10 Facts to Know About Facebook Demographics & Stats

With 400 new users every 60 seconds, Facebook is not only the biggest social media platform, but it is continuously growing. Today, there are more than 2,4 billion users which is roughly 60% of all internet users. Nonetheless, some say its audience is getting older as younger internet users are getting excited about platforms like Instagram, TikTok or Snapchat. In this post, we will dig into the most important Facebook demographics and stats, so that you can get a better idea of who to target while creating your marketing persona and your plan on how to reach him or her.

Having a clear picture of how a channel grows is a key component to starting your marketing plan – promotion and content distribution. If you offer sneakers and target youngsters, relying solely on Facebook may not be the best tactic… Why? This audience is more likely to be found using social media platforms, such as Instagram or Tik Tok. Knowing your audience and stats behind the channels you want to use is crucial.

Let's finally dig into the most important Facebook demographics and stats!

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Users by Countries

As of October 2019, the majority of Facebook users come from India, a whopping 269 million people. USA, Indonesia, and Brazil follow, with altogether more than 420 million users. These 4 countries represent around 30% of all Facebook users. The list of major countries can be found below:

Facebook Users by Countries

Users by Age & Gender

As shown below, the main age of users is 25-34 for both male and female.  Based on this knowledge, one can say that the Facebook audience is truly getting older, right? If you look at platforms like TikTok, the difference is clear.

The infographic below shows the age ranges segmented by gender. Overall, Facebook users are 55% male and 45% female. In the US, on the contrary, there are 55% female and 45% male users on Facebook.

Facebook Users by Age and Gender

Users by Interest

You probably know that you can target users by their interests on Facebook. This is one of the great marketing features that you can leverage. Musicians, like Justin Bieber, who has by far the largest Facebook audience, rule over other categories of interests, while media and news companies, athletes or teams, actors, artists and TV programmes follow.

All of this data comes from Facebook, where people follow or like certain pages. Of course, it does not show much about their interests in real life, but rather their affinity for certain brands, celebrities or TV shows. But if you are a musician who aims to target Justin Bieber's audience, there is an easy way to do so – and 37,5 million users are just waiting to discover your music.

Facebook Users by Interest

Users by Job Titles & Income

Facebook isn't a platform targeted solely at professionals, such as Linkedin, for example. Its users do a variety of jobs, have many interests and meet to share their daily life stories on Facebook – they share photos from their honeymoon, chat with Friends, and connect via Facebook groups. Therefore, it is interesting to see what job titles represent the majority of users and what are the income differences.

Let us start with income. Pew Research Center came up with a thorough research showing that:

  • 66% of users making less than 30,000 USD use Facebook,
  • 74% of users making between 30,000 and 49,000 USD are on Facebook,
  • 70% of adults making between 50,000 and 74,999 USD use Facebook,
  • 75% of users making more than 75,000 USD use Facebook.

Job titles are mainly represented by Administrative services. For the complete list of jobs, see the infographic below:

Facebook Users by Job Title

Users by Education

66% of all Facebook users say they have a university degree and 28% have finished high school. Not everyone is filling out the information about education correctly in their profiles, so don't expect these figures to be 100% right. Besides that, not everyone is telling the truth:). Platforms, like LinkedIn, focus much more on connecting professionals and education is a key factor when creating a profile. Their sources might, therefore, be much more accurate.

Users by Status

Facebook is a platform for personal connections. A majority of users (42%) say they are married and have family they can connect with. On the other hand, 37% say they are single and 16% are in a relationship. 4% of users are engaged.

Facebook Users by Education & Status

Mobile versus Desktop

Here it gets interesting. 97% of users visit Facebook primarily from their phones. Furthermore, 78% say they use both mobile and desktop to log into their accounts. Even more interestingly, 71% of mobile devices use Android systems, while only 20% use iOS.

Note: Being a business that shares content on Facebook, should you focus on mobile first? You bet you should! Facebook offers mobile-friendly formats like collections or instant articles to give your followers a smoother user experience.

Facabook Users by Device

Time Spent on Facebook

You may wonder, how much time do users spend on Facebook? We have the answer for you: 35 minutes. People spend around 136 minutes online per day (using any platform), so Facebook makes up more than 25% of that.

People are most active on Wednesdays between 11am and 1pm, so if you are wondering when your content should go live, these are the best times:

Time Spent on Facebook

Purchase Activity

Facebook collects data on more than 2 million signs of our behaviour. This data is, needless to say, traded and offered to marketers and businesses for targeting their content (ads). Purchasing activity is something many businesses go after! Imagine you run an ecommerce business. Your sale means bringing someone to a website where he or she converts (buys your product). 

You do not want to target people who don't purchase online, right? On the contrary, you aim to target those who will potentially buy. We've prepared a guide on how this – so-called optimisation – works.

49% of people say they support their favourite brand on Facebook. That being said, there is definitely room to engage with your audience. On the other hand, the rest, 51% need to be reached through paid advertising. 

