In 2025, Instagram isn’t just a place for pretty pictures. It’s where the most creative brands tell their stories, reach new fans, and build real connections with their audience. Whether it’s through quick Reels, interactive Stories, or eye-catching campaigns, the brands that stand out know how to use Instagram as a full experience.

From fashion and fitness to tech and food, these companies aren’t just posting—they’re building communities, inspiring trends, and making content people want to see and share. Let’s look at who’s doing it best this year and what they’re doing differently.

Fashion and Apparel Brands Leading the Way

Fashion on Instagram has always been big, but in 2025, it’s more dynamic than ever. These brands go beyond product photos. They use storytelling, creator collabs, and lifestyle-driven visuals to connect with followers who want more than just something to wear.

Nike (@nike)

Nike knows how to speak directly to its community. Their feed combines sports, motivation, and culture to create powerful messaging.

• Athlete takeovers, inspiring Reels, and short behind-the-scenes videos
  
  
• Regular features of everyday athletes alongside big names
  
  
• Movement-focused campaigns with real emotion
  
  

They’re not just promoting shoes—they’re promoting mindset, effort, and belonging.

Gucci (@gucci)

Gucci continues to lead with a creative, artistic aesthetic. Their Instagram feels like a fashion gallery.

• Collaborations with photographers, stylists, and unexpected celebrities
  
  
• High-production video campaigns that feel cinematic
  
  
• Unique use of AR and filters to let fans try on pieces virtually
  
  

Gucci stays bold without losing its heritage, and that’s what keeps fans coming back.

Zara (@zara)

Zara keeps things sleek, simple, and stylish. Their posts are curated like pages from a modern design magazine.

• Carousel posts that showcase entire outfits from different angles
  
  
• Focus on neutral tones, clean lines, and minimalist editing
  
  
• Stories packed with lookbooks, sales, and seasonal style drops
  
  

It’s less about flashy visuals and more about quiet confidence and trend-savvy storytelling.

FashionNova (@fashionnova)

FashionNova thrives by staying fast and loud. Their Instagram never sleeps—and their audience loves that.

• Daily outfit inspiration in bold, body-positive styles
  
  
• Influencer content everywhere, from micro creators to major celebrities
  
  
• UGC shoutouts that help followers feel seen and involved
  
  

They’ve created a space that’s fun, confident, and constantly evolving.

H&M (@hm)

H&M blends style with purpose. In 2025, their Instagram showcases not only new looks but also values that matter.

• Posts that highlight sustainable pieces and eco collections
  
  
• Diversity-forward campaigns featuring creators worldwide
  
  
• Relaxed photography that feels approachable and editorial
  
  

Their storytelling leans into brand purpose without overdoing it, which resonates well.

Shein (@sheinofficial)

Shein’s growth hasn’t slowed down. They’ve mastered short-form content and global reach.

• Colorful, snappy Reels featuring new arrivals
  
  
• Daily posts filled with outfit inspiration and trend edits
  
  
• Influencer haul videos that drive massive engagement
  
  

By turning everyday shopping into a shared experience, Shein keeps their feed endlessly scrollable.

Alo Yoga (@alo)

Alo Yoga does more than sell yoga clothes—they offer a whole lifestyle. Their feed is a relaxing scroll through wellness, movement, and mindfulness.

• Peaceful yoga videos mixed with fitness tips
  
  
• Curated color palettes and soft aesthetics
  
  
• Wellness content that includes food, breathwork, and meditation
  
  

Their wellness-driven content aligns with Instagram’s evolving vibe toward balance and intention.

Comme des Garçons (@commedesgarcons)

This brand isn’t trying to fit in—they stand out through abstract visuals and an unconventional approach.

• Experimental photo layouts and textures
  
  
• Campaigns that look like contemporary art pieces
   
• No captions or hashtags, just visuals that speak for themselves
  
  

It’s not for everyone, but that’s the point—and it works for their ultra-creative audience.

Beauty and Cosmetics Brands with Stunning Visuals

Natural skincare products with eco-friendly packaging displayed on wooden blocks, representing beauty branding and organic self-care marketing.

Beauty content shines on Instagram, and these brands are using it to build emotional connections and inspire self-expression. It’s no longer about polished perfection—it’s about real users, confidence, and fun.

