The Varieties of Content material on Social Media [New Data]


In keeping with our 2023 Marketing Strategy Trends Report, 42% of entrepreneurs leverage social media, and it has the best ROI of any channel. With this in thoughts, sharing content material on social media is a no brainer.

Whether or not you’re on the lookout for a method refresh or leveraging the channel for the primary time, this publish is your information to the various kinds of social media content material and the advantages it’ll deliver to your corporation.

Totally different Varieties of Social Media Content material

1. Video (quick type, particularly)

Brief-form video is the highest development entrepreneurs shall be leveraging in 2023, and HubSpot’s 2023 Social Media Trends Report discovered that it’s the highest ROI format for social media advertising.

graph displaying the social media format with highest ROIWith this in thoughts, creating short-form movies is a worthwhile funding, and a few widespread examples are TikTok movies, Instagram Reels, and YouTube shorts. The TikTok beneath is a video from Topicals, a skincare firm, which talks in regards to the totally different makes use of for one in all its merchandise.

Lengthy-form video can be fashionable, however it doesn’t come near the ROI of short-form. Dwell video gained steam through the pandemic, permitting folks to take part in occasions remotely. Twitch is a well-liked live-streaming platform the place folks can work together with their favourite creators in actual time.

2. Audio chat and stay rooms.

Audio chat is one other sort of social media content material, and plenty of platforms have native options like Twitter Areas, LinkedIn Dwell, or Fb Dwell Audio. It’s additionally the highest content material sort entrepreneurs plan to leverage for the primary time in 2023.

graph displaying the format social media marketers plan to leverage for the first time in 2023This is sensible, as audio chat rooms let manufacturers instantly talk with audiences and develop nearer relationships than seeing a billboard or watching a YouTube video. And, throughout a time when prospects worth connections with manufacturers greater than ever, audio chat rooms are a worthwhile device.

Audio chat rooms are fashionable amongst Gen Z. A Spotify study discovered that 80% of Gen Z get pleasure from audio content material as a result of it permits them to precise their individuality and discover totally different sides of their personalities.

3. Content material that represents model values.

Content material that represents model values is something that shares what your organization stands for along with and out of doors of the merchandise you promote, comparable to commitments to sustainable manufacturing practices, remedy of workers, or any causes you help.

Shoppers care more than ever about what the manufacturers they purchase from stand for and the values they’ve. They wish to know the causes that companies help and the commitments made to bettering the world.

The picture beneath is a Tweet from Ben & Jerry’s that expressed its dedication to environmentalism and combating local weather change, which aligns with its stated core values of environmental safety.

ben jerrys

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Model worth content material helps you attract folks whose values align with yours, and entrepreneurs additionally say that it has the 5th biggest ROI of any trend. 44% of entrepreneurs are additionally already posting this sort of social media content material.

4. Person-generated content material.

Person-generated content material (UGC) is content material your viewers creates that options your corporation/model that’s not paid for by your corporation. For instance, somebody shares a non-sponsored TikTok about how a lot they like your product or posts an image carrying your clothes and tags your corporation.

This kind of content material is nice to share on social media as a result of it helps your audiences see that individuals use and like your merchandise, vouching for you in a real-life manner.

UGC pays off, as prospects belief critiques from family and friends greater than they belief branded advertisements, and 79% of individuals say UGC extremely impacts their buy choices, significantly extra so than branded content material and influencer content material.

If you do use UGC, the platforms it performs finest on are Instagram, Fb, and YouTube.

graph displaying the best social media platforms for sharing ugc

5. Humorous, fashionable, and relatable content material.

Humorous, fashionable, and relatable content material on social media could be hopping on viral memes, relating them to your corporation, and utilizing trending hashtags or sounds. This kind of content material requires consciousness of what’s taking place on social media, cultural moments, and present occasions and creating buzzy content material associated to that.

36% of entrepreneurs already share humorous, fashionable, and relatable content material on social media, and 66% say that humorous content material is the simplest, adopted by relatable, fashionable content material. Shoppers say that humorous content material is essentially the most memorable.

