Nike’s social media game plan is winning big time. TOTEMS, an analytics tool that tracks how brands compare on Instagram, places Nike at the top with 6.7 million followers and approximately 33 million posts mentioning the #Nike hashtag.

So what is Nike doing right that other brands can learn from?

For one, the company understands what type of content resonates with its Instagram followers. Nike does a fantastic job at mixing up its content. During the 2014 FIFA World Cup, the company was posting images of locals playing football in countries whose games were coming up. Yet, before the Croatia-Brazil game, Nike shared a photo of locals playing Picigin, a popular beach sport played in Croatia. This change of pace was well received by the company’s followers, as the picture received over 190,000 hearts on the social platform.

The brand also understands the power of showing gratitude to its fans. At certain milestones, the company will thank its followers for their unwavering support. The posts receive thousands of comments and hundreds of thousands of hearts, without the company incentivizing consumers for their engagement. Appreciation really does go a long way.

Nike continues to lead in Instagram marketing, as it has been one of the few brands to design campaigns solely for Instagram. Not only that, but Nike’s Instagram account truly fosters a sense of community. Despite having sub-accounts such as Nike Running and Nike Women, the flagship account keeps the sense of these communities alive with distinct posts.

Nike’s Instagram strategy has been wildly successful due to the fact that it involves the users. Some companies are afraid that users will not engage with a gratitude post, and thus, shy away from thanking their fans. This is a big no-no. User involvement is key on social networks as it allows for word-of-mouth evangelists for the brand. The company also keeps its posts topical and shares engaging content that extends beyond its own product. Other companies can find out a lot from Nike’s Instagram strategy. They should study it, learn from it, and implement it. In other words, they should #JustDoIt.