4 min
In 2025, social media is not just another checkbox in your marketing strategy—it’s a powerful tool to build meaningful connections and drive real business results. Gone are the days when posting for the sake of posting was enough. Today, the brands that thrive use social platforms as powerful tools to foster loyalty, generate revenue, and create lasting impact. Whether through engaging stories, entertaining content, or purpose-driven messaging, social media is where brands meet their customers in moments that matter.
So, what does it take to not just survive but thrive in this space? Let’s look at six brands that are mastering the art of social media and uncover the strategies they use to stand out. From leaning into humor and cultural trends to leveraging influencer collaborations, these brands show us what’s possible when creativity meets intentionality.
1. Omsom: Bold and Culturally Rich Branding
What They’re Doing:
Omsom, an Asian pantry starter kit brand, infuses their social media with unapologetically bold visuals and culturally rich storytelling. They actively celebrate their roots, their co-founder's 2019 journey, and their community with a fresh, modern voice.
Results:
• 78,000 followers on Instagram and 24,000 followers on TikTok
• Viral posts during campaigns like "Spicy Week," generating over 50,000 likes and hundreds of comments
• Features in Vogue, The New York Times, and Food and Wine after going viral on social media
• Sold out limited-edition product lines within hours, driven largely by Instagram engagement
Audience Reception:
Their audience resonates with their celebration of Asian culture and vibrant, cheeky tone. Fans love the authenticity and often tag friends in comments, helping grow the brand’s organic reach.
Key Takeaway:
Celebrate your roots. Emphasizing your brand’s unique story and cultural authenticity can build a deep connection with your audience.
2. Drunk Elephant: Playful Skincare Transparency
What They’re Doing:
Drunk Elephant, a skincare brand, uses Instagram and TikTok to educate followers about their products in an approachable, playful way. They blend colorful visuals with no-nonsense ingredient transparency, positioning themselves as both fun and trustworthy.
Results:
• 2 million followers on Instagram and 1.3 million followers on TikTok
• Consistent engagement rates above 5%, well above the industry average
• Significant traffic to their website from social campaigns highlighting new product launches
• Has become a prominent beauty brand for tweens and teens–a highly coveted and profitable market share
Audience Reception:
Fans love the brand’s colorful aesthetic and transparency. Comments often reflect appreciation for their straightforward ingredient breakdowns and creative campaigns.
Key Takeaway:
Education doesn’t have to be boring. Marry expertise with playfulness to create content that both informs and entertains.
3. Duolingo: The Meme Machine
What They’re Doing:
Duolingo’s TikTok account is a masterclass in embracing platform culture. Their mascot, Duo the Owl, stars in quirky, irreverent, and sometimes absurd skits that tap directly into viral trends. By leaning into humor and relatability, Duolingo has cultivated a cult following.
Results:
• 14 million followers on TikTok and 3.6 million followers on Instagram
• Millions of video views on average, with some content exceeding 10 million views
• Collaborations with brands like Scrub Daddy, Genshin Impact, and Netflix to increase audience growth and diversify product offerings
• Elevated brand awareness, especially among younger audiences
Audience Reception:
Fans love Duolingo’s self-aware humor, with comments flooding in to praise their creativity and playfulness. They’ve turned a language-learning app into a pop culture phenomenon and rebranded what was once a tedious task into a fun part of their user’s day.
Key Takeaway:
Don’t be afraid to embrace humor and trends. A playful, authentic approach can make your brand more relatable and shareable.
4. Glossier: Community-Led Content
What They’re Doing:
Glossier’s social media strategy prioritizes user-generated content (UGC) and customer stories. In fact, UGC makes up about 33% of all of their in-feed posts! They regularly repost customer selfies and testimonials, making their community feel like the face of the brand.
Results:
• 3.1 million followers on Instagram and 963,000 followers on TikTok
• A 20% increase in customer retention year-over-year
• Their Pinterest account attracts over 1 million monthly visitors
• High engagement rates, with UGC posts receiving significantly more likes and comments
Audience Reception:
Glossier fans feel seen and celebrated. By spotlighting real customers, the brand has fostered a loyal community that serves as organic ambassadors.
Key Takeaway:
Empower your audience to become part of your story. UGC not only builds trust but also turns customers into advocates.
5. Who Gives A Crap: Mission-Driven Humor
What They’re Doing:
This eco-friendly toilet paper brand leverages humor and mission-driven content to engage followers on Instagram. They tackle a mundane product with wit, quirky visuals, and consistent messaging about sustainability.
Results:
• 344,000 followers on Instagram
• Consistently high engagement, with some posts achieving 8% engagement rates
• Increased brand awareness, becoming synonymous with eco-conscious household products
Audience Reception:
Fans adore their lighthearted humor and support for sustainable living. The brand’s comments section is often filled with laughter and pledges to "switch" to their products.
Key Takeaway:
Don’t take yourself too seriously. Humor can be an excellent vehicle for promoting even mission-driven products.
6. Brightland: Aesthetic Lifestyle-Driven Content
What They’re Doing:
Brightland, an artisanal olive oil brand, creates a premium feel with an Instagram feed full of minimalist, high-end visuals. They share recipes, partner with chefs, and showcase their products as staples of a sophisticated kitchen.
Results:
• 179,000 followers on Instagram and 16,000 followers on TikTok
• High engagement on posts featuring recipes and beautifully styled product shots
• A notable campaign combining micro-creator content with traditional assets resulted in a 25% increase in attributed purchases and a
20% reduction in cost per attributed purchase
Audience Reception:
Fans view Brightland as more than olive oil; they see it as a lifestyle choice. Comments often mention the beauty of the product and inspiration from recipe ideas.
Key Takeaway:
High-quality visuals, aspirational content, and collaborations with trusted influencers can elevate even niche products into must-haves. Instead of focusing on simply marketing your product, lean into marketing the lifestyle surrounding your product to capture a larger audience.
Bringing It All Together
These six brands prove that thriving on social media isn’t about following a formula—it’s about understanding your audience, owning your brand’s unique voice, and delivering content that resonates. Whether you’re leaning into humor, purpose, community, transparency, or aspiration, the key is to stay authentic and strategic.
Want to incorporate one of these brand’s strategies into your social media playbook? Deksia can help. Let’s start the conversation.