As a marketer, you might have heard that Gen Z prefers TikTok, Instagram is trendier and so on. But Facebook is far from flailing. It’s the biggest social network in the world — by a large margin.
Gen Z prefers TikTok, Instagram is trendier, and new platforms are emerging to capture attention. But the data says different: Facebook isn’t merely hanging on, it’s the biggest social network in the world.
With over 3 billion monthly active users, Facebook sits at the center of Meta’s ecosystem and is one of the most important channels for marketers thanks to its highly effective ads. Its user base spans nearly every demographic and region, making it a platform that businesses can’t ignore, even as newer apps dominate headlines.
This roundup covers who uses Facebook in 2025, what performs, and how it shows up in consumer behavior and creator campaigns.
Facebook’s user base is massive (and more diverse than you might think)
Despite endless debates about whether Facebook is “for older generations” or “losing relevance,” the numbers don’t lie: Facebook is the biggest social platform in the world.
Facebook still dominates with over 3 billion monthly users
According to Statista, as of Q2 2024, it had 3.07 billion monthly active users — nearly 40% of the global population.
Scale matters here — no platform can match Facebook’s reach and demographics. And if you zoom out to Meta’s family of apps (the parent company of Facebook), the numbers get even larger.
An estimated 90% of social media users worldwide have a Facebook account, and across Meta’s family of apps — including Instagram, Messenger, and WhatsApp — 3.48 billion people log in daily, according to Statista, 2025.
So if you’re wondering whether your audience is on Facebook, the answer is likely: yes.
Facebook’s global audience skews slightly male
According to Statista, 2025, 56.8% of Facebook’s audience identifies as male, while 43.2% identifies as female.
If you’re tailoring content to a specific audience, this skew is worth keeping in mind — especially compared to more balanced platforms like Instagram.
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Note: The data we have access to only includes binary gender options (male and female). No additional gender identities were captured or reported.
Millennials make up Facebook’s core audience
Facebook’s largest demographic is men aged 25–34, who account for 18.5% of users, as shared by Statista, 2025.
In fact, millennials between 25 and 44 make up just over half of the platform’s audience — a reminder that the group who first fueled Facebook’s rise are still highly active.
But younger audiences aren’t absent. Men aged 18–24 are the second-largest user group, showing that Facebook continues to play a role in Gen Z’s digital mix (even if they spend more time overall on TikTok or Instagram, as shared by DataReportal, 2023).
At the other end of the age spectrum, only 6.1% of users are over 65, despite Facebook’s reputation as the “boomer app.”
The average social media user spends 36 minutes per day on Facebook
For the average social media user, Facebook is still part of their routine — nearly 19 hours a month, according to DataReportal, 2023.
That puts it behind apps like TikTok (33 hours, 38 minutes) and YouTube (27 hours, 26 minutes), but it’s far from being “checked once in a while.”
This doesn’t mean that you need to add Facebook to your strategy. But if you’re marketing to millennials, Gen X, or even older groups, Facebook still commands meaningful daily attention.
India leads the world in Facebook users
Facebook may be global, but its audience isn’t spread evenly. India tops the list with 383 million users (more than the entire U.S. population), according to Statista, 2025. To put it in perspective, if India’s Facebook audience were a country, it would be the third largest in the world.
Other major markets include the United States (196.9 million), Indonesia (122.3 million), and Brazil (111.65 million).
Together, these four countries make up a massive share of Facebook’s active audience and highlight where the platform has the most reach.
This means Facebook isn’t just a Western platform — its influence is strongest in large, mobile-first markets. If you’re looking to grow internationally, these countries are where your campaigns could see the biggest impact.
How people use Facebook
Knowing who’s on Facebook is only half the picture — the real insight comes from how people actually use it.
While the platform may not influence cultural conversation at the same scale as TikTok or X, Facebook is still deeply woven into daily routines.
For the creators, business owners, and marketers who rely on the platform, that mix of habitual use and massive reach means Facebook isn’t fading into the background. It’s just being used differently than it once was.
Facebook is still one of the most visited sites in the world
Despite how long it’s been around — or maybe because of that — Facebook remains a daily habit for billions. According to Similarweb, it’s the third most-visited website globally, behind only Google and YouTube. That puts it ahead of newer heavyweights like TikTok and Instagram.
This ranking shows that even if people spend less time per session than on other platforms, they keep coming back — often multiple times a day.
Most people use Facebook only on their phones
Like every major social platform, Facebook has gone mobile-first. Today, 81.8% of users access Facebook exclusively through their phones, while just 1.5% use desktop only, according to Statista, 2024. The rest split their time between the two.
That dominance of mobile matters for both creators and brands. Content needs to be designed for vertical scrolling, grabbing attention in the first few seconds, and encouraging interactions.
Stories draw half a billion daily users
Even as Meta shifts its content focus toward reels, across its platforms, Facebook Stories haven’t faded. According to the platform, more than 500 million people use stories every day, making it one of the platform’s most consistent features.
Stories thrive because they’re quick, casual, and mobile-native. They don’t require polished production or long watch times — they’re designed to disappear, which makes them feel more authentic.
That’s also why advertisers love them: stories provide a way to meet audiences in the flow of their daily scrolling without demanding too much attention.
