The Best Brands on Social Media in 2024

Many people check social media before choosing what to buy. A report by UPS shows that millennials, some of today’s biggest shoppers, see social media as a key part of their shopping experience.

Social media isn’t just an option—it’s a must for any business. But it’s more than just making an account and posting randomly; it needs a plan, and that can be tricky. So, how do you get started? A good first step is to look at successful brands on social media for ideas and inspiration.

9 Best Brands on Social Media in 2024

In 2024, some brands are truly shining on social media, connecting with people in creative and meaningful ways. These companies know how to engage their audiences, make us laugh, think, and even feel inspired. 

1. Nike

With millions of followers across all social platforms, Nike stands out as a top brand on social media. Rather than directly promoting their products, Nike’s Instagram focuses on athletes who use their gear, attracting both loyal customers and sports fans. 

This unique approach positions Nike as a brand that celebrates champions and supports the underdog, helping people connect with them on a personal level. Interestingly, Nike’s Facebook page has been mostly quiet since January 2018. This may be due to Facebook’s reduced organic reach, which now requires brands to pay for more visibility.

2. GoPro

GoPro has built a huge following with over 20 million on Instagram, 10 million on Facebook, 2.1 million on X, and 3 million on TikTok. The #GoPro hashtag has become widely popular, used not just by the brand but by fans as well. GoPro is practically a synonym for action sports and adventure.

The brand primarily shares high-quality videos and user-generated content showcasing their products. Instagram is their main platform, where they engage with their audience through contests and their “Photo of the Day” series.

User-generated content works well for GoPro—it’s free, strengthens customer relationships, and showcases the product in action, boosting trust. For example, studies show that 78% of consumers trust reviews from other users over social media ads, which only 19% trust.

3. Zoom

When the world went into lockdown, Zoom quickly became the go-to app for virtual meetings. With over 500,000 followers on Facebook, Zoom values community engagement, actively listening to and responding to followers' questions and feedback. This two-way communication helps humanize the brand, an important aspect for a tech company.

Zoom’s "Virtual Background Contest" boosted brand awareness, while on X, Zoom shares videos, GIFs, and updates with over 1 million followers. Since the pandemic, Zoom has shared light-hearted tips and memes on TikTok, while keeping Instagram more professional with “Pro Tip” posts. This approach shows the value of tailoring content to each platform's audience.

4. Starbucks

Starbucks is an iconic brand, and one reason is its friendly, knowledgeable baristas (even if they sometimes mix up our names!). These baristas directly connect with customers, so Starbucks highlights them on social media, making its employer branding one of the best out there.

This approach not only humanizes the brand but also showcases values like fair labor, diversity, and eco-friendliness—qualities that matter to today’s consumers.

5. Airbnb

What comes to mind when you think of Airbnb? Unlike its competitor Booking.com, Airbnb has become known for showcasing beautiful, unique holiday homes rather than focusing on affordability. So, it’s no surprise that their social media branding centers around eye-catching visuals, using platforms like Instagram, TikTok, Pinterest, and YouTube.

In Airbnb's early days, they often featured hosts and guests in a more casual way, but now they focus on visually stunning content that highlights luxurious, unique homes on their platform. This social media branding strategy builds a strong brand image, even if every viewer doesn’t convert into a customer right away.

6. Glossier

Glossier is another brand that stands out on social media, especially with user-generated content. While beauty brands once relied on polished ads and professional models, Glossier emphasizes real people using their products.

This “social proof” approach helps build trust and makes users feel like brand ambassadors. Glossier’s strategy has resonated with modern audiences, who prefer authentic, relatable content over flawless ads.

7. Buffer

Consistency in social media is key, but some brands stand out by mixing things up—Buffer is a great example. Its Instagram account is packed with useful content, including tips, tutorials, memes, and fun short videos. 

This approach takes more planning than using basic templates, but it adds value to customers and keeps followers interested in the brand. Their informative carousel posts are also easily repurposed as Instagram stories, a smart content hack to remember.

