Meta Follows YouTube In Crackdown On Unoriginal Content via @sejournal, @MattGSouthern

Meta announced that it will implement stronger measures against accounts sharing “unoriginal” content on Facebook.

This marks the second major platform policy update in days following YouTube’s similar announcement about mass-produced and repetitive content.

Meta revealed it has removed approximately 10 million profiles impersonating large content creators, and taken action against 500,000 accounts involved in “spammy behavior or fake engagement”.

A Platform-Wide Movement Against Content Farms

Meta’s announcement closely follows YouTube’s monetization update, which clarified its stance on “inauthentic” content.

Both platforms are addressing the growing problem of accounts profiting from reposting others’ work without permission or meaningful additions.

According to Meta, accounts that repeatedly reuse someone else’s videos, photos, or text posts will lose access to Facebook’s monetization programs and face reduced visibility across all content.

Facebook is also testing a system that adds links on duplicate videos to direct viewers to the original creator.

Here’s an example of what that will look like on a reposted video:

Screenshot from: creators.facebook.com/blog/combating-unoriginal-content, July 2025.

Meta stated in its official blog post:

“We believe that creators should be celebrated for their unique voices and perspectives, not drowned out by copycats and impersonators.”

What Counts As Unoriginal Content?

Both Meta and YouTube distinguish between unoriginal content and transformative content, like reaction videos or commentary.

Meta emphasizes that content becomes problematic when creators repost others’ material without permission or meaningful enhancements, such as editing or voiceover.

YouTube creator liaison Renee Richie offered a similar clarification ahead of its own update, stating:

“This is a minor update to YouTube’s long-standing YPP policies to help better identify when content is mass-produced or repetitive”.

How AI & Automation Factor In

Neither platform bans AI-generated content outright. However, their recent updates appear designed to address a wave of low-quality, automated material that offers little value to viewers.

YouTube affirms that creators may use AI tools as long as the final product includes original commentary or educational value, with proper disclosure for synthetic content.

Meta’s guidelines similarly caution against simply “stitching together clips” or relying on recycled content, and encourage “authentic storytelling.”

These concerns implicitly target AI-assisted compilations that lack originality.

Potential Impact

For content creators, the updates from Meta and YouTube reinforce the importance of originality and creative input.

Those who produce reaction videos, commentary, or curated media with meaningful additions are unlikely to be affected. They may even benefit as spammy accounts lose visibility.

On the other hand, accounts that rely on reposting others’ content with minimal editing or variation could see reduced reach and loss of monetization.

To support creators, Meta introduced new post-level insights in its Professional Dashboard and a tool to check if a page is at risk of distribution or monetization penalties. YouTube is similarly offering guidance through its Creator Liaison and support channels.

Best Practices For Staying Compliant

To maintain monetization eligibility, Meta recommends:

  • Posting primarily original content filmed or created by the user.
  • Making meaningful enhancements such as editing, narration, or commentary when using third-party content.
  • Prioritizing storytelling over short, low-effort posts.
  • Avoiding recycled content with watermarks or low production value.
  • Writing high-quality captions with minimal hashtags and capitalization.

Looking Ahead

Meta and YouTube’s updates indicate a wider industry move against unoriginal content, especially AI-generated “slop” and content farms.

While the enforcement rollout may not affect every creator equally, these moves indicate a shift in priorities. Originality and value-added content are becoming the new standard.

The era of effortless monetization through reposting is being phased out. Moving forward, success on platforms like Facebook and YouTube will depend on creative input, storytelling, and a commitment to original expression.


Featured Image: Novikov Aleksey/Shutterstock

Social media optimization with Yoast SEO

Are you tired of your social media efforts not achieving the results you hoped for? It might be time to scale up your social media optimization efforts. Your content might be good, but you could do various enhancements to make it stand out. For instance, your content needs proper metadata for X, Facebook, and the like to appear properly on each platform. Yoast SEO can help you do this quickly.

Table of contents

Sharing your freshly written (or optimized) content on social media is important. It helps you stay in touch with your audience and update them on news about your business and related topics. But to get their attention, you need to optimize your social media posts before you share them.

In this article, we’ll explain how you can optimize your posts for Facebook and X, and how our plugin can help you with that! Lastly, we’ll briefly discuss Pinterest and the use of Rich Pins.

