Facebook Marketing Statistics for 2026: Engagement Rates, Organic Reach, Reels, Groups, Social Commerce, and Ad Performance

In 2026, Facebook remains the largest social media platform in the world by monthly active users, with more than 3.07 billion people using it each month and approximately 2.11 billion logging in daily, representing a DAU-to-MAU ratio of 67%. It is the third most visited website on earth after Google and YouTube, the most widely used social platform for marketing with 91% of organizations worldwide maintaining a presence, and the platform that 28% of marketers globally say delivers their highest ROI, ahead of Instagram at 22% and YouTube at 12%, based on a Sprout Social survey conducted in October 2024. Facebook’s total ad revenue reached USD 164.5 billion in 2024, up from USD 134 billion in 2023, cementing its position as the world’s second-largest digital advertising company behind only Alphabet.

But Facebook marketing in 2026 operates under conditions fundamentally different from those that defined the platform’s earlier commercial peak. Organic reach averaged just 1.65% of page followers in 2025, with Metricool’s analysis of hundreds of thousands of accounts finding post reach down 41% year-over-year in 2024, and the average engagement rate across all industries settling at a median of 0.15%. The mechanism of Facebook’s authority has shifted from page-follower relationships to interest graph distribution: nearly a third of content in the Feed is now “unconnected posts” from pages and creators users don’t follow, surfaced by Meta’s AI-driven recommendation engine. Reels reach is up 13% while standard post reach is down 41%. And Facebook Groups drive 30% higher organic engagement than Pages, with 1.8 billion people engaging with Groups every month.

Reels are the clearest structural signal of where Facebook marketing performance is concentrated. Reels earn 200 billion daily views across Facebook and Instagram combined. Reels Ads convert at rates 50% higher than static image ads. The average engagement rate for a Reel from a Facebook influencer is 0.23%, compared to 0.17% for standard video and 0.11% for image posts. And Meta says Reels remains the primary driver of video growth on Facebook. For marketers willing to adapt to video-first, interest-graph distribution and social commerce — Facebook Marketplace reaches 1.1 billion users monthly — the platform’s scale provides access to audiences no other social channel can match.

This article compiles 75+ Facebook marketing statistics organized across nine thematic sections, drawn from the latest figures published within the last two years by primary data providers including Sprout Social, Meta earnings reports, Hootsuite, Rival IQ, Metricool, SocialPilot, Cropink, Cool Nerds Marketing, Swydo, Socialinsider, and Amra and Elma. Every statistic is atomic, individually sourced, and linked directly to its original study or publication.

Scope and Methodology

Includes only publicly available Facebook marketing statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry benchmark reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Facebook Marketing Statistics for 2026

Facebook has more than 3.07 billion monthly active users globally as of Q2 2024, maintaining its position as the largest social media platform in the world, based on Meta earnings data cited in SocialPilot Facebook Statistics 2026.
91% of organizations worldwide have a presence on Facebook as of 2024, making it the most universally adopted social platform for business marketing, based on data published by Cropink Business on Facebook Statistics 2025.
Facebook’s total ad revenue reached USD 164.5 billion in 2024, up from USD 134 billion in 2023, based on Meta’s financial reporting cited in Cropink Business on Facebook Statistics 2025.
28% of marketers globally say Facebook delivers their highest ROI, ahead of Instagram at 22% and YouTube at 12%, based on a global marketer survey conducted in October 2024 cited in Sprout Social Social Media ROI Statistics 2025.
Facebook’s organic post reach fell 41% year-over-year in 2024, while Reels reach grew 13% in the same period, based on Metricool’s analysis of hundreds of thousands of Facebook accounts published in Metricool Facebook Statistics 2025.
Across Facebook and Instagram, Reels earn approximately 200 billion daily views combined, based on Meta-reported data cited in Sprout Social Facebook Statistics for Marketers 2025.
1.8 billion people engage with Facebook Groups every month, and private Groups see 40% higher engagement than public ones, based on platform data cited in Cool Nerds Marketing Facebook Statistics 2025.
Facebook Messenger messages generate an 88% open rate and click-through rates as high as 56%, based on Messenger performance benchmarks published by Cropink Business on Facebook Statistics 2025.
The average Facebook page posts 7.9 times per week, with 10 posts per week delivering the optimal engagement rate of 1.61%, based on posting frequency analysis cited in Cropink Business on Facebook Statistics 2025.
Facebook Marketplace is used by 1.1 billion people monthly, with 19% of U.S. consumers starting their online shopping search on Facebook, based on Statista data cited in Metricool Facebook Statistics 2025.
67% of marketers who use social listening are confident in their Facebook ROI, compared with 59% of those who do not have a social listening plan, based on Hootsuite-reported data cited in Hootsuite Facebook Statistics 2025.
Videos uploaded natively on Facebook have 10x the reach of YouTube links shared on the same platform, based on native video reach comparison data cited in Cool Nerds Marketing Facebook Statistics 2025.

