MARKETING
26 of the Best Brands on Instagram Right Now
Contrary to what your friends’ photos suggest, Instagram isn’t just a social network for selfies and brunch pics. In fact, Instagram has over 200 million businesses that use its platform and 90% of users follow at least one of them, according to recent data.
In a time when visual content remains a crucial part of any brand’s marketing strategy, Instagram marketing presents a unique opportunity to showcase your brand identity.
Ready to get inspired? Check out this list of brands that are thriving on Instagram right now, and why their posts set them apart.
Best Brands on Instagram
What makes a brand great on Instagram?
We polled 301 users across the United States, and asked “Which of the following describes the brands you follow and enjoy on Instagram?”
These were their top answers:
While this data is from a small sample, it does highlight what we already know about Instagram audiences. They look for:
- Content that relates to their lives: both personal and professional.
- Eye-catching, fun content.
- Product promotions
What you’ll see in the next section is that every brand featured meets these needs, earning them high follower counts and high engagement rates.
Psst – Want to get a stunning Instagram Story auto-magically created for your brand? Check out StoriesAds.com, a free Story generator from HubSpot and Shakr. Click here to get started.
26 of the Best Brands on Instagram
- The Every Mom
- Bolden USA
- The Broke Black Girl
- Teleport Watches
- Netflix’s Strong Black Lead
- Califia Farms
- Anima Iris
- Cooking With Constance
- Lorna Jane
- Letterfolk
- Apartment Therapy
- Sunday II Sunday
- Tentsile
- Desenio
- Vans
- Grass-Fields
- Finfolk Productions
- Shiseido
- The Muted Home
- Sephora Collections
- Clare
- HoneyBook
- Design Essentials
- Flodesk
- Omsom
- Chipotle
1. The Every Mom
Followers: 294k
Modern-day moms face a unique set of challenges from raising children in a digital-first world to navigating relationships with in-laws and extended family during a pandemic. The Every Mom is a lifestyle brand that caters to this audience in every way.
On this Instagram page, you’ll find content about handling your kids’ big emotions, teaching them about diversity, and tips on how to make mealtime more appealing.
While much of the content on this page lends itself to things a mom can do, there’s plenty of content advocating rest, relaxation, and mental health as well. You’ll also find the occasional discount code for popular products and cross-promotion of The Every Mom blog in the Instagram stories and highlights.
2. Bolden USA
Followers: 32.1k
Instagram is all about visuals. This means that within minutes of being on Instagram, a user can be bombarded with images.
So, the question is: How do you make sure your brand stands out and is memorable?
One way is by developing a unique aesthetic and remaining consistent. Bolden USA has done just that.
To mirror its green logo, the theme of Bolden USA’s Instagram is green. While the brand features other colors in its images, green is always the primary, standout color – an effective tactic to aid brand recall. That brand recall being spread across more than 33,000 followers makes Bolden USA one of the best brands on Instagram right now.
3. The Broke Black Girl
Followers: 174k
Personal finance is like exercise. You need motivation, the right tools, discipline, and a goal to achieve to see real success. It doesn’t hurt to have a good coach to guide you along the way, either, and that’s exactly what The Broke Black Girl is doing as one of the best brands on Instagram.
Dasha is a financial activist who specializes in competency-based financial education. Over 170,000 people follow her for non-judgemental financial advice, empathetic budgeting tips, and free financial resources. Her work levels the predominantly white-male-led financial literacy landscape to make it more accessible to women of color.
The history of women of color in finance, the $1000 Emergency Fund Challenge, and motivational messages comprise the majority of this brand’s Instagram feed making it the best place for young people to start their financial fitness journey.
4. Teleport Watches
Followers: 9.1k
Have you ever wondered where former President Barack Obama buys his watches? One of the brands he sports is Teleport Watches.
This premium luxury timepiece brand is known for its stylish and durable watches that are perfect for day-to-day wear and special occasions. However, people come back to the brand for its modern approach to a classic accessory which is why this Instagram brand makes our list.