Social media optimization is about improving how you use social media platforms to build your online presence. You do this not only by creating and sharing content for every platform you’d like to be active on but also by optimizing that content in such a way that you get traffic to your site. The goal is to build strong connections with your audience and to keep them engaged.

Social media optimization starts with well-optimized, highly relevant content that grabs attention. For most platforms, images and video are best suited for this. You can test various formats and ideas to see what your audience prefers. You can use any of the social media analytics tools to do this. Also, find the best times to publish your content to get the best engagement. Your posts should also have metadata for specific platforms like X Cards or OpenGraph for Facebook to help these platforms understand your content.

After posting, remember to engage with your audience. Respond to comments, participate in discussions, and listen to what people say about you and your content. Track your best-performing posts and use data to improve your content to stay relevant and engaging.

Promoting your content on various platforms makes sense in most cases. Remember to share your articles, videos, and other content on whatever social media network makes sense for you and your audience. Read this article if you don’t know where to begin with your social media strategy.

Facebook and other social media

Years ago, Facebook introduced OpenGraph to determine which elements of your page you want to show when someone shares that page. Several social networks and search engines use Facebook’s OpenGraph, but the main reason for adding it is for Facebook itself. Facebook’s OpenGraph support is continuously evolving, but the basics are simple. With a few pieces of metadata, you declare:

  • What type of content is this?
  • What’s the locale?
  • What’s the canonical URL of the page?
  • What’s the name of the site and the title of the page?
  • What’s the page about?
  • Which image/images should be shown when this post or page is shared on Facebook?

Social media preview in Yoast SEO

When you use Yoast SEO, most of the values above are filled out automatically based on your post’s data. It uses the locale of your site, the site’s name, SEO title, the canonical, the meta description value, etc, to fill out most of the required OpenGraph tags. You can see what your post will look like when you click on ‘Social media appearance’ in the Yoast SEO sidebar:

You’ll notice the Social media appearance button in the sidebar opening the modal for the feature

This preview tab allows you to edit how your Facebook post is shown when shared. Our plugin lets you change your social image, title, and description in your preview. This makes your social media optimization much quicker and easier, as you won’t have to leave your post to make these changes.

Make more impact on social media with Yoast SEO Premium!

Get Yoast SEO Premium today and make it quick and easy to manage how your social media snippets look.

If you use the options for social media optimization in Yoast SEO, your Facebook post could look like this when you share the URL of a post or page:

Example of a Facebook post as seen on Yoast’s profile

So what do you need to do?

  1. First, go to Yoast SEO → Settings → Site representation, and fill in your social media accounts.
  2. Afterward, go to Yoast SEO → Settings → Social sharing, and make sure OpenGraph is enabled.
  3. Then, set a good default image under the site basics settings. This image is used when you have a post or page that does not contain an image. It’s important to set this image to ensure that every post or page has an image when shared. Facebook is forgiving when uploading images, but 1200px by 630px should work well.
  4. Lastly, follow the steps in this article to go to your personal WordPress profile and add a link to your Facebook profile, if you want to associate your Facebook profile with your content. If you do, be sure to also enable the ‘Follow’ functionality on Facebook.

You can complete all of these steps in a few minutes. After that, Yoast SEO takes all of the work out of your hands. However, it is important to remember that Facebook sometimes doesn’t immediately pick up changes. So, if you want to “debug” how Facebook perceives your page, enter your URL in the Facebook Sharing Debugger and click the Debug button. If the preview that you see there isn’t the latest version, you can try the Scrape again button. But remember that it can take a while for Facebook to see your changes.

OpenGraph for Video Content

If you have video content, you must do more work unless you use our Video SEO plugin. This plugin handles all the needed metadata and lets you share your videos on Facebook.

X

X’s functionality is quite similar to Facebook’s. The name of this functionality is X Cards. X “falls back” on Facebook OpenGraph for several of these values, so we don’t have to include everything. But it still is quite a bit. We’re talking about:

  • the type of content/type of card
  • an image
  • a description
  • the X account of the site/publisher
  • the X account of the author
  • the “name” for the domain to show in an X card

X preview in Yoast SEO

As you might have seen in Yoast SEO, optimizing your X listings is also an option. Simply click that tab to preview how your page appears when it gets shared to X. By default, the plugin uses the title, description and image you enter in the search appearance preview. Of course, this tab allows you to change these for your Twitter post.

