Diving In: Top 10 Brands on Social – January 2025

Who are the top 10 brands dominating social media in January 2025?

As we step into 2025, brands are continuing to push the envelope on social media, engaging with audiences through innovative content and strategic timing. Based on engagement data from January 2025, these ten brands have led the charge, driving massive interactions across platforms. Let’s dive into what made them stand out.

1. FC Barcelona

Total Engagements: 543M+
FC Barcelona continues to dominate the social media world, leveraging its global fanbase with viral content that includes behind-the-scenes moments, match highlights, and interactive fan engagement campaigns. Their ability to create compelling narratives around their players and club history keeps them at the forefront of engagement.

2. ESPN

Total Engagements: 395M+
ESPN remains one of the most influential sports networks, capitalizing on major events such as the NFL playoffs and European football competitions. Their in-depth coverage, fast-breaking news updates, and engaging commentary on sports superstars helped keep them as a leading force in digital sports content.

3. Real Madrid CF

Total Engagements: 370M+
As one of the biggest football clubs in the world, Real Madrid CF drives massive engagement through fan-centric content, historic club moments, and real-time match highlights. Their ability to connect with supporters through digital storytelling ensures their consistent presence in top engagement rankings.

4. Pubity

Total Engagements: 315M+
Pubity has grown into one of the biggest social media publishers, curating viral and trending content that resonates with millions. Their focus on humor, pop culture, and engaging visual media allows them to sustain high levels of interaction across multiple platforms.

5. Daily Mail

Total Engagements: 300M+
The Daily Mail continues to thrive by covering breaking news, sports, and celebrity culture with an engaging digital-first approach. Their timely content delivery and ability to capture public interest through viral headlines have made them a consistent leader in audience engagement.

6. DailyMailTV

Total Engagements: 280M+
The Daily Mail’s television extension effectively combines entertainment, news, and exclusive celebrity interviews to capture significant engagement on social media. Its ability to tap into trending topics with engaging video content sets it apart from traditional news brands.

7. Barstool Sports

Total Engagements: 265M+
Barstool Sports’ irreverent take on sports and pop culture keeps its audience highly engaged. Its mix of memes, sports highlights, and interactive fan engagement makes it a dominant force in digital media, particularly among younger demographics.

8. Bleacher Report

Total Engagements: 245M+
Bleacher Report remains a top destination for sports fans. It is known for its unique blend of real-time sports coverage, entertaining graphics, and player-focused storytelling. The company’s content strategy keeps it competitive in the fast-paced sports media space.

9. House of Highlights

Total Engagements: 232M+
House of Highlights excels in curating the best sports moments, capturing must-see plays, and sharing viral clips that drive high engagement among sports enthusiasts. Their Instagram and TikTok strategies, in particular, help them maintain a strong presence in social media.

10. Alfinetei

Total Engagements: 215M+
Alfinetei has made a significant impact on social media by delivering engaging and relatable content that spans humor, news, and trending cultural discussions. Their strong community engagement and shareable content style have solidified them as a top-performing brand.


Top Performing Content by Type:

Analyzing the most engaging content from January 2025, video posts were the standout format, driving the highest reaction rates. The trailer for The Woman in the Yard led engagement with a staggering 10,835% reaction rate, showing that cinematic teasers can captivate online audiences. On Twitter, @babygirlmovie’s short and intriguing quote post gained significant traction, while @quiverdistribution’s Instagram gallery post effectively leveraged fan anticipation for the One Piece adaptation. Sports content continued to shine with Sportsnation’s high-performing image post on Cristiano Ronaldo, proving that legendary athlete retrospectives resonate with audiences. Even text-based content made an impact, with @TryTheSubstance creating engagement through cryptic messaging. These findings reinforce that short, visually engaging, and emotionally resonant content is key to success on social media.

Top Content Overall:

Among the best-performing content across all platforms, FC Barcelona led the way with its celebratory Instagram Reel, generating over 10M engagements. Their championship victory content resonated strongly with fans, blending excitement with behind-the-scenes access. Other standout posts included Santos FC’s Neymar tribute video and FC Barcelona’s SuperFinal graphics, which engaged millions of football fans. These results highlight how emotionally driven, highly shareable sports content continues to perform exceptionally well across social media.

