Most companies know that Facebook marketing is important. But as a marketer, do you know why or what elements of Facebook marketing are most valuable to you?
If you don't know, it doesn't matter. After all, marketing trends are changing rapidly, and Facebook all the more. It’s really hard to keep up with all the changes, and you need to figure out what these changes mean.
Fortunately, there are a large number of case studies and Facebook articles that are published on a regular basis, including user behavior and plenty of data that has an impact on marketers and businesses. This article displays the statistics that can help you plan your 2019 online marketing strategy and make your Facebook ads successful.
This data type is divided into 5 categories:
- Facebook demographics and usage
- Facebook universal marketing statistics
- Facebook uses device statistics (mobile device trends)
- Facebook advertising statistics
- Facebook video marketing statistics
Facebook demographics and usage
Knowing who uses Facebook and their usage habits is an important guideline for deciding which marketing strategy companies should choose.
The following are demographic data that need attention.
As of September 2018, there were 1.49 billion active users on Facebook every day.
Facebook usage continues to grow, which means that companies are likely to connect with most of their target audience through Facebook.
Facebook users visit the site or app eight times a day on average.
Though this may mean that users just open the app and swipe it quickly, still advertisers have eight opportunities a day to attract users' attention, whether through natural or paid marketing.
People spend an average of 35 minutes a day on Facebook.
Users spend so much time on the platform, not just browsing and sliding after each login. People are using this platform to participate, socialize and connect.
There are more than 150 million viewers per day in Facebook Stories.
Although this seems to be only a small fraction of Facebook's total daily users, it still accounts for a large percentage, especially considering that Facebook Stories are growing. Companies are advised to use Facebook Stories more because it can help you solve problems with limited natural coverage, increase user engagement and ensure that your audience can see your content on a regular basis.
Facebook Universal Marketing Statistics
As we all know, Facebook has a great opportunity to connect with the audience, so let's take a look at a few general marketing statistics. Here will list some relevant data about purchasing behavior, marketing behavior and so on.
39% of users will follow the Facebook page for special offers.
If something is beneficial to people, most people will take concrete actions, and it turns out that getting the page followers is no exception. If you want to grow your homepage attention, try hosting a contest, holding a sweepstakes or creating an official Facebook offer to drive more homepage attention.
If you really need to increase your followers, be sure to upgrade your post (Boost post) or convert it to a paid ad for maximum visibility.
57% of consumers said that social media influences their shopping intentions.
Of the 57% of consumers, up to 44% said Facebook has the most influence.
This is mainly because people use social media differently than they used to before. For many users, Facebook is a search engine and search tool. The ability to quickly view large amounts of social evidence and comments after discovering a brand (whether through search or advertising) is a huge asset on social platforms.
About 80 million Facebook homepages are business homepages for SMEs.
If you look at last year's statistics, you will find that this is a huge increase. Last year, there were only about 60 million business homepages. Unfortunately, it means that the competition for social media marketing is getting more and more intense, and more companies will flock to this platform in the coming year. That being said, many SMEs (and even larger ones) have failed to properly appeal to their audiences. If your ad attracts your audience, there is no doubt that your investment will be more valuable.
The average natural coverage of Facebook posts is 6.4% of the homepage's attention.
The keyword here is “average” because brands that have less platform activity may have lower natural coverage. However, it's better to have a fixed number as a reference and know what it stands for. It's clear that 6.4% of the home page's attention is far below the ideal coverage that all marketers want, but it's much better than the floating 2% coverage. Therefore, producing attractive content and increasing natural coverage is one of the focuses of online marketing. In addition, capturing the best exposure time for Facebook posts is also important to improve post coverage and engagement.
200 million people have joined the Facebook group that will give them value.
The Facebook group is a major focus in 2018. More groups are emerging, and new features are constantly being rolled out (including options for creating paid groups, etc.). If your business is able to create a brand group that provides customers with value and a sense of community, you will have the opportunity to provide better customer service and build social connections with them.
78% US consumers said they found products on Facebook.
This is a high percentage, which indicates that people want to see products and services that are useful to them on Facebook and may generate purchase intention. They look at ad copy that are attractive and directly related to them; apparently, they need to see the ad content of the business multiple times before the conversion occurs.