Here’s an example of what your post could look like with all the required metadata our plugin helps you add:

An example of a post on Yoast’s X profile

So what do you need to do?

Ensure X card metadata is enabled by going to Yoast SEO → Settings → Site features → Social sharing and activating the X feature. This leaves a couple of values for you to fill out in the settings, which you can do using this guide on activating X Cards in Yoast SEO.

Do you spend a lot of time tweaking the preview appearance of each page or post? You’ll be glad to know that Yoast SEO Premium also offers a very helpful feature: the ability to set default templates for your social snippets. With this powerful feature, you can design the ideal social appearance for all your content and feel certain that the output will always look great to whoever is sharing it.

Use variables to set up templates to optimize your social media postings

What about Pinterest?

Pinterest’s Rich Pins allow for OpenGraph markup as well. Add variables like product name, availability, price, and currency to your page to create a rich pin. As this is mainly interesting for products, we decided to add functionalities to create rich pins to our Yoast WooCommerce SEO plugin.

Read more: How to promote your products and earn money on Pinterest »

Conclusion on social media optimization

So, go ahead and use Yoast SEO to optimize your social media. It isn’t very hard; it just takes a few minutes of your time, and you will reap the rewards immediately. As these social networks add new features, we’ll keep our plugin and this article up-to-date. So, be sure to update the Yoast SEO plugin regularly.

Keep reading: Social Media Strategy: where to begin? »

At RightsCon in Taipei, activists reckon with a US retreat from promoting digital rights 

Last week, I joined over 3,200 digital rights activists, tech policymakers, and researchers and a smattering of tech company representatives in Taipei at RightsCon, the world’s largest digital rights conference. 

Human rights conferences can be sobering, to say the least. They highlight the David vs. Goliath situation of small civil society organizations fighting to center human rights in decisions about technology, sometimes challenging the priorities of much more powerful governments and technology companies. 

But this year’s RightsCon, the 13th since the event began as the Silicon Valley Human Rights Conference in 2011, felt especially urgent. This was primarily due to the shocking, rapid gutting of the US federal government by the Elon Musk–led DOGE initiative, and the reverberations this stands to have around the world. 

At RightsCon, the cuts to USAID were top of mind; the development agency has long been one of the world’s biggest funders of digital rights work, from ensuring that the internet stays on during elections and crises around the world to supporting digital security hotlines for human rights defenders and journalists targeted by surveillance and hacking. Now, the agency is facing budget cuts of over 90% under the Trump administration. 

The withdrawal of funding is existential for the international digital rights community—and follows other trends that are concerning for those who support a free and safe Internet. “We are unfortunately witnessing the erosion … of multistakeholderism, with restrictions on civil society participation, democratic backsliding worldwide, and companies divesting from policies and practices that uphold human rights,” Nikki Gladstone, RightsCon’s director, said in her opening speech. 

Cindy Cohn, director of the Electronic Frontier Foundation, which advocates for digital civil liberties, was more blunt: “The scale and speed of the attacks on people’s rights is unprecedented. It’s breathtaking,” she told me. 

But it’s not just funding cuts that will curtail digital rights globally. As various speakers highlighted throughout the conference, the United States government has gone from taking the leading role in supporting an open and safe internet to demonstrating how to dismantle it. Here’s what speakers are seeing:  

The Trump administration’s policies are being weaponized in other countries 

On Tuesday, February 25, just before RightsCon began, Serbian law enforcement raided the offices of four local civil society organizations focused on government accountability, citing Musk and Trump’s (unproven) accusations of fraud at USAID. 

“The (Serbian) Special Anti-Corruption Department … contacted the US Justice Department for information concerning USAID over the abuse of funds, possible money laundering, and the improper spending of American taxpayers’ funds in Serbia,” Nenad Stefanovic, a state prosecutor, explained on a TV broadcast announcing the move. 

