Brands on social media - statistics & facts

Social media has become one of the most relevant marketing channels of the past few decades. All around the world, brands and companies are implementing social media strategies into their digital marketing campaigns to boost brand awareness, increase exposure, and improve sales. In addition to traffic growth and lead generation, one of the most significant benefits of using social media for marketing purposes is communication: Not only does the growing number of social network users provide marketers with the opportunity of reaching large potential audiences, but the very concept of social media also enables brands of all sizes to interact with customers and drive user engagement on a never-before-seen level.

Leading brands and publishers on social

Brands across various industries are tapping into the vast potential of social media. In the United States, some of the leading brand industries on social media include publishing, media, and entertainment, with content produced by these industries accounting for more than 70 percent of all social media actions. Looking at individual players, sports, music, and entertainment companies generate the highest number of reactions, comments, shares, and likes for owned video content on social. As a case in point, the leading U.S. brand based on user engagement is The Shade Room, an entertainment media brand focusing on celebrity news. On a global scale, Instagram and Spotify top the list of most loved brands on social media based on mentions and engagement.

Has advertising on Facebook lost its appeal?

Due to its ubiquity and immense reach, Facebook remains the leading social media platform used by marketers worldwide. Since launching in 2004, the social network has transformed the digital marketing landscape and helped drive user engagement for many of the world’s most recognizable brands. In 2020, Samsung and Coca-Cola were among the most popular brands on Facebook, with 160 million and 107 million fans, respectively. Unlike other leading social media platforms, however, Facebook did not see a growth in brand video engagement in recent years, indicating that online audiences are increasingly turning their attention to other platforms.

Social media branding on Instagram

According to a recent survey, 36 percent of U.S. social media users use Instagram to follow brands and companies, which can be explained by the platform’s appeal to younger audiences and its focus on visual content. While Facebook accounted for 23 percent of brand content interactions on social media in the United States in 2020, Instagram’s share rose to an impressive 67 percent, making it one of the most powerful channels for brand advocacy in the country. In 2019, The Shade Room was the leading U.S. brand on Instagram with close to 2.7 million likes and comments. Since then, the app has taken social media commerce to a new level by adding a shopping tab to its navigation menu. Whether this step resonates with audiences is yet to be seen.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Most popular Facebook fan page: Facebook

Most loved brand on social media: Instagram

Instagram's share of U.S. brand content interactions: 67%

Editor’s Picks Current statistics on this topic

Social Media & User-Generated Content

Facebook brand post engagement 2021, by vertical

Social Media & User-Generated Content

Twitter brand post engagement 2021, by vertical

Online Video & Entertainment

Most engaging brand video format for Facebook posts 2020-2021, by account size

Recommended statistics

User interactions

Basic Statistic U.S. user interactions with brand content on social 2020, by platform
U.S. user interactions with brand content on social 2020, by platform
Distribution of brand content interactions in the United States in 2019 and 2020, by platform
Premium Statistic U.S. publishers social media brand content and actions change 2019
U.S. publishers social media brand content and actions change 2019
Year-on-year growth of publisher content and actions on social media posts in the United States 2019, by publisher genre
Premium Statistic U.S. brand social media brand content and actions change 2019
U.S. brand social media brand content and actions change 2019
Year-on-year growth of brand content and actions on social media posts in the United States 2019, by industry
Premium Statistic U.S. users who use social media to follow brands 2020
U.S. users who use social media to follow brands 2020
Share of social media audiences in the United States who use select social networks to follow brands and companies as of 3rd quarter 2020
Basic Statistic U.S. social media activities 2019, by platform
U.S. social media activities 2019, by platform
Social media activities on select social networks by social media users in the United States in February 2019
Basic Statistic Leading U.S. media publishers on social media 2019, by video views
Leading U.S. media publishers on social media 2019, by video views
Leading media publishers of brand content in the United States in 2019, by video views (in millions)
Basic Statistic Leading U.S. brands on social media 2020, by video engagement
Leading U.S. brands on social media 2020, by video engagement
Leading brands in the United States on social media in 2020, based on user engagement on owned video content (in million actions)
Premium Statistic YoY U.S. brand video engagement growth on social 2020
YoY U.S. brand video engagement growth on social 2020
Annual U.S. brand content video video actions growth on selected social networks in 2020

