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Posting content is easy.
Starting a conversation? That’s harder.
Actually building a relationship? That’s where the magic happens.
These five brands aren’t just “active” on social—they’re responsive, intentional, and genuinely plugged into their audience. They don’t treat social as a broadcast channel. They treat it like a dinner party, a feedback loop, and a live performance rolled into one.
If you’re trying to turn followers into fans, these are the brands worth watching.
Platform Strength: TikTok
DuoLingo didn’t just post on TikTok—they built a chaotic universe around their owl. What makes them stand out? They reply in character, remix fan content, and turn comments into creative gold.
🎯 What they do well:
💡 What you can steal:
Create a POV for your brand that lets you play with your audience—not just post at them.
Platform Strength: Instagram Stories & Polls
🇦🇺 Australia
This youth-led news brand is a masterclass in engagement. They use polls, DMs, and comments to shape coverage—and treat their audience like co-creators, not just readers.
🎯 What they do well:
💡 What you can steal:
Use Stories to collect micro-feedback and turn questions into content.
Platform Strength: TikTok & Twitter (X)
🇪🇺 Europe
You wouldn’t expect a budget airline to win on social—but Ryanair flipped the script. They roast themselves, clap back with confidence, and turn every comment into content
🎯 What they do well:
💡 What you can steal:
It’s okay to be polarising—if you’re consistent. A strong voice builds a loyal following.
Your new all-in-one workspace where brainstorms actually turn into content. Capture ideas when they hit, work with your team, fill the gaps in your calendar, and let AI handle the heavy lifting—from concept to publish. Get early access today.
Get Early Access!Platform Strength: Instagram
🇺🇸 USA
This tinned fish brand nails community-led DTC. Fans share recipes, memes, and collab ideas—and the brand replies like a friend. Every comment feels personal, not scripted.
🎯 What they do well:
💡 What you can steal:
Make your followers feel like insiders. Reward replies, reshares, and DMs with enthusiasm.
Platform Strength: Instagram, Twitter/X, Discord
🇦🇺 Australia
Up Bank makes fintech fun. They’re playful in comments, active in Discord, and never afraid to meme themselves. It feels human and that’s the magic.
🎯 What they do well:
💡 What you can steal:
Stop overthinking. Talk like a person, reply fast, and build where your people are.
Engagement isn’t a metric—it’s a mindset.
These brands show us that the best community builders aren’t just posting more. They’re listening, replying, and building real relationships, one comment at a time.
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