PPR special edition: The best brands on social media in 2024

It’s time for a special edition of the Post Performance Report (PPR), a series where we showcase social media posts and campaigns inspiring us, and explore what makes them so genius. We unpack how your brand can use these examples to spark your own scroll-stopping ideas—while maximizing your budget and doing more with less.

In this end-of-year lineup, we’re sharing the best brands on social media in 2024, according to members of Team Sprout. The ones that stopped us mid-scroll, that we shared with our friends, family and colleagues, and were so good and unexpected we couldn’t stop talking about them.

Some of these brands might look familiar, as they’re staples on the Insights blog. But others are local gems and niche treasures. Without further adieu, here are our choices for best brands and campaigns of 2024, listed by industry.

Food & beverage brands making a splash where it’s least expected

When you picture food and beverage marketing, usually mouth-watering professional images come to mind. Maybe the occasional irreverent or sexually explicit brand voice. But our favorite, most memorable brands this year found their stride on emerging networks and unexpected places.

Surreal Cereal: The unusual LinkedIn darling

Surreal Cereal, the high protein, low sugar cereal, uses LinkedIn to draw attention to its latest product launches, brand partnerships, out-of-home advertising campaigns and to comment on the oddities of office culture.

Cat Anderson, Sprout’s Director of International Marketing, lays out what makes their content so eye-catching. “Surreal Cereal uses LinkedIn in the most unusual, standout way I’ve ever seen. They write these meandering 35-slide carousels that dare the viewer to stop reading. They weave in the product somehow, on one of the very last slides.”

The surprising nature of both Surreal Cereal’s content and their platform of choice is more calculated than it seems. According to The 2024 Content Strategy Report, almost half of Gen X and Millennials use LinkedIn—yet, there’s only one incredibly memorable cereal brand on the platform.

Rachael Goulet, Sprout’s Director of Social Media, speaks to the importance of diversifying your network strategy to beat oversaturation. “If you and your competitors are all vying for consumer attention in the same place, you make it harder to secure a following, engagements and conversions. Plus, you’re leaving opportunities on the table to connect with your audience. Instead of only joining the masses, learn more about how your audience uses other networks, and create space in your strategy and on your team for experimentation.”

The play: If you’re getting lost in the algorithm, try cultivating community on new networks. The key to replicating a strategy like Surreal Cereal’s is maintaining your brand voice and aligning with your audience’s interests. That doesn’t mean strictly following platform norms. In fact, it can mean just the opposite.

Beyond Meat: Spiraling on Threads

Beyond Meat is known for being disruptive. As the first public plant-based meat company, they’re no stranger to drawing attention. While we’ve seen many brands build best-in-class Threads strategies the past few years, Beyond Meat offers an inventive take on the “unhinged” persona.

Unhinged brand voices are rampant on platforms like X and TikTok, but many brands take a more buttoned-up approach to Threads. Beyond Meat’s posts more closely resemble a stream of consciousness than a thorough marketing plan. Rather than promote its products, this approach builds camaraderie among the chronically online.

At first glance it’s easy to assume Beyond Meat’s Threads method is just fun for the sake of fun. But it seems to be part of a larger play to skyrocket the brand back into public dialogue. After a historic IPO, the brand was assailed by a campaign attacking the healthiness of its products. This year, Beyond Meat has been recouping positive sentiment losses and successfully rebounded its earnings.

The play: Introducing an unhinged social persona isn’t easy to do well. Mainly because it’s been done so many times already and without a clear purpose. Beyond Meat found the white space on Threads, which helped. But, if you look more closely, they also carefully reinserted themselves back into online culture and wove together a community of fans—which was part of a larger, big-picture marketing effort.

McDonald’s x Mets: Grimace, the MLB MVP

McDonald’s took the internet by storm the past few years by bringing back their character Grimace. The giant purple being became a viral sensation after the Grimace Shake trend erupted on TikTok in 2023.

In 2024, Grimace (and McDonald’s) partnered with the New York Mets baseball team. It all started when Grimace threw out the first pitch at a Mets game that prompted a seven-game winning streak. Since then, the adorable purple blob became a fixture at Mets games and now even has an honorary seat in their stadium.

The partnership led to other IRL activations and content, like a takeover of a 7 Train and fans dressing like Grimace at games. As Olivia Jepson, Senior Social Media Strategist at Sprout, says, “The fan culture surrounding Grimace and the Mets is unmatched. This partnership is even spawning more partnerships, like with the Metropolitan Transportation Agency, creating an entire Grimace universe.”

