Facebook Target Market | Business Strategy Hub

Company: Facebook  
CEO: Mark Zuckerberg
Year founded: 2004
Headquarter: Menlo Park, California, USA
Number of Employees : 74,067
Type: Fully-Owned Brand (Meta Platforms, Inc.: META)
Market Cap (META: Jul 2025): $1.77 Trillion
Annual Revenue (META: 2024): $164 Billion
Profit | Net Income (META: 2024): $62.36 Billion

Products & Services: Social Networking | Social Media Advertising | Text, Video, & Audio Communication | Virtual Reality Platforms | Business & Developer Tools | Marketplace

Competitors: TikTok | X (formerly Twitter) | Instagram | Snapchat | LinkedIn | Pinterest | YouTube | Telegram | Discord | Minds | Vero | Diaspora | Reddit | Mastodon | WhatsApp

Fun Fact:

Did you know? Al Pacino was the first “face” on Facebook. The platform used his image in its original site logo when it launched in 2004.   

Facebook is a social media and networking platform founded by Mark Zuckerberg, Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes. The founders created the service when they were Harvard College students and roommates. Meta Platforms, Inc. owns Facebook, Instagram, Threads, Messenger, and WhatsApp. In 2024, Meta generated $164.5 billion in annual revenue, up from $134.9 billion in 2023. Its Family of Apps segment, which includes Facebook, Instagram, Messenger, and WhatsApp, amassed $162 billion. [1]

To understand Facebook’s customer base, here is an in-depth analysis of its target market:

Facebook’s Target Market Overview

Facebook targets consumers seeking a reliable social networking service. It was founded as a social interaction tool for university students, with membership limited to Harvard students. The creators expanded Facebook to other North American universities before launching the service globally. In Feb 2025, Meta had over 3 billion monthly active users across Facebook, WhatsApp, Facebook Messenger, and Instagram. Facebook was the first social network to surpass 1 billion registered accounts worldwide. [2]

Facebook has expanded its target market since its founding. The platform introduces new features and integrations to grow its customer base and market share. Its latest venture is the metaverse. Meta, Facebook’s parent company, envisioned the metaverse as a generic duplicate of the physical world. This idea didn’t resonate with the target audience. Meta Labs’ losses increased to $70 billion. According to experts, the metaverse can help address existing industry challenges. For example, police officers can use the metaverse for training to learn how to handle people in a mental health crisis. Jet engine manufacturers also leverage the metaverse to test safety and performance aspects that are impossible in the real world. This feature can expand Facebook’s target market beyond social networking consumers. [3] 

Facebook segments its target market to address the unique needs and preferences of users. Here is our analysis of Facebook’s demographic, psychographic, geographic, behavioral, and technographic segmentation:

Facebook’s Target Market: Demographic Segmentation

Facebook targets consumers across age groups. However, the platform primarily appeals to young adults aged 25 to 34. As of Feb 2025, consumers between 25 and 34 were the leading Facebook users. This demographic includes young professionals, parents, and digital natives. The 18 to 24 age group ranked second, followed by the 35 to 44 and 45 to 54 age brackets. Consumers over 55 years old account for less than 15% of Facebook’s global users.

Facebook caters to both genders. Its male target market has a slight edge over female users. According to Statista, men between 25 and 34 years made up Facebook’s largest audience. This demographic accounted for 18.5% of Facebook’s global users as of Feb 2025, compared to 12.7% controlled by women in the 25 to 34 age group. Facebook’s customer base is 12.7% men and 9.1% women in the 18 to 24 bracket, 11.7% men and 8.7% women in the 35 to 44 age group, and 6.6% men and 5.7% women in the 45 to 54 category. [4]

Facebook is a free social networking service. It generates most of its revenue from advertising. This business model ensures the platform appeals to consumers across income levels. In 2024, Meta’s average price per ad increased by 10% and ad impressions delivered via Facebook, Instagram, WhatsApp, and Threads rose by 11% year-over-year. Companies, individuals, and organizations pay a fee to market their offerings on Facebook. [5]

