Facebook Ads are Changing, Here’s What you Need to Know

The Ever-Changing Forest of Facebook Advertising

When it comes to social networks, Facebook is by far the largest social network with over two billion active monthly users. This means that a lot of people are seeing Facebook ads every day. That’s great news for marketers. However, Facebook is always evolving, with algorithm changes, new tools, and shifting demographics. So, to market on the platform effectively, you must understand the latest statistics and how to leverage them as part of your marketing strategy.  Keeping up with the latest stats and how to act on them is part of our daily routine at Normal Bear.

Basic Stats

We already know that Facebook has over two billion active monthly users, but what other basic information is available?

  • Facebook is the third most-visited website, after Google and YouTube.
  • It’s the fifth most downloaded app in the Apple App store, and number two on Google Play.
  • As Facebook turns 16, we’re reminded that teens have grown up with Facebook. However, it’s important to note that younger users are moving away from the platform and increasingly prefer private and video messaging. 

So Who Uses Facebook?

To target effectively, you have to know who you’re talking to and where they hang out. As mentioned above, younger users are leaving Facebook for other platforms. So just who is using Facebook? The answers will inform your marketing strategy.

  • Only 51% of teens use Facebook. This is down from 71% in 2015. And only 10% say it’s the social platform they use most often.
  • When it comes to gender, 63% of men and 75% of women say they use the website.

Users among age groups:

    • 18–24: 76%
    • 25–29: 84%
    • 30–49: 79%
    • 50–64: 68%
    • 65+: 46%

It will be interesting to see how these demographics shift going forward.

  • Seniors are the fastest-growing group of Facebook users. eMarketer predicts that as teen usage drops, in 2020, Facebook will see a 7% growth in users 65 and over. In 2019, research found that those born in 1945 or earlier accounted for the largest increase in users – 37% versus 26% in 2018. 
  • Those who earn higher incomes, as well as college graduates are big Facebook users at 74%

Surprisingly, only 10.1% of Facebook users are in the U.S. or Canada. In Europe, it’s 15.9% and 41.5% in the Asia-Pacific region. Currently, 47.8% of Facebook’s ad revenue comes from the U.S. and Canada, based on an “estimation of the geographic location of our users when they perform a revenue-generating activity,” so there’s a lot of competition in North America. This can be good news: If you sell merchandise or digital products or services that can ship or be used internationally can reach the Asian-Pacific markets without a lot of competition.

How Do Users Utilize Facebook?

Almost 75% of users use Facebook daily, and about half log in a few times a day. When building your Facebook marketing strategy, keep this in mind and schedule posts in advance. Maintain a sharing schedule with a good balance of promotional posts and engaging, relationship-building content to create the most impact.

But there’s a paradox: Most Facebook users say that social media companies have too much control over the news on their sites, and that the role they play in delivering the news means a worse mix of news for users. This is something to keep a close eye on, but for now, Facebook is a valuable space to announce new product launches, campaigns, collaborations, or any other newsworthy event.

  • About 15% of Facebook users shop on the platform. To keep a balance between informative content and promotional posts, advertise your products in about 30% of your posts.
  • 300 million people use Facebook Stories daily. Stories have a strategic advantage – they appear at the top of the screen, which makes them an easy way to ensure your content is seen.
  • The average Facebook user likes 13 posts per month, makes five comments and shares one post. If you post compelling content that encourages engagement, it will help you get your share of likes, comments, and shares.

Note that 42% of Facebook users took a break from the platform in the last year. This means it’s important to plan your social marketing strategy to include multiple social networks to make sure you reach the largest number of fans with each post.

What About Business Stats?

About 90 million small businesses use Facebook, with most of them using free tools like Facebook Pages, groups, and Messenger. Organic reach faces increased challenges, but only 24.6% of pages currently use paid media. It’s predicted that 87.1% of U.S. marketers will use Facebook marketing in 2020. When it comes to advertising:

  • The average price for an ad decreased by 4% in Q2 2019. This is a change in the trend, which had seen ad prices increasing. 
  • The average Facebook user clicks on 11 ads per month. This Facebook stat shows that users pay attention to and engage with Facebook ads, rather than tuning them out, with women clicking on more ads than men.
  • 94% of Facebook’s advertising revenue comes from mobile. This makes it vitally important for your website to be mobile-friendly.
  • The platform accounts for 80.4% of U.S. social referral share to e-commerce sites

Click-throughs to a site where people can buy your products is an important social media metric that ties in with a concrete business objective.

Keep Up With the Changes

Ever-evolving algorithms can be tough for you to keep up with, but we’ve got your back. We cut through the social media noise and get you the attention your deserve, whether you’re trying to sell a product, reach potential clients or engage with customers. Together we can create platform-specific content and designed to hold attention and encourage action. We plan, implement, manage, and monitor your social strategy to increase brand awareness, improve marketing efforts, and increase sales. Keeping up-to-date has never been more important to your targeted marketing. At Normal Bear, we’re constantly researching and proactively planning. We use your best-performing social posts to create your search ads, track your ROI to find the best-performing platform, review your search queries, and create remarketing recommendations. For unbearably great results, reach out today.

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