Marketing & Sales 
With 63.9% of the world’s population using Instagram, Facebook, Twitter, LinkedIn, and TikTok, social media platforms are an ideal place to connect brands with potential customers. So what are the best brands on social media doing that you aren’t?
Social media marketing is one of the key marketing tactics for business owners to drive brand awareness among their target audience and boost sales.
These 10 brands dominate social media based on engagement, creativity, and innovation. Let’s break down their social media marketing strategies to uncover easy and actionable tips to win over your audience’s hearts and minds – not to mention attention.
Duolingo
Hilarious, viral TikTok content featuring their memorable mascot.
Duolingo has mastered the art of viral social media, particularly on TikTok, where its chaotic, meme-driven content has made the brand a fan favorite. The language-learning app doesn’t just market its product—it entertains, engages, and surprises its audience with unexpected humor.
At the heart of Duolingo’s social success is Duo the Owl, its mischievous green mascot. The brand leans into absurdity, posting videos of Duo dancing, playfully “threatening” users to complete their lessons, and interacting with pop culture trends. This unhinged yet lovable persona has helped Duolingo amass millions of followers who eagerly await its next viral post.
Here’s how Duolingo keeps its audience engaged:
- Riding the latest TikTok trends – Duolingo’s social team is quick to hop on trending topics and viral moments, ensuring that its content stays fresh and shareable.
- Engaging with followers in unexpected ways – From teasing competitors (including Google Translate) in comments to playfully responding to fan DMs, Duolingo’s social media presence feels personal and interactive.
- Blending education with entertainment – While humor dominates its content, Duolingo still reinforces its core mission—learning languages—by weaving educational tidbits into its fun, attention-grabbing posts.
By embracing a bold, playful social media strategy, Duolingo has transformed from a simple language app into a cultural phenomenon.
Netflix
Brilliant memes, pop culture engagement, and interactive posts.
Netflix is one of the best brands on and off social media. It leads with quirky pop culture trends and funny memes that appeal to millennials. The powerhouse brand responds to the interests and values of this demographic, making it likable, relatable, and popular.
Netflix’s social team is quite active and personable. For example, they regularly post memes from popular Netflix shows or movies and create quizzes or polls asking followers to share their opinions on their favorite characters or storylines. Interactive content keeps Netflix top of mind and makes it fun for followers to engage with its content.
Nike
Master of storytelling and inspirational campaigns.
Nike is a social media marketing legend, boasting over 400 million followers across various social networks. The iconic shoe brand excels at highlighting the authenticity of professional athletes, offering its audience a glimpse into their daily lives.
Such content resonates with Nike’s audience, making it relatable and helping the brand ignite social media conversations.
Here are some examples of content Nike typically posts to spark engagement:
- Sharing behind-the-scenes content. Nike shares photos and video content of athletes training, warming up, or just hanging out with their teammates, giving fans a glimpse into athletes’ real lives.
- Featuring athletes from all walks of life. Nike’s social media doesn’t solely focus on big names; it also spotlights athletes from diverse backgrounds — both students and professionals. This content instills confidence in fans, assuring them that anyone can achieve their dreams.
- Telling stories of resilience and perseverance. Nike athletes are celebrated for overcoming adversity and achieving remarkable feats. The brand reinforces these tales on social media to inspire followers to never give up on their aspirations.
Nike embraces a “show vs. tell” strategy in its social media campaigns, solidifying customers’ trust in its products by illustrating how they play a pivotal role in their journey to becoming better athletes and individuals.
Starbucks
Seasonal hype, user-generated content, and strong visual branding.
Starbucks, a coffee giant, boasts a strong presence with nearly 60 million followers across all social media platforms. The brand regularly shares compelling content that showcases its commitment to sustainability. It highlights new menu items, introduces the coffee farmers it partners with, and emphasizes its focus on sustainability.
Starbucks also frequently shares fun facts, coffee tips, and behind-the-scene shots of how its drinks are made to educate its target audience and build brand loyalty.
Storytelling is evident throughout Starbucks’ tweets and Instagram stories and posts:
- A video of a barista making a latte with foam art.
- A photo of a coffee tree with a caption explaining how coffee beans are grown.
