Brands That are Killing it on Instagram

Instagram remains a vital platform for North American brands to engage with their audience, build a loyal community, and drive sales. Here’s a look at some North American brands that are killing it on Instagram in 2024, along with their follower counts and key strategies.

1. Nike: Mastering the Art of Storytelling

Instagram Followers: 330 million+

Nike, based in Oregon, continues to lead the pack by leveraging the power of storytelling. Their content is a mix of motivational stories, user-generated content, and interactive posts that deeply engage their community. In 2024, Nike’s "You Can't Stop Us" campaign continues to inspire millions, blending professional athletes' stories with those of everyday people.

What you can learn: Focus on authentic storytelling that aligns with your brand’s values. Use Instagram Stories, Reels, and posts to share narratives that connect with your audience on a personal level.

2. Glossier: Creating a Community-Driven Brand

Instagram Followers: 3 million+

Based in New York, Glossier has transformed the beauty industry by prioritizing community over traditional advertising. They continue to leverage Instagram to crowdsource ideas, feature user-generated content, and engage directly with their followers. Their minimalist aesthetic and real-skin focus have made them a staple in the beauty community.

What you can learn: Engage your audience by encouraging user-generated content and feedback. Create a brand aesthetic that resonates with your community and make them feel like an integral part of your brand’s story.

3. Gymshark: Leveraging Influencers and Authenticity

Instagram Followers: 11 million+

While originally founded in the UK, Gymshark has a strong North American presence, particularly in the U.S., where they’ve built a loyal following. Gymshark has effectively used influencers and embraced authenticity to build their brand. In 2024, they continue to collaborate with fitness influencers who embody the brand’s values of dedication and perseverance, sharing workout tips and motivational content.

What you can learn: Collaborate with influencers who align with your brand values. Keep your content authentic and relevant to your audience's interests.

4. Fenty Beauty: Embracing Inclusivity and Diversity

Instagram Followers: 14 million+

Founded by Rihanna and based in the U.S., Fenty Beauty has set a new standard for inclusivity in the beauty industry. On Instagram, they highlight their diverse range of products that cater to all skin tones. In 2024, Fenty Beauty continues to push boundaries by featuring a wide array of models and influencers, resonating deeply with a global audience.

What you can learn: Prioritize inclusivity and representation in your content. Ensure that your brand speaks to a diverse audience and reflects the world around us.

5. Allbirds: Showcasing Sustainable Fashion

Instagram Followers: 1 million+

Based in San Francisco, Allbirds is known for their eco-friendly footwear and has mastered the art of showcasing sustainable fashion on Instagram. Their 2024 content highlights their commitment to the environment, offering behind-the-scenes looks at their production processes and featuring their latest innovations. Their minimalist aesthetic aligns well with their environmentally-conscious audience.

What you can learn: Highlight your brand’s commitment to sustainability and ethical practices. Use Instagram to educate your audience about the impact of their purchasing decisions.

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