Need a stronger content strategy on social?
Neglecting your social media content gives competitors a chance... to suck up YOUR engagement!
Here's the reality:
You NEED to be posting engagement-provoking types of social media content.
Because if YOU don't give your audience what they want — your competition will.
In this guide, you'll learn:
- 3 Reasons why you shouldn't slack on your social media content
- 27 Types of social media content You HAVE to USE
- The MOST EFFICIENT way to post your social media content
The 27 Types of Social Media Content You NEED to Use
The following 27 AWESOME types of content will engage your fans and grow your following (and your business):
- User-generated content
- Live streams
- Customer testimonials
- Audience questions
- Industry research & findings
- Short-form videos
- Educational content
- Product Promotion
- Ask Me Anything (AMA)
- Share trending topics
- Influencer collaborations
- Stories (Snapchat, Instagram, Facebook, Linkedin)
- Post Collabs
- Text posts
- Links to website content
- Shoppable content
3 Reasons why you shouldn't slack on your social media content
Social media marketing isn’t going anywhere.
Nearly 5.17 BILLION people use social media in 2024 (and counting).
That's OVER HALF the planet.
The average user spends 2 hours EVERY day on social media.
But it’s not enough to just BE on social media to connect with those people.
Your content has to EXCITE them if you want to stand out!
Here are 3 reasons why you should step up your social media content.
1. Social media gives your brand a voice and presence
Posting engaging (and varied) content types on social media develops your brand’s voice.
And creating the right voice?
That’s CENTRAL to relating with your target audience.
Think about the differences between the GQ Style and Kylie Cosmetics brand voices.
Each targets a different market, so they adapt their voices to match their customers!
When your social media communicates the right voice, customers come to you.
In fact, 75% of people have purchased something BECAUSE they saw it on social media!
And they didn’t just HAPPEN to find those products on social.
They likely saw them by following brands they RELATE with most!
2. High-quality content keeps followers loyal
The right content keeps your page fresh and EXCITING.
Those qualities are pivotal to keeping your fans and supporters engaged and loyal.
In other words, social media users scroll because they WANT to see good content.
If you consistently post awesome content, you’ll earn followers, likes, and comments.
Most importantly, you’ll earn LOYALTY.
Loyal supporters are the most likely to do the following:
- Make repeat purchases
- Attend your events
- Share your brand with others
- It sounds crazy because it’s just social media, right?
But GREAT social media content is the first step to that kind of consumer relationship.
3. It drives organic traffic that can turn into leads
Can you get eyeballs on your page without spending a dime on advertising?
Paid ads have upsides, BUT organic traffic from social media is more affordable (especially for the long term).
It’s also WAY more interesting for your audience!
Blend entertaining content with marketing best practices, and BAM.
Watch your organic traffic SKYROCKET (and your marketing expenses decrease).
27 of the BEST types of social media content
1. User-generated content (UGC)
UGC is content others create and you repost (while giving credit to the original creator).
It’s reposting someone else’s content and tagging them on the post.
On Twitter (or X), it’s as simple as a retweet.
UGC is an EASY and smart way to increase engagement and reach.
New and existing followers are motivated to connect with you when they see these posts.
Like you, they probably want to increase their following, too!
UGC shows your followers that you care about and keep up with your audience.
GoPro models UGC very well!
They consistently share content their followers capture with GoPro cameras.
Here's one example of an Instagram repost:
UGC is ESPECIALLY successful on Instagram.
Followers love bragging to their friends and colleagues about being featured!
And who knows?
This might motivate other users to create UGC too.
And they may just re-post YOUR content as a “back-atcha.”
Here’s how to find and use UGC:
- Monitor your social platforms (Instagram, Twitter, Facebook, etc.).
- Find content featuring your product (check your tags and hashtags).
- Re-post, re-share, retweet (make sure you credit the original poster)!
Quotes are WILDLY popular on social media.
They help inspire and motivate people when they need an extra boost.
Use a variety of quotes, including:
- Life quotes
- Funny quotes
- Motivational quotes
- Famous quotes
You can use Post Planner's Content Discovery tool to find any type of quote.
You can use quotes as a text post.
OR if you'd like to improve your chances of stopping people from scrolling, you can turn the quote into an image post!
