I read a lot of articles. A lot! Most are about why social media isn’t working, how Facebook is dying and Snapchat is the way to go. WIth 93% of adults around the world using at least one social media account, its understandable that what is new and shiny might capture some attention.
Facebook is not dead. It is not failing. Facebook is no longer just for kids, it’s mainstream. It’s HUGE. It’s matured. It’s twelve years old!
Seven years ago, I set about becoming a Facebook expert, and social media maven. And Zuckerberg’s platform has not let me down yet. Facebook is a juggernaut. And it seems that once a year, I need to write an article reminding people that Facebook is not dead.
Facebook by the Numbers
All of the statistics on membership and usage of social media in this article, are from a recent survey by GlobalWebIndex of adults from all around the world.
- 84% of all online adults are on Facebook, and counting Facebook, Messenger and WhatsApp, the Facebook brand can boast a huge 47% as active users
- 54% of Facebook users are on Facebook more than once a day
- 64% of active users hit the “like” button in the last month
- 50% of active users watched a video in the last month
- 48% of active users used messenger in the last month
- 46% of active users commented on a friends photo in the last month
- 46% of active users read an article on Facebook’s platform in the last month
Facebook by Age
Many people think Facebook is old. Taken over by moms and grandmas. The truth is that Mom and Grandma are just catching on. Facebooks demographics are fairly evenly spread out among several age groups.
24% 16 – 24 year olds
28% 25-34 year olds
22% 35-44 year olds
26% 45 and up
Why Pick On Facebook?
So why does it seem that Facebook just isn’t performing well? Well, like any media that has matured, social media has become a little fragmented. Adults have up to 6.3 social media accounts (don’t ask me how you get a .3 of an account, I do not know). Adults are active on 3.5 of them.
Facebook is smart. They want to make money on your advertising, so they do perform a little less than they used to. Cost per click on Facebook is still hovering around 75 cents based on the campaigns I have run for my clients. The national average for CPC is $1.58. Impressions can still be bought for around $3 CPM again based on campaigns I have run for my clients. This number is very competitve and/or lower than the national average of $12 on websites and $1-4 for social media sites.
Did we just get used to Facebook being so cheap and so effective? Probably. So we’re whining that it cost more to be effective on Facebook, yet it’s still one of the most effective places to place your money.
Don’t worry. Facebook isn’t going anywhere anytime soon.
Other Social Media Stats
Here are some other interesting stats from the GlobalWebIndex study.
48% of online adults are on Twitter, 22% of which are active users
27% of Twitter users are on at least on once a day.
On Twitter, 36% of active users read a news story
31% logged on but did not post or comment
28% watched a video
28% tweeted to a friend
28% retweeted a friend
24% of online adults are on LinkedIn
13% are considered active users
13% visit LinkedIn more than once a day
Want more GlobalWebIndex? Here’s their blog.