Facebook's brand favorability rating has fallen to 32%. The platform also ranks last in customer satisfaction among social media apps.
Key Takeaways
- Facebook’s brand favorability rating fell from 46% in 2017 to 32% in 2022
- 53% of Americans say they do not trust Facebook to protect their personal data, the highest among tech firms
- Facebook ranked last in the American Customer Satisfaction Index (ACSI) for social media apps in 2022
- Organic reach for Facebook Page posts has fallen to an average of 5.2%
- The average time spent per day on Facebook by US users decreased from 33 minutes in 2017 to 30 minutes in 2022
- Engagement rates for video posts on Facebook fell by 25% year-over-year in 2022
- Meta was fined $1.3 billion by the EU for data transfers, the largest GDPR fine in history
- Facebook usage on iOS devices dropped by 8% in the month following the iOS 14.5 release
- The UK Competition and Markets Authority (CMA) forced Meta to sell Giphy at a $260 million loss
- Facebook’s ad revenue growth slowed to 0% for the first time in Q2 2022
- Meta's stock price plummeted by 26% in a single day in February 2022, losing $230 billion in market value
- Facebook’s Average Revenue Per User (ARPU) in Europe declined from $19.68 to $17.29 in late 2022
- Facebook lost daily active users for the first time in its history in Q4 2021, dropping by about 500,000 users
- Facebook’s monthly active users in Europe declined from 427 million to 407 million following the invasion of Ukraine and Russian bans
- Only 32% of U.S. teens aged 13-17 report using Facebook in 2022, down from 71% in 2014-2015
Facebook’s trust and engagement are crumbling fast, with users and advertisers pulling back sharply by 2022.
Related reading
01 · Category
Brand Perception & Safety28 stats
01
Facebook’s brand favorability rating fell from 46% in 2017 to 32% in 2022
02
53% of Americans say they do not trust Facebook to protect their personal data, the highest among tech firms
03
Facebook ranked last in the American Customer Satisfaction Index (ACSI) for social media apps in 2022
04
Use of the term "DeleteFacebook" on Twitter/X spiked by 80% during the Frances Haugen testimony
05
Meta's reputation score in the Axios-Harris Poll fell to 97th out of 100 most visible US companies
06
40% of users in a 2022 survey said they only use Facebook because they "have to" for certain groups or events
07
Consumer perception of Facebook's "Excitement" factor has dropped by 60% since 2015
08
Facebook's "Trust Score" among Gen Z is roughly 2.0 out of 10
09
Concerns over Facebook's impact on mental health have led 25% of users to limit app notifications
10
Facebook was voted the "worst company of the year" by Yahoo Finance readers in 2021
11
35% of advertisers expressed concern that Facebook is no longer a "brand-safe" environment due to hate speech
12
Meta's net promoter score (NPS) turned negative for the first time in 2022 among North American users
13
47% of users believe Facebook has a negative influence on the political landscape
14
Brand awareness for "Meta" remains lower than "Facebook," confusing 30% of older users
15
Search volume for "how to deactivate Facebook" has increased by 15% annually since 2020
16
1,000+ brands joined the #StopHateForProfit boycott, leading to a temporary 7% dip in stock price in 2020
17
72% of users are "concerned" about the amount of fake news on the platform
18
Parental concern about Facebook is 20% higher than for Instagram or Snapchat
19
38% of users claim Facebook "negatively affects their mood" after use
20
Facebook's "Ethical Rating" fell to 1.5/5 stars on review aggregate sites
21
The percentage of people who say they "love" the Facebook brand dropped from 15% to 6% in 5 years
22
60% of people believe Facebook is responsible for increasing social polarization
23
42% of Gen Z users have "completely stopped" using Facebook in the last year
24
Internal Meta polls showed that 20% of employees were "unhappy" with the company's direction in 2022
25
Facebook's brand equity in India, its largest market, fell by 12 points in 2022
26
50% of users state they would leave Facebook if a "better alternative" existed today
27
Ad recall for Facebook ads decreased by 9% since 2021 as users "filter out" the content
28
Users spending more than 2 hours a day on Facebook has declined by 14% since 2018
Interpretation
Brand Perception & Safety Interpretation
Facebook has become a digital chore that users grudgingly perform, as trust has evaporated, excitement has vanished, and the brand now feels less like a social network and more like a societal obligation everyone resents.