Facebook targets friends and families by offering a platform for sharing memorable moments. However, the brand strives to protect children from exploitation. It leverages technology to find and remove accounts that break its rules. According to Meta’s Community Standards Enforcement Report, Facebook’s parent company took action on 4.6 million cases of child sexual exploitation between Jan and Mar 2025. Its technology identifies suspicious behaviors to protect teenagers on its platform. [6]

Facebook’s Target Market: Psychographic Segmentation

Facebook’s target consumers are socially active and strive to connect with like-minded social media users. This audience seeks platforms that simplify and enhance engagement. Meta built a new AI-based model architecture in 2023. This solution helped increase Reels’ watch time on Facebook by 10%. In Mar 2024, Tom Alison, the head of Facebook, announced that the company is building an AI model to power Facebook’s entire video recommendation engine, including Reels, Groups, and Facebook Feed. “I think we have the opportunity to put generative AI in the consumer environment,” Alison said. [7]

Facebook’s target consumers use the platform to store memories, connect with family and friends, and find support in mental health communities. Facebook is more than a social network for this audience. In 2025, Meta banned thousands of Facebook and Instagram accounts. According to the BBC, over 25,000 people affected by the ban signed a petition calling for Meta to explain its actions. “When my account was banned, I felt ashamed, embarrassed, and anxiety-stricken,” said Brittany Watson, “The weight of feeling exiled from everyone takes a pretty strong hold on you.” Many Facebook users share Watson’s sentiment. In Jun 2025, Meta confirmed that a technical error had wrongfully suspended some Facebook Groups. [8]

Facebook’s target audience includes consumers who value their privacy. These users view their Facebook accounts as their safe zones and secure storage for memories and connections. Creating a strong Facebook password isn’t enough. The platform implements robust security and privacy policies to appeal to its target consumers. For example, Facebook users can use multifactor authentication or two-factor authentication (2FA) to protect their accounts from hackers. The platform sends verification codes via text or app to users to confirm their identity when they log in from an unverified device, location, or browser. This security minimizes the risk of account breaches due to a stolen password. [9]

Facebook attracts open-minded consumers who value self-expression and seek a sense of belonging and connection with others. Users can join Facebook Groups that align with their interests to comment on current issues or share their experiences with like-minded members. In 2024, Facebook revamped Facebook Groups to support its new community-building mission. Facebook Groups 2.0 users can link a group to their FB page, display their page at the top of their group, insert a CTA button at the top of the group page, collect information from prospective members, access group insights, schedule posts, and cross-link multiple groups. These features enhance self-expression and connection. [10]

Facebook targets aspirers seeking personal and professional growth. The platform connects users with individuals and companies who can help them achieve their goals. Some people landed their dream jobs or found their perfect spouse through Facebook. According to the US at Work, Facebook benefits job seekers and employers seeking to hire top talent. Job seekers leverage Facebook to showcase their professional networks and skills to prospective employers, connect with companies they want to work for, or build a side hustle on the Facebook Marketplace. Facebook also helps employers announce vacant positions and recruit workers locally or globally. [11]

Facebook’s Target Market: Geographic Segmentation

Facebook serves a global target audience. It has 2.9 billion monthly active users, making it the most popular social media worldwide. India is Facebook’s top market based on audience size. In Jan 2025, Facebook had over 383 million users in India. The US was second with 196.9 million Facebook users, followed by Indonesia at 122.3 million, Brazil at 111.7 million, Mexico at 92.95 million, the Philippines at 90.75 million, and Vietnam at 76.2 million. Other countries with large Facebook audiences include Bangladesh, Thailand, Pakistan, Egypt, and Nigeria. [12]