“Since Trump’s second administration, we cannot count on them [the platforms] to do even the bare minimum anymore.” —Yasmin Curzi

For RightsCon attendees, it was a clear—and familiar—example of how oppressive regimes find or invent reasons to go after critics. Only now, by using the Trump administration’s justifications for revoking USAID’s funding, they hope to gain an extra veneer of credibility. 

Ashnah Kalemera, a program manager for CIPESA, a Ugandan nonprofit that runs technology for civic participation initiatives across Africa, says Trump and Musk’s attacks on USAID are providing false narratives that “justify arrests, intimidations, and continued clampdowns on civil society organizations—organizations that obviously no longer have the resources to do their work anyway.” 

Yasmin Curzi, a professor at FGV Law School in Rio de Janeiro and an expert on digital law, says that American politics are also being weaponized in Brazil’s domestic affairs. There, she told me, right-wing figures have been “lifting signs at protests like ‘Trump save us!’ and ‘Protect our First Amendment rights,’ which they don’t have.” Instead, Brazil’s Internet Bill of Rights seeks to balance protections on user privacy and speech with criminal liabilities for certain types of harmful content, including disinformation and hate speech. 

Despite the differing legal frameworks, in late February the Trump Media & Technology Group, which operates Truth Social, and the video platform Rumble tried to enforce US-style speech protections in Brazil. They sued Brazilian Supreme Court justice Alexandre de Moraes for banning a Brazilian digital influencer who had fled to the United States to avoid arrest in connection with allegations that he has spread disinformation and hate. Truth Social and Rumble allege that Moraes has violated the United States’ free speech laws. 

(A US judge has since ruled that because the Brazilian court had yet to officially serve Truth Social and Rumble as required under international treaty, the platforms’ lawsuit was premature and the companies do not have to comply with the order; the judge did not comment on the merits of the argument, though the companies have claimed victory.)

Platforms are becoming less willing to engage with local communities 

In addition to how Trump and Musk might inspire other countries to act, speakers also expressed concern that their trolling and use of dehumanizing language and imagery will inspire more online hate (and attacks), just at a time when platforms are rolling back human content moderation. Experts warn that automated content moderation systems trained on English-language data sets are unable to detect much of this hateful language. 

India, for example, has a history of platforms’ recognizing the necessity of using local-language moderators and also failing to do so, leading to real-world violence. Yet now the attitude of some internet users there has become “If the president of the United States can do it, why can’t I?” says Sadaf Wani, a communications manager for IT for Change, an Indian nonprofit research and advocacy organization, who organized a RightsCon panel on hate speech and AI. 

As her panel noted, these online attacks are accompanied by an increase in automated and even fully AI-based content moderation, largely trained on North American data sets, that are known to be less effective at identifying problematic speech in languages other than English. Even the latest large language models have difficulties identifying local slang, cultural context, and the use of non-English characters. “AI is not as smart as it looks, so you can use very obvious [and] very basic tricks to evade scrutiny. So I think that’s what’s also amplifying hate speech further,” Wani explains. 

Others, including Curzi from Brazil and Kalemera from Uganda, described similar trends playing out in their countries—and they say changes in platform policy and a lack of local staff make content moderation even harder. Platforms used to have humans in the loop whom users could reach out to for help, Curzi said. She pointed to community-driven moderation efforts on Twitter, which she considered to be a relative success at curbing hate speech until Elon Musk bought the site and fired some 4,400 contract workers—including the entire team that worked with community partners in Brazil. 

Curzi and Kalemera both say that things have gotten worse since. Last year, Trump threatened Meta CEO Mark Zuckerberg with “spend[ing] the rest of his life in prison” if Meta attempted to interfere with—i.e. fact-check claims about—the 2024 election. This January Meta announced that it was replacing its fact-checking program with X-style community notes, a move widely seen as capitulation to pressure from the new administration. 

Shortly after Trump’s second inauguration, social platforms skipped a hearing on hate speech and disinformation held by the Brazilian attorney general. While this may have been expected of Musk’s X, it represented a big shift for Meta, Curzi told me. “Since Trump’s second administration, we cannot count on them [the platforms] to do even the bare minimum anymore,”  she adds. Meta and X did not respond to requests for comment.

The US’s retreat is creating a moral vacuum 

Then there’s simply the fact that the United States can no longer be counted on to support digital rights defenders or journalists under attack. That creates a vacuum, and it’s not clear who else is willing—or able—to step into it, participants said. 

