TABLE OF CONTENTS
Facebook has developed over the past few years as a digital marketing platform for brands of all sizes. With over 2.9 billion worldwide users (which equates to 66% of the population), plenty of consumers are ready and waiting for companies to flood their feeds with valuable messaging.
Since the launch of Facebook shopping in 2020, consumers have also started looking to the social media platform as an eCommerce solution. With as many as 78% of people admitting they have made a purchase through the site, we think this signals a clear need for brands to optimise their audience engagements.
At Creative Marketing (NW) Ltd, we think Facebook offers exciting opportunities for both B2B and B2C brands alike. Diverse demographics, the increasing usability of the platform, and the willingness of consumers to engage can all be harnessed with some strategic content and planning. Facebook is also using the power of video excellently, and just like we have mentioned in our list of Top 20 brands for TikTok and Instagram, this is an important asset for any business.
We have pulled together our top 20 brands that use Facebook in the best way possible. From eye-catching content to streamlined UX integration with websites, these businesses showcase how effective Facebook can be for business.
Top Beauty & Skincare brands on Facebook
With as many as 45% of consumers finding inspiration for new beauty investments on social media, it is no surprise that competition within this sector is high on Facebook. It is also essential for brands to be present on the platform, as 62% of women follow beauty influencers. Without companies being present, they miss out on social engagement and impulse sales.
These beauty companies show how Facebook can be used to create a community that is authentic to a brand.
ColourPop is a US-based make-up company that was launched in 2014.
They have made huge waves on social media, being the brand of choice for many beauty influencers due to their wide variety of products and fun take on everyday essentials.
Their Facebook page has made our list due to the variety of content they post. Their feed contains tutorials, advice, user-generated content, and light-hearted memes to break up the content. All posts use a younger generation tone of voice, representing how their target demographic would interact on the platform. Finally, they have found the perfect balance of being relatable and eCommerce-focused, with even comical posts featuring a clear call to action.
NYX is a professional make-up brand with a high street price tag. They have been able to take inspiration from high-end brands in terms of language and branding to be regarded in the same category despite being a high-street brand.
Not only does the content that is posted emulate a luxurious beauty retailer, but the user of masterclass videos highlights their expertise within the industry.
They have also used the page tags wisely and labelled themselves as a make-up artist due to their user-generated and own created looks that are shared. This means their page, in turn, has a greater reach on the platform. Finally, they engage in discussions within the comments, with helps to establish the community feel.
Doll Beauty @xxdollbeautyxxx
Doll Beauty has made our list as their shopping integration is exactly what we expect from an online retailer using Facebook.
As well as having a fully stocked shop, Doll Beauty also tag products within every post, making it simple for the user to purchase the item being marketed.
They use imagery to not just promote products but also the brand’s ethics. This is further enhanced by the weekly ‘Hall of Fame’ posts, which showcase a product used by different brand consumers. They also use videos well and re-purpose content from YouTube and TikTok to create a series of highlights engaged with tutorials and product reviews.
With their signature pink hues, they also get branding just right as they have accounted for content being viewed on their page and within a feed.
The clean-looking page that Clinique has created is perfect for the older demographic they are targeting.
Their content stands out as it is informative and boasts more longer-form posts than other beauty retailers. They use their platform to promote the quality of their products as their position as a thought leader within the industry.
They also have used the shopping feature well, with precise categorisation and seasonal updates accounted for. When you visit this page, you get the same ambience and experience that their brand store offers.
Tatcha is a popular high-end skincare brand inspired by Japanese culture and beauty trends.
As well as boasting a beautifully presented Facebook shop and enticing imagery, they offer consistent posting that is always product-focused.
They also use Facebook for live streaming with industry experts and engagement to shopping channels saved on the page for users to go back and watch later.
The Tatcha page also stands out as they have woven storytelling into their imagery in an effortless and easy-to-impact way.
Top Food & Drinks brands on Facebook
38% of food shoppers say they have found new brands or recipes from the Facebook family of apps. Thanks to the use of video, images, and community interactions, it is easy for brands to become a part of users’ daily lives with relatable food and drink content.
The rise of food influencers has also made this a popular category with the market expected to increase at a rate of 42% by 2024. Consumers also use social media to look for reviews, with 92% confirming they read about the establishment before visiting.
With Facebook offering the chance to be used as a brand website, there are many opportunities for food and drink companies.
Pizza Hut @pizzahutuk
Pizza Hut gets Facebook marketing just right as they understand how they fit into the lifestyle of their audience.
As well as making the most of posting times and jumping onto reactive content, they also provide a balance of content for different demographics. From family ideas to celebration catering for personal events, their content covers all types of purchasing decisions that affect their consumers.