The play: Most people didn’t predict Grimace becoming a sports icon and the unofficial mascot of the Mets would be on their 2024 bingo card. Though unexpected, the brand partnership—like all great collaborations—was organic and driven by fans. When forging your next partnership, listen to what your audience wants above all else.

Electronics & technology companies who let humans shine

When you Google “how do tech companies use social media?,” the first result tells social marketers to post about products, services and research developments.

Technically yes, that’s true, they should do that. But it’s just as (if not more) important to showcase how these advancements help humans—putting people at the center of the story.

Humanizing a brand on social is key to fostering trust. Almost 80% of consumers agree a brand’s social presence has a larger impact on whether or not they trust that brand compared to 2023, per the Q1 2024 Sprout Pulse Survey.

Here are brands putting the person back in personal technology.

Currys: Going all-in on employee-led original content

Currys is the leading omnichannel retailer of technology products and services in the UK and Ireland. The first Currys store opened in 1884 as a bicycle-building business. Like personal technology, the brand has grown and evolved greatly in the past 140 years.

Currys is a case study in how to bring an established brand into the social media sphere by appealing to audience interests, humanizing the brand and establishing trust with new generations. “Currys is killing it on social—which might seem surprising for a legacy British electronics store. They go all-in on employee-led content and do it well. They also understand their audience. For example, they know that air fryers are in hot demand, so they feature them heavily in their content,” says Anderson.

The formula goes far beyond just showcasing their products and employees. Currys uses a specific flavor of humor and trending formats (when they make sense for their brand) to illustrate their grasp of online culture. But the truly legendary part of their formula is their employees—from their delivery and comedic timing, to how much fun they seem to be having making the content.

The brand boasts 345 million followers on TikTok, YouTube and Instagram, the top platforms for Gen Z. Their exceptional online presence may be translating to increased brand awareness and revenue by prompting more people to visit their stores.

The play: Understanding your audience—their interests, sense of humor and niches—is the most important part of creating a social strategy. Take a cue from Currys and embed your content with nods to cultural touchstones that resonate with your audience. Note: This method isn’t reserved for Gen Z. You can use humor and inside jokes to reach Millennials, Gen X and Boomers.

Canva: Their team brings the hype to product launches

Canva’s design platform offers templates and tools for creating graphics across marketing channels. The Australian brand is especially beloved by marketers, like the ones who created this list.

Apart from their product capabilities, Canva understands how to speak about their technology in a way that conveys value to their day-to-day users. As Aisha Quas, Senior Brand Communications Strategist at Sprout, says, “I love Canva’s approach to product updates. Their Droptober campaign was such a fun way to share feature updates without getting caught in the technical jargon spiral. From the teasers before launch to the friendly competition between sales and marketing to literally putting team members in the product, it’s impossible to choose a favorite from the campaign creative.”

All their campaigns this year were a runaway success, and Droptober was no exception. According to Sprout Social Listening data on X from November 3-December 3, 2024, mentions of Canva and the Droptober campaign had an impressive 88% positive sentiment.

The play: Whether you sell clothing or technology, are B2B or B2C, your end consumers are people. Resist the temptation to stuff your social posts and campaigns full of jargon. Instead, focus on the day-to-day needs of your customers.

Cisco: The faces of #TechTok

Cisco is a software, network and cybersecurity solutions provider. The company proves even highly technical brands can find their niche on TikTok when they share product education content that’s fun, relatable and approachable, and puts people at the forefront.

Like this video, where viewers spend a day with a Communications Manager at Cisco in London. She uses Cisco’s AI in her daily workflow and references her company’s latest report about AI adoption. In another video, a team member gives a Gen Z-inspired tour of their Glasgow office.

In this on-site interview, a customer explains how he uses Cisco technology to drive the work he does bringing clean drinking water to underserved, remote areas in Columbia.

Through their people-first content approach, Cisco has amassed nearly 121,000 followers and more than 869,000 likes on TikTok.

The play: There’s a place on social for brands of all industries, even on networks typically dominated by B2C companies. To succeed, brands need to bring an element of human-led storytelling to their content.

Nothing: The brand disrupting everything about the tech industry

British technology brand Nothing manufactures and reimagines consumer electronics. For example, they take popular smartphones and redesign them to enhance the camera and aesthetic, and they re-engineer wireless earbuds to be more comfortable, have a longer battery life and improve sound quality with AI.

The brand is still in its nascent stage, and much of their marketing revolves around educating consumers about what they do and why. CEO Carl Pei is the face of much of their content.

Anderson describes, “Nothing is a brand I don’t see enough people talk about on social. Their founder-led content on YouTube Shorts and TikTok really stands out. From beautiful sludge content to hilariously risque factory tests videos to community-driven product drop announcements, their brand and products offer an alternative to mainstream tech.” 