Platform and Audience Statistics

Facebook had approximately 2.11 billion daily active users as of Q2 2024, representing a DAU-to-MAU ratio of approximately 67% and consistent day-over-day engagement, based on Meta earnings data cited in SocialPilot Facebook Statistics 2026.
Facebook is the third most visited website in the world after Google and YouTube, based on Similarweb global ranking data cited in Metricool Facebook Statistics 2025.
There are 3.35 billion daily active users across Meta’s core family of apps including Facebook, Instagram, WhatsApp, and Messenger as of Q4 2024, based on Meta earnings reported by Hootsuite Facebook Statistics 2025.
Facebook now captures roughly 71.43% of the global internet-using population, based on Statista late 2025 audience data cited in SocialPilot Facebook Statistics 2026.
India is Facebook’s largest market with over 403 million users, followed by the United States at 197 million and Indonesia at 120 million, based on Statista audience data cited in SocialPilot Facebook Statistics 2026.
56.8% of Facebook users globally are male and 43.2% are female, with the gender balance reversed in the United States where 76% of women use the platform compared to 59% of men, based on demographic data cited in Sprout Social Facebook Statistics for Marketers 2025.
Millennials aged 25 to 34 account for the largest demographic on Facebook, making up over 600 million users globally and representing 18.4% of the total user base, based on demographic data cited in Cool Nerds Marketing Facebook Statistics 2025.
43% of U.S. Facebook users are between the ages of 18 and 34, and Gen Z accounts for approximately 23% of Facebook’s large audience globally, based on age distribution data cited in Metricool Facebook Statistics 2025.
81.8% of Facebook users exclusively access the platform via mobile, and only 1.5% access it solely from a desktop or laptop, based on device usage data cited in Cool Nerds Marketing Facebook Statistics 2025.
U.S. Facebook users spend an average of 31 to 33 minutes per day on the platform, making it the social media app on which Americans spend the most daily time, based on usage data cited in Sprout Social Facebook Statistics for Marketers 2025 and Hootsuite Facebook Statistics 2025.

Engagement Rate and Organic Reach Statistics

The average Facebook engagement rate across all industries is approximately 0.15% in 2025, down from a 2024 median of 0.2%, based on Keefomatic research and Swydo industry analysis published in Swydo Facebook Organic Metrics 2025.
Facebook’s organic reach averaged 1.37% to 1.65% of page followers in 2024 and 2025, with 2 to 4% indicating strong performance and below 1% indicating algorithm suppression, based on industry benchmark data published by Swydo Facebook Organic Metrics 2025.
Nearly a third of all content seen in the Facebook Feed is unconnected posts from pages and creators users do not directly follow, surfaced by Meta’s AI recommendation engine, indicating that interest-graph distribution has structurally replaced follower-based reach, based on platform algorithm data cited in Hootsuite Facebook Statistics 2025.
The all-industry median Facebook engagement rate declined in the 2025 Rival IQ benchmark, with Higher Ed and Influencers continuing to achieve the highest engagement rates, pairing moderate posting with strong content-audience alignment, based on Rival IQ’s 2025 Social Media Industry Benchmark Report studying millions of posts from 14 industries by Rival IQ 2025 Social Media Industry Benchmark Report.
Food and Beverage achieved the highest organic engagement potential on Facebook at 1.2% to 1.8%, while Health and Beauty and Tech and Software typically achieve the lowest at around 0.02%, based on industry engagement benchmark analysis published by Swydo Facebook Organic Metrics 2025.
Brands using Facebook Groups experience 30% higher organic engagement compared to Page-only strategies, based on community engagement research cited in Cool Nerds Marketing Facebook Statistics 2025.
User-generated content performs 3x better than brand-generated posts on Facebook in terms of organic engagement, based on content type performance data cited in Cool Nerds Marketing Facebook Statistics 2025.
More than 70% of Facebook users check business Pages at least once a week, indicating consistent audience intent to interact with brand content, based on platform behavior data cited in RecurPost Facebook Statistics 2026.
Brands saw a 20% year-over-year jump in average inbound engagements in 2024 across social networks, rising from a baseline of 70% in 2023 to 83%, based on Sprout Social’s 2025 Content Benchmarks Report analyzing more than 3 billion messages from over 1 million public social profiles by Sprout Social Content Benchmarks Report 2025.

