Despite the creation and mass adoption of numerous new social media platforms in recent years, Facebook remains one of the most powerful tools for brands to connect with their audiences.
When you consider that over 65 million businesses now use Facebook Business Pages, and more than 1.9 billion users log into the platform on a monthly basis, it's clear that Facebook marketing should still be a high priority for all businesses.
In order to drive real engagement using Facebook, effective tactics include posting compelling visual content, optimizing your post frequency and timing, asking fans questions, hosting contests and so forth.
Ultimately, the brands who are most successful on Facebook are the ones that deliver extreme value to their audiences.
If you're looking for some inspiration to improve your Facebook marketing, check out what these six brands are doing on The Social Network.
Microsoft's Facebook Page should serve as an example for all tech companies who want to adopt a customer-centric approach to marketing.
When you spend the bulk of your time developing new technologies, it's easy to slip into the habit of discussing technical product features rather than benefits for your customers. Microsoft's marketing team understands that their customers aren't especially concerned with how the products work - they care about how the products will enhance their lives.
With a blend of vibrant visuals, entertaining content and informative how-to guides, Microsoft delivers a blitz of high value content via Facebook every day.
Whether you're a fan of Microsoft's professional or gaming products, you'll definitely find content on the brand's Facebook Page that resonates.
2. Red Bull
Red Bull's content marketing success is based on publishing amazing extreme sports content.
This tactic works because people can't get enough of watching compelling videos - in fact, video content generates 1200% more social media shares than text and images combined.
As you would expect, Red Bull's Facebook Page contains an abundance of incredible sports videos, including motorbike stunts, cliff jumping, slacklining, sailing and taekwondo.
All of the videos are incredibly well produced, feature excellent backing music and showcase amazing feats of human endurance and skill. With this in mind, it's no surprise that Red Bull's videos generate insane amounts of shares, likes and comments.
However, Red Bull's content isn't only about entertaining people - it also educates. Because most people viewing the Red Bull Facebook Page are physically active themselves, the brand also posts informative how-to guides and list posts which enable people to maximize their workouts and improve their physical condition.
In my opinion, self-awareness is one of the key elements of effective marketing. Taco Bell's marketing team definitely understands what the Taco Bell brand represents, and what it doesn't.
Taco Bell's Facebook Page promotes offers, discounts, contests and new products to a fan base that loves fast and affordable Mexican food.
For some people, the idea of a chip made from fried chicken is pretty unappetizing, but for others, they can't wait to line up and try it.
While most of Taco Bell's content is nothing out of the ordinary, the brand does an amazing job of creating a sense of camaraderie with its audience. Taco Bell responds to an enormous amount of comments left on the brand's Facebook Page - especially negative comments.
The brand also posts contests and user generated content to establish rapport with fans.
Most couples wouldn't list Taco Bell as their ideal wedding venue, but for a small passionate minority, contests like this help to create lifelong brand advocates:
As you would expect from one of the world's leading sports brands, Nike posts an abundance of awesome sports videos and images on social media - which result in huge engagement.
Intelligently, Nike has numerous Facebook Pages which pertain to specific interests. Basketball fans and skateboarders are two very different demographics, so it makes sense for there to be separate Nike Basketball and Nike Skateboarding Facebook Pages.
WIth numerous highly targeted pages, fans can receive content about the sports they're interested in while skipping out on the stuff that they don't want to see.
Having recently picked up playing soccer again after a long hiatus, I love the niche content that Nike publishes on this page.
Just as Taco Bell's content appeals to an audience who loves novelty burritos, SpaceX publishes awesome content which resonates with the company's highly intelligent, science-savvy audience.
SpaceX's posts contain lots of interesting facts, statistics and technical information which help to engage the company's target audience.
Additionally, when you have a company that generates revenue by launching rockets into space, creating compelling visual content isn't too difficult. SpaceX leverages the power of video particularly well, allowing users from around the world to tune in to live webcasts and watch rockets being launched.
6. National Geographic
For a brand that has produced some of the most awe-inspiring documentaries about the world, it should come as no surprise that powerful visuals are at the heart of National Geographic's Facebook marketing success.
National Geographic's fans are environmentally conscious and curious about nature. Thus, content about deep sea creatures, endangered species, climate change and environmental destruction receive high engagement when posted on the brand's timeline.
Beautiful landscapes and wild animals work incredibly well in a visual context, so it makes sense that National Geographic would produce so many mesmerizing images and videos for content marketing purposes.
Can you think of any other brands that are driving awesome engagement with Facebook? If so, let me know in the comments below.
Featured image: https://pixabay.com/en/users/geralt-9301/