Facebook uses device statistics (mobile device trends)
The whole world is developing like mobile devices, and Facebook is no exception. Let’s take a look at what these statistics reflect. What does this mean for marketers?
47% Facebook users only use mobile apps.
Almost half of the users only use the mobile app to access the platform, which means that all content of the advertiser needs to be optimized for mobile devices. Try to create more vertical screens and use short sentences and paragraphs to make long articles easier to digest. Of course, always make sure that any landing pages you post to your target audience are viewable on mobile devices.
88% Facebook users often access the site via their mobile phones.
While only 47% users specialize in Facebook applications, most users sometimes use mobile devices to access Facebook sites. Check the previous point for the optimization.
96% users access Facebook on their smartphones; only 31.8% use PCs for access.
Although there are only a small number of users browsing Facebook on the PC side, in fact this part of the user is very important. Sometimes users on the PC side have a longer usage time, but no matter what platform is used, they need to be ready to capture users at any time.
Facebook advertising statistics
Facebook data statistics, of course, must contain the advertising data! Here's some up-to-date data on how users interact with your ads and how they might affect your advertising strategy.
26% Facebook users will purchase products after clicking on the ads (advertising click conversion rate is about 26%)
This is already a little more than a quarter of the number of click-to-advertising users, which is a relatively high click conversion rate compared to other platforms, indicating that if a business can connect with the right audience, it will have incredible sales potential.
Of course, finding the right audience is one of the important prerequisites.
The average click through rate (CTR) for all industries is 0.9%.
Although the conversion rate seems to be high, it is partly due to the lower average click-through rate.
Don't be frustrated, think about how many ads you saw while browsing the site and how many ads you clicked and ultimately converted. It may not be a lot, but then you may become a loyal customer of some new brands.
The most important thing about Facebook advertising is to target the right audience. The only thing left is to play digital games.
Up to 93% of social media advertisers are using Facebook ads.
This has fully demonstrated the effectiveness of the advertising platform.
If most advertisers feel that Facebook is useless or "too expensive”, they won’t hold on to it so loyally.
According to a case study, the most effective length of a Facebook ad title is four words, and the link is described as 15 words.
Of course, this is just a starting point that most companies can choose. But marketers don't have to follow this completely, which can be a reference for starting a test.
In the end, the writing of the title also needs to be optimized in accordance with the sold products and sales objects, and try the creative copy of different styles and lengths to find the most effective one.
In the second quarter of 2018, the average cost per ad increased by 17%.
Especially for some small businesses, it is not surprising that the advertising system is a bit expensive. Because even if Facebook launches more new placements (such as Facebook stories ads, etc.) and is already open for use, the competition is still very intense. Fortunately, experts do not want this growth to continue.
Although advertising costs have increased, ad impressions have also increased by 21%.
Advertising costs are rising, but more people are able to see the campaign (and want to be affected). This illustrates the potential of Facebook advertising, and marketers should continue to test different strategies to find out which copy and which content is more effective.
Facebook Video Marketing Statistics
Facebook video marketing is very important. This can be easily seen from these new statistics. Here are the major updates that marketers need to know.
One out of every 5 Facebook videos is live streaming.
Facebook Live is becoming more and more popular, and it remains one of the most attractive strategies marketers can use on Facebook. Overall, live streaming is more appealing to viewers than other video contents.
For best results, make sure to run live ads during the most active time of your audience.
When the video automatically plays sound, 80% of users are annoyed.
This is in line with the statistics below, showing that 85% of the videos have no sound to play.
Video ads can attract more viewers because a little bit of small gestures can attract people's attention. When they swipe the screen to browse the website, the video is often the most attractive to stop watching. But the main reason users choose not to watch videos is the sound that comes with the click-and-play—especially if they are in a public place.
The viewing time of caption video ads increased by an average of 12%.
Add captions to your video. It ensures that people can understand what the video is discussing, even if they can't or don't want to enable the sound. They can increase the viewing time, and the subtitles can attract users before starting to watch, or let the user decide to watch them when they are convenient.
Nearly half of the video ad value is earned by users within the first three seconds.
Advertisers have three seconds to attract the attention of users, and it turns out that video ads can have the greatest impact in the first three seconds. Make the most of it explaining the issues that customers are most concerned and how to provide value in advance will make your ads more effective and favorable.
Most of these statistics are relevant and both indicate the importance of different aspects of Facebook marketing.