| Brand | Strategy Highlights | Page Likes (as of source publication) |
| Coca-Cola | Capitalizes on video content, engages with fans by responding to comments, provides customer service through Messenger with personal messages. | 99 million |
| Intel | Pays attention to negative feedback, provides thorough information on its About page, uses the Jobs section for talent acquisition, leverages the Events feature, and provides linking opportunities to its blog. | 25 million |
| Nike | Posts sports videos and images, personalizes content through numerous Facebook Pages pertaining to specific interests. | 33.7 million |
| National Geographic | Posts visuals, images, and videos and content about nature, deep sea creatures, endangered species, climate change, and environmental destruction. | 46 million |
| Tasty | Creates engaging videos about making food items in a short amount of time, understands the context and experience of users on Facebook, and optimizes videos to be understood without audio. | 97 million |
| Fitbit | Focuses on physical and mental health with exercise tips and encouragement, empowers fans to set fitness-related goals, encourages users to share their stats, and offers a refer-a-friend program. | 2.8 million |
| Netflix | Creates value by delivering exclusive content that can only be found on Facebook. | 63 million |
| Charity: Water | Uses storytelling to raise awareness about the global water crisis and inspire people to give. | 488,000 |
| GoPro | Shares videos and images of adventure, action, and adrenaline, connects with users through the lifestyle its products enable, and uses user-generated content. | 10 million |
| Starbucks | Focuses on visual appeal, uses video teasers to drive traffic to blog content, strategically pairs social posts between Instagram and Facebook to fill content gaps. | N/A |
| Disney | Adapts to changing times by tying Facebook initiatives to other platforms like Snapchat, utilizes video content in various formats, organizes video content for user-friendly navigation. | N/A |
| Benefit Cosmetics | Uses Facebook Live to host a weekly show (“Tipsy Tricks”), has an engaged community management team, connects other social media platforms to its Facebook page, and provides easy access to its online store. | N/A |
| Microsoft | Adopts a customer-centric approach by focusing on how products enhance customers’ lives, delivers high-value content with vibrant visuals, entertaining content, and informative how-to guides. | N/A |
| Red Bull | Publishes extreme sports content, including videos and how-to guides, that entertains and educates its audience. | N/A |
| Taco Bell | Promotes offers, discounts, contests, and new products, creates a sense of camaraderie with its audience by responding to comments and posting user-generated content. | N/A |
| SpaceX | Publishes content with facts, statistics, and technical information, leverages video, allowing users to watch rocket launches. | N/A |
Key strategies and takeaways:
•Visual Content: Brands like Starbucks, Disney, Red Bull, Nike, National Geographic, and GoPro highlight the importance of visual marketing through captivating imagery and videos6.
•Video Content: Coca-Cola, Disney, Red Bull, and SpaceX capitalize on the popularity of video content on Facebook. Starbucks uses video teasers to drive users to blog destinations.
•Engagement: Coca-Cola, Taco Bell, Benefit, and National Geographic emphasize community engagement by responding to comments, providing customer service, and creating interactive content.
•Customer-Centric Approach: Microsoft adopts a customer-centric approach by focusing on how products enhance customers’ lives.
•Brand Authenticity: Nike maintains a strong brand image, and Netflix stays true to its core values.
•Exclusive Content: Netflix creates value by delivering exclusive content that can only be found on Facebook.
•Understanding the Audience: GoPro understands its buyer persona and creates content that resonates with them18…, and Tasty understands the context and experience of users on Facebook.
•Community Building: Fitbit creates a sense of community and support through the content it posts.
•Adaptability: Disney proves to be adaptable to changing times.
•Storytelling: Charity: Water uses storytelling to raise awareness and inspire people to give.
•Valuable Content: Providing value for the audience, even before they become customers, can lead to long-term buy-in and loyalty.
These brands demonstrate that successful Facebook marketing involves a combination of compelling content, audience engagement, and a clear understanding of the platform’s unique features.