Social media is packed with campaigns and brands all fighting for the same thing: attention. In a space that moves fast and rewards authenticity, the brands that win are the ones that connect, not just broadcast. As someone who’s chronically online (fortunately, that helps in my role as a social media intern), here are three companies that are absolutely crushing it — and what they’re doing right.
1. Poppi Soda
Poppi Soda has been a social media standout for years. From the beginning, the brand leaned into vibrant, eye-catching visuals that turned a soda into a lifestyle.. It was trendy, Instagrammable, and unapologetically catered to the Gen Z aesthetic. They jumped on TikTok trends quickly and effectively, and when their products went viral, they capitalized on the momentum with bold moves like sending vending machines full of Poppi to influencers.
One of their smartest tactics? Turning criticism into content. When their root beer flavor got slammed in the comments, they didn’t ignore it, they reformulated the flavor and poked fun at themselves with their audience. They reposted the negative comments, made a “Mean Girls” Burn Book parody to promote the new version.
Other brands can take a note from this: when handled well, even negative feedback can become great content.
2. Blank Street Coffee
Blank Street Coffee is another brand getting social media right. While I was studying abroad in London, I saw some of their campaigns and pop-up events in person — and their strategy really clicked for me.
On social media, they promoted collaborations like their one with The London Social (a tattoo shop), where people could get temporary tattoos and an iced coffee for free. They also hosted “Press for Picnic” booths that offered free coffee and cookies to promote their spring flavors. These moments weren’t just made for Instagram — they built real connections between the brand and the public.
The takeaway here? Social media success isn’t just about cool posts — it’s about creating real experiences. Blank Street shows how in-person engagement can spark online buzz, and vice versa.
3. e.l.f. Cosmetics
e.l.f. Cosmetics has become a social media powerhouse by staying ahead of trends — and more importantly, listening to its audience. A recent example: When TikTok users started DIY-ing their own “Halo Gloss” by repurposing empty e.l.f. Halo Glow Filter bottles, the brand took notice. They moved fast, creating a DIY Halo Gloss Kit based on the trend — and it sold out almost instantly.
It was a smart, resourceful move that showed they were paying attention. They repackaged products they already had in a way that made customers feel seen and included.
Responding quickly and creatively to trends shows your audience that you’re listening — and builds loyalty in the process.
Whether it’s soda, coffee or makeup, these three brands prove that great social media marketing comes down to three fundamentals: know your audience, stay responsive and build genuine connections.
