Top Facebook Brands Build Global Fan Bases

January 2, 2013

This article is included in these additional categories:

Brand Metrics | Digital | Europe & Middle East | Global & Regional | Local & Directories / Small Biz | Social Media

Socialbakers-Top-Facebook-Brands-US-Fan-Concentration-Jan2013The brands with the most fans on Facebook see a majority share of those fans residing outside the US, according to an analysis of Socialbakers data. Socialbakers recently launched local fan counts in their Facebook Page statistics, providing geographic distribution data for each of the brands it tracks. Aside from Walmart, an outlier with 95% of its fans concentrated in the US, none of the other top 10 brands by current Facebook fan size have a majority share of their fans in the US. That’s despite 9 being headquartered in the US.

While the geographic distribution of brands’ fans may mirror their sales distribution, it’s interesting to note the variety in their composition. Just two (Starbucks – 49%; iTunes – 45%) have more than 40% of their fans concentrated in the US. By contrast, Americans account for just 22% of total fans for Coca-Cola, the top brand. Coca-Cola, with its wide geographic distribution of fans, has been one of the fastest brand movers on Facebook of late, picking up almost 2 million fans in November and October alone, per monthly Socialbakers data tracked by MarketingCharts. Those fans are spread all over the world – with the largest representations after the US being in Brazil (13%), Mexico (8%), France (6%), and Argentina (5%).

Still, the fact that Americans make up only a minority share of these top brands’ fan count may not be all that surprising. Separate data from Socialbakers shows that roughly 17% of Facebook’s more than 1 billion users are in the US. While that suggests that American Facebook users are more apt to like top brands than users in other countries, it’s worth noting that these top brands all have US headquarters save for Red Bull (Austria), a fact that presumably skews the results.

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