As the king of social media, Facebook boasts a whopping 2.8 billion monthly active users. With such a massive user base, it is one of the best social media platforms for businesses to use for marketing.

But before you do that, you need to first understand Facebook users’ activities on the platform. In other words, you must answer the questions: What is Facebook used for and why do people use Facebook?

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Top Uses of Facebook

According to the latest data on the top uses of Facebook, the two most popular activities on the platform are clicking on Facebook ads and liking Facebook posts. A typical Facebook user clicks on an average of 11 Facebook ads and likes 11 posts in any given month—more than any other activity. 

It should come as no surprise, then, that Facebook is the most popular social media marketing platform for brands. As many as 93 percent of marketers use Facebook to market their business. In comparison, 78 percent use Instagram (owned by the same parent company) and 61 percent use LinkedIn.

Interestingly, female users appear to be more likely to click on a Facebook ad than male users. Data shows that women click on Facebook ads an average of 14 times per month, while men click on just ten.

There is also a difference in ad-clicking behavior across different countries. While 11 is the global average, Facebook users in the US are much more active on this front with 18 ad clicks per month. Female users there click on ads 21 times while male users click on 15. On the other hand, Facebook users in the United Kingdom click on an average of 19 ads per month.

When it comes to liking Facebook posts, the gender divide narrows. Female Facebook users like an average of 11 posts per month, whereas male users like ten. In the US, the average user likes ten posts per month.

Leaving comments also rank among the most popular uses of Facebook. The average Facebook user leaves five comments a day with female users leaving slightly more comments (six) than men (four).

Across the above-mentioned activities on Facebook, we see that women tend to interact on Facebook more than men. With the exception of liking Facebook pages and sharing Facebook posts, women perform these other activities more frequently than men.

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