Posted 09.11.2022 by Meghan Crawford

45 Social Media Content Examples for 2022 (Paid & Organic)

Looking for social media content ideas? We’ve curated 45 examples of great social media content below.

The best place to get good social media content ideas is directly from the playbooks of the pros. That’s why we’ve put together some of the best posts, ads, and accounts for you to peruse.

Bookmark this page or steal the examples you like the most for your swipe file.

Don’t have a swipe file? We’ve got you covered. You can grab our free template here or read our post about how to make your own. Like this post, it’s full of examples of B2C and B2B social media inspiration, so there’s something for everyone.

Here’s how we’re breaking up this post:

Alright, now on to the #inspo.

Organic Social Media Examples

1. Later – Distilling Large Ideas for Social

Later breaks down social media trends, tools, and tactics in easy, bite-size lessons for their followers.

View this post on Instagram


Turn your Instagram followers into readers and customers! ⁣Add links or tag products in Instagram posts to turn your feed into a clickable, optimized landing page. ⁣⁣ by Later helps your followers find the exact URL they’re looking for from your feed. 🎉⁣⠀ ⁣ ⁣⁣⠀ Better understand what content is driving the most traffic, and with new features like product tagging & sales tracking, you’ll be able to measure exactly how much revenue you’re getting from Instagram! 💸🙌 ⁣⠀ ⤴ Link in bio: Drive Traffic & Track Revenue from Instagram with⁣ ⁣⤴⁣⠀ ⁣⠀ #smm #socialmediamarketing #socialmediatips #socialmediamanager #socialmediastrategy⁣ #linkinbio #growyourinstagram #instagramforbusiness #instagramstrategy ⁣⠀

A post shared by Later: Social Media Scheduler (@latermedia) on

What we love about this post:

  • Creative – The graphic makes the most of the carousel format, drawing the reader’s eye through the slides. It’s bright and fun (which is very on brand) but not overly crowded; the image text is easy to read and simple.
  • Copy – Both caption and image copy illustrate the value of the feature.
  • Content – This post provides educational value to the audience while still promoting Later’s new feature. In other words, it’s useful. It’s also easily digestible which makes it appropriate for social.

2. HubSpot – Timely, Relatable Content

HubSpot consistently nails timely content on their Instagram page.


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As we’ve heard from so many of you, the global health and economic crisis has upended businesses across every industry. In the coming months — through weekly installments — we’ll be focusing on the shifts you need to make to build a marketing strategy for today’s unique situation and tomorrow’s new economy. Join us for Adapt 2020 through the link in bio. #GrowBetter #HubSpot #MarketingStrategy

A post shared by HubSpot (@hubspot) on

What we love about this post:

  • Creative – Colorful, on-brand, and most importantly visually familiar, this graphic is an excellent example of how to use design as visual shorthand. Before even reading the caption or the image text, the audience knows this post is full of resources.
  • Copy – The copy is compelling and relatable. It acknowledges the opportunities, outlines their game plan for overcoming said pain point, and delivers on the initial promise of a helpful resource (implied through the graphic format) with a closing CTA.
  • Content – Timely content still needs to be useful content. Instead of making a blanket statement about “unprecedented times” without providing any value, HubSpot took the time to listen to what their audience needed, develop resources, and deliver those resources in a helpful, human-focused way.

3. Shopify – Using Existing Assets

Like many companies, Shopify has had to pivot its content strategy for its business expansion. Take for instance this cross-border selling video:

What we love about this post:

  • Creative – Shooting new footage for market expansion is complex; Shopify exemplifies how to make a big announcement without sacrificing quality. We’re also a fan of how they’ve synced the visuals and the beat for maximum impact.
  • Copy – Both the post copy and the video text are simple, clean, and effective. It blends audio and text very well. The video text doesn’t distract from the visuals, is easy to read, and makes the voice-over accessible for hearing impaired viewers or just people who don’t ever turn their sound on… like us. 😅
  • Content – Shopify frames their cross-border selling in a refreshingly optimistic, forward-thinking light: this isn’t an unfortunate temporary solution. It identifies every possible challenge and shares helpful tips with its users in simple trends. That tone shift is what makes the video so effective.

