12 of The Most Engaged Brands on Instagram

Instagram remains one of the most powerful platforms for brands to connect with their audience. With over 2 billion monthly active users, its influence is undeniable. However, focusing solely on follower count can be misleading. In reality, engagement is a more reliable metric for success. The true power of Instagram lies in the relationships brands cultivate through likes, comments, shares, and meaningful interactions.

By examining the strategies of some of the most engaged brands, we can uncover the tactics that drive success on Instagram and how these approaches can be replicated across different industries.

1. Nike (@nike): Storytelling and Brand Identity

Followers: Approximately 302 million
Engagement Rate: 0.03%
Target Audience: Millennials, Gen Z, aspiring athletes

Nike has mastered the art of using Instagram as a motivational platform. Their bio, “You can’t win. So win,” sets the tone for a feed full of high-energy, black-and-white images that motivate followers to push their limits. Their engagement strategy combines storytelling with a consistent, bold brand identity. Nike’s collaborations, like the one with Grammy-winning rapper Doechii, highlight powerful women breaking barriers in sports, making the brand’s messaging resonate deeply with its audience.

The connection with followers is visible in the flood of enthusiastic comments, with emojis like flames and applause hands often filling up their posts. Nike’s approach shows that authenticity in messaging creates a strong, lasting bond with its audience.

2. McDonald’s (@mcdonalds): Leveraging Nostalgia and Humor

Followers: 5.3 million.
Engagement Rate: 0.93%
Target Audience: Gen Z, Millennials, nostalgic consumers.

McDonald’s strategy is a perfect blend of nostalgia and humor, appealing to both Millennials and Gen Z. Through vibrant, throwback visuals and playful memes, the fast-food giant taps into pop culture references and limited-time promotions to create buzz. McDonald’s use of memes, like references to the famous Kendrick vs. Drake rap battle, keeps the brand relevant and engaging.

What stands out is how McDonald’s mixes lighthearted content with subtle product promotion, such as their Pokémon Happy Meal collab. This approach not only boosts engagement but also creates a community of fans who eagerly interact with each post.

3. GoPro (@gopro): User-Generated Content and Community Building

Followers: 20.8 million.
Engagement Rate: 0.07%.
Target Audience: Adventure seekers, extreme sports athletes.

GoPro has tapped into the excitement of adventure sports and extreme activities, using Instagram as a platform to showcase user-generated content (UGC). By sharing epic shots and videos from real customers, GoPro inspires its audience to create content while subtly promoting its product. The brand also fosters a sense of community by organizing contests and featuring users’ experiences.

One of the standout posts was the #GoProLineOfTheWinter contest, which garnered massive interaction. This strategy makes GoPro’s feed feel like a celebration of its audience, ensuring ongoing engagement with the brand.

4. Shopify (@shopify): Educational Content and Entrepreneurial Spirit

Followers: 1.6 million
Engagement Rate: 0.08%
Target Audience: Ecommerce entrepreneurs, small business owners

Shopify uses Instagram as an educational tool, offering actionable insights to its audience of entrepreneurs. Its colorful feed features concise tips, tutorials, and motivational stories that appeal to those looking to build or scale their online businesses.

By focusing on user-friendly content, like carousel tutorials and reels showcasing successful entrepreneurs, Shopify creates a sense of possibility for its followers. Posts such as tips on overcoming cart abandonment or influencer partnerships generate a high level of engagement, drawing in both established and budding business owners.

5. Zendesk (@zendesk): Fostering a Supportive Community

Followers: 46,000
Engagement Rate: 0.36%
Target Audience: Customer service professionals, small-to-medium-sized businesses

Zendesk’s Instagram stands as a model of how brands in B2B sectors can humanize their content. By focusing on the customer service industry, Zendesk uses Instagram to provide valuable advice and spark conversations. Posts discuss everything from the “perfect service voice” to integrating AI in customer support, all presented in a relatable, accessible tone.

The conversational style and genuine connection with its community foster a sense of belonging and encourage active engagement. This approach is a reminder that even in B2B spaces, Instagram can be used to build meaningful relationships with a targeted audience.

6. Liquid Death (@liquiddeath): Humor and Edgy Aesthetics

Followers: 5.1 million
Engagement Rate: 0.24%
Target Audience: Millennials, Gen Z, alternative lifestyle consumers

Liquid Death is not your average beverage brand. With its bold, edgy marketing and metal-inspired branding, it stands out in the beverage space. The brand uses dark humor and provocative visuals to engage its audience, blending heavy metal aesthetics with a health-conscious message.

