Majority of big US advertisers use Facebook

The vast majority of the largest advertisers in the US are using Facebook to market themselves.

Facebook

The social networking site says 83 of the top 100 marketing spenders in the US use the site including firms such as Johnson & Johnson, Nike and AT&T, according to the Financial Times.

The report suggests a turnaround in strategy in the US as companies were initially reluctant to advertise on Facebook though fear that users were hostile to seeing marketing messages on the site.

The site has also been urged in the past to do more to assure brands that their ads will not appear next to controversial content.

According to the report, brands are eschewing banner and display advertisements, preferring more subtle ways of communicating with potential consumers.

Companies are inviting users to become “fans” of the brand while providing the option to receive product updates.

Starbucks has more than 3.7m fans on the social networking site while Coca-Cola has more than 3.5m fans.

Facebook does not currently charge companies to have a fan page or application on the site.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here