With more than 1.65 billion monthly active users, Facebook is a major player in the world of social networking. Businesses looking to market using Facebook have one major tool at their disposal: the Facebook Page.
Facebook Pages were specifically engineered for businesses. They provide a public home on Facebook for a business, and they allow businesses to publish content and receive comments and feedback from fans and customers.
Facebook Pages are a simple tool, but they allow for many interesting business opportunities. There are some companies out there who really take advantage of the cool stuff you can do on a Facebook business Page to connect, engage with, and delight fans, as well as drive traffic to specific parts of their website.
So we combed through the web to find 16 Pages to inspire your own Facebook marketing. Put simply, these pages are awesome.
16 Great Facebook Business Page Examples You Have to See
1) L.L. Bean
Here's an example of a Facebook Page that focuses on the customer. The content they post is interesting and super relevant for their target audience: cool photos, videos, and tips for outdoor adventurers. They also include tabs dedicated to their events, open job opportunities, and to each of their most recent grand openings.
Travel agency Intrepid Travel has put together a great Facebook Page -- complete with a special tab that shows trip and tour reviews, and one that lets users search and book trips without having to leave their Facebook Page. Talk about a great user experience.
They also consistently post compelling videos that'll have you itching to pack a bag and hit the road. Check out this food tour of China they recently posted to give potential tourists the nudge they need to book an adventure:
Threadless has tons of great images on their Page. Most notably, their cover photo features different T-shirt designs, which they always credit to the designer in the top right-hand corner of the photo and change fairly regularly. They also carry over important functionality from their website, allowing users to vote for T-shirt designs and enter design contests.
All in all, Threadless does a great job of creating a fantastic user experience that doesn't require the user to leave Facebook. Plus, they have a badge in their "About" section signifying that they respond to inquiries quickly -- which is great for showing fans and followers that they're listening.
The folks at Nutella have the unique challenge of having to find an infinite number of ways to feature a single product so their social media content stays fresh and interesting. The key to their success? A wide variety of interesting visual content.
They've taken full advantage of the rise of video on Facebook: Between April 2015 and November 2015, the number of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion. Much of their video content is centered around creative (and delicious) ways to work the infamous hazelnut spread into different recipes, such as these incredible Nutella pancake cupcakes:
The company also shares a ton of great images that generate a huge amount of engagement, like this clever emoji-inspired post:
Zappos.com is known for great customer service, and they keep that reputation going on their Facebook Page. For example, they have a badge in their "About" section that says they typically respond to customers' inquiries within the hour. That's fast.
They also have a small section of their Page dedicated to visitor posts, which features customers' posts about Zappos' great customer service on and off Facebook.
Not to mention, they're committed to responding to comments -- and they aren't afraid to have fun with it:
Customer service aside, Zappos has also fully taken advantage of Facebook's call-to-action button feature by placing a "Shop Now" button at the top of their Facebook Page.
The NHL rocks Facebook. Their Page prioritizes the things they know users care about most when visiting Facebook: photos and videos, live streaming (which they include during the season and remove in the offseason), and contests that give them the chance to win tickets.
Not only that, they're constantly putting out relevant news stories and compelling visual content that get high levels of engagement from their fans. For example, NHL and GoPro have been partnered up since 2015 to bring hockey fans unique perspectives from games, and these videos can be found in the "Video" tab on the NHL's Facebook Page.
7) Tough Mudder
Tough Mudder, an organization that runs hardcore obstacle course events focused on teamwork and camaraderie, leans on social media sites like Facebook to help recruit and pump up participants.
They do a great job of keeping their Facebook content fresh and up-to-date, which is especially important for an events company. Not to mention, each event they run has its own Facebook Event -- which shows up in an "Events" feed on their Page -- so participants can connect, ask questions, and share event-specific photos with the community.
Speaking of community ... the folks that run the Facebook Page always find clever ways to keep the Tough Mudder family connected and engaged using fun hashtags like #HeadbandMonday:
St. Jude's is a volunteer- and donation-driven organization, and they do a fantastic job engaging their volunteer and donor bases on Facebook. Their posts and photos are highly engaging, often featuring the personal stories of patients who were helped thanks to the generosity of people like their Facebook Fans.
Their Page also offers apps that allow you to donate, browse careers, look at photos, and more -- right from the Facebook Page.
