Facebook may no longer be at the top of your list of networks for influencer marketing, but it remains the most used social platform in the world in 2023. With 2.93 billion monthly active users, Facebook is also the seventh most valuable brand in the world and the third most visited website. That's why we've compiled key statistics for all marketers and influencers so you know how to take advantage of Facebook's changing demographics and promotional efforts for your next Influencer Marketing campaign.
67% of the considerable number of monthly users are active on a daily basis and spend an average of 19.7 hours per month on the platform. The network is particularly popular with men between the ages of 25 and 44. In contrast, 7% of GenZers still plan to delete their account on Facebook this year. This may also be in response to the fact that only 18% of American Facebook users believe the platform protects their privacy and data.
Accordingly, it is important for brands and their marketers to understand for which audience Facebook will remain an important communication channel and who they can work with in 2023.
Despite the challenges Facebook seemed to face in 2022 – including users’ privacy concerns and insufficient data protection – Facebook’s user base continues to grow. The network founded by Mark Zuckerberg now has 2.93 billion monthly active users, an increase of 1.3% year-on-year (= 39 million users).
For brands that want to address a diverse, broad-based target group through influencer marketing, Facebook continues to be an important part of any social marketing strategy. For example, 36.7% of the world’s population currently uses Facebook on a monthly basis, with 47% being 13 years or older. As already addressed, Facebook can hardly be seen as a single network. Instead, you should understand the big picture of the tech giants as 70% of internet users worldwide are active on at least one Meta-platform.
While Facebook has a brand value of $101.2 billion (= 95.39 billion euros) and thus ranks seventh globally, its share price fluctuated in 2022. The brand value does not represent the value of the brand itself and is not identical to the share value. Incidentally, the most valuable brand in the world is Apple, with an estimated brand value of $355.08 billion (= 334.71 billion euros).
In terms of the number of website visits, Facebook.com ranks third worldwide, behind Google and YouTube. However, it should be noted that this only takes into account web usage and not app usage. Speaking of app usage, Facebook is the second most used app worldwide in terms of total usage time, trailing only YouTube.
For businesses, the following statistics on Facebook are interesting: one billion users write messages to a business every week, which is why you should definitely reply to direct messages and comments on your Facebook page(s). This increases the probability of a sale by 53%. Kolsquare tip: Add Facebook Messenger Live Chat to your web pages to improve customer service and conversion rates.
These statistics about Facebook speak for themselves and prove that the platform is not old news, at least not in 2023. 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. As such, Facebook has also become a popular platform for businesses, with over 200 million businesses present on the platform. This number includes both small and big names, proving the versatility of the platform in terms of businesses of all sizes.
1. Samsung – With over 160 million followers, Samsung has a strong presence on Facebook and uses the network not only to introduce new products, but also to provide customer support. For example, Samsung uses Facebook Live to broadcast product launches, which has created a lot of buzz and excitement among followers. Read more about Facebook Live and how you can use real-time broadcasts for your strategy here.
2. Coca-Cola – Over 107 million accounts follow the American soft drink brand on Facebook. Generally known for creative and engaging content, the brand uses Facebook to share videos, photos and posts that are fun and link its products to positive emotions. For example, it launched the “Share a Coke” campaign, which encouraged customers to share photos of themselves holding Coca-Cola bottles with their name on them, resulting in a lot of user-generated content and engagement.
3. Nike – Who doesn’t know Nike? The name precedes the company, so it’s hardly surprising that the fitness brand has over 90 million followers on Facebook. Similar to Coca-Cola, Nike also wants to inspire and motivate with its content shared on Facebook. For example, Nike launched the “Equality” campaign, which promotes diversity and inclusion in sports on Facebook, which was well received by followers and generally boosted the CSR’s reputation.
4. McDonald’s – “I’m lovin it” – anyone who doesn’t know the phrase with its short, catchy melody is probably not one of McDonald’s more than 78 million followers on Facebook. The fast food company also uses the platform for funny content, including behind-the-scenes insights. For example, limited-time offers and promotions are advertised on Facebook to encourage customers to visit the restaurants and generate a high level of engagement.
5. BMW – Bavarian automaker BMW has over 23 million followers on Facebook and is known for its elegant and stylish content. The company uses Facebook to showcase new cars, promote brand values, and engage with potential (new) customers. For example, a 360-degree video of a car allows customers to discover the products in a completely new digital way.
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.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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