Facebook may not dominate influencer marketing conversations the way Instagram or TikTok do, but it remains the most popular social media platform, with 3.07 billion monthly active users worldwide.
This article includes key Facebook statistics marketers and influencers need to know, including demographics, user locations, influencer marketing stats, and more.
Facebook started in a Harvard dorm room in 2004 and is now one of the largest platforms in the world.
According to Statista data from October 2025, Facebook leads all social networks globally with 3.07 billion monthly active users, ahead of WhatsApp and Instagram (both at 3 billion), YouTube at 2.58 billion and TikTok at 1.99 billion.
Here is a breakdown of the key global Facebook statistics:
Nearly 40% of the world's population uses Facebook every month, and more than a quarter open the app on any given day.
Almost all (98.5%) Facebook users access the app using a mobile device, making it one of the most mobile-dominant platforms.
Facebook, like most social media platforms bar Twitter/X, still has a growing user base. Facebook's audience grew by 5.7% between 2024 and 2025, according to Statista. Much of this growth stems from emerging markets rather than Europe.
In the UK, Facebook anecdotally feels like the network of choice for older age groups, with younger people preferring TikTok, YouTube, and Instagram. In reality, young people make up the majority of the user base.
Here are the Facebook stats for its global users' age groups:
The UK data mirrors this. 25% of UK users are aged 25-34, and the majority are younger than 44.
Approximately 55% of the global user base is male, and the largest single demographic is males aged 25-34, who make up 18% of the global user base.
According to Statista, the location of the Facebook user base is:
India is the country in the world with the most Facebook followers. The UK is ranked twelfth, with 38 million people using the social media platform. That's 56% of the UK population.
Companies need to understand who is on the platform to direct their Facebook marketing strategies.
But the key questions for brands are: How are people using the platform? Which formats (Reels, Stories, or posts) are most effective? What's the best time to post? What is the average engagement rate?
According to Forbes, Facebook has a brand value of $70 billion, the fifth biggest worldwide. 58% of UK brands run influencer campaigns on Facebook, making it the fourth most used platform behind Instagram (92%), TikTok (80%) and YouTube (59%), according to the Kolsquare State of Influencer Marketing in Europe 2025 report.
But can Facebook offer brands the same growth through influencer marketing? Let's explore some Facebook stats for marketers.
User numbers continue to grow, but time spent on the platform is declining. According to eMarketer, the average time spent on Facebook per day is now 34 minutes among US adults, down from 54 minutes in 2024. That is a significant drop, driven largely by competition from short-form video platforms.
TikTok remains the most time-consuming platform, with users spending an average of 47 minutes per day on it. Facebook now ranks third for daily time spent, behind TikTok and Instagram.
The demographic picture tells an important story for marketers. Younger users check in briefly — those aged 18 to 35 spend around 24 minutes on the platform daily on average. Older users are far more engaged, with the 55 to 64 age group spending up to 45 minutes on Facebook each day, more than they spend on any other platform. This age skew helps explain the widespread perception of Facebook as a channel for older audiences.
Only 3% of Gen Z identify Facebook as their favourite platform, with the majority preferring TikTok, Instagram and Snapchat. For brands targeting younger audiences, this matters — but for brands targeting adults over 35, Facebook remains one of the most effective platforms available.
Regardless of age group, 98.5% of users access Facebook through a mobile phone or tablet. Any campaign creative, landing page or call to action built for Facebook should be designed for mobile first.
Facebook can hardly be seen as a single network, because it's easy for Facebook users to repost their Instagram content.
That may indicate that people use Facebook and Instagram for similar reasons. Here's what the data suggests:
Despite Facebook's enormous user base, the average engagement rate across the platform is just 0.063%. Top-performing brands reach an average of 0.19%. Understanding which format drives the strongest results for your specific goal is the key to closing that gap.
Posts remain the foundation of any Facebook content strategy. They are best suited for driving direct customer interaction, sharing links and building community through comments and shares. Brands can share text posts, videos or images.
Each week, one billion users message a business via Facebook. According to Meta, brands that actively respond to messages and comments on their posts increase their chances of converting enquiries into sales by up to 53%.
Tip: Embedding Facebook Messenger Live Chat on your website can enhance customer service and potentially increase conversion rates by the same margin.
Facebook Reels are the platform's fastest-growing content format and one of the most effective for reaching new audiences. Short-form video content now drives double-digit year-on-year growth in video views on Facebook, and the algorithm actively promotes Reels to non-followers. For brands, Reels work best for product demonstrations, behind-the-scenes content, and culturally relevant short-form storytelling.
Stories are one of the most underused formats for brand advertising on Facebook. There are four million advertisers using Stories, and each of the Stories experiences across Facebook, Messenger, Instagram and WhatsApp have more than 500 million people using them every day.
According to Meta's own Stories ad format page:
When users were asked what they wanted from brand Stories, the priorities were clear:
Stories work because they are fast, authentic and easily digestible. For brands, the format rewards brevity and directness over polish.
