With more than 2.8 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 your brand, allow you to publish content, and let you see comments and feedback from fans and customers.
Facebook Pages are a simple tool, but they offer countless 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 the top pages to inspire your Facebook marketing strategy. But first, we answer the quintessential question: What makes a good Facebook page?
What makes a good Facebook Page?
A good Facebook business Page accurately represents your brand, focuses on the customer, and answers for potential followers’ needs. The page should also entice potential followers to engage more meaningfully with your brand — whether by visiting your website, signing up for a free event, or joining your company’s Facebook Group.
In your Facebook page, you should have:
A name that reflects your business in a professional and succinct way.
An accurate page category that immediately tells users what you do.
A description that establishes the benefits of following your Page.
A profile picture that represents your brand and its colors.
L.L Bean is an outdoor equipment store whose Facebook Page effectively focuses on the customer and engages visitors beyond inviting them to like the posts. The content it posts is highly relevant for its target audience: cool photos, videos, and tips for outdoor adventures, each with a link and a hashtag. The Page also includes tabs dedicated to events, open job opportunities, and stores.
The description is especially notable, telling users the value they’d receive if they follow the Page:
“Welcome to the official Facebook page for L.L.Bean! Follow along for inspiring outdoor stories and photos, expert tips and advice, and a community devoted to helping make the most of every moment outside. #BeanOutsider”
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 save trips without having to leave the Page. For instance, if you’ve been dreaming of a family holiday in Scotland, you can save it and come back to it later. This ensures users return to Intrepid Travel and its offerings every time they visit Facebook.
The brand also consistently posts compelling videos and testimonies that'll have you itching to pack a bag and hit the road.
Shopify is an ecommerce website platform whose Facebook Page features engaging multimedia. While the photos section consists of branded infographics that share data from the industry, the video section is full of how-to clips you'd normally see in article form.
The company's case study series, "My First Sale," is what really helps the Page shine. Check out just one of Shopify's case studies from its Facebook Page below.
Salone Monet is a footwear brand that has tons of great images on its Page. Most notably, the cover photo features the types of shoes it sells, and even more, the image reflects the founder’s mission: To create “color-inclusive nude shoes to match you & all your favorite outfits.” It also includes a "Shop" tab where you can begin browsing the brand’s shoes.
All in all, Salone Monet does a great job of creating a fantastic brand experience that doesn't require the user to leave Facebook. Plus, the Page has a widget above the "About" section that prompts visitors to ask them a question, increasing engagement right from the moment a visitor lands on the Page.
For a traditionally print magazine, Essence is almost all video now. But combined with its mesmerizing images and pop-culture-friendly articles, this publisher has turned its Facebook Page into the ultimate hub for hot takes on the latest entertainment industry news.
It doesn't even matter what medium you consume Essence in now — it's all just solid content to have on your news feed. And for as prolific and diverse as the publication is, its Facebook Business Page balances all of it quite nicely.
The company also broadcasts from Facebook Live every month. Check out its live video library below.
The folks at Dang Foods have the unique challenge of having to find an infinite number of ways to feature a small collection of products so its social media content stays fresh and interesting. The key to its success? A wide variety of interesting visual content.
Much of its video and photographic content is centered around the ways its snacks are different from others in the industry. The products are Asian-inspired, and the brand is Asian-owned.
For instance, in the following post, it announces it’s one of the Asian-owned brands featured in a subscription snack box:
The one thing that its Facebook page is missing is more customer-centric content — but by centering its posts on company news, it can establish itself as a buzz-worthy newcomer to the industry.
Zappos.com is known for great customer service, and it keeps that reputation going on its Facebook Page. For example, it has a badge in the "About" section that says it’s “Very responsive” to customer messages. That's a great honor — especially considering the fact that it has nearly 2.4 million followers. That’s a lot of people the company could potentially need to respond to.
The Page also has a small section dedicated to visitor posts, which features customer testimonials about Zappos' great customer service on and off Facebook. Not to mention, the brand is committed to responding to comments — and it isn’t afraid to have fun with the responses:
McBride Sisters is a wine and spirits brand that immediately greets users with its Black Girl Magic line of wines in the cover photo. In doing so, it immediately appeals to its customers and exhibits its commitment to representing excluded voices in the industry.
