This page is intended to act as a supplement to the “Facebook Track: Top 100” report which is available to download here (PDF 3.6MB). This page explains the methodology in more detail and provides some additional data to compliment the data in the report.
Facebook offers brands a number of options when it comes to creating pages. 60 percent of the top 100 brands analyzed utilize a Facebook feature called “global pages”. Global pages permit a brand to maintain a “default” page e.g. https://www.facebook.com/facebook and “market pages” which are targeted to specific countries or regions e.g. https://www.facebook.com/facebookindia
For brands which have implemented global pages, a user can switch between the “default page” and a “market page” by selecting “switch region” on a Facebook page.
The default page is often targeted to a small subset of countries and the brand will create market pages for all other countries or regions it wishes to target. This poses a problem for data analysis because the only metric made available by Facebook is “page likes” and this metric aggregates all likes from all default and market pages for a brand i.e. it tells us nothing about the number of likes for a particular page.
Moreover, if we were to analyze engagement rate for a default page e.g. /netflix/, then we would be analyzing the engagement rate for Netflix’s entire audience for posts which only went to a small subset of that audience (the countries its default page is targeted to).
For example, Netflix, at the time of writing, has roughly 44,000,000 fans and it has made over 500 posts in the last year. The problem is, those posts aren’t seen by Netflix’s 44,000,000 fans, they are only seen by the countries being targeted by that default page.
To add further complication, some brands have implemented regional pages independently of Facebook’s global pages structure. These pages are less of a concern as likes to these pages aren’t aggregated alongside all other regions. In instances such as these, we’ve typically elected to analyze a brand’s main, non-regional page.
We used online tools to determine how many likes a market page received from a particular location. For example, we determined that the Netflix US page received 9,275,147 likes from the U.S. Therefore, when it comes to calculating engagement rate for Netflix, we selected the Netflix US page and then divided total engagements by number of US page likes.
In a small number of cases, and where a brand had relatively few market pages, we simply analyzed the number of likes from the countries targeted by its market pages and subtracted this total from total page likes (all of the remaining countries were targeted by the default page).
For example, Gucci only has two market pages: South Korea and Japan. We looked at the audience share of likes for these two countries and subtracted them from Gucci’s total page likes. We then pulled all posts from Gucci’s default page between March 15th 2017 and March 15th 2018 and calculated total engagement based on Gucci’s new page likes total (minus page likes from South Korea and Japan).
An engagement in this analysis is defined as a comment, like, reaction or share.
You can view the full list of pages in this category below. Where a brand hasn’t implemented Facebook’s global pages structure, we’ve obviously analyzed the same page between both categories. Where a brand has implemented Facebook’s global pages structure, we’ve selected a market page to be representative of that brand.
The “pages” category, for the purposes of this report, has really only been utilized to compare total page likes between brands on a global level i.e. aggregate page likes of all brands.
In all instances we’ve endeavored to select active Facebook pages from countries with large populations.
The table below contains 100 pages, 60 of which are market pages or default pages and have been selected to represent a brand. Apple has been excluded from the “pages and global/market pages” category as it doesn’t maintain an active Facebook presence.
Brands which have implemented Facebook’s global pages structure are emboldened.