Video and Reels Statistics

40% of all time spent on Facebook is dedicated to watching video, with Reels identified as the primary driver of that engagement growth, based on Meta-reported platform data cited in Cropink Business on Facebook Statistics 2025.
3.5 billion Reels are reshared daily across Facebook and Instagram combined, based on Meta-reported data cited in Amra and Elma Facebook Marketing Statistics 2025.
Facebook Reels have seen a 40% increase in views year-over-year, based on platform video growth data cited in Maestra AI Facebook Statistics 2025.
Facebook Reels account for 3.3% of all impressions on the platform, and Reels Ads generate 50% higher conversions than static image ads, based on platform format performance data cited in Metricool Facebook Statistics 2025 and Cool Nerds Marketing Facebook Statistics 2025.
Meta’s October 2025 algorithm update surfaces 50% more Reels from creators who published content that day, giving recent video a strong visibility advantage in the Feed, based on platform update data cited in Sprout Social Organic Reach Guide 2026.
Video ads on Facebook generate 6x more engagement compared to image-based ads, and videos get approximately 135% more organic reach than static images, based on format comparison data cited in Maestra AI Facebook Statistics 2025.
74% of Facebook videos are watched without sound, making captions essential for video marketing performance, and square videos at 1:1 ratio generate 35% more views than landscape videos, based on video format data cited in Cool Nerds Marketing Facebook Statistics 2025.
Vertical video ads with speech or voiceover convert 3% higher per dollar spent than those without, based on Meta ad format performance research cited in Cropink Business on Facebook Statistics 2025.
81% of businesses post videos on Facebook, reflecting near-universal adoption of video as a content format for business marketing, based on business behavior data cited in RecurPost Facebook Statistics 2026.
Reels on Meta including Facebook and Instagram account for 40.8% of social users’ video consumption globally, based on Meta-reported video consumption data cited in Sprout Social Facebook Statistics for Marketers 2025.

Influencer Marketing Statistics

The average engagement rate per post from a Facebook influencer in 2024 was 0.11%, with Reels achieving the highest engagement at 0.23%, standard video at 0.17%, and image posts at approximately 0.11%, based on Sprout Social Influencer Marketing data published by Sprout Social Facebook Statistics for Marketers 2025.
The United States leads all countries in Facebook influencer engagement, with Mexico and Brazil also showing strong engagement levels that make localized partnerships particularly effective in those markets, based on Sprout Social Influencer Marketing geographic data published by Sprout Social Facebook Statistics for Marketers 2025.
The total Facebook influencer market generated approximately USD 63.1 billion in Earned Media Value in 2024, with continued growth projected through 2026, based on influencer market data cited in SocialPilot Facebook Statistics 2026.
92% of marketers in 2026 intend to work with a mix of macro and micro-influencers rather than high-cost celebrity partnerships, reflecting a structural shift toward performance-driven influencer spend over reach-based deals, based on marketer preference data cited in SocialPilot Facebook Statistics 2026.
Meta’s feed is evolving into an interest graph in 2026, with Meta AI personalizing Reels and ads to reach high-intent users who don’t yet follow a creator, enabling influencer content to reach new audiences beyond existing follower bases, based on platform evolution data cited in SocialPilot Facebook Statistics 2026.
Facebook remains a key influencer marketing platform for older demographics: Facebook is the top platform for customer care among Millennials, Gen X, and Baby Boomers, and U.S. moms spend 2.3x more time on Facebook than TikTok, based on demographic behavior data cited in Cropink Business on Facebook Statistics 2025.

