As a marketer, you may need heard that Gen Z prefers TikTok, Instagram is trendier and so forth. However Fb is way from flailing. It’s the most important social community on this planet — by a big margin.
Gen Z prefers TikTok, Instagram is trendier, and new platforms are rising to seize consideration. However the knowledge says completely different: Fb isn’t merely hanging on, it’s the most important social community on this planet.
With over 3 billion month-to-month lively customers, Fb sits on the heart of Meta’s ecosystem and is among the most necessary channels for entrepreneurs because of its extremely efficient adverts. Its person base spans almost each demographic and area, making it a platform that companies can’t ignore, at the same time as newer apps dominate headlines.
This roundup covers who makes use of Fb in 2025, what performs, and the way it exhibits up in client conduct and creator campaigns.
Fb’s person base is very large (and extra various than you would possibly assume)
Regardless of infinite debates about whether or not Fb is “for older generations” or “dropping relevance,” the numbers don’t lie: Fb is the most important social platform on this planet.
Fb nonetheless dominates with over 3 billion month-to-month customers
In line with Statista, as of Q2 2024, it had 3.07 billion month-to-month lively customers — almost 40% of the worldwide inhabitants.
Scale issues right here — no platform can match Fb’s attain and demographics. And in case you zoom out to Meta’s household of apps (the dad or mum firm of Fb), the numbers get even bigger.
An estimated 90% of social media customers worldwide have a Fb account, and throughout Meta’s household of apps — together with Instagram, Messenger, and WhatsApp — 3.48 billion individuals log in each day, in accordance with Statista, 2025.
So in case you’re questioning whether or not your viewers is on Fb, the reply is probably going: sure.
Fb’s international viewers skews barely male
In line with Statista, 2025, 56.8% of Fb’s viewers identifies as male, whereas 43.2% identifies as feminine.
For those who’re tailoring content material to a selected viewers, this skew is price retaining in thoughts — particularly in comparison with extra balanced platforms like Instagram.
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Notice: The information we have now entry to solely contains binary gender choices (female and male). No further gender identities have been captured or reported.
Millennials make up Fb’s core viewers
Fb’s largest demographic is males aged 25–34, who account for 18.5% of customers, as shared by Statista, 2025.
In actual fact, millennials between 25 and 44 make up simply over half of the platform’s viewers — a reminder that the group who first fueled Fb’s rise are nonetheless extremely lively.
However youthful audiences aren’t absent. Males aged 18–24 are the second-largest person group, exhibiting that Fb continues to play a job in Gen Z’s digital combine (even when they spend extra time total on TikTok or Instagram, as shared by DataReportal, 2023).
On the different finish of the age spectrum, solely 6.1% of customers are over 65, regardless of Fb’s popularity because the “boomer app.”
The common social media person spends 36 minutes per day on Fb
For the common social media person, Fb continues to be a part of their routine — almost 19 hours a month, in accordance with DataReportal, 2023.
That places it behind apps like TikTok (33 hours, 38 minutes) and YouTube (27 hours, 26 minutes), but it surely’s removed from being “checked occasionally.”
This doesn’t imply that you must add Fb to your technique. However in case you’re advertising and marketing to millennials, Gen X, and even older teams, Fb nonetheless instructions significant each day consideration.
India leads the world in Fb customers
Fb could also be international, however its viewers isn’t unfold evenly. India tops the listing with 383 million customers (greater than the complete U.S. inhabitants), in accordance with Statista, 2025. To place it in perspective, if India’s Fb viewers have been a rustic, it might be the third largest on this planet.
Different main markets embrace america (196.9 million), Indonesia (122.3 million), and Brazil (111.65 million).
Collectively, these 4 nations make up an enormous share of Fb’s lively viewers and spotlight the place the platform has probably the most attain.
This implies Fb isn’t only a Western platform — its affect is strongest in massive, mobile-first markets. For those who’re trying to develop internationally, these nations are the place your campaigns may see the most important impression.