| Brand | “Pages” | “Pages and global/market pages” |
| Moët & Chandon | /moet/ | /moetusa/ |
| Smirnoff | /smirnoff/ | /smirnoffus/ |
| Johnnie Walker | /JohnnieWalker/ | /JohnnieWalkerUS/ |
| Corona | /Corona/ | /coronaextrabrasil/ |
| John Deere | /JohnDeere/ | /JohnDeereUSCA/ |
| Shell | /Shell/ | /ShellBrasil/ |
| Sprite US | /Sprite/ | /spriteus/ |
| Mini | /MINI/ | /MINIUSA/ |
| Burberry | /Burberry/ | /Burberry/ |
| Heineken | /heineken/ | /HeinekenUK/ |
| Salesforce | /salesforce/ | /SalesForceUK/ |
| KFC | /KFC/ | /KFCBrasil/ |
| Jack Daniels | /jackdaniels/ | /jackdanielsuk/ |
| Tiffany & Co. | /Tiffany/ | /TiffanyAndCo.Brasil/ |
| PayPal | /PayPal/ | /PayPalUSA/ |
| Netflix | /netflix/ | /netflixus/ |
| Land Rover | /landrover/ | /landroverusa/ |
| FedEx | /FedEx/ | /FedExCanada/ |
| Mastercard | /Mastercard/ | /MastercardUS/ |
| Huawei Mobile | /huaweimobile/ | /HuaweimobileMX/ |
| Lego | /LEGO/ | /LegoGermany/ |
| Cartier | /Cartier/ | /cartier.usa/ |
| Visa | /Visa/ | /VisaUnitedStates/ |
| Nestle | /Nestle/ | /nestle.USA/ |
| 3M | /3M/ | /3MDeutschland/ |
| Adobe | /Adobe/ | /AdobeIndia/ |
| Adidas | /adidas/ | /adidasUK/ |
| Danone | /Danone/ | /DanoneWaveNA/ |
| Gucci | /GUCCI/ | /GUCCI/ |
| Allianz | /allianz/ | /allianz/ |
| HSBC | /HSBC/ | /HSBCUK/ |
| Loreal Paris | /LOrealParisUSA/ | /LOrealParisUK/ |
| Philips | /Philips/ | /PhilipsIndia/ |
| Volkswagen | /Volkswagen/ | /VolkswagenUK/ |
| Nissan | /nissan/ | /NissanUK/ |
| Nescafe | /Nescafe/ | /NescafeUK/ |
| Ford | /ford/ | /forduk/ |
| Hermes Paris | /hermes/ | /hermes/ |
| Budweiser | /Budweiser/ | /BudweiserUSA/ |
| UPS | /ups/ | /ups.uk/ |
| Pampers | /PampersGlobal/ | /PampersUKIre/ |
| American Express | /AmericanExpress/ | /americanexpressmexico/ |
| IKEA | /IKEA/ | /IKEAUSA/ |
| Zara | See above | See above |
| HM | /hm/ | /hmunitedkingdom/ |
| Pepsi | /pepsi/ | /PepsiUS/ |
| SAP | /SAP/ | /SAPIndia/ |
| Cisco | /Cisco/ | /CiscoUKI/ |
| Intel | /Intel/ | /IntelUK/ |
| Disney | /Disney/ | /DisneyUK/ |
| McDonalds | /McDonalds/ | /McDonaldsUS/ |
| General Electric | /GE/ | /GEIndia/ |
| IBM | /IBM/ | /IBM/ |
| /facebook/ | /FacebookIndia/ | |
| SamsungUK | /SamsungUK/ | /SamsungIndia/ |
| Coca-Cola | /Coca-Cola/ | /CocaColaUnitedStates/ |
| Microsoft | /Microsoft/ | /MicrosoftIndia/ |
| /Google/ | /GoogleUK/ | |
| Kelloggs | /KelloggsMexico/ | /KelloggsMexico/ |
| Hewlett Packard Enterprise | /HewlettPackardEnterprise/ | /HewlettPackardEnterprise/ |
| Lenovo | /lenovo/ | /lenovo/ |
| Tesla | /tesla/ | /tesla/ |
| Dior | /Dior/ | /Dior/ |
| Prada | /Prada/ | /Prada/ |
