Platform InformationFacebook is the largest social media platform in the world, with 2.91 monthly active users. For brands, having a Facebook page is a no-brainer, as is optimizing all content for mobile (94% of all FB users access the platform via the mobile app). With a variety of content types, widespread reach across almost all age demographics, and endless options for paid advertising, Facebook is the bedrock of many brands’ social media strategies.
Platform AudienceCurrent audience demographics as of December 2021.
- 26% are 25-34
- 18% are 35-44
- 16% 18-24
- 14% 45-54
- 57% male
- 43% female
Posting and Cadence TimesWe find that this is currently the optimal cadence and posting schedule for Facebook. Cadence
- 1 time a day is ideal
- 3x/week minimum
- 9 am-3 pm EST
Content FormatsVideo is key on Facebook. Videos receive at least 59% more engagement than other post types. Notably, Facebook live video generates 2x the engagement as pre-recorded videos.
Ad RecommendationsVideos tend to get a 20 to 30% increase in conversions compared to Facebook image ads, with vertical videos generating the most engagement at 0.35%, higher than landscape (0.25%) and square (0.18%).
- Feed posts: 1:1 (square), 1.91:1 (landscape), 4:5 (portrait)
- Stories/Reels: 9:16
- Cover photo: 16:9
Facebook Hashtag UsageWhile not as important on Facebook as for other platforms, we recommend using 1-2 hashtags in posts. This is a good opportunity to share branded or campaign hashtags as well.
Facebook Growth OpportunitiesLive Video: Facebook’s live-streaming video solution makes up 20% of all video on the platform. As 82% of people would prefer a live video over reading a social post, it allows brands to create a deeper connection with audiences. Groups Get more organic reach for your posts by using Facebook Groups. Posts in groups that people engage with are displayed higher in the newsfeed and allow you to authentically communicate with your audience. Reels Reels—or vertical videos up to 60s—arrived on Facebook in 2021 and are now displayed at the top of the mobile Facebook newsfeed with Stories. Ads for reels were released in 2022, providing an opportunity for increased reach and performance in ads. Stories Facebook users are able to share “raw” or unfiltered content in Stories, which expire in 24 hours. These are easily reshared to Facebook when originally posting on Instagram. Click here to download a PDF version of our Facebook Best Practices.