If you're struggling to find content ideas for your business or simply want to see how you stack up against your competitors, it's important to check out what other brands are doing on social media – some are doing some truly amazing things.
The diversity of content Tick tock and Instagram It's at an all-time high, and brands are considering everything from UGC to social proof, trending memes and founder-driven content in their carefully curated content. Social Media Strategy.
To find out which brands are currently thriving with content, we've rounded up the seven top brands on social media according to the experts at Plann. From a fitness app that'll make you feel good to a skincare brand making waves with its acne patch collab, here are the brands that were voted the best brands on social media.
Brand 1: Kick
- What they're known for: Health-boosting fitness content for everyday women looking to improve their health (and how to do it while having fun).
- Key takeaway: Focus on the founders and give a behind-the-scenes glimpse into the business | Don't be afraid to be silly
- Follow us on: @kic.app on Instagram
Kic is the brainchild of Australian fitness influencers Steph Claire Smith and Laura Henshaw. The two best friends started out by offering workout advice and healthy recipes before launching the Kic app and community, which focuses on a “feel-good approach” to fitness.
According to Pran, what is Kic doing to earn the title of one of the best brands on social media? If there's one social trend that's dominating so far in 2024, it's founder and employee-driven content, and the Kic team is leading the charge. Brand Social Presence Steph and Laura appear all over the feed They often feel more like a best friend or older sister than the CEO of a successful company.
Kic isn’t afraid to do silly things to get ahead on social media. Just take a look at their social posts for their annual sale. Instead of going the traditional route with brand tiles, they Interesting reel They covered the trending song “Man in Finance,” combining a trending sound with new lyrics to immediately grab the attention of viewers and then maintained it by switching up the visual “scenes.”
As a result, the comments section was flooded with satisfied customers subscribing and resubscribing to the app.
Brand 2: Jewelry
- What is known: They spend about the same amount of time Try these beauty hacks and Playing a prank on your boss It's like selling dental and personal care products for cool girls.
- Key takeaways: Leverage self-aware content to increase brand awareness | Provide insight into your brand's office culture | Use a hook to drive virality
- Follow us on: @gem.au on TikTok
Based in Australia, Gem offers a variety of beauty products, including teeth whitening kits, toothpaste, mouthwash, deodorant, and more. While their products certainly get the attention, the real MVP here is their social media strategy, which blends employee-driven content with new product information, social proof, and trending topics in their niche.
What's unique about Jem's team is that they embrace their imperfections, even going so far as to make themselves appear to be failures in order to grab the attention of their audience. Top performing content on TikTok The video shows a confused social media manager “accidentally” distributing $2 million worth of gift certificates to his company's email database. Any savvy marketer would have seen this as a joke, but the general public didn't get it, and interest in the video skyrocketed.
@gem.au This just happened to me 😖 If you are one of the lucky ones to receive this email…Happy Birthday?! 😅 #emailmarketing #marketingfails #smallbusinessmistakes #workfails #businessfails ♬ original sound – Gem
While we can't guarantee that this strategy will result in sales, it will increase customer brand recall. Customers will either love the brand or hate it, but those who do will be sure to keep Gem in mind the next time they buy a new oral care product.
Brand 3: TBH Skincare
tbh Skincare is a fun, affordable Australian skincare brand targeted at young consumers. Their social strategy includes: Employee-Driven Contenttrending sounds and memes, and Product Specific VideosBut what they're doing is especially The key is to figure out what your audience wants and then give it to them in bite-sized chunks as a content series.
If you're scratching your head thinking “I feel like I've seen these guys somewhere before,” let us introduce you to their social media success in early 2024. Product pitch From tbh's social media manager to the executive team, the product? A limited edition acne patch in the shape of a soccer ball, created to satisfy the nation's growing obsession with the Matildas, Australia's women's soccer team.
@tbhskincare 1 like = 1 prayer 🙏 #tbhskincare #GoMatildas #pimplepatches ♬ original sound – tbh skincare
Over 20 pieces of content followed over the course of two months, with most videos racking up over 10,000 views each and a flurry of comments asking where people could buy the acne patches. We're not sure if this was a real stunt that led to a Matildas collab or a planned product launch that was marketed in a very clever way, but the acne patches must have sold out faster than Tilly's fastest player.Haley Raso Average speed: 29.65km/h(If you were wondering).
Brand 4: Nitrobar
- What they're known for: A Rhode Island-based cafe that brews bright and fun coffee and matcha-based drinks.
