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Facebook marketing - statistics & facts

Facebook is the most popular social network worldwide, outperforming every other contester for reach and active users. After nearly two decades of constant growth, the number of Facebook users is on track to reaching the three-billion threshold, providing a wealth of opportunities for brands and businesses of all sizes. Facebook marketing has become a staple in nearly every social media marketer’s playbook, and in 2021, Facebook’s advertising revenue surpassed 114 billion U.S. dollars. This figure marked an annual increase of 35 percent and represented more than 60 percent of the social media ad revenue worldwide.

Facebook marketing at a glance

Facebook has long remained the most popular social media platform used by marketers. In 2021, roughly 93 percent of marketing specialists stated that they used Facebook as part of their digital campaigns. Facebook’s number one selling point is its vast international user base, but in addition to that, the company has also expanded the catalog of marketing opportunities available on the platform. Businesses can place ads on Facebook's right-hand column, Facebook Marketplace, Messenger, and Stories, to name just a few. According to recent industry reports, marketers uploaded an average of 5.5 brand posts to Facebook per week in 2020, while video posts generated the highest user engagement of all. So which company is leveraging Facebook marketing most effectively? In 2021, Samsung was the product brand with the most followers on Facebook (outside of Facebook itself). And yet, data shows that marketers are slowly diversifying away from the social network giant in favor of more trendy and dynamic platforms. Some 13 percent of surveyed marketing experts planned to decrease Facebook marketing activities after 2022, ringing in a new era for the world’s former social media marketing prodigy.

Does marketing on Facebook have a future?

While Facebook can be considered the blueprint for social media marketing, it has forfeited its long-running monopoly on the global marketing scene. New social channels are springing up around the world, and seeing that Facebook is gradually losing appeal with young audiences, it will be interesting to see which channels marketers will focus on in the future. For now, Facebook subsidiary Instagram is arguably the most popular alternative. Instagram was the most-used social media destination for marketers outside of Facebook in 2020, while also being voted the most popular platform for influencer marketing in a global survey. When asked about the future use of social media marketing, over 60 percent of industry experts stated that they planned to increase Instagram usage in the following year. As for non-Facebook-owned apps, YouTube will likely play a more prominent role in marketers’ toolboxes in the future. But while TikTok was the app that saw the largest user influx in recent years, marketers are only slowly catching on to the hype.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Valentina Dencheva, Jan 6, 2023

Key insights

Social media ad spend worldwide
181bn USD
Meta's ad revenue worldwide
113bn USD
Number of Facebook users worldwide
2.96bn
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