How individuals use Fb
Understanding who’s on Fb is simply half the image — the true perception comes from how individuals truly use it.
Whereas the platform might not affect cultural dialog on the similar scale as TikTok or X, Fb continues to be deeply woven into each day routines.
For the creators, enterprise house owners, and entrepreneurs who depend on the platform, that blend of ordinary use and large attain means Fb isn’t fading into the background. It’s simply getting used in a different way than it as soon as was.
Fb continues to be some of the visited websites on this planet
Regardless of how lengthy it has been round — or possibly due to that — Fb stays a each day behavior for billions. In line with Similarweb, it’s the third most-visited web site globally, behind solely Google and YouTube. That places it forward of newer heavyweights like TikTok and Instagram.
This rating exhibits that even when individuals spend much less time per session than on different platforms, they maintain coming again — typically a number of occasions a day.
Most individuals use Fb solely on their telephones
Like each main social platform, Fb has gone mobile-first. At present, 81.8% of customers entry Fb completely by means of their telephones, whereas simply 1.5% use desktop solely, in accordance with Statista, 2024. The remaining break up their time between the 2.
That dominance of cellular issues for each creators and types. Content material must be designed for vertical scrolling, grabbing consideration within the first few seconds, and inspiring interactions.
Tales draw half a billion each day customers
Whilst Meta shifts its content material focus towards reels, throughout its platforms, Fb Tales haven’t pale. In line with the platform, greater than 500 million individuals use tales day by day, making it one of many platform’s most constant options.
Tales thrive as a result of they’re fast, informal, and mobile-native. They don’t require polished manufacturing or lengthy watch occasions — they’re designed to vanish, which makes them really feel extra genuine.
That’s additionally why advertisers love them: tales present a method to meet audiences within the circulation of their each day scrolling with out demanding an excessive amount of consideration.
Content material efficiency and engagement
Not all Fb posts carry out the identical. It’s very important to know which content material varieties carry out greatest and seize consideration on the platform.
Fb posts have one of many highest common engagement charges throughout social platforms
In line with Buffer’s 2025 engagement price examine, Fb posts common a 5.07% engagement price — the second-highest throughout main social platforms, behind solely LinkedIn (6.50%). That places Fb forward of TikTok (4.86%), YouTube (4.41%), and Instagram (1.16%).
Notably, engagement on Fb has held regular. Whereas its siblings, Instagram and Threads, noticed main swings in interplay patterns, Fb held sturdy at round 5.45%.
A lot of this comes all the way down to how its core viewers makes use of the platform and Meta’s continued funding in new content material and monetization options.
Pictures and albums outperform different submit varieties
Regardless of Meta’s large push into video, images are nonetheless the strongest performers on Fb.
In our 2025 evaluation, footage earned 35% extra engagement than textual content posts and almost 44% greater than movies, making them the clear winners on the feed.
Textual content posts got here in second, edging out video by about 6.7%, whereas posts with hyperlinks landed firmly in final place.
This rating is smart: Fb’s feed has all the time rewarded fast, scroll-stopping visuals. A single picture or carousel is simpler to eat than a video that requires sound or a hyperlink that pulls customers out of the app. Whilst Fb Reels acquire traction, pictures stay the format most definitely to spark seen interactions.
In different phrases, on Fb, easy visuals nonetheless punch above their weight.
Video continues to be a breakout format on Fb
Static visuals might high the charts for engagement, however video stays certainly one of Fb’s fastest-growing codecs. Forty % of all time spent on Fb and Instagram is devoted to watching movies, in accordance with eMarketer.
And in the case of short-form particularly, Fb Reels now attain an estimated 616.8 million individuals — almost a 3rd of the platform’s advert stock, in accordance with DataReportal, 2023.
Meta has been express about its focus right here: Reels are reshared 3.5 billion occasions day by day throughout Fb and Instagram (Meta Creators, 2025).
