Social media content has come a long way since the early days, and today it has an essential role in content marketing strategy.
Companies invest millions in their social strategies every year. In the UK, it’s estimated that 15% of marketing budgets are spent on social media. This figure is expected to grow to 26% by 2028.
Why are brands investing so much in producing high-quality, engaging content?
Social media marketing provides organisations with multiple platforms to demonstrate their core values, personality, and unique selling points. It gives companies a range of avenues to draw an audience, educate them, and entertain them.
Furthermore, with the in-depth analytics that can be gained from social networks, all platforms act as tools for generating leads, advertising, and, ultimately, increasing conversions. With every post, you have a unique opportunity to send a message. This is why companies are becoming increasingly tactical in how they curate social strategies.
Social media content is at the forefront of these strategies. To get the most out of your plan, you have to be familiar with all content types and how to use them correctly. In this article, we show you how to do just that.
- What is social media content?
- 16 types of social media content
- Which social media content is best for each platform?
- Tips for social media content creation
What is social media content?
Let’s start by answering a very simple question. What is social media content?
Social media content is a blanket term that refers to any type of content posted on social media platforms, such as TikTok, Instagram, Facebook, X (Twitter), LinkedIn, etc. Social media content includes a broad spectrum of media, from text-based posts to professionally shot Instagram Reel.
Savvy brands don’t just post for the sake of it. Rather, every piece of content that goes live has a purpose: to progress toward a goal, increase website traffic, boost sales, or otherwise.
This doesn’t mean that all social media content should take hours to create or that you should hire a content creator. Plenty of scope exists for simple graphics, behind-the-scenes photos, and other content that resonates with your followers. Using various content tailored toward each social network is the key to striking the right balance.
So, what type of content should you focus on to improve your social media presence?
This depends on your social media target audience, goals, and budget.
However, there are a number of effective mediums. Let’s get into them.
16 types of social media content
Keeping up with social media trends is part of a marketer’s job. One day, you’ve got to share the latest meme, and the next, audiences want short and snappy videos.
Popular content is usually cyclical. The same core types occupy the majority of people’s social media feeds.
Below, we’ve outlined the most important types of social media content to help you identify and prioritise your calendar over the coming weeks and months.
1. Short-form video
Short-form video content has dominated since TikTok revolutionised social media with its bite-sized videos. Platforms like Instagram, YouTube, and LinkedIn have followed suit, embracing this highly shareable and engaging format.
Short-form videos offer digestible entertainment or education, ideal for audiences with shrinking attention spans. And while short-form videos are considered to be up to 10 minutes long, the best-performing ones are usually not longer than 90 seconds.
Authenticity matters most—professionally produced clips are less effective than those that feel relatable and genuine. Brands can create impactful videos with nothing more than a smartphone and basic editing tools like Canva or CapCut.
Where it works best: TikTok, Instagram Reels, YouTube Shorts, LinkedIn, and X (formerly Twitter).
Short-form video example: Sendible
In this example, taken from Sendible’s TikTok account, you can see short-form, simple, yet effective short-form video in action. Immediately, you notice that the video isn’t professionally produced, making it relatable.
The content is informational and educational, demonstrating how easy it is to create a Facebook reel. It uses an overdub (in keeping with the trend) with background music, subtitles, and quick cuts, making it engaging. At the same time, it promotes Sendible’s scheduling tool, showing it in action.
This video proves that even simple ideas executed well don’t require much equipment and editing.
Short-form video content ideas
- Behind-the-scenes videos
- Influencer or partnership collaborations
- Product or service demonstration
- Quick how-tos
- User-generated content
- Short Q&As
- Customer testimonials
- Time lapses from events
Pro Tip: For a more in-depth look at video content, check out our article: Everything You Need to Know About a Social Media Video.
2. Images
Despite the rise of video, static images remain a staple of social media. They’re quick to consume, visually striking, and versatile. Whether it’s a professional photo or a simple branded graphic, an image can convey a message instantly.
Modern smartphones are capable of taking professional-looking photos. Slight tweaks within your chosen app or through a social media management tool will help you create the exact piece of content you’re looking for.
One thing worth noting regarding social media images is that on visual-oriented platforms, like Instagram, you’ll face significant competition. If you’re incorporating text, keep it at a minimum or your message will be lost.
Where it works best: Instagram, Facebook, LinkedIn, and Pinterest.
Image example: Calm
Calm is a popular wellness brand, known for its meditation app. It offers guided meditation, music, sleep stories, and other features to help with stress, anxiety, sleep, and general wellness. In addition to promoting its app, it leverages social media as a branding tool to resonate with its followers.
As you can see from this Instagram carousel, it uses simple, basic images. However, these images are carefully chosen with the signature Calm aesthetic that gives off soothing and peaceful feelings.