The US used to be the “main support for journalists in repressive regimes,” both financially and morally, one journalism trainer said during a last-minute session added to the schedule to address the funding crisis. The fact that there is now no one to turn to, she added, makes the current situation “not comparable to the past.” 

But that’s not to say that everything was doom and gloom. “You could feel the solidarity and community,” says the EFF’s Cohn. “And having [the conference] in Taiwan, which lives in the shadow of a very powerful, often hostile government, seemed especially fitting.”

Indeed, if there was one theme that was repeated throughout the event, it was a shared desire to rethink and challenge who holds power. 

Multiple sessions, for example, focused on strategies to counter both unresponsive Big Tech platforms and repressive governments. Meanwhile, during the session on AI and hate-speech moderation, participants concluded that one way of creating a safer internet would be for local organizations to build localized language models that are context- and language-specific. At the very least, said Curzi, we could move to other, smaller platforms that match our values, because at this point, “the big platforms can do anything they want.” 

Do you have additional information on how Doge is affecting digital rights globally? Please use a non-work device and get in touch at tips@technologyreview.com or with the reporter on Signal: eileenguo.15.

Facebook Attracts Gen Z Users While TikTok’s Boomer Audience Grows via @sejournal, @MattGSouthern

According to a recent report by eMarketer, Facebook is experiencing a resurgence among Gen Z users, while TikTok is gaining traction with baby boomers.

Despite these shifts, both platforms maintain a stable core user base.

Facebook’s Gen Z Renaissance

Facebook’s seeing unexpected Gen Z growth despite overall decline. U.S. Gen Z users are projected to increase from 49.0% (33.9M) in 2024 to 56.9% (40.5M) by 2028.

Key drivers:

  1. Utility: Event planning, niche groups, and Marketplace appeal to younger users.
  2. Demo shift: ~36% of Gen Z are still under 18, many just entering the social media space.

E-commerce potential strong: 75.0% of Gen Z Facebook users (15-26) bought on Marketplace last year.

However, Gen Z still trails Gen X and millennials in user numbers and time spent on the platform. Interestingly, time on Facebook is decreasing for users under 55, suggesting a shift in how younger generations interact with the platform.

TikTok’s Boomer Boom

TikTok’s Gen Z market is saturated, but it’s seeing surprising growth among boomers.

Projections show a 10.5% increase in U.S. boomer users next year, from 8.7M to 9.7M.

This modest uptick underscores TikTok’s accessibility and its appeal to older adults who want to stay culturally relevant and connected with younger relatives.

While boomers are the fastest-growing demographic, TikTok adoption rates are rising steadily across all generations, indicating the platform’s broad appeal.

Shifting Social Media Landscape

Facebook use continues to decrease across all generations except Gen Z, highlighting the platform’s evolving role in the social media ecosystem.

This trend, coupled with TikTok’s growth among older users, suggests a blurring of generational lines in social media usage. Platforms that can adapt to changing user demographics while maintaining their core appeal will be best positioned for long-term success.

Implications For Marketers

Platforms and users are constantly changing. Brands must adapt or risk losing ground to competitors.

TikTok’s boomer growth opens up new avenues for brands targeting older demographics, but marketers should be mindful of the platform’s primarily young user base.

For Facebook marketers, the growing Gen Z user base presents new opportunities, especially in e-commerce via Marketplace. However, decreasing time spent on the platform means content needs to be more engaging and targeted.

Action items:

  1. Audit strategy: Check content appeal across age groups and platforms.
  2. Diversify: Create multi-faceted strategies for different demographics while maintaining brand identity.
  3. Leverage analytics: Track engagement by age group and adjust tactics.
  4. Test and optimize: Experiment with content formats and messaging for each platform.
  5. Stay current: Follow platform updates and demographic trends.

Stay flexible and update strategies as user demographics and preferences change.

Brands that can reach across generations while respecting platform-specific norms will likely see the most success in this changing landscape.


Screenshot from: Halfpoint/Shutterstock

Meta AI Introduces AI-Generated Photos to All Platforms via @sejournal, @martinibuster

Meta just released multiple updates to Meta AI which brings advanced image generation and editing capabilities directly to Facebook, Instagram and WhatsApp feeds, plus availability in more countries and languages.