A perfect example of this strategy in action is its collaboration with The Deep from Amazon’s The Boys, which attracted thousands of comments. Liquid Death’s approach shows that being unconventional, even in a saturated market, can drive massive engagement and build a unique community.

7. Duolingo (@duolingo): Playful Content with a Strong Mascot

Followers: 4.2 million
Engagement Rate: 7.14%
Target Audience: Language learners, Gen Z, meme lovers

Duolingo’s Instagram account is a masterclass in combining humor with education. The brand uses its green owl mascot, Duo, to create content that resonates with Gen Z and Millennial audiences, making language learning fun and relatable. Duolingo’s playful content, memes, and interactions with current trends keep engagement high, with posts often going viral for their witty take on everyday struggles.

This strategy proves that even educational content can be entertaining, especially when it speaks the language of its target audience.

8. Ryanair (@ryanair): Embracing Meme Culture and Humor

Followers: 1.6 million
Engagement Rate: 0.16%
Target Audience: Budget travelers, meme lovers

Ryanair’s Instagram page is built on humor and relatability. The airline embraces meme culture, often poking fun at budget travelers and the flying experience itself. Its posts feature amusing short videos and witty travel memes that cater to its target audience.

By mixing practical information about flight deals with lighthearted content, Ryanair effectively engages its audience while keeping the tone aligned with its brand identity. This strategy emphasizes the power of humor in creating engagement.

9. Vans (@vans): Influencer Collaborations and Lifestyle Branding

Followers: 16 million
Engagement Rate: 0.06%
Target Audience: Skateboarders, streetwear enthusiasts, music lovers

Vans is not just a shoe brand; it has become a cultural icon. Its Instagram feed celebrates the lifestyle surrounding skateboarding, music, and streetwear. By collaborating with musicians, artists, and athletes, Vans creates exclusive, limited-edition collections that its followers are eager to support.

The brand’s posts showcase its products in an authentic, lifestyle-driven way, blending behind-the-scenes footage with product shots and collaborations. This strategy appeals to its diverse audience and keeps engagement levels high.

10. Red Bull (@redbull): Extreme Sports and High-Energy Content

Followers: 26 million
Engagement Rate: 0.33%
Target Audience: Extreme sports fans, adrenaline junkies

Red Bull’s Instagram is all about pushing boundaries. Whether it’s featuring extreme athletes or sharing jaw-dropping stunts, the brand’s content is designed to engage adrenaline-seeking audiences. By showcasing feats of human and mechanical endurance, Red Bull reinforces its brand identity and inspires its followers to chase thrills.

With a combination of high-energy content and collaborations with top athletes, Red Bull maintains a strong presence on Instagram, keeping followers engaged and excited.

11. The Sill (@thesill): Aesthetic Visuals and Product Showcasing

Followers: 734,000
Engagement Rate: 0.08%
Target Audience: Home décor enthusiasts, plant lovers

The Sill’s Instagram feed is a visual treat. The brand focuses on stunning images of houseplants, accompanied by educational content on plant care and stylish home décor ideas. Its feed creates a serene, aesthetically pleasing atmosphere that appeals to plant lovers and interior design enthusiasts.

By curating high-quality, soothing visuals, The Sill fosters a deep connection with its audience, encouraging engagement through both product promotion and community-building content.

12. National Geographic (@natgeo): Educational Content with a Purpose

Followers: 279 million
Engagement Rate: 0.03%
Target Audience: Nature lovers, photographers, environmental enthusiasts

National Geographic’s Instagram account is a testament to the power of visual storytelling. By showcasing breathtaking wildlife photography and educational content, the brand engages its audience while promoting awareness about global environmental issues. Each post invites followers to learn and discuss the wonders of the natural world, creating a thoughtful and engaged community.

Conclusion

The brands highlighted here have mastered the art of engagement by staying true to their identity and values. Whether it’s through humor, storytelling, influencer collaborations, or user-generated content, these brands understand the importance of creating authentic connections with their audience. For businesses looking to thrive on Instagram, the key lies in consistency, creativity, and community-building. By understanding what resonates with your audience and embracing authenticity, your brand can also drive meaningful engagement and build a loyal following.

Ready to elevate your brand on social media? Engage Coders can help you build impactful social campaigns that drive engagement and grow your customer base.

Contact us today to get started!