Social media provides a useful platform for retailers to market to market products and connect with consumers. One of the many ways that businesses accomplish this is through the creation of brand or fan pages on social media sites such as Facebook. This paper focused on exploring User Generated Content (UGC) created on Facebook fan pages. Semi-structured interviews were employed in order to explore the motivational factors behind the creation of online content. The research also used netnography in order to evaluate the factors, which influenced popularity of posts. Previous studies on motivational factors for the creation of UGC which included co-creation, empowerment, community, and self-expression (Christodoulide et al., (2012). Results revealed that all these were present in followers of online communities and in addition to this new insights related to motivation were discovered such as boredom and social benefits. A framework by Vries.et.al (2012) was used to explore brand-post popularity on fan pages. The results revealed that there were a multitude of factors that influenced brand post popularity such as vividness, interactivity and expert opinion contained in the post. There was no relationship established between comments and likes in determining popularity of a post. Understanding the motivational factors and analyzing brand post popularity increases the likelihood of a successful brand community and can provide a number of useful insights that can be incorporated by retailers for social media marketing.