Sephora (@sephora)

Sephora’s feed feels like a mini beauty magazine, filled with vibrant color and variety.

• Daily content featuring brands, tutorials, and skincare guides
  
  
• Quick Reels with trending techniques and product routines
  
  
• IG Live sessions with creators and makeup artists
  
  

Sephora consistently leads in Instagram Stories that provide value and keep viewers engaged.

Rare Beauty (@rarebeauty)

Rare Beauty continues to grow a loyal fanbase by leading with kindness and authenticity.

• Pastel-themed visuals and soft filters for a soothing vibe
  
  
• Real users and mental health advocates featured regularly
  
  
• Bite-sized how-to clips and product highlights
  
  

The tone is gentle and uplifting—a perfect match for what the brand stands for.

Huda Beauty (@hudabeauty)

Huda Beauty goes big and bold with every post. It’s glam, loud, and full of high-impact visuals.

• Bold colors and dramatic makeup tutorials
  
  
• Personal appearances by founder Huda Kattan
  
  
• Exciting launch teasers and community reposts
  
  

They aren’t shy about using Instagram likes as part of their campaign insights and social proof.

Glossier (@glossier)

Glossier focuses on simplicity and authenticity. Their content feels like a calm breath of fresh air.

• Natural lighting, real textures, and minimal editing
  
  
• Skincare shots that feel personal and honest
  
  
• Stories that highlight customers and soft product reveals
  
  

It’s a space that feels peaceful and trustworthy, especially for skincare-first followers.

R.E.M. Beauty (@r.e.m.beauty)

R.E.M. Beauty is known for its futuristic branding and soft visuals. Created by Ariana Grande, the account feels dreamy but modern.

• Space-themed design paired with minimal editing
  
  
• Tutorials and swatches that are short and easy to follow
  
  
• Launch teasers that use audio trends and filters
  
  

They’re proving that Instagram polls and interactive Stories can drive product interest with younger audiences.

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Food and Beverage Brands Engaging Audiences

Food brands use Instagram to do more than show products. They tell stories, share behind-the-scenes content, and build emotional connections—whether through recipes, memes, or creative visuals.

Starbucks (@starbucks)

Starbucks is a master of seasonal vibes and cozy storytelling.

• Bright visuals for drink launches and seasonal menus
  
  
• Stories that feature customers, baristas, and in-store moments
  
  
• Reels showing drink-making ASMR and community stories
  
  

They’ve found success through a mix of storytelling and Instagram giveaway campaigns that reward loyal fans.

McDonald’s (@mcdonalds)

McDonald's keeps it fun, modern, and full of personality.

• Memes, throwbacks, and menu teasers that get tons of shares
  
  
• Localised campaigns that celebrate global flavors
  
  
• Fan content that feels casual and community-driven
  
  

The brand knows how to insert humor and nostalgia into every post, making the content endlessly shareable.

Sweetgreen (@sweetgreen)

Sweetgreen gives healthy eating a fresh, colorful identity.

• Posts that showcase clean, real ingredients
  
  
• Stories that explore sourcing, sustainability, and nutrition
  
  
• Reels featuring behind-the-scenes prep and seasonal menu items
  
  

They use thoughtful design and calming visuals to build an aesthetic that stands for more than just salad.

Auntie Anne's (@auntieannespretzels)

Auntie Anne’s uses humor and nostalgia to win over Instagram users.

• Silly memes mixed with soft pretzel glamour shots
  
  
• Reels showing dough pulls and dipping moments
  
  
• Customer reposts that bring fun energy
  
  

With playful tone and colorful visuals, their Instagram always feels welcoming and lighthearted.

Halo Top Creamery (@halotopcreamery)

Halo Top mixes dessert with lifestyle content that feels indulgent but relatable.

• Bright color palettes and minimalist design
  
  
• Reels highlighting flavors and fun seasonal themes
  
  
• Posts that blend dessert cravings with health-conscious messaging
  
  

The account strikes a balance between fun and functional content, often featuring smart Instagram bios that fit their playful identity.

Tech and Electronics Brands Showcasing Innovation

Tech brands aren’t just about specs and features—they’re telling stories with their tools. On Instagram, the best brands bring innovation to life in a way that’s exciting, useful, and creative.

