Statistics on Facebook Pages

Inside Facebook Pages

November 2009
By Sysomos Inc.

→ Also Read Full Report on All Twitter Users

In 2007, Facebook introduced a new feature called “Facebook Pages”, which are user profiles for brands (companies, organizations, and celebrities). Facebook Pages have the look and feel of personal pages but offer additional features such as the ability to quickly send messages to thousands of fans.

Sysomos analyzed nearly 600,000 Facebook Pages to investigate usage patterns. This is the first large-scale study of Facebook Pages, reporting on different aspects of pages including popularity, amount of content posted, number of fans, and categories.

The highlights include:

  • Michael Jackson is the most popular page on Facebook, with 10 million fans; he is followed by actor Vin Diesel (7 million) and U.S. president Barack Obama (6.9 million).
  • On average, a Facebook Page has 4,596 fans.
  • Four percent of pages have more than 10,000 fans, 0.76% of pages have more than 100,000 fans, and 0.05% of pages (or 297 in total) have more than a million fans.
  • Pages with more than one million fans have nearly three times as much owner-generated content as the average Facebook page. (Where “owner-generated content” means things like photos, videos, and links posted by the page’s administrators.)
  • Pages with more than one million fans have nearly 60 times as much fan-generated content (photos, videos) as the average Facebook page.
  • On an average Facebook Page, the administrators create one wall post every 15.7 days. Among pages with more than one million fans, one wall post is created for every 16.1 days. This suggests that wall post frequency does not correlate with a page’s popularity.
  • Overall, the most popular “category” for Facebook pages is “non-profits”, while “celebrities”, “music”, and “products” are the most popular categories among pages with more than one million fans.

Page Popularity

The Top 5 Most Popular Facebook Pages

Highlights:

  • Michael Jackson is the most popular entity on Facebook, with two pages in the top 10, totalling more than fourteen million fans.
  • Barack Obama is by far the most popular politician on Facebook, with nearly ten times as many fans as his nearest peer, Sarah Palin.
  • The average Facebook page that Sysomos analyzed has 4,596 fans. The median page has 218 fans (i.e. 50% of the pages have fewer than 218 fans).
Page# fans
Michael Jackson10,404,798
Vin Diesel7,042,550
Barack Obama6,940,236
Facebook5,802,170
Megan Fox5,115,909
Source: sysomos.com

Page Popularity Distribution

The following graphs show the cumulative popularity distribution for the nearly 600,000 Facebook Pages we analyzed. The facts:

  • 95% of pages have more than 10 fans
  • 65% of pages have more than 100 fans
  • 23% of pages have more than 1,000 fans
  • 4% of pages have more than 10,000 fans
  • 0.76% of pages have more than 100,000 fans
  • 0.047% of pages have more than one million fans (297 in total).
Page Popularity Distribution graph

Popularity graph (top pages)

Facebook Page Categories

About Facebook’s Categorization System

When creating a Facebook Page, there are a variety of categories that can be selected. These include broad categories such as “local”, “brand”, “product”, “organization”, “artist”, “band”, or “public figure”. All of the available categories can be classified as “proper nouns” such as businesses, organizations, entities, and persons.

However, many of the most popular Facebook pages are dedicated to abstract nouns like “The Beach” and “Pizza”, and at least nine of the 297 most popular pages (those having at least one million fans) are dedicated to sleeping. It seems that users do not become fans of these pages to network with other sleep enthusiasts. Instead, they are used to publicly “tag” interests and preferences. It appears that Facebook did not design their category system with this in mind, and as a consequence many pages are mis-categorized.

Category Distribution

Facebook pages are evenly distributed amongst the categories. A notable exception is “government officials”, which has only 2,000 pages. Since so many Facebook pages are mis-categorized, these numbers do not necessarily reflect an accurate picture of category distribution.

