Thursday 22nd November 2018

Report: How the world’s top 100 brands perform on Facebook

Jason Smith
by on 3rd April 2018

Our latest report, “Facebook Track: Top 100 (PDF 3.8MB),” has identified the world’s top 100 brands have an average engagement rate of 0.12 percent (mean) and 0.02 percent (median) on Facebook. The average engagement rate with 74 outliers removed is 0.10 percent (mean).

The report analyzes 29,047 Facebook posts made by the world’s top 100 brands — as pulled from Interbrand’s Best Global Brands report — between March 15th 2017 and March 15th 2018.

The Netflix (US) page drove 1.7 million comments and 4.1 million shares and is the top performing page for comments and shares over the time frame analyzed. Discovery meanwhile attracted more post likes than any other brand with outliers excluded (Lenovo is top with outliers included).

The best performing brands by post likes

Data is for March 2017 to March 2018 and excludes outliers.

Brand Likes
Discovery 7,332,372
Netflix (US page) 6,698,002
BMW 6,667,545
Mercedes-Benz 5,294,856
Ferrari 4,470,973
Louis Vuitton 3,949,957
Samsung (India page) 3,866,151
Porsche 3,694,282
Lenovo 2,824,565
Harley Davidson 2,555,858
Sony Mobile 2,261,174
Hyundai 1,911,720
Dior 1,485,757
Gucci 1,272,240
Kelloggs (Mexico page) 1,241,682
Shell (Brazil page) 1,224,038
Starbucks 1,033,318
Allianz 995,912
Budweiser (US page) 959,430
Audi 951,830

The best performing brands by post shares

Data is for March 2017 to March 2018 and excludes outliers.

Brand Shares
Netflix (US page) 4,109,971
Discovery 1,373,157
Mercedes-Benz 521,899
Budweiser (US page) 494,484
Porsche 464,184
Ferrari 447,811
Dior 398,618
Harley Davidson 372,626
BMW 322,194
Louis Vuitton 249,953
McDonalds (US page) 230,858
Starbucks 211,475
Disney (UK page) 183,043
Samsung (India page) 154,420
Hyundai 143,282
Nike 140,507
Toyota 122,278
Gucci 106,761
Amazon 104,592
Reuters 104,305

The best performing brands by post comments

This data is from March 2017 to March 2018 and excludes outliers.

Brand Comments
Netflix (US page) 1,658,203
Mercedes-Benz 255,869
Discovery 233,182
McDonalds (US page) 194,157
Disney (UK page) 158,247
BMW 137,993
Samsung (India page) 120,434
Reuters 116,269
Porsche 113,927
Amazon 94,969
Harley Davidson 90,432
Santander (Brazil page) 87,854
Louis Vuitton 81,576
Jack Daniels (UK page) 76,809
KFC (Brazil page) 72,321
Budweiser (US page) 69,462
Starbucks 66,836
Facebook (India page) 48,287
Volkswagen (UK page) 46,233
Huawei Mobile 45,546

In terms of total interactions, 72 percent of posts received between 0-100 shares, 84 percent of posts received between 0-100 comments, 34 percent of posts received between 0-100 likes and 72 percent of posts received between 0-100 reactions.

Posts by likes and shares

Best performing brands by engagement rate

With an average engagement rate (mean) of 1.19 percent (“engagement” is defined as a comment, like, share or reaction), Corona (Brazil) is the top performing Facebook page analyzed with outliers excluded. Citi is the top performing brand page analyzed with outliers included, accounting for an average engagement rate (mean) of 2.61 percent.

Data is from March 2017 to March 2018 and excludes outliers. An engagement is defined as a like, comment, share or reaction. Average engagement rate is calculated by dividing total interactions by total page likes. For brands with market pages, page likes have been adjusted to account for localized likes.

Brand Engagement rate
Corona (Brazil page) 1.19%
KFC (Brazil page) 1.19%
Heineken (UK page) 1.14%
Budweiser (US page) 0.96%
Shell (Brazil page) 0.86%
Kelloggs (Mexico page) 0.77%
Tiffany and Co. (Brazil page) 0.65%
HSBC (UK page) 0.60%
Allianz 0.48%
Pampers (UK and Ireland page) 0.40%
Volkswagen (UK page) 0.38%
Citi 0.36%
Ford (UK page) 0.31%
Adidas (UK page) 0.28%
Netflix (US page) 0.25%
Smirnoff (US page) 0.22%
Jack Daniels (UK page) 0.21%
IBM 0.21%
Nestle (US page) 0.20%
GE (India page) 0.19%

Tesla, which recently deleted its Facebook presence, accounted for an average engagement rate (mean) of 0.18 percent and drove 485, 478 post likes over the time frame analyzed.

Some other key findings include:

  • “Fast food” is the top performing sector overall with an average engagement rate (mean) of 0.42 percent.
  • “Image” is the most frequently occurring post type accounting for 43 percent of all posts (video accounted for 38 percent) while video is the best performing post type (accounting for 46.63 percent of total interactions).
  • Brands with between 300,000 and 1 million fans performed best overall, with an average engagement rate (mean) of 0.22 percent including outliers and 0.20 percent excluding outliers.
  • Brands with more than 5 million fans performed worst overall, with an average engagement rate (mean) of 0.07 percent including outliers and 0.05 percent excluding outliers.
  • The pages which made less than 50 posts over the time frame analyzed performed best overall and accounted for an average engagement rate (mean) of 0.42 percent.

The study split the pages analyzed into two categories — “pages” and “pages and global/market pages” — dependent on whether the page utilizes Facebook’s global pages structure.

Global pages allows a brand to offer localized versions of its pages (what Facebook terms “market pages”) targeted to a local audience. Under this structure, Facebook aggregates page likes across market pages i.e. if a user likes Netflix (UK), then that like will be aggregated and displayed as a single value.

This means the page like value specified on that brand’s pages isn’t indicative of the number of likes from users who like that page but rather indicates total page likes for all market pages employed by that brand.

For this reason, and for brands which utilize global pages, the study selected an active market page from a country with a large population to be representative of that brand. Page like totals were then adjusted to account for audience share of the local market page.

For brands which don’t utilize global pages the study selected the most appropriate and active Facebook page for a brand.

Click here to read more about the methodology and pages behind the study.