My last TechCrunch Teardown outlined the multi-billion dollar online brand advertising opportunity. As part of that research, I looked at the top Facebook brand pages to see how some brands were successfully using social media to connect with their consumers. With soaring Facebook revenues, a significant share of which comes from brand advertising, I went back again to look at how the top 165 brand pages performed in Q1 2011 to get a sense for which firms continue to get the most out of Facebook. And to see if some brands are showing signs of slowing growth.
For instance, here is how the 10 largest brands on Facebook are doing:
Top 10 Facebook Brand Pages "Like" Growth (Q1 2011)
Brand Page Dec, 2010 Apr, 2011 Change Above/Below Overall Facebook Growth
Coca-Cola 20,181,591 25,390,573 26% 12%
Starbucks 18,647,055 21,016,173 13% -1%
Oreo 15,530,714 18,370,449 18% 5%
Disney 14,648,296 20,734,994 42% 28%
Skittles 14,036,623 16,027,104 14% 0%
Red Bull 13,973,519 17,555,541 26% 12%
Converse All Star 11,729,775 16,020,477 37% 23%
Victoria's Secret 10,465,744 12,481,227 19% 6%
Pringles 8,192,066 11,865,755 45% 31%
Monster Energy 7,464,850 9,663,686 29% 16%
As you can see in the longer table below, which ranks the top 165 Facebook brand pages by growth, many of the top brands on Facebook continue to experience strong fan growth, even with bases of multi-million fans. For this research, I specifically looked at those brand pages that had an installed "fan base" of 500,000 users and above in December in order to get the best measurement of the health of the platform.
Facebook itself grew it's users by 13.7% (from 585 million to 665 million, in terms of raw number of accounts) so I would expect to see the top brands seeing a multiple of this considering the nascent stage and untapped potential of commerce on Facebook. Conversely, if a brand page's growth lags that of Facebook's in general, it may be an early indicator of a stalled social media strategy.
Top 10 Takeaways
Only 10 top brand pages grew their audience 100%+ last quarter and only three (Hollister, Sour Patch Kids, Trident Chewing Gum) saw 200% or more growth.
31 brand pages (19% of the total) grew less than the overall Facebook growth rate of 14%. Starbucks, the 2nd largest brand page on Facebook, was the largest brand in the bottom 31. By contrast, Coca-Cola, Facebook's largest brand, grew 26%, and Disney, the new No. 3 most popular brand, grew its fans by 42%.
Food and apparel retail are two categories of note that appear to be among the fastest growth areas. This is interesting considering consumption for these products mostly occur offline.
Apparel retailers, specifically, seem to be doing a better job of tying their retail store promotions to their Facebook presence. Interesting to note that Hollister and Abercrombie are No. 1 and No. 4, respectively, and are owned by the same company. American Eagle, Forever 21, H&M, and Zara are all doing something right.
Walmart was the No. 12 fastest-growing fan page, adding 2.5 million fans. Along with its recent acquisition of Kosmix, I believe Walmart will continue to invest heavily in social, commerce, and campaigns.
In the next decile, quick-serve restaurants such as Domino's, Pizza Hut, In-N-Out Burger, and Wendy's appear to signal another trend worth noting. The key question for these firms is how to drive restaurant visits and sales from these pages when food is, by definition, offline activity.
Fanning specific niche passion products (Olive Garden bread sticks, Sharpie markers, Swedish Fish, Cookie Dough) and seasonal items (Cadbury Eggs) may plateau when the initial novelty and/or the natural "audience" for those products is achieved.
Inter-category brand differences are evident and warrant further investigation. For example, why are Hollister, Abercrombie, and Forever 21 growing so much faster than Wet Seal (27%) and Pac Sun (42%)? And why do these same three brands have 3X-4X more fans than their competition?
An interesting brand story is happening right now in Dove soap. While Dove did not qualify for my initial analysis because it only had 271,000 fans in December, it's 340% growth made it the No. 1 fastest 1-million fan brand page in my analysis.
As brands achieve critical mass and become more comfortable investing in their Facebook presence, they will become far more concerned with fan engagement, fan differentiation, loyalty and efficacy. The key question is: once they have an audience, what will they do with it?
