Facebook marketing statistics for 2026 tell a story most people don’t expect. Marketers keep calling the platform dead, yet the data says otherwise. Budgets are shifting toward Facebook, not away from it. Something about this platform still works, even as newer apps grab headlines. That gap between perception and performance is worth a closer look.
This guide breaks down the numbers behind that confidence. You’ll see current ad costs, engagement rates by content type, and how Reels are reshaping organic reach. We’ll also cover Marketplace growth, Messenger response rates, and where influencer spending is heading. Each section pulls from real 2026 data, so you can compare Facebook’s performance against your own campaigns.
Facebook’s ROI and Standing Among Marketers
Marketer sentiment toward Facebook stays strong heading into 2026, and budgets are following that confidence.
- 70% of marketing leaders say Facebook delivers positive ROI (Sprout Social)
- 70% of marketing leaders agree Facebook has a stronger impact on their business than any other platform (Sprout Social)
- 62% of marketers plan to put more time and resources into Facebook in 2026 (Sprout Social)
- 86% of marketers use Facebook for marketing, and 47% call it their top choice for social ads (Shopify)
- 89% of marketers globally are active on Facebook, with 53% planning to raise investment (Cropink)
- 91% of organizations worldwide keep a presence on Facebook (Cropink)
- 93% of marketers run Facebook ads on a regular basis (Cropink)
- 22% of B2B marketers say Facebook offers the best ROI; 29% of marketers overall call it the strongest social platform for ROI (Cropink)
- 40% of businesses consider Facebook their most profitable ad platform (Cropink)
Facebook’s Share of the Social Media Market
Facebook’s slice of the social media market slipped slightly between 2024 and early 2026, while TikTok picked up ground.
| Metric | Value | Period |
| Facebook social media market share | 66.23% | 2024 |
| Facebook social media market share | 64.8% | Q1 2026 |
Source: Amra and Elma
Facebook Adoption by Business Type
- 91% of B2C brands use Facebook, compared with 83% of B2B brands (Shopify)
- More than 60% of clothing and apparel store owners sell on Meta, the highest concentration of any vertical Shopify tracked (Shopify)
- 31% of merchants earning over $1 million a year name paid advertising as their most effective growth strategy, per a 2025 Shopify survey (Shopify)
Where Facebook Ranks for Video Marketing
| Platform | Marketers ranking it top for video |
| YouTube | 69% |
| 56% | |
| 55% |
Source: Sprout Social
- Facebook ranks fourth overall for video marketing use, with 66% of video marketers on the platform (Sprout Social)
- 71% of marketers still call Facebook a great platform for video specifically (Cropink)
- In 2024, X (formerly Twitter) edged out Facebook as the most used platform for marketer content, with Facebook close behind (Statista)
What Marketers Use Facebook For
| Marketing goal | Share of marketers |
| Increase exposure | 63% |
| Boost traffic | 41% |
| Generate leads | 39% |
| Build loyal fans | 32% |
| Increase sales | 31% |
Source: Shopify
On the organic side, 38% of marketers plan to increase their organic activity on Facebook, while only 12% plan to cut back (Shopify).
Facebook Ad Cost and Performance Benchmarks
Cost and performance data on Facebook ads varies by source, year, and methodology. The figures below are grouped by the study they came from, so you can compare like with like.
Sprout Social’s Benchmarks
Sprout Social splits its data by campaign objective, and the two objectives moved in opposite directions: traffic campaigns got cheaper and more clicked-on, while leads campaigns got pricier and converted less often.
| Metric | Value | Change |
| Leads campaign CTR | 2.59% | N/A |
| Traffic campaign CTR | 1.71% | up from 1.57% |
| Traffic campaign CPC | $0.70–$0.94 | down 6.7% YoY |
| Leads campaign CPC | $1.92 | up from $1.88 |
| Leads campaign conversion rate | 7.72% | down from 8.67% |
Source: Sprout Social
Amra and Elma’s 2026 Data
This dataset shows the opposite trend on conversion and CTR.
| Metric | 2024 | 2026 |
| Average CTR | 2.53% | 3.17% |
| Average conversion rate | 8.78% | 10.14% |
| Highest-CTR industry | N/A | Retail/e-commerce, 4.23% |
| Highest-conversion industry | N/A | Health/wellness, 13.6% |
| Steepest CPC rise | N/A | Finance/insurance, $3.82 |
Source: Amra and Elma
The gap between these two datasets likely comes down to methodology and campaign mix rather than a real contradiction. Sprout Social splits its numbers by campaign objective, leads versus traffic. Amra and Elma report a blended average across all objectives. Treat both as directionally useful rather than interchangeable.
