Unveiled: The Surprising Brands Dominating Social Media in 2026—You Won’t Believe Who Made the Top!

Ever catch yourself endlessly scrolling through social feeds, only to suddenly hit ‘pause’ because a post just stops you in your tracks? Well, that moment of surprise and delight—that’s exactly what the Social Futures Report is all about. In this inaugural edition, we’re diving headfirst into the dazzling, disruptive social media campaigns from 2026 that caught our eyes (and trust me, we’re talking some serious scroll-stoppers here). But this isn’t your run-of-the-mill roundup; it’s a sharp look at what these top-notch brands are doing beyond the pretty pictures and slick videos—how their creativity translates into real business muscle. From employee-generated content stealing the limelight amid the AI tidal wave, to brands creating vibrant real-world hangouts that transcend the digital noise, and clever plays on cultural moments that show timing truly is everything—we’ve got it all covered. So, are you ready to peek behind the curtain at the freshest social strategies and innovations shaping the year? Let’s unpack the brands rewriting the playbook on engagement, influence, and impact in the ever-evolving social landscape. LEARN MORE.

Welcome to the first installment of the Social Futures Report—a series where we compile and analyze social media posts and campaigns inspiring us, and break down what they reveal about what’s next in social. We don’t just examine the flawless creative execution of every post or campaign, but the business impact, too.

In this mid-year lineup, we’re sharing the best brands on social media in 2026 (so far), 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, campaigns and moments of 2026, listed by strategy.

Brands perfecting employee-generated content

This year has already been massive for employee-generated content. Employee creators took center stage on the brand account in direct response to an influx of AI.

Now, four in 10 consumers report frequently discovering a product or service through employee-generated content, per Sprout’s Q2 2026 Pulse Survey. This jumps to 48% for millennials and 62% for Gen Z. Consumers say they want to see frontline employees star in brand social content more than any other employee group (including executives).

As you build your employee content playbook, here are a few brands to look to for inspiration.

Slate: Building a human content ecosystem

Slate, the AI content creation platform for social teams, is all over our LinkedIn feeds. That’s by design.

As Christina Le, Head of Marketing at Slate, told Link In Bio, “When we approach our LinkedIn strategy, we don’t think ‘how do we grow the Slate page?’ We think, ‘how do we increase Slate’s surface area on LinkedIn?’”

The Slate social team is made up of creators with personal brands who use their respective LinkedIn channels to post about the company’s culture and products. Each individual tailors the content to their distinct style and audience. Like Carmen Vicente, Slate’s Content and Social Lead, who uses the same format for Slate’s storytelling as she does her typical videos.

The social team also shares their favorite product features and content creation strategies in personality-driven posts on the brand account.

Beyond the social team, Slate features other co-workers on the brand account, too. Like this absurdist interview-style post that made us laugh out loud.

The play: The Slate team popularized the concept of human-generated content ecosystems, a strategy that other B2B brands can learn from at a time when brands aren’t getting the reach they used to on LinkedIn.

Rather than putting all your effort into growing the brand handle, map out a social strategy that encompasses your executives and thought leaders, frontline employees and internal creators. These investments will increase your discoverability potential, credibility and engagement, while carving out a unique and memorable brand identity.

LA Public Library: Taking their employees off the shelf

Like the rest of the internet, the LA Public Library’s staff videos have become some of our favorites. I first came across their account ahead of the “Big Game” (you know the one) when a librarian did an incredible analysis of Bad Bunny’s inspiring career trajectory. As one commenter said, “Better than ChatGPT ever dreams to be.” The video received over 500,000 views and over 120,000 engagements—which included 10,000 shares—on TikTok.

The library has used the same “librarian answers” format for explaining the rise of “6-7” and the LA Metro’s newest station opening (more on that in the next section).

In other videos, the library interviews staff about events followers might not be familiar with, like this docent talking about their monthly book sale. They also introduced a series where docents interview librarians across every section of Central Library, the flagship branch of LA Library.

The play: Is there anything more captivating than learning directly from experts? Every internal subject matter expert the LA Public Library puts in front of the camera is competent, passionate and an experienced storyteller. The key to great employee content is finding internal experts who are excited to share their rich knowledge with your audience, and have the credentials and skills to “edutain” your audience.

The Wall Street Journal: Bringing the newsroom to social feeds

Almost half (49%) of all consumers get their news from social, per Sprout’s Q1 2026 Pulse Survey. That’s more than any other channel, including TV. Another half of Gen Z and millennials say they want to see more content from individual reports specifically.

When it comes to news organizations who have successfully parlayed their reporting to social, the Wall Street Journal (WSJ) stands out. With almost six million followers on Instagram and another one million on TikTok, WSJ has built a substantial following by putting their journalists in social videos about popular news stories.

