What can the statistics of Facebook’s best-performing brands tell us about successful social media marketing?
The top seven brands on Facebook have markedly different approaches, each aimed at pushing customers towards specific channels and actions. Let’s take a look at how these strategies play out by the numbers.
Coca-Cola: Not only does Coca-Cola currently hold the top spot in Facebook popularity with over 90 million fans, it’s also one of the most engaged brands on the platform. Roughly 4,500 interactions take place each day on the beverage company’s page, with peaks as high as 40,000 during the Super Bowl. Contrary to conventional marketing wisdom, however, Coca-Cola often goes weeks, and even months, without posting new content.
McDonald’s: While McDonald’s has had its share of Twitter faux pas over the years, it’s Facebook page has never been stronger. Over 55 million people follow the McDonald’s feed, with nearly 80 percent of those fans residing outside the U.S. Interestingly, McDonald’s has adopted a “less is more” approach to Facebook content, rarely posting more than a single post per day, almost always consisting of a simple marketing image or short, web-style ad. This allows international fans to enjoy the posts just as much as English-language using ones.
Red Bull: What’s missing on Red Bull’s Facebook page? Almost anything to do with Red Bull, that’s what. The company rarely posts images of their cans or branding, instead focusing on videos of extreme sports or other “extreme” lifestyle content. These videos drive traffic to their official YouTube channel, where Red Bull content has generated roughly one billion views. The company takes a similar approach to its non-brand Facebook initiatives, such as the Red Bull Music Academy. As a result, Red Bull has a huge brand following of over 45 million fans, rivaling giants like Coca-Cola and McDonald’s.
Converse: While some companies leverage multiple channels with distinct strategies, Converse proves that there’s value to sticking with one thing and giving it everything you’ve got. The Nike-owned brand has over 40 million fans, roughly twice that of Nike itself. Interestingly, Converse’s other social media accounts are considerably less popular, with around 800,000 Twitter followers and 1.2 million Instagram followers. Why? Because most of that content is also shared on Facebook.
Samsung Mobile: While the war for smartphone supremacy rages on, it’s clear that Samsung has completely decimated its major rivals in the Facebook Battle of 2014. Samsung Mobile has over 40 million fans, while competitors like Motorola (8 million), HTC (5.5 million) and LG (2.5 million), are left in the dust. Strangely, Samsung’s biggest rival, Apple, doesn’t even have an official Facebook page, relying on fans and the media to spread iPhone news.
PlayStation: The marketing team behind Sony’s ever-popular gaming console knows that few things excite gamers more than teasers. PlayStation regularly generates 164,500 discussions per week, and single posts can easily receive hundreds of thousands of likes and tens of thousands of comments. In another example of how far a brand can outperform its own parent company on social media, Sony itself has less than 7 million fans, while its PlayStation page has well over 39 million.
Nike Football: Much like their Converse line, Nike’s dedicated football page (or soccer, if you’re in the U.S.) by far outperforms their general company page, with well over 38 million likes. It’s also a rare case where the majority of the page’s fans aren’t located in the U.S. In fact, U.S.-based fans only account for about 11% of the page’s followers, and the majority of the page’s fans, around 85%, aren’t even English speakers. Not surprisingly, most of Nike Football’s posts feature compelling images and minimal text.
If there’s one lesson to be learned from this variety of Facebook statistics, it’s that there is no single path to success for any brand. Behind the scenes, each brand is doing what works best for their goals and performance. There’s a strategy at work, created by smart marketers using the best tools available. Coca-Cola may be able to post less than once a month, for instance, because their other marketing does the work for them. Converse, meanwhile, clearly relies on Facebook as their primary channel.
In order to make use of this data, each of these brands does extensive analysis using the best tools available. Is your company doing the same?