| Caterpillar | /caterpillar/ | /caterpillar/ |
| Ferrari | /Ferrari/ | /Ferrari/ |
| Discovery | /Discovery/ | /Discovery/ |
| Harley Davidson | /harley-davidson/ | /harley-davidson/ |
| DHL | /dhl/ | /dhl/ |
| Panasonic USA | /Panasonic/ | /Panasonic/ |
| Johnson Johnson | /jnj/ | /jnj/ |
| Kia | /kia/ | /kia/ |
| Santander Brasil | /santanderbrasil/ | /santanderbrasil/ |
| Reuters.com | /Reuters/ | /Reuters/ |
| Morgan Stanley | /morganstanley/ | /morganstanley/ |
| Colgate | /Colgate/ | /Colgate/ |
| Sony Mobile | /sonymobile/ | /sonymobile/ |
| Starbucks | /Starbucks/ | /Starbucks/ |
| HP | /HP/ | /HP/ |
| CanonUSA | /CanonUSA/ | /CanonUSA/ |
| Siemens | /Siemens/ | /Siemens/ |
| Porsche | /porsche/ | /porsche/ |
| Citi | /citi/ | /citi/ |
| Goldman Sachs | /goldmansachs/ | /goldmansachs/ |
| AXA US | /AXAUS/ | /AXAUS/ |
| Audi | /audi/ | /audi/ |
| Accenture | /accenture/ | /accenture/ |
| Hyundai Worldwide | /Hyundaiworldwide/ | /Hyundaiworldwide/ |
| eBay | /ebay/ | /ebay/ |
| JP Morgan Chase | /jpmorganchase/ | /jpmorganchase/ |
| Gillette | /gillette/ | /gillette/ |
| Honda | /Honda/ | /Honda/ |
| Louis Vuitton | /LouisVuitton/ | /LouisVuitton/ |
| Nike | /nike/ | /nike/ |
| Oracle | /Oracle/ | /Oracle/ |
| BMW | /BMW/ | /BMW/ |
| Mercedes-Benz | /MercedesBenz/ | /MercedesBenz/ |
| Toyota | /toyota/ | /toyota/ |
| Amazon | /Amazon/ | /Amazon/ |
| Apple | /apple/ | /apple/ |
Listed below are the 74 posts (outliers) excluded from analysis. The posts are ordered by post engagement rate.
From the 29,047 posts analyzed it was clear a very small subset of outliers with hundreds of thousands of likes were skewing the data (there’s a histogram charting the distribution of likes in the main report).
With Facebook, a brand has the opportunity to promote or boost its posts. While such activity shouldn’t skew the average to any meaningful extent, we observed data points with a disproportionately large number of likes relative to shares.
When reporting on average engagement or interactions, some organizations simply remove the top five percent of posts. In our case, we segmented outliers that were three standard deviations beyond the mean and then created a new metric to analyze total post shares as a percentage of total post likes.
From this, we identified 74 posts belonging predominantly to one brand where shares were less than 0.5 percent of total post likes. We treated these posts as outliers.
The main report analyzes data both containing and excluding outliers and indicates where outliers have been excluded from analysis.