Key Takeaways from January 2025 Social Media Trends:

  1. Sports Teams & Media Lead Engagement: The presence of FC Barcelona, Real Madrid, ESPN, and Bleacher Report reinforces how dominant sports content remains.
  2. Entertainment & Pop Culture Drive Virality: Publishers like Pubity, Daily Mail, and Barstool Sports show that humor and timely coverage of trending topics continue to attract massive interactions.
  3. Video-Centric Content Wins: Brands leveraging short-form video, Reels, and TikTok content, such as House of Highlights and DailyMailTV, maintain high engagement levels.
  4. Interactive & Fan-Centric Content is Key: FC Barcelona, Barstool Sports, and Bleacher Report showcase how direct engagement with audiences fosters stronger connections and increased social interactions.

With these insights, brands can refine their social media strategies by gaining inspiration from January’s top performers. As we progress through 2025, it will be fascinating to see if these brands continue to dominate or if someone else wins the top slot!


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Diving In: Media & Entertainment State of Social

Recap of the State of Social Media in 2024: Key Trends & Top Stats for Media & Entertainment

Social media continues to evolve, and as we move through 2025, media and entertainment brands must stay ahead of the latest trends. ListenFirst’s State of Social Media: Media & Entertainment 2024 report offers a deep dive into what drove Engagement, audience growth, and content performance across platforms. Below are the key takeaways that every marketer should know.

Download the full report here and check out our deep dive below!

1. YouTube’s Surprise Surge While TikTok Holds Strong 

Contrary to initial projections, YouTube experienced an unexpected boom in subscriber growth, closing the year with a +25% increase—far exceeding its projected +14%. Meanwhile, TikTok defied predictions of a sharp decline in follower growth, ending with only a -9% drop instead of the anticipated -31%. These trends indicate that YouTube is solidifying its dominance in the video space, while TikTok remains resilient despite speculation about slowing momentum.

2. Engagement Wars: Instagram Still Leads, But TikTok is Gaining 

Engagement rates saw a YoY increase of at least 10% across Instagram, TikTok, and YouTube. Notably, TikTok posted an astonishing 63% growth in engagement, surpassing forecasts by 51% and reinforcing its dominance in social media. However, Twitter continues to struggle, experiencing a 27% decline in engagement, extending a four-year downward trend.

3. The Rise of Gallery Posts—But Video Still Reigns 

While gallery posts (carousel images) made up only 16% of total content, they contributed to over 34% of total engagement. However, video content still dominates, even though its engagement share has declined from 56% in 2022 to 40% in 2024. This suggests that while images maintain a steady level of interaction, short-form video remains the most impactful format for engagement.

4. Hashtag Strategy Shifts: TikTok & YouTube Drive Discovery 

A notable trend in 2024 is the increased use of hashtags on TikTok and YouTube, with both platforms leveraging hashtags for video discovery and algorithm recommendations. In contrast, Instagram’s hashtag usage has remained relatively flat, as it increasingly relies on its Explore page and user interactions (likes, shares, and watch time) for content discovery.

5. TikTok Dominates in Viewership Growth

Despite concerns about oversaturation, TikTok has seen a +24% increase in post volume and viewership. This marks a strong rebound from 2022, outpacing both Instagram (-25%) and YouTube (-5%) in viewership growth. The numbers indicate that TikTok’s content consumption is not only growing but thriving, despite an increase in competition.

6. Timing Matters: Midday & Midweek for Maximum Engagement 

For brands aiming to maximize engagement, posting between 9 AM and 3 PM PST continues to yield the best results. Additionally, Tuesdays and Wednesdays have emerged as peak engagement days in 2024. However, as social media behavior evolves, there may be opportunities in non-traditional time slots (like Sunday afternoons) to capitalize on less crowded posting times.