4. Taboola – Putting a New Spin on Slideshow Videos

Social video doesn’t have to be complicated to be inspo worthy, as Taboola demonstrates with this service promo.

What we love about this post:

  • Creative – The video format doesn’t have to be anything ground-breaking or complicated if the quality is there. Stripped down, this is just a simple slide show with overlay text but the graphics are creative, engaging, and just plain pretty. That’s enough to take this slide show to the next level.
  • Copy – You’ll see us mentioning this time and time again in this post, but it really is the hallmark of good social copy – simple, direct, and easy to read.
  • Content – Taboola highlights the value of their service with both the copy and the creative. They tell the viewer that they can reach audiences on “the world’s top websites” while showing them what that could look like on those very websites.

5. Jacksonville Jaguars – Finding Creative Ways to Engage

We’ve talked about this before, but if you’re looking for creative, effective ways to engage on social, look to your favorite sports teams.

Like the Jacksonville Jaguars.

Sports Team Instagram Stories Example

What we love about this post:

  • Creative – The emoji slider against a graphic is a very simple but effective concept to drive engagement.
  • Copy – “Be the Scout” is both the content series title and a CTA that sets the audience’s expectations for the following images in the Story. The subtitle fills in any blanks.
  • Content – There are two things happening here that made this Story stand out to us. 1) The use of one of Instagram’s interactive Story features. They’re there for a reason – to drive higher engagement. And 2) a multi-part Story. Compel your audience to stick around and tap through for more content instead of scrolling on to the next Story in their feed.

6. Shipt – Highlighting Humans (Part 1): Team Member Spotlight

Behind-the-scenes style content humanizes a brand. Shipt does a good job of this with their employee highlights as part of their employee advocacy program.

What we love about this post:

  • Creative – The image quality is great and the subject stands alone, without products or props cluttering up the frame. While it seems almost too simple, it doesn’t need to be any more complex than that – posts with human faces in them do better on average than other photos.
  • Copy – The copy tells a compelling story and encourages the audience to respond with a simple but effective CTA.
  • Content – This post turns the spotlight on their employee’s accomplishments while also showcasing how Shipt is an integral part of her success.

7. HubSpot – Highlighting Humans (Part 2): Employee Takeover

HubSpot has made employee takeovers a regular part of the content on their employee life IG account.


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Happy Friday from Singapore! 🇸🇬 My name is Mariel (mar-yell) @forgottendiary and I’m a Senior Facilitator on the Learning & Development Team. • I help onboard new members of our Customer Success org in Singapore and the rest of APAC including Australia 🇦🇺 and Japan 🇯🇵 • I’m excited to run the employee takeover today with my cat Luci @lucifurrcat as we navigate the new normal of working from home😻. • • • #hubspotlife #hubspot #hubspottingathome #workfromhome #wfhlife

A post shared by HubSpot Life (@hubspotlife) on

What we love about this post:

  • Creative – Do you know what performs almost as well as images with humans in them? Pet pics! This post features both. One gold star sticker for HubSpot.
  • Copy – Because this is not just an employee spotlight but a takeover, writing the copy in first person makes it feel immediately casual and personal. This isn’t a post from a faceless brand logo; it’s from Mariel, the awesome developer with the cute cat.
  • Content – Serializing employee takeovers or any behind-the-scenes content 1) fills up those frustrating, blank days in your social media content calendar. You know the ones. And 2) positions your employees as experts in their fields, elevating them and highlighting the awesome talents of your team.

8. Gary Vee – Using Image Text to Drive Traffic

One of the most important parts of publishing a LinkedIn article is the header image. It needs to grab attention and inform, since there’s no place to write description copy.

LinkedIn Article Header Image Example from Gary Vee
What we love about this post:

  • Creative – The clean, eye-catching design doesn’t distract from the text but rather amplifies it. Everything about the graphic is designed to inform the reader at a glance what the article is about and who it was written by.