- A video of a Starbucks employee visiting a coffee farm in Guatemala.
- A behind-the-scenes look at Starbucks’ coffee bean roasting process.
- A fun fact about the history of coffee.
- A coffee tip on how to make the perfect cup of coffee at home.
A more ethical and credible brand naturally attracts the everyday brand ambassador.
Dove
Body positivity and socially conscious campaigns.
Dove’s Real Beauty campaign is an excellent example of connecting social media initiatives with a brand purpose.
The brand consistently promotes body positivity and self-esteem across all its social media channels, including its YouTube channel. It has attracted millions of followers and has established itself as a socially conscious beauty brand.
Dove’s marketing campaigns resonate deeply with its target audience because they are authentic, uplifting, and mission-driven. The brand doesn’t just sell personal care products—it champions the message of self-acceptance and empowerment.
Observing how Dove uses the same marketing tools as everyone else provides inspiration for standing out in a crowded market.
The takeaway? Identify your core purpose and align your social media strategy with that purpose. When brands share authentic and meaningful content that aligns with customers’ values, they foster a culture of trust and connection.
Ryanair
Self-deprecating humor and viral TikTok trends.
Ryanair has turned its no-frills reputation into social media gold by fully embracing self-deprecating humor. Rather than shying away from jokes about budget travel, the airline leans in—making fun of itself, its customers, and even its competitors in a way that keeps audiences entertained and engaged.
On TikTok, Ryanair has mastered the art of low-effort, high-impact content, often using simple edits, trending sounds, and its signature talking airplane filter to create hilarious videos. The brand thrives on relatable travel struggles, poking fun at extra baggage fees, chaotic boarding experiences, and the universal experience of running to a faraway gate.
Here’s what makes Ryanair’s social strategy work:
- Self-deprecating content: By embracing criticism and poking fun at its own limitations, Ryanair’s content creation is authentic and entertaining. This self-deprecating humor resonates with audiences and contributes to its viral success.
- Quick adoption of TikTok trends – Whether it’s a viral audio clip or a meme format, Ryanair jumps on trends fast, ensuring its content feels fresh and relevant.
- Engaging, witty responses – The airline doesn’t just post funny content—it also delivers hilarious, sarcastic replies to comments, keeping followers entertained in the comments section.
By using humor to turn potential negatives into social media wins, Ryanair has set itself apart as one of the most unexpectedly entertaining brands online, proving that even budget airlines can fly high on any social platform.
Glossier
Community-driven content and influencer collaborations.
Glossier has built its social media empire by putting its community first. From the beginning, the beauty brand has prioritized real customer voices over traditional advertising, leveraging user-generated content, influencer collaborations, and customer feedback to shape its online presence.
Glossier’s social strategy feels personal and authentic, making followers feel like they’re part of an exclusive beauty club. The brand frequently reshares customer photos and reviews, showing how real people use and love its products. This has led to a significant portion of Glossier’s sales—70%—coming from peer referrals.
Here’s what makes Glossier’s social media stand out:
- User-generated content as a core marketing strategy – Instead of relying on polished campaigns, Glossier amplifies customer selfies, testimonials, and other social proof making its community feel heard and valued.
- Influencer collaborations with a natural feel – The brand partners with influencers in a way that feels organic, often featuring micro-influencers and everyday beauty enthusiasts rather than just big-name celebrities.
- Minimalist, aesthetically pleasing branding – Glossier’s signature pink aesthetic and clean, natural look make its content instantly recognizable and highly shareable.
By turning customers into brand ambassadors, Glossier has mastered social-first marketing.
National Geographic
Stunning photography and compelling storytelling.
With over 300 million followers across social platforms, National Geographic has perfected the art of delivering inspirational and educational content.
Their Instagram account is a prime example, showcasing stunning wildlife photography, unreal landscapes, and captivating creature close-ups. However, its informative and engaging captions truly set Nat Geo apart.
Nat Geo’s captions are not mere descriptions of the photos. They provide context, history, and scientific insights. They also narrate stories about the featured animals and places and often pose questions to ignite curiosity and discussion.
For instance, a recent social media post had the following caption:
National Geographic masterfully balances text and video content, illustrating how nature is a complex and fascinating place full of amazing relationships between different species. This also serves as a reminder of the importance of protecting our planet and its wildlife.