Leading publishers and brands

Premium Statistic Engagement share of voice of U.S. brands 2019, by industry
Engagement share of voice of U.S. brands 2019, by industry
Leading industries of U.S. brands on social media in 2019, by share of voice
Premium Statistic Leading U.S. publishers on social media 2020, by user engagement
Leading U.S. publishers on social media 2020, by user engagement
Leading publishers in the United States on social media in 2020, based on user engagement (in million actions)
Basic Statistic Leading U.S. brands on social media 2020, by video engagement
Leading U.S. brands on social media 2020, by video engagement
Leading brands in the United States on social media in 2020, based on user engagement on owned video content (in million actions)
Premium Statistic Leading consumer electronics brands on social media in the U.S. 2019, by actions
Leading consumer electronics brands on social media in the U.S. 2019, by actions
Leading consumer electronics brands in the United States on social media in 2019, by user engagement (in million actions)
Basic Statistic Leading retail brands on social media in the U.S. 2020, by actions
Leading retail brands on social media in the U.S. 2020, by actions
Leading retail brands in the United States on social media in 2020, by user engagement (in million actions)
Basic Statistic Leading sports media companies on social media in the U.S. 2020, by actions
Leading sports media companies on social media in the U.S. 2020, by actions
Leading sports media companies in the United States on social media in 2020, by user engagement (in million actions)
Premium Statistic Leading automotive brands on social media in the U.S. 2020, by actions
Leading automotive brands on social media in the U.S. 2020, by actions
Leading automotive brands in the United States on social media in 2020, by user engagement (in million actions)
Premium Statistic Leading travel & leisure brands on social media in the U.S. 2019, by actions
Leading travel & leisure brands on social media in the U.S. 2019, by actions
Leading travel & leisure brands in the United States on social media in 2019, by user engagement (in million actions)
Premium Statistic Leading restaurant brands on social media in the U.S. 2019, by actions
Leading restaurant brands on social media in the U.S. 2019, by actions
Leading restaurant brands in the United States on social media in 2019, by user engagement (in million actions)
Premium Statistic Leading beauty brands on social media in the U.S. 2020, by actions
Leading beauty brands on social media in the U.S. 2020, by actions
Leading consumer beauty brands in the United States on social media in 2020, by user engagement (in million actions)
Basic Statistic Leading media publishing companies on social media in the U.S. 2020, by actions
Leading media publishing companies on social media in the U.S. 2020, by actions
Leading media publishing companies in the United States on social media in 2020, by user engagement (in billion actions)
Premium Statistic Leading U.S. celebrities on social media 2019, by cross-platform actions
Leading U.S. celebrities on social media 2019, by cross-platform actions
Leading celebrities in the United States on social media in 2019, based on total cross-platform actions (in millions)
Premium Statistic Distribution of social media actions for U.S. retail brands 2019, by vertical
Distribution of social media actions for U.S. retail brands 2019, by vertical
Distribution of social media actions for retails brands in the United States from January to November 2019, by category

Brand sentiment

Premium Statistic Top brands on social media worldwide 2019-2020, by social rank
Top brands on social media worldwide 2019-2020, by social rank
Most loved brands on social media in H2 2019 and H1 2020, by social rank
Basic Statistic Leading U.S. brand buzz on social media 2019
Leading U.S. brand buzz on social media 2019
Most popular brands based on social media buzz in the United States in 2019 (index score)
Basic Statistic Leading U.S. apparel and footwear brand buzz on social media 2019
Leading U.S. apparel and footwear brand buzz on social media 2019
Most popular apparel and footwear brands based on social media buzz in the United States in 2019 (index score)
Basic Statistic Leading U.S. consumer electronics brand buzz on social media 2019
Leading U.S. consumer electronics brand buzz on social media 2019
Most popular consumer electronics brands based on social media buzz in the United States in 2019 (index score)
Basic Statistic Leading U.S. retail clothing brand buzz on social media 2019
Leading U.S. retail clothing brand buzz on social media 2019
Most popular retail clothing brands based on social media buzz in the United States in 2019 (index score)
Basic Statistic Leading U.S. hair and skin care brand buzz on social media 2019
Leading U.S. hair and skin care brand buzz on social media 2019
Most popular hair care and skin care brands based on social media buzz in the United States in 2019 (index score)

