Lists of the best key elements
1. Undisputed Social Media Leader
- With 2.96 billion monthly active users at the end of 2023, Facebook is the world's No. 1 social network.
- 40.7% of the world's population is on Facebook.
- Facebook is the 3rd most visited website in the world behind Google and YouTube.
- 71,920 people work at Facebook around the world.
- 100 billion messages are exchanged every day via the group's apps (Facebook, Instagram, WhatsApp, etc.).
The social network Facebook reigns unconditionally in the world of social media. With a user base approaching 3 billion and a presence in every country in the world, the network has become indispensable in our connected lives.
A global success that is reflected in a turnover and a colossal workforce at the service of permanent innovation.
2. Audience Demographics
- Nearly 2 billion people connect to Facebook every day.
- 91% connect via mobile.
- 62% of users are under the age of 35 but those aged 65 and over are on the rise sharply.
- 74% have a high income.
- Internet users spend an average of 38 minutes per day on Facebook.
Far from the cliches, Facebook's audience could not be more varied.
While young people and CSP+ remain central, the platform now appeals to all generations and all social categories. With such high connection times, Facebook is more integrated into the daily lives of Internet users than ever. A gold mine for advertisers.
3. Social media ads
- Facebook generated $117.9 billion in advertising revenue in 2023
- 98% of this revenue comes from mobile ads.
- Videos represent 82% of the best performing content.
- 90 million SMEs are present on Facebook but only 7 million are active advertisers.
- Stories attract 300 million daily users.
With ultra-fine targeting, innovative formats such as stories and a predominance of video, Facebook's advertising platform offers unparalleled potential for brands to promote their products and services.
While large companies have massively invested in this field, SMEs are still insufficiently exploiting it.
However, the levers of engagement and conversion are numerous for those who know how to orchestrate relevant campaigns.
4. Interactions
- 64% of users prefer to contact a business via Facebook Messenger rather than by phone.
- 60% are ready to receive private messages from brands.
- 45% use chat to get information before buying.
- The most used reaction emoji is “I love it”, popular in more than 50% of cases.
- The average user clicks on 8 Facebook ads per month.
Beyond traditional promotion, Facebook is becoming a fully-fledged customer relationship channel, at the service of the famous “conversational commerce”.
The possibilities of engaging directly with consumers are multiplying, from chat to comments to reactions.
A unique opportunity to build more authentic relationships while generating additional sales.
5. Global presence
- Facebook also owns Instagram, WhatsApp, Messenger, and Oculus VR.
- 43% of Americans use Facebook for information.
- Facebook removed 583 million fake accounts in Q1 2023 alone.
- The network is available in 111 languages.
- The most popular Facebook page has 213 million likes
The influence of the social network Facebook goes well beyond its application alone. With its ecosystem of apps and platforms, the group influences entire areas of our connected lives: entertainment, information, virtual reality...
A hegemony that raises regulatory questions but also promises exciting innovations in the future.
6. There is still a long way to go
- The average organic reach of a Facebook post is around 2%.
- Only 18% of the best content is images compared to 82% videos.
- Only 2 million active advertisers use the popular stories format.
- The average price of a Facebook ad fell by 5% at the end of 2023.
- 40% of users don't like any brand page.
Despite its overwhelming dominance, Facebook has not yet exhausted its marketing potential.
While the algorithm favors paid content and innovative formats like video and stories more than ever, many advertisers are still struggling to take advantage of them.
As for organic approaches, they require increased expertise in order to hope to reach an audience that has become demanding. So many challenges to be taken up without delay!
7. Facebook Pages: Unmissable Brand Showcases
- More than 200 million companies (large companies, VSE/SMEs, SMIs, etc.) use Facebook pages with Business Manager
- 1.6 billion people are connected to an SME via Facebook.
- Page video posts generate an average of 59% more interactions.
- Posts published on Wednesdays between 11 am and 12 pm get the most engagement.
- A page has an average of 2 administrators.
Real digital showcases, Facebook pages have become essential for businesses of all sizes.
They allow you to present your business, share your news and interact directly with a community of customers and prospects.
But in a context of continuous decline in organic reach, managing a successful page requires real know-how: choice of formats, pace of publication, brand tone...
Each lever counts in order to stand out and generate commitment.
8. Facebook Groups: New Community Spaces
- There are over 10 million active Facebook groups.
- 1.8 billion people use the groups every month.
- On average, a user is a member of 16 groups with a random number of people.
- But it only interacts actively in 4 groups.
- More than 70 million administrators and moderators (community managers) lead communities.
Facebook groups are spaces for exchange and discussion between people sharing the same interests, and are becoming increasingly popular.
Whether public or private, they allow brands to engage in a more direct and authentic conversation with their most loyal fans.