KlientBoost’s Cross-Industry Averages
- Average CPM: $16.12 across all industries, ranging from around $34 down to under $2 depending on campaign objective (KlientBoost)
- Average CPC: $0.43
- Average CTR: 0.90%
- Average CPA: $18.68
- Average conversion rate: 9.21%
| Industry | CTR | Conversion Rate |
| Apparel | 1.24% | N/A |
| Retail | 1.59% | N/A |
| B2B | 0.78% | N/A |
| Technology | 1.04% | 2.31% |
| Finance & Insurance | 0.56% | N/A |
| Fitness | N/A | 14.29% |
| Education | N/A | 13.58% |
Source: KlientBoost
- Technology CPA runs about three times higher than the overall average, at $55.21
- Education CPA comes in far below average, at $7.85, against an overall average of $18.68
Source: KlientBoost
The technology-versus-education gap shows up across every dataset in this article: technical and B2B categories consistently cost more per click and per action, while education, fitness, and lifestyle categories convert cheaper and more often.
Novabeyond’s Industry Snapshot
Novabeyond’s numbers line up with KlientBoost’s on the same point: real estate and fitness post the strongest click-through rates, while finance stays the most expensive category to reach on a cost-per-thousand basis.
| Industry | CTR | CPC | CPM |
| Real estate | 2.60% | N/A | N/A |
| Fitness | 1.90% | N/A | N/A |
| Education | 1.66% | N/A | N/A |
| Finance | 1.34% | N/A | above $30 |
| Apparel | N/A | $0.45 | N/A |
| Technology | N/A | $1.27 | N/A |
| Retail | N/A | N/A | $11.00 |
| Platform average | N/A | N/A | $14.40 |
Source: Novabeyond
Engagement-objective campaigns average a 1.43% CTR on Novabeyond’s data (Novabeyond).
Cropink’s Traffic and Lead-Gen Data
Cropink’s numbers confirm the same industry pattern: professional services with a high customer lifetime value, like law and dental practices, pay far more per click than general traffic campaigns.
- Average traffic campaign CTR: 1.57%, though real estate, restaurants, and travel all clear 2%
- Overall CPC: $1.72, but traffic campaigns alone cost just $0.77 per click
- Lead-generation CPC: $1.88, with attorneys paying upward of $8 per click and dentists and physicians upward of $4
Source: Cropink
Facebook Ad Cost History Since 2016
Older data from KlientBoost shows how far Facebook ad costs have moved.
- Average Q4 2016 CPC: $0.35 overall, $0.26 in the US specifically
- Female audiences cost more per click, $0.24, than male audiences, $0.19
- Advertising to the 45-65+ age bracket cost slightly more than targeting 18-44 year-olds
| Placement | Average CPC (Q3 2016) |
| Desktop newsfeed | $0.32 |
| Mobile newsfeed | $0.19 |
| $0.60 | |
| Right-hand column | $0.32 |
| Audience network | $0.06 |
Source: KlientBoost
- Most expensive day to advertise: Friday, at $0.27 CPC, followed by Thursday at $0.25
- Cheapest window: 4 to 8 p.m., averaging $0.23 CPC
- Desktop ads carried an average CPA of $4,625, over 34% higher than mobile’s $3,188 average, in one test
| Campaign objective | Average CPC |
| Page engagement | $0.03 |
| Post engagement | $0.04 |
| Link clicks | $0.12 |
Source: KlientBoost
- Average cost per 1,000 impressions: $7.19, or $7.34 across all objectives combined
- Cost-per-like for Page Like campaigns: $0.26, dropping to $0.10 on mobile newsfeed placement
- Average app install cost: $1.70, ranging up to $5.40 in the UK and $3.18 in Germany, against $2.28 in the US
- Cheapest install placement: Audience Network, at $0.62
- Android installs run up to three times cheaper than iPad or iPhone installs
Source: KlientBoost
Comparing this 2016 data with the 2026 benchmarks above shows a market that’s matured a lot: average CPCs have roughly doubled or tripled depending on the objective, and placement no longer swings cost the way it did when Instagram was still a separate, pricier line item.