The text, “Mentally I’m here”, is simple yet strategic. It’s relatable and shareable, encouraging followers to interact.
Image content ideas
Here are some image content ideas for your social media strategy, whether you use them as singular posts or carousels.
- Quotes with branded backgrounds
- Behind-the-scenes images of the team or workplace
- User-generated images
- Product close-ups
- Infographics, data visualisations, or informational posts (keep text to a minimum)
- Step-by-step guides
- Seasonal or themed photos
- Testimonials or reviews with photos
- Polls or questions with eye-catching graphics
3. Stories
Social media stories are short, temporary posts that are usually displayed at the top of the homepage or feed. They can be photos or videos and disappear after 24 hours.
These short updates—pioneered by Snapchat and now embraced by Instagram, Facebook, and TikTok—are ideal for live content, behind-the-scenes glimpses, or interactive features like polls and stickers.
Because they’re temporary, stories can feel more authentic and personal, fostering stronger connections with your audience. Many platforms allow you to save stories as highlights, creating evergreen collections that showcase your brand’s personality or expertise.
When used correctly, stories are engagement magnets. If you post or repost interesting stories regularly, you can attract new audiences to your page.
Where it works best: Instagram, Facebook, TikTok, and YouTube.
Stories example: Starbucks
Starbucks is a perfect example of a company that uses stories well. In this example, it’s promoting limited edition drinks created for its partnerships with the “Wicked” movie through an Instagram Story.
It shares an eye-catching graphic of the drinks with the theme of the partnership that links directly to a partnered post from the feed. It also features a “Tap to order” button that takes users directly to the Starbucks app from which they can order the drinks.
Source: Starbucks Instagram
Rather than clogging up their feed with the same promotion, Starbucks can post this type of content on their stories daily, drawing attention to the original post. The CTA gives the story a sense of urgency and helps compel followers to try out the new drink.
Stories content ideas
Coming up with daily stories can seem like an arduous task for busy marketers. But, if you know what to post, you can easily create engaging posts every day. With a well-orchestrated strategy, you can also pencil in stories to promote scheduled feed posts, like with the Starbucks example above.
Here are a few ideas to take from.
- Behind the scenes, people-based content
- Polls and quizzes
- Countdown timers
- Announcements
- Quick tips
- User-generated content
- Shoppable stories
- Q&A sessions
- Event coverage
- Testimonials and reviews
- New content alerts
- Interactive stickers (available in-app)
- Thank you and appreciation posts
4. User-generated content (UGC)
User-generated content (UGC) is any content published on social media about a brand, including videos, images, text, reviews, and audio. Businesses strategically repost UGC as a form of social proof to market their products or services.
UGC is essentially free advertising. It doesn’t require much thought or effort, as social media users do the bulk of the work. Businesses simply need to allocate time to curate UGC and post it on the relevant channels.
Another key benefit is reach. Since it stems from other users, UGC has the potential to reach new audiences, spread brand awareness, and act as a testimonial. Marketers should consider UGC as an opportunity to make the most out of their budget.
Don’t view UGC as an added extra that may or may not impact your business.
Encourage your target audience to get involved by creating competitions, asking for submissions, and frequently sharing content your business is tagged in.
UGC example: ASOS
Many major organisations have run successful UGC campaigns over the years, from Apple’s Shot On iPhone (#ShotOniPhone) strategy to Coca-Cola’s Share a Coke (#ShareaCoke) campaign.
Another excellent example of using UGC strategically comes from British fashion retailer ASOS.
Since the beginning, social media has been used as a personal fashion blog. Hashtags such as #OutfitOfTheDay and #OOTD have been running for over a decade.
In 2014, ASOS took this trend into its own hands by creating a campaign named “As Seen on Me.” This campaign involved a dedicated landing page on the ASOS website where customers could upload photos of themselves wearing ASOS clothing. Alternatively, customers could use the hashtag #AsSeenOnMe on Instagram to appear on the page.
Source: Instagram
The campaign is still running today, with the hashtag generating close to 1.5 million posts since it began.
UGC content ideas
The details of your UGC campaign will depend heavily on the nature of your business and industry. Here is a list of ideas from which to draw inspiration.
- Hashtag campaigns
- Photo or video contests
- Customer testimonials
- Challenges
- Before-and-afters
- Unboxing videos
- Customer spotlight campaigns
- Collaborative campaigns
- Resharing tags and mentions
5. Long-form video
Long-form video is generally regarded as any video content that hits the 10-minute mark or beyond.
This type of social media content is tricky to get right as it requires the audience to pay attention for a lot longer than they normally would during a scroll session.
That said, it can be a powerful marketing tool.