Category distribution chart

Category Distribution Among Top Pages (over one million fans)

Given the high number of mis-categorized pages, we wanted to get a better idea of how the most popular pages break down by category. We examined the 297 most popular Facebook pages (those having at least one million fans) and then manually re-categorized them. The pages that did not reflect proper nouns (e.g. “Nights Out With Friends”) were moved into the “OTHER” category.

As you can see, a large swath of the most popular pages (39%) fall into the “Other” classification. Once this noise is removed, it becomes easier to see that most of the popular pages are for musicians/bands, celebrities, products, television shows, and films.


Category distribution chart for top pages, sanitized

Top Pages per Category

Category “Websites”

Page# fans
Big Prize Giveways2,093,425
CHOCOLATE!1,808,643
I Use My Cell Phone To See In The Dark1,375,290
FML1,220,382
Prayer1,219,062
Source: sysomos.com

Category “Stores”

Page# fans
I ♥ SLEEP4,598,779
Will Smith4,556,348
I don’t sleep enough because I stay up late for no reason3,556,464
The Beach3,283,539
Finding Money In Your Pocket3,200,136
Source: sysomos.com

Category “Music”

Page# fans
Michael Jackson10,404,793
R.I.P Michael Jackson (We Miss You)4,681,105
Lady Gaga4,389,307
Linkin Park3,439,751
Rihanna2,970,938
Source: sysomos.com

Category “Organizations”

Page# fans
Yelling at inanimate objects2,051,417
I Love Jesus1,483,408
No Homework1,410,441
“No profe usted dijo que eso no era para hoy”1,389,931
dormir con el sonido de la lluvia!!!1,288,698
Source: sysomos.com

Category “Films”

Page# fans
Disney2,376,973
The Hangover1,887,573
Titanic1,797,794
American Pie1,656,012
Batman: The Dark Knight1,609,185
Source: sysomos.com

Category “Services”

Page# fans
Massages3,135,810
Flipping the Pillow Over to Get to the Cold Side2,925,575
Summer!2,607,095
Tattoo & Piercing2,589,807
dormir2,074,708
Source: sysomos.com

Category “Celebrities”

Page# fans
Vin Diesel7,044,721
Megan Fox5,115,936
Dr. House4,467,909
Adam Sandler3,707,586
Selena Gomez3,243,961
Source: sysomos.com

Category “TV Shows”

Page# fans
South Park3,087,309
House2,518,556
Family Guy2,254,705
Grey’s Anatomy2,127,630
FRIENDS (TV Show)2,093,845
Source: sysomos.com

Category “Products”

Page# fans
Facebook5,802,259
Starbucks5,113,068
Pizza4,593,121
I need a vacation!!!4,354,306
Twilight4,321,632
Source: sysomos.com

Category “Non-Profits”

Page# fans
Music1,975,352
I Love my Family1,721,015
I’ll do it in a minute1,457,287
SUPPORT OUR TROOPS1,331,581
I Love My Friends1,230,638
Source: sysomos.com

Category “Government Officials”

Page# fans
Jeremy Clarkson for Prime Minister388,029
Montreal33,378
I HATE POWER CUTS19,101
General Sarath Fonseka14,537
alica, alicate ; mertio, mertiolate !13,904
Source: sysomos.com

Category “Sports Teams”

Page# fans
Galatasaray2,229,605
Fenerbahçe1,765,546
New York Yankees1,104,329
Manchester United980,315
Beşiktaş762,754
Source: sysomos.com

Category “Bars and Clubs”

Page# fans
Summer Break!1,167,984
Nights Out With Friends1,130,058
Odio cuando estoy durmiendo, suena el telefono y me dicen “TE DESPERTE?”852,609
Recien es lunes y ya quiero que sea viernes833,994
MOLLIAMO TUTTO E ANDIAMO A VIVERE A BORA BORA780,114
Source: sysomos.com

Category “Games”

Page# fans
Texas Hold’em Poker4,669,830
Pet Society1,291,315
Uno1,259,393
Guitar Hero1,094,337
Los besos no se piden, se dan…926,195
Source: sysomos.com

