Post Performance Report

The great debate of 2026: Is it okay to use AI to create content? We’re living in the age of infinite content creation to match our endless scrolls. But as social content becomes easier to produce at scale, research suggests that audiences want human-driven posts.

Team Sprout compiles the best brands on social in 2025—the ones that stopped us mid-scroll, that we shared with anyone who’d listen and were so unexpected we couldn’t stop talking about them.

These nonprofits use social to its full potential, building strategies that increase discoverability, boost grass-roots fundraising efforts, and make education and resources more accessible.

Despite legal red tape and executive apprehension, these brands in regulated industries are leading the way on social—redefining the channel for their sectors. Institutions of all kinds should take note.

From welcome week highlight reels to campus tours, these institutions’ content sets the tone for the student experience, while also fueling recruitment efforts, fundraising and alumni engagement.

Managing bold social strategies in a regulated industry comes with plenty of challenges. These healthcare organizations break through with content that builds patient trust and combats misinformation.

Nobody puts influencers in a (social) corner. See which brands are maximizing their collaborations through IRL events, product development and more.

Consumers are spending more time on experimental, niche networks. Follow the lead of these brands staking their claim on new platforms.

Dive into our lineup of brands whose original content has helped them amass loyal followings, and learn what you can do to carve out your own content niche.

With a focused executive social strategy, leaders amplify visibility and deepen connections with customers, employees, investors, media and partners. Here’s our lineup of executives who are the most effective on social.

The ‘ber months are always something to celebrate, whether your audience is clinging to pumpkin spice or ready for Christmas. Here’s a lineup of brands maximizing social holiday marketing.

No place exudes the back-to-school feeling as strong as university campuses. See which institutions are curating the perfect balance of school spirit, entertainment and academic opportunity on social.

There’s a misconception that B2B brands have no place on social media—these brands prove how this couldn’t be farther from the truth.

Survey data shows that consumers want to see brands feature frontline employees more in their social content. See how these brands turn the spotlight on their people.

Brand partnerships are a tried-and-true marketing play. But social media has added a new dimension to these efforts thanks to voice-of-customer data.

From sponsorships to sporting events, brands are turning IRL moments into opportunities for meaningful community engagement on social.

Despite the polarizing nature of AI, these brands are finding a way to cut through the negative chatter and use it to their advantage.

81% of marketers agree influencer marketing is an essential part of their social strategy. See who’s making the most of their partnerships.

We scoured the internet looking for brands across industries—from pet products to business software to car insurance—who shine when responding on social.

New Year’s resolution: Learn from the greats. Discover how brands like Auntie Anne’s, Topicals and UPS started the year strong on social.