Teleport Watches proves that you can have a loyal following on Instagram without millions of followers. Although it’s one of the smallest Instagram brands in our lineup, it makes up for it in engagement and influence.
5. Netflix’s Strong Black Lead
Followers: 764k
Here is an example of a brand that has mastered the art of having its own identity while remaining connected to its parent brand.
Strong Black Lead is a sub-brand under Netflix dedicated to amplifying Black stories in media.
The brand’s Instagram page mainly features screen grabs and short clips from TV shows, movies, and documentaries available on Netflix that feature Black actors and/or directors. They stay on-trend, posting relevant content based on current events, holidays, and buzzy topics.
In addition to its appreciation posts for widely loved TV characters, Strong Black Lead also promotes content the brand hosts on other platforms, such as podcasts and YouTube content.
6. Califia Farms
Followers: 318k
Warning: If you’re hungry, don’t head to Califia Farms’ Instagram page.
The brand’s food photography makes it stand out among the rest, showing users how Califia Farms’ products can be used to create dishes ranging from pancakes and nice cream to artichoke dip and fettuccine alfredo.
The brand doesn’t shy away from featuring its product in the images either. You can usually find it somewhere in its visual content, whether it’s the main subject of the photo or more in the background.
7. Anima Iris
Followers: 78.9k
You probably thought this list would only feature enterprise-level brands, huh?
Well, there are a ton of brands that have found the magic recipe on Instagram and Anima Iris is one of them.
What sets this brand apart is the transparency of its CEO.
If you watch one of Anima Iris’ Instagram Stories, you’ll probably see its CEO, Wilglory Tanjong, showing the behind-the-scenes of running a luxury purse brand, which helps its audience feel more connected.
You’ll probably also see Q&As, surveys, and user-generated content – all strategies that have helped the company build a strong online community and gain brand loyalists.
8. Cooking With Constance
Followers: 15.2k
There’s more than enough food inspiration on Instagram, but Cooking With Constance takes that inspo a step further by pairing it with a side of judgment-free health and wellness. That’s why more than 10,000 people flocked to follow this brand page in just a few weeks.
This isn’t your typical vegan brand that compares and contrasts plant-based and non-plant-based lifestyles. Instead, Cooking With Constance serves up hearty and healthy recipes that even the biggest meat lovers will enjoy.
Holiday recipes, quick and easy lunches, and plant-based living tips are just a few of the types of content you’ll find as you scroll through her appetizing feed.
9. Lorna Jane
Followers: 1M
If your brand were a person, how would you describe its personality? Australian activewear company Lorna Jane has done an awesome job answering this important branding question with its Instagram content.
Spend just a few seconds scrolling through these photos, and you’ll quickly be able to name the target Lorna Jane buyer: a young, sporty, twenty- or thirty-something woman who values looking good while maintaining an active lifestyle.
The images posted by Lorna Jane, which often show the brand’s clothing and accessories, as well as images of women who embody its target buyer persona, are colorful, playful, and inspirational, which is a perfect representation of the brand’s essence.
10. Letterfolk
Followers: 360k
Letterfolk is a small business run by a couple who create and sell beautiful, handcrafted felt letterboards. Each letterboard comes with a full set of characters so people can personalize the walls of their homes, which means endless room for creativity.
Instagram is the perfect platform for them to inspire customers and aspiring customers with real customers’ boards, as well as ideas they’ve come up with and staged themselves. Their Instagram content is funny and relatable – a great recipe for shareability.
11. Apartment Therapy
Followers: 3.2M
Apartment Therapy’s Instagram account really is a source of therapy, if you love the sight of cozy homes.
From home decor inspiration to fun challenges like their #SmallCoolChallenge contest and trendy user-generated content (UGC), this brand gives its followers plenty of inspiration to personalize their own space and “live happy, healthy lives at home,” as written in their profile bio.
12. Sunday II Sunday
Followers: 20.9k
Sunday II Sunday is another small business with a robust social media presence.
The brand describes itself as “haircare for active women.” As such, its content revolves around having and managing an active lifestyle.
