Forget one way blasts, think Duo’s chaotic owl universe on TikTok, Ryanair’s roast yourself swagger, and Up Bank’s fintech meme fiestas. You’ll get jaw dropping examples, pinch perfect takeaways, and swipe ready hacks to flip your followers into an obsessed community—no corporate fluff allowed.
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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