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Samsung
1. Samsung: $100 million
There was widespread agreement that Samsung is one of Facebook's biggest clients, if not the biggest client. Late last year, Samsung spent $10 million in a three-week period on Facebook just to launch its Galaxy S III phone, for instance.
2. P&G: $60 million
Procter & Gamble is the world's largest advertiser and has a massive presence on Facebook, particularly among moms. Facebook ended a "free ride" for advertisers in late 2012/early 2013 by restricting the reach of some of their free page posts, thus encouraging more paid post promotion and ad spending right at the same time that P&G made a big push out of traditional media and into social.
P&G will likely activate another huge social media campaign around Facebook for the Russian Olympics next year.
3. Microsoft: $35 million
The company has a longstanding pact with Facebook, which uses its Bing search engine. Facebook also acquired Microsoft's Atlas ad server this year.
4. AT&T
Facebook is the biggest mobile app on the planet, and AT&T — as both a wireless carrier and a seller of mobile devices — knows it must maintain a constant presence on it.
5. Amazon: $30 million
The rumor is that Amazon will actually begin serving ads inside Facebook's ad exchange, FBX, soon. Amazon gets a lot of retail traffic from people liking or recommending purchases on Facebook.
6. Verizon: $30 million
Facebook has courted wireless carrier advertisers specifically with a new tool that shows Facebook mobile ads are nine times more successful than desktop media in getting people to switch carriers than other media.
7. Nestle: $30 million
8. Unilever: $30 million
Two of the top 5 most shared ads in social media in 2013 were from Unilever, including its "real sketches" ad for Dove and a viral Turkish ad for Cornetto ice cream.
9. American Express: $25 million
AmEx is a hugely social brand. Right now it's marketing a "member since" Facebook app that applies a badge to your page so you can show off how long you've carried a card.
10. Walmart
As our BI Intelligence research shows, Walmart is the top retailer on Facebook for a reason.
11. Coca-Cola
Coke has 76 million fans on facebook, making it the most-liked brand on the planet. It did not get there by accident.
12. Starbucks
Starbucks is the 4th biggest brand on Facebook.
13 through 16. King.com, Zynga, EA and Supercell
We've lumped these game makers into the same category because they're all on Facebook for the same reason: It's a huge platform for app marketing. Gaming today is all about mobile app downloads.
17. Ford
Ford has more than 80 brand pages on Facebook and a huge social media team managing them.
Capital One
18. Capital One: $20 million
Capital One keeps it topical in its Facebook posts.
19. eBay: $20 million
Like Amazon, eBay has a huge business in capturing referred traffic from Facebook.
20. AB Inbev: $15 million
Bud has an uphill battle on Facebook because its pages are age restricted. But beer is "social" both off and online.
21. Visa: $15 million
Visa has 11 million fans on Facebook and a huge tie-in with the NFL, another brand with a huge Facebook fanbase.
22. Intuit: $10 million
Intuit makes tax prep and accounting software and its core consumers are small businesses. Facebook's core advertisers are small businesses, too.
L'Oreal
23. L'Oreal: $10 million
L'Oreal uses Facebook to dispense beauty tips to its brands' fans.
24. Mastercard - $10 million
Here for the same reason AmEx and Visa are.
25. Weight Watchers $5 million
The entire point of Weight Watchers is to diet with the support of a group, and, naturally, Facebook really helps with that mission.
26. State Farm $2 million
State Farm has a tie-in right now with Duck Dynasty, a show with a massive social media fanbase.
27. Ancestry
The genealogy site tries to capture consumers where they are – on Facebook engaging with their living families.
28. Dell
Where do you sell computers? On the internet — which means Facebook.
Reuters
29. Macy's
A core part of Macy's brand is entertainment — the Thanksgiving Day parade, the 4th of July fireworks, etc. — and the company wants to keep consumers talking about it on social media.
30. Disney
A huge organic fanbase, but it is augmented by paid media too.
31. Victoria's Secret
No prizes for guessing why people like this brand — they're making it easy for VS to reach them with new ads.
32. Citi
The finance category as a whole has entered paid social media with gusto. Consumers have a long lifetime value to banks, and banks need anything that can improve their rep with consumers.
Steve Kovach/Business Insider
33. Sony
Like Samsung, Sony knows that electronics brands need to be on Facebook.
34. Mondelez/Kraft
The snack food maker recently split into two different companies. You've probably encountered one of its viral Oreos ads on Facebook.
35. Zulily
Mom-focused retailer Zulily appears on our list because probably because it ramped up promotional spending prior to its IPO this year.
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