The 14 Most Impactful (and best) Brands on Social Media in 2025
The best brands on social media don’t just rely on their fame to stay relevant online; they create content that resonates, entertains, and connects with their audience. For social media managers, agencies, creators, and entrepreneurs, looking at the best brands on social media is a great way to find inspiration and a template for success. The brands that are winning are those that have a clear understanding of each platform’s unique culture and have found a way to speak directly to their community with authenticity and purpose.
The following list of brands killing it on social media in 2025 is not a ranking based on follower count alone. It is a look at brands that have mastered a specific aspect of social media, from creating funny and relatable content to building an emotional connection with their followers. By studying their strategies, you can find actionable insights to apply to your own social media efforts.
The Best Brands on TikTok
To be successful on TikTok, you have to engage in the chaos. The best brands on TikTok simply get involved without fear. Dance crazes, pranks, memes and transformation challenges are all examples of content that brands need to embrace on TikTok, like the examples below…
Duolingo
When it comes to funny brands on TikTok, Duolingo leads the way. The language-learning app has created a brand persona that is completely unhinged and chaotic, centered around its mascot, Duo the owl. Instead of using polished, corporate messaging, Duolingo leans into a “cringe” marketing strategy that makes it feel relatable and human. Duo the owl is seen threatening users to complete their lessons, participating in absurd trends, and even faking its own “death” in a viral campaign that led to millions of views and a massive boost in followers. This approach works because it embraces the platform’s native humor and shows that the brand understands the inside jokes and culture of its audience.
Ryanair
Another brand that has nailed the funny, chaotic TikTok voice is the airline Ryanair. Their entire strategy is built on roasting passengers and posting absurd, often low-quality memes that mock the inconveniences of air travel. The airline’s account doesn’t try to appear premium or polished; it leans into being a budget airline with a sarcastic, no-nonsense personality. This authentic and self-aware approach has built a cult-like following that feels in on the joke. Ryanair proves that even in a serious industry, a brand can find a voice that entertains its audience and turns potential complaints into a source of shared humor.
The Best Brands on Instagram
As a fellow visual platform, Instagram trends often mirror those found on TikTok. However, Instagram’s original format, still images, is still a key differentiator, and with post reach increasing by around 22% last year, it’s still worthwhile. Here are some of the brands killing it on Instagram in 2025.
National Geographic
On Instagram, visual storytelling and a strong aesthetic are the most important elements for success. National Geographic is a master of this, using its platform to showcase breathtaking photography and compelling stories from around the world. The brand’s feed is a curated gallery of high-quality images that not only inspire but also educate its massive audience of over 280 million followers. The captions are often detailed, providing context and emotional weight to each photo. National Geographic shows that consistency, quality, and a deep understanding of your brand’s purpose can create a powerful and influential Instagram presence.
Nike
With hundreds of millions of followers, Nike has mastered the art of brand storytelling. Their feed is a mix of inspirational content, athlete spotlights, and visually striking product shots. Instead of just selling products, they sell a mindset of determination, strength, and athletic achievement. Nike’s campaigns often use authentic user-generated content and stories from their community to reinforce their brand message. They also use their Instagram to launch new products, creating a sense of excitement and exclusivity with stunning visual content that feels more like art than advertising.
Best Brands on YouTube
YouTube is still the video content king, so being successful is all about keeping viewers engaged in your videos. However, with the ever-increasing number of new video formats, there are different ways to succeed on YouTube in 2025. Live videos, Shorts, and standard uploads all provide different ways to connect to your target audience. Here are some of the brands leading the way:
Red Bull
Red Bull has arguably the best brand on YouTube strategy, transforming its channel into a media company. Instead of posting traditional ads, they produce high-quality, long-form content focused on extreme sports, music, and adventure. Their documentaries, event coverage, and short films are visually stunning and align perfectly with their brand of pushing limits and living life to the fullest. This strategy has earned them a massive subscriber base and positions them as a trusted source of entertainment and inspiration, rather than just an energy drink company.
GoPro
Similarly, GoPro has turned its YouTube channel into a testament to its product’s capabilities. Their channel is filled with stunning user-generated content, showcasing everything from skydiving and surfing to personal vlogs and cinematic narratives. By featuring content from their customers, GoPro not only inspires a community of creators but also demonstrates the quality and versatility of their cameras. The brand uses a “GoPro Awards” program to reward creators for their footage, which encourages a constant stream of high-quality submissions. This approach has allowed them to build a powerful brand identity that is authentically tied to the adventurous spirit of their users.
The Best Brands on X (formerly Twitter)
Since the platform’s change of ownership (and name grrr), it’s difficult to pinpoint exactly how to market your business on X. Of course, strategy helps, especially when it comes to posting at the right times. But in terms of content, success on X is all about being witty, succinct and current, as these brands have shown:
Wendy’s
Wendy’s has mastered the art of brand humor and direct engagement. Their account isn’t a one-way broadcast; it’s a real-time presence that roasts competitors, replies to followers with witty comebacks, and participates in trending conversations. This personality has built a loyal following that looks forward to their next post. Wendy’s shows that a brand can have a distinct, human-like personality on X, and that being a bit mischievous can generate a lot of positive attention and engagement.
Netflix
Another brand that excels on X is Netflix. The streaming giant has a remarkable ability to tap into pop culture, memes, and fan conversations around their shows. Their account is a hub for community-driven content, sharing reactions, behind-the-scenes tidbits, and engaging with fan theories. Netflix doesn’t just promote its content; it becomes part of the shared experience of watching it. By using humor and staying on top of every conversation related to their shows, they create a sense of belonging for their followers and keep their brand at the center of pop culture discussions.