9. Facebook: A Lead Generating Machine
- Lead Ads allow you to gather customer information directly on Facebook.
- The average conversion rate for Facebook ads is 9.21% for B2B and 14.29% for B2C.
- A well-run advertising campaign can generate up to 4 times more leads.
- Integrating a form into an advertisement increases the conversion rate by 30%.
- Ads that evoke positive emotions see their lead generation rate jump by 23%.
For many businesses, Facebook has become a preferred channel for capturing new leads and feeding their sales pipeline.
Thanks to its multiple targeting options and dedicated formats such as Lead Ads, the platform offers all the tools necessary to precisely reach its core target audience and encourage them to leave their contact details.
Choosing the right visuals, optimizing your message, appointments, and conversion funnel is necessary to increase turnover.
10. Facebook, Pioneer of the Metaverse
For several years, Facebook has been banking heavily on the metaverse, this immersive and persistent universe accessible via virtual reality and augmented reality.
The commercial success of its Quest VR headset and the launch of its Horizon Worlds platform mark a new stage in the democratization of these technologies. Ultimately, the web giant aims to create a new paradigm, where social and economic interactions will take place through 3D avatars.
- Facebook invested over $10 billion in metaverse R&D in 2021.
- The company even changed its name in 2022 to become Meta, marking its strategic shift.
- Sales of the Quest 2 headphones jumped by 240% in 2023, exceeding 17 million units sold.
- Over 300 VR apps on the Quest store have generated over $1 million in revenue.
- Horizon Worlds, Meta's metaverse, already has over 500,000 active users.
- 60% of consumers would be interested in shopping via the metaverse.
- Advertising spending in the metaverse could reach $200 billion by 2027.
- Nike, Gucci and Coca-Cola have already invested in metaverse experiences.
- Meta has launched a dedicated marketplace to sell virtual accessories on Horizon Worlds.
- Meta's smart glasses, the “Meta Glasses”, were launched in 2024 with a partnership with Rayban.
Beyond the general public, the metaverse opens up new perspectives for brands. Immersive events, digital collectibles, new shopping experiences...
The possibilities are endless to reinvent your customer relationship and position yourself in these new markets. With its Meta Glasses, the group also intends to popularize augmented reality and offer new media spaces to advertisers.
11. Meta stock market valuation (Facebook)
With a market capitalization of $469 billion in May 2023, Meta (formerly Facebook) is one of the most valuable companies in the world.
Despite a 25% drop in its share price in 2022 following disappointing results and repeated controversies, the social media giant remains a heavyweight in the financial markets.
Its annual turnover of 117 billion dollars, its high profitability and its steady growth make it a safe bet for many investors.
But in the face of growing challenges in terms of regulation, competition and changes in uses, Meta's stock market future remains under close surveillance. Its strategic bet on the metaverse will be particularly scrutinized by analysts in the coming quarters.
One thing is certain: Mark Zuckerberg's every move will continue to have a significant impact on the valorization of this tech juggernaut.
What are the content formats on Facebook?
The social network Facebook offers a variety of publishing formats to allow users and businesses to share content that engages its communities.
Here is an overview of the main formats available:
1. Text publications
Text posts are the simplest and allow you to share updates, thoughts, or questions.
2. Publications Image
Photo posts include one or more images. Here's how to use them effectively:
- Upload an image : From your computer or mobile device.
- Create a photo album : Great for events, trips, or product collections.
Recommended dimensions:
- Single image: 1200 x 630 pixels
- Photo album: 1200 x 1200 pixels per image
3. Video publications
Videos can be uploaded directly to Facebook or streamed live via Facebook Live. They can include captions, subtitles, and interactive elements.
Recommended dimensions:
- Standard video size: 1280 x 720 pixels (720p)
- Duration: Up to 240 minutes
- Ratio: 16:9 (horizontal), 9:16 (vertical)
4. Publications Carousel
Publications Carousel
Carousels allow multiple images or videos to be shared in a single post that users can scroll through.
Recommended dimensions:
- Pictures: 1080 x 1080 pixels
- Video: 1080 x 1080 pixels
5. Stories
Stories are vertical photos or videos that disappear after 24 hours. They can include filters, texts, GIFs, and interactive polls.
Recommended dimensions:
- Image and video size: 1080 x 1920 pixels
- Video length: Up to 20 seconds per segment
6. Publications Link
Link posts allow you to share a link to an external website with an image and description automatically generated by Facebook.
Recommended dimensions:
- Link image: 1200 x 628 pixels
7. Publications Event
Event posts allow you to create events to invite friends, fans, or customers.
Recommended dimensions:
- Event cover image: 1920 x 1080 pixels
To maximize the impact of your Facebook posts, it's important to choose the format that best fits your content and goals.
By using the right dimensions and exploiting all the features available, you can effectively engage your audience.