8. Dunkin

No list of top social media brands would be complete without mentioning influencer marketing, and Dunkin has nailed it. It all started with viral photos of Ben Affleck constantly drinking Dunkin iced coffee, which the brand turned into a campaign with him as their spokesperson. 

The lesson here? Collaborate with people who genuinely love your brand, if they’re loyal customers, micro-influencers, or even celebrities. Authentic partnerships help build trust and create relatable content for potential clients.

9. Spotify

Spotify uses a creative approach in its social media campaigns. Take their “2018 Goals” campaign, for example, which gained a lot of attention by combining social media, mainstream ads like billboards, and user experiences. Spotify's clever ads were displayed in public spaces, maximizing their visibility. 

Artists and Spotify users shared selfies with the ads, boosting engagement and making the campaign even more popular. This blend of online and offline marketing created a lasting impact, keeping the campaign relevant for a longer time. Spotify also offers many entertaining podcasts for users to enjoy.

What Do Most Successful Brands Have in Common?

We hope these examples of how businesses use social media for marketing gave you some ideas to improve your own social media presence. Even though their approaches vary, there are a few key things that top brands do well on social media. Here’s what they are:

Set Clear Goals

Decide what you want to achieve. Do you want to make people laugh like Wendy’s or show off your company’s friendly culture? Start by setting clear goals—maybe you want to increase followers, boost sales, or get more people talking about your brand. Once you know your goals, choose the best social networks to reach them. 

Engage with Your Audience

Creating good content is a start, but to keep people interested, you need to interact with them. Reply to comments, ask for feedback, and listen to what people say about your brand. Social listening is a big trend for 2024, and it can help shape your strategy.

Try User-Generated Content

Using content created by your users or employees is a great way to build trust. For example, share photos from a team event or encourage customers to use a fun hashtag, like GoPro does. It’s free and shows that real people connect with your brand.

Use Video Content

Don’t skip out on video. Platforms like TikTok have users of all ages, and videos get more views on Instagram, too. If you don’t want to shoot videos, motion graphics are a good option. Video content can reach a wide audience and make your brand stand out.

Be Genuine and Offer Value

Social media isn’t just for promoting products; it’s about building a brand people want to follow. Offer valuable, fun, or interesting content, and don’t be afraid to show your true personality. Authenticity goes a long way, and people appreciate brands that feel real.

Build Connections, Not Just Posts

Listen, friend, it’s easy to admire how big brands shine on social media, making us laugh, think, and feel connected. But here’s the thing: great social media isn’t just about posting. It’s about building real, lasting connections with people. Successful brands LISTEN, ENGAGE, and CREATE genuine content. 

So, let me ask you this: if you were building your brand on social media, what kind of impression would you want to leave? How would you make people feel connected? It’s worth thinking about, because building real connections can make all the difference.

FAQs

What is the most popular social media platform in 2024?

As of 2024, Facebook remains the most popular social media platform, boasting approximately 3.07 billion monthly active users worldwide. Its extensive user base makes it a central hub for personal connections, business marketing, and community engagement.

Which brand is best at social media?

Several popular brands right now excel in social media marketing, but Netflix stands out for its innovative and engaging approach. Creating relatable memes using screenshots from its shows and movies, Netflix resonates with its audience, effectively promoting its content and fostering a strong online community.

Which social media will grow in future?

TikTok has experienced significant growth and is expected to continue expanding in the future. Its short-form video content appeals to a wide audience, and its user base has been steadily increasing. Additionally, platforms like Lemon8 and Tumblr have seen notable growth, with Lemon8 experiencing a 200% increase in usage since 2023.

How to grow on social media in 2024?

To grow on social media in 2024, focus on creating authentic and engaging content that resonates with your target audience. Utilize video formats, as they continue to drive higher engagement rates. Engage actively with your followers by responding to comments and messages, fostering a sense of community.