Photos, text, and short videos are limited in terms of depth. For certain businesses, long-form video is essential for offering more detail. For example, step-by-step guides, how-tos, tutorials, podcasts, seminars, etc., are popular on social media and often run for 10 minutes or significantly longer.
It’s important to note that long-form video isn’t essential for all business. Furthermore, even if you post long videos, they may not be a prominent or regular feature. But for certain types of businesses, they are worth incorporating. Below are niches that can benefit from long-form video content.
- E-learning platforms
- Fitness brands
- Software businesses
- Food and beverage brand
- Entertainment brands
- Travel and tourism businesses
- Fashion brands
- Coaching services
- Real estate companies
- Automotive brands
- Healthcare companies
Long-form video example: TED Talks
TED Talks is a platform for influential and moving presentations, filmed live, usually on a stage, and delivered by industry experts, thought leaders, innovators, and other people of influence. The presentations are organised by TED (technology, entertainment, and design), a nonprofit dedicated to spreading ideas among people.
The presentations, or talks, typically last around 10 to 20 minutes and cover a range of topics. They have proven to be extremely engaging social media content.
Source: TEDx Talks YouTube
The TED Talks YouTube channels have a combined following of over 65 million. This is where they tend to share the majority of the longer videos. However, they have transitioned to other networks, like Instagram and TikTok, with millions of followers.
On these platforms, they normally share edited, short-form clips or highlights of the talks. This proves that long-form video can be successfully repurposed for audiences on all platforms.
Long-form video content ideas
YouTube is the standout platform for long-form videos. However, Instagram, Facebook, and TikTok all support this type of social media content. With the right audience, these networks may also work well for your videos.
Here is a list of ideas for long-form video content. Some take significantly more time and resources than others.
- Masterclasses or tutorials
- Interviews
- Behind-the-scenes content
- Case studies or client success stories
- Product reviews and tutorials
- Webinars
- Vlogs
- Company culture
- Speeches, talks, and presentations
6. Live video
Several social media networks allow you to go live. Streaming platforms, like Twitch, have exploded over the past five or six years, resulting in social media networks looking to get in on the action.
Live video can be hit-and-miss for businesses. The main advantage is that live video allows you to interact with your audience in real time. It’s an excellent way to draw attention to an event, or ongoing campaign, or to give the audience a look at what happens behind the scenes.
If your live videos take off, they’re an excellent way to give your brand a personality and build a community of followers. Even if they’re not overly popular in the moment, repurpose your live videos into shorter snippets for posting on various platforms.
Live video example: Tough Mudder
Tough Mudder is an obstacle course endurance event aimed at challenging participants to overcome physical and mental challenges. It’s a popular organisation that hosts courses at different venues around the world.
Occasionally, Tough Mudder goes live at their events, particularly for big ones, like “World’s Toughest Mudder”. They have used Facebook, YouTube, and Instagram to broadcast their events, showing organiser speeches, interviews, commentary, real-time updates, and more.
In the example below, Tough Mudder demonstrates a great example of how to go live. The video is shot on a phone from the crowd with no frills. While this isn’t a fancy or cinematic way to promote the event, it gives viewers a sense of what it’s like to be there. Plus, the speaker gives multiple callouts to follow Tough Mudder on social media.
Source: Tough Mudder
Live video content ideas
- Live event coverage
- Q&A sessions
- Product demos or launches
- Interviews
- Educational webinars
- Community spotlights and engagement sessions
- Competitions and giveaways
- Live product reviews
- Live fitness, cooking, music, etc. sessions
- Special announcements
- Panel discussions (can be virtual)
7. Text-based posts
Sometimes, all you need is a well-written post to convey your message. Text-based content, including witty one-liners, insightful observations, or engaging questions, can stand out when crafted carefully.
Platforms like X (formerly Twitter), Threads, and LinkedIn are especially suited for text posts, but captions on Instagram or Facebook also offer space to communicate directly with your audience.
Where it works best: Threads, X, LinkedIn, Facebook, and Instagram.
Source: @sendible
Content ideas:
- Inspirational quotes
- Industry insights
- Questions or prompts
- Thought leadership posts
- Customer stories
8. Memes
Memes tap into humor and shared cultural experiences, making them highly relatable and shareable. They’re perfect for brands that want to inject some personality into their social media presence.
The key is to ensure your memes align with your audience’s interests and humour while staying on-brand. Tools like Canva or Meme Generator make it easy to create memes quickly.
Where it works best: Instagram, Facebook, TikTok, and X.
Content ideas:
- Humorous takes on industry trends
- Pop culture references
- Lighthearted “relatable” content
- Brand-specific jokes
9. GIFs
GIFs (short, looping animations) are a playful way to capture attention or respond to comments. They’re especially effective for showcasing products in action or conveying emotions quickly.
