"As the year has continued to be a guessing game of who will reign supreme amid an uncertain market, Generation Z research and strategy firm DCDX's latest report looks at the top 50 "magnetic brands" of 2025. The company defines such brands as those that have the "power to attract conversation, measured through organic user-generated content (UGC)." It looks at "brand magnetism" measurements by how much the brand is talked about and how often it is talked about online."
"Most notably, the firm said that short-term video is the top media format with the highest ROI, outperforming all other formats on every channel - DCDX said that they have become an integral part of how consumers are connecting with brands. And through TikTok, YouTube and Instagram, the social platforms are creating new ways for brand discovery, creating social trends and dictating what resonates for brands."
"For DCDX's top 50 most magnetic brands of 2025, the top nine brands generated more than 50 percent of all user-generated content engagement - and represent more than 113 billion engagements over the past year. The top 25 brands on the list drove 75 percent of overall engagement for the list. The "Magnetic 50" ranking report is also broken down separately by the three social media platforms."
DCDX ranks the top 50 "magnetic brands" of 2025 based on organic UGC engagement and consistency across TikTok, Instagram and YouTube. Magnetic scores reflect average weekly UGC engagement and its variation over time to measure popularity and steadiness. UGC strongly influences buying decisions, with 70 percent of Gen Z and six in 10 consumers valuing UGC as authentic advertising. Short-form video delivers the highest ROI across channels and fuels brand discovery and trends. Engagement is highly concentrated: the top nine brands generated over half of all UGC engagement, and the top 25 drove 75 percent of total engagement.
Read at WWD
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