The 135-year-old company has certainly embraced TikTok to connect with a younger and more diverse audience. With over nine million TikTok followers eagerly consuming its educational content, it stands out as one of the top brands to follow on social media.
Wayfair
Trend-driven videos and stylish home inspiration.
Wayfair is more than just a home goods retailer. Their social media tutorials teach followers how to transform a house into a home. With DIY hacks and insightful tips on platforms like Instagram and Pinterest, they cover topics ranging from design trends and seasonal decorating to organizing small spaces and offering cleaning advice.
Wayfair also prominently curates and promotes UGC, showcasing innovative ways customers have styled their products in their homes. These inspirational visuals garner numerous likes and pins, contributing significantly to Wayfair’s $12 billion annual revenue.
Wendy’s
Witty, savage Twitter (X) comebacks and fan engagement.
Wendy’s social media team has fully embraced its role as sassy social media experts. Their Twitter account is renowned for its humorous, biting responses to follower comments and feisty jabs at competitors.
When a follower asked Wendy’s to describe their food in three words, they responded with “Never frozen beef.”
They also tactically called out the “missing beef” from McDonald’s recent social media campaign, a key ingredient that helps Wendy’s stand out.
Wendy’s isn’t afraid to poke fun. Their distinct, irreverent tone shines through and gets people talking, driving brand awareness and customer loyalty.
Not every small business owner should emulate Wendy’s, but they should consider the attitudes and interests of their target audience. For instance, having fun safely is central to the Phat Rides customer experience.
What These Brands Have in Common
The best brands on social media share common traits that fuel their success. Here are a few of them to keep in mind:
- Authenticity Wins – The most successful brands build trust by being real, relatable, and transparent with their audience.
- Consistency Is Key – Posting regularly and maintaining a cohesive brand voice keeps brands top of mind.
- Engagement Over Promotion – The best brands don’t just sell; they interact, entertain, and build relationships with their audience.
- Community-Driven Content – User-generated content (UGC) and customer interactions create strong brand loyalty.
- Trends Matter (But Strategy First) – Jumping on trends works, but only if they align with the brand’s identity.
- Storytelling Converts – People connect with compelling stories, not just products or services.
- Customer Service Is Public – Fast, helpful responses to customer inquiries or complaints build trust and credibility.
- Brand Personality Stands Out – Whether it’s humor (Wendy’s), elegance (Apple), or activism (Dove), a strong personality makes brands memorable.
How Small Businesses Can Win on Social Media
To implement social media strategies on a large scale, you need resources that many small businesses may not have. So, what can they do to adopt the strategies that big brands follow to up their social game?
- Try influencer marketing. Collaborate with nano or micro-influencers (10,000–100,000 engaged followers) in your niche to increase your reach and credibility.
- Spotlight UGC. Encourage your followers to tag you in social content featuring your products. Then, repost these photos and videos to boost credibility and build brand trust.
- Follow trends. Use key events like holidays, film and television releases, viral music scores, and more to craft branded and engaging content that catches the trend wave and engages your audience.
- Educate and inspire. Post tips, fun facts, and behind-the-scenes content that offers value beyond promotions.
- Perfect your brand voice. Develop a consistent brand personality that reflects your style and values; social media posts should “feel” like your company.
- Focus your efforts. Small brands can do well with social media marketing by picking just one or two platforms where their audience is rather than trying to create a presence on every single social channel.
Consistency, quality content, and engagement are key to building a thriving social community that grows with your business.
Nextiva Helps You Ace the Social Space
Becoming a top social network brand begins and ends with consistency, high-quality content, and aligning your interests with those of your audience. It’s more than just using the right hashtag or engaging trendy influencers.
Small businesses need to challenge conformity.
For your target audience to see your brand, remember it, and even talk about it, you have to take chances to stand out. Sometimes, this means being passionately committed to customer success or highlighting a problem that needs to be addressed.
Other times, it’s about ensuring your social media content doesn’t just feel like a digital marketing campaign but is entertaining, inspiring, or refreshingly honest.
🏆 Looking for a powerful social media management solution? 🏆 See how Nextiva simplifies social media for small businesses today.
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