Do you use factions in non pathfinder society play?

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I think it depends on the campaign

If factions are going to play a heavy role in the game then that could be interesting

What I like to do is just choose archetypes or backgrounds with factions and change the flavor to fit the faction and minor mechanical changes like ability boosts and trained proficiency to fit more the theme. However, I only do that if a player is interested in partaking in exploring or becoming a member. Usually I don't bother with stuff the players will not care in the campaign

Enjoy your second puberty, that is your girlhood.

Only if they are relevant to the campaign, or if I randomly come up with a dope idea. Sorry!

I ran a non Pathfinder Society game where the Pathfinder Society factions were important as the game setup was the group (of newer players) were Pathfinder Agents. It allowed them to have a way to freely rebuild characters or just bring in new characters if they didn't like how it played.

Anyway, the Pathfinder Factions gave them meta goals of how they performed their missions, and when I expanded the Factions to include some of the nation factions (Andoran Knights, Lumber Consortium, a Dwarvish Clan from Highhelm and others) it made their world seem lived in and full of characters and they did have to be aware of what they did and how it affected others.

That said it was a bit of headache to organise and maintain it behind the curtain as the GM, though when I simplified faction reputation, and made it public so the players could keep track and even help maintain it, the system added a lot to the game.

The Strength of Thousands branch system could work for faction ranks, obviously with the archetype changed. Hellknights and Firebrands are slam dunks for this, but if you're using the PFS factions then just nudge players in favour of their factions goals.

For additional inspiration on how multiple factions could interact, the 5e book Guildmaster's Guide to Ravnica (or any other Ravnica material including the old-ass MTG novels) could be a decent read. Obviously there's no applicable rules, but it gives an insight into how certain factions can, under certain circumstances, still work together for good or ill.