Post Planner users can easily turn their quote posts into quote IMAGE posts with the Content Studio tool.
Using images is a GAME changer. Facebook and Instagram users are particularly attracted to high-quality visuals.
Podcasts have gained HUGE momentum.
Every Gen Zoomer and their grandma has a favorite podcast.
At the same time, there are fewer podcasts than social media accounts to follow.
That said, consider creating a podcast to get more listeners (and more brand exposure).
Your podcasts give you original content to post about on your social media accounts.
Some social platforms (such as Facebook and Twitter) don't allow direct audio uploads.
On those accounts, you have 2 options:
- Share the link to the podcast in your caption or post.
- Create a static image, layer the podcast audio over the image, and upload the final content as a video.
Chop your podcast into snippets for social like the example above.
This way, your social media followers can listen without visiting an external page.
4. Live streams
Live streams let you connect with your followers in REAL-TIME.
And if someone can't make it to the stream?
You can make the content available for later viewing.
Did you know you can actually use YouTube, Facebook, and Instagram Live to drive purchases?
You can use live streams as a webinar to launch new products!
For instance, you could say:
"I'm releasing a new course next month, and if you pre-order during this live stream or in the next 24 hours, you'll get 30% off!"
This is a great way to generate leads.
For example, you can promote your live stream ahead of time, have people sign up, and then use that as a list to reach out to interested leads after the live stream!
Sharing articles is one of the best ways to provide your audience with value.
Blogs and articles keep your followers informed about your industry.
But what if you’re not great with words?
You can use Post Planner Content Streams to share the best articles on the web!
For example, let's say you're a fitness coach.
You want to share some cool articles related to app health and fitness.
Go to Post Planner's Content Streams, click the "Content" tab, search "fitness, then filter by "articles."
Your search will return TONS of articles you can save and share!
Infographics combine visual appeal with the power of knowledge.
People are more likely to engage with an infographic than plain text.
Image-less posts are BORING!
But isn’t creating an infographic complicated?
Here are my top tips for creating your next infographic:
- Decide on the story you want to tell.
- Search the internet to find data and statistics to support your story.
- Package the data up in a visually appealing infographic.
If creating your own infographic sounds intimidating, don't worry.
With today's content design tools like Canva or Post Planner's Content Studio, anyone can become a graphic designer.
We've already talked about how you can format a live stream as a webinar.
But your webinars don't have to be live — they can be prerecorded long-format videos!
Webinars are EXTREMELY effective at growing a business.
73% of B2B marketers said that webinars are the most optimal way of generating high-quality leads.
Why are webinars such powerful types of content?
They combine all the best parts of digital marketing:
- Webinars display information through video.
- They tend to allow audience interaction.
- Speakers can make CTAs throughout the webinar.
Upload the recorded webinar to YouTube, Facebook or Wistia.
Require people to provide their email address to access the link.
The ideal webinar is 30-40 minutes long.
Don't forget to promote your webinar until the last minute it launches. Almost 30% of your audience won't sign up for your webinar until the day of the event.
8. Customer testimonials
Positive customer testimonials can help you build trust and credibility.
Most consumers will read your reviews before making a purchase.
Because testimonials and reviews are social proof that you’re worth it.
The truth is, your customers base many of their purchases on what others are saying.
Think about your last expensive purchase. Did you just click “buy” without checking the star rating and reading what customers were saying?
Nope! You probably searched for reviews from previous buyers before making the investment.
Here are 5 tips to get and create your next customer testimonial:
- Choose a past customer who was happy with their purchase.
- Ask them if they'd be willing to give you a testimonial.
- Consider offering an incentive (like a discount on their next purchase).
- Provide some guidelines with some questions to make it easy on your customer.
- If you want to take it up a notch, record your customer's testimonial for a video!
9. Audience questions
Want to see your engagement explode?
Ask your followers to share their opinions.
People love sharing what’s on their minds.
Plus, asking your audience questions is a direct invitation to have a conversation.
Use these tips as you form questions for your audience:
- Keep your questions open-ended by starting them with “where,” "what," "how," “when,” and "why."
- Ask follow-up questions to those who respond with a comment.
- Explore Post Planner's content library to find inspiration
If you’ve created an eBook for your intended audience, SHARE IT!
