Top 12 Companies That Use Social Media Well

Companies that use social media well understand how to connect with their audience in exciting ways. These brands create content that feels personal, fun, and valuable. No matter if you're a small business or a large corporation, learning from companies that use social media well can help you grow your online presence. In this article, we’ll dig in to 12 companies that use social media well, their key strategies, and what you can learn from them.

1. Nike: Celebrating Athletes Over Products

Nike is one of the top companies that use social media well. With millions of followers, they focus on storytelling rather than direct product promotion.

• Key strategies:
  1. Showcases athletes and real stories instead of just products.
  2. Builds emotional connections through inspirational content.
  3. Adapts platform use (quiet on Facebook, active on Instagram).

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For more insights, check out Nike's social media approach.

2. Use Assembo.ai to Create Custom Backgrounds

Assembo.ai helps brands visualize social media content with professional AI-generated backgrounds. Companies that use social media well often rely on high-quality visuals.

• How it works:
  1. Upload your product or brand image.
  2. Select from AI-generated backgrounds.
  3. Download ready-to-post social media visuals.

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Learn more about Assembo.ai's features.

3. GoPro: Mastering User-Generated Content

GoPro stands out among companies that use social media well by featuring customer adventures.

• Why it works:
  1. #GoPro hashtag has 20M+ uses.
  2. 90% of content comes from users.
  3. Shows products in real action scenarios.

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See examples at GoPro's Instagram.

4. Wendy's: The Roast Master

Wendy's Twitter account shows how companies that use social media well can use humor.

• Key tactics:
  1. Playful roasting of competitors.
  2. Quick, witty responses to followers.
  3. Annual #RoastDay event generates massive engagement.

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Read about Wendy's social media success.

5. Duolingo: Viral TikTok Star

Duolingo's green owl mascot makes it one of the most exciting companies that use social media well.

• What they do:
  1. Jumps on trending sounds and memes.
  2. Gives their owl mascot a bold personality.
  3. Gained 4.8M TikTok followers in 2 years.

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See their TikTok success story.

6. Chipotle: TikTok Challenge Pioneer

Chipotle was an early adopter among companies that use social media well on TikTok.

• Winning moves:
  1. #GuacDance challenge got 430M views.
  2. Uses memes and humor in responses.
  3. Apologized for sold-out guac with a pun.

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Learn about Chipotle's viral campaigns.

7. Airbnb: Visual Storytelling

Airbnb excels at showing dream destinations rather than selling rooms.

• Their approach:
  1. 90% user-generated travel photos.
  2. City Guides narrated by destinations.
  3. Different content for each platform.

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Explore Airbnb's Instagram.

8. Dove: Purpose-Driven Content

Dove stands out among companies that use social media well with meaningful campaigns.

• Key initiatives:
  1. #RealBeauty challenges stereotypes.
  2. Shares unfiltered customer stories.
  3. Focuses on confidence over sales.

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Read about Dove's campaigns.

9. Glossier: Customer-Created Content

Glossier built a beauty empire by featuring real customers.

• Their formula:
  1. User reviews over professional models.
  2. #GlossierRep program for micro-influencers.
  3. Makes customers feel like co-creators.

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See Glossier's strategy.

10. Spotify: Data-Driven Personalization

Spotify's Wrapped campaign makes it one of the most creative companies that use social media well.

• Why it works:
  1. Turns user data into shareable stories.
  2. Creates FOMO with limited-time access.
  3. Users promote the brand for them.

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Learn about Spotify Wrapped.

11. Netflix: Meme Machine

Netflix uses its own content to create viral memes.

• Their method:
  1. Only uses scenes from Netflix shows.
  2. Jumps on trending topics fast.
  3. Makes binge-watching relatable.

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See Netflix's meme strategy.

12. Gymshark: Building Fitness Tribes

Gymshark grew through influencer communities.

• Their playbook:
  1. Partners with fitness creators.
  2. #Gymshark66 challenge builds habits.
  3. Makes customers feel like team members.

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Read about Gymshark's growth.

Key Takeaways

Companies that use social media well share common traits:

1. They know their audience deeply
2. They create platform-specific content
3. They prioritize authenticity over sales
4. They turn customers into brand ambassadors

Start applying these lessons to level up your social media game today.

More Resources

• Social media design tips
• Building online communities
• Viral content strategies