Starbucks was an early social media adopter, and it comes through in the polish and features of their Facebook Page. The "International" tab leads you to their local Facebook Pages, so non-English-speaking fans can easily navigate to their country's Starbucks Page.
Beyond that, Starbucks uses its Page to showcase their rich visual content, run contests for seasonal products, highlight job openings, and interact with followers, like they do with the quiz below:
They also offer a slick store locator application:
Adobe is a computer software company that could post all about software and technology all the time ... but they do a great job of catering their content to Facebook users, who tend to log on to socialize, read or watch fun content, or read the news. Here's an example of a cool video that would be interesting to their design-focused target audience:
They also have a special Notes section that outlines the rules of the Facebook Page -- and thus setting expectations for their fans. Granted, it hasn't been updated since 2010 ... but it's still a great thing to have.
11) Burt's Bees
Your customers can be your best sources for market research. The Burt's Bees Facebook Page uses a poll tab to ask questions about flavor preferences, product names, and so on. Customers have the option to vote, see results, and/or share their opinion on their own Facebook Pages. They also have a "Coupons" tab that gives customers opportunities to save money.
12) Easy Lunch Boxes
With all that space in the cover photo, why not pair colorful visuals with a strong value statement? That's exactly what Easy Lunch Boxes does. They put it all out there as soon as a user lands on their Facebook Page.
In addition to posting fun pictures, videos, and tips like "lunch box hacks," the Page also includes apps that let users ask questions, sign up for their newsletter, follow their blog, and even get recipe and meal ideas. Overall, the Page is on-brand and clearly displays the utility of the product.
13) Gold's Gym
For a company that's been around for over 50 years, Gold's Gym has shown they can keep up with the times on their Facebook Page. Their "Gold's Gym Challenge" is a front-and-center application on their Page, which lets users join the group, see other members, and join the discussion without leaving Facebook.
They also have a handy gym locator app that leads folks straight to their "Locate a Gym" webpage (unlike Starbucks' locator app, which is right within Facebook) so that prospective members can easily see whether there's a location nearby. Finally, Gold's Gym keeps engagement high by posting lots of content, much of which features members' inspirational fitness journeys.
14) Stella & Dot
As a company based on creating flexible entrepreneurial opportunities for women, Stella & Dot relies on platforms like Facebook to help grow their business via word-of-mouth marketing. They are a great example of an organization that's successfully built a community on Facebook.
They use it to share styling tips with their social community, show how their pieces are designed and made, and post videos on how to wear their jewelry. All of their visual content is vibrantly colored and beautifully shot.
They've also taken advantage of Facebook Live by posting live videos of trunk shows, which can help prospective trunk show hosts learn how to do one -- or just bring entertainment to anyone watching.
15) Mabel's Labels
Like Zappos, Mabel's Labels -- creators of high quality labels for the stuff kids lose -- has also taken advantage of Facebook's call-to-action button feature with their "Shop Now" CTA, linking to their homepage.
In terms of content, they've mastered the art of posting the perfect balance of engaging videos, photos, and GIFs that align with the interests of their target audience: moms. For example, check out this relatable ecard they posted to reassure moms everywhere that they know just how real the struggle can be:
Mabel's Labels has also taken advantage of Facebook Live with videos like the one below, which they pinned to their Facebook Page to make it more easily visible for a longer period of time.
UNICEF's Facebook Page is all about teaching Facebook users who they are and giving them options to take action. The opportunity for users to get involved right from the Page ranges from the "Donate Now" call-to-action button at the top of their Page that takes you to their official donation website, to their "Actions" tab that lets you share a relevant update with your Facebook friends via a Facebook app called ActionSprout. It also lets you sign up for their email newsletter right from a form that appears on the page.
UNICEF is known for creating powerful content like videos to spread awareness and positive messages about current events. One example? The video they shared to Facebook about the Syrian refugee crisis. (See #3 in this blog post to watch the video.)
Use these awesome Page examples as inspiration to finally create a Facebook Page for your business, or as motivation to improve your existing page. You don't have to do everything. Instead, focus on the core needs of your fans and customers.
Want to see how HubSpot uses Facebook? Check out HubSpot's Facebook Page here.
Editor's Note: This post was originally published in November 2011, and has been updated for accuracy and comprehensiveness.