Many social platforms, like X, Facebook, and Instagram, integrate GIF libraries, making it simple to find or create GIFs for your posts.
Where it works best: X, Instagram Stories, Facebook, and LinkedIn.
Content ideas:
- Reactions or replies
- Product demonstrations
- Event highlights
- Branded animations
10. Podcasts
Podcasts allow brands to delve deep into topics, offering valuable insights and building authority. While audio content doesn’t traditionally fit into a visual medium like social media, platforms like Instagram and TikTok can promote episodes through teasers or highlights.
Where it works best: Instagram, TikTok, and LinkedIn (for promotional snippets).
Content ideas:
- Episode previews
- Guest interviews
- Behind-the-scenes clips
- Audiograms
11. Infographics
Infographics combine visuals with data, making complex information easier to understand. They’re especially effective for sharing statistics, tips, or step-by-step processes.
Design tools like Canva simplify the creation of engaging infographics, which work well across platforms to drive engagement and shares.
Where it works best: Instagram, LinkedIn, Pinterest, and Facebook.
Content ideas:
- Industry statistics
- Step-by-step guides
- Comparisons
- Key takeaways from reports
12. E-books and white papers
E-books and white papers are valuable resources for B2B audiences, offering in-depth knowledge on specific topics. While they may not be shared directly on social media, posts promoting downloadable resources can drive traffic and generate leads.
Where it works best: LinkedIn and Facebook.
Content ideas:
- Teasers with key insights
- Promoted posts with download links
- Highlighting benefits or success stories
13. Blog promotion
Blogs allow brands to expand on topics that don’t fit into short posts. Sharing blog links on social media can drive website traffic while showcasing expertise.
To boost engagement, pair blog links with eye-catching images or video previews summarizing the article.
Where it works best: LinkedIn, Facebook, and Pinterest.
Content ideas:
- Excerpts with CTAs
- Key takeaways as bullet points
- Blog teasers in Stories
14. Polls and surveys
Polls and surveys are interactive and fun, making them a great way to engage audiences while gathering insights. Platforms like Instagram Stories, LinkedIn, and Facebook offer native tools for creating these posts.
Where it works best: Instagram, LinkedIn, Facebook, and X.
Content ideas:
- Opinion polls
- “Would you rather” questions
- Feedback on products or services
15. Case studies and testimonials
Customer success stories are among the most persuasive types of content. Sharing real-world examples of how your products or services have solved problems can build trust and credibility.
Where it works best: LinkedIn, Facebook, and Instagram.
Content ideas:
- Visual quotes from customers
- Video testimonials
- Before-and-after stories
16. Animated videos
Animations add a playful or explanatory touch to content, making them ideal for tutorials, product demos, or brand storytelling. They’re also great for simplifying complex topics.
Where it works best: Instagram, TikTok, Facebook, and YouTube.
Content ideas:
- How-it-works videos
- Animated infographics
- Explainer clips
By diversifying your social media strategy with these content types, you can consistently engage your audience, showcase your brand, and achieve your marketing goals.
Which social media content is best for each platform?
With the number of content options out there, it’s easy to get overwhelmed with what to post. Here’s the good news. You don’t have to reinvent the wheel. Pay attention to the following section for advice on what to post for each major platform.
When you know what type of social media content resonates best, all that’s left to do is align the content with your goals and come up with some ideas.
Best social media content for TikTok
On TikTok, short-form video dominates. There’s no magic number but focus on keeping things short and sweet. Use editing tools in the app or on Canva to reduce pauses and unnecessary gaps.
Get to the point of the video quickly.
According to TikTok, videos with the highest click-through rate (CTR), relay the core message within three seconds.
TikTok also allows stories.
Best social media content for Instagram
Like TikTok, the top-performing content on Instagram is short-form videos (Instagram Reels). Static images, carousels, and stories are also effective. Depending on the type of business you run, occasional live and long-form videos may also benefit.
Best social media content for Facebook
Facebook can be tough to crack. However, short-form video tends to get the most clicks and engagement, followed by images and text-based posts.
Best social media content for X
For X, the best-performing content is (you guessed it), video. However, as a text-based platform, regular tweets also perform well. Any images you share on Instagram or Facebook can be repurposed for X.
Best social media content for LinkedIn
LinkedIn is a unique platform that requires a different approach from other networks. Compared to the platforms mentioned above, the performance levels of different content types are more even on LinkedIn.
Focus on videos, images, PDFs, text, and links, in that order.
Tips for social media content creation
When putting together your content, make sure it does at least one of the following:
- Informs your audience
- Entertains your followers
- Promotes your products and services
- Engages users
- Mentions partners or collaborators
- Goes out at the right times
- Appears in the right size and format
One of the best things you can do to ensure your social media hits the mark consistently is to invest in a social media management tool, like Sendible.