02 · Category
Engagement & Content30 stats
01
Organic reach for Facebook Page posts has fallen to an average of 5.2%
02
The average time spent per day on Facebook by US users decreased from 33 minutes in 2017 to 30 minutes in 2022
03
Engagement rates for video posts on Facebook fell by 25% year-over-year in 2022
04
Facebook users are posting 15% less original personal content than in previous years
05
The number of public comments on political posts fell by 20% due to algorithmic changes to "clean up" the feed
06
Click-through rates (CTR) on Facebook News Feed ads declined by 11% in 2022
07
Interactions with "Linked" news articles on Facebook dropped by 50% since the 2021 algorithm update
08
Average engagement per post for brands on Facebook is now only 0.07%
09
Use of Facebook Messenger for daily communication among Gen Z fell by 20% in favor of WhatsApp and Discord
10
Viewing of Facebook Stories is 3x lower than Instagram Stories despite cross-posting features
11
30% of users report that their Facebook feed contains "too many ads," leading to reduced session time
12
Interactions with Facebook Live videos decreased by 12% in 2022 as users shifted to TikTok
13
Photo post engagement on Facebook declined by 33% since 2019
14
Sharing of news articles on Facebook fell by 30% in Australia after the 2021 news ban dispute
15
Average session duration on Facebook mobile app dropped from 7 minutes to 4.5 minutes in 2022
16
Engagement with "Viral" meme pages on Facebook fell by 40% as the algorithm prioritized Reels
17
Total number of Facebook Groups with over 100k members saw a 5% decline in active monthly posting
18
Reach for "External Links" on Facebook dropped by 22% in 2022 to keep users on-platform
19
Users under 25 spend 60% less time on Facebook than they do on YouTube or TikTok
20
Facebook Watch (video platform) engagement rates are 10x lower than YouTube's for the same content
21
Status update frequency among active users has declined by 25% since 2016
22
Facebook marketplace interactions slowed by 8% in 2022 as Craigslist and specialized apps rebounded
23
The "Engagement Rate" for influencers on Facebook is now less than 1/5th of their rate on TikTok
24
18% of users say Facebook's algorithm shows them "uninteresting" content more frequently than in 2020
25
Facebook’s share of referral traffic to publishers fell from 13.9% in 2021 to 7.3% in 2023
26
Engagement with "Branded Content" on Facebook fell by 16% in 2022
27
54% of US Facebook users say they have adjusted their privacy settings in the last year, leading to less data for engagement
28
Time spent on Facebook's desktop site has declined by 15% year-over-year
29
"Angry" reactions as a percentage of total reactions increased by 10% on news posts before the 2021 change
30
In 2022, Facebook saw a 10% decrease in the number of users uploading their own photos to the platform
Interpretation
Engagement & Content Interpretation
Facebook is slowly learning that while you can build the world’s most crowded digital town square, you can't stop people from eventually wandering off to more interesting neighborhoods or simply staying home and closing the curtains.
