Facebook is the most popular social network worldwide, outperforming every other contester for reach and active users. After nearly two decades of constant growth, the number of Facebook users is on track to reaching the three-billion threshold, providing a wealth of opportunities for brands and businesses of all sizes. Facebook marketing has become a staple in nearly every social media marketer’s playbook, and in 2022,
surpassed 113 billion U.S. dollars. The figure represented around 60 percent of the
Facebook marketing at a glance
Facebook has long remained the
most popular social media platform used by marketers. As of January 2023, 89 percent of marketing specialists stated that they used Facebook as part of their digital campaigns. Facebook’s number one selling point is its vast international user base, but in addition to that, the company has also expanded the catalog of marketing opportunities available on the platform. Businesses can place ads on Facebook's right-hand column, Facebook Marketplace, Messenger, and Stories, to name just a few. According to recent industry reports, marketers uploaded
an average of 5 brand posts to Facebook per week in 2022, while video posts generated the highest user engagement of all.
As of September 2023, Samsung was the
product brand with the most followers on Facebook (outside of Facebook itself). Still, data shows that marketers are slowly diversifying away from the social network giant in favor of more trendy and dynamic platforms. Some five percent of surveyed marketing experts planned to decrease Facebook marketing activities in 2023, ringing in a new era for the world’s former social media marketing prodigy.
Does marketing on Facebook have a future?
While Facebook can be considered the blueprint for social media marketing, it has forfeited its long-running monopoly on the global marketing scene. New social channels are springing up around the world whereas seeing that Facebook is gradually losing appeal with young audiences. For now, Meta’s other subsidiary, Instagram, is arguably the most popular alternative. When asked about the
future use of social media marketing, in 2022, over 65 percent of industry experts stated that they planned to increase Instagram usage in the following year. As for non-Facebook-owned apps, YouTube will likely play a more prominent role in marketers’ toolboxes in the future. But while TikTok was the app that saw the largest user influx in recent years, marketers are only slowly catching on to the hype.
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