Top Brands That Excel at Social Media in 2024

Studying the Best Social Media Brand Strategies in 2024

In today’s hyper-competitive digital marketing ecosystem, standout performance on social platforms has become critical for growth, visibility, and customer loyalty. By examining brands that are good at social media, you can decode the winning formulas behind their success — from platform-specific tactics to voice, visuals, and community engagement methods. This guide unpacks the strategies that leading brands are using in 2024, so you can model them, adapt to your niche, and drive measurable results.

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Why Studying Successful Brands’ Social Media Strategies Matters

In the fast-paced digital marketing landscape of 2024, staying ahead on social media is no longer optional for brands — it’s essential. Studying brands that are good at social media provides valuable insight into strategies, tactics, and trends that engage audiences effectively across platforms like Instagram, TikTok, X (formerly Twitter), YouTube, and emerging networks.

By analyzing these top performers, you can uncover patterns in creativity, consistency, and community-building that help translate clicks into conversions, followers into advocates, and campaigns into long-term business growth.

Whether you’re a startup or an established company, reverse-engineering what works for market leaders can dramatically improve your own social presence.

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Criteria for "Good at Social Media"

Before diving into specific examples, it’s important to define the benchmarks that indicate a brand excels in this space. In 2024, success depends on multiple factors:

Engagement

Great brands spark two-way conversations, encourage participation, and earn high interaction rates per post.

Creativity

Unique concepts, visual storytelling, and trend adaptation set brands apart from the noise.

Consistency

Regular posting schedules and a cohesive brand voice ensure audiences know what to expect.

Authenticity

Transparency, relatability, and humanized communication foster real connections.

ROI

Efforts must lead to measurable returns — be it brand awareness, customer acquisition, or sales.

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Nike – Storytelling and Emotional Brand Building

Nike continues to master emotional storytelling. Their campaigns blend powerful video content, athletes’ personal journeys, and motivational messaging.

• Strengths:
• High-quality visuals tied to seasonal sports events.
• Emotional arcs that resonate beyond products.
• Global consistency while localizing cultural nuances.

For example, Nike’s “You Can’t Stop Us” campaign fused split-screen editing with cross-sport diversity — becoming a landmark in brand-centric storytelling.

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Netflix – Relatable Humor and Trending Memes

Netflix dominates social feeds with culturally relevant humor, meme-based content, and quick-witted references to trending shows.

• Strengths:
• Agile content creation matching cultural moments.
• Social-first trailers optimized for vertical video.
• Use of community memes to encourage sharing.

They treat followers like friends, making pop culture a shared inside joke.

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Wendy’s – Witty, Bold Brand Voice and Real-Time Engagement

Wendy’s has turned Twitter banter into a brand-building weapon. Their roasts, challenges, and playful taunts make them highly shareable.

• Strengths:
• Bold personality that matches target demographic.
• Fast social media response time.
• Campaigns like “National Roast Day” keep fans returning.

By showing personality, Wendy’s proves brands can win attention by breaking traditional formalities.

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Glossier – UGC-Driven Marketing and Community Engagement

Glossier amplifies customer voices through user-generated content (UGC), reposting beauty routines and authentic reviews from real fans.

• Strengths:
• Community-first approach.
• Social features like Q&As and polls for feedback.
• Lifestyle integration beyond the core product.

Their strategy transforms followers into brand co-creators, boosting loyalty and authenticity.

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Duolingo – TikTok-First Strategy with Mascot Personality

Duolingo’s green owl mascot is the face of one of TikTok’s most-followed brand accounts.

• Strengths:
• Humor-led, self-aware skits tailored to TikTok culture.
• Strong character consistency.
• Not afraid to poke fun at itself.

This approach humanizes the brand, making language learning unexpectedly entertaining.

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Airbnb – Aspirational Visuals and User-Generated Travel Stories

Airbnb’s visual storytelling inspires wanderlust through professional and user-submitted travel photography.

• Strengths:
• Curated guest stories to promote destinations.
• Visual-rich feeds on Instagram and Pinterest.
• Highlighting local culture and unique stays.

This not only promotes listings but also positions Airbnb as a lifestyle brand for explorers.

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Ryanair – Humor and Meme Content for Aviation

Ryanair’s edgy use of TikTok memes and self-deprecating humor flipped the script for the airline industry.

• Strengths:
• Breaks corporate tone norms.
• Plays on common customer experiences with wit.
• Fast adaptation to trending audios and formats.

By joining the meme economy, they’ve tapped into millions of organic shares.

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Gymshark – Influencer Partnerships and Inspirational Fitness Content

Gymshark’s meteoric rise was fueled by fitness influencers and a highly aesthetic social feed showcasing workout motivation.

• Strengths:
• Influencer collaborations aligned with brand values.
• High-video production quality for YouTube and Instagram Reels.
• Community-driven challenges.

Gymshark’s approach emphasizes building a tribe, not just selling apparel.

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Sephora – Educational Content and Inclusive Beauty Representation

Sephora balances product promotion with beauty tutorials, skin-care tips, and inclusive representation.

• Strengths:
• Tutorials positioned as educational resources.
• Representation across ethnicities, skin tones, ages, and genders.
• Interactive live-stream shopping experiences.

By addressing diverse beauty needs, they position themselves as an inclusive beauty leader.

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LEGO – Nostalgic Creativity and Cross-Generational Targeting

LEGO’s social media appeals to both children and adults, tapping into nostalgia and creativity.

• Strengths:
• Challenges and build inspiration for fans.
• Cross-generational appeal through partnerships (e.g., Star Wars releases).
• User showcases to celebrate fan creations.

They cleverly merge playfulness with product relevance, driving both engagement and community loyalty.

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Key Lessons from Top Social Media Brands

These brands succeed because they balance personality, strategy, and empowerment of their community. Here’s a quick summary of lessons you can apply:

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Conclusion: Adapt Strategies for Your Own Growth

In 2024, being “good at social media” isn’t about chasing followers — it’s about fostering meaningful connections while driving measurable impact. The brands above demonstrate that success comes from blending creative expression with strategic intent.

To adapt these ideas for your own brand:

1. Find your voice — from sassy to soulful, own it.
2. Use multiple formats — short-form video, carousel posts, Stories.
3. Encourage community creation — repost and celebrate user content.
4. Act fast on trends — speed is everything in the meme economy.
5. Measure and adjust — track engagement and conversions to refine.

By taking cues from Nike’s storytelling, Duolingo’s humor, Glossier’s authenticity, and LEGO’s creativity, you can craft an online presence that not only wins attention but also builds a loyal, engaged audience.

The top brands that are good at social media prove that success is a blend of clarity, courage, and creativity. Start applying these principles now to elevate your social channels, increase engagement, and turn followers into enduring brand advocates.