GoPro (@gopro)

GoPro’s Instagram is full of action and exploration.

• User-generated content from extreme sports and travel
  
  
• Reels showing slow-motion, underwater, or drone shots
  
  
• Stories that feature creator challenges and gear tips
  
  

They consistently deliver powerful content that blends their camera features with emotion-packed moments.

Apple (@apple)

Apple’s feed stays calm, clean, and quietly beautiful.

• High-res photos taken by users on iPhone
  
  
• Videos and carousels showing real-world product use
  
  
• User spotlights that turn fans into featured creators
  
  

Apple’s use of minimalist design remains unmatched in the tech category.

Samsung (@samsungmobile)

Samsung is flashy, bold, and all about capturing attention.

• Demos showing photo capabilities, especially in low light
  
  
• Bright visuals and stylised design for new launches
  
  
• Reels that break down camera and battery features
  
  

They rely heavily on Instagram picture sizes to maintain top visual quality in every campaign.

Sony (@sony)

Sony combines art and tech with confidence.

• Reels that look like short films
  
  
• Posts from photographers, musicians, and game designers
  
  
• Behind-the-scenes content from movie sets and studios
  
  

Their Instagram often feels like a creative showcase with a pulse on multiple industries.

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Lifestyle and Home Brands Creating Aesthetic Feeds

Instagram is ideal for lifestyle content—and these brands are using visuals and stories to turn daily life into something beautiful and useful.

Etsy (@etsy)

Etsy leans into its handmade, small-business charm.

• Photos from sellers showing behind-the-scenes crafting
  
  
• Posts that spotlight unique products and personal gifts
  
  
• Stories that feature shop owners and customer testimonials
  
  

They’ve built a visual brand that encourages connection and creativity.

IKEA (@ikea)

IKEA’s feed is all about clean, functional comfort.

• Bright, practical posts showing room makeovers and storage hacks
  
  
• Short Reels that explain easy DIYs or seasonal refreshes
  
  
• Stories that show how IKEA products fit into family life
  
  

Their content blends function and personality beautifully.

Warby Parker (@warbyparker)

Warby Parker keeps their brand light, stylish, and inclusive.

• Playful photoshoots with bold backgrounds
  
  
• Reposts of customers wearing their glasses in real life
  
  
• Stories with FAQ videos and try-on tools
  
  

They use a clean layout and humorous tone that make glasses feel cool and fun.

Tiffany & Co. (@tiffanyandco)

Tiffany is timeless but evolving. Their Instagram is graceful, with pops of modern creativity.

• Photos of real proposals and love stories
  
  
• Content featuring collaborations with designers and artists
  
  
• Reels showing the craftsmanship behind their iconic jewelry
  
  

The brand has successfully kept its luxury image modern, inviting, and emotional.

Sports and Fitness Brands Inspiring Movement

These brands are high-energy, motivating, and grounded in community. Their feeds celebrate activity—not just products—with stories that make followers want to move.

Adidas (@adidas)

Adidas mixes movement with culture to tell a strong story.

• Powerful visuals of athletes in action
  
  
• Collaborations with musicians, artists, and creators
  
  
• Story Highlights that take followers inside events and releases

Puma (@puma)

Puma’s Instagram is fast, fun, and unapologetically cool.

• Reels that highlight product and personality
  
  
• Bold colors, celebrity partnerships, and cultural crossovers
  
  
• Posts that don’t take themselves too seriously
  
  

The energy feels authentic—and that’s why it connects.

Final Thoughts

In 2025, the most successful brands on Instagram are not just growing followers—they’re building relationships. From fashion powerhouses like Gucci and Nike to tech innovators like Apple and GoPro, these brands understand that Instagram is more than a visual platform—it’s a space for storytelling, community, and identity.

The real secret behind their success isn’t just creative visuals or influencer collaborations. It’s the consistent effort to connect with their audiences through emotion, purpose, and authenticity. They create content that feels personal, not promotional—and that’s what keeps followers coming back.

Instagram in 2025 isn’t about perfection. It’s about presence. The brands that show up consistently with meaning, energy, and a bit of heart are the ones that will keep thriving.

Let these accounts inspire you to build a page that feels less like a pitch—and more like a conversation. That’s the real win.

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