Facebook

Premium Statistic Leading U.S. brands on Facebook 2020, by user engagement
Leading U.S. brands on Facebook 2020, by user engagement
Leading brands in the United States on Facebook in 2020, based on user engagement (in million actions)
Premium Statistic Facebook user engagement of leading publishers 2022
Facebook user engagement of leading publishers 2022
Leading publishers on Facebook as of January 2022, by total number of interactions (in millions)
Basic Statistic Most popular Facebook fan pages 2022
Most popular Facebook fan pages 2022
Most popular Facebook fan pages as of January 2023, based on number of fans (in millions)
Premium Statistic Fan growth of the fastest-growing brands on Facebook 2021
Fan growth of the fastest-growing brands on Facebook 2021
Fastest-growing global brands on Facebook as of March 2021, by monthly Facebook fan growth
Basic Statistic Most popular product brands on Facebook 2020
Most popular product brands on Facebook 2020
Product brands with the most Facebook fans as of June 2020 (in millions)
Basic Statistic Facebook: number of followers of popular beauty brands 2021
Facebook: number of followers of popular beauty brands 2021
Leading beauty brands with the most followers on Facebook as of March 2021 (in millions)
Basic Statistic Facebook: number of fans of popular fashion brands 2021
Facebook: number of fans of popular fashion brands 2021
Leading fashion brands with the most Facebook fans as of March 2021 (in millions)
Basic Statistic Average weekly Facebook brand posts 2021, by vertical
Average weekly Facebook brand posts 2021, by vertical
Average number of weekly brand posts on Facebook in 2021, by vertical
Premium Statistic Facebook brand post engagement 2021, by vertical
Facebook brand post engagement 2021, by vertical
Average engagement rate with brand posts on Facebook in 2021, by vertical
Premium Statistic Leading Facebook posts by brands in the U.S. 2020, by engagement
Leading Facebook posts by brands in the U.S. 2020, by engagement
Most popular Facebook posts by brands in the United States in 2020, by user engagement (in millions)
Basic Statistic Most popular Facebook videos published in 2019, by number of views
Most popular Facebook videos published in 2019, by number of views
Most popular Facebook videos published in 2019, based on number of views (in millions)
Basic Statistic Most engaging brand video format for Facebook posts 2020-2021, by account size
Most engaging brand video format for Facebook posts 2020-2021, by account size
Most engaging brand video post format on Facebook worldwide from May 2020 to May 2021, by account size

Twitter

Basic Statistic Leading U.S. brands on Twitter 2020, by user engagement
Leading U.S. brands on Twitter 2020, by user engagement
Leading brands in the United States on Twitter in 2020, based on user engagement (in million actions)
Basic Statistic Most visible brands on Twitter worldwide 2019
Most visible brands on Twitter worldwide 2019
Most pictured brands on Twitter worldwide between September 2018 to February 2019
Premium Statistic Most-followed magazine brands on Twitter 2019
Most-followed magazine brands on Twitter 2019
Leading magazine brands on Twitter as of September 2019, by followers (in millions)
Basic Statistic Average daily Twitter brand posts 2017-2019
Average daily Twitter brand posts 2017-2019
Average number of daily brand posts on Twitter from 2017 to 2019
Basic Statistic Average weekly Twitter brand posts 2021, by vertical
Average weekly Twitter brand posts 2021, by vertical
Average number of weekly brand posts on Twitter in 2021, by vertical
Premium Statistic Twitter brand post engagement 2021, by vertical
Twitter brand post engagement 2021, by vertical
Average engagement rate with brand posts on Twitter in 2021, by vertical
Premium Statistic Global Twitter mentions of leading brands 2019, by type
Global Twitter mentions of leading brands 2019, by type
Distribution of Twitter mentions of leading brands as of March 2019, by type

Instagram

Premium Statistic Leading U.S. brands on Instagram 2020, by user engagement
Leading U.S. brands on Instagram 2020, by user engagement
Leading brands in the United States on Instagram in 2020, based on user engagement (in million actions)
Basic Statistic Instagram: most-followed beauty brands 2022
Instagram: most-followed beauty brands 2022
Leading beauty brands ranked by number of Instagram followers as of March 2022 (in millions)
Premium Statistic Most-followed magazine brands on Instagram 2019
Most-followed magazine brands on Instagram 2019
Leading magazine brands on Instagram as of September 2019, by followers (in millions)
Premium Statistic Instagram: share of video and image posts 2019
Instagram: share of video and image posts 2019
Distribution of posts on Instagram as of June 2019, by type
Premium Statistic Instagram brand post engagement 2021, by vertical
Instagram brand post engagement 2021, by vertical
Average engagement rate with brand posts on Instagram in 2021, by vertical
Basic Statistic Average weekly Instagram brand posts 2021, by vertical
Average weekly Instagram brand posts 2021, by vertical
Average number of weekly brand posts on Instagram in 2021, by vertical
Premium Statistic Instagram post engagement rate 2017-2020, by post type
Instagram post engagement rate 2017-2020, by post type
Engagement rate of Instagram posts between January 2017 and July 2020, by post type

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