The Best Brands on Facebook
Facebook is known as the most personal of all social media platforms, making it ideal for targeted content. While other platforms are celebrated for their spontaneity, Facebook remains a powerful space for community, storytelling, and in-depth content. Here are some of the brands killing it on Facebook in 2025:
Samsung
Samsung is the most followed brand (non-person) on Facebook, second only to Cristiano Ronaldo. Their Facebook strategy is built on posting timely, community-driven content tailored to their audience’s interests, ranging from exclusive product sneak peeks to behind-the-scenes footage and interactive polls. This approach not only entertains but also builds excitement and anticipation around their new products, keeping their millions of followers engaged and loyal.
Budweiser
Another brand that performs well on Facebook is Budweiser. The beer brand has a high comment count, which is a testament to its ability to tap into cultural moments and major events with emotional storytelling. From heartwarming campaigns featuring the famous Clydesdale horses to content that celebrates national pride, Budweiser uses its Facebook page to create discussions and fuel emotional responses. Their strategy proves that a brand can successfully use the platform to connect with its audience on a deeper level and build a strong sense of community.
The Best Brands on Snapchat
Snapchat is all about keeping it real (even if it’s only fleetingly). It’s perfect for sharing quick daily content ideas with your audience, while keeping things light and casual. One of the benefits of Snapchat is its interactive features like filters and AR lenses, which are perfect for engaging with your audience. These are some of the brands leading the way on Snapchat:
Taco Bell
Snapchat is a platform built on authenticity, visual communication, and connecting with a Gen Z audience. The brands that succeed here understand that polished, traditional advertising doesn’t work. Taco Bell has been a pioneer on Snapchat, using the platform’s unique features to create fun, ephemeral content that feels exclusive to the platform. They were one of the first brands to create an innovative augmented reality (AR) lens that turned a user’s head into a taco, a campaign that became a viral sensation. This approach works because it is a playful, interactive way for users to engage with the brand without a hard sell.
Carhartt
Similarly, your favorite hipster’s favorite brand, Carhartt, has found success on Snapchat by creating fun, memorable AR lenses that tie into their brand identity. For example, they created a gamified Santa lens where users could drop Carhartt products onto houses. This type of creative, gamified content is a smart way to enhance brand awareness and engagement in a way that feels organic and fun for the user. These brands show that the key to Snapchat is embracing its native tools to create a playful and interactive experience.
Top Brands on Social Media for Community Building
Social media isn’t just a direct sales channel. One of the main uses of social media in 2025 is for like-minded people to share spaces where they can discuss their favorite topics, like sports, entertainment, and brands. These brands are great examples of how to build and nurture these communities:
Starbucks
Starbucks has become a popular brand on social media by focusing on community engagement and making its customers feel valued. The brand uses its platforms to run user-generated content campaigns, like the popular “Starbucks Red Cup” tradition, which encourages customers to share their experiences. Their social media teams are also very active in responding to comments and messages, making followers feel seen and heard. By creating a sense of shared tradition and direct communication, Starbucks has built a loyal following that feels a personal connection to the brand.
Spotify
Spotify is another brand that excels at community building, particularly with its annual Spotify Wrapped campaign. Every December, Spotify turns personal user data into a highly shareable, visually appealing summary of their listening habits. This campaign is a social media phenomenon that generates billions of impressions and turns every user into a brand advocate. The personalized data storytelling is a work of genius, as it gives people a reason to talk about the brand and their experience with it in a way that feels unique and personal. Spotify Wrapped is a masterclass in how to use data to create an emotional and highly shareable piece of content that unites a community of music lovers.
Strategy for Smaller Brands: How Can They Compete?
Yes, I am aware that all of the examples I’ve listed in this article are among the leaders in their fields, and have the biggest budgets. So what about smaller brands, those that want to compete but don’t have endless resources? Check out our MetriCases video to learn how content creator Jennifer gained 70,000 Instagram followers in just two months:
She gained 70k followers on Instagram doing THIS
Best Strategies for Smaller Brands on Social Media
No matter the size of your brand, there are many pieces to the social media growth puzzle. The three Jennifer mentioned were:
- Consistency
- Repurposing content
- Optimizing for different platforms
- Testing to see what your audience engages with
Metricool helps hundreds of brands implement these strategies, allowing them to plan, schedule, and measure content for all platforms from a single dashboard. Check out our pricing, or sign up with the button below.
The Best Brands on Social Media 2025: A Summary
The top brands on social media in 2025 all share a few common traits. They are authentic, understand the unique voice of each platform, and prioritize community over pure promotion. They know that to win on social media, you have to entertain and provide value, whether that’s through humor, stunning visuals, or compelling stories.
- Duolingo and Ryanair show that embracing humor and a self-aware, chaotic brand persona can create a highly engaged community, especially on a platform like TikTok, where authenticity and relatability are paramount.
- National Geographic and Nike demonstrate the power of a consistent, high-quality visual strategy on Instagram. Their feeds are a masterclass in visual storytelling and brand identity.
- Starbucks and Spotify remind us that the best social media presence is built on a foundation of community. They use unique campaigns and a focus on engagement to make their audience feel like a part of the brand.
- Red Bull and GoPro prove that a brand can be its own media company on YouTube, providing valuable entertainment and inspiring content that aligns with its core values.
For any social media manager or entrepreneur, studying these best brands on social media provides a clear roadmap for success. It’s about being creative, being purposeful, and always putting your audience first.
