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.
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.