Facebook’s target market spans geographical boundaries and regions with unique regulations and political climates. The brand navigates these complexities to reach its customers. In 2024, three Nigerian oversight agencies imposed over $290 million in fines on Facebook’s parent company for violating the nation’s laws and regulations. Meta failed to overturn the decisions in the Abuja High Court and threatened to cut off Facebook in Nigeria. “The applicant may be forced to effectively shut down the Facebook and Instagram services in Nigeria to mitigate the risk of enforcement measures,” said Meta in court papers. [13]

Facebook appeals to consumers in urban and rural areas. Users in cities use the platform to share their experiences with friends and family. They also leverage Facebook to find the best restaurants. Tech-savvy farmers in rural areas use social networking services to market their produce and connect with potential buyers in cities and towns. Since its founding, Facebook has focused on improving communication and nurturing connections. [14]

Facebook implements geographic segmentation to tailor its marketing strategies and services to meet the unique needs of users. The platform offers robust marketing tools for creating targeted campaigns that resonate with consumers in specific areas. In 2025, Facebook expanded its AI-powered content suggestions. Businesses can now use AI-driven creator recommendations on Facebook to target creators that align with their messaging and audience. The platform also offers translation tools, allowing marketers and users to translate text into their preferred language. [15]

Facebook’s Target Market: Behavioral Segmentation

Facebook’s target consumers use the app to access its social networking service. The brand’s popular applications include Facebook and Facebook Messenger. In 2024, Facebook was the third most-downloaded mobile appworldwide. TikTok ranked #1 with 825.5 million downloads, followed by Instagram at 817 million, Facebook at 597.87 million, WhatsApp Messenger at 564.33 million, and Temu at 516.4 million. Facebook Messenger was #11, with 289.63 million downloads. [16]

Facebook has nurtured a cult-like following and a loyal customer base globally. According to a Statista survey, Facebook has 94% brand awareness among US social media users. 71% of US social media users use Facebook, 68% like the platform, and 64% are likely to use the social networking service again. These stats indicate that Facebook has high brand loyalty in the US. In Apr 2025, about 49% of US social media users had noticed Facebook in the media, social media, or advertising four weeks before the Statista survey. [17]

Facebook’s target consumers include Gen Z and Millennials, who use social media, apps, and websites to simplify day-to-day activities and work commitments. According to statistics, over 79% of monthly users are active on Facebook daily. 78.1% of Facebook’s admirers flip through pictures on Instagram. The brand shares its target consumers with competitors. Stats indicate that over 72% of Facebook users visit other social media platforms. YouTube attracts around 74.7% of Facebook’s fans, followed by WhatsApp at 72.7%, TikTok at 47.8%, X at 48.8%, and Pinterest at 36.1%. Facebook users spend an average of 33 minutes daily on the platform. 1.8 billion people use Facebook Groups monthly. [18]

Facebook’s target audience uses the platform frequently. It is one of the most downloaded app publishers worldwide. The brand’s portfolio includes the eponymous Facebook social networking app, the low-bandwidth Facebook Lite version, Facebook Messenger, Messenger Lite, Facebook Pages Manager, and Facebook Local. According to Statista, users play 138.9 million Reels on Facebook and Instagram per minute. These stats showcase the evolution of user engagement within the Meta ecosystem. [19]

Facebook’s Target Market: Technographic Segmentation

Facebook’s young consumers are tech-savvy and digitally mature. However, some Facebook users exploit the latest technologies for personal gain. In 2025, Meta sued the firm behind CrushAI for promoting “nudify” apps on its platforms. Insidious individuals use AI-powered “nudify” apps on Facebook to create fake nude images of people without their consent. These tech-savvy users also leverage AI to develop deepfakes of celebrities to scam or mislead people. “This legal action underscores both the seriousness with which we take this abuse and our commitment to doing all we can to protect our community from it,” said Meta in a blog post. [20]