Bugatti teardown photo credit: Flickr/David Villarreal Fernández
Top 165 Facebook Brand Pages "Like" Growth (Q1)
Brand Page Dec, 2010 Apr, 2011 Change
Hollister Co. 1,387,934 4,782,412 245%
Sour Patch Kids 525,764 1,710,745 225%
Trident® Chewing Gum 563,392 1,785,530 217%
Abercrombie & Fitch 1,547,004 4,270,707 176%
American Eagle 1,577,352 4,261,547 170%
Sprite 1,385,784 3,207,224 131%
Forever 21 1,862,285 4,302,047 131%
Puma 2,126,747 4,451,585 109%
H&M 3,268,914 6,752,798 107%
Pepsi India 521,589 1,045,855 101%
Domino's Pizza 1,249,633 2,455,288 96%
Walmart 2,641,803 5,162,522 95%
Zara 4,416,498 8,620,975 95%
Netflix 482,219 936,551 94%
DC Shoes 2,500,000 4,732,380 89%
WARHEADS 468,363 879,585 88%
Diet Coke 470,445 882,837 88%
Redbox 1,397,149 2,609,453 87%
Best Buy 1,487,001 2,768,057 86%
Nike Football 3,700,000 6,869,344 86%
Pizza Hut 1,818,573 3,257,844 79%
AXE 629,074 1,104,783 76%
Mentos US 473,427 825,348 74%
Macy's 921,871 1,595,052 73%
In-N-Out Burger 1,015,176 1,734,198 71%
Wendy's 563,328 950,196 69%
Burberry 3,500,000 5,828,557 67%
Hair Experts 509,220 843,638 66%
Xbox 5,141,786 8,423,567 64%
Levi's 2,514,121 4,099,901 63%
(RED) 654,318 1,061,932 62%
Secret 560,084 896,710 60%
Marvel 965,586 1,536,586 59%
Burger King 679,767 1,079,037 59%
Foot Locker 713,849 1,122,532 57%
Kit Kat 2,137,833 3,355,587 57%
Nike Basketball 1,668,597 2,616,177 57%
Rockstar Energy Drink US 524,792 822,122 57%
Stride Gum 1,151,682 1,799,030 56%
adidas Originals 5,700,000 8,819,781 55%
Lacoste 3,500,000 5,393,776 54%
Wonka 823,747 1,268,952 54%
Cheez-It 1,074,387 1,627,532 51%
GameStop 1,344,685 2,019,780 50%
GUESS? Inc. 698,930 1,032,288 48%
7-Eleven 482,498 710,157 47%
Tide 824,529 1,204,499 46%
Olive Garden Italian Restaurant 878,360 1,278,583 46%
Ferrero Rocher 6,551,568 9,529,946 45%
Pringles 8,192,066 11,865,755 45%
Panda Express 838,140 1,195,165 43%
PacSun 571,075 809,913 42%
M&M's France 526,074 745,918 42%
Disney 14,648,296 20,734,994 42%
Glowsticks 2,864,804 4,047,188 41%
Little Debbie 654,130 915,507 40%
Snickers 1,175,638 1,644,483 40%
BMW 3,750,000 5,221,977 39%
Aeropostale 3,000,000 4,165,275 39%
Baskin-Robbins 1,662,602 2,305,019 39%
Arizona Iced Tea 1,462,999 2,026,552 39%
adidas Football 3,000,000 4,151,631 38%
Frizzé 594,259 821,230 38%
Pepsi 2,700,000 3,702,343 37%
Bath & Body Works 1,234,488 1,691,674 37%
SUBWAY 3,872,541 5,305,329 37%
Converse All Star 11,729,775 16,020,477 37%
TOMS 625,000 847,167 36%
Lay's 1,868,683 2,515,595 35%
Sephora 1,000,000 1,344,825 34%
Pillsbury 689,710 925,913 34%
Target 3,133,868 4,196,333 34%
Nutella 6,810,461 9,068,800 33%
ChapStick 1,517,113 2,007,002 32%
McDonald's Malaysia 512,025 673,019 31%
Fox Racing 1,456,047 1,909,669 31%
Pizzeria los hijos de puta 580,796 761,186 31%
Dollar General 495,885 645,974 30%
Hooters 844,387 1,096,540 30%
Kohl's 3,267,161 4,239,709 30%
Honda 762,420 988,055 30%
Monster Energy 7,464,850 9,663,686 29%
Mountain Dew 3,701,609 4,772,978 29%
Ford Mustang 1,050,000 1,350,518 29%
