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Facebook Lessons From Big Brands

How can your small business get better results marketing with Facebook? Try taking a lesson from the 100 biggest brands in the world. Social analytics company Simply Measured recently studied what the Interbrand Global 100 companies do when marketing with Facebook and discovered some social media tips that can work for even the smallest business.

  1. A picture is worth 1,000 words. In 2014, photos accounted for 77 percent of total engagement with brands on Facebook—so clearly, images still drive user engagement. However, brands marketing with Facebook are actually using fewer photos than they used to. In 2014, the number of posts that included photos declined to 62 percent from 75 percent in 2013.
  2. Link it. In addition to photos, more marketers are using links when marketing with Facebook. From 13 percent of all brand posts in 2013, links more than doubled, to 27 percent of brand posts in 2014, and accounted for 16 percent of total engagement. While photos are still way ahead in terms of both usage and engagement, the increasing use of links shows that marketers are “mixing it up” and not relying solely on visuals to attract social media users.
  3. Post regularly—but not too often. Moderation seems to be preferable when it comes to marketing with Facebook. The average Global 100 brand posts about 10 times a week on Facebook. Sixty-five percent of brands post an average of five times a week or more. Putting up one or two Facebook posts a day—now, that’s completely doable, even for the smallest company, right?
  4. Keep it brief. Brands are well aware that users on social media have extremely short attention spans. That’s why they generally keep their Facebook status updates between 75 and 175 characters in length. (Bonus: posts that short can easily be repurposed as tweets if your business is active on Twitter.) Just 7 percent of Facebook posts by the Global 100 have more than 300 characters.
  5. Don’t give up. Some small business owners might be tempted to write off Facebook these days, due to recent changes in its algorithm that have made it harder to reach users with organic posts. However, the study shows that the biggest brands are still loyal to Facebook—virtually every one of the Global 100 has a Facebook presence, despite the growing challenges.

Learn from the big guys, and who knows? You could be one of them someday.

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Author information

Rieva Lesonsky

Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at [email protected], follow her on Google+ and, and visit her website,, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.