Social Commerce Statistics

Facebook Marketplace is used by 1.1 billion people monthly, with 1.1 billion buyers engaging with the platform, making it one of the largest peer-to-peer commerce platforms globally, based on Statista data cited in Metricool Facebook Statistics 2025.
51% of social media users say they use Facebook to purchase goods online, the second-highest purchase rate of any social platform behind TikTok, based on social commerce behavior data cited in Metricool Facebook Statistics 2025.
50% of Facebook users have made a purchase directly from Facebook Shops, and 40% of Facebook users actively shop on Facebook Marketplace, based on social commerce adoption data cited in Cool Nerds Marketing Facebook Statistics 2025 and Cropink Business on Facebook Statistics 2025.
Live shopping events on Facebook drive 3x higher conversions than traditional ecommerce listings, based on live commerce performance data cited in Cool Nerds Marketing Facebook Statistics 2025.
Facebook is projected to reach 3.15 billion monthly active users by 2026, and eMarketer predicts Facebook will pull ahead of Instagram in social commerce over the next three years, driven by Marketplace growth, based on platform growth data cited in SocialPilot Facebook Statistics 2026.
Facebook users are 53% more likely to shop from businesses they can interact with on the platform, highlighting the commercial value of consistent brand engagement and customer responsiveness, based on behavioral data cited in RecurPost Facebook Statistics 2026.
1.2 billion messages are exchanged between businesses and users on Facebook Messenger each month, reflecting the platform’s role as a primary customer communication and commerce channel, based on Messenger activity data cited in Cool Nerds Marketing Facebook Statistics 2025.

Advertising Performance Statistics

Facebook has a total potential advertising reach of 2.19 billion users, making it the largest single paid social media advertising audience globally, based on Meta advertising reach data cited in Metricool Facebook Statistics 2025.
The average price per ad on Facebook increased by 14% year-over-year in Q4 2024, while ad impressions grew by only 6%, based on Meta’s Q4 2024 earnings report cited in SocialPilot Facebook Statistics 2026.
There are over 8 million active advertisers using Meta across all platforms, based on Facebook-published data cited in Metricool Facebook Statistics 2025.
93% of social media marketers use Facebook Ads, and 93% of Facebook ad revenue comes from mobile ads, based on platform adoption and revenue data cited in Cool Nerds Marketing Facebook Statistics 2025.
The average conversion rate for Facebook Ads is approximately 9.21% across all industries, with fitness brands achieving as high as 14.29% and technology advertisers averaging approximately 2.31%, based on conversion rate benchmarks cited in SocialPilot Facebook Statistics 2026.
Carousel Ads achieve a 1.92% CTR, the highest engagement among Facebook ad formats, followed by video ads at 1.84% CTR, Stories Ads at 1.25%, and Reels Ads as the fastest-growing format delivering 50% higher conversions than static ads, based on Facebook ad format performance data cited in Cool Nerds Marketing Facebook Statistics 2025.
Meta’s Advantage+ automation suite reports up to a 30% reduction in CPA and a 22% increase in conversion rates for advertisers using AI-powered campaign automation, based on Meta platform product performance data cited in SocialPilot Facebook Statistics 2026.
Good Facebook Ads campaigns yield ROI between 4x and 5x of spend with expert strategy layered on top, based on HawkSEM agency data cited in Sprout Social Social Media ROI Statistics 2025.
42.4% of Facebook ad campaigns are used to increase audience engagement and interaction, the most common campaign objective across the platform, based on advertiser objective composition data cited in Metricool Facebook Statistics 2025.

Groups and Community Statistics

1.8 billion people engage with Facebook Groups every month, and over half of those people are members of five or more Groups, based on platform data cited in Metricool Facebook Statistics 2025.
Private Facebook Groups see 40% higher engagement than public Groups, making gated community content a structurally superior engagement format for brands, based on community engagement data cited in Cool Nerds Marketing Facebook Statistics 2025.
Brands using Facebook Groups experience 30% higher organic engagement compared to Page-only strategies, because Groups algorithm distribution differs from Page algorithm suppression, based on community vs Page engagement comparison data cited in Cool Nerds Marketing Facebook Statistics 2025.
Peak Facebook traffic occurs on Wednesdays and Thursdays between 11 AM and 2 PM, though the best time varies significantly by industry, with finance and construction peaking Thursday midday and government accounts peaking Sunday mornings, based on Hootsuite original data and timing research cited in Hootsuite Facebook Statistics 2025.
Facebook users generate 510,000 comments, 293,000 status updates, 136,000 photo uploads, and 4 million likes every minute, reflecting the volume of user-generated content flowing through the platform at all times, based on platform activity data cited in Cool Nerds Marketing Facebook Statistics 2025.
67.13% of web traffic referrals across the internet come from links posted on Facebook, making it the world’s largest social referral traffic driver, based on traffic referral data cited in Metricool Facebook Statistics 2025.

References

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