Rather than a cut-down of a televised news segment, these videos are explicitly designed with social in mind. They feature a vertical layout, overlay text that hooks viewers and compelling on-screen B-roll.

Most importantly, the journalists adapt their reporting style to fit seamlessly into our feeds. They begin each video with a compelling question, fact or observation to grab attention, and keep their storytelling concise, usually around 60 seconds.

The play: For media organizations and other brands that produce editorial content, the WSJ is a shining example of what happens when you repackage existing stories into social-first formats. It requires developing new muscles and processes—which can be scary and complicated. But the pay off is deeper and builds lasting audience resonance.

Brands creating third spaces and IRL experiences

People—especially the younger generation—are fatigued by algorithms. Does that mean they’re going to log off forever en masse? No, but it does mean they’re looking for more in-person experiences and, specifically, third spaces.

There are a handful of brands already creating the IRL magic consumers are looking for. These brands are cultivating truly moving, celebratory and whimsical experiences for their in-person attendees, and translating them into social engagement.

According to the Q2 2026 Pulse Survey, 80% of social users watch live events through social. Another 93% of Gen Z and 85% of millennials keep up with IRL events by tracking social posts from the official channels, attendee uploads, influencers and news outlets.

Take inspiration from these brands who are bridging the real world and the digital one.

LA Metro x NathanialPOV: Crying in the subway

LA Metro is embarking on a years-long campaign to rewrite the city’s reputation as a “car city.” The team has worked methodically, weaving together posts that highlight new train lines, an original series about the people, places and stories connected by LA public transit, and interesting creator partnerships. We will never be able to forget when the slogan “ride the D” (a mantra that came from Reddit) was adapted into viral merch.

But one of our favorite highlights from the year so far was when they teamed up with @NathanialPOV, a creator known for his saxophone performances around the city. In a video with over five million views, Nathaniel plays his sax to a crowd at Union Station.

The event, in collaboration with Metro Art LA, created a third space within a third space. Thanks to the art installations and galleries from Metro Art LA, Union Station has been reimagined as more than a place of transit. It’s a place for community, and, because of social media and creator partnerships, people around the world can see that.

The play: For local government agencies, parks and recreation departments, and public transit authorities, social is a master key for unlocking positive sentiment. When constituents see how much attention is paid to their concerns, they are more likely to feel invested themselves.

Social helps you draw attention to your local events and initiatives, encouraging people to get outside and participate in the community. Work with influencers and creators who share a passion for your mission who can invigorate your live events.

ESSENCE Fest: Celebrating culture

ESSENCE Festival of Culture® celebrates Black excellence in all its forms. What began as the 25-year anniversary of ESSENCE in 1995 became something so much bigger. More than a music festival, the annual event is a living, breathing experience of Black culture in motion—from spotlighting emerging Black-owned businesses to an immersive culinary celebration of the diaspora to grassroots change efforts.

On social, @EssenceFest has its own handle, where attendees can learn more about the event, including concert lineups and speaker announcements. This year, the one and only Teyana Taylor stepped into the role of Chief Curator, an announcement that was very well received online…and by Team Sprout.

Essence Fest also publishes specific guides, like tips for experiencing ESSENCE Fest solo. This collab post with creator Natasha Greene goes even further, helping attendees prepare a packing list and agenda.

The play: Take a cue from Essence Fest and turn your event into a cultural milestone by making it about more than your brand. Celebrate the communities you serve every step of the way, and bring that energy to the content you create leading up to, during and after the event.

Air x Boy Throb: Rocking out in B2B

When creative operations brand Air bankrolled Boy Throb’s debut concert, the internet and our Slack channels went wild—not to mention the 550 fans who attended live. The band, who has more than two million social followers, is fighting to prove to the US government (and internet sleuths) that they’re a real band so they can get their member Darshan a US visa.

As Air’s CEO wrote on LinkedIn, “We helped them throw their first concert ever at Bowery Ballroom in New York. The concert sold out in 90 seconds, people started waiting at 8 AM and the line wrapped around three corners.”

Boy Throb’s posts about the concert were among their highest performing of all time, with the top two alone delivering around five million views and an earned media value of $600,000, per Sprout Influencer Marketing.

The play: What would happen if you reallocated your event budget from traditional sponsorships and tradeshows to high-impact experiences the internet is already invested in? Replicate Air’s strategy by tying your brand or product launch to an unexpected cause your community will rally behind, especially if it upends industry expectations.

Brands acing timely moments and trends

As we’ve written about on the blog before, it’s not about timely content or original content. It’s both.

