6 Facebook Stats to Drive your 2018 Marketing Strategy

With 2.8 billion people using social media—37% of the world’s population—its power is clear. But just because you know you’ll find masses of people on social doesn’t mean you’ll automatically get your message in front of the right eyeballs. For that, you need to target demographics you know will be interested in your brand, and you can’t treat all social networks the same: Facebook users are markedly different from Snapchat users, and when users log on to LinkedIn, they’re not looking for the same things Instagram users are.

2.8 billion people, or 37% of the world's population, use social media.


Social media audience demographics unlock a detailed picture about users that can help marketers shape their strategy. At Spredfast, we understand the value of knowing who your audience is on social media and to that end, our 2018 Social Audience Guide presents audience information for a number of social networks in an easily digestible infographic form. Here, though, we thought we'd take an even deeper dive into the demographics of people on Facebook, the inarguable giant of the social media world.

To succeed on Facebook, you’ll need more than excellent content and a perfectly calibrated publishing schedule. You’ll also need to understand who’s using Facebook and how, why users log on when they do and what users are looking for when they get there. The following six statistics will help your marketing team hone your 2018 strategy and ensure your content reaches further and engages successfully:

1. Over 2 billion monthly active users and 1.4 billion daily active users are on Facebook

(Source: Facebook)

As of December 2017, almost 30% of the world’s population uses Facebook each month. These numbers are impressive all on their own, but when you look at the numbers of monthly active users on other top social platforms, Facebook’s dominance becomes even more apparent:

  • At the end of Q4 2017, Twitter had 330 million monthly active users (15% of Facebook’s total)
  • At the end of Q4 2017, Instagram, part of the Facebook family, had 800 million monthly active users (37% of Facebook’s total)
  • At the end of Q4 2017, Snapchat had 187 million monthly active users (just 8% of Facebook’s total)

The takeaway: Since the social media network launched, Facebook’s active user base has only ever grown, and though we can’t predict the future, for now, Facebook’s reach is clear. The numbers tell us brands need an active Facebook presence. For more on how distinguish who you are speaking to, read on:

2. Facebook is the Number One Platform for Adults

(Source: Pew Research Center)

In the U.S., 68% of adults use Facebook while 35% use Instagram, 25% use LinkedIn, and 24% use Twitter. The usage numbers for other social platforms are respectable, but it’s clear that Facebook is where the action is, especially for adults.

The takeaway: Whomever your brand is hoping to reach on social, you’re likely to find them on Facebook.

Whomever your brand is hoping to reach on social, you're likely to find them on Facebook.


3. Sixty-five percent of Adults between 50 and 64 use Facebook

(Source: Pew Research Center)

When we look more closely at the age groups of adults using Facebook, we can see that younger adults have the strongest presence, but even seniors are using the network in high numbers:

  • 81% of adults between 18 and 29 use Facebook
  • 78% of adults between 30 and 49 use Facebook
  • 41% of adults 65+ use Facebook

The takeaway: If you’re looking for millennials, you’ll find them on Facebook. But though younger adults tend to be the flashiest marketing targets, don’t discount adults over 50—you’ll find them in big numbers on Facebook, too. Because they tend to use social differently than their younger cohorts, it’s worth creating a marketing strategy just for older adults. For example, adults over 50 tend to like to repost content rather than directly share their own opinions, and marketers who create easily shareable content are therefore more likely to capture the attention of this demographic.

4. Facebook User are Likely to Have at Least Some College

(Source: Pew Research Center)

More than three-quarters of Facebook users in the U.S.—77%—are college graduates, and 71% have some college. Facebook users are more highly educated than users on any other social platform, including LinkedIn, where just 50% of users have graduated college and 22% have some college.

The takeaway: Facebook offers an opportunity for marketers to create and share content that will resonate with a more educated audience.

5. Facebook is Truly Global: 89% of Monthly Active Users are Outside the U.S. and Canada

(Source: Facebook)

Facebook users in the U.S. and Canada account for just 11% of the world’s population of monthly active users, meaning that brands will find a global audience on the network. What’s more, Facebook supports more than 70 languages, meaning global brands have a lot of options for engagement.

The takeaway: Experimenting with global audiences could uncover surprising engagement opportunities.

6. Seventy-Five Percent of Facebook Users Spend 20 Minutes or More on the Network Each Day

(Source: Spredfast)

And, the average user spends 35 minutes each day on Facebook. Marketers have more time to reach users on Facebook, and new platforms like Facebook Watch aim to increase the amount of time users spend on the social network—good news for marketers.

The takeaway: If you’re thinking of experimenting with content that would keep users engaged longer, Facebook audiences are likely to be open to it as they’re already spending quite a bit of time on the platform.

Social networking didn’t begin with Facebook, but Facebook reaches more people than any other network ever has. There’s no doubt your audience is on the network, and statistics like the above will help you find them.

For more stats about Facebook users, check out our 2018 Social Audience Guide—you’ll also find audience stats about Snapchat, Instagram, Twitter, Pinterest, and YouTube users.

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Jaime Netzer is Spredfast's Senior Content Marketing Manager, leading content operations. A Lawrence, Kansas native, she traded seasons for breakfast tacos seven years ago and hasn't looked back since. Also a fiction writer and journalist, Jaime tweets semi-regularly and reads constantly.