As a marketer, you may need heard that Gen Z prefers TikTok, Instagram is trendier and so forth. However Fb is much from flailing. It’s the most important social community on the planet — by a big margin.
Gen Z prefers TikTok, Instagram is trendier, and new platforms are rising to seize consideration. However the information says totally different: Fb isn’t merely hanging on, it’s the most important social community on the planet.
With over 3 billion month-to-month lively customers, Fb sits on the heart of Meta’s ecosystem and is among the most essential channels for entrepreneurs because of its extremely efficient adverts. Its person base spans practically each demographic and area, making it a platform that companies can’t ignore, whilst newer apps dominate headlines.
This roundup covers who makes use of Fb in 2025, what performs, and the way it reveals up in shopper habits and creator campaigns.
Fb’s person base is very large (and extra numerous than you may assume)
Regardless of countless 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 the planet.
Fb nonetheless dominates with over 3 billion month-to-month customers
In keeping with Statista, as of Q2 2024, it had 3.07 billion month-to-month lively customers — practically 40% of the worldwide inhabitants.
Scale issues right here — no platform can match Fb’s attain and demographics. And when you zoom out to Meta’s household of apps (the guardian 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 folks log in day by day, in line with Statista, 2025.
So when you’re questioning whether or not your viewers is on Fb, the reply is probably going: sure.
Fb’s world viewers skews barely male
In keeping with Statista, 2025, 56.8% of Fb’s viewers identifies as male, whereas 43.2% identifies as feminine.
In case you’re tailoring content material to a particular viewers, this skew is price maintaining in thoughts — particularly in comparison with extra balanced platforms like Instagram.
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Observe: The info we’ve entry to solely contains binary gender choices (female and male). No further gender identities had 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.
The truth is, 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, displaying 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 typical social media person, Fb remains to be a part of their routine — practically 19 hours a month, in line with DataReportal, 2023.
That places it behind apps like TikTok (33 hours, 38 minutes) and YouTube (27 hours, 26 minutes), nevertheless it’s removed from being “checked every so often.”
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This doesn’t imply that you just want so as to add Fb to your technique. However when you’re advertising to millennials, Gen X, and even older teams, Fb nonetheless instructions significant day by day consideration.
India leads the world in Fb customers
Fb could also be world, however its viewers isn’t unfold evenly. India tops the checklist with 383 million customers (greater than your complete U.S. inhabitants), in line with Statista, 2025. To place it in perspective, if India’s Fb viewers had been a rustic, it will be the third largest on the planet.
Different main markets embody the United States (196.9 million), Indonesia (122.3 million), and Brazil (111.65 million).
Collectively, these 4 international locations make up a large share of Fb’s lively viewers and spotlight the place the platform has essentially the most attain.
This implies Fb isn’t only a Western platform — its affect is strongest in giant, mobile-first markets. In case you’re trying to develop internationally, these international locations are the place your campaigns may see the most important affect.
How folks use Fb
Understanding who’s on Fb is simply half the image — the true perception comes from how folks truly use it.
Whereas the platform could not affect cultural dialog on the identical scale as TikTok or X, Fb remains to be deeply woven into day by day routines.
For the creators, enterprise homeowners, and entrepreneurs who depend on the platform, that blend of recurring 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 remains to be one of the crucial visited websites on the planet
Regardless of how lengthy it has been round — or perhaps due to that — Fb stays a day by day behavior for billions. In keeping 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 reveals that even when folks spend much less time per session than on different platforms, they maintain coming again — usually a number of occasions a day.
Most individuals use Fb solely on their telephones
Like each main social platform, Fb has gone mobile-first. As we speak, 81.8% of customers entry Fb completely by way of their telephones, whereas simply 1.5% use desktop solely, in line with Statista, 2024. The remaining break up their time between the 2.
That dominance of cell 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 day by day customers
At the same time as Meta shifts its content material focus towards reels, throughout its platforms, Fb Tales haven’t light. In keeping with the platform, greater than 500 million folks use tales day-after-day, making it one of many platform’s most constant options.
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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 option to meet audiences within the circulation of their day by 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 important to know which content material varieties carry out finest and seize consideration on the platform.
Fb posts have one of many highest common engagement charges throughout social platforms
In keeping with Buffer’s 2025 engagement charge research, Fb posts common a 5.07% engagement charge — 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 right 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, photographs are nonetheless the strongest performers on Fb.
In our 2025 evaluation, photos earned 35% extra engagement than textual content posts and practically 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 sensible: Fb’s feed has at all times rewarded fast, scroll-stopping visuals. A single photograph or carousel is less complicated to devour than a video that requires sound or a hyperlink that pulls customers out of the app. At the same time as Fb Reels achieve traction, photos stay the format most probably to spark seen interactions.
In different phrases, on Fb, easy visuals nonetheless punch above their weight.
Video remains to be a breakout format on Fb
Static visuals could high the charts for engagement, however video stays one among Fb’s fastest-growing codecs. Forty p.c of all time spent on Fb and Instagram is devoted to watching movies, in line with eMarketer.
And in the case of short-form particularly, Fb Reels now attain an estimated 616.8 million folks — practically a 3rd of the platform’s advert stock, in line with DataReportal, 2023.
Meta has been express about its focus right here: Reels are reshared 3.5 billion occasions day-after-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 photographs nonetheless dominate the feed.
One of the best time to submit on Fb is early morning
In case you’re questioning when to submit to get eyes in your content material, early mornings may also help you stand out.
Buffer’s 2025 evaluation of greater than 1 million posts reveals that the one finest 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 right down to habits. Fb’s largest demographic is adults aged 25–34, adopted intently by 35–44 — teams most probably 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 most effective day to submit on Fb
Relating to days of the week, mid-week wins. Posts shared on Wednesday see the best total engagement, edging out Thursday and Tuesday.
On the flip facet, 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 obvious: Fb thrives when individuals are of their workweek routines, not once they’re switching off.
If timing is a part of your technique, intention for mid-week mornings to offer your posts the most effective probability of touchdown.
Posting extra doesn’t imply extra engagement
It’s tempting to assume that extra posts equal extra traction, however Fb’s information tells a unique story.
RivalIQ’s 2024 benchmarks present that posting frequency has little affect on engagement charges.
Throughout industries, the median posting frequency on Fb is 4.69 posts per week, and the median engagement charge 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.
Manufacturers submit a mean of 43 occasions monthly on Fb
Throughout industries, the median posting frequency on Fb works out to about 43 posts monthly — 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 usually however specializing in higher-quality content material. Others thrive with day by day posting as a result of their audiences count on a relentless circulation of updates, promotions, or group information.
In observe, 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 most effective ROI
In keeping with Shopify, listed below are the typical value per submit for various influencer tiers:
- Nano: $100 to $1,500
- Micro: $1,000 to $6,000
- Mid: $1,000 $15,000
- Macro: $5,000 $40,000
- Mega: $10,000+
For manufacturers with tighter budgets, nano- and micro-influencers supply the strongest ROI. Their audiences could also be smaller, however they’re usually 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 all the things from day by day habits to procuring and influencer advertising, 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 fascinating 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 an alternative, lean into the codecs that carry out and match your posting rhythm to your viewers’s habits.