7. The Uncertain Future of TikTok: What’s Next? 

With ongoing discussions about a potential TikTok ban, brands are exploring alternatives. The rise of Instagram Reels, YouTube Shorts, and Snapchat Spotlight suggests that short-form video isn’t going anywhere—it’s just diversifying. Meanwhile, emerging platforms like Triller, Rednote, and BeReal could become new homes for displaced TikTok creators. Additionally, we may see a shift towards Patreon, Substack, and direct brand collaborations as influencers seek alternative revenue streams.


Top 10 Social Media Stats for Media & Entertainment (2024)

Beyond these broad trends, the latest Owned Social Score data highlights the most dominant media companies and their performance across platforms. Here are the top 10 M&E brands on social media for 2024:

  1. Disney leads the pack with an Owned Social Score of 10.83 billion, making it the most dominant media conglomerate on social media. 
  2. Warner Bros. Discovery follows with 7.47 billion, securing the second position in the rankings.
  3. NBCUniversal ranks third with 6.86 billion in Owned Social Score, showing strong performance across platforms.
  4. ViacomCBS (Paramount) takes fourth place with 5.42 billion, maintaining a competitive presence.
  5. Netflix, despite no traditional TV network presence, ranks fifth with 2.15 billion, showing the power of streaming-first brands.
  6. TikTok engagement surged for NBCUniversal with a +112.3% increase, making it one of the fastest-growing platforms.
  7. Netflix saw the highest TikTok growth at +138.71%, proving the platform’s importance for entertainment brands.
  8. YouTube remains strong, with NBCUniversal experiencing +30.49% growth, reinforcing the importance of long-form and short-form video.
  9. Instagram remains a major driver, with Disney leading in Instagram engagement at 6.12 billion interactions.
  10. Facebook continues to decline in relevance, with most conglomerates seeing minimal growth or even negative movement in their Owned Social Score.

Final Thoughts: What This Means for Media & Entertainment Brands

Social media in 2024 is more dynamic than ever, with YouTube surging, TikTok remaining a powerhouse, and Instagram maintaining its engagement dominance. Video content still leads, but strategic shifts in hashtags, timing, and platform diversification are key to staying relevant. As brands prepare for potential TikTok disruptions, understanding where audiences are migrating and how engagement behaviors are evolving will be crucial for success.


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Diving In: Landman Social Marketing

Landman: How Paramount+ Built a Social Media Phenomenon

Since its premiere on November 17, 2024, Landman has emerged as one of Paramount+’s most successful series to date, captivating audiences with its high-stakes narrative of the West Texas oil boom. Beyond its gripping plotlines and stellar cast, the show’s meteoric rise is also a testament to an innovative social media strategy that turned casual viewers into passionate fans.

Under the guidance of the Showtime/MTV Entertainment Studios Social team, Landman achieved record-breaking growth and engagement across platforms like TikTok, Facebook, Instagram, and X. This success didn’t happen by chance—it was the result of meticulous planning, data-driven content creation, and a fan-first approach to engagement.

1. Early Foundation: Building Dedicated Communities

The Showtime/MTV Entertainment Studios Social team started strong, laying the groundwork for Landman‘s success by launching dedicated social media accounts weeks before the show’s premiere. This proactive move gave the team time to build excitement and establish a sense of community among fans before the first episode aired.

“Our team is laser-focused on building fandom for leading franchises. Our repeatable playbook is to launch dedicated social accounts for new series like Landman, cultivating highly engaged communities, brick by brick,” said Tyler Hissey, SVP, Social Showtime/MTV Entertainment Studios.

The strategy quickly paid off. By January 2025, Landman‘s dedicated accounts had amassed substantial followings from the ground up:

  • Facebook: 287K followers
  • Instagram: 91K followers
  • X (formerly Twitter): 4.3K followers
  • TikTok: 440K followers

Hissey added that this approach translated into accelerated follower growth and substantial social viewership. “Landman became a massive hit quickly after premiering on Paramount+, and it’s been exciting to see that translate to accelerated follower growth and massive social viewership,” he said.


2. What Fans Want: Content That Resonates

The secret to Landman‘s social media success was its ability to understand what fans connected with most and deliver content that resonated deeply with them. The Showtime/MTV Entertainment Studios Social team supplemented traditional promotional materials with highly shareable, context-neutral scene lifts—moments that could captivate even those who weren’t familiar with the show.

