Top 50 Branded Facebook Pages, June 2010: Clear Winners Emerge
Jim Tobin | June 30, 2010 | View Comments
(UPDATE, 7/16: These pages are now also ranked by value, which provides a very different view of them.)
(UPDATE, 7/29: These pages are now re-ranked for July 2010.)
At the end of 2009, we ranked the Top 50 Branded Facebook Pages for the first time, ignoring all the music and celebrity pages and ranking the largest brand-run Facebook pages. Today, exactly 6 months later, we rank them again. This time, we're able to see who is growing, who is slipping, and just how fast you have to keep moving to make this list.
Just as we did last year, there's a clear methodology, explained at the end as to which types of pages made the list and which type did not. But let's get right to the findings, and then share the entire list.
Top Five Are Unchanged
- The Top 5 from December 2009 (Facebook, Starbucks, Coca Cola, YouTube and Skittles) remain in the top 5, all in the same order.
- It was no easy task to stay in the Top 5, as they grew, on average, 65.05% over the last 6 months to defend their positions. The list overall grew at an average rate of 47.81%.
- Each of the Top 5 grew by at least 100,000 fans this past weekend alone.
- Newcomers to the top ten include Red Bull, Windows Live Messenger and Victoria's Secret. They replace Disney, Pringles and Big Prize Giveways, which fell to 11th, 13th and 18th respectively.
Biggest Climbers
- The biggest percentage gainers were Disney Pixar (143.23%), Red Bull (118.31%), MTV (113.46%), Chase Community Giving (100.61%) and Dr. Pepper (94.16%). Not bad activity for 6 months.
- The biggest climbers in terms of places were Converse All Stars, Converse, Disney Pixar, IHateBeingBored.net and Google Chrome. Several of these, notably the Converse pages, started out as organic fan pages, meaning they were left off the list in December, as are all unofficial pages. The brands took them over since then.
- Existing pages including Dr. Pepper, Chase Community Giving and MTV also moved more than 10 places, which is impressive.
Biggest Fallers
- Apple Students disappeared as a fan page in the last six months, eliminating the 24th largest fan page.
- Kisses fell 18 spaces, Slurpee fell 16, Best Buy fell 15 and Kohl's fell 10 slots. Collectively, they grew 14.63%, but that just wasn't fast enough relative to others.
- Over the weekend, both Verizon and Big Prize Giveaway lost over 4,000 fans. Kisses lost just a few over the weekend, showing that fans will leave if you don't keep them involved.
New Arrivals, List Departures
- The following pages make their debut in Ignite Social Media's Top 50 Branded Facebook Pages: Converse All Stars, Converse, IHateBeingBored.net, Google Chrome, Mozilla Firefox, Monster Energy, Walt Disney World, Playstation and Xbox.
- The following pages drop out of the Ignite Social Media's Top 50 Branded Facebook Pages: Ben & Jerry's, 5 Gum, Best Buy, Dippin' Dots, Duck Tape, Kohl's, Apple Students and Verizon.
Top 50 Branded Facebook Pages, June 2010
[UPDATE (7/15): The folks at Wrigley who run the Starburst page reached out to me to point out I had left them off this list by mistake. (They were included in the first list, but I missed them somehow.) With their 2,906,936 fans, they rank 16th, directly between Zara and Converse. On the first list, they ranked 21st, which means they moved up 5 places. I'm impressed with the folks at Wrigley, getting two of their brands (Skittles being the other) in the Top 20. Clearly they're sharing something juicy. So you now have a bonus, 51st brand in the list. No extra charge.]
| Rank Jun 10 | Rank Dec 09 | Fans as of 12/29/2009 | Fans as of 6/28/2010 | % increase | Change in Rank | |
|---|---|---|---|---|---|---|
| 1 | Facebook: | 1 | 6,572,828 | 10,414,795 | 58.45% | 0 |
| 2 | Starbucks: | 2 | 5,259,550 | 8,410,175 | 59.90% | 0 |
| 3 | Coca Cola: | 3 | 4,077,848 | 6,041,340 | 48.15% | 0 |
| 4 | YouTube: | 4 | 3,851,071 | 5,726,379 | 48.70% | 0 |
| 5 | Skittles: | 5 | 3,545,453 | 5,349,198 | 50.87% | 0 |
| 6 | Oreo: | 7 | 2,880,294 | 5,087,795 | 76.64% | 1 |
| 7 | Red Bull: | 15 | 2,139,357 | 4,670,514 | 118.31% | 8 |
| 8 | Live Messenger: | 11 | 2,484,312 | 4,201,505 | 69.12% | 3 |
| 9 | Victoria's Secret: | 13 | 2,338,469 | 4,022,959 | 72.03% | 4 |
| 10 | iTunes: | 9 | 2,635,610 | 3,908,590 | 48.30% | -1 |
| 11 | Disney: | 6 | 3,038,122 | 3,707,618 | 22.04% | -5 |
| 12 | Converse All Stars | New | N/A | 3,494,266 | N/A | 39 |
| 13 | Pringles: | 8 | 2,802,303 | 3,475,110 | 24.01% | -5 |