Note: Yes, there is a small typo in the headline. Perfection isn’t necessarily a determining factor in whether or not a post will perform well. Which is a relief, since no one’s perfect, not even Gary Vee

9. Amgen Oncology – Engaging the Audience with Quizzes

It is a truth universally acknowledged that a person in possession of good WiFi must be in want of an Internet quiz.

Seriously, though.

Quizzes are fun and therefore engaging. You can use built in poll features or get a little more creative with the format like Amgen Oncology does here.

What we love about this post:

  • Content – The content format is the clear winner in this post. Reveal-image style posts still work as Twitter quizzes and they’re super-compelling.

10. Pantone – Leveraging User-Generated Content

Pantone excels at the strategic use of User-Generated Content to build a stunning feed.


View this post on Instagram


This color palette is eggcellent. 📷: @mydailypantone

A post shared by PANTONE (@pantone) on

What we love about this post:

  • Creative – Pantone’s entire Instagram content strategy is built on choosing aesthetically pleasing, high-quality UGC like this. The bright colors grab audience attention in the feed.
  • Copy – Short, punny copy doesn’t detract from the image, which is the star of the show here.

11. No Name – Relatable Humor

People go to social media to be educated, distracted, and entertained.

No Name entertains and provides value through humor.

What we love about this post:

  • Creative – Like Pantone, the colorful graphic grabs attention in the feed, but for anyone familiar with the brand, it’s also immediately recognizable. Simple, clean black lines, bright yellow. 100% on brand.
  • Copy – Both the post copy and image are text are minimal, but that’s part of what makes the post so funny. When it comes to humor, less is often more. Don’t explain your jokes. Please.

12. Canva – Repurposing Zoom Footage

2020 threw a wrench in many of our content creation plans in more ways than one. But your continued commitment to a responsible remote work environment in 2021 doesn’t have to come at the expense of making great social content.

Check out how Canva repurposed a recorded video chat to create an entertaining series for their Instagram audience.


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Canva Lovers! 😍 Want to know what happens when we #CanvaChallenge people to go head to head in making a design? In our first episode, two of Canva’s best brand designers race to create a logo in under five minutes. Who’s the Canva Challenge champion? Share your winner in the comments! 🏆

A post shared by Canva (@canva) on

What we love about this post:

  • Creative – While Canva isn’t a video editing software, this looks like it could have been made in Canva (in the best way). The video feels very on brand and polished despite the use of webcam footage. The yellow and purple background division is eye-catching and fun and the imperfect shapes used for the speaker bubbles adds to the DIY, almost scrapbook-esque style.
  • Concept – We’re a fan of episodic content for social and this video series is the perfect intersection of educational and entertaining. The creative use of Zoom footage is also refreshing to see.

13. Taco Bell – Jumping on Silly Trends

Trends aren’t new to social media, but TikTok exploding onto the scene has definitely changed the way we consume trending media. New trending formats are cropping up constantly which is actually great news if you’re a brand looking for some content ideas to improve your social media strategy. 👀 Of course, brands jumping on a trend can sometimes feel forced or cringey.

But with the right timing and a heavy dose of not taking yourself too seriously, it’s possible to get it right like Taco Bell did.

@tacobellAnd now, an announcement from our CEO. ##tacobell ##fyp♬ original sound – tacobell

What we love about this post:

  • Concept – The idea behind this announcement is pretty standard stuff: Taco Bell got a lot of feedback about their decision to cut potatoes from the menu, so this is a response to that feedback. The format of that response, though, was key. Using the silly filter, having the announcement come from the CEO, and copying popular editing styles from other viral content all works together. It’s fun to watch, it’s shareable, and it’s absurd enough to be memorable.

14. DGMG – Repurposing Podcast Content

You know we’re fans of making your content work smarter, not harder. For example, reformatting, repurposing, and reposting podcast content is a great way to fill out your content calendar and promote it on your other channels.

Dave Gerhardt does that with his marketing podcast.