McDonald's 6,138,025 7,875,107 28%
The Cheesecake Factory 655,897 840,651 28%
Wet Seal 1,100,000 1,394,234 27%
Gatorade 2,572,224 3,248,692 26%
Buffalo Wild Wings 3,628,268 4,567,362 26%
Coca-Cola 20,181,591 25,390,573 26%
Chocolatos 1,257,306 1,580,472 26%
Red Bull 13,973,519 17,555,541 26%
Taco Bell 4,953,180 6,219,430 26%
Babies "R" Us 553,761 695,291 26%
ICEE 936,991 1,168,181 25%
Dairy Queen 2,375,486 2,956,525 24%
Harley-Davidson 1,845,069 2,292,030 24%
Toys "R" Us 1,125,055 1,392,779 24%
Jimmy John's 461,915 570,194 23%
Subway 3,364,370 4,133,441 23%
Doritos 1,358,782 1,667,809 23%
HERSHEY'S 1,590,718 1,945,763 22%
Orbit Gum 771,124 941,755 22%
Walgreens 788,673 960,000 22%
Hot Topic 2,373,296 2,882,338 21%
M&M's U.S.A. 1,760,238 2,134,154 21%
JCPenney 1,359,595 1,646,900 21%
Ben & Jerry's 2,276,699 2,748,229 21%
Life is good.® 715,918 863,390 21%
Party City 782,496 943,411 21%
Dr Pepper 7,132,036 8,575,528 20%
Cindor 681,323 818,347 20%
Old Spice 1,149,898 1,380,317 20%
Çikolata 1,001,695 1,202,211 20%
7-ELEVEN 991,582 1,190,014 20%
5 Gum 3,724,541 4,469,481 20%
Duck Tape 3,108,051 3,717,906 20%
Victoria's Secret 10,465,744 12,481,227 19%
Audi USA 2,623,327 3,114,304 19%
Dunkin' Donuts 2,737,229 3,241,332 18%
Oreo 15,530,714 18,370,449 18%
Chipotle Mexican Grill 1,105,439 1,301,979 18%
Outback Steakhouse 996,600 1,173,257 18%
Carl's Jr. 585,236 688,472 18%
Starburst 7,025,176 8,197,646 17%
Chili's Grill & Bar 638,213 744,507 17%
Jamba Juice 792,899 923,054 16%
Fix-It and Forget-It 449,067 522,056 16%
Starbucks Philippines 695,683 805,229 16%
Twix 1,442,657 1,666,482 16%
Krispy Kreme Doughnuts 2,714,226 3,127,356 15%
Papa John's Pizza 1,405,881 1,618,344 15%
Skittles 14,036,623 16,027,104 14%
Dippin' Dots 3,339,741 3,808,655 14%
FACEBOOK Q1 2011 USER GROWTH LINE
Cadbury Creme Egg 1,535,205 1,741,854 13%
Sharpie Permanent Markers 1,468,927 1,665,069 13%
Jones Soda 617,199 698,903 13%
SunChips 482,458 544,963 13%
Kraft Foods - Recipes and Tips 553,395 624,644 13%
Bubble O' Bill Ice Creams 848,168 956,350 13%
Starbucks 18,647,055 21,016,173 13%
Cookie Dough 2,680,854 3,013,803 12%
vitaminwater 2,031,582 2,279,729 12%
T.G.I. Friday's 493,236 552,323 12%
Vodka Glacial 539,500 601,922 12%
Reese's 6,125,628 6,819,614 11%
River Island 828,834 917,746 11%
Wawa 607,163 672,211 11%
Butterfinger 685,944 757,494 10%
Chick-fil-A 3,584,407 3,955,188 10%
Galaxy Chocolate 833,986 913,285 10%
Baci Perugina fan club 847,716 919,199 8%
Nescafé 908,151 982,156 8%
Sour Gummy Worms 3,200,000 3,442,389 8%
Bacon Butty 455,099 488,434 7%
Kellogg's Pop-Tarts 2,606,464 2,792,095 7%
Pizza on Zeer 618,288 661,984 7%
Chocolates on Zeer 582,155 618,030 6%
Sour Patch Watermelon 1,194,792 1,264,258 6%
Pan di Stelle 1,191,826 1,256,034 5%
LINDT, Cioccolato - Italia 508,145 526,920 4%
Swedish Fish 518,868 533,747 3%
Einstein Bros Bagels 617,575 635,215 3%
Olive Garden Bread Sticks 968,981 974,462 1%
Häagen-Dazs® 563,711 560,983 0%
© Steven A. Carpenter, 2011
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