Content is light-hearted and the signature red branding flows through each post in one way or another. They also encourage engagement through interactive posts and encourage people to tag them when they order so that user-generated content can be featured.
In short, Pizza Hut knows when its audience is going to want to use the brand and ensures its name and logo features are perfectly timed in their Facebook feeds.
Innocent is one of our favourite examples of a community being created on Facebook.
Their content is relatable, relevant to their target consumer, and features a heavier balance to user-generated content, which suits Facebook perfectly.
Innocent features fun aspects of the brand and integrates its brand purpose into each post thanks to its feel-good nature and positive stream of consumer engagement.
Innocent has also cleverly considered what other aspects of interest their followers will have and have effortlessly woven that into their content. With pets, gardening, healthy lifestyles, and family life mentioned in almost every post, their community offers plenty of value-add for brand consumers.
We have chosen the popular yoghurt brand, FAGE, to feature in our list, and they prove just how creative you can get with a single product.
From smoothies to evening meals, they have created a feed full of FAGE recipes that all make the most out of being tagged with popular keywords and search terms.
A clear call to action and personality through the form of gifs and memes gives this brand a friendly feel. They interestingly do not use user content, but this works in their favour as instead, they have managed to create a virtual recipe book full of on-brand images that their followers love to engage with.
Violife has created a community of like-minded individuals using brand-specific hashtags and signature vintage-style branding.
Offering followers, the chance to compare vegan and non-vegan recipes, Violife cleverly target various demographics with provoking content that does not come across as pushy.
They also use campaigns nicely throughout, with their recent #TheViolifeZodiac showcasing products well whilst encouraging engagement on wider topics.
Overall, we think the way that Violife has shared its brand ethos through quality content makes its page stand out for all the right reasons.
Last on the list of food and drink brands is the sandwich company, Subway.
Subway has understood that the purpose of its page is to be a brand store that increases awareness within consumer groups. To do this, they use a mix of clever marketing campaigns and events, including sporting activities and notable calendar dates.
A brilliant example of this is their Subway series campaign which was launched to promote their new menu. Taking inspiration from American football, they have associated each sub with a number and given it an individual narrative. All content is highly sharable and engagement friendly, also ensuring their message is translated to their entire audience.
Top Clothing brands on Facebook
44% of shoppers say they head to Facebook as one of their sources for fashion trends and industry updates. Furthermore, at least 1 in 5 people say they have purchased clothing directly from a social media platform.
With the option to create brand stores and bring products to life through new forms of content, Facebook offers plenty of opportunities for clothing brands to expand their audiences.
Having started as a self-funded brand that now has a huge following online, Hype gets aspirational content spot on.
As well as boasting a full product catalogue and shoppable images, Hype brings a signature editorial style to each of its images. This ensures that users know who the content belongs to when found via a hashtag or within a feed. Content is mostly focused on the brand and product, which provides continuity in the type of messaging that is shared.
Jack Wills @jackwills
Jack Wills is a clothing retailer targeted at 18 – 30-year-olds, which is reflected in the content themes they choose to promote on their account.
Jack Wills is seen as a more exclusive high-street retailer, which they have translated through to how they promote their brand collaborations with influencers professionally. Instead of tagging the name first or pinning more viral content, they weave these posts throughout their other content. This creates a more subliminal form of marketing that consumers tend to appreciate more.
We also like that they do not rely on hashtags for brand reach but instead promote engagement to ensure their content is seen within followers’ feeds.
Finally, their store features an overview of each product category and encourages users to shop on the brand site. This ensures that any in-app purchases can be captured, and their wider products are promoted through images and comments.
We think this page offers the younger shoppers of today the type of marketing that they are most receptive to.
BooHoo is a fast-fashion retailer whose social platforms perfectly replicate the quick-moving nature of their business and audience.
They direct their users to interact with the page clearly from the outset, with their handle and hashtags being promoted in their about section. They have also used this to integrate a question-and-answer section, which is wise for brands with smaller customer service teams.
Content is fun and reactive, just as the audience would expect it to be. They talk about anything from ice-creams to dogs offering variety and adding value for followers.
Their shop is also categorised to mimic current offers, and top celebrity collaborations are given the main focus of attention.
BooHoo also uses its website address as its social media handle, enhancing its SEO searchability.
Vans is a footwear company that is known and loved by many generations.
We have chosen this brand to feature as their storytelling is not only excellently executed but tailored to the entirety of their European audience. To do this, Vans use a mix of notable dates and events across Europe as opportunities to share information about their brand and products.