Facebook’s digitally mature target consumers have specific platform and device preferences. They prefer Facebook over rival social networking services, including TikTok, X, LinkedIn, Snapchat, Pinterest, and Instagram. According to Statista, over 98% of active user accounts worldwide access Facebook via mobile phone. 16.7% of Facebook users visit the social media platform using both phones and computers, and 1.5% use laptops and desktops. These stats indicate that Facebook’s target consumers prefer mobile phones over computers. [21]

Facebook caters to consumers in the advanced tech adoption stage. They actively seek the latest technologies. For example, Facebook’s parent company introduced Meta AI to help users do more on its platforms, learn, create, and connect with the experiences and people that matter to them. As of Sep 2024, over 400 million people used Meta AI monthly, including 185 million weekly users across Meta’s platforms. Meta AI is on track to become the world’s most-used AI assistant. Consumers can now use their voice to talk to Meta AI on Messenger, Facebook, WhatsApp, and Instagram DM. [22]

Facebook appeals to tech-savvy advertisers in the advanced tech adoption stage. The company targets this audience by investing in AI. In Jan 2025, over 4 million advertisers used Meta’s generative AI offerings. This AI-powered solution includes image, video, and text generators. Meta AI, its personal assistant, reached 700 million monthly active users as of Jan 2025. Facebook’s parent company plans to increase this figure to 1 billion by investing between $60 billion and $65 billion in its AI infrastructure. [23]

 References & more information

1. Dixon, S. (2025, Jan 31). Meta: Annual Revenue from 2009 to 2024. Statista
2. Dixon, S. (2025, Mar 26). The most used social networks in 2025 by number of users. Statista
3. Curry, R. (2025, Jun 27). The metaverse as we knew it failed, but it’s being resurrected for new worlds. CNBC
4. Dixon, S. (2025, Jun 19). Facebook: distribution of global audiences in 2025 by age and gender. Statista
5. Meta Platforms, Inc. (2025, Jan 29). Meta Reports Fourth Quarter and Full Year 2024 Results. AtMeta.com
6. Fraser, G. (2025, Jun 26). Meta admits to wrongly suspending Facebook Groups but denies a wider problem. BBC
7. Vanian, J. (2024, Mar 6). Meta is building a giant AI model to power its entire video ecosystem. CNBC
8. Fraser, G. (2025, Jul 3). Facebook and Instagram users complain of account bans. BBC
9. Germain, T. (2025, Jan 28). Facebook Privacy Settings You Should Change Right Now. Consumer Reports
10. Race Directors Staff (2024, Aug 16). The Facebook Groups Revolution: What You Need To Know. RaceDirectorsHQ.com
11. Stewart, J. (2020, Jun 10). How Is Facebook Useful In Recruitment and Job Searches? The US At Work
12. Dixon, S. (2025, Jun 19). Countries with the most Facebook users in 2025. Statista
13. Enendu, C. (2025, May 2). Meta threatens to cut off Facebook in Nigeria over huge fines. BBC
14. Gawkowski, E. (2025, Jul 1). 12 Best Restaurant Facebook Marketing Strategies & Ideas. Up Menu
15. Digilogy (2025, Jun 4). Facebook Expands AI-Powered Content Suggestions. Digilogy.co
16. Ceci, L. (2025, Jun 26). The most downloaded mobile apps worldwide in 2024. Statista
17. Bashir, U. (2025, May 6). Facebook brand profile in the United States in 2025. Statista
18. Shvartsman, D. (2025, May 2). Facebook: The Leading Social Platform of Our Times. Investing
19. Dixon, S. (2025, Jun 19). Facebook: User engagement and global reach. Statista
20. Gerken, T. (2025, Jun 12). Meta urged to go further in the crackdown on “nudify” apps. BBC
21. Dixon, S. (2024, May 8). Facebook access penetration in 2022 by device. Statista
22. Facebook (2024, Sep 25). Meta’s AI Products Just Got Smarter and More Useful. FB.com
23. Adams, P. (2025, Jan 30). Meta’s AI tools attract more advertisers as tech enters “defining” year. Marketing Dive

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