Facebook Advertising 101: Important Stats
These stats come from Invesp’s blog post about Facebook statistics and Sprout Social’s blog post on social media stats.
- Facebook has almost 1.5 billion active users.
- Users spend an average of 40 minutes on Facebook per day.
- More than 30 million businesses have a Facebook page. Only 1.5 million businesses (5%) spend on mobile advertising.
- 92% of social media marketers use Facebook for advertising.
- “Learn More” is the most effective call to action for getting clicks.
- 93% of Facebook’s ad revenue comes from mobile advertising.
The most popular calls to action:
- Shop Now: 74%
- Learn More: 10%
- Book Now: 8%
- Download: 4%
- Sign Up: 4%
Cost estimate per age demographic:
- 13-24: $0.08 per click
- 25-34: $0.11 per click
- 35-44: $0.13 per click
- 45-54: $0.16 per click
- 55-65: $0.23 per click
Additional Facebook stats:
- Roughly 85% of Facebook ads are targeted by country – not specific areas.
- Only 45% of ads use interest targeting.
- Adults between 18-29 have the largest friend networks. 27% of them have more than 500 friends.
- 24% of people who don’t have a Facebook account still use Facebook somehow
- 49% of consumers like a Facebook page to support a brand.
- Video engages users 62% better than photos.
Here’s what you should take away:
With this data in mind, your best bet for growing brand recognition may be to target Generation Z-ers or Millennials to get a lot of brand recognition quickly.
But there are a few problems with that. First, your business may not be relevant to them. Second (and more importantly), today’s teens (Generation Z) aren’t interested in Facebook.
In fact, many of them see it as the digital equivalent of hanging out with their parents.
So that means Millennials may be your go-to crowd if you want to improve brand awareness.
But, again, if your products and services aren’t catered to that audience, marketing to them isn’t valuable. Instead, your best bet is to concentrate on the same target audience as your business itself.
That could include young professionals, small business owners, or companies according to their industries.
But the important point is to find your niche so you can market directly to them every day.
In addition, these stats indicate that multimedia is underutilized in Facebook ads and posts.
That means your company can start using images and video to become more successful on Facebook. After all, if most other companies aren’t using it, most of your competitors probably aren’t either.
Photos of your team, facilities, events, products, and accomplishments are all great ways to engage Facebook users. You can also use videos that cover the same subjects, but keep users’ attention for longer.
On top of multimedia, you can also take advantage of interest targeting since most firms also don’t use that when they advertise. And they really should – interest targeting refines who sees your ad so you can make sure you only appeal to people in your niche.
That means you don’t waste time or money appealing to people who don’t want to become your customers – you only appeal to people who want to know more about your company.
The results are less waste for your business and more conversions from the people you target. All in all, that’s a big step forward in growth from Facebook ads.
Finally, you have mobile ads at your disposal. Despite the fact that Facebook has 1.39 billion mobile monthly active users (MAU), most companies don’t advertise there.
That gives you a huge opportunity to leap ahead of 95% of other businesses by pushing local ads, especially if they’re based on location. So if someone is on Facebook scrolling through their newsfeed in your city, they can see your ad, find your physical business, and become a customer.
As of 2015, mobile Facebook ad usage is confusingly low. It’s hard to say why it’s so low, but it’s clear that you can capitalize on it by taking out mobile ads of your own.
Now that we’ve covered the stats and takeaways, let’s look at just how big Facebook is and what it entails.