Sunday II Sunday also does a great job of engaging its followers, asking them questions about their routines, workouts, and hair care habits.
13. Tentsile
Followers: 201k
“Stunning” is the first word that comes to mind when I scroll through Tentsile’s Instagram photos.
Tentsile sells tree tents, what they call “portable treehouses” to elevate your camping experience. Its Instagram page is full of beautiful lifestyle images of their products in just about anywhere in the world: rainforests, mountains, beaches… you name it.
What the brand does well is leveraging its UGC. This saves time and resources and gives the brand some social proof.
14. Desenio
Followers: 1.9M
The first thing you’ll notice when you land on Swedish online art print company Desenio’s Instagram page is color blocking.
Every image blends beautifully with the one next to it, creating a cohesive, visually appealing page you never want to leave.
Even when using user-generated content, the brand ensures it fits within its aesthetic. Establishing consistency in your creative assets is key in ensuring brand recognition (i.e., when people see your image anywhere, they know it’s you.)
15. Vans
Followers: 17M
Vans is known for its stylish shoes and its Instagram business account is no exception.
The maker of the classic checkered slip-on sneakers has a flashy Instagram feed, featuring both standalone product shots and action photos of people expressing themselves in their favorite Vans gear.
One thing that’s clear by looking at Vans’ Instagram account is that its identity is no longer tied solely to skateboarding. While you’ll still see lifestyle images with skateboarders, you’ll also see surfers, cyclists, and other fashionable shoe-lovers.
So, as your brand identity and messaging evolve, your content should also follow suit. Not sure how to get started with a strategy like this? Check out this podcast for tips from marketing experts:
16. Grass-Fields
Followers: 949k
Now, here’s a brand that knows how to show its personality.
This Cameroon-based clothing brand isn’t playing it safe on Instagram with static model shots and sale promotions. Instead, Grass-Fields showcases its products through fun, vibrant dance videos, and behind-the-scenes content.
The brand also highlights Black business owners, creators, and artists on its page, which caters to Black women.
The key takeaway here is: Don’t be afraid to do things differently than it has been done if that’s what your audience responds to.
17. Finfolk Productions
Followers: 399k
Ever wanted to be a mermaid? You can come pretty close, thanks to companies like FinFolk Productions. Believe it or not, silicone mermaid tails you can put on and swim around in are quite trendy.
Finfolk Productions’ Instagram feed is full of beautifully shot photos that play into the mermaid fantasy by looking more like mythical art than real people.
The nostalgia of being a mermaid gives Finfolk Productions’ followers a sense of wonder that they can actually wear. This unique brand makes dreams come true, and that’s worthy of a spot on this list of the best brands on Instagram.
18. Shiseido
Followers: 1.3m
Shiseido started as Japan’s first Western-style pharmacy more than 140 years ago and has since developed into selling high-quality brightening and anti-aging skincare, makeup, and fragrance products.
Its mission is to inspire a life of beauty and culture – a mission it portrays beautifully through Instagram content.
Hot tip: Posts featuring faces, especially for a skincare brand, are ideal for boosting social media engagement.
Don’t be intimidated by highly professional Instagram videos like theirs. You can post highly engaging videos on Instagram without a huge video team or a bottomless budget. Here’s some inspiration for making amazing Instagram Reels without breaking the bank.
19. The Muted Home
Followers: 49k
During the COVID-19 pandemic, the home improvement industry saw an 18% increase in YOY market size — the largest increase in more than ten years. With people spending more money in the local hardware stores, they were spending more time on social media, too — consuming home decor content.
Instagram brands like The Muted Home provide inspiration to help their followers redefine and elevate their homes with luxury home decor. Candles, vases, spice racks, cooking utensils, and more can be found on The Muted Home’s Instagram page making it the go-to brand for nearly 50,000 online home decor enthusiasts.
20. Sephora Collections
Followers: 818k
Sephora Collections’ brand personality is playful, colorful, and feminine. It does a wonderful job of characterizing this personality in its Instagram content, using bright colors, patterns, and fun captions.
