From pure entertainment value to cinematic storytelling, our social media team shares the best brands on social media right now.
Here’s who’s topping our feed and why.
Sult
The wellness space is crowded but Sult has found its niche by reframing electrolytes for everyone, not just athletes, and amplified it with a social strategy rooted in storytelling.
The central narrative is: two people who met on Hinge build business together. It’s helped, no doubt, by the fact that one half of the duo is Milly Goldsmith – a health and wellness influencer who’s no stranger to success on social with 620k+ Instagram followers and 400k+ on TikTok. In some ways, it feels like an extension of her brand; following the diaries of someone who’s already the main character.
@drinksult Sultry science on the SULT channel, stay tuned
♬ original sound - drinksult
The social content oscillates between retro-style cinematic mini-dramas, dubbed ‘Sultry Science’, that make the educational messaging fun, and more ‘off-the-cuff’ insights into the pair’s story, à la Milly’s usual content.
“They’ve made followers part of their journey. They screen record FaceTimes and share WhatsApp messages, and people already have that connection to Milly, so it feels like watching your friends build a brand. You want them to do well,” says Brandnation’s Junior Account Manager, Niamh Conneely.
And with the brand recently hiring the former social media manager of Odd Muse – a move teased across TikTok before the reveal – they’ve clearly got much more to come.
Bellissima
Bellissima takes care of curls with its specialised Diffon diffuser hair dryers, and as our client, we’ve come up with creative ways to showcase that on social.
In collaboration with fellow Italian brand and curl champion Umberto Giannini, we launched a social media giveaway coined ‘the ultimate curl duo giveaway’, amplified by influencer @curlswithkeish. Triple the reach, triple the impact.
The approach has been community-first, both online and IRL. We’ve been touring the country partnering with the UK’s best curl specialists and inviting the internet’s curly-haired darlings for pamper sessions. Most recently, we went local in Leeds and the story surged across owned, earned and paid.
Over time, we’ve built ‘The Curl Collective’ – a curated network of influencers with a sturdy sphere of influence across the UK’s curl community.
“Bellissima are playing the long game. They’re building brand equity over time with community and education,” adds Lola O’Neill, Content and Social Media Executive at Brandnation.
@bellissima.uk Leeds, we turned up the volume (literally)! ✨ Last week, we hosted our highly anticipated Bellissima Salon Tours, the ultimate curly hair experience for beauty press and influencers. The day included a luxe hair wash, expert curl styling and defining by a curly hair specialist, plus a live demo of the bestselling Diffon Supreme diffuser in action. And the cherry on top? A goody bag that was every curly girl’s dream, packed with must-haves for the ultimate curl routine 💝 Missed this one? Don’t worry, the curl tour isn’t over yet. Comment below which U.K city you want to see Bellissima salon tours next 👀 #CurlyHair #beautyevent #NaturalHair #leeds #Curls ♬ original sound - Bellissima UK
Sisters & Seekers
Sisters & Seekers have nailed their entertainment-first approach. They’ve turned their office team into stars, leaning into TikTok trends and coming up with their own creative ideas.
“They’ve humanised the brand in a way that feels real and funny. It’s like you’re in a group chat, and you’re seeing a feed of memes – except everyone in that group chat has a starring role and they’re wearing clothes you want,” says Lola.
@sistersandseekers never pass me the aux #sistersandseekers #embarrassing #awkward ♬ original sound - Sisters and Seekers
Culted
In only six years, Culted has cemented itself as the go-to for all things Gen Z fashion and culture with its social content.
They’re papping your favourite celebrity’s street style, interviewing supermodels backstage at designer shows, capturing the internet’s boyfriends’ controversial buzzcuts – and tipping you off about it all as it happens.
We love the immediacy and cultural relevance, packaged up perfectly into bitesize, easily consumable moments.
@culted He looks so British now idk how to explain it #timotheechalamet #timothéechalamet #timotheechalametedit #timothéechalametedit #fyp #aidanzamiri #martysupreme #foryoupage ♬ original sound - RicoAce♠️
The New York Jets
The NFL is going global, and the New York Jets is using social media to score the UK’s support.
The team partnered with ITS Bagel for exclusive ‘Jet-style’ bagels in Soho, dropped limited edition merch at a pop-up in Carnaby Street, and threw parties at pubs across London. It’s a strategy that brings a slice of New York energy to UK fans in a way that still feels local.
“The activations cover food, fashion and parties. When you see it on social, you’re literally invited to something that feels culturally relevant – something exciting and ‘now’,” says Niamh.
“They’re making American football cool for a UK audience. It’s a good strategy from the Jets as the NFL begin to expand into the UK market. I’ve not seen other teams do this… yet!”.
An honorary mention to...
We’ve been loving how influencer Matilda Bea has been working with brands. The internet’s hostess with the mostest, Matilda has become the go-to for lifestyle-led brand collaborations that leverage her niche and really don’t feel like ads.
Her recent partnership with Elemis saw her throw a ‘skincare and sushi’ dinner party with her friends, while her collaboration with Moth Drinks hooked us with an aesthetic idea for an ice bucket sink.
It’s aspirational, but also feels accessible, like a Pinterest board. You can take what you want from it.
“I literally love her. She’s my roman empire.” adds Niamh.
@matildabeaa ad I invited my besties over for an @ELEMIS skincare and sushi night, they all got given my favourite pro-collagen products too as Elemis is celebrating 20 years of their pro-collagen range 🥺 #dinnerparty #hosting #host #hostingtip #skincare #elemis #sushinight #besties ♬ original sound - ALTÉGO
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About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