New Meta AI Creative Tools

Meta AI is bringing AI generated and AI Edited photography that can be generated at the moment a user is making a post or sending a message with a new tool called Imagine Me.

Imagine Me is a prompt that can be used to transform an uploaded image that can be shared. This new feature is first rolling out as a beta in the United States.

Meta explains:

“Imagine yourself creates images based on a photo of you and a prompt like ‘Imagine me surfing’ or ‘Imagine me on a beach vacation’ using our new state-of-the-art personalization model. Simply type “Imagine me” in your Meta AI chat to get started, and then you can add a prompt like “Imagine me as royalty” or “Imagine me in a surrealist painting.” From there, you can share the images with friends and family, giving you the perfect response or funny sidebar to entertain your group chat.”

Screenshot of a photograph of a woman that's altered using Meta AI to show her having tea with an ostrich

New Editing Features

Meta products like Facebook, Messenger, WhatsApp and Instagram now have advanced editing capabilities that allow users to add or remove objects from images, to change them in virtually any manner, such as their example of turning a cat in an image into a dog. A new Edit With AI button is forthcoming in a month that will unlock even more AI editing power.

Adding AI generated images to Facebook, Instagram, Messenger and WhatsApp within feed, posts, stories, comments and messages is rolling out this week in English and coming later to other languages.

Screenshot of a Facebook user adding an AI generated image into their post

Meta AI In More Countries And Languages

Meta AI is now available in seven additional countries, bringing the total countries to to 22. It is also available in seven more languages.

List of Seven Additional Countries:

  1. Argentina
  2. Cameroon
  3. Chile
  4. Colombia
  5. Ecuador
  6. Mexico
  7. Peru

Meta AI is now also available in the following seven additional languages:

  1. French
  2. German
  3. Hindi
  4. Hindi-Romanized Script
  5. Italian
  6. Portuguese
  7. Spanish

Advanced Math And Coding

Meta AI is making their most advanced model, Llama 405B, available for users to take advantage of its advanced reasoning abilities that can answer complex answers and excells at math and coding.

Meta AI writes:

“You can get help on your math homework with step-by-step explanations and feedback, write code faster with debugging support and optimization suggestions, and master complex technical and scientific concepts with expert instruction.”

Read the official announcement:

Meta AI Is Now Multilingual, More Creative and Smarter

Featured Image by Shutterstock/QubixStudio

42 Facebook Statistics & Facts For 2024 via @sejournal, @annabellenyst

Don’t believe what you may have heard; Facebook is still a dominant social media force in 2024.

With over 3 billion active users, it remains a key player for businesses, marketers, and social media enthusiasts.

And despite the rise of newer, shinier platforms, Facebook’s expansive reach and diverse user base are still unrivaled, making it a powerful channel for both personal and business engagement.

In this article, we’ll highlight the latest Facebook statistics and facts, providing a comprehensive overview of its reach, user behavior, and influence.

Facebook Overview

1. Facebook is the world’s most-used social platform in 2024, with over 3 billion global active users.

2. It is the third most-used app globally among mobile users, trailing only WhatsApp and YouTube.

3. Facebook ranks third in terms of time spent (behind TikTok and YouTube), with users spending an average of 19 hours and 47 minutes on Android app per month.

4. 64.1% of Facebook Android users open the app every day.

5. Facebook is the third most visited website in the US, with an estimated 2.90 billion monthly visits in April 2024.

6. Of its monthly US visitors, roughly 50.07% are mobile users, and 49.93% are using a desktop.

7. Globally, users spend an average of 3 minutes and 42 seconds on Facebook per app session.

8. Facebook is the second most searched query globally, with a search volume of 584.9 million.

9. Facebook is the fourth most downloaded social networking app in the US, behind Threads, WhatsApp, and Telegram.

(Source) (Source) (Source) (Source) (Source) (Source) (Source)

Facebook Company Background

10. Facebook was founded in 2004 by Mark Zuckerberg, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes.

11. The platform was originally launched as ‘TheFacebook’ on February 4, 2004. In August of 2005, it rebranded to Facebook.