The play: If it’s within reach for your brand, use your C-suite as talent in your social content to amplify your company’s ethos. Especially if your brand has a disruptive persona. Just make sure they have an ownable, distinct point-of-view.

Government organizations having fun on social

Government organizations have a critical responsibility to meet the needs of their constituents, which includes showing up on social. Despite the seriousness of their work, their social media content doesn’t always have to be. When it’s appropriate, humor is the best way for government organizations to extend the reach of important messages. Edutainment content—content that educates and entertains—is what consumers want to see more of from organizations, according to a Q2 2024 Sprout Pulse Survey.

Here are a few of our favorite government agencies rewriting the rules on social.

AZ DOT: Sharing transportation updates the social-first way

The Arizona Department of Transportation (AZ DOT) uses social to educate citizens about transportation safety in Arizona.

As Savanna Sargent, Manager of Content at Sprout Social, put it, “AZ DOT’s Instagram content brings clarity to constituents by giving updates on roadway work progress and shares the ‘why’ behind the rules they enforce. The organization is also well-known for putting quippy safety messages on the highways. So much so that citizens submit their own ideas (which make for laughter-inducing posts).”

AZ DOT also uses well-known memes to grab attention for important updates, like instructions for driving in the high country or holiday weekend road closures.

The play: The gravity of your message doesn’t always call for a buttoned-up post. As AZ DOT demonstrates, there are times when you can make your point even clearer by using humor and online culture to your advantage.

TSA: Using social to become friend, not foe

The Transportation Security Administration (TSA) is a US government agency dedicated to protecting all modes of transportation, including highways, railroads, mass transit systems and, most famously, airports.

Their role is an undeniably important one. But on social, they’re known for being a “princess of puns,” as their Instagram bio declares. Stephanie Nevill, Senior Manager of Internal Communications adds,  “TSA’s Instagram name is ‘Travel Tips and Dad Joke Hits.’ They have a strong social game, despite being a government agency.”

The play: TSA understands transportation compliance isn’t the most exciting topic. Many travelers find the airport screening process irksome. By bringing humor to the relationship between the agency and airline passengers, TSA can more effectively highlight rules and regulations. If your brand is part of a “serious” industry or deals with a high volume of consumer feedback, consider how you can address common complaints or questions with levity.

National Park Service: Let us edutaine you

The National Park Service (NPS) manages all natural, historic and recreational properties in the US. Meant to protect wildlife, monuments and the people who visit them, the agency has a big job.

On social, the NPS shares facts about animals to encourage people to keep a safe distance. They also feature park rangers, picture-perfect moments and general facts about nature. But they do it with a distinct flair that is undeniably entertaining.

Nevill says, “I often find myself resharing posts from the NPS with my friends and colleagues who work in communications. The agency finds ways of sharing information in the most unexpected ways. And I love how self-aware they are of the buzz their posts create online.”

The play: NPS packages educational content in a humorous, entertaining way. Using the NPS as inspiration, use edutaining posts to create awareness and build an enduring community.

Retail brands creating cultural moments

According to a Q4 2024 Sprout Pulse Survey, 89% of consumers were influenced to make a purchase by brand social content during this year’s holiday season.

While social is critical to all industries, retail brands see the most direct link between their online presence and the bottom line. The 2024 Content Strategy Report found that consumers are most likely to buy when they see a product or service in action, reinforcing social’s role as the modern shopping mall. Yet, platforms are reaching a point of max saturation, pushing retail social marketers to a point of creative fatigue.

Our favorite brands are blazing their own trail—carving out their own cultural moments and embedding themselves into trends in an unrepeatable way.

Jacquemus: Bringing surrealism to social

French label Jacquemus is as famous for its surrealist content on social media as it is for whimsical designs inspired by Parisian fashion. Their social presence is a core part of their brand identity, and plays a focal role in maintaining their relevance.

Anderson adds, “Jacquemus’ social content makes the user question what they just saw. It’s like an Easter egg hunt, wondering what weird thing you’re going to find next. Their style of video content scratches dopamine receptors in viewers’ brains. While other brands have famously succeeded at delivering surrealism, Jacquemus’ take feels fresh.”

Jacquemus’ global growth—with newly established stores in London and New York City—points to the success of their digital-first approach. The fashion label’s meteoric and sustained rise is in stark contrast to other luxury retailers, as the sector saw persistent struggles in 2024.

The play: Social shouldn’t be just another box to check in your marketing strategy. The brands who breakthrough put social at the center of everything they do. What happens on social—including content, community engagement and trendspotting—should inform everything else.

