There are a lot of metrics that can be used for benchmarks in social media. And while most experts would justifiably hold engagement or post-impression metrics as more indicative a program’s success, building a sizable fan base does offer good benefits.

(You can download a PDF of the report here)

Fans are more likely to be brand advocates, and thus in a position to influence those around them positively towards the brand. Additionally, they can be targeted cost-effectively with paid  messages on Facebook.

And when it comes to comparing yourself to other brands or industries, fan data can’t be retroactively researched the way other metrics can be. So there isn’t easy access to the data points we’re presenting in this report.

That said, each industry leaderboard in the report presents a range of major KPIs. Totals for 2017 for total fans, posting volume, engagement and engagement rates are included.

Here are some highlights

  • 13 of 58 Facebook pages in this report lost fans in 2017. That’s 22% of the pages.
  • Only 1 of the 7 industries we analyzed had negative average fan growth.
  • Tourism had a significantly larger average fan growth rate than the other six industries.  Tourism’s average fan rate growth is 22.19% compared to the overall average of 6.86% of all seven industries.
  • Our previous report on social media fan growth in February 2016 showed earlier indication of this drop in fan count trend.
  • Our February 2015 report on social network fan growth shows a much more positive fan growth rate for Facebook for virtually all industries.
  • Facebook is still experiencing user growth.
  • The number of brand pages with dropping fan counts could be something Facebook noticed, and sensing fans were seeing too much of brands and their content, scaled back the Facebook brand page impressions fans will see, as they recently announced.

Industries

This report will help you understand how fan growth compares across different brands and different industries. To give you a better idea of how robustly your Facebook community is growing, and what your expectations should be.

As you’ll see in the data, while Facebook may still be adding new users every day, it’s not growing at the pace it was several years ago.

In fact, this report reveals that in the soft drinks industry, a category with some of the largest brand pages on Facebook, more of the brands we analyzed lost fans last year than gained fans.

Here’s a breakout by category of which industries are gaining or losing fans as a collective average.

2017 annual facebook report-industries

Brands by Category

Below is a list of all the brands in this report, by category, and ranked by category and brand with highest percent of fan increase for 2017.

Tourism
Texas State Board of Tourism
Visit Florida
Visit Colorado
Visit California
Explore Georgia
Pure Michigan
I Love New York
Hawaii

Hospitals
Akron Children’s Hospital
Cook Children’s
Children’s Hospital of Pittsburgh
UH Rainbow Hospital
Children’s Hospital of Philadelphia
Nationwide Children’s Hospital
St Jude’s Children’s Research Hospital
Dayton Children’s Hospital
Boston Children’s Hospital

Consumer Electronics
Visio
Pioneer
Bose
Canon
Philips
HP
Sony
GoPro
Panasonic
Nokia
Samsung US

Luxury Fashion
Channel
Louis Vuitton
Versace
Calvin Klein
Marc Jacobs
Gucci
Dior
Giorgio Armani
Burberry
Dolce & Garbanna

Pet Food
Wellness Natural
Purina One
Natural Balance
Eukanuba
Iams
Beggin’
Pedigree
Alpo

Snack Foods
Butterfinger
Reese’s
Starburst
Skittles
Snickers
Twix

Soft Drinks
Pepsi
Mountain Dew
Sprite
Coca-Cola
Dr Pepper

This report can be viewed online, or downloaded as a PDF here.