Overall, there is an estimated 1,92 billion global digital buyers. This number will grow in the future and represents an increasing potential for businesses to monetize their online channels.

Content Activity (Format vs Type)

Even though Facebook aims to develop closer connections between family, friends or colleagues, 45% of users say they get news from their Facebook feed. There are more categories and types of content users engage with. If you are wondering what content to produce, here are some overall numbers to help you out:

Best Facebook Post Formats

We have covered 10 important demographics & stats about Facebook users. Also don't forget that we created a Beginner's Guide to Facebook Advertising in case you run your own business and are interested in learning more about how the platform works. We cover topics like targeting, optimisation, budget setting, basic analytics and content creation.

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How to Create a Facebook Business Page

This is a short guidance on how to create your business page. As mentioned in the article about facebook formats, the business page is sort of a profile of your business. Once it is set up, you can post any promotion, funny story, new opening hours or whatever you find relevant there.

Creating the page itself is not difficult. You only need your Facebook profile. In the upper bar on your profile, find the button “Create” and select “Page”. Choose “business or brand” and then enter all the needed info.

You will be asked for the page name, your business address (it does not have to be shown to anyone), your profile picture, as well as the cover picture. As you can see in the picture below.

Facebook business page
4 Easy Steps to Get Started

When you enter all the information, you can start building the content of the page and then start inviting people. In the upper bar you can go, for example, to your inbox to check your messages, in the Insights section you can see how posts and the page perform overall, and in the publishing tools, you can schedule your posts as we explained in the previous article about community management.

Facebook Business Page
Newly Created Facebook Business Page

If there is a specific action you want the visitors of your page to make, you can add a button for “Shop now”, “Contact us”, “Download game/app”, and plenty of other options. It is handy and makes the page look professional.

Facebook Page Button
Adding Facebook Page Button

It is very easy to add any piece of content to your business page, but sometimes it is confusing to switch between your profile and the page. Lots of entrepreneurs struggle with posting personal things on their business page and vice versa :). Don’t forget to switch between profile and page! On your mobile phone you can find your page on your hamburger menu. On the desktop, you can switch to it in the upper bar by clicking the little arrow.

Manage Facebook business Pages
Find the Facebook Pages You Manage

Creating a page is not a big deal, right? To use the whole potential of Facebook for businesses, you should create a business manager account, as well as, an ad account to be able to run your paid ad campaigns. Regarding Facebook advertising, you can find complex info in our e-book!

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How to Publish Articles (Natively) on LinkedIn Like Pro

If you're wondering where you can get your articles published, so that it reaches a broader audience, we have great news for you: LinkedIn allows you to create and publish articles natively on their platform. Not only can you leverage the wide user base that LinkedIn has, but you can also use their analytics to see how your posts perform.

Like Facebook did with Instant articles, LinkedIn has switched from being a solely networking-based platform, focused on professionals, to a content-based platform that allows its user to educate themselves while spending time on their platform. That's also what both LinkedIn and Facebook (amongst other platforms) desire – to keep you, me and other users on their platform for as long as they can.

Does this feature represent the potential for you to share your knowledge among other people? You bet it does - if “done well”. Let's jump right into how you can publish articles natively on LinkedIn like a pro.

To get started, click the “Write an article” button. Can’t find it? It's right there, have a look:

Write an article — LinkedIn

Isn't this one of the features that has been in front of your eyes the whole time, but remained undiscovered? 

Once you hit the button, magic happens. You are redirected to an interface where you can create your native LinkedIn article. Having said that, you can now configure the content: add a headline, background image, write the article, add engaging or educating infographics or other visuals and finally, publish!

We won't leave you without any tips and tricks to get started (just keep reading), but we recommend you play around with this feature to get a better idea of what all you can do.

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7 Ways to Save Time on Daily Sales & Marketing Tasks

You, as an SMB owner, have a bunch of daily sales and marketing tasks you are probably facing every day, right? With these tips we will help you save some time.

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How a Marketing Automation Tool Will Guide You to Create a Perfect Strategy

Marketing strategy is probably the most abused word in the marketing industry. Everyone talks about strategies, but few know what it really represents. It has nothing to do with curating your presence on Facebook nor developing a Chatbot for your website. Trust me, strategy is something completely different.

Being an entrepreneur who is running a small business is already tough itself. Marketing, in most cases, is a process that slows you down as you have to learn it, hire people to execute your vision or deal with an agency (and their high fees). Luckily, with tools like groost life gets a bit better. Prepare a good strategy and automate your marketing efforts. Let's find out how.

Luckily, some tools can guide and educate you without you having to learn. Automation platforms are built to cover the majority of your marketing tasks. Having said this, they search for ways to guide you through the process of a successful onboarding in a simple way.

Before we get started, let's clarify what a marketing strategy means.