Ad Creative, Targeting, and Landing Pages
Creative choices and targeting settings affect cost almost as much as industry does. The data below shows which levers move CPC, conversion cost, and reach the most.
- 69% of ads link to a landing page, 20% link to a Facebook page, 11% link to the company’s home page (KlientBoost)
- At two exposures per person, average CPC climbs 49.82% while CTR drops 8.91% (KlientBoost)
- A 10% Lookalike Audience produced a 70% higher cost-per-conversion than a 1% Lookalike Audience in one test (KlientBoost)
- Global average ad frequency: 1.8 to 2.5 weekly exposures (Novabeyond)
- $5 a day buys about 9 page likes, at $0.57 per like (KlientBoost)
- A $5 boosted post reaches roughly 787 people on average (KlientBoost)
- In one B2B experiment, a click to a B2B site cost $4.01 on average, and reaching 1,000 people cost $6.35 (KlientBoost)
- Most headlines run about 5 words; marketers prefer 4-6 word headlines (KlientBoost)
- Based on an analysis of 37,259 ads, average main copy runs 14 words, and the average link description runs 18 words (KlientBoost)
- A CTA button lifts click-through rate by 2.85 times (KlientBoost)
| CTA | Share of ads analyzed |
| Learn More | 34.5% |
| Play Game | 30.7% |
| Sign Up | 22.6% |
Source: KlientBoost
In one experiment, “Download Now” beat “Learn More” by 50.6% and “Sign Up” by 40.4% on cost per lead (KlientBoost).
- 40% of users aged 18-24 say they’d pay for an ad-free subscription, compared with just 5% of users aged 55-64 (Cropink)
- Users aged 18-24 show 75% less attention span for video ads than users over 65 (KlientBoost)
Facebook Organic Engagement Statistics
Organic reach on Facebook has been shrinking across every measurement available.
- Average engagement rate on business pages: 0.15% in 2025, a 36% drop over the prior year (Shopify)
- Separate measurement puts average engagement at 0.063%, with a median of just 0.015% across industries (Cropink)
- Accounts with fewer followers consistently see higher engagement rates than larger accounts (Sprout Social)
Engagement by Content Type and Industry
| Industry | Engagement rate |
| Sports teams | 0.23% |
| Higher education | 0.13% |
| Influencer content | 0.1% |
| Travel content | 0.06% |
Source: Shopify
| Content format | Engagement rate (Shopify) | Engagement rate (Cropink) |
| Status posts | 0.2% (up from 0.15%) | 0.11% |
| Albums / photos | 0.18% | ~0.15% |
| Reels | 0.18% | 0.23% |
| Images | 0.15% | 0.08% |
| Videos | N/A | 0.12% / 0.17% |
| Link posts | 0.05% | 0.04% |
Reels stand out as the one format that grew: in Q1 2026, Reels were the only content format to post a year-over-year engagement increase (Shopify). Brands responded by shifting their posting mix:
- Average posting volume dropped 22% in 2025, to about 39 posts a month (Shopify)
- Average Reels output rose from five to seven posts a month over the same period (Shopify)
Best Times and Frequency to Post
| Source | Best posting window |
| Cropink | Weekdays 9 a.m.–1 p.m.; peak Wednesday 9 a.m. and 3 p.m. |
| KlientBoost | 12 p.m.–3 p.m. weekdays; 12 p.m.–1 p.m. weekends |
| GudSho | 1 p.m.–3 p.m. Thursdays and Fridays |
Sources: Cropink, KlientBoost, GudSho
- Weekends underperform, especially after 8 p.m. or before 5 a.m. (Cropink)
- Average organic reach per post: 2.6% of a page’s audience (GudSho)
- 75% of engagement lands within the first five hours of a post going live (KlientBoost)
- 75% of lifetime impressions happen within the first 150 minutes (KlientBoost)
- Smaller pages tend to see a higher share of fans reached per post than larger pages (KlientBoost)
- Average Page posts 7.9 times a week; optimal frequency for engagement is closer to 10 times a week, at a 1.61% engagement rate (Cropink)
- Influencers post around 4 times a week yet still out-engage brands posting six or more times a week (Cropink)