According to The 2025 Sprout Social Index™, social users are split: 40% think it’s cool for brands to jump on trends, while 33% think it’s embarrassing. Another 27% say it’s only effective if a brand reacts within 24–48 hours.

With that said, brands need to be fluent in online culture—and understanding trends is a core part of it. Per The 2026 Social Media Content Strategy Report, 70% of social users believe brands already do a good job of keeping up with trends and cultural moments. On the other hand, 43% say brands don’t publish truly original content.

These figures mean that brands are walking a fine line: keep up with online trends but don’t rely on them so much that you abandon originality. Here are a few brands who balance on that tightrope flawlessly, delivering trending content quickly and authentically.

McDonald’s: Creeping us all out

“Backrooms” is the latest viral scary movie rippling across our feeds. The film’s liminal horror is the stuff of nightmares, and the chaotic expanse of dull yellow rooms, fluorescent lights and long corridors is already being called our generation’s version of “The Shining.”

McDonald’s dropped a video that appeared to be a scene straight from the movie on the day of the film’s release. Except the post features McDonald’s branded items in the film’s settings, as the main character navigates the labyrinth from a first-person POV.

The parody garnered a 7.38% engagement rate, wildly outpacing the brand’s 0.67% average YouTube engagement, per Sprout Influencer Marketing. The post is also estimated to be worth over $250,000 in earned media value for the brand.

The play: To pull off such a big swing, McDonald’s team had to be extremely tapped into the cultural zeitgeist. While timely social strategies have typically been framed as reactive, this example demonstrates how taking proactive steps to capitalize on pop culture moments can help you show up early and in distinct ways.

IKEA: Investing in responsive content

IKEA consistently creates some of our favorite posts inspired by trending conversations. We recently interviewed Elissa Wardrop, Social Media Specialist and Content Creator at IKEA Global, and learned more about IKEA’s newly formed Responsive Project Team—a production arm dedicated to timely moments.

As Wardrop told us, “Our role is to create content in response to news, trends, pop culture moments and key calendar dates (like April Fools’ or Valentine’s Day)—quickly, creatively and in a cost-efficient way with what we call the IKEA ‘twinkle in the eye.’”

The team has been responsible for posts about Punch the Monkey, Taylor Swift and Bridgerton.

The team’s work has catapulted to the top spot across IKEA markets worldwide in terms of organic impressions, shares and engagement, and has even won Shorty Awards for the brand.

The play: While the IKEA Responsive Project Team will admit they are operating on a low budget, what they do have is dedicated personnel. To accomplish something at this scale, you need to have team members always working a timely beat.

Nutella: Capturing a cosmic moment

We were all collectively locked in during NASA’s recent Artemis II journey. Which is why after a Nutella jar floated across the screen during one of the astronaut’s live-streams, the brand saw a 516% increase in brand mentions from April 6–7, 2026 compared to the previous two-day period, according to Sprout Listening.

Nutella was quick to respond, resharing the video with a text overlay that read “Nutella is out of this world.” The brand followed that up with another graphic that said “Now enjoyed in space,” and another image that replaced the moon with a Nutella lid.

Across TikTok, Instagram and X, these posts received 875,000 engagements from April 6–7, 2026, per Sprout Influencer Marketing.

The play: It’s often said that marketers should only participate in trends when it relates to their brand. It’s hard to get more brand-specific than this moment. While not every brand will get such a massive opportunity dropped on their doorstep, there are micro-moments like this happening for your brand right now. Being tapped into social listening will help you uncover them and make the most of them while they’re still hyper-relevant, like Nutella did.

Brands publishing truly original content

The other side of the content strategy coin is original content. Original content can encompass everything from series created by in-house production teams to memes specific to your brand and products.

At its core, original content is an umbrella term for social posts that aren’t reliant on real-time trends, virality or visual aesthetics.

These are some of our favorites.

Cava: Becoming Bowlmates forever

When Cava launched their dating show Bowlmates, our editorial team binged every episode. The premise is that two strangers are paired together in a Cava quick-service restaurant, while a host goads them into answering and asking personal questions. At the end of the date, the participants must build each other a bowl.

It was an instant hit. As one user commented, “This is an ad I’ll actually watch!” You can now purchase your own Bowlmates: The Card Game, which is based on questions asked on the show.

The play: Great brand TV isn’t so different from traditional TV shows. To launch your own series, take Cava’s lead and weave together a larger story or theme, building a brand universe with a cohesive narrative and familiar faces. Consistency and originality go a long way.

Yale School of Public Health: Creating carousels we actually share

When I saw the carousel titled, “Ask your besties which STI prevention method you are,” I couldn’t believe the prestigious Yale School of Public Health published it. Which made it all the more genius. This post was subversive while still being incredibly educational. It was definitely “share-worthy”—the most complimentary title awarded to social content.