12. Mark Zuckerberg is the current CEO of Facebook.

13. Facebook is headquartered in Menlo Park, California.

14. Facebook has 69,329 employees in 2024, a decrease of 10% year-over-year.

(Source) (Source) (Source)

Facebook Financial Performance

15. As of May 2024, Meta, Facebook’s parent company, has a market cap of $562.19 billion.

16. Meta generated $36.46 billion in revenue in Q1 2024, reflecting a 27% increase year-over-year.

17.  The company reported a net income of $12.37 billion in Q1 2024 – a significant 117% uptick from Q1 of 2023.

(Source) (Source)

Facebook User Statistics

18. Facebook had an average of 2.11 billion daily active users (DAUs) in 2023.

19. Facebook has approximately 3.07 billion monthly active users (MAUs).

20. That figure represents 37.7% of the total population and 57% of total internet users.

21. Facebook saw a 3.4% increase in MAUs between April 2023 and April 2024.

22. More than two-thirds of the world’s total internet users visit Facebook monthly.

23. English is the most represented language among Facebook users (53.8%), followed by Spanish (14.9%) and Hindi (8.5%).

24. Approximately seven in 10 US adults report ever using Facebook, second only to YouTube (83%).

25. A third of US teens aged 13-17 use Facebook, a decrease from 71% in 2014-2015.

26. More than 56.8% of Facebook users are male in 2024.

(Source) (Source) (Source) (Source) (Source)

Facebook Statistics By Location

27. 1.37 billion of Facebook’s MAUs are based in the Asia Pacific, making it the largest segment of the app’s users.

28. Europe and the US & Canada make up the next largest user groups.

29. Facebook’s global audience size, April 2023:

Country Active Facebook Users
India 369.9 million
US 186.4 million
Indonesia 135.1 million
Brazil 114.2 million
Mexico 93.3 million
The Philippines 91.9 million
Vietnam 75.6 million
Bangladesh 54.2 million
Thailand 51.6 million
Egypt 47.0 million

(Source) (Source)

Facebook Advertising

30. Advertisers can reach 2.24 billion users on Facebook in 2024, representing 41.3% of all internet users and 27.7% of the total population.

31. Among active Facebook users, 53.8% say they use the platform to follow or research brands and products. This ranks the platform second behind Instagram (62.7%) and ahead of TikTok (47.4%).

32. Male users aged 25-34 years old make up the largest portion of Facebook’s advertising audience (18.4%), followed by those aged 18-24 years old (13.5%).

33. Ad impressions on Meta’s Family of Apps (FoA), which includes Facebook, Instagram, WhatsApp, and Messenger, increased by 28% YoY in 2023.

(Source) (Source) (Source)

Facebook User Activities And Engagement

34. Active users use the app to message friends and family, with 72.6% doing so regularly.

35. Posting or sharing photos or videos is a common activity for 63.2% of Facebook users.

36. Almost 60% of users leverage Facebook to keep up to date with news and current events.

37. Facebook is the go-to platform for news for three in 10 Americans, making it the most popular social platform for this purpose.

(Source) (Source)

Facebook Content And Engagement

38. Link posts account for 44.5% of Facebook posts.

39. Photo posts follow at 33.4%.

40. Video posts make up 18.9% of content.

41. Photo posts receive an average engagement rate of 0.35%, followed by video posts at 0.23%, and album posts at 0.22%.

(Source)

Most Followed Facebook Pages

42. The top 10 most followed Facebook pages are:

Brand Followers*
1 Facebook App 188 million
2 Cristiano Ronaldo 168 million
3 Samsung 161 million
4 Mr. Bean 140 million
5 5-Minute Crafts 126 million
6 Shakira 124 million
7 Real Madrid C.F. 121 million
7 CGTN 121 million
9 Will Smith 116 million
9 Lionel Messi 116 million

*Facebook followers as of January 2024

(Source)

In Summary

Say what you will about Facebook, but its enduring relevance is undeniable.

With extensive reach, a broad user base, and significant advertising potential, Facebook will remain a cornerstone of any social media strategy in 2024.

By understanding these trends and user behaviors – and leveraging many of the insights covered above – you can maximize the potential of Facebook to drive engagement, awareness, and impact.

More resources: 


Featured Image: Kaspars Grinvalds/Shutterstock