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.
1. DuoLingo – @duolingo
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:
- Consistent character voice in comments
- Spotlighting fan-created content
- Turning inside jokes into viral moments
💡 What you can steal:
Create a POV for your brand that lets you play with your audience—not just post at them.
2. The Daily Aus – @thedailyaus
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:
- Daily polls on news topics
- Reader questions as jumping-off points
- Replies that feel human, not corporate
💡 What you can steal:
Use Stories to collect micro-feedback and turn questions into content.
3. Ryanair – @ryanair
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:
- Sarcastic, self-aware tone in replies
- Speedy reaction to trending moments
- Embracing negative feedback as part of their brand
💡 What you can steal:
It’s okay to be polarising—if you’re consistent. A strong voice builds a loyal following.
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Comienza GRATISPlatform 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:
- Fast and friendly comment replies
- Regular UGC reposts with credit
- Calls-to-action that spark ideas, not just sales
💡 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:
- Human-first responses, even when things go wrong
- Open community channels (like Discord)
- Memes tailored to their customer base
💡 What you can steal:
Stop overthinking. Talk like a person, reply fast, and build where your people are.
The Bottom Line
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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