at a lower cost per post but also have highly engaged, niche audiences and more genuine connections than creators with larger followings.
In 2024, the total Earned Media Value (EMV) of all Facebook influencer posts was valued at $63.1 billion, according to Sprout Influencer Marketing data.
With $63.1 billion in EMV on Facebook in 2024, you’ll see that influencer content is still a powerhouse for brand exposure. Even though engagement rates on the platform are relatively low, the impact is undeniable.
Global reach is a major advantage of Facebook, but engagement levels vary by region. Our Sprout Influencer Marketing data shows the top five countries with the highest engagement from Facebook influencer content in 2024:
The U.S. leads by a significant margin, but specifically Mexico and Brazil also show strong engagement levels. Facebook users in these regions are highly engaged with influencer content. This means localized partnerships for these target countries can drive stronger brand affinity and higher conversion rates.
These Facebook statistics show that the platform is thriving for marketers and consumers alike. We hope you have a better idea of what types of content, ads and messaging make the most sense for your brand and its specific audience. If you want to take your strategy to the next level when it comes to engagement and efficiency, check out these Facebook marketing tools that can help!
Reels on Meta (including Facebook and Instagram) account for 40.8% of social users’ video consumption. Across Facebook and Instagram, Reels earn about 200 billion daily views.
Usage across Meta’s family of apps (including Facebook) has grown quarter-over-quarter to 3.35 billion daily users as of Q4 2024. Facebook adoption slowed down last year, although the platform still hit 3 billion monthly active users by the end of Q4 2023. US Facebook users are still spending around 31 minutes per day on the platform.
As of January 2024, Facebook has a higher percentage of male users (56.8%) than female users (43.2%). The largest age demographic of Facebook users in the United States is between the ages of 25 and 34.
Brent Barnhart
Brent Barnhart is a professional writer and content critic. When he’s not battling the latest buzzwords, you can often find him strumming the nearest guitar. Feel free to bug him on Twitter or check out his website (brentwrites.com)
Read all articles by Brent Barnhart
Utilize Sprout’s Instagram integration to create, schedule, publish and engage with posts.
The 2026 Agency Pricing and Packaging Report
How to get verified on YouTube: Your complete guide for 2026
400+ Instagram captions and ideas to get you through every season in 2026
11 YouTube marketing tools to elevate your brand in 2026
Build and grow stronger relationships on social
Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.