Facebook Video and Reels Marketing Statistics
- 17.4% of all Facebook posts include video, and among all formats, only Reels earn a higher engagement rate (Cropink)
- Video posts average a 0.26% engagement rate against an overall average of 0.18% (KlientBoost)Engagement by Format (Highest to Lowest)
| Rank | Format | Beats | By |
| 1 | Live video | Standard video | 6x interactions, 10x comments |
| 2 | Reels | Standard video | 22% higher engagement |
| 3 | Standard video | Other post types (images, text, links) | 59% more engagement |
| 4 | Image posts | Text-only posts | 2.3x engagement |
| 5 | Text-only posts | Baseline | N/A |
Sources: Sprout Social, Novabeyond, GudSho
- Live video engagement peaks between 30 and 40 minutes into a stream (Sprout Social, Novabeyond)
- Users share video content twice as often as links (Novabeyond)
- Reels running 90 to 120 seconds see the most engagement (Sprout Social)
| Preferred content format | Share of users |
| Short-form video | 48% |
| Text posts | 32% |
| Live video | 22% |
Source: Sprout Social
- Branded Reels from verified business accounts generated an average organic reach of 18.4% of total page followers, nearly triple the reach of standard image posts (Amra and Elma)
- Video consumption made up 52% of total time spent on the platform in 2026, up from 40% in 2024 (Amra and Elma)
Video Format and Production Choices That Move the Needle
- Vertical video increases completion rates by up to 35% (Novabeyond)
- Captioned video increases watch time by 12% (Novabeyond)
- Videos under 15 seconds see the highest completion rates of any length (Novabeyond)
- Square video formats increase engagement by 30% (Novabeyond)
- Mobile-first creative improves click-through rate by 20% or more (Novabeyond)
- Mobile feed generates 10x more impressions than desktop feed; mobile accounts for 94% of all video views (GudSho, Novabeyond)
- Mobile drives more than 94% of Facebook’s ad revenue (GudSho)
- Users are 1.5x more likely to watch a video on their phone than anywhere else (KlientBoost)
Sound and speech change conversion outcomes for vertical video ads specifically:
- Vertical video ads with speech or voiceover convert 3% higher per dollar spent than those without (Cropink)
- Ads with audio alone see 12% more conversions (Cropink)
- Ads combining speech and sound convert 29% higher than any other ad type on the platform (Cropink)
Taken together, this data points to one production standard: vertical, captioned, sound-on video built for a phone screen consistently outperforms video repurposed from other formats.
Facebook Social Commerce and Product Discovery Statistics
Facebook has moved well past being a discovery-only platform. Shoppers now research, message, and buy without leaving the app, and the statistics below trace that path from first impression to purchase.
- Facebook holds the top spot for product discovery: nearly 40% of social media users discover new products there, more than on any other platform (Sprout Social)
- 71% of online shoppers discovered at least one new product on Facebook in the previous 30 days in 2026, up from 60% in 2024 (Amra and Elma)
- Overall product discovery usage sits at 60% of users (Cropink)
- 57% of consumers say Facebook leads their shopping decisions, compared with 44% for other platforms (GudSho)
- 27% of global online shoppers name Facebook their preferred shopping platform; 23% consider it the best social commerce experience overall (Cropink)
- 62% of US shoppers have used Facebook to buy something online (Cropink)
- 20.1% of global consumers have made a purchase through Facebook Marketplace (Shopify)
Facebook Marketplace Growth
Marketplace has grown from a secondary classifieds feature into a meaningful revenue channel on its own, expanding faster than Facebook’s overall ad business.