03 · Category
Regulatory & Technological Barriers29 stats
01
Meta was fined $1.3 billion by the EU for data transfers, the largest GDPR fine in history
02
Facebook usage on iOS devices dropped by 8% in the month following the iOS 14.5 release
03
The UK Competition and Markets Authority (CMA) forced Meta to sell Giphy at a $260 million loss
04
96% of US iPhone users opted out of app tracking after the iOS update, hurting Facebook's data model
05
Facebook faces a $5 billion settlement with the FTC for the Cambridge Analytica privacy violation
06
The company faced 3 global outages in 2021, including a 6-hour blackout that cost $60 million in revenue
07
Facebook's removal of "Interest-based" targeting for sensitive categories (race, religion) affected 20% of advertisers
08
Ireland’s DPC fined Meta €265 million for data scraping involving 500 million users
09
Facebook’s "App Store" downloads fell by 25% year-over-year in 2021
10
Facebook spent a record $22.6 million on lobbying the US government in 2022 to fight regulations
11
Content moderation costs have increased by 30% since 2020 due to new safety regulations
12
Use of Ad-Blockers on Facebook desktop has increased to 40% of users in some European markets
13
Facebook's share of "Cross-platform Engagement" dropped 10% as users moved to TikTok and BeReal
14
15% of Facebook's US traffic moved to VPNs to avoid data tracking in 2022
15
The "Information Decay" of the FB social graph is accelerating, with 12% of connections being dormant
16
Meta's hardware division (Portal, Oculus) saw a 10% decrease in units sold in early 2023
17
Google’s planned "Privacy Sandbox" for Android is expected to further reduce Facebook ad efficiency by 15%
18
South Africa’s Competition Commission investigated Meta for anti-competitive behavior in 2022
19
Facebook’s "Account Recoveries" for hacked accounts increased by 40%, indicating security vulnerabilities
20
The "First Party Data" gap for Facebook increased by 25% following browser changes to third-party cookies
21
Regulatory fines for Meta in the last 5 years exceed $6 billion worldwide
22
14% of major US publishing houses have reduced their Facebook-specific staff
23
Facebook Marketplace faces a "Massive" investigation for tying and bundling in the EU
24
Percentage of Facebook code considered "Legacy" has reached 40%, slowing down feature updates
25
Reliance on automated moderation led to a 15% error rate in post removals in 2022
26
Use of the "Facebook Login" on third-party websites declined by 5% in 2022 as Apple Login rose
27
Meta’s AI supercomputer investment rose to $10 billion to attempt to bypass data loss from Apple
28
Legal expenses for Meta increased by $1.2 billion in 2022 alone
29
Number of US states suing Meta over child safety reached 33 in 2023
Interpretation
Regulatory & Technological Barriers Interpretation
While grappling with the Gordian knot of global privacy regulation, hemorrhaging core data and revenue streams, and tripping over its own ethical and technical shoelaces, Meta finds itself in the expensive and humbling position of trying to rebuild a leaking ship while still at sea.
More related reading
04 · Category
Revenue & Market Value30 stats
01
Facebook’s ad revenue growth slowed to 0% for the first time in Q2 2022
02
Meta's stock price plummeted by 26% in a single day in February 2022, losing $230 billion in market value
03
Facebook’s Average Revenue Per User (ARPU) in Europe declined from $19.68to $17.29 in late 2022
04
Apple’s App Tracking Transparency (ATT) caused a projected $10 billion loss in Facebook ad revenue in 2022
05
Meta's Reality Labs (Metaverse division) reported a cumulative loss of over $13.7 billion in 2022 alone
06
Facebook’s global advertising market share dropped from 25% in 2021 to 21% in 2023
07
Net income for Meta fell 52% to $4.4 billion in Q3 2022 compared to the previous year
08
Ad prices on Facebook decreased by 18% in Q3 2022 as demand for placements weakened
09
Meta’s total expenses rose by 19% in 2022, outpacing its revenue growth for the first time
10
Facebook’s "Cost Per Click" (CPC) for advertisers in the retail sector rose 15% due to decreased efficiency
11
Investment in Facebook video ads decreased by 7% among SMBs in 2022
12
Market capitalization for Meta dropped below $300 billion in Nov 2022 from a peak of $1 trillion in 2021
13
Facebook's operating margin fell from 43% in 2019 to 25% in late 2022
14
The ROI on Facebook ads for e-commerce brands fell by 20% on average after iOS 14.5
15
Facebook’s workforce was cut by 13% (11,000 employees) in its first major mass layoff in November 2022
16
A second round of layoffs in 2023 eliminated another 10,000 roles to cut costs
17
Marketing agency spend on Facebook decreased by 12% in favor of TikTok and Amazon Ads in 2022
18
Facebook revenue in the US and Canada saw its first year-over-year quarterly decline in Q3 2022
19
Cash and cash equivalents for Meta decreased by $3 billion in one year due to aggressive buybacks and R&D
20
Facebook's dividend yield remains at 0%, making it less attractive during market downturns than traditional value stocks
21
The valuation of Meta's "Family of Apps" core business (excluding Metaverse) was slashed by 40% by analysts in 2022
22
Ad impressions increased by 14% but average price per ad fell by 14%, showing lower value per view
23
Meta's free cash flow plummeted to $173 million in Q3 2022 from $9.5 billion a year prior
24
Small business satisfaction with Facebook Lead Ads dropped from 4.2 to 3.5 stars in industry surveys
25
Meta's effective tax rate increased to 21% in 2022, reducing net profitability
26
Debt financing for Meta reached $10 billion for the first time in 2022 as cash reserves dwindled
27
Marketing spend on Facebook Groups fell by 18% as organic reach for groups declined
28
Institutional ownership of Meta stock decreased by 5% in the latter half of 2022
29
Facebook's capital expenditures rose to $32 billion in 2022, a 50% increase that spooked investors
30
Analyst "Buy" ratings for Meta fell from 85% to 55% during the 2022 fiscal year
Interpretation
Revenue & Market Value Interpretation
A company so busy building its virtual future it failed to notice the very real present crumbling beneath its feet, hemorrhaging money, users, and advertiser faith in a spectacular display of strategic vertigo.
