According to a research by Pew Research Center done in 2016 79% of Americans use Facebook. It is still the most popular of all the social media platforms. I can only imagine that this number has gotten higher over the past few years. Whether it has or not, 79% is still an extremely high number for one platform. The research also showed that 76% of these people check the site on a daily basis. So, needless to say, Facebook holds its value when it comes to advertising on social media.