- Key takeaways: Provide reliable, bite-sized entertainment for your followers' days | Don't be afraid to voice your opinion on current events and trends
- Follow us on: @thenitrobar on TikTok
At Night Lobby in Rhode Island, they don't just serve caffeinated beer, but also coffee, as owner Audrey puts it:What's the strangest drink order you've received recently?Their social media strategy is based almost entirely on the visual appeal of different drink pairings, but even with a minimal variety, they manage to keep their 300,000+ followers engaged.
Nitrobar's content averages hundreds of thousands of views per video (yes, that's right), with a few reaching over a million views, usually when they highlight culturally significant moments. Clinton Cain drama In July 2024, it took TikTok by storm.
In the videoAudrey, narrating in an Australian accent, makes a terrible looking and probably tasting drink “for Kane.” Over 2 million views and hundreds of comments suggest that The Nitro Bar is effectively joining this conversation in an on-brand way.
@thenitrobar This is for @Brooke Schofield 🫡🩷 #coffeetok #clintonkane #supportsmallbusiness #newportri #providenceri #newenglandsummer #icedcoffee #rhodeislandtok #brookeschofield ♬ original sound – The Nitro Bar
Nitro Bar does this well and without repercussions because their brand persona is sassy and not too serious: If your brand has a similar tone, consider trends you can leverage to grow your following and increase engagement.
Brand 5: Strong Pilates
- Known for: Charming female Pilates fans with relatable, hilarious content.
- Key Takeaway: Increase Engagement with Trending Sounds | Say What Your Customers Are Thinking
- Follow us on: @strongpilates on TikTok
Founded in Australia in 2019, Strong Pilates is one of the best-known reformer studio franchises in the world, and its social media content reflects its reputation as a trendsetter. Among the behind-the-scenes videos and snapshots of lively classes are funny Pilates memes and Trending Sounds.
@strongpilates What's gotta be done, gotta be done 🤛 #pilatesworkout #athomeworkout #pilateshumour #pilatestiktok #strongworkout #pilates ♬ original sound – Marian Rivera
Brand 6: Fate the Label
- What it is: Hilarious, employee-led content that takes you behind the scenes at the Australian fashion label's offices and warehouse.
- Key takeaways: Engage your customers | Set your own social trends | Spotlight your team, including their shortcomings
- Follow us on: @faytlabel on TikTok
Today's top brands on social media do well with founder and employee-driven content, and Fayt the Label has consistently excelled at this. Set in their warehouse and headquarters in Newcastle, Australia, their videos are created with the simple premise of founder Brittney Sanders (an OG YouTube influencer) and her team having fun at work. This helps viewers feel attached to the brand and perceive it as trustworthy and honest.
@faytlabel A customer ordered 38 of the same item and I thought this must be a scam!! Turns out she ordered work clothes after all. How symbolic?! Thank you so much Taylor. I hope you like the extra items I included with your shipment. I'd love to see some photos of your staff 😍 📸♬ Original Sound – faytlabel
Who came up with the idea for the Fate trend? Packing warehouse orders The on-camera videos deserve a raise because they're the brand's best-performing videos: They show a glimpse into the warehouse, show off Fate's products and build anticipation for viewers to see their orders packed on-camera.
This oneThe video, which has been viewed 5.2 million times, shows Sanders adding a Feint giveaway to an order of 38 shirts, with viewers baffled by the bizarre detail in the comments section and returning to watch more pick-packing videos.
Brand 7: Sweet Green
- Known for: Serving up mouth-watering salads accompanied by viral internet trends, beautiful cooking videos, and sweet memes.
- Key takeaways: Define separate (but complementary) strategies for TikTok and Instagram | Engage influencers and UGC creators to build social proof
- Follow us on: @sweetgreen on TikTok and Instagram
While you'll find that many brands focus solely on one platform, what we think is great about US-based salad chain Sweetgreen's social presence is their love for both TikTok and Instagram. Each channel has a tightly knit, effective strategy with diverse content, but the brand's voice remains the same no matter where you consume the content.
Sweetgreen's strategy also makes use of a lot of great user-generated content and influencer-driven content. Video Stitching From other TikTok creators, in collaboration with beauty experts Salad style makeupor share something beautiful User-Generated Content RoundupSweetgreen's take on social proof is perfect: by showing satisfied customers enjoying their product, the company is building a positive brand reputation and breaking down barriers between potential customers and their first (or next) Sweetgreen salad.
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Whether you’re struggling to keep up with the fast pace of social media or simply want to spend more time growing your business and focus on tasks that take place offline, Plann’s various features can help you save time with an automated social media strategy.
From AI-generated subtitles From cross-posting to analytics to hashtags, Plann helps you maintain a consistent posting schedule while focusing on growing your business. Auto-post Instagram Reels It takes the hassle out of growing organically on the platform.
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