Best time to post on Facebook
Posting to Facebook at the right time can significantly increase the reach and engagement of your posts.
Here are the recommended times to post to the social network Facebook on this dashboard:
Ideal publishing hours
- During the week (Monday to Friday)
- Morning: 9 am - 11 am : Users start their day and check their social networks.
- Afternoon: 13:00 - 15:00 : During lunch or afternoon breaks.
- Evening: 19:00 - 21:00 : Users are back home and more active online.
- Weekends (Saturday and Sunday)
- Morning: 10 am - 12 am : Users take their time to explore interesting content.
- Afternoon: 13:00 - 16:00 : The moments of relaxation continue and the users are more active.
Days of the week
- Wednesday and Thursday : Considered to be the most active days on Facebook, ideal for publishing varied content.
- Sunday : Another very active day, often used for leisure and entertainment content.
By following these recommendations, you can maximize the reach and engagement of your Facebook posts.
Most used hashtags on Facebook
Hashtags can help increase the visibility of your posts on Facebook by making them easier to discover.
Here are some of the most popular hashtags on the platform:
- #Love: The #Love hashtag is used to share special moments, messages of love, and inspiring stories. It is one of the most popular hashtags on all social media platforms.
- #Fashion: Facebook users use #Fashion to keep up with the latest fashion trends, discover new styles, and share their own outfits.
- #PhotoOfTheDay: The hashtag #PhotoOfTheDay is used to highlight spectacular photos taken by users, ranging from landscapes to moments in daily life.
- #TBT (Throwback Thursday): #TBT is a popular hashtag used to share memories and old photos, often on Thursdays.
- #Travel: #Travel is used to share travel photos, dream destinations, and travel tips.
- #Fitness: Sports and wellness enthusiasts use #Fitness to share workout routines, fitness tips, and personal results.
- #Food: Foodies and home cooks use #Food to share recipes, food photos, and restaurant reviews.
- #Inspiration: #Inspiration is used to share motivational quotes, inspiring stories, and positive messages.
- #Nature: This hashtag is used to share photos and videos of natural landscapes, animals, and other natural wonders.
- #Tech: Tech lovers use #Tech to discuss the latest innovations, gadgets, and new technologies.
By using these popular hashtags, you can increase the reach of your posts and engage a larger audience on Facebook.
Ranking the most popular Facebook accounts
Facebook is home to some of the most influential accounts in the world.
Here is a list of the most popular Facebook pages, known for their huge number of followers and their ability to generate high engagement:
- Cristiano Ronaldo : Portuguese soccer player Cristiano Ronaldo is one of the most followed athletes on Facebook, sharing career updates, personal photos, and partnerships.
- Shakira: Colombian singer Shakira is very active on Facebook, sharing music videos, personal moments, and causes she supports.
- Will Smith: American actor Will Smith uses Facebook to interact with fans, share movie trailers, and moments from his personal life.
- Real Madrid C.F.: Spanish soccer club Real Madrid uses its Facebook page to share team news, match videos, and live updates.
- Eminem: American rapper Eminem is followed by millions of fans, sharing music updates, videos, and moments from his career.
- Lionel Messi: The Argentine striker Lionel Messi, like Cristiano Ronaldo, is an iconic figure in football and shares moments from his career and personal life.
- Michael Jackson: Michael Jackson's official page continues to draw millions of fans, sharing music videos, moments from his legendary career, and tributes.
- Taylor Swift: American singer Taylor Swift uses her page to share music news, performance videos, and personal moments.
- Coca-Cola: The Coca-Cola soft drink brand uses Facebook to engage with consumers, share advertising campaigns and brand moments.
- Katy Perry: American singer Katy Perry is followed by millions, sharing music videos, personal updates and fan interactions.
These accounts show how celebrities, athletes, and brands can use Facebook to connect with fans and create engaged communities.
FAQs
How many Facebook users are there in the world?
At the end of 2023, Facebook had 2.96 billion active users every month across the globe.
How many businesses use Facebook for their business?
90 million SMEs are present on Facebook around the world. But only 7 million are active advertisers.
What are the most effective advertising formats on Facebook?
Videos represent 82% of the top-performing sponsored content. Stories attract 300 million users every day while Messenger ads have record engagement rates.
Conclusion
Nearly 20 years after its beginnings in a student room, Facebook continues to profoundly shape the way we live and consume.
Having become a tech giant with multiple ramifications, the group is staying ahead of the curve and is already looking forward to the future with the development of the metaverse.
For marketers, the challenge remains daunting: how to capture the attention of a highly sought-after audience in search of transparency and authenticity?
More than ever, the key lies in a detailed knowledge of the codes, trends and functionalities of the various platforms. Because in this changing ecosystem, only brands that are able to demonstrate agility and creativity will do well. Ready to take on the challenge?
