The Top 20 Brands on Facebook

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The Top 20 Brands on Facebook

The Top 20 Brands on Facebook...by the numbers. But, what do you think makes a top brand? Certainly it can't be the number of Likes. Which brands do you feel actually take the time to listen to customers and design the social media experience to deliver value against their expectations?

Coca Cola (31,762,653)
Disney (26,613,752)
Starbucks (23,574,606)
Oreo (21,864,091)
Red Bull (21,220,373)
Converse All Star (19,880,308)
Converse (18,977,840)
Skittles (18,386,827)
Playstation (16,245,633)
iTunes (15,862,234)
Pringles (14,765,300)
Victoria’s Secret(14,384,903)
Window’s Live Messenger (13,926,945)
Ferrero Rocher (11,676,898)
Monster Energy (11,492,620)
Nutella (10,696,260)
iPod (10,530,905)
Adidas Originals (10,433,947)
Xbox (10,388,218)
Dr Pepper (9,927,828)

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6 July 2011
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11 months ago Daniel Foster (Facebook) responded:

We're not one of those big consumer brands but we try to keep delivering on expectations by posting more of the content people want and appreciate.

That means asking followers *what* they want. One stupid simple way to do that is using Facebook's own "Question" post type, like we did here: http://www.facebook.com/Snagit Now we know what content we need to provide; the hard work is producing it!

Since there's always a discrepancy between intent and actual behavior, it also helps to look at which content performed well and try to do more of that. I just started using PageLever.com to get a better sense (better than FB Insights) of who's really on our page, where they came from, and how they're using the content.

And, of course, the "little things" matter a lot--like responding to every question posted to our wall in a timely and helpful way. It's rarely splashy, exciting work...but it's one more way to keep people in love with our products.

Daniel Foster
New Media Specialist, TechSmith
www.twitter.com/fosteronomo

11 months ago Brian Solis responded:

Daniel, well said. Thank you for taking the time to share.

11 months ago Tom Cash responded:

This is an interesting list... Going on the amount of business a company does through Facebook, I expected to see companies like ASOS there?...

Also - couldn't you class Converse and Converse All Stars as one brand?? Isn't that a technicality? If they were one brand, they would top the list - which is again, interesting...

11 months ago Brian Solis responded:

Tom, Converse is an anomaly...they maintain 2 separate Facebook presences that rank in the top 20. Amazing.

11 months ago alistairtweet (Twitter) responded:

re: Tom Cash - "If [Converse and Converse All Stars] were one brand, they would top the list" - possibly, but maybe not. you've probably got a lot of people who have 'liked' both pages so there would be massive double counting if you did that. but yes, they would surely be higher up the rankings if it was just one page. I wonder what the pros and cons are to having two pages as opposed to one?

One thing that Starbucks do well on Facebook is to maintain national fan pages. For example Starbucks Phillipines has over 900k likes and there are many other country pages that have hundreds of thousands of likes each. Disney do this too but not as well as Starbucks so I think it's pretty safe to say that Starbucks is actually the second biggest brand on Facebook and maybe even ahead of Coca Cola.

Finally, just to give a bit of perspective, Lady Gaga has 40m likers!

11 months ago Patrick Healy liked this post.

11 months ago Pierre Johnson responded:

Thanks for the list Brian.

The list reveals that Facebook is nothing more than an alternative vehicle mostly for advertisers pitching to those with little Disposable Personal Income (DPI) at much lower Cost per Thousand (CPM) than TV and fast-fading general interest magazines.

In short, the list is heavy with consumer package goods (Coca-cola, Oreos, Red Bull, Skittles) and aspirational products (iPod, xBox, Victoria’s Secret, Adidas) for poorer people.

Other than purportedly aggregating eyeballs, albeit staggered to the whims of users, little to none of the social aspect gets leveraged. You don't see some Facebook users telling other Facebook users to "see the ad for Coca-cola."

Noticeably absent from Facebook hype is any advertising recall studies and any correlation between what amount to display ads and sales.

Facebook makes for an easy vehicle buy for those running ad campaigns for billion CPG branded products targeted at light-in-the-wallet consumers, but its efficacy for advertising beyond that is greatly suspect. Facebook is nearly useless for as a social medium.

11 months ago brandinsider (Twitter) responded:

Really great post Brian on your page and here w/ the real numbers! Quick question though, I see that there's no automotive brand listed in this list, did you just list retail brands?

Thanks and glad to be #engaged!

11 months ago barbka21 responded:

The list is somewhat similar to ANY TOP 20 Brands (some exceptions :). I honestly believe that this particular list should (does it?) include all the national, regional, ... varieties versus global Brand's potency. In my experience, national / local approach combined with excellent community management makes a tremendous difference. Would you agree?

10 months ago fanpagelist responded:

How come you've left out Facebook, YouTube and MTV which should rank #1, #2, #5 respectively

10 months ago Web Rookie liked this post.

10 months ago Ricardo Guerrero liked this post.

10 months ago Dpaquette (Twitter) responded:

Hi Brian, I'm also wondering why YouTube was not included on the list. Was YouTube not considered as a consumer product in this case?

5 months ago Biks Wigglesworth liked this post.

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