While it mostly shares company news as opposed to customer-centric tips, it strikes the right balance by only sharing what its customer base cares about. For instance, in the following post, the company shares an upcoming event. If you’re a fan of Patti LaBelle and a lover of wine, you’d be compelled to attend — even if you don’t yet plan to buy a bottle of wine from McBride Sisters.
First things first: JetRockets, a small web development agency, has an illustrated cover photo that is so fun to look at. As a result, the company gives visitors an early glimpse into its versatility and attention to detail.
As you can see from the image above, the company also features a call-to-action (CTA) button below the cover photo that tells users to "Call Now.” Right away, the button invites visitors to engage with the brand. With how quickly you must act to get customers' business, this is a valuable feature of JetRocket’s business Page.
While the Facebook Page's photo section is rich with employee photos showing off the company's culture, its feed is filled with a mixture of company news and testimonies that prove the effectiveness of its services and offerings.
Glamnetic rocks Facebook. Its Page prioritizes the things it knows users care about most when visiting Facebook: tutorials, live streams, discounts, and giveaways. At every turn, it gives users the chance to get Glamnetic products for free.
Not only that, it’s constantly putting out relatable and compelling visual content that gets high levels of engagement from its fans. For example, it partners with a wide collection of influencers who represent its customer base, and it also presents its new products in time for the upcoming season.
BET, a news and entertainment company, leans on social media sites like Facebook to share its newest articles.
It does a great job of keeping its Facebook content fresh and up-to-date, which is especially important for a broadcasting company. Not to mention, each article it posts gains a ton of traffic as a result of its Facebook marketing strategy.
The folks that run the Facebook Page always find clever ways to keep the BET family connected and engaged using hashtags like #BETBuzz:
Helen Keller International is a charity organization that’s committed to decreasing poverty and preventing vision loss. It does a fantastic job engaging its volunteer and donor bases on Facebook. It right away invites donations by including a “Donate” button right underneath its cover photo, and its posts and photos feature the personal stories of patients who were helped thanks to the generosity of people like its Facebook Fans.
Its Page also offers tabs that allow you to create a fundraiser, browse careers, look at photos, and more.
Starbucks was an early social media adopter, and it comes through in the polish and features of its Facebook Page. The "International" tab leads you to its 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 rich visual content, run contests for seasonal products, highlight job openings, and interact with followers. It takes a fairly minimalist approach and uses short captions, like it does in the post below:
It also offers a slick store locator that allows you to find the location nearest to you.
Hint is a Mexico-based marketing agency with a simple but effective Facebook business Page. Part of this impression comes from the company's consistent and on-brand posts. It immediately invites users to message the brand via WhatsApp, one of the biggest messaging platforms in Latin America.
One of this Page's premiere features, shown below, is its "Services" section, offering branded tiles that briefly describe Hint’s lines of business. From the unique and location-specific call-to-action to the warm color scheme, this business Page effectively engages users.
Adobe is a computer software company that could post all about software and technology all the time ... but it does a great job of catering its content to Facebook users, who tend to log on to socialize, read or watch fun content, or read the news.
Its posts strike the right balance between conversational and authoritative. For instance, in one of its posts, it uses fun emojis while inviting users to celebrate World Emoji Day with an interdisciplinary artist:
Your customers can be your best sources for market research. The Canva Facebook Page places its Review tab at the forefront, whereas most Pages place the “About” or “Photos” tabs in the same spot. Customers have the option to post their unfiltered thoughts, recommend Canva, and share their opinion on their own Facebook Pages.
It also has a running series called “Design Stories,” where it shares touching anecdotes.
With all that space in the cover photo, why not pair colorful visuals with a strong value statement? That's exactly what EasyLunchboxes does. It puts it all out there as soon as a user lands on its Facebook Page.
In addition to posting fun pictures, videos, and tips like "lunch box hacks," the Page also includes tabs that let users ask questions, sign up for the newsletter, follow the brand’s blog, and even get recipe and meal ideas. Overall, the Page is on-brand and clearly displays the utility of the product.
