Facebook: Top 20 Snack Brands pt 1



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Facebook SnacksThere are some massive brand presences on Facebook, especially in the CPG snack category. People love connecting with their favorite brands on Facebook, and snack foods can be some of the nearest and dearest to our hearts. Therefore, brands need to make sure that their fans love interacting with our Page as much as they love unwrapping a pack of M&Ms. Let’s take a look at the first 10 of those top brand pages to see if we can connect the dots to find causes and conditions for their success in the social space. In this post, we’ll identify several key takeaways for you to put into practice on your pages.

Without further adieu, here are the top 20 snack brands on Facebook, based on community size (data collected on 4/4/11):

  1. Oreo – 18.9 million
  2. Skittles – 16.3
  3. Pringles – 12.6
  4. Nutella – 9.6
  5. Starburst – 8.4
  6. Reese’s – 6.9
  7. 5 Gum – 4.6
  8. Kit Kat – 3.5
  9. Lay’s – 2.5
  10. M&M’s – 2.1
  11. Hershey’s – 2.0
  12. Life Savers Gummies – 1.8
  13. Snickers – 1.8
  14. Trident Chewing Gum – 1.8
  15. Cadbury Creme Egg – 1.7
  16. Sour Patch Kids – 1.7
  17. Twix – 1.6
  18. Doritos – 1.6
  19. Cheez-It – 1.6
  20. Tic Tac – 1.6

Looking at those top five pages, a few things grab my attention immediately. Oreo has an awesome splash page (quite literally) that captures me with the creative execution and the simple call to action of “Click Like Above!” Skittles and Starburst also have custom splash creative; Skittles has its Friend the Rainbow media hub featuring video shorts and TV spots, and Starburst lands us on their Unplugged Contradictions Track player. Additionally, both Oreo and Skittles feature a “fan of the week” in their profile photo – they simply choose from photos that users have uploaded to the page each week. This extra layer of community engagement makes their Page stick out of the crowd.

Rounding out our top five, both Pringles and Nutella land us on the Wall, but with two distinct differences. For one, Pringles has very clearly selected it’s photo rail, all identical in theme and red contrasting background, and the rail POPS! Nutella doesn’t seem to be very selective with its rail photos, which makes it look, as a result, a bit disjointed. Secondly, while neither page allows non-fan users to post to the Wall, Nutella has blocked this functionality for fans as well, although fans can still comment on brand posts. It seems, for this brand, not allowing fans to post on the Wall is neither a cause, nor a conditional for its success – the product is a global (with distribution in over 75 countries) and cultural phenomenon, and has ballooned to nearly 10 million fans seemingly despite their engagement strategy.

That said, Nutella does have a very diverse and creative Wall posting strategy that gets the very most from its users. A combination of word games, fill-in-the-blanks, Questions, and cultural commentary result in the highest average of post comments of any page in the top five, with 1,524.2 measured over the most recent five brand posts, and – more tellingly – the highest engagement per post of any page (comments divided by fan-base) at 0.0137%, measured over the most recent five brand posts. The second highest engagement per post of the top five pages? Pringles, at 0.0103%. It would seem (in a limited, but powerful sample set) that there may be a relationship – related, not necessarily causal – between gating user interaction on the Wall to some degree and higher engagement with the brand’s posts.

Take Away: Capture your visitor right away. This can be accomplished either by having them land on a custom tab with stimulating creative or by making the Wall a destination for immediate engagement.

In the next set of five pages, we can see right away that Reese’s, Kit Kat, and M&M’s all have landing tabs; Reese’s is an educational piece about a new product, Kit Kat shows us a directory of their global Pages, and M&M’s simply asks us to like the Page. Three different tactics, three different objectives: Reese’s is looking for new product awareness, while Kit Kat wants to expand its owned media to include the family of Pages around the world, and M&M’s is looking to acquire owned media on it’s USA Page.

While all Pages – except Lay’s – have custom tabs, the objectives behind some of them seem to be foggy. Reese’s has a tab called REESE’S Home, which asks you to become a fan in order to gain access to awesome apps, product news, videos etc., but when you click Like, the only creative refresh then directs you to the website and to YouTube. While this is tied directly to an objective (acquisition), its execution is shallow and leads the user out of Facebook to another web property.

M&M’s has two relatively rich experiences with clear objectives. One, M&M’S Pretzel let’s you search for and add stores that sell M&M’s Pretzel in a map interface, which allows for increased awareness in a limited-release product. The other, Wall Candy, allows you to create personalized M&M’s (although it’s a bit clunky), share them on friends’ walls, and takes you directly into a shopping experience on the webstore.

Kit Kat has seven custom tabs live, which may fracture the user experience, and two are near-identical quizzes, which may quickly result in engagement exhaustion. You want to design the overarching userflow of your Page the same way you would design the user flow of a large-scale custom experience – with a social action funnel.

Another common element to four of the five Pages is the presence of some form of terms & conditions. Reese’s and Kit Kat have separate custom tabs that explicitly state what can and can’t be posted on the Page, while M&M’s clearly states their “dos” and “don’ts” on the Info tab; these three have almost no spam in their Photos section. 5 Gum has an unformatted and jargon-filled terms & conditions on the Info tab under the Products section, and Lay’s has no Page rules anywhere; no surprise that these two Pages have a large amount of spam in their Photos tab. This is not to say that, unwaveringly, if you have a clear “house rules” or “terms” section, that users will read it and abide by it. These results, from a small but powerful sample set, simply show that certain brands put an emphasis on Page content, and are clearly monitoring and curating user-generated content.

Take Aways: Ensure that your custom experiences are clearly defined and tie directly back to a business objective in social (i.e. acquisition, engagement, awareness, etc.). Also, set the tone for your Page, and create a set of guidelines for users to follow – then remove content that isn’t up to your brand’s standards.

Stay tuned for brands 11-20 next week…

Did we miss one of your top 20 snack brands? Let us know in the comments!

Jed Singer is a contributor for the Social Media Week Global Editorial Team based in New York City, and is an Engagement Associate at Stuzo | Dachis Group.

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