As you know, the digital world of social media is changing rapidly, but right now, influencer marketing on the platform is definitely a lucrative way to target a specific audience.
Facebook has also become a popular platform for businesses, with over 200 million businesses having Facebook pages. This number includes both small and large names, demonstrating the platform's versatility for businesses of all sizes.
1. Samsung: Samsung has over 160 million followers on Facebook and uses the platform for both product launches and customer support. Facebook Live broadcasts of product launches have become a signature tactic, generating significant buzz and direct engagement from followers in real time.
2. Coca-Cola: With over 107 million followers, Coca-Cola uses Facebook to connect its products to positive emotions through video, photography and community-driven campaigns. Its "Share a Coke" campaign is a well-cited example of user-generated content done well — encouraging customers to post photos with personalised bottles and creating a wave of organic engagement.
3. Nike: Nike's 90 million-plus Facebook following reflects the brand's consistent investment in purpose-driven content. Campaigns such as "Equality," which promoted diversity and inclusion in sport, demonstrate how brands can use Facebook to strengthen their values-based positioning alongside product marketing.
4. McDonald’s: McDonald's uses Facebook to balance promotional content with humour and behind-the-scenes storytelling. Limited-time offers and promotions are a consistent driver of engagement, while the brand's tone keeps followers coming back outside of campaign periods.
5. BMW: BMW's Facebook presence is built around visual storytelling and product experience. The brand has used 360-degree video to let potential customers explore new models digitally — a format particularly well suited to high-consideration purchases where detail and aspiration both matter.
These brands know how to leverage the potential of Facebook, although you should note that the number of followers is not necessarily the only metric used to determine the success of a brand’s Facebook presence. Engagement rates, click-through rates, and other factors also play a role in evaluating the performance of your influencer marketing campaign.
Here are seven key engagement, influencer marketing and usage statistics from this article to aid your Facebook marketing strategy:
3.07 billion, making Facebook the most-used social platform globally, ahead of WhatsApp and Instagram at 3 billion each.
2.15 billion, with 69% of monthly users returning to the platform every day.
Meta generated $56.31 billion in revenue in Q1 2026 alone, a 33% year-on-year increase, with advertising accounting for $55.02 billion of that total. Ad impressions grew 19% year-on-year and average price per ad increased by 12%.
The median engagement rate on Facebook is 0.063%, with top brands reaching up to 0.19%. 58% of users browse a brand's website after seeing a product in a Facebook Story, 50% visit purchase sites and 31% go in-store .
One billion users message a business each week via Facebook, with active responses increasing conversion rates by up to 53%.
The largest user demographic is 25 to 34-year-olds, comprising 31% of the global user base.
Facebook's parent company Meta was valued at approximately $1.4 trillion in early 2026, making it one of the most valuable companies in the world. Meta generated $200.97 billion in revenue in 2025, with the vast majority coming from advertising across its Family of Apps.
Tracking Facebook performance effectively requires a combination of native tools and third-party platforms.
Facebook's native tools give you direct access to your own page and campaign data. Facebook Insights shows reach, engagement, follower demographics and gender distribution for your page. The Facebook App's built-in analytics also provides post-level data including link post performance, reach by device and audience activity times. For paid campaigns, Meta Ads Manager gives full data on impressions, click-through rates, cost per result and conversion tracking across mobile devices and desktop.
For broader market intelligence, platforms like Kolsquare allow brands to go beyond their own page data and analyse creator performance across Facebook and other networks. Rather than relying on surface metrics like follower count, Kolsquare surfaces engagement rate, audience credibility scores and demographic breakdowns — including gender distribution and location — helping brands identify whether a creator's audience is genuine or inflated with fake Facebook accounts. Creators with fewer followers but highly engaged, credible communities often deliver stronger business impact than larger accounts with passive audiences.
Over the last decade, Facebook has evolved from a simple social network founded by Mark Zuckerberg in a Harvard dorm room into a multi-billion dollar company central to global digital advertising. Understanding its statistics — from annual revenue and net income to community building metrics and Facebook Groups engagement — is essential for any brand serious about the platform.
For the most reliable and up-to-date Facebook data, the best primary sources are Meta's official investor relations reports, DataReportal's annual Digital 2026 report and Statista. For creator and influencer-specific data, Kolsquare's platform gives brands access to real-time performance intelligence across social media companies and platforms.
Facebook retains a meaningful role in UK influencer marketing, 58% of UK brands run campaigns on the platform, and most of the UK population has an active Facebook account. The audience is there. The question is whether you are reaching the right people within it.
Finding creators whose audiences genuinely align with your target market, assessing their engagement quality and managing campaign performance across multiple platforms takes significant time without the right tools.
Kolsquare gives you access to a searchable database of over four million creators, filterable by engagement rate, audience demographics, credibility score and platform. You can identify the right Facebook influencers for your next campaign quickly, manage outreach and reporting in one place, and measure results against your broader marketing goals.
Book a free demo today to see how Kolsquare can support your Facebook influencer marketing strategy.
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
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