| Page | Post likes | Page likes | Engagement rate |
| citi | 634,027 | 1,159,695 | 54.74% |
| citi | 611,725 | 1,159,695 | 53.36% |
| citi | 544,863 | 1,159,695 | 47.07% |
| citi | 475,693 | 1,159,695 | 41.09% |
| philipsindia | 414,745 | 1,123,895 | 37.09% |
| citi | 341,518 | 1,159,695 | 29.48% |
| citi | 326,360 | 1,159,695 | 28.17% |
| siemens | 135,850 | 503,197 | 27.22% |
| citi | 246,477 | 1,159,695 | 21.28% |
| siemens | 101,267 | 503,197 | 20.25% |
| siemens | 69,797 | 503,197 | 13.99% |
| siemens | 68,899 | 503,197 | 13.78% |
| lenovo | 834,420 | 6,704,037 | 12.59% |
| siemens | 61,594 | 503,197 | 12.32% |
| allianz | 117,266 | 1,066,346 | 11.01% |
| lenovo | 688,348 | 6,704,037 | 10.40% |
| allianz | 110,421 | 1,066,346 | 10.36% |
| allianz | 103,343 | 1,066,346 | 9.70% |
| allianz | 96,809 | 1,066,346 | 9.08% |
| allianz | 90,155 | 1,066,346 | 8.46% |
| allianz | 83,506 | 1,066,346 | 7.84% |
| lenovo | 472,181 | 6,704,037 | 7.13% |
| allianz | 68,419 | 1,066,346 | 6.47% |
| lenovo | 430,262 | 6,704,037 | 6.47% |
| lenovo | 416,689 | 6,704,037 | 6.26% |
| lenovo | 398,883 | 6,704,037 | 6.01% |
| lenovo | 370,183 | 6,704,037 | 5.56% |
| lenovo | 298,594 | 6,704,037 | 4.50% |
| lenovo | 298,425 | 6,704,037 | 4.48% |
| lenovo | 285,565 | 6,704,037 | 4.28% |
| lenovo | 279,517 | 6,704,037 | 4.20% |
| lenovo | 268,591 | 6,704,037 | 4.06% |
| lenovo | 268,503 | 6,704,037 | 4.03% |
| lenovo | 262,728 | 6,704,037 | 3.96% |
| lenovo | 260,850 | 6,704,037 | 3.93% |
| lenovo | 246,450 | 6,704,037 | 3.70% |
| lenovo | 221,547 | 6,704,037 | 3.31% |
| lenovo | 213,591 | 6,704,037 | 3.20% |
| lenovo | 212,685 | 6,704,037 | 3.19% |
| lenovo | 207,059 | 6,704,037 | 3.13% |
| lenovo | 198,982 | 6,704,037 | 2.99% |
| lenovo | 191,703 | 6,704,037 | 2.89% |
| lenovo | 192,085 | 6,704,037 | 2.88% |
| lenovo | 178,110 | 6,704,037 | 2.69% |
| lenovo | 174,324 | 6,704,037 | 2.62% |
| lenovo | 166,320 | 6,704,037 | 2.49% |
| lenovo | 156,875 | 6,704,037 | 2.35% |
| lenovo | 155,163 | 6,704,037 | 2.33% |
| lenovo | 149,896 | 6,704,037 | 2.25% |
| lenovo | 144,037 | 6,704,037 | 2.17% |
| lenovo | 139,496 | 6,704,037 | 2.10% |
| lenovo | 138,656 | 6,704,037 | 2.08% |
| lenovo | 137,697 | 6,704,037 | 2.06% |
| lenovo | 132,712 | 6,704,037 | 1.99% |
| lenovo | 130,432 | 6,704,037 | 1.96% |
| lenovo | 124,056 | 6,704,037 | 1.87% |
| lenovo | 124,329 | 6,704,037 | 1.86% |
| lenovo | 118,126 | 6,704,037 | 1.78% |
| lenovo | 115,453 | 6,704,037 | 1.73% |
| hyundaiworldwide | 75,113 | 4,654,686 | 1.62% |
| lenovo | 102,953 | 6,704,037 | 1.55% |
| lenovo | 95,312 | 6,704,037 | 1.43% |
| lenovo | 91,597 | 6,704,037 | 1.39% |
| lenovo | 90,295 | 6,704,037 | 1.36% |
| hyundaiworldwide | 60,984 | 4,654,686 | 1.33% |
| lenovo | 85,466 | 6,704,037 | 1.29% |
| samsungindia | 164,182 | 13,262,290 | 1.26% |
| lenovo | 83,472 | 6,704,037 | 1.25% |
| lenovo | 77,652 | 6,704,037 | 1.17% |
| lenovo | 68,506 | 6,704,037 | 1.03% |
| lenovo | 61,020 | 6,704,037 | 0.92% |
| samsungindia | 117,011 | 13,262,290 | 0.89% |
| samsungindia | 105,134 | 13,262,290 | 0.80% |
| samsungindia | 82,247 | 13,262,290 | 0.63% |