Because the 12 months has continued to be a guessing sport of who will reign supreme amid an unsure market, Era Z analysis and technique agency DCDX’s newest report appears to be like on the high 50 “magnetic manufacturers” of 2025. The corporate defines such manufacturers as those who have the “energy to draw dialog, measured by means of natural user-generated content material (UGC).” It appears to be like at “model magnetism” measurements by how a lot the model is talked about and the way typically it’s talked about on-line.
The highest 50 manufacturers have been given a “magnetic” rating, out of 100, by inspecting their natural recognition (common weekly engagement of UGC over time) and consistency (variation in common weekly engagement of UGC over time) on three social media platforms: TikTok, Instagram and YouTube.
DCDX mentioned that UGC has change into an necessary metric for manufacturers which can be shaping shopper spending choices — 70 % of Gen Z mentioned it’s a useful a part of their shopping for journey and 6 in 10 shoppers mentioned that UGC “looks like probably the most real type of promoting.”
Most notably, the agency mentioned that short-term video is the highest media format with the very best ROI, outperforming all different codecs on each channel — DCDX mentioned that they’ve change into an integral a part of how shoppers are connecting with manufacturers. And thru TikTok, YouTube and Instagram, the social platforms are creating new methods for model discovery, creating social tendencies and dictating what resonates for manufacturers.
For DCDX’s high 50 most magnetic manufacturers of 2025, the highest 9 manufacturers generated greater than 50 % of all user-generated content material engagement — and symbolize greater than 113 billion engagements over the previous 12 months. The highest 25 manufacturers on the checklist drove 75 % of general engagement for the checklist. The “Magnetic 50” rating report can be damaged down individually by the three social media platforms.
The notable manufacturers on the checklist embody Disney, Roblox, Apple, Twitch, NBA, Netflix, Amazon, NFL, Method 1, Goal, Pinterest, Google, Samsung, Ferrari, OpenAI, Lamborghini, Purple Bull, Sephora, Nike, Audi, Zara, Snapchat, HBO, Walmart, Shein, WNBA, Tumblr, Adidas, Dior, Rhode and Huda Magnificence.
Among the many manufacturers (a few of which didn’t make the corporate’s high 50 checklist) that noticed the largest momentum with the speed of change in weekly engagements are Huda Magnificence, WNBA, Rhode, Netflix, Ulta, Maybelline, Twitch, Shein, Method 1 and the NBA.
In the meantime, the manufacturers that noticed the largest fall in momentum with the speed of change in weekly engagements embody Tesla, NFL, Lamborghini, Nike, Audi, Apple, Ferrari, Amazon, Goal, Temu, Walmart, Adidas, Sephora, Google, Coca Cola, Spotify, DoorDash, Disney and Purple Bull.
“Probably the most ‘Magnetic Manufacturers’ are those that present the groundwork for fandom to kind. Leisure, media and sports activities manufacturers proceed to dominate our rankings as a result of their shoppers are essentially completely different. Followers are pure model advocates — they’re extra than simply prospects. These shoppers are invested in ongoing outcomes and narratives. Trend and sweetness manufacturers aren’t exempt from this equation, however emotional loyalty is tougher when your relationship with shoppers facilities on discrete purchases somewhat than sustained engagement with narratives. Manufacturers in trend or magnificence can break by means of — like Rhode — by creating ongoing storylines by means of founder personalities, group constructing or product launches that change into cultural moments folks wish to take part in,” mentioned Mara Stolzenbach, director of technique at DCDX.
Listed below are DCDX’s high 50 manufacturers by engagement and consistency of natural UGC on TikTok, Instagram and YouTube and their “Magnetic” rating, out of 100.
- Disney — 99.48
- Roblox — 99.35
- Apple — 98.77
- Twitch — 98.75
- NBA — 98.29
- Netflix — 98.12
- Amazon — 97.14
- NFL — 96.32
- Method 1 — 95.77
- Spotify — 95.66
- PlayStation — 93.96
- Goal — 93.52
- Pinterest — 93.27
- Google — 93.15
- MLB — 93.03
- Discord — 92.90
- Reddit — 92.67
- Samsung — 92.60
- Ferrari — 92.45
- Toyota — 92.03
- Xbox — 91.95
- OpenAI — 91.85
- Lamborghini — 91.70
- Purple Bull — 91.44
- Nintendo — 91.27
- McDonalds — 91.04
- Sephora — 90.91
- Nike — 90.19
- Audi — 90.13
- Zara — 89.80
- Starbucks — 89.49
- Snapchat — 89.47
- Tesla — 89.26
- Uber — 88.89
- HBO Max — 88.66
- Oreo — 88.64
- Walmart — 88.58
- Shein — 88.46
- Chipotle — 87.75
- WNBA — 87.61
- Temu — 87.49
- KFC — 87.45
- Hulu — 87.38
- Tumblr — 87.31
- Adidas — 87.07
- Dior — 86.93
- Rhode — 86.87
- Huda Magnificence — 86.82
- Taco Bell — 86.59
- Airbnb — 86.57
