You might be a marketer and have heard about how Gen Z likes TikTok or that Instagram is more popular. But Facebook This is not flailing. It’s the biggest social network in the world — by a large margin.
Gen Z is more interested in TikTok. Instagram has become the new trend. And there are many other platforms that have emerged to grab attention. The data shows that Facebook hasn’t just been hanging around, but is now the largest social network on the planet.
Facebook is the hub of Meta, and it’s the main channel for marketing thanks to its 3 billion active monthly users. its highly effective ads. Businesses can’t ignore its user base, which spans almost every region and demographic.
The roundup includes who will be using Facebook by 2025 and what they are doing, as well as how this affects consumer behaviour and creator campaigns.
Facebook users are diverse and large (and not as homogeneous as you may think).
Facebook, despite endless debates on whether it is a good or bad thing. “for older generations” The following are some examples of how to use “losing relevance,” Facebook has the largest social network in the entire world.
Facebook continues to dominate with 3 billion users monthly
The following is a list of Statista, as of Q2 2024It had 3.07 Billion monthly active users — nearly 40% of the global population.
Scale matters here — no platform can match Facebook’s reach and demographics. The numbers increase even more if you include Meta’s apps, the parent company of Facebook.
An estimated 95% of Facebook users have an account, and across Meta’s family of apps — including Instagram, Messenger, and WhatsApp — 3.48 billion people log in dailyAccording to Statista, 2025.
You can be sure that your audience will likely be on Facebook.
Facebook’s worldwide audience has a slight male skew
The following is a list of Statista, 2025, Facebook audience is dominated by men (56.8%).The majority of respondents (43.2%) are female.
If you’re tailoring content to a specific audience, this skew is worth keeping in mind — especially compared to more balanced platforms like Instagram.
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Please Note:Data we have at our disposal only include binary gender choices (male and woman). The data we have access to only includes binary gender options (male and female).
Facebook core audience is made up of Millennials
Facebook’s biggest demographic is men aged 25–34As reported by Statista, 2025.
The truth is, The platform is primarily a platform for millennials, aged between 25-44. — a reminder that the group who first fueled Facebook’s rise are still highly active.
But younger audiences aren’t absent. Men aged 18–24 are the second-largest user group, showing that Facebook continues to play a role in Gen Z’s digital mix (even if they spend more time overall on TikTok or Instagram, as shared by DataReportal, 2023).
The opposite end of the spectrum is the only 6.1% users are older than 65Facebook is not the only social network. “boomer app.”
Facebook users spend an average of 36 minutes daily on Facebook
For the average social media user, Facebook is still part of their routine — nearly 19 hours a month, according to DataReportal, 2023.
It’s still far behind YouTube and TikTok, both of which offer 33 hours 38 minutes. “checked once in a while.”
You don’t have to do anything. You can also use Facebook should be part of your marketing strategy. Facebook can be a valuable tool for marketing your product to millennials and Gen X. It also has a large following of older people.
India has the highest number of Facebook users in the world
Facebook is a global platform, but the audience it attracts doesn’t always reflect that. India has the most users with 383 Million According to Statista, 2025. If India’s audience on Facebook were a nation, it would rank third in the world.
There are also other important markets, such as the United States (196,9 million), Indonesia (122.3 Million)” Brazil (111.65 million).
These four countries together make up the largest share of Facebook’s audience. They also highlight the platforms most widespread reach.
This means Facebook isn’t just a Western platform — its influence is strongest in large, mobile-first markets. You can grow your business internationally by targeting these markets.
Facebook usage by users
Knowing who’s on Facebook is only half the picture — the real insight comes from How to get started People actually use it.
Facebook may not have the cultural impact of TikTok and X but it is still a part of our daily lives.
Facebook’s massive audience and habitual usage means that it is not fading away for the marketers, creators and business owners who depend on its platform. Just like everything else, it’s being used in different ways.
Facebook still ranks as the number one site in the world.
Despite how long it’s been around — or maybe because of that — Facebook remains a daily habit for billions. According to SimilarwebIt is the The third most popular website worldwideOnly Google and YouTube are ahead of it. This puts it in front of other heavyweights such as TikTok or Instagram.
This ranking shows that even if people spend less time per session than on other platforms, they keep coming back — often multiple times a day.
Facebook is mostly used on mobile phones
Facebook is now mobile-first, just like other major platforms. Today, Facebook is accessed exclusively by mobile devices for 81.8%.Just as a reminder, 1.5% use desktop only, According to Statista, 2024. Rest of the group splits their time equally between both.
Both creators and brand owners should be concerned about the dominance of mobile. The content needs to be vertically scrollable, grab attention within the first seconds and encourage interaction.
Half a billion users visit stories every day
Meta has shifted its focus to reels across all its platforms. Facebook Stories haven’t faded. According to the platform more than Stories is used by 500 Million people every single day. This is one of its most consistent features.
The best stories are those that are mobile native, quick and casual. They don’t require polished production or long watch times — they’re designed to disappear, which makes them feel more authentic.