One standout example was the now-viral scene featuring Dallas Cowboys owner Jerry Jones sharing a story with Jon Hamm’s character, Monty Miller. These scene lifts acted as “Trojan horses,” designed to hook casual viewers and inspire them to explore the series further.

“There are many incredible performances and storylines in Landman, and it’s our job to optimize them for social virality,” Hissey said. “We access insights from tools like ListenFirst to identify which characters and moments are resonating organically. Those insights inform our publishing strategies.”

The results speak for themselves:

  • Over 5,000 user-generated posts have been created by fans since the premiere, including hundreds of fan edits.
  • Scene lifts consistently outperformed other post types in engagement and views.
  • Sunday posts achieved the highest engagement rates, outperforming the rest of the weekend posts by 20–30%.

By prioritizing content that fans genuinely enjoyed and could share, the Showtime/MTV Entertainment Studios team turned Landman into a social media sensation.


3. Lessons from UGC and Real-Time Marketing

L to R Paulina Chávez as Ariana and Jacob Lofland as Cooper Norris in season 1, episode 5 of Landman streaming on Paramount+. Photo credit: Emerson Miller/Paramount+.

User-generated content (UGC) became a cornerstone of Landman’s social media strategy, amplifying fan enthusiasm across platforms. Drawing inspiration from popular UGC—including fan edits, viral clips, and even content from meme pages—the Landman team identified and repurposed moments that resonated widely with audiences.

“There have been thousands of user-generated posts about Landman, including hundreds of fan edits,” Hissey said. “We’re closely monitoring which UGC posts are spreading and often repurpose those scenes from official Landman socials and amplify them from relevant franchise channels.”

TikTok played a key role in Landman‘s strategy. By identifying high-performing UGC clips and viral trends, the team amplified these moments through official posts. For instance, a fan-inspired bar scene clip went viral on TikTok, prompting them to share a similar moment on Facebook, generating significant engagement. Real-time marketing allowed the team to quickly test and capitalize on trends, maintaining social momentum.


4. Platform-Specific Success: Tailoring Content to Each Channel

The Landman social team didn’t rely on a one-size-fits-all approach. Instead, they tailored their content to leverage the unique strengths of each platform, ensuring maximum engagement and reach.

TikTok: Explosive Growth with Scene Clips

TikTok emerged as Landman‘s most successful platform, thanks to a strategy centered on shareable, context-neutral scene clips. By exclusively posting captivating moments from episodes, the account grew rapidly, reaching 440K followers—the largest of all the show’s social platforms.

“We post context-neutral scenes on TikTok that can immediately hook users,” Hissey said. “For many viewers, one scene lift can be a Trojan horse inspiring them to watch an episode or the entire series.”

Facebook: Engaging Broader Audiences

On Facebook, Landman resonated with a wide demographic by showcasing relatable storylines and key characters. With 287K followers, the platform became a hub for broader engagement, particularly on Sundays, which consistently outperformed the rest of the week by 20–30%.

Instagram: Visual Storytelling and Reels

Jerry Jones and Billy Bob Thornton as Tommy Norris in season 1, episode 9 of Landman streaming on Paramount+. Photo credit: Emerson Miller/Paramount+.

Instagram provided a space to highlight the show’s stunning visuals and memorable moments. Through a mix of short-form Reels and scene-based galleries, the account grew to 91K followers, with strong performance on Sunday posts from 9 AM – 12 PM, most likely in anticipation of episode release day. The second most popular day is Tuesday, followed by Monday, likely due to fans being excited about and engaging with the latest episode.

X (formerly Twitter): A Niche for Real-Time Discussions

While smaller in follower count at 4.3K, X allowed for real-time conversations with fans, particularly during episodes. This intimate space fostered deeper engagement among the show’s die-hard audience.

By aligning their strategy with the strengths of each platform, the team ensured that Landman reached its audiences where they were most active.


5. Learnings and Adaptations

Throughout Landman‘s campaign, the Landman social team demonstrated a willingness to adapt their strategy based on data and fan feedback. This iterative approach helped them maximize engagement and make the most of the show’s social media presence.