That mixture of attain and shareability has rapidly made video the platform’s most dynamic content material sort, even when images nonetheless dominate the feed.
The very best time to submit on Fb is early morning
For those who’re questioning when to submit to get eyes in your content material, early mornings may help you stand out.
Buffer’s 2025 evaluation of greater than 1 million posts exhibits that the one greatest time to submit is 5 a.m. on Monday, with different sturdy slots on Tuesday at 5 a.m. and Thursday at 7 a.m.
Why so early? It comes all the way down to conduct. Fb’s largest demographic is adults aged 25–34, adopted intently by 35–44 — teams most definitely to test their feeds earlier than work or proper as they get up.
Even when your submit isn’t seen instantly, early-morning publishing lets it percolate within the feed so it’s ready when customers go surfing.
Wednesday is the very best day to submit on Fb
With regards to days of the week, mid-week wins. Posts shared on Wednesday see the very best total engagement, edging out Thursday and Tuesday.
On the flip aspect, weekends lag behind — posts on Sunday common 15% much less engagement than these shared mid-week.
Whereas the distinction between weekdays is small, the sample is evident: Fb thrives when persons are of their workweek routines, not after they’re switching off.
If timing is a part of your technique, purpose for mid-week mornings to provide your posts the very best probability of touchdown.
Posting extra doesn’t imply extra engagement
It’s tempting to assume that extra posts equal extra traction, however Fb’s knowledge tells a unique story.
RivalIQ’s 2024 benchmarks present that posting frequency has little impression on engagement charges.
Throughout industries, the median posting frequency on Fb is 4.69 posts per week, and the median engagement price is simply 0.063%.
The manufacturers within the high 25% for engagement submit virtually the very same quantity — 4.6 posts per week — however see engagement charges 3 times larger (0.19%).
The state of creators and types on Fb
Whereas TikTok and Instagram are likely to dominate influencer conversations, Fb nonetheless performs a surprisingly large function in creator advertising and marketing.
Manufacturers submit a mean of 43 occasions per 30 days on Fb
Throughout industries, the median posting frequency on Fb works out to about 43 posts per 30 days — roughly 1.5 posts per day (Socialinsider, 2024). That cadence displays the platform’s rhythm: regular sufficient to remain seen within the feed, however not so frequent that it overwhelms audiences.
Nonetheless, frequency alone doesn’t assure engagement. Some manufacturers see higher outcomes by posting much less typically however specializing in higher-quality content material. Others thrive with each day posting as a result of their audiences anticipate a continuing circulation of updates, promotions, or neighborhood information.
In follow, it’s about steadiness. Consider the 43-post benchmark as a place to begin — then layer in timing, content material combine, and high quality. The manufacturers that succeed on Fb don’t simply sustain a gradual stream; they make every submit price stopping for.
Nano- and micro-influencers present the very best ROI
In line with Shopify, listed below are the common price per submit for various influencer tiers:
Nano: $100 to $1,500Micro: $1,000 to $6,000Mid: $1,000 $15,000Macro: $5,000 $40,000Mega: $10,000+
For manufacturers with tighter budgets, nano- and micro-influencers provide the strongest ROI. Their audiences could also be smaller, however they’re typically extra engaged and extra area of interest, making campaigns really feel genuine fairly than pressured.
What these Fb statistics imply on your technique in 2025
With greater than 3 billion month-to-month customers and a job in every thing from each day habits to purchasing and influencer advertising and marketing, Fb stays the spine of social media.
The platform’s integration into the on a regular basis lives of social media customers locations it in an attention-grabbing place in comparison with its friends. It’s the place discovery, connection, and commerce quietly overlap.
You don’t have to deal with Fb like TikTok or reinvent your content material to slot in with it. As a substitute, lean into the codecs that carry out and match your posting rhythm to your viewers’s habits.
