With more than three billion monthly active users, Facebook is the largest social media platform in the world. It is a sizable community – over one-third of the global population – for people to connect, share ideas, and engage with content.
Many brands have already found success navigating Facebook and driving social media engagement with its significant audience base. The success of other brands can offer a fascinating glimpse into the interests and trends of Facebook users, and what matters to them.
In this article, we’ve listed the most popular Facebook pages in the U.S. by category — specifically Likes, Comments, and Shares — along with brands that gained the most fans and saw the fastest increase in fans in the last year.
Let’s unlock the secrets of social media success by discovering how the top-performing Facebook pages like Netflix have cracked the code, and take away some lessons that could help make your brand’s Facebook strategy a success this year.
Brands with the most likes on Facebook
For a few years now, Netflix has held the spot for the most like reactions on Facebook. With over 100 million followers on the social platform, the page has established a massive following, connecting with audiences all over the world. From exclusive trailers to behind-the-scenes footage and interactive posts, Netflix has mastered the art of creating content that not only entertains but also creates a sense of community among its fans. This ultimately builds excitement and anticipation around their platform, keeping their followers engaged.
Large brands, such as Netflix, effectively increase their like count on their Facebook pages by staying on top of trends and customer preferences. They leverage data analytics to pinpoint popular content and continuously monitor social media for emerging topics and viral moments. Innovative marketing strategies paired with relatable and timely content can help brands foster a loyal community, and elicit positive reactions on their social platforms.
Brands with the most comments on Facebook
Taking a look at the Facebook profiles with the highest comment count, Netflix again holds the No. 1 spot, but let's take a look at FanDuel, which also has a high comment count, coming in second.
The rise of online gambling nationally in the United States has created an opportunity for online platforms like FanDuel to quickly grow their audience. The sports betting industry manages a flood of content around live sporting events, customer care, and even breaking news.
FanDuel rides this wave through more than one million likes and 1.3 million followers by posting activity around the sports calendar and sharing topical content that fuels its very passionate audience. Tempers flare when “sure-thing bets” lose, and users celebrate together during live moments within games, meaning the sports calendar becomes FanDuel’s social calendar. All of this is the ideal mix to create high engagement and comments on a Facebook page like FanDuel has done this past year.
Brands with the most shares on Facebook
Again, Netflix leads in this category for the most shares on Facebook, followed by Cute n’Country, a page dedicated to the country lifestyle with quotes, questions for followers, and a publishing model focused on speaking directly to its audience.
While your brand doesn’t necessarily have the same themes or vibes as pages like Cute n’Country and last year’s No. 2 A Mighty Girl, it’s fair to say that understanding your Facebook followers and focusing engagement on topical content works wonders for performance.
If you expect to generate comments and shares, your page must fully understand your audience and definite content types that apply to it, and then share formats that are worth engagement, comments, or shares.
Brands with the biggest fan growth on Facebook
This chart doesn’t necessarily focus on what brands are currently dominating Facebook pages, but more so showcases which brands have seen the biggest boost in followers over the last year.
Coming in at number one, UFC Fight Pass succeeds due to a constant flow of engaging video content that highlights exciting moments from 200-plus events hosted by the product’s parent company. The sports league, UFC, has its own successful channel with more than 29 million likes and 44 million followers, but the brand smartly identified the potential around a product-specific page.
The lesson here is that your brand’s approach to Facebook shouldn’t be limited to just considering a company page with broad messaging. There’s value and creativity in nurturing an audience and community around one theme or product. UFC Fight Pass’s rapid growth in 2023 shows what is possible when those align.
Brands with the fastest fan growth on Facebook
The fastest growth in fans provides insight into how smaller brands can increase their fan base exponentially in a short amount of time.
Odd Sox significantly grew its followers in 2023 by tapping into a single product with sizable potential for expression on social media. The sock producer sells its variety of themed clothing with videos that engage normal people through trivia, new style launches, and video content that is tailored to engagement, reaction, and shares. The brand deploys Reels more than static images, but it keeps all visual content engaging and interesting for its audience.
This is why connection is the key for a Facebook page to grow. It may not fit what your brand is doing on other platforms – or it could fit perfectly – but the key is to find what connects for the audience you have on Facebook.
Coming in at No. 10, PPG consistently posts the same types of content between channels like Facebook and X/Twitter, while No. 5 Breeo, a smokeless fire pit brand, posts fairly consistently the same content on Facebook and Instagram, while altering schedule and content types on X/Twitter.
This distinction can come down to the audience you have on Facebook or simple efficiency in publishing. Whatever your brand does, it must work to consistently connect with your followers, or you won’t see this type of growth.
In today's digital age, having a strong Facebook presence remains crucial for businesses looking to thrive in this market. However, simply having a Facebook page isn’t enough. A strong social media marketing strategy that focuses on creating engaging content, building relationships with customers, and leveraging the power of social media can help boost your brand and increase your following on the platform.
So, don't miss out on the opportunity to connect with your audience and stand out from the competition.
Editor's note: While Emplifi has one the biggest samples of social media pages in the industry, only brands included in Emplifi's database were included in our rankings.