The team used the same “Ask your besties…” format for a post about childhood vaccines, turning the controversial topic on its head. That post received over 265,000 engagements, 4000% higher than their next best post.

In other infographic-adjacent posts, the Yale School of Public Health has tackled everything from tick identification to Hantavirus.

The play: Navigating misinformation is one of the greatest challenges healthcare and higher education institutions face. By turning public health information into posts people actually find funny, interesting and easy to understand (not easy to do), Yale School of Public Health has taken control of the narrative.

Lyric Opera: The stories waiting in the wings

Chicago’s Lyric Opera is a delight to follow on social. I first came across their account when they shared the wild and unusual life of Fred, a styrofoam head in their prop department. Fred rolls around the opera company in a journey to his dream role.

Aside from anthropomorphizing inanimate objects, the opera also zooms in on behind-the-scenes moments, like this two-hour transformation of opera singer Ana Maria Martinez into Catrina, the goddess of life and death. The mesmerizing video is satisfying to watch, in the way that all before-and-after clips that display true craftsmanship are.

The opera also partners with local creators, like in this post from @Sydney_Emily__, a Chicago guide who specializes in architecture and experiences.

The play: What makes your brand unique? It could be your artisans or technicians, the architecture of your building or headquarters, the programming or productions you’re running. Lean into the stories behind your brand, like Lyric Opera does so well.

Brands using social audience insights

According to the Q4 2025 Sprout Pulse Survey, 55% of all users say most companies do a good job of listening to what audiences say on social media, but they don’t always apply their feedback.

The 2026 Social Intelligence Report backs this up, as only 36% of marketers who work with social data say it regularly informs decisions in other business functions. This high-value intelligence only reaches R&D teams 20% of the time, often because social is incorrectly viewed as a communication tool rather than a research engine.

This creates a massive opportunity for brands to turn social insights into action. These brands are shining examples of what it takes to embody social intelligence.

Oatly: Uncovering unexpected audiences

Oatly already has a reputation on social for their weird and wonderful creativity. But what people might not realize from the outside is how methodical their branding and product launch decisions are.

As the team explained to us, the brand uses social listening to surface insights that help them discover niche audiences, like the bike racing community. These insights also helped them uncover how hungry their audience was for a matcha latte offering. They listened to their audience’s unfiltered feedback across Reddit, X and Instagram, as well as TikTok, where they noticed influencers talking about using Oatly for making matchas.

This feedback was shared internally with the Innovation and R&D teams. With the input from the market research team and others, this facilitated the launch of the new flavor. Here, social intelligence was used to help push a product from concept to reality, using social data as one of the proof points.

The play: What does collaboration look like between your social, product and R&D teams? Do you have regular touchpoints to share social data? If not, follow Oatly’s example and make sharing insights a consistent ritual.

Burger King: Crowning a new king

In Burger King’s “There’s a New King and It’s You” ad spot that premiered during the Oscars this year, the fast-food chain used social intelligence to spur on a highly-publicized business pivot. The campaign-turned-mea culpa acknowledged that the brand was falling short on its customer experience, using real social content as proof. To date, the video has over one million views on YouTube.

On Slack, the Sprout team enthusiastically celebrated the ad. It was one of the first times we saw a major brand openly use social audience insights to make meaningful changes.

The play: The Burger King campaign reflects a commitment to ongoing, targeted improvements, driven directly by infusing the unique insights uncovered on social as a continuous input into the business. That level of accountability and understanding builds trust. And over time, this translates into stronger retention and sustained growth.

Slack: Turning background noise into a flow state soundtrack

Anyone who’s ever spent time on Slack understands how its hold music scratches just the right itch. The team at Slack started noticing this, too. Users weren’t just using the Huddles feature for meetings. On social, people shared that they stayed in empty Huddles just to listen to the music and get into a flow state, and they (somewhat jokingly) asked if they could access the music outside of a call.

The Slack team quickly turned three of the most popular Slack Huddle tracks into 25-minute YouTube videos. It was a simple, agile move that implemented user feedback, and it was met with pure audience delight.

The play: Your audience is using your products in ways you don’t realize. By listening to your customers on social and applying their feedback quickly, you can turn insight into an easy brand win and generate pure customer joy.

Use these examples to fuel your 2026 strategy (and beyond)

That concludes our roundup of our favorite brands on social so far this year. We’ll be back at the end of 2026 to update this list with all the greatest moments still yet to come. In the meantime, remember these key takeaways:

Next stop on your planning agenda: Deep-dive into what audiences actually want from brands on social and how expectations differ by network.

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