Scene Lifts: The Key to Engagement

Recognizing that scene lifts outperformed other post types early, the team shifted their focus to the moments fans couldn’t get enough of.

“Scene lifts are the most valuable social currency with Taylor Sheridan series, and we plan to continue developing a robust community by surfacing the moments that fans can’t get enough of,” Hissey said.

This fan-first strategy allowed the team to lean into what worked, creating content that consistently resonated with viewers.

Real-Time Marketing and Trend Adaptation

The ability to monitor audience engagement and adapt quickly was another cornerstone of the strategy. Platforms like TikTok enabled rapid testing of high-performing clips, often within 24 hours, helping the team stay ahead of social trends and keep the momentum alive.

Cross-Promotion in the Taylor Sheridan Universe

The team also leveraged the broader Taylor Sheridan universe, cross-promoting Landman with related shows like Yellowstone and Lioness. This interconnected ecosystem amplified Landman‘s reach, driving traffic between franchises and introducing the show to shared audiences.


6. Takeaways for Entertainment Marketing

The success of Landman offers valuable lessons for entertainment marketers looking to create impactful and community-driven campaigns. The Landman social strategy demonstrates how fan-first thinking and platform-specific approaches can elevate a show from being just another series to a social media phenomenon.

Launch Dedicated Social Handles

Creating dedicated accounts for Landman allowed the team to focus on building an engaged community exclusively for the show. “My team is laser focused on building fandom for leading franchises,” Hissey said. This approach gave fans a space to rally around the show even before its premiere.

Prioritize Scene Lifts

Landman leaned into scene lifts that highlighted compelling, context-neutral moments. These clips acted as gateways to the show for new viewers, driving incremental viewership and engagement across platforms.

Embrace UGC as Inspiration and Amplification

User-generated content played a crucial role in shaping Landman‘s social strategy. By repurposing fan edits and viral moments, the team created content that felt authentic and in tune with audience preferences. “We’re closely monitoring which UGC posts are spreading and often repurpose those scenes from official Landman socials,” Hissey explained.

Leverage Real-Time Engagement

The ability to quickly identify and amplify high-performing content was pivotal to the campaign’s success. By tracking trends and responding rapidly, the team ensured their strategy stayed relevant and effective.

Maximize the Potential of Platform-Specific Content

Tailoring content to each platform’s strengths—whether TikTok’s short-form virality or Instagram’s visual storytelling—allowed Landman to meet audiences where they were most active.


7. Lessons for Other Brands

The success of Landman offers actionable insights for marketers in any industry:

  1. Start Early: Launch dedicated social accounts 6–8 weeks before a launch to build anticipation and an engaged following.
  2. Understand Your Audience: Identify what resonates most, like Landman‘s focus on scene lifts, and tailor your content to those preferences.
  3. Leverage UGC: Use fan-created content for inspiration and amplification, strengthening connections and extending your reach.
  4. Tailor to Platforms: Create platform-specific content to engage audiences where they’re most active.
  5. Adapt Quickly: Monitor trends and pivot your strategy in real-time to maximize engagement.
  6. Cross-Promote: Collaborate with complementary brands or franchises to amplify visibility and shared engagement.

Conclusion

Landman has set a new benchmark for social media success in entertainment marketing. By combining compelling storytelling with a data-driven, fan-first approach, Paramount didn’t just promote a show—they built a vibrant community of engaged viewers. Through dedicated social accounts, a focus on context-neutral scene lifts, and an agile strategy that adapted to real-time trends, they transformed Landman into a social media phenomenon.

By meeting audiences where they are, leveraging user-generated content, and tailoring content to each platform’s strengths, the Landman social team crafted a campaign that not only drove record-breaking viewership but also set a new standard for how entertainment brands can connect with their audiences.

As Landman continues to captivate viewers, its social media success offers a roadmap for brands across industries. The key takeaway is clear: understanding your audience, engaging authentically, and being willing to adapt are essential to turning a product into a cultural phenomenon.

If you want to check out Landman, the whole first season is now available on Paramount+ with the first episode available free. 


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