Content performance and engagement
Not all Facebook posts perform the same. It’s vital to know which content types perform best and capture attention on the platform.
Facebook posts have one of the highest average engagement rates across social platforms
According to Buffer’s 2025 engagement rate study, Facebook posts average a 5.07% engagement rate — the second-highest across major social platforms, behind only LinkedIn (6.50%). That puts Facebook ahead of TikTok (4.86%), YouTube (4.41%), and Instagram (1.16%).
Notably, engagement on Facebook has held steady. While its siblings, Instagram and Threads, saw major swings in interaction patterns, Facebook held strong at around 5.45%.
Much of this comes down to how its core audience uses the platform and Meta’s continued investment in new content and monetization features.
Photos and albums outperform other post types
Despite Meta’s big push into video, photos are still the strongest performers on Facebook.
In our 2025 analysis, pictures earned 35% more engagement than text posts and nearly 44% more than videos, making them the clear winners on the feed.
Text posts came in second, edging out video by about 6.7%, while posts with links landed firmly in last place.
This ranking makes sense: Facebook’s feed has always rewarded quick, scroll-stopping visuals. A single photo or carousel is easier to consume than a video that requires sound or a link that pulls users out of the app. Even as Facebook Reels gain traction, images remain the format most likely to spark visible interactions.
In other words, on Facebook, simple visuals still punch above their weight.
Video is still a breakout format on Facebook
Static visuals may top the charts for engagement, but video remains one of Facebook’s fastest-growing formats. Forty percent of all time spent on Facebook and Instagram is dedicated to watching videos, according to eMarketer.
And when it comes to short-form specifically, Facebook Reels now reach an estimated 616.8 million people — nearly a third of the platform’s ad inventory, according to DataReportal, 2023.
Meta has been explicit about its focus here: Reels are reshared 3.5 billion times every day across Facebook and Instagram (Meta Creators, 2025).
That combination of reach and shareability has quickly made video the platform’s most dynamic content type, even if photos still dominate the feed.
The best time to post on Facebook is early morning
If you’re wondering when to post to get eyes on your content, early mornings can help you stand out.
Buffer’s 2025 analysis of more than 1 million posts shows that the single best time to post is 5 a.m. on Monday, with other strong slots on Tuesday at 5 a.m. and Thursday at 7 a.m.
Why so early? It comes down to behavior. Facebook’s largest demographic is adults aged 25–34, followed closely by 35–44 — groups most likely to check their feeds before work or right as they wake up.
Even if your post isn’t seen immediately, early-morning publishing lets it percolate in the feed so it’s waiting when users log on.
Wednesday is the best day to post on Facebook
When it comes to days of the week, mid-week wins. Posts shared on Wednesday see the highest overall engagement, edging out Thursday and Tuesday.
On the flip side, weekends lag behind — posts on Sunday average 15% less engagement than those shared mid-week.
While the difference between weekdays is small, the pattern is clear: Facebook thrives when people are in their workweek routines, not when they’re switching off.
If timing is part of your strategy, aim for mid-week mornings to give your posts the best chance of landing.
Posting more doesn’t mean more engagement
It’s tempting to think that more posts equal more traction, but Facebook’s data tells a different story.
RivalIQ’s 2024 benchmarks show that posting frequency has little impact on engagement rates.
Across industries, the median posting frequency on Facebook is 4.69 posts per week, and the median engagement rate is just 0.063%.
The brands in the top 25% for engagement post almost the exact same amount — 4.6 posts per week — but see engagement rates three times higher (0.19%).
The state of creators and brands on Facebook
While TikTok and Instagram tend to dominate influencer conversations, Facebook still plays a surprisingly big role in creator marketing.
Brands post an average of 43 times per month on Facebook
Across industries, the median posting frequency on Facebook works out to about 43 posts per month — roughly 1.5 posts per day (Socialinsider, 2024). That cadence reflects the platform’s rhythm: steady enough to stay visible in the feed, but not so frequent that it overwhelms audiences.
Still, frequency alone doesn’t guarantee engagement. Some brands see better results by posting less often but focusing on higher-quality content. Others thrive with daily posting because their audiences expect a constant flow of updates, promotions, or community news.
In practice, it’s about balance. Think of the 43-post benchmark as a starting point — then layer in timing, content mix, and quality. The brands that succeed on Facebook don’t just keep up a steady stream; they make each post worth stopping for.
Nano- and micro-influencers provide the best ROI
According to Shopify, here are the average cost per post for different 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 brands with tighter budgets, nano- and micro-influencers offer the strongest ROI. Their audiences may be smaller, but they’re often more engaged and more niche, making campaigns feel authentic rather than forced.
What these Facebook statistics mean for your strategy in 2025
With more than 3 billion monthly users and a role in everything from daily habits to shopping and influencer marketing, Facebook remains the backbone of social media.
The platform’s integration into the everyday lives of social media users places it in an interesting position compared to its peers. It’s where discovery, connection, and commerce quietly overlap.
You don’t need to treat Facebook like TikTok or reinvent your content to fit in with it. Instead, lean into the formats that perform and match your posting rhythm to your audience’s habits.
