According to influencers in the United States, Facebook, Instagram and Twitter are the best social media platforms for influence marketing. Due to its ubiquity and immense reach, Facebook has proven ideal for the online positioning of brands. Some of the most popular Facebook fan pages feature popular artists, athletes, sports teams and other media figures. Facebook for Every Phone leads the ranking in regards to fan count. Coca-Cola ranked among the leading product brands with just over 100 million Facebook fans. Other popular product brands include Red Bull, Microsoft Windows, Nike Football, and Oreo. National Geographic is the leading magazine brand on Facebook, while Converse leads the ranking of apparel brand on the platform.
Photos are, by far, the most popular type of content posted by brands on Facebook. Indeed, visually-oriented content and visual-driven social networks, such as Instagram, have been gaining space amongst brands. Instagram has proven especially beneficial for brands in the auto, fashion and beauty industries. All major global auto brands have an Instagram account, whereas nearly all fashion and beauty brands are active on the platform. Nike is the most popular brand on Instagram, and the third most popular retailer on Twitter. National Geographic is the second most followed brand on Instagram; Victoria’s Secret takes the third place. The lingerie, womenswear and beauty brand is also the second most popular apparel brand on Twitter. Image posts are still dominant on Instagram, accounting for just over 84 percent of all Instagram brand posts.