In addition to partnering with beauty influencers, the brand also promotes content from everyday makeup users, featuring their tutorials and looks on its feed.
Hot Tip: What makes this big brand one of the best on Instagram is the community it’s built on the platform. But what we see from Sephora on Instagram is a combination of marketing efforts elsewhere. So take it from Sephora — invest in your brand outside of Instagram, too, so that you can see even more success on this social network.
21. Clare
Followers: 100k
If you’re renovating or simply moving into a new home, you’re likely looking for inspiration on social media sites like Instagram and Pinterest.
Clare’s Instagram features a collection of carefully curated images that meet that exact need. You’ll find everything from new product promotions to home decor tips – everything in between.
There’s also a beautiful balance of colors on Clare’s Instagram page, creating a cohesive profile that’s inviting, warm, and inspiring.
22. HoneyBook
Followers: 93.6k
What we love about HoneyBook is how accessible its content is.
Instagram, like many social media platforms, has been slow to develop and promote its accessibility features.
Thankfully, brands like HoneyBook have taken an active approach to make its content accessible by adding captions to their videos and adding image IDs that describe every image the company posts.
For deaf, hard of hearing, and visually impaired users, these extra steps go a long way.
23. Design Essentials
Followers: 147k
Design Essentials knows that hair is more than just something that grows on your body. It can speak to a community, a culture.
If you’re looking for inspiration for your Instagram brand, take inspo from Design Essentials and try diversifying your content. Even when your business is niche, there are plenty of ways to stretch your content ideas.
The brand does more than just promote products on its Instagram page. In addition to product shots, you’ll find inspirational quotes about hair, playful memes about everyday life, and fun reposts from Design Essentials’ audience.
24. Flodesk
Followers: 45.5k
Flodesk’s Instagram is everything you want to see on Instagram from an email marketing platform: beautiful designs and inviting content.
When you land on Flodesk’s page, you’ll gain tips on how to use its platform as well as general tips to optimize your email marketing strategy. With the use of vibrant colors and playful designs, every post is an attention grabber.
What’s more, almost every post includes a call-to-action that invites the audience to engage. Whether it’s to drop an emoji in the comments or answer a question – engagement done right.
25. Omsom
Followers: 51.8k
Omsom is another small business that has leveraged its CEOs, two first-generation Vietnamese sisters, to build a community on Instagram.
As you scroll through Omsom’s Instagram, yes, you’ll find beautifully crafted images showcasing the dishes you can make using the brand’s food products. However, that’s only one piece of the puzzle.
You’ll also see many posts celebrating Vietnamese culture, and debunking Asian-American stereotypes and biases.
This strategy helps consumers connect with the Omsom beyond the delicious food and understand its broader mission and purpose.
26. Chipotle
Followers: 1.1M
Instead of reeling in consumers with food pictures, Chipotle has chosen another route: hilarious memes.
While you may find the occasional food post, the brand has focused its Instagram strategy on showing its personality.
Here’s why it works: Memes are shareable and tag-friendly, which helps Chipotle reach new consumers as people tag their friends in funny, relatable posts.
The common thread in all the brands featured is that they had a consistent brand identity that was reflected in their visuals and a deep understanding of what resonated with their audience.
Ready to populate your Instagram timeline with pics and videos that are as captivating as the content above? We believe in you!
Editor’s note: This post was originally published in June 2021 and has been updated for comprehensiveness.
MARKETING
How To Combine PR and Content Marketing Superpowers To Achieve Business Goals
A transformative shift is happening, and it’s not AI.
The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.
The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).
Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.
Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.
So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.
1. See journalists as your audience
Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.
Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.
“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”
Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.”
Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”
Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.”
2. Learn the media outlet’s audience
Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).
PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.
WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’”
3. Deliver the full content package (and make journalists’ jobs easier)
Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.
“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”
At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”
While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”
BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”
4. Unite great minds to maximize efficiency
Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.
At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.
Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.
“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”
5. Measure what matters
Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.
“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”
To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:
- Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
- Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
- Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
- On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.
But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.
“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”
Don’t fear the merger
Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”
But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
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