Malta's digital landscape in 2026 shows a robust Facebook user base of approximately 330,000 active users, reflecting the country's population and high internet penetration. The focus on mobile engagement continues to grow, with 78% accessing Facebook via smartphones, emphasizing the importance of mobile-optimized marketing strategies. Local businesses increasingly leverage Facebook ads, spending around €25 million, to reach targeted audiences efficiently.
The high engagement rate of 4.5% indicates strong user interaction with organic and paid content, making Facebook a vital platform for Maltese marketers. With over 12,000 active business pages, competition is fierce, encouraging brands to develop creative campaigns. As digital literacy improves, Facebook remains central to social media marketing efforts, driving sales and brand awareness across Malta.