A report from Wildfire found that successful Facebook marketing relies on appealing to users most likely to share with their own friends.

A report from Wildfire found that top-performing Facebook marketing campaigns target users most likely to share brand content with their own friends. Moreover, the increasing number of Facebook users actively advocating for brands has made social media marketing a more effective way to build visibility on the web.

There is no exact description of users Wildfire dubbed “sharers” or “brand advocates,” but frequently posting relevant website content can help marketers find these prospects on the platform. According to the study, the most effective Facebook efforts have an average of 4.7 percent brand advocates among their fans, and 34.3 percent of fans are sharers. While a majority of fans are only on the page to see the content for themselves, the increased number actively interacting with social content helps organizations make their campaigns more visible.

For average Facebook pages, 83 percent of fans are passive consumers, only there to find content. Almost 16 percent are sharers, and 1.5 percent are brand advocates. Marketers can find these fans by frequently sharing relevant content that appeals to users and inspires them to share highly relevant content with their own friends. Companies that successfully landed these power users as fans saw their total fan count grow by 79.6 percent in the last year, compared to the 7.8 percent growth for those that struggled to appeal to them.

Companies that successfully landed these power users as fans saw their total fan count grow by 79.6 percent in the last year, compared to the 7.8 percent growth for those that struggled to appeal to them.

In terms of engagement, the most successful brands boosted interaction and fan-shared content by 90.2 percent, while the average Facebook page saw a 31.78 percent increase in engagement in the same time period. This is still a positive sign that Facebook marketing is becoming more effective overall and winning prospect interactions over time.

Brafton recently highlighted a report from Mintel and the Affinion Loyalty Group that found that main reason consumers frequently engage a brand on Facebook is because its content creates a positive experience with the company. Whether it’s a coupon providing a discount or a shared blog post informing a prospect of the latest developments within the brand’s industry, value-add content encourages them to engage.

Targeting brand advocates and other power users is critical to make Facebook marketing successful, according to Wildfire. The most effective path to engagement with these users is through relevant content that demonstrates a brand’s authority within its niche.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.