| Metric | Value |
| Marketplace GMV, 2026 | $67 billion |
| GMV growth vs. 2024 | +41% |
| Active Marketplace shoppers | 1.6 billion |
| Active Facebook Marketplace shopper share | 40% of users |
| Combined Facebook + Instagram social commerce revenue projection | $94 billion |
Sources: Amra and Elma, Cropink
Customer Care and Story-Driven Conversion
- Facebook ranks first for customer care among Millennials, Gen X, and Baby Boomers; 45% of users turn to it first when they need help from a brand (Cropink, Sprout Social)
- Live chat features help businesses convert customers at a 53% higher rate (GudSho)
- 50% of Story watchers want to be introduced to new products; 50% use Stories specifically to discover them (Sprout Social)
| Action after watching a Story | Share of users |
| Visit the brand’s website | 58% |
| Click through to a purchase page | 50% |
| Visit a physical store | 31% |
Sources: Sprout Social, Cropink
- Shoppable Story links drove a 34% increase in direct social commerce conversions compared with 2024 (Amra and Elma)
- Stories using interactive poll stickers saw 47% higher audience retention than static formats (Amra and Elma)
- More than 4 million brands run Story ads every month (Cropink)
- 87% of all social video ad spending in the US goes to Facebook (Cropink)
- More than 50% of local businesses use Facebook for business promotions (GudSho)
- 10% of Amazon sellers also maintain a presence on Facebook Marketplace (Cropink)
- Cross-platform campaigns spanning three or more Meta apps delivered a 53% higher return on ad spend compared with single-platform campaigns (Amra and Elma)
The Stories and cross-platform numbers both point the same direction: campaigns that use more than one Meta surface at once consistently outperform campaigns confined to a single format or app.
Facebook Influencer Marketing Statistics
Marketer sentiment toward Facebook influencer work looks weak on the surface, but the spending and return data tell a different story, especially for smaller creators.
- 28% of marketers plan to use Facebook the least for influencer campaigns in 2026, against just 17% who plan to prioritize it; only 28.4% of marketers prefer Facebook for influencer work overall (Sprout Social)
- 29% of creators plan to use it the least, while 24% plan to lean into it more (Sprout Social)
- Facebook generated an estimated $1.19 billion in US influencer marketing revenue from sponsored content in 2025 (Sprout Social)
- Influencer marketing on the platform produced an estimated $79.4 billion in earned media value in 2026, up from $63.1 billion in 2024 (Amra and Elma)
- Micro-influencers, those with 10,000 to 100,000 followers, produced the highest engagement-to-cost ratio at 6.3x ROI, outperforming mega-influencers by 2.1x (Amra and Elma)
- 80% of Facebook marketers say influencer partnerships are good for running a successful business (GudSho)
The gap between low prioritization and high ROI suggests most marketers are underinvesting in Facebook influencer work relative to what the earned media value and micro-influencer return data would justify.
Facebook Messenger Marketing Statistics
Messenger outperforms email on nearly every engagement metric measured.
| Channel | Open rate | Click-through rate |
| Facebook Messenger | 88% | 56% |
| Email (typical) | 20-30% | 2-5% |
Source: Cropink
- Messenger marketing can be 10 to 80 times more engaging than email (Cropink)
- 66% of online adults say they’re more likely to buy from businesses they can reach through Messenger (Cropink)
- 74% of adults feel more connected to businesses they can message directly (Cropink)
- Marketers can now reach 105 million more users through Facebook Messenger ads than before (Cropink)
- Click-to-Message ad revenue grew more than 50% year over year in the final quarter of 2025, driven largely by adoption of Website to Message ads (Shopify)
Facebook Ad Delivery and Response Time Statistics
Ad prices are rising alongside ad volume, which puts more pressure on how businesses handle the conversations those ads generate.
- Ad impressions across Meta’s apps grew 19% year over year in Q1 2026 (Shopify)
- Average price per ad rose 12% over the same period (Shopify)
- Businesses that responded to comments and messages within one hour saw a 38% higher customer satisfaction score and a 22% increase in repeat engagement, compared with brands whose response times exceeded 24 hours (Amra and Elma)
Rising impression volume and rising prices moving together means more advertisers are competing for the same inventory. Fast response times become a bigger differentiator as that competition drives up the cost of every impression.
Conclusion
Facebook isn’t losing ground the way headlines suggest. The platform has shifted, moved into video, Marketplace, and direct messaging, but it hasn’t lost its pull. Marketers who track facebook marketing statistics closely keep finding the same pattern: engagement rewards businesses that adapt their format and timing, not ones that just show up.
That’s the real takeaway here. Success on Facebook now depends on matching content to what actually performs, whether that’s a Reel, a Story, or a well-timed Messenger reply. Businesses that build strategy around current data, not old assumptions, tend to see stronger returns. Facebook remains a channel worth serious attention, provided the approach keeps pace with how people use it today.