If you scan the list of the biggest brands on Facebook, you’re not going to find any surprises.
Which brands boast the biggest fan counts? The ones with the biggest names, of course, and some of the biggest marketing budgets.
Your brand or client may not ever boast 71 million followers—or a million, or even 10,000, for that matter. But that doesn’t mean you can’t serve up Facebook content that’s just as good as what the big brands post. Some of the best, most-engaging posts don’t require massive resources.
The brands in this article are the top 10 brands on Facebook as ranked by fan count on Socialbakers. (Note: Due to the time elapsed between writing and publication, rankings might have shifted.) Of course, biggest does not always equal best. But it’s safe to assume that brands with tens of millions of followers are doing something right, even if every post isn’t a home run.
Let’s see what ideas you can steal from these giants, even if you’re a small brand:
1. Inspire people.
Fan count: 71 million-plus
How many inspirational quotes have you seen on Facebook?
You’ve probably seen a lot. That’s because certain people use Facebook as a place to inspire themselves and others. Brands can, too. But it doesn’t have to be through a quotation from Dwayne “The Rock” Johnson.
Consider Coca-Cola. Granted, the company, like others in this article, is a behemoth with enough clout and money to actually change the world. Your brand might not have that much weight to throw around, but there’s still value in promoting goodness and equality.
Whether it’s showcasing your brand’s support for a cause or its sponsorship of the local tee-ball team, you can tell a story—one that your fans will feel good about liking.
2. Call for captions.
Brand: Red Bull
Fan count: 39 million-plus
Red Bull is known on social media for its breathtaking action photography. And I get it. You don’t have that in the budget. You can easily steal one of Red Bull’s most basic Facebook tricks: caption contests.
This is the oldest one in the book, right? That’s because it’s one of the most powerful—and easiest and cheapest—tricks of the trade.
3. Transport people.
Fan count: 37 million-plus
Take people inside an event. It doesn’t even have to be your event.
Your brand or employees show up somewhere, right? They go to store openings, concerts, a launch party or a sponsorship at the local Elks Lodge. Document it, create an album and share. People love when you can transport them away from their desks.
4. Reimagine product photos.
Fan count: 35 million-plus
Rethink your product shots. Most of the big brands on Facebook do this well. Starbucks is the master, but it’s not a hard tactic to employ if you have a quasi-decent camera and a rudimentary photo-editing program.
5. Spread the news.
Fan count: 34 million-plus
If you have news, post it! You might not be PlayStation and have an actual press conference to announce, but newsy, behind-the-scene tidbits-new hires, new products, events your brand attends—are all Facebook worthy. They’re also often a nice break from other types of posts.
6. Share product hacks.
Fan count: 34 million-plus
Hack your own product if you can. Or better yet, post other people’s hacks. Oreo knows what I’m talking about.
7. Make your fans drool.
Fan count: 32 million-plus
Food brands are all over this one, but you don’t necessarily have to be a food brand to post quick recipe ideas to Facebook. People eat them up.
8. Tap into celebrity power.
Fan count: 30 million-plus
Post celebrity photos. iTunes is able to do this in a way that’s directly tied to brand promotion, but make no mistake: Posting a coupon to your Facebook page—no matter your brand—in honor of Elvis’ birthday with a choice image of the man himself will get some attention.
9. Find a puppy.
Fan count: 29 million-plus
Put a puppy next to your product. You don’t need a good reason.
10. Drive people to your content.
Fan count: 28 million-plus
This one might seem painfully obvious, but surprisingly few brands do it. Many tend to think of their Facebook posts as content that exists on Facebook alone. (Or, at best, they repurpose it for Twitter or Instagram.)
You have content elsewhere, right? Great blog content is a perfect fit, but if you don’t have a blog, look for other opportunities. Share an interview with your CEO that’s in the local paper. Use Facebook as a gateway to other online properties that can drive people deeper into your brand.