A strategy sets a target of where it is we want to be within a certain period of time. Now we are at point A, so where is the point B we want to reach. Marketing strategy, to narrow it down, answers these three core questions:

  1. Who is our customer?
  2. How do we position ourselves?
  3. What objectives do we set?

First, we need to clarify who we're aiming for – our target audience. Our target audience represents our potential customers. Getting to know them as thoroughly as possible will be crucial for the next steps. Secondly, we must focus on positioning – the way our customer sees us, what he thinks of us, what jumps to her mind immediately after the name of our brand or product is pronounced. If you think of Volvo, what jumps to your mind? Is it safety? This is not by mistake. Volvo wants to be considered the safest car, and they do everything they can to be perceived this way. That's positioning. Lastly, we ask ourselves, what goals we want to achieve. Knowing where you want to go and being able to quantify it helps you stay on track at all times!

Of course, you may want to conduct in-depth research on both internal and external factors (SWOT analysis works for internal factors, PESTLE for external) to find out how your business gets both positively and negatively influenced. While analysing, keep an eye on your competitors to know how well they do (and why). These points are, nonetheless, tied to your overall business, not solely marketing. Let's just focus on marketing for now.

Did you answer the three core questions? Great! Now see how automation tools can guide you to not just create, but also execute your strategy – complete the tactical steps.

1. They encourage you to focus on your customer

All tools from the most complicated to the easiest ones focus on a customer. Look at how Hubspot does it – they offer you a CRM to store all your customer data, track the website activity of your customers and segment them for email marketing and social ads. Customers are at the very center of their product features. So that should be the case in all of your marketing activities. In our latest post, we've covered the importance of being where your customers are – be customer-centric. Marketing automation platforms guide you without your assistance, so you can use your energy elsewhere. 

We've built a tool for an easy and efficient campaign management. It is so easy that non-marketers run their campaign within minutes. We focus, needless to say, on a customer- first approach. We encourage you to create your marketing persona and center your campaign around this. See how we do this below:

2. They offer you many ways to create content

Content – be it emails, social media ads, website forms or blog posts – is what should give a real value to your customer. There are many types of content (educational, comedic, aesthetically pleasing…), but all of it should be easily recognisable. What I mean by that is that every piece of content shows it's YOU and your business, and does not belong to anybody else. Using your logo in the header of an email or a social media creative helps easily identify your business. Your claim in headlines shows it's you, your brand colors signify it's you, the tone that plays at the beginning of each of your podcasts says it's you… With every piece of content you build the complete picture that pops into a customer's head when someone says the name of your brand or product. Presenting your unique attributes over your competitors and repeatedly identifying yourself with a certain market category helps your target audience discover who you really are – and what makes you unique. Automation platforms not only allow you to create content you need for your business to be successfully present online, but also guide you through these steps, so that you don't do it wrong.

3. They encourage you to analyze results

I can not emphasize this any more – if you can't measure something, you can't improve it. Tools like Keap, Hubspot or Mailchimp give you an in-depth analysis of your campaigns and efforts. They truly show you what's important to track and what isn't. When it comes to measuring results, things can get pretty complicated. Don't look at hundreds of metrics, unless it makes sense to you and you see the dependencies between them. If you run campaigns for 200 USD a month, focus on a few things (key metrics) that are tied to your goal and nothing else. Make sure to update your dashboard and, ideally, let the tools send you regular emails with the metrics you are most interested in. It'll save you a bit of time.

To codify the results of any campaign, it is crucial to tie them to your goals. Any campaign needs to be set up with goal(s). Say you want to increase the engagement for your Facebook post and lead people to your website. The number of people reached and the number of people that interacted with your content is what you'll be looking for –the  click through rate will show you the difference between those two (number of people who interacted / number of people reached). Simply put, this metric shows how good and juicy your content is. Did you get a 5% click through rate? Good job! Do you think 5% is too low?  I suggest you check the (industry) standards and judge this afterwards. Some metrics seem to be low, but if you dig deeper, you may realize that your campaign rocks.

To wrap it up, focus on three important questions, choose the right tools to help you execute your strategy and always measure your efforts. Being a small business owner is tough itself, don't put in more work. Let automation platforms help you get rid of the routine tasks and, thus, deliver better results. We've mentioned some of the tools here, so make sure to check it out.

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How to define the SUCCESS of your marketing efforts?

Before launching any marketing campaign, we must ask ourselves the question: What is it that I want to achieve by running this campaign? In other words, what goal do I set. This is crucial as it determines the outcome that needs to be tracked – the key metric(s) that I want to analyse. Let us call the key metric the North Star for now.

Imagine you sell houses in the U.S.A. By making great content (e.g. pictures & videos of a new house near a lake) and running an online ad, you want to reach as many people as possible! You worked out how to effectively target your customer and now it's time to evaluate your efforts.

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Do Your Marketing Right in 2020

Marketing is an ever-changing field and the methods that work aren’t usually long term. Are you having a hard time navigating the latest trends and the most efficient ways to optimize your content? Don’t worry, because most people struggle with the exact same thing. Here are 10 up-to-date tips for online marketing.

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