They also creatively use video, offering insight into product ranges and showing behind-the-scenes content through the use of live videos and stories.
Fabletics is a gym wear brand owned by actress Kate Hudson.
Their motto to “inspire people to live more actively” is given meaning by the empowering mix of content and advice style posts that feature throughout. They use relatable content well and combine their Instagram stories with the feed to ensure the page has a constant flow of new activity.
Wisely, they have also distinguished their sub-brands by using different Facebook pages, which means that for each account, the target audience can be targeted more directly.
Top Homeware Brands On Facebook
The rise in home influencers has also translated to Facebook, with many users taking to the platform to share their own décor and styling tips. With 3 out of 4 users looking to social media for support in making buying decisions, it is no surprise that homewares brands on Facebook have continued to increase in popularity over the past few years.
Made is an online furniture retailer that relies on social media and Google ads as its primary source of the consumer.
The homewares retailer is known for the professional quality of its website, which is translated to social media platforms. Content-wise, the imagery and videos offer a consistent flow of materials that nicely showcase new and existing products. All content also features an aspirational look and feel, which encourages users to share to their feed.
The Facebook store offers instant insights into shopping dates and trends thanks to the use of on-image icons. Products are arranged by category and boast plenty of lifestyle imagery and linked views to ensure users can envision what the products would look like in their homes.
Aside from product content, the brand also runs various competitions and polls to boost engagement and interactions on the account. Overall, they have all bases covered.
Addison Ross @addissonrosshome
Addison Ross is an example of a family-run company that has harnessed the power of social media in an impactful way. The most successful brands do not always have the most followers, which is why we wanted to highlight this company within our list.
Consistent posting using videos to enhance their store products ensures that the feed is always full of activity. This is important for smaller companies that must ensure they can compete with more prominent brands. Often consumers will look to social for insights about the company, so providing a steady stream of content enhances trust and legitimacy.
They also use video nicely to help followers get to know the brand, with behind-the-scenes snippets posted a few times a month.
Also, taking inspiration from how users post their content which usually consists of multiple images being uploaded at once, they share at least four different shots in a grid layout for each product post.
All of this has been achieved whilst still retaining the very nature that makes this business authentic and unique.
Zara Home @zarahome
Zara Home alludes to its contemporary products from the moment you click on the page.
Professional shots, concise captions, and the lack of multiple hashtags give this Facebook page the same high-end feel that the stores themselves evoke.
The use of lifestyle shots within the photo uploads and nice product shots in the store helps to give the page the feel of an editorial magazine. This encourages users to immerse themselves within the world of Zara Home and to visit the brand store for onward purchasing.
Zara Home has its page set up to be found within the interior design studio term, which also reflects the type of content they post.
The use of videos and slideshow content also showcases products in a lovely way that users are likely to want to engage with.
Woodwick is a luxury candle retailer that specialises in crackling wick products.
The very essence of their products is to create a calming space within the home full of beautiful scents and soothing sounds. This same sense is translated to their Facebook page perfectly as with just one glance; followers can understand the sense of serenity these candles offer.
Woodwick uses their images to tell a story in a way that will resonate with followers. Whether it’s a crackling candle next to a dinner party table or an uplifting scent in a freshly cleaned room, these are the themes people are likely to be already discussing on Facebook.
Their content is also full of advice and associated interior design tips, showing how content can be tailored to reach wider values and interests that extend beyond the product itself.
The way that Woodwick has managed to create its own world on Facebook is very well done and worthy of our top 20 list.
Dunelm’s Facebook page offers a light-hearted approach to product promotion through relatable and relevant content.
Dunelm as a store carries a wide array of homeware, and this essence is translated well through its Facebook account. The diverse mix of home tips and advice encourages engagement with followers.
Instead of focusing on a Facebook store, they have a full stream of content that boasts plenty of videos and gifs with straightforward click-throughs to shop the product via their brand store.
We also appreciate the way that they mix product promotion with light-hearted themes that is sure to stop users when scrolling through their Facebook feed.
How can you use Facebook to elevate your brand exposure?
Has this given you more food for thought when considering how to market your brand on Facebook?
Now known as so much more than just a networking website, Facebook offers brands the chance to create an immersive world of shopping that is cleverly aligned with SEO and brand strategy.
As well as helping you create standout content, Creative Marketing Ltd can also advise you on how strategy and brand objectives can be woven into this diverse social media platform.
Are you ready to engage with Facebook communities? As a digital marketing agency with a team of design experts to hand, we are able to weave your strategic goals into audience-engaging content. Get a free consultation by scheduling a call with Creative Marketing (NW) Ltd on 01706 495091 or contact us here.