In today’s digital landscape, social media platforms are indispensable for brands aiming to connect with millions, build loyal audiences, and foster community around their products and philosophy. With over 45 million social media users in the UK alone, and more than 73% of marketers recognizing the effectiveness of social media marketing, the potential to reach your target audience, drive traffic, and boost conversions is immense.
But how do you cut through the noise and stand out as a top brand on social media? This article showcases some of the most exciting, engaging, and forward-thinking brands that excel in their overall social media strategies, not just on individual platforms. Get ready to be inspired by leaders in eCommerce, Beauty, Skincare, B2B, Travel, Food & Drink, and more. Let’s dive in!
Best eCommerce Brands on Social Media
ASOS
ASOS is a leading online fashion & beauty retailer based in the UK, offering both its own brand and over 850 other labels. They have solidified their position as one of the top fashion eCommerce giants globally.
ASOS leverages Snapchat for its young adult demographic, focuses on user-generated content (UGC) and customer outfit posts on Instagram (cross-posted to Facebook), and utilizes TikTok for engaging, trend-driven styling videos. For instance, their “Outfits Inspired by Phoebe Buffay” TikTok became a top performer by blending outfit inspiration with a popular cultural reference. Similar success is seen with videos recreating supermodel looks, demonstrating their ability to tap into searchable content trends.
Love Leggings
Love Leggings, a UK-based brand, champions inclusivity by providing comfortable, confident, and complete coverage leggings for all women.
Their social media strategy perfectly aligns with this philosophy. They build a vibrant community by sharing UGC of happy customers across Instagram and Facebook, engage in feedback and conversations on Twitter, and inspire their audience with visually rich content on Pinterest.
Corston
Corston specializes in interior detailing, offering design-led fixtures and fittings that provide those crucial finishing touches for a distinctive home.
Their social media strategy heavily emphasizes visual storytelling. Platforms like Instagram, Facebook, and Pinterest are used to showcase their high-end products through captivating house and room inspiration pictures, along with detailed close-up shots that highlight their unique craftsmanship.
Best Beauty & Skincare Brands on Social Media
MESOA
MESOA is a premium skincare brand specifically designed for men, dedicated to providing optimal products for various skin types and promoting effective male skincare routines.
Across platforms like TikTok, Facebook, Twitter, and Instagram, MESOA educates its audience on product usage, ideal choices for specific skin types and concerns, and other valuable information for comprehensive skin health. Their TikTok content, for example, shares insightful facts about men’s skin while cleverly integrating brand product showcases.
Lush
Lush, the renowned UK cosmetics retailer, rose to fame with its iconic bath bombs and continues to offer a wide array of cruelty-free, handmade products, including soaps, face masks, and makeup.
On Instagram, Facebook, Pinterest, and YouTube, Lush effectively promotes its products and distinctive brand philosophy. Their TikTok presence features engaging product reviews and trending videos that often incorporate user-generated content. A prime example is a TikTok video that skillfully combines the popularity of Ru Paul’s latest season with an end-of-day routine showcasing Lush products. This perfectly illustrates their knack for creating relevant, entertaining content while subtly promoting their brand.
The Inkey List
The Inkey List is an affordable skincare brand committed to making skincare accessible, straightforward, and educational, empowering its audience to achieve optimal skin health.
Across their social media platforms (Instagram, Twitter, Facebook), they consistently share educational content on various skin types and concerns. They also provide guidance on building effective routines, host professional guests for expert advice and skincare lessons, recommend the best products for specific needs, and introduce new offerings. A great example is their comprehensive guide to Dark Spots, which explains different types, offers advice, highlights effective ingredients, and recommends their own targeted products—seamlessly blending valuable educational content with product promotion.
Fenty Beauty
Fenty Beauty, the groundbreaking cosmetics and beauty brand founded by Rihanna, rapidly achieved widespread popularity for its extensive range of foundation shades, championing inclusivity for all skin tones.
Their content consistently emphasizes inclusivity and the celebration of diverse beauty. Instagram, Facebook, and Twitter feeds prominently feature user-generated content and new product announcements, while their TikTok is a hub for behind-the-scenes glimpses, product reviews, and more UGC. Furthermore, YouTube serves as a platform for sharing professional tutorials and product demonstrations by Rihanna herself and other notable beauty personalities. An excellent example is their collaboration with beauty YouTuber Alexandra Anele, who, with nearly a million subscribers, created a makeup tutorial using Fenty Beauty products, effectively amplifying the brand’s reach and credibility.
Best Travel Brands on Social Media
Choose A Challenge
Choose A Challenge actively uses Instagram and Facebook to captivate potential travelers, sharing inspiring content and relatable memes that resonate strongly with younger audiences.