05 · Category
User Growth & Demographics30 stats
01
Facebook lost daily active users for the first time in its history in Q4 2021, dropping by about 500,000 users
02
Facebook’s monthly active users in Europe declined from 427 million to 407 million following the invasion of Ukraine and Russian bans
03
Only 32% of U.S. teens aged 13-17 report using Facebook in 2022, down from 71% in 2014-2015
04
Facebook usage among Americans aged 12-34 declined by 17% between 2017 and 2019
05
The share of U.S. adults who use Facebook remained flat at roughly 68% since 2016, indicating a growth plateau
06
Facebook’s penetration among UK internet users aged 15-24 fell from 74% to 55% in three years
07
In 2022, TikTok surpassed Facebook in time spent per day among US adult users
08
25% of social media users in France aged 15-24 plan to decrease their Facebook usage significantly in 2023
09
Facebook’s market share of social media visits in the US fell from 71% to 53% between 2020 and 2023
10
New user registrations for Facebook in India saw a 10% decline in growth rate in 2022 compared to 2021
11
Active users in the "Baby Boomer" category are the only demographic showing consistent growth on Facebook, aging the platform's profile
12
Hispanic users in the US have decreased daily Facebook check-ins by 8% since 2020
13
Facebook's average user age in the US has increased from 26 in 2008 to over 40 in 2023
14
44% of younger users (18-29) in the US reported deleting the Facebook app from their phone for a period in 2018
15
Facebook's growth in daily active users in the US and Canada has remained stagnant at roughly 196 million for 10 consecutive quarters
16
In South Korea, Facebook’s monthly active users dropped by 25% over two years (2021-2023)
17
Facebook's share of the digital population in Japan is declining versus Line and Instagram
18
The number of active users in Germany fell by over 1 million in 2022
19
Rural U.S. Facebook adoption rates have declined by 3% since 2019
20
Male users aged 18-24 on Facebook decreased by 2.4% globally in 2022
21
Female users aged 13-17 on Facebook decreased by 1.1% in absolute numbers in 2022
22
In Australia, Facebook saw a 4% decline in reach among users under 30 in 2022
23
Facebook's "unfriending" rates have increased by 12% among users who remain active, showing lower social cohesion
24
Account deactivation rates spiked by 30% following the 2018 Cambridge Analytica scandal
25
61% of Facebook users in the US took a multi-week break from the platform in a 12-month period
26
Teen daily usage of Facebook in the UK dropped from 50% in 2019 to 31% in 2022
27
Facebook usage in suburban areas of the US peaked in 2018 and has declined by 2% since
28
Total user count in North America decreased by 1 million in Q3 2020 before recovering slightly
29
User growth in the "Rest of World" category slowed to 4% in 2022, its lowest rate ever
30
Active college student users in the US have declined 15% since the platform removed the university requirement
Interpretation
User Growth & Demographics Interpretation
Facebook's transformation into a digital town square for empty nesters reveals a platform that’s no longer the cool hangout, but a place where growth now hinges on parents, not teenagers.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Priya Chandrasekaran. (2026, February 13). Facebook Decline Statistics. Gitnux. https://gitnux.org/facebook-decline-statistics
MLA
Priya Chandrasekaran. "Facebook Decline Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/facebook-decline-statistics.
Chicago
Priya Chandrasekaran. 2026. "Facebook Decline Statistics." Gitnux. https://gitnux.org/facebook-decline-statistics.
Sources & references
89 datasets cited across this report · attribution is report-level