What we love about this post:

  • Creative – Audiograms are a pretty popular way to repurpose podcast content, but they’re often not very visually engaging. Gerhardt gets around that by adding a few simple elements: the cutout of his face, the lightly animated captions, and the CTA in the footer for the whole video. Together, these elements grab and hold the viewers attention in a way that just the audio waveform in the background couldn’t do on its own.

15. Zoom – Sharing Pro Tips for Users

Showcasing product features on social is a great way to interest prospective customers and provide value to existing customers.

And yes, this does work for SaaS brands, too, as Zoom proves.

What we love about this post:

  • Creative – This video is just a lightly edited screen recording, so nothing fancy, but it doesn’t need to be. We like the clean, branded border but the real value is in how the video walks the viewer through the entire process of where to find the feature and how to use it from both the host and participant views.

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Paid Social Media Examples

16. Moz – Standing Out with Colorful Ad Creative

We mentioned using bright colors to stand out in your audience’s feed in the earlier section on organic social. The same holds true for paid media.

Moz does an excellent job of grabbing attention with bold color choices.

Colorful Example of Facebook Ad from Moz

What this ad does well:

  • Creative – This graphic hits several marks. 1) The color palette is bold, which will capture attention in the target audience’s feed, but it’s not so bright that it hurts the eyes or distracts from the message. 2) The lines and graphical elements draw the eye into the center of the image where 3) there’s a human face, an image which generally performs well.
  • Copy – Strong, minimal copy studded with impressive, curiosity-raising stats gets the point across quickly and efficiently.
  • Clever Targeting – This ad is targeted to people who like marketing and marketing agencies, so a case study link makes sense here. They’ve targeted for an audience that is more likely to be curious about this particular case study and also more likely to be interested in Moz’s services after reading the said case study.

17. Airtable – Bringing Creative Flair to Ads

You’re more likely to reach prospects with paid social, so channel some of that creative energy usually reserved for organic social posts into your ads instead to hit your social media KPI.

Airtable is a great example of a company that builds beautiful ads but doesn’t spend a lot of time on their organic presence – and that’s ok.

read this next

How to Build a Better B2B Social Media Strategy: 2022 Guide

What this ad does well:

  • Creative – The illustrations combine an eye-catching, graphic style with funny captions to both grab and hold attention in the feed. This same illustration style is present on the Instagram account, creating a cohesive, branded look.
  • Copy – Ad copy doesn’t have be dry and boring. Airtable illustrates that with short, witty copy that still delivers an effective value prop.
  • Landing Page – The idea of using your Instagram account as a landing page is both unique and aesthetically pleasing. It’s also a great move for brands who haven’t developed a consistent organic strategy yet but are starting to run ads.

18. Adwerx – Savvy Image Text Placement

Ad copy is definitely important but ad image copy is even more so. Check out how Adwerx uses image text to maximum advantage in this example:


Facebook Ad Image Text Example

What this ad does well:

  • Creative – Overall, this is a very clean, seamless design. It pops against the white of the feed and the bar of white against the blue background draws the eye from the feed into the middle of the image.
  • Copy – This ad recognizes that the image is read first, not the primary text. That’s why the main, impressive stat is introduced in the image text and then readdressed in the primary text.

19. MelodyVR – Keeping the Viewers’ Attention

When using video in your paid media, it should be able to grab and then hold the viewer’s attention. Like this ad by Melody VR.

What this ad does well:

  • Creative – Bright colors (which work well on both dark and light mode) grab the viewer’s attention and then the ad border keeps their gaze contained within the video to hold their attention longer. Quick transitions and succinct text placement help the video feel fast-paced and easily-digestible.

20. Homesick Candles – Simple But Aesthetically Pleasing Video

Don’t underestimate the power of simple, pretty creative. Homesick Candles consistently nails that in their ads.

Cinemagraph-Style Video Ad Example

Watch the whole ad here to feel a little homesick.

What this ad does well:

  • Creative – The simple direct messaging text and subtle cinemagraph of a flickering candle flame make for a minimalist but still aesthetically pleasing ad. It’s also a great example of a simple way to re-use and refresh product shots for your Shop Now ads.