| 14 | adidas Originals: | 14 | 2,221,284 | 3,137,072 | 41.23% | 0 |
| 15 | Zara: | 18 | 1,692,296 | 2,998,555 | 77.19% | 3 |
| 15.5 | Starburst (see update) | 21 | 1,506,993 | 2,906,936 | 92.90 | 5 |
| 16 | Converse | New | N/A | 2,825,424 | N/A | 35 |
| 17 | Victoria's Secret Pink: | 19 | 1,612,431 | 2,810,032 | 74.27% | 2 |
| 18 | Big Prize Giveaways: | 10 | 2,622,566 | 2,744,933 | 4.67% | -8 |
| 19 | Ferrero Rocher: | 12 | 2,413,264 | 2,727,670 | 13.03% | -7 |
| 20 | McDonalds: | 20 | 1,514,627 | 2,456,372 | 62.18% | 0 |
| 21 | MTV: | 32 | 1,146,716 | 2,447,734 | 113.46% | 11 |
| 22 | Starburst: | 21 | 1,506,993 | 2,286,572 | 51.73% | -1 |
| 23 | H&M: | 22 | 1,453,309 | 2,276,637 | 56.65% | -1 |
| 24 | Disney Pixar: | 47 | 893,527 | 2,173,305 | 143.23% | 23 |
| 25 | Playfish: | 16 | 1,811,554 | 2,119,841 | 17.02% | -9 |
| Rank Jun 10 | Rank Dec 09 | Fans as of 12/29/2009 | Fans as of 6/28/2010 | % increase | Change in Rank | |
| 26 | Reese's: | 23 | 1,443,577 | 2,090,950 | 44.85% | -3 |
| 27 | Chase Community Giving: | 39 | 1,041,146 | 2,088,683 | 100.61% | 12 |
| 28 | Starbucks Frappuccino: | 25 | 1,423,329 | 2,042,582 | 43.51% | -3 |
| 29 | Dr. Pepper: | 44 | 941,392 | 1,827,828 | 94.16% | 15 |
| 30 | IHateBeingBored.net | New | N/A | 1,791,705 | N/A | 21 |
| 31 | Chick-fil-a: | 29 | 1,243,599 | 1,748,747 | 40.62% | -2 |
| 32 | Disneyland: | 36 | 1,077,030 | 1,741,046 | 61.65% | 4 |
| 33 | Subway: | 28 | 1,255,066 | 1,684,997 | 34.26% | -5 |
| 34 | Puma: | 27 | 1,293,254 | 1,681,144 | 29.99% | -7 |
| 35 | Google Chrome | New | N/A | 1,622,432 | N/A | 16 |
| 36 | Krispy Kreme Doughnuts: | 30 | 1,182,378 | 1,600,361 | 35.35% | -6 |
| 37 | Dunkin Donuts: | 40 | 1,028,499 | 1,559,529 | 51.63% | 3 |
| 38 | Mozilla Firefox | New | N/A | 1,512,731 | N/A | 13 |
| 39 | Lacoste: | 31 | 1,152,021 | 1,500,169 | 30.22% | -8 |
| 40 | Vitamin Water: | 35 | 1,094,946 | 1,495,185 | 36.55% | -5 |
| 41 | Buffalo Wild Wings: | 41 | 1,025,404 | 1,472,867 | 43.64% | 0 |
| 42 | Monster Energy | New | N/A | 1,466,194 | N/A | 9 |
| 43 | Kellogg's Pop-Tarts: | 34 | 1,097,776 | 1,458,258 | 32.84% | -9 |
| 44 | Kisses: * | 26 | 1,319,868 | 1,450,913 | 9.93% | -18 |
| 45 | Walt Disney World | New | N/A | 1,424,408 | N/A | 6 |
| 46 | Pizza Hut: | 37 | 1,070,998 | 1,400,003 | 30.72% | -9 |
| 47 | Breast Cancer Awareness: ** | 42 | 1,017,813 | 1,324,719 | 30.15% | -5 |
| 48 | Playstation | New | N/A | 1,318,287 | N/A | 3 |
| 49 | Slurpee: | 33 | 1,115,168 | 1,311,215 | 17.58% | -16 |
| 50 | Xbox | New | N/A | 1,305,053 | N/A | 1 |
Methodology
Just as we did in the first ranking, we excluded certain categories of fan pages to make the best possible comparison among brand marketers. Specifically:
I left out pages that featured:
- Celebrities (like Vin Diesel)
- Politicians (like Barack Obama)
- Musicians (like Michael Jackson)
- Athletes (like Roger Federer)
- Sports teams and sports organizations (like New York Yankees)
- Comedians (like Adam Sandler)
- Unbranded fan pages (like I ♥ SLEEP) or pages for "meme" websites
- Facebook games or apps (like Mafia Wars)
- Generic or unofficial product pages (like Freeze Pops)
- Pages in languages other than English (like Musica En Tu Perfil)
*Kisses is included, as it's a marketing page for Orabrush. ** Breast Cancer Awareness is included as it's a marketing page for a non-profit.
I checked all counts by hand on June 25 and June 28, with June 28 data being used in the chart. InsideFacebook.com's excellent page data was used to check for newcomers and to confirm if pages were official.
While it appeared on the first Top 50, I removed the NBA from this list, as other very active sporting pages are not included. They have an excellent page and a strong fan base, but I wanted to keep it as apples-to-apples as possible. There are other sports organizations, including UFC: Ultimate Fighting Championship that would make a list including sports organizations.
Summary
You'll need at least 1.3m fans (today) to break into this top 50 list. If the growth rate continues at its current pace, you'll need close to 2m fans to make the list in December of this year.
Lots of folks raised questions about the value of these fan pages, and it's an important question. We'll be ranking them by value in a post coming shortly. (And in the interest of full disclosure, I will point out that we actively work on Windows Live Messenger's Facebook page, which is currently ranked 8th.)
What struck you as particularly interesting out of this list?
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