6. Shoppable content material.

Shoppable social media content material permits shoppers to flick thru merchandise in your accounts, uncover issues they like, and even make a purchase order with out leaving the app. The picture beneath is an Instagram storefront for Ink Meets Paper, the place somebody can browse its merchandise, discover what pursuits them, and make a purchase order.

facebook shops-1

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It is a worthwhile content material sort as social buying is presently on the rise, and shoppers are discovering new merchandise and shopping for merchandise on social media apps greater than ever earlier than.

The truth is, social media is the most well-liked manner for Gen Z, Millennials, and Gen X to find new merchandise, and over 1 in 5 have made an in-app buy prior to now three months. In the event you share shoppable content material, the simplest platforms for promoting in-app are Instagram and Fb.

most effective selling

7. Academic content material.

Academic content material shares useful info with audiences that helps them attain their objectives and meet their wants. Academic content material can are available infographics, movies, text-based posts, photographs — any of the content material sorts we mentioned on this publish.

HubSpot typically shares academic content material by YouTube movies, the place viewers can be taught extra about ideas of curiosity. The video beneath is a current video that educates viewers on making a model model information.

8. Excessive-quality photographs

Photos are a should on social media platforms, capturing consideration and drawing folks in. Photos could be issues like high-quality product images or perhaps a trending meme that pertains to your corporation.

Our current Advertising and marketing Technique Report discovered that 47% of entrepreneurs leverage photographs as a media format and work nicely on all social media platforms.

9. Textual content-based content material

We see text-based content material on social media daily, like Tweets or thought-leadership posts on LinkedIn. The first purpose of text-based content material is to share perception by textual content somewhat than a picture or video. For instance, you’ll be able to pair a Tweet with an attention-grabbing picture, however the level of the publish is within the textual content.

Blogs are fashionable text-based content material the place folks learn longer posts and uncover useful info. Some fashionable sorts of weblog posts are:

  • How-to posts that introduce an issue, supply an answer, and talk about steps to succeed in a desired consequence.
  • Lists posts that target a selected matter, supply a number of factors, and supply a quick conclusion.
  • What-posts that present additional info on a particular matter, with many articles surrounding comparisons of 1 factor to a different.
  • Why-posts that sometimes present readers with a purpose or objective and supply particulars that help a centered conclusion.

10. Infographics

Infographics are a content material sort with the shareability and visible attraction of images however are crammed with useful information and data. It’s an impactful type of social media content material and academic content material.

The picture beneath is a publish from HubSpot’s Instagram account that’s an infographic that informs viewers about the simplest traits of a gross sales chief.


Image Source

Infographics are efficient, too, with 56% of entrepreneurs that usually use them saying it is their simplest content material sort.

11. Ephemeral/disappearing content material.

Ephemeral/disappearing content material is content material that solely stays up for a sure period of time, like Instagram Tales that disappear after 24 hours. Customers solely have a set interval to have interaction with it, in order that they is perhaps extra keen to maintain monitor of your profiles and hold returning to expertise what you share.

Creating quizzes and polls in your Tales is an effective way to leverage this sort of content material. Individuals solely have a sure period of time to reply, producing pleasure and quick motion and provoking respondents to come back again and see outcomes.

Repurposing Content material Is Nonetheless A Helpful Technique

Social media entrepreneurs say they use a median of 4 platforms, every with its finest practices and norms to comply with. It may be difficult to create particular person items of content material for each single platform, so many entrepreneurs share related content material on every platform however repurpose it to suit the tone and necessities of every one.

repurposeThe important thing to success, nonetheless, is repurposing content material, not resharing. Individuals don’t look fondly at manufacturers that share the very same factor on every platform. 48% of entrepreneurs already share related content material throughout platforms with tweaks to make it extra related to the platform’s calls for.

Need Extra Social Media Insights?

Be taught extra in regards to the State of Social media with extra of this information, movies, and unique business tips about our State of Social Media Hub— which is able to include a free downloadable useful resource.

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