21. Firstleaf – Casual but Compelling Copy

Do your ads sound stilted and salesy or do they sound like you? Like your brand voice?

Firstleaf approaches ad copy with a casual voice, which is fitting for a trendy, millenial brand.

Firstleaf Facebook Ad Content

What this ad does well:

  • Creative – Humans trust other humans, remember? By including a human element in their product shot, Firstleaf is triggering that response in prospects viewing the ad.
  • Copy – Great, casual copy makes this ad feel less salesy and more conversational – while still operating within the classic Problem, Agitate, Solve framework.

22. Kodiak Cakes – Leveraging Testimonials in Shop Now Ads

Testimonials are powerful tool for selling for a pretty simple reason: people trust other people’s recommendations. Even people they don’t know.

See how Kodiak Cakes uses a testimonial in their ad copy 👇


Shop Now Facebook Ad Example from Kodiak Cakes

What this ad does well:

  • Creative – The carousel of photos gives the feel of shopping an online catalog and the photos themselves are particularly compelling and aligned with the brand’s lifestyle positioning. Kodiak Cakes’ product isn’t pancake mix, it’s the idea of the outdoors and adventure.
  • Copy – Using a glowing testimonial as the ad copy is a simple but effective tactic.

23. Calm – Adding Value with Their Ads

Can you create an ad that adds value to your prospects’ timelines… even if they don’t buy anything?

Yes, because value can mean different things – education, entertainment, or, in the case of Calm, mental wellness and self-care.

Motion Graphic Facebook Ad Example

Take a 20 second meditation break and watch the full ad here.

What this ad does well:

  • Creative – Apart from being colorful and eye-catching, the reason this video ad works so well is because it showcases a feature of the product right in the timeline, allowing prospects to experience the app without even having to download it. It’s also refreshing to come across an app that injects a little bit of zen into your scrolling.
  • Copy – While the primary text copy is strong and addresses the pain point, the important copy in this ad is the video text. It guides viewers through a simple breathing exercise, proving value before asking for a sale with the end card CTA.

24. Coverage Book – Illustrating Product Benefits From a New Angle

Telling the same story (Before-After-Bridge) from a new angle can make it feel fresh again.

See how Coverage Book did it.

What this ad does well:

  • Positioning – The copy here tells a story that positions the benefit of the product from an employee retention standpoint. This is a great tactic for B2B brands to use.

25. Carta – Reaching Ideal Users

How can you target your ideal user more effectively?

Get specific. Let them know that this ad is meant for them, like Carta does in this example.

Exact Match Copy in LinkedIn Ad

What this ad does well:

  • Copy – It’s clear to any CEOs reading this ad that the product was designed with their unique challenges in mind. By using exact match title and role in the copy, Carta is able drill down to reach their ideal user on a more personal level.

26. Tealium – Getting Specific with ABM

Account-based marketing is all about turning your dream clients into your actual clients.

Check out how Tealium tailors every part of their ads to stand out in the feeds of their target accounts.

Example of ABM on LinkedIn

What these ads do well:

  • Copy – Tealium calls out their target accounts (in this example, Nationwide and Capital One) in three different places: the ad copy, the image text, and the title (the text in the gray box at the bottom, with the URL). Every aspect is customized.
  • Creative – While the bright colors of these graphics are likely to stand out in the feed, where the creative really shines is how it makes the targeted copy pop even more. “Nationwide” and “Capital One” are highlighted in yellow, which draws the eye to them immediately, before the user reads any of the other copy.

27. Optimizely – Making the CTA the Focus

You have approximately 1.7 seconds to grab a prospect’s attention with your Facebook ad — 2.5 if they’re viewing on desktop. It’s your job to make the action you want them to take clear and compelling.

Optimizely uses a pop of bright color in their ad creative to draw the eye down to the CTA button.