It’s no wonder that advertisers are drawn to them. Stories allow you to reach audiences as they scroll through their feeds without requiring too much of your attention.
Performance and engagement of content
Not every Facebook post performs the same. Knowing which types of content perform well and attract attention is crucial.
The average engagement rate for Facebook posts is the highest of all social media platforms
The following is a list of Buffer’s 2025 engagement rate study, Facebook posts average a 5.07% engagement rate — the second-highest across major social platforms, behind only LinkedIn (6.50%). Facebook is now ahead of TikTok (4,86%), YouTube (441%) and Instagram (11.66%).
Engagement on Facebook is stable. Facebook’s interaction rates have remained stable at 5.45%, while Instagram and Threads saw dramatic changes.
Meta has invested in new features and content to monetize the platform.
Photo albums and photos outperform all other types of posts
Photos are the most popular on Facebook, despite Meta’s major push towards video.
We have analyzed the world in 2025. Pictures generate 35% more engagements than texts and almost 44% than videosThey are the winners of the Feed.
The second place went to text, which edged out videos by 6.7%. Links were firmly at the bottom of the list.
Facebook’s news feed has always given preference to visuals with a quick scroll. One photo, or even a carousel of photos is much easier to digest than a video with sound. Images remain more likely than Facebook Reels to generate visible interaction, even as Facebook Reels gains traction.
On Facebook, however, even simple images can be very effective.
Facebook video is still the most popular format
Video is one of Facebook’s fastest growing formats. YouTube videos account for 40 percent of time spent on Facebook or Instagram., according to eMarketer.
When it comes to the short form, Facebook Reels reaches 616,8 millions people — nearly a third of the platform’s ad inventory, according to DataReportal, 2023.
Meta is clear about the focus of its site: Reels will be re-shared. Every day, 3.5 billion people use the internet Facebook, Instagram and Twitter (Meta Creators, 2025).
Video is the most engaging content, even though images still dominate.
Early morning is the best time for Facebook posts
Early mornings are the best time to share your posts to attract attention.
Buffer’s 2025 analysis There is more to it 1 million posts The best time for posting is The time on Monday is 5 a.m.. There are also strong slots available on Thursday and Tuesday mornings at 7 am.
Why are you so young? What’s the difference? Facebook’s biggest demographic is adult users aged between 18 and 24 25–34Then, it was followed by 35–44 — groups most likely to check their feeds before work or right as they wake up.
Early morning publishing allows your posts to percolate into the feed, so they’re ready when you log in.
Facebook’s best posting day is Wednesday
The midweek day is the winner. The posts shared on On Wednesday, the overall level of engagement was highest.It is a close race between Thursday and Tuesday.
On the flip side, weekends lag behind — posts on Sunday average 15% less engagement This is more than the mid-week sharing.
Facebook is more active when users are working and not switching off.
Your posts will have the most success if you choose to post them in midweek.
Posting more doesn’t mean more engagement
Facebook data suggests otherwise.
RivalIQ’s 2024 Benchmarks demonstrate that Engagement rates are not affected by posting frequency.
The median frequency of Facebook posting across industries is 4.69 posts per weekAnd the Median engagement rate just 0.063%.
The brands in the top 25% for engagement post almost the exact same amount — 4.6 posts per week — but see engagement rates three times higher (0.19%).
Facebook’s creators and brand status
Facebook is still surprisingly important in the marketing of creators, even though TikTok tends to be dominant.
The average number of posts per brand is 43.
The median frequency of posting on Facebook is about 43 posts per month — roughly 1.5 posts per day (Socialinsider, 2024). The cadence of this feed reflects that platform’s rhythm. It is steady enough so as to remain visible, but not frequent enough to overwhelm audiences.
However, posting more often does not guarantee greater engagement. Some brands get better results when they post less but with higher quality content. Other brands are able to thrive by posting daily because their target audiences are used to a constant stream of promotions, community news and updates.
It’s all about the balance. Think of the 43-post benchmark as a starting point — then layer in timing, content mix, and quality. Brands that are successful on Facebook do not just post regularly; they also make every single one worth reading.
The best ROI comes from micro and nano-influencers
The following is a list of ShopifyHere are average costs per post by influencer level:
- Nano$100 to $1,500
- MicroscopyFrom $1,000 up to $6,000.
- Mid: $1,000 $15,000
- Macro: $5,000 $40,000
- Mega: $10,000+
Nano- and microinfluencers are the best choice for brands on a budget. Although their audiences are smaller, they tend to be more engaged, and niche. This makes campaigns feel more natural.
How to use Facebook’s statistics in your 2025 strategy
Facebook, with its 3 billion monthly active users, plays an important role in social media. It influences everything from shopping to daily habits.
Comparing the platform to other platforms, its integration with social media users in their daily lives places it on an interesting level. Discover, connect, and do business quietly intersect.
Facebook is not TikTok. You do not need to reinvent your content in order to make it fit. Join the format that works and adapt your posting to match your audience.