For a company that's been around for over 20 years, Pure Barre has shown that it can keep up with the times on its Facebook Page. Its posts include a mixture of testimonies, challenges, and reposts from current Pure Barre customers. Overall, it keeps engagement high by posting lots of content, much of which features members' inspirational fitness journeys.
It also has a handy “Store” locator app within the page so that prospective members can easily see whether there's a location nearby. To ensure that users engage as quickly a possible with the brand, it includes a “Sign Up” button right below the cover photo.
Pure Barre also knows its target customer base quite well. For many, seeing people’s progress is key to making a fitness investment, so the Page includes reviews right next to the Home tab.
As a company based on creating flexible entrepreneurial opportunities for women, Stella & Dot relies on platforms like Facebook to help grow its business via word-of-mouth marketing. It’s a great example of an organization that's successfully built a community on Facebook.
Stella & Dot uses its Page to share styling tips with its social community, show how its pieces are designed and made, and post videos on how to wear its jewelry. All of its visual content is vibrantly colored and beautifully shot.
It has 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.
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 (CTA) button feature with its "Shop Now" CTA, linking to its homepage.
In terms of content, it has mastered the art of posting the perfect balance of engaging videos, photos, and GIFs that align with the interests of its target audience: Moms who want their children to have a stress-free and positive childhood. For example, check out this photo it posted about the inclusivity of its products:
Mabel's Labels has also taken advantage of Facebook Live and posted tons of videos that would be of interest to its audience.
UNICEF's Facebook Page is all about teaching Facebook users about its mission and giving them opportunities to get involved. For instance, they can click on the "Learn More" call-to-action button to visit the official website, or they can navigate to the "Guides" tab to browse through the organization’s guides on humanitarian values.
UNICEF also lets you create a Fundraiser straight from the Facebook page. The organization is known for creating powerful content to spread awareness and positive messages about current events. During the pandemic, for example, it created a video series to help individuals navigate hardship.
Black Lives Matter is an organization whose Facebook Page is founded on uplifting historically excluded voices. In the same way, you can create a Page that highlights external experts on industry topics.
The organization’s posts include a mixture of Black history, organizational news, and political activism. Its video tab includes videos that bring attention to American issues, such as voting and abolition. In doing so, it effectively appeals to its followers and target audience.
Innclusive, an Airbnb competitor, uses its Facebook page to bring awareness to an issue by including an attention-grabbing statistic in its description. “A few months ago,” the Page’s description says, “a study conducted by Harvard University found that Airbnb hosts are 16% less likely to book users with ‘distinctively African-American names.’” In doing so, the Page immediately shows why the company’s services are needed.
It also invites users to book with them using a simple but effective line: “Come stay with us!” Another successful aspect of this page is its CTA button under the cover photo inviting visitors to sign up on the Innclusive website.
Rebundle is a plant-based hair extension company that effectively conveys its ecologically centered products in its cover image and profile picture. It also invites users to engage immediately by including a “View Shop” button, which takes you to a page with pictures of its products in use.
In its posts, the Page shares company news, videos from other users, and photos of its customers successfully using the hair extensions.
Rhymes with Reason is an education-technology startup that uses hip-hop music to teach vocabulary to students. It effectively uses its Facebook Page to spotlight stories from current and upcoming customers, share the Word of the Week, and highlight the artists it features on the platform.
Rhymes with Reason’s Page is an excellent example of striking the right balance between serving your target customers and sharing company news. In all of its posts, it uses its brand colors and aesthetic; that way, visitors can expect a consistent experience every time the brand publishes a post.
In its Community section, the brand allows anyone and everyone to tag them in posts, encouraging conversation and engagement.
Best Facebook Page Names
Your Facebook Page name would ideally be your business name — no frills and no keywords cluttering up the name. It should also be highly unique. Keep it simple like in the examples below:
These names work well because they directly reflect the brand and are simple to remember.
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, keep your messaging and imagery consistent, and watch your Facebook Page grow exponentially.
Editor's note: This post was originally published in March 2013 and has been updated for comprehensiveness.