Facebook ad example from Optimizely

What this ad does well:

  • Creative – Everything about the minimalist design here works toward their goal of drawing your eye down to the CTA button. The black background doesn’t distract, but instead allows the yellow accent color to pop as both the arrow and the abstract pattern draw the eye down to the CTA. The image text is easy to read and clean but still eye-catching with its clever design.

28. Q Spine Institute – Highlighting the Logo for Brand Recognition

Part of paid social is getting your foot in the door with brand association. This Facebook ad by Q Spine Institute does a great job of keeping their logo at the forefront without detracting from the messaging or design.

Example of Facebook ad by Q Spine Institute

What this ad does well:

  • Creative The full ad is very simply animated, rotating between three images with a static logo block in the corner. What’s eye-catching and unexpected is the way it breaks the rule of thirds, ensuring it stands out in the feed. We also love the attention to detail in making sure the elbows in each image break the letter Q, drawing the eye to the contrast difference and therefore the brand’s logo.

29. HubSpot – Eye-Catching Animations

When you’re trying to stop thumbs, your ad creative is one of your most powerful tools. You want something that helps stand out in your prospects’ endless, overcrowded feeds.

HubSpot knows that a little bit of movement is often enough to catch and hold users’ attention.

Facebook Ad Example from HubSpot

(View the full animation here)

What this ad does well:

  • Creative – The simple but eye-catching animations help this ad stand out in the feed, but they’re also functional: the white space makes the image text easier to read. It’s also not overly graphical; the animations enhance the image without detracting from the human element, which performs well.
  • Copy – Both the ad and image copy are concise and targeted, quickly illustrating value.

30. Incogmeato – Turning Up the Heat with a Poll

Twitter and LinkedIn’s native poll features are excellent tools for engagement and that remains true for sponsored posts.

Check out how Incogmeato did it below.

Example of Sponsored Twitter Post from Incogmeato

What this ad does well:

  • Creative – Adding the graphic to this poll is what took it to the next level. The image copy draws the eye first and calls for interaction in a playful, slightly antagonistic way.
  • Copy – The slightly inflammatory messaging encourages dialogue without being offensive.

31. Recess – Retargeting with Venn Diagrams

While you don’t have much time to get your point across in an ad (remember, 1.7 seconds), you can use visuals to communicate messaging faster.

Take for instance how Recess used a Venn diagram in this retargeting ad.

Example of Facebook Ad from Recess

What this ad does well:

  • Creative – Overall, this graphic is very aesthetically pleasing and on brand — soothing color palette and casual lowercase typography. The standout feature, though, is the use of the Venn diagram. Because the Venn diagrams are instantly recognizable and interpreted, it works as a kind of visual shorthand to communicate their messaging quickly.

32. MainStreet – Breaking the Fourth Wall

Sometimes, the best way to break up the monotony and stand out in a feed vying for your prospects’ attention is to acknowledge the obvious: hey, this is an ad!

Breaking the fourth wall is unexpected and refreshing, as proven by MainStreet in this promoted Tweet.

promoted tweet from MainStreet that breaks the fourth wall with humorous copy

What this ad does well:

  • Copy – Both the image text and the primary copy grab attention immediately and communicate the value prop well. More impressive, though, is how the copy also works as a lead qualifier. The ad simply asks the user to not to click the ad if they don’t meet the criteria, which feels engaging and compelling, rather than off-putting, because of the casual, personal tone.

Social Media Accounts to Follow for Content Ideas

33. Aldi UK on Instagram

Aldi is an international grocery store chain with over 10,000 locations across Europe, Australia, China, and the U.S.

They’re best known for their no frills stores and low prices, but their Instagram is also poppin’.

Why we follow:

  • Never-Ending Feed – Aldi UK’s IG page is a masterful example of a seamless grid. Scrolling through their page is a visual buffet that feels like one cohesive, never-ending image.
  • Link in Bio – The brand pairs their mouthwatering images with breezy, casual copy that gives you just enough of the recipe to want to actually click through to the link in bio and read the rest as well as shop the ingredients.


