I heard someone say the other day that Facebook was on the decline, so I wanted to talk about that today. I wanted to dig into it a little bit and research, is it actually declining? And then give it the Tracy twist.  

Come on, baby….let’s dooo the twist! If you want to hear me sing that snippet you can listen to Episode 26 right here!

Okay. I’m not usually one to share statistics, but in this case, they seem appropriate. 

These are from a report by Sprout Social. Some interesting numbers for you:
Facebook has nearly 31,000,000,000 monthly active users. And the average American spends about 30 minutes on the platform every day. 

Okay. Of the nearly 31,000,000,000 monthly active users, 2,000,000,000 actually come to the platform every day.  

What has significantly declined is the number of teens on the platform, and this is kind of remarkable. In 2014 and 2015, 71% of teenagers were using Facebook. Now it’s less than half of that at 32%.  

But my guess is most of you aren’t trying to sell to teens anyway, so that might not really make a difference for you.

Let’s get into the statistics and how to use them.


  • The median engagement rate on Facebook for consumer brands is less than 1%.

    What does that mean? What that means is for every 100 followers or people who like your business page, you can expect 1 reaction or other engagement with your post.

    1 in 100.

    Side note, I think these numbers are really accurate when you are solely using Facebook as a marketing platform full of marketing messages.

    When you take the added time you need to build community and relationships, your engagement will likely be higher, and that’s without paying for any ads or boosts.

    The clients I work with usually see between 20-30% engagement numbers. That’s 20 times the average. I think that’s pretty cool.

  • Posting more doesn’t equal more engagement.
    This is something I have seen a lot. So how often should you post? I have no idea, but your audience can help you figure that out.

    You’ve heard me say this before, and I’m probably gonna say it a lot more:
    Test, measure, adjust, and test again.  

    What is the frequency your audience responds to? Is it 3 times a week? Is it twice a week? Is it once a week? I don’t know. Test it and see how they respond. You can easily do this and figure out the rhythm that your audience will engage with you.


  • People prefer to watch videos with the sound off.
    Okay. Okay. Why does this matter? Or why could it be important to you? Well, if you are creating videos, you might want to use closed captioning of some sort.

    I know it takes a little more effort. This is something I need to figure out for myself. But knowing that they’re not actually listening to the video is really important to know

  • 68% of users exclusively use their phones to access Facebook. 68%. What this tells me is, don’t freaking load up your graphics with so many words.

    Your post, if you create a graphic or a meme, should create curiosity, should make them go, oh, I wanna read more. I wanna learn more.

    But if they’re on the phone and your graphic has 50 words on it, especially if your target market is of a certain age, they’re not gonna be able to read it because there’s just too many words on it. It’s too small. It’s too small for our old decrepit eyes. (Just kidding!)

    There are a couple of other interesting statistics I want to share, but I am sharing these with a caveat.

    • More than 500,000,000 people use stories every day. That’s one quarter of the daily users.
    • Reels hit 140,000,000,000 plays per day. Now that number is across Facebook and Instagram, and I couldn’t find the dividing line. 
    • Messenger has over 1,000,000,000 users

    Here’s the caveat: Yes. Stories, reels, and Messenger can be additional great places to market, but they also end up taking more time and may not feel as easy and joyful. I use stories just barely, and I have never made a reel. I have great engagement without them, and really, I just don’t wanna. 

    The last thing I want to say about the so-called “decline” of Facebook, which I hope I have shared, is that it’s not actually in decline.

    But if it is, and people think it is, I see this as a potential opportunity for you and your business.

    If people out there think Facebook is on the decline, and therefore, they stop posting as much, I think that’s the opportunity for you because there still is an audience there

    And if a lot of people think, oh, I’m just gonna give up Facebook, don’t do it! Because there’s opportunity there. 

    So, what is one action you can take from what you just read? What is something you might shift or adjust about the way you use Facebook for your business? I would love to hear what you are taking away. Please come on over to Facebook or Instagram and let me know.  

    Did you know I have a book? It’s called Ignite Your Champions, Build Your Business by Creating Connection and Community. I would love for you, if you’re enjoying this blog, to go find this book wherever you buy books. And if you wanna have a book club, I would love to show up for your book club! Because that just sounds like fun to me!