Social Media Brand Voices That Actually Work
Most brands try to sound friendly online. Some pull it off. Others sound like a clunky AI chatbot that got hit with a thesaurus.
Instead of listing every big brand with a marketing budget, we pulled together the social media accounts we actually talk about. These are the voices that stood out during our latest podcast episode - the ones that are smart, funny, thoughtful, and most importantly, authentically them. They have a strong social media brand voice.
This is our unofficial, very real list of brands that get social media voice right.
The Tonight Show with Jimmy Fallon
Fallon’s team gets it. They don’t just cut clips from the show - they build for social. Quick games, snappy edits, and high-energy celebrity bits dominate their TikTok and Instagram.
It’s not just content. It’s content made for the algorithm. And it doesn’t feel like a late-night show repackaged - it feels like it belongs in your feed.
Wendy’s
Wendy’s basically invented brand personality on Twitter. Long before most companies knew how to post a meme, Wendy’s was roasting competitors and cracking jokes with fans.
Their voice is bold, funny, and sharp - but still feels human. It was risky when they started. Now, it’s the blueprint.
Little Caesars
This pizza brand doesn’t take itself too seriously, and that’s the point. Whether it’s bizarre product names like “Crazy Puffs” or absurd ad spots (looking at you, Eugene Levy), Little Caesars leans into weird.
Their social tone is goofy, offbeat, and self-aware - the kind of energy that cuts through the feed.
Duolingo
Duo the Owl is an internet legend at this point. Duolingo’s TikTok account combines unhinged mascot humor with a weirdly accurate take on Gen Z culture.
It’s bold, chaotic, and surprisingly effective. They’ve managed to turn a language-learning app into one of the best-performing social brands out there.
I Mom So Hard
Real-life parenting meets real-life humor. This comedy duo brings an authentic, loud, and laugh-out-loud tone that parents actually relate to.
They lean into hashtags like #MomBag and constantly bring the kind of honesty that feels like a group chat gone public - and that’s why it works.
Tottenham Hotspur FC
Their official channels cover the sports basics. But their TikTok? That’s where the voice really shows up.
Between behind-the-scenes moments, goofy edits, and genuine fan banter, Spurs’ social voice feels less like a football club and more like a well-run fandom.
Grammarly
Grammarly’s content is proof that even grammar can be emotional. Their campaigns - like the one about the sushi chef learning English - are thoughtful, simple, and effective.
The voice is clean, supportive, and clear. Not stuffy. Not robotic. Just helpful.
This is a great example of how a clear social media brand voice can simplify even technical content.
GoPro
GoPro keeps words to a minimum and lets its fans do the talking - or filming. Their strategy leans heavily on user-generated content from extreme athletes and everyday adventurers.
The brand voice is visual, bold, and aspirational - and it makes you want to grab a GoPro and do something mildly dangerous (safely, of course).
Airbnb
Airbnb’s feed is packed with wanderlust and warmth. They spotlight real hosts, real guests, and real moments that make you want to pack your bags immediately.
The use of #AirbnbExperiences encourages storytelling, while their visuals do most of the heavy lifting. Their voice is all about belonging - and it nails it.
National Park Service
Yes, a government agency made the list. And yes, they’re hilarious. NPS’s voice is a combination of ranger wisdom and dry comedy.
From calling out trash-leavers to posting raccoon memes, they balance helpful advice with a tone that actually makes you want to follow the rules.
Red Bull
Red Bull doesn’t need long captions. Their content is fast, loud, and full of adrenaline.
Extreme sports videos, first-person POVs, and stunts that make you say “nope” - all served with minimal copy and maximum impact. Red Bull shows that action is a voice too.
Universal Orlando Parks
Universal’s social team understands fun. They reply to fans, jump on trends, and share behind-the-scenes looks that break down the “big corporate” feel.
Whether it’s Minions doing memes or staff poking fun at themselves, the voice is sharp, relatable, and full of park personality.
Why These Social Voices Stand Out
Every brand on this list knows exactly who they’re talking to.
They don’t play it safe. They don’t try to mimic their competitors. These brands lean into their personality, understand the platforms they’re on, and speak in a way that builds connection - not just reach.
If you're working on improving your social media brand voice, these brands are your cheat sheet.
Want to hear the stories behind these picks? We break it all down on the Meeting of the (Strong) Minds podcast. You’ll hear how brands like Duolingo, Little Caesars, and even the National Park Service have carved out space in the scroll - and what you can learn from them.