Away: Turning internet trends into brand buzz

Premium luggage brand Away was a breakout star of 2024. They found a way to insert their suitcases (literally) into the most talked-about moments of the year. But they didn’t copy and paste trends, an effort that doesn’t typically yield long-term wins. They reimagined these moments with their brand at the center, starting in January with their response to Calvin Klein’s Jeremy Allen White ad.

While other brands posted fire emojis and borderline sexually explicit reactions, Away took a much more creative approach. They put Calvin Klein underwear on one of their suitcases and recreated the ad (complete with the skyline in the background). Jepson says, “I will never get over the Calvin Klein Away moment. It was a masterclass in taking swift action to capitalize on a social conversation.”

They also used their suitcases to reference Beyonce’s latest album release and the 2024 summer games. And in a callback to their Calvin Klein recreation, the brand recently partnered with winners of local celebrity lookalike contests, including Chicago’s own Jeremy Allen White dupe.

The trendy suitcase market is teeming with competitors. By inserting their brand into the most talked about moments of the year, Away won priceless share of voice and staked its claim as the industry leader.

The play: Though there’s a lot of discourse in the social media industry about the importance of original content (see the next section for more details), there are still ways for brands to join trending conversations. But there’s a meaningful difference between jumping on a trend and creating your own cultural moment. When deciding to recreate a trend, ask yourself: “Is this something any brand could do, or is this unique to our products and persona?”

Local spotlight: The art of building original content

Social media saturation is making it harder for marketers to keep up with content production pressures and find imaginative ways to cut through the noise. Original content offers a solution to achieve reach and relevance. Per The Sprout Social Index™, nearly four in 10 consumers say the most memorable brands on social prioritize original content over jumping on trends.

Here are a few of our favorite hometown heroes and small businesses lighting the way for brands of all sizes.

Andy Warhol Museum: Maximizing what they have at their fingertips

The Andy Warhol Museum in Pittsburgh, Pennsylvania, is a tribute to the celebrated artist and his legacy. On social, the museum recounts Warhol’s contributions to art, relives his famous media moments and retells their favorite personal anecdotes with the legend himself.

Matilda Schieren, Senior Content Manager at Sprout, gives her take on what makes their content so captivating: “I love what the Andy Warhol Museum in Pittsburgh is doing on TikTok. They’ve developed a few original series that do a great job of highlighting their expert staff, like the “Red Couch” series, and their extensive archival footage featured in “15-Second Fridays.”

The play: When putting together your own original series, use what you already have to your advantage—whether it’s internal experts, archival footage or your brand legacy.

Hamilton Humane: Saving lives, one animal at a time

Hamilton Humane is an animal shelter near Indianapolis, Indiana, that prides itself on being open admission and no-kill. Because they admit so many animals, the shelter is under even more pressure to find each animal a loving home. That’s where their social presence comes in.

As Veronica Godsey, Content Manager at Sprout, says, “Hamilton Humane does an incredible job telling each pet’s story to help them get adopted.” In their posts, the shelter introduces animals in the first-person, allowing each pet to “tell” their own story. To say these photos and captions pull at the heartstrings is an understatement.

Godsey adds, “They also mix in some news, with adoption updates on the pets who found homes, and partner with local businesses to put on (and promote) events that tie back to their mission in a fun way.”

The play: The best original content amplifies your brand’s mission or purpose. For nonprofit organizations like Hamilton Humane, this is a great opportunity to introduce the people and animals you serve.

The Crab Museum: Contextualizing crabs meme-by-meme

The Crab Museum in Margate, England, is Europe’s #1 crab museum (and the continent’s only crab museum, per our research). As their Instagram bio says, the museum is a “satisfyingly baffling tourist attraction.”

On social, the brand has gained a following by leaning into absurdity and meme culture. Their posts center around their passion for crabs and educating people about “crab facts,” mainly by crafting their own unique brand of memes. They also take on environmental and social causes using the same recognizable content format.

The Crab Museum has won awards for their online presence, been recognized for their social media efforts by major media publications like The New York Times and The Guardian, and saw 80,000 visitors last year.

The play: When considering creating your own original content and franchises, it can seem labor intensive. But leaning into memes and static posts makes it more accessible.

Look for inspiration across brands and industries in 2025

That wraps up our first year of the PPR franchise. What a potent reminder of the inspiration social marketers can find across industries, organization types, company sizes and countries.

Stay tuned for next year and future editions of PPR where we’ll be focusing on brands who’ve mastered creating original content, showing up on unexpected platforms and so much more.

In the meantime, remember these key takeaways:

And if you see a social post or campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your idea included in a future article.