Category “Restaurants”

Page# fans
Dippin’ Dots898,722
Etre seul avec son/sa chéri(e)440,793
In-N-Out417,190
Domino’s Pizza323,856
Subway321,396
Source: sysomos.com

Category “Places”

Page# fans
I hate stupid people2,668,664
Roller Coasters1,445,237
la playa de noche1,294,010
Roller Coasters1,150,238
Disneyland978,201
Source: sysomos.com

Category “Politicians”

Page# fans
Barack Obama6,940,287
Sarah Palin1,071,214
Michelle Obama597,111
M.K. ATATÜRK555,449
John McCain513,839
Source: sysomos.com

Content on Pages

Content on Facebook Pages falls into two broad categories: creator-generated (written by the page owner or administrator, includes “wall posts”, “videos”, “links”, etc.), and fan-generated (wall posts, fan photos, and fan videos).

Highlights

  • For the average Facebook Page, one wall post is created (by the page’s administrators) every 15.7 days. Among pages with more than one million fans, one wall post is created for every 16.1 days. This suggests that wall post frequency does not relate to a page’s popularity.
  • The average page has 26.8 pieces of non-stream owner-generated content (photo albums, videos, links, notes, and favourite pages). Among pages with more than one million fans, the average page had 70.4 pieces of owner-generated content.
  • A page has 9.5 pieces of fan-generated content (photos and videos) on average. Among pages with more than one million fans, the average page has 586.9 pieces of fan-generated content.

Creator content by popularity

Creator content by popularity

# fansavg. # of creator content items
1–51.9
5–101.9
10–205.2
20–4011.2
40–8012.5
80–16013.1
160–32015.7
320–64014.8
640–120016.1
1200–240020.5
2400–480018.6
4800–960017.4
9600–1900028.0
19000–3800025.3
38000–7600029.6
76000–15000075.0
150000–30000041.5
300000–60000043.1
600000–120000043.6
1200000–240000075.7
2400000–480000026.3
4800000–960000051.0
Source: sysomos.com


Fan content by popularity

Fan content by popularity

# fansavg. # of fan content items
1–50.1
5–100.2
10–200.4
20–401.0
40–801.6
80–1602.1
160–3203.0
320–6404.8
640–12007.7
1200–240012.8
2400–480022.8
4800–960039.9
9600–1900055.2
19000–3800078.5
38000–7600099.1
76000–150000139.0
150000–300000164.8
300000–600000209.1
600000–1200000277.9
1200000–2400000505.0
2400000–4800000699.6
4800000–96000001434.5
Source: sysomos.com


Wall post frequency by popularity

Wall post frequency by popularity

# fansavg. days between posts
1–512.4
5–1015.6
10–2017.0
20–4016.8
40–8016.3
80–16015.1
160–32014.0
320–64014.8
640–120015.8
1200–240015.6
2400–480016.4
4800–960018.1
9600–1900019.7
19000–3800019.9
38000–7600019.8
76000–15000019.1
150000–30000020.0
300000–60000018.7
600000–120000024.1
1200000–240000015.8
2400000–480000013.0
4800000–96000003.5
Source: sysomos.com


Friended pages by popularity

Links by popularity

Notes by popularity

Videos posted by popularity

Conclusions

While Facebook Pages have emerged as a popular marketing vehicle for many companies, the landscape appears to be dominated by those focused on pop culture — music, celebrities, television shows, and films. Of the nearly 600,000 Facebook Pages examined by Sysomos, only 297 (or 0.05%) have more than one million fans. Facebook Pages with more than one million fans generate significantly more content than the average Facebook page: three times more content created by owners/administrators, and 70 times more content created by fans themselves. While “Wall posts” can attract a lot of attention, there does not appear to be a significant correlation between the number of Wall posts and the popularity of a page — an active wall doesn’t necessarily imply a popular page.



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