How 20 Leading Brands Use Facebook to Engage Audiences
Facebook helps people connect in a big way. According to its March 31 quarter-end results, Facebook has 2.60 billion monthly active users and 1.73 billion daily active users. For brands, Facebook can be a place to engage and inspire.
Here is a list of brands that have successfully grown audiences on Facebook. For some brands, Facebook is a platform to provide helpful tips and reward fans with behind-the-scenes glimpses. For others, Facebook can be a medium to join a broader discussion, connecting with users in an open forum.
20 Leading Brands on Facebook
Facebook App is the most popular page on Facebook. It highlights and celebrates the activities and connections of its diverse users and groups, especially through events such as World Animal Day and National Book Month. With National Voter Registration Day, Facebook ran Vote-A-Thon 2020 to encourage everyone to “make your voice heard.” 217 million followers.
Samsung is the second most popular page on Facebook. It’s the official page for Samsung US. The page highlights the properties of its Galaxy phones, TVs, and other tech products. It also builds anticipation for future rollouts, such as gadgets for 5G. 160 million followers.
Coca-Cola shares inspirational content on people sharing a Coke, but it also uses Facebook to celebrate togetherness. During the pandemic, Coca-Cola has launched #ShareHope and #TogetherAtHome messages and content to honor frontline workers. In the #WeLoveThisPlace campaign, Coca-Cola celebrates restaurants, asking users to share their favorites. 106 million followers.
Tasty is a social food network from BuzzFeed. Tasty’s Facebook content features plenty of food videos, such as 5 Smoothies To Keep You Healthy And Fit, as well as helpful BuzzFeed content, such as 42 Brilliant Ideas To Make Your Home Really Freaking Organized. 105 million followers.
YouTube uses its Facebook pages to feature an array of trending video and music content from creators and channels, such as making spooky cookies. YouTube also promotes its original and premium content. Fall Drone Footage features autumn landscapes, challenging users to post their own fall videos. 96 million followers.
McDonald’s uses Facebook to update followers on the closings, re-openings, and changes at its restaurants during Covid-19. It also uses Facebook to promote specialty menu items, such as the recent Travis Scott meal phenomenon. 81 million followers.
Netflix uses its Facebook pages to promote current and upcoming content, such as releasing the final season of the popular Schitt’s Creek. It also offers value-added materials and behind-the-scenes content, such as Sarah Paulson’s memorable roles and wigs and a sneak-peak at Princess Diana’s wedding dress in the new season of “The Crown.” 71 million followers.
Instagram uses its Facebook page to share images and stories on the “people and things you love.” It also shares inspirational, thought-provoking content, such as the #ShareBlackStories campaign. 62 million followers.
The Red Bull page on Facebook posts video clips on beyond-the-ordinary thrill-seeking sports, such as extreme biking and skateboarding, big-wave surfing, cliff diving, and any activity that defies gravity (and common sense). The content is part of Red Bull TV, a multi-platform channel for original action sports clips. 48 million followers.
National Geographic posts images and stories on Earth’s ecosystem, along with struggles and the threats to undo it, such as poachers and global warming. National Geographic also uses its Facebook page to highlight Your Shot images submitted by readers. 47 million followers.
Oreo uses its Facebook page to post inspirational images of the iconic cookie in various desserts, such as homemade OREO s’mores and an OREO milkshake from Burger King. It also posts creative uses for new products such as Maple Creme OREOs. 41 million followers.
PlayStation uses its Facebook page to post gaming tips and information on upcoming releases, such as the much-anticipated PS5. It also posts content from the PlayStation blog, such as the monthly Players’ Choice poll for the best new game. 39 million followers.
On Facebook, Starbucks promotes seasonal beverages, such as the Pumpkin Spice Latte and the Pumpkin Cream Cold Brew. Starbucks also profiles its employees and provides promotional offers to its popular Reward Program. 36 million followers.
Dove, the bar-soap company, uses its Facebook page to redefine our notions of beauty. With Project #ShowUs, Dove built the world’s largest photo library to shatter beauty stereotypes. Dove recently launched campaigns against systematic racism. With the #PassTheCROWN campaign, Dove celebrated the anniversary of #TheCROWNAct law banning race-based hair discrimination by amplifying black voices and showing the world the beauty of natural hair. 28 million followers.
The Chanel page on Facebook provides info on its luxury goods and behind-the-scenes content on the world of fashion. For its spring-summer 2021 Ready-to-Wear show on October 6, Chanel is live-streaming on Facebook. 23 million followers.
Sephora uses its Facebook page to highlight its beauty products, providing followers with makeup-application videos, updates on just-released products, and links to discounts. Most posts ask followers to share their choices or stories. 19 million followers.
KLM Royal Dutch Airlines uses its Facebook page to show behind-the-scenes content, providing followers with helpful information, particularly during Covid-19. In the KLM Answers video series, the company addresses the most frequently asked questions from followers, such as safety and rebooking options. 14.2 million followers.
KLM Royal Dutch Airlines
The Lego page on Facebook inspires followers to build. In its #RebuildTheWorld campaign, Lego illustrates build principles, such as Lego Sustainability, and shows cool Lego designs for everyday products, such as Technic Device Stands submitted by followers. 13.8 million followers.
Wayfair uses its Facebook page to provide design tips for its furniture products. Wayfair also utilizes the page to launch promotional events and discounts, run product giveaways, and poll followers. 7.7 million followers.
Mashable, the tech, science, and news site, uses its Facebook pages as a curated edition, highlighting links to its articles. It also produces short videos on culturally relevant stories, such as dogs sniffing out coronavirus cases and a boat removing plastic out of rivers. 7.6 million followers.