Aldi's Instagram Homepage and Grid

34. Arm on LinkedIn

Arm is a software company that designs and licenses processor chips, headquartered in Cambridge, UK with locations globally. Their LinkedIn account is regularly updated and while clearly targeted toward a software and technology audience, it’s still a great example of B2B social done well.

Why we follow:

  • Balanced Feed – Arm posts a good mix of product focused content and HQ behind-the-scenes content to their LinkedIn page.
  • Aesthetic B2B – In addition to being balanced, Arm’s feed is full of posts with cool, colorful graphics that make the subject matter feel less abstract.


B2B LinkedIn Account Content

35. HubSpot on Facebook

Most marketers are familiar with HubSpot. They’ve been around for nearly a decade and a half and their status as experts on inbound marketing is apparent in how they manage their social media accounts. They’re crushing it across all channels, but we particularly recommend checking out their Facebook presence.

Why we follow:

  • Consistent Branding – Both HubSpot’s paid and organic content are beautifully and consistently branded for a flawless, unified, and aesthetically-pleasing brand experience.
  • Education Done Well – Providing value and resources at no-cost to your customers is how to build strong customer relationships.


HubSpot Paid and Organic Facebook Content

36. Later on Instagram

Social media planning and scheduling app by day and industry experts by… well, also day, Later is well-known in the social media scene. It should come as no surprise to find them on this list.

Why we follow:

  • Organic Advertising – Later’s Instagram content is bright, colorful, fun, and really makes you want to start using Later if you don’t already. It’s a great example of how you can advertise your product in organic and owned media without coming across as pushy and salesy.
  • Education Done Well – As industry experts, Later uses their platform to educate followers about all things social media – not just their own product features. Their account is a useful resource if you’re looking to learn about social media news, trends, or tools.


Later's Colorful Instagram Account

37. Pantone on Instagram

The Pantone Color Matching System is used across most industries as the standard for color classification and reproduction.

On social, though, it’s easy to forget that Pantone is a B2B company, since their branding is so aesthetic.

Why we follow:

  • Use of UGC – UGC is a valuable asset in the content calendar of any brand, but for Pantone it is the content calendar. Because they rely so heavily on UGC, they’re also extremely discerning when choosing which content to share. You’ll notice that their feed is consistent in terms of quality despite being aggregated from a variety of creators.
  • Color Gradient Grid – We love a good grid and Pantone’s color gradient grid is on point. And since color inspiration is literally their whole deal, it’s also 100% on brand. So, start scrolling and get inspired.


Pantone's Instragram Account and User Generated Content

38. Slack on Twitter

If your company functions anything like ours does, then you’re likely already familiar with Slack, especially in the era of working from home and social distancing.

But you might not be familiar with their Twitter account… and you should be.

Why we follow:

  • Community Management – Slack’s masterful community management is due to both their responsiveness and the voice they use. The funny, casual vibe that comes through in their posts is the same tone they use when responding to customer questions, concerns, and replies.


Twitter Account with Good Management

39. Square on Instagram

Square is a merchant services company based out of Silicone Valley. You’ve probably swiped your card with one of their card readers at your local coffee shop or small business. On social, that’s exactly who they’ve chosen to highlight – a strategy that other B2B brands in similar industries can learn from.

Why we follow:

  • Customer Stories – Customer success stories are by extension your brand’s success stories. Square leverages the power of these testimonials regularly, turning their Instagram page into a mini case study library.
  • Consistent Branding – Clean, minimal, black-and-white. Square’s posts are consistent and easily recognizable in the feed.


Example of Consistent Branding on Square's Instagram

40. Steak-Umm on Twitter

Snarky, witty commentary from a food brand? We’ve seen it before, but not quite like this. Wendy’s social media manager crawled so that Steak-Umm’s social media manager (AKA Nathan Allebach) could run – and also dance on TikTok with a Steak-Umm box on his head. Twitter is where things really took off for Steak-Umm, though.

Why we follow:

  • Brand Voice – Human, witty, self-aware, and slightly absurd, Steak-Umm’s Twitter voice is a persona unto itself. While it doesn’t have much to do with frozen steak, that’s kind of the point, as evidenced by the brand’s recent viral fame.


