The Most Effective Types of Content on Social Media [New Data]
According to the 2023 Marketing Strategy Trends report, 42% of marketers make use of social media, which is the highest ROI of any channel. With this in mind, sharing content on social media is a no-brainer.
Whether you are looking for a strategic update or are leveraging the channel for the first time, this article is your guide to understanding the different types of social media content and the benefits they will bring to your business.
Different types of social media content
1. Video clips (short films to be exact)
Short video is the top trend marketers will capitalize on in 2023, and HubSpot's 2023 Social Media Trends report found that it's the format with the highest ROI for social media marketing.
With that in mind, creating short videos is a worthwhile investment, and popular examples are TikTok, Instagram Reels, and short YouTube videos. TikTok below is a video from skincare company Topicals talking about the various uses of one of their products.
Long videos are also popular, but they don't come close to the ROI of short videos. Live video has gained traction during the pandemic, allowing people to participate in events remotely. Twitch is a popular live streaming platform where people can interact with their favorite creators in real time.
2. Voice chat room and live broadcast.
Voice chat is another type of social media content that is natively available on many platforms such as Twitter Spaces, LinkedIn Live, or Facebook Live Audio. It's also the best type of content marketers plan to capitalize on for the first time in 2023.
This makes sense, as voice chat rooms allow brands to communicate directly with audiences and build stronger relationships than watching a billboard or watching a YouTube video. At a time when customers value communication with brands more than ever, voice chat rooms are an invaluable tool.
Voice chat rooms are popular among Gen Zers. A Spotify study found that 80% of Gen Zers enjoy audio content because it allows them to express their individuality and explore different aspects of their personality.
3. Content that represents the brand's values.
Content that represents brand values is anything other than the products you sell on and off that is the same as what your company stands for, such as a commitment to sustainable production methods, treatment of employees, or any cause you support.
Consumers care more than ever about the brands they buy from the platforms and the values they hold. They want to know what's behind the company's support and commitment to improving the world.
Below is a tweet from Ben & Jerry's expressing its commitment to the environment and combating climate change, which aligns with its stated core values of environmentalism.
Content with brand value can help you attract people whose values align with yours, and marketers say it's #5 in return on investment in every direction. 44% of marketers have posted this type of social media content.
4. User Generated Content.
User Generated Content (UGC) is content generated by your audience that differentiates your business/brand, but your business doesn't pay for it. For example, someone shares a non-sponsored TikTok about how much they love your product, or posts a picture of themselves wearing your clothes and tagging your business.
This type of content is great for sharing on social media because it helps your audience see people using and loving your product, which reassures you in an authentic way.
UGC pays off, customers trust feedback from friends and family more than brand advertising, and 79% say UGC is more important to their purchasing decisions than branded content and influencers.
When using UGC, the platforms that work best are Instagram, Facebook, and YouTube.
5. Fun, trendy and relevant content.
Fun, trendy, and relevant social media content can take advantage of viral memes, associate them with your business, and use popular hashtags or buzzwords. This type of content requires an understanding of what is happening on social networks, cultural moments and current events and creating popular content related to it.
36% of marketers already share interesting, trendy, and authoritative content on social media, while 66% said that interesting content is the most effective, followed by relevant and trendy content. Consumers say interesting content is most memorable.
6. Content Shopped.
Shoppable social media content allows consumers to browse products on your account, discover what they like, and even make a purchase without leaving the app. Below is the Ink Meets Paper Instagram Store, where people can browse their products, find something they're interested in, and make a purchase.
This is a valuable type of content because social shopping is now on the rise, with consumers discovering new products and buying products on social media apps more than ever before.
In fact, social media is the most popular way for Gen Z, Millennials, and Gen X to discover new products, with more than one in five making in-app purchases in the past three months. If you share shoppable content, the most effective platforms for in-app sales are Instagram and Facebook.
7. Educational content.
Sharing content provides useful educational information to audiences, helping them achieve their goals and fulfill their needs their yachts Educational content can come in the form of infographics, videos, text posts, images - any type of content we have discussed in this article.
HubSpot frequently shares educational content through YouTube videos, where viewers can learn more about concepts of interest. The video below is a recent video that teaches viewers how to create a brand style guide. 8. High quality image
Pictures are a must on social media platforms, eye-catching and trending. The image can be a high-quality product image or even a popular meme about your business.
Our latest marketing strategy report found that 47% of marketers use images as a media format, and they perform well across all social media platforms.
9. Text-based content
We see textual content on social media every day, like tweets or thought-leading posts on LinkedIn. The primary purpose of text-based content is to share ideas through text rather than images or video. For example, you could link a tweet to an eye-catching image, but the focus of the post is on the text.
Blogs are popular text-based content where people read longer posts and find useful information. Some of the popular types of blog posts are:
Posts that present a problem, present a solution, and discuss steps to achieve the desired outcome.
Make a list of publications that focus on a particular topic, highlight several key points and provide a brief summary.
Posts that provide more information on a particular topic, and many articles comparing one thing to another.
Why posts provide readers with a reason or purpose and provide details to support key conclusions.
An infographic is a type of content that has the shareability and visual appeal of a picture, but contains useful data and information. It is an influential form of social media and educational content.
The image below is a post from HubSpot's Instagram account, an infographic educating viewers on the most effective qualities of a sales leader.
Infographics are also effective, with 56% of marketers who use infographics regularly saying they are the most effective type of content they have.