A prime example is their Instagram Carousel featuring highly relatable statements about common travel experiences. This content fosters strong audience connection, encouraging saves and shares with friends, thereby significantly boosting the brand’s organic reach.
Airbnb
Airbnb, the global platform for unique accommodations, connects travelers with diverse home rentals worldwide and promotes engaging tourism activities.
On Instagram, Twitter, and Facebook, they skillfully promote featured properties using compelling user-generated content, tagging locations, and linking directly in their bio. Their Pinterest page serves as a valuable resource, offering inspiration and tips for hosts to enhance their listings and appeal to a broader audience. A notable campaign involved promoting a temporary Airbnb inspired by Winnie the Pooh’s house, a unique stay that generated significant buzz and bookings, showcasing their innovative marketing.
Booking.com
Booking.com is a premier online travel agency, assisting customers in discovering a vast array of transportation and accommodation options for their holidays.
Their YouTube channel delivers engaging short-form city guides and inspirational promotional videos. On Instagram, Facebook, and Twitter, they highlight various destinations, offering insights into local activities and accommodation choices. Their Pinterest presence is robust, featuring curated lists of top accommodations for cities, hotels categorized by type and location, and comprehensive guides on things to do and see. A clever example of their timely content creation was an Instagram post promoting a Spanish location remarkably similar to a setting in the popular “Squid Game” series, humorously asking if customers would dare to visit.
Best B2B & SaaS Brands on Social Media
Drift
Drift is a pioneering B2B company specializing in conversational marketing and sales technology.
They maintain a strong LinkedIn presence to attract new potential customers and feature a vibrant YouTube channel where they share expert advice and insightful conversations with business owners. These video snippets are often repurposed and shared across Facebook, Instagram, and Twitter, maximizing their content’s reach and impact.
Gong
Gong is a B2B company offering an innovative service that analyzes customer-facing interactions—including phone calls, emails, and web conferences—to extract valuable insights and drive business growth.
They leverage LinkedIn to connect with potential clients and expand their business network. On Twitter, Facebook, and Instagram, Gong shares expert advice, best practices, and occasionally injects humor with witty posts to keep content engaging and aligned with current social trends.
MailChimp
Mailchimp is a widely used email marketing service and automation platform that empowers businesses to create contact lists and execute effective email campaigns for their customers.
Mailchimp maintains a vibrant presence on Instagram, Facebook, and Twitter, actively participating in current conversations and increasing brand visibility. For educational content aimed at enhancing email marketing strategies, they provide comprehensive tutorials and valuable advice on Pinterest and YouTube.
Best Food & Drink Brands on Social Media
Johnnie Walker
Johnnie Walker stands as the world’s best-selling Scotch Whisky brand, offering a diverse range of premium Scotch whiskies that they actively promote across all their digital platforms.
Through Facebook, Instagram, YouTube, and Twitter, they showcase their extensive product line and inspire consumers with easy-to-recreate cocktail ideas, fostering engagement and brand loyalty.
Waitrose
Waitrose, the esteemed groceries retailer owned by John Lewis, operates throughout the UK and is celebrated for its commitment to high-quality products and an exceptional wine selection.
Their social media channels (Instagram, Facebook, Twitter, Pinterest, YouTube) consistently feature inspiring recipe ideas that ingeniously incorporate their products, effectively promoting sales while providing valuable content to their audience.
Nuts Pick
Through their vibrant platforms (Instagram, Pinterest, Facebook, Twitter), Nuts Pick effectively promotes their range of nut products. They do this by sharing delicious recipe ideas, engaging humorous animal pictures, and educating their audience about the extensive nutritional benefits of incorporating nuts into their diet.
How to Become a Top Social Media Brand
The brands highlighted above exemplify successful social media strategies, demonstrating how to effectively utilize each platform to foster engagement, drive conversations, and generate valuable traffic. Their success underscores several key principles for any brand aspiring to excel online:
- Strategic Consistency: Develop a robust social media strategy that ensures consistent messaging and content delivery across all platforms, aligning with clear marketing goals.
- Brand Personality & Value: Maintain a distinct brand personality and image while consistently delivering value to your audience, whether through educational content, entertainment, or inspiration.
- Reactivity & Trend Adoption: Stay reactive to current events and quickly identify emerging trends to keep content relevant and engage with your audience’s evolving interests.
- Audience-Centric Content: Prioritize creating content that truly resonates with your target audience, encouraging interaction, shares, and community building.
By implementing these practices, brands can cultivate a powerful social media presence, turning followers into advocates and driving long-term success.