Example of a Unique Brand Voice on Twitter

41. Tim Gray on Instagram

Tim Gray is a freelance motion graphics designer and co-founder of Breakout Clips, a video ad template service. His Instagram account features a lot of the animations he designs for the site.

Why we follow:

  • Creative Inspiration – Tim Gray’s unique creative style is a great source of inspiration for how to use motion graphics in your future content. You can save examples to a dedicated video and graphic design swipe file to share with your design team or freelance designers you work with. Kind of like bringing a photo of the style you want when you go to get a haircut. Or you can get the design straight from Breakout Clips – all of Tim’s designs are available for download through their subscription service.


Tim Gray Instagram Content Ideas

42. Van Leeuwen Ice Cream on Instagram

Founded in NYC, Van Leeuwen is an artisan ice creamery with an IG presence that is just as delicious as their product.

Why we follow:

  • Colorful Feed – While most of their ice cream comes in yummy tones of brown, pink, and cream (you know, normal colors for ice cream that’s not full of food coloring), Van Leeuwen’s posts always incorporate fun pops of color – either in the background or the ice cream cartons themselves.
  • Amateur and Professional Photography – Van Leeuwen manages their IG feed with a great mix of stunning, professional product shots and more casual, “iPhone photography” of relatable moments or just fans enjoying their ice cream. The result is both balanced and aesthetic.


Well-Done Example of Product Photography

43. Trainual on LinkedIn

Trainual provides companies with a central hub for onboarding, training, and SOP management. Their LinkedIn page acts as its own training manual of sorts, full of helpful advice, knowledge, and industry news.

Why we follow:

  • Episodic Content – Serial content is great not only for a consistent feed but also for capturing and holding users’ interest week after week. Alongside social-first content like their company culture series, Trainual repurposes clips from their podcast “Process Makes Perfect,” filling their page with consistently engaging episodic content that works for the platform.


Examples from Trainual's LinkedIn Company Page

44. Gong on LinkedIn

Another B2B SaaS brand with a great LinkedIn presence, Gong is a sales insights and analytics tool for remote teams.

Why we follow:

  • Engaging Text Posts – Looking at Gong’s LinkedIn page, you’ll see it’s not flooded with pretty graphics or fun videos. It’s mostly… text posts. Why does it work? A few reasons. Their consistent format — all caps headline followed by a double-spaced exposition — is easy to read and digest. Their straight-forward, first-person voice feels casual, like you’re talking to a friend. And finally, they consistently provide value. The majority of their posts are full of punchy, actionable advice for sales professionals.

Examples from Gong's LinkedIn Company Page

45. Lessonly on LinkedIn

Lessonly provides businesses with customer service and sales training solutions. Their LinkedIn page features their customers, team, and tons of helpful info for platform users.

Why we follow:

  • User-First Focus – Lessonly’s LinkedIn is full of great info for users, made with those users in mind. Their article and webinar teasers are easy to read, the main point of any post is clear before the fold/’see more’ tab (LinkedIn truncates text at 140 characters), and they highlight their customers as stars in a regular series. Oh, and did we mention their customer community, Llama Nation? 🦙
  • Consistent Branding – The color consistency on the page is aesthetically pleasing and cohesive. It’s also nice to see a brand that uses team pics instead of stock photos, which feels more personal and authentic.

Lessonly's Company page on LinkedIn


[Bonus]: Organize your creative process with our social media swipe file + template

Use our Social Media Swipe File Template to build a gallery of good ideas and social media examples. To get you started, we’ve filled it with some of our favorite examples of great social posts — both paid and organic.

→ Click here to get it now.

Looking for More Social Media Inspiration?

If you’re interested in more examples of great social media content, check out the following resources:

Don’t forget to read our post about building a social media swipe file and grab our free template.

Examples from this post are already in there to give you a head start. 😉

Meghan Crawford

Meet Meghan Crawford, a California transplant by way of Florida, and Content Marketing Manager. Yes, she wrote that tweet you liked. No, she won't accept your guest post.

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