Free eBooks make effective lead magnets you can use to exchange emails for downloads.
You can promote your eBook with paid advertising on social networks like Facebook and Instagram.
Or if you'd like to stick to organic methods, you can create content that helps promote your eBook like the Tweet above!
People CRAVE information!
That’s why guides perform pretty well with social media users.
Think about it: What's something your target audience wants to learn more about?
Once you determine a hot topic, create a detailed guide on it and promote it on social media!
You can either create your guide on your website, and then create posts to promote it on social. Or you can make your guide native on your social platform of choice by using a long-form text post, carousel, or video!
Sharing guides on your social media regularly gives people an incentive to follow you.
Because it shows you give VALUE to your audience.
Think of memes as modern-day comics.
They’re short, simple, and hilarious.
In other words, memes are PERFECT entertainment for the busy, stressed-out consumer.
Sprinkle in meme posts in your content schedule.
Choose days and times when your followers are likely to be relaxing or unwinding.
Most social media platforms allow you to know when your audience is online the most.
You can use that data to post your memes at the right time.
What’s the EASIEST way to promote audience interaction?
A) Post every once in a while
B) Share boring content
C) Use quizzes and polls
If you guessed A or B, you might need to re-read this blog.
Polls are WONDERFUL tools for audience engagement.
Plus, they give you a chance to understand how your audience thinks.
Need help with content ideas?
Want to do a survey?
Don't know which option to choose from?
Create a poll and let your followers vote!
It’s a win-win for you and your fans.
You get intel, and they get to play (polls are more than helpful — they’re FUN)!
14. Industry Research & Findings
Have you recently read some fascinating research?
There's a HUGE chance your followers don't have the info you just discovered.
So share the knowledge!
You can share with:
No matter how you share, you should occasionally reference research for 2 reasons:
- Sharing research lets science explain why your product/service is important.
- Citing credible sources positions you as an industry authority.
Let's say you're a financial advisor. You recently read this stat:
"Only 30% of U.S. households have a long-term financial plan."
You can use that data in a social media post to encourage people to be a part of the 30%! The research lets your followers know that what you offer can benefit them!
Video marketing WORKS.
The numbers don’t lie:
80% of marketers who use video say it DIRECTLY helped increase sales.
Videos attract a LOT of attention. And they stand out because they're harder to make than text and image posts, so there are fewer videos on people's feeds.
That’s why video should be one of your top content priorities.
There are lots of ways you can create videos for social media, including:
- Long-form videos (more than 2 mins)
- Short-form videos (less than 2 mins)
- Video Stories
- Instagram Reels
- YouTube Shorts
- TikTok videos
I recommend posting a mix of long and short-form videos. Short-form videos are great for virality and increasing your reach. Long-form videos are great for covering nuance in topics and building trust.
16. Educational Content
Educational content makes your social media presence valuable.
Because you're helping people LEARN!
Truly informative content will separate you from less helpful competitors.
Plus, educated consumers are better for your business and more likely to buy from you.
You can create educational posts in many forms, including:
- How-to guides
- Numbered Lists
- Chronological steps
- Tutorial videos
Here's an example of a creative infographic by Impact, a school improvement company:
17. Product Promotion
Most people spend over 2 hours a day on social media.
That makes social media a perfect place to promote your products!
Create COMPELLING promotional posts by including:
- Product features WITH benefits
- Discounts and promotions
18. Ask me anything (AMA)
There’s a time to ask your audience questions.
And there’s a time to let them ask YOU!
AMA posts encourage a deeper relationship with your followers.
You invite your followers to ask you questions so they get to know more about you as a person.
You can facilitate AMAs through a variety of forms, including:
- Video responses
- Live streams
- Status updates
- Blog posts
19. Share trending topics
Let's face it: Most people are on social media because it's the best way to stay on top of trends.
So don't skip out on giving the people what they want!
What’s the latest trend in your industry? Create more chatter around that trend by posting about it!
Don't know which topic to talk about?
Browse other popular social media accounts to see if you can spot any common themes.
If you want to make this process even easier, use Post Planner's content library to quickly browse currently viral content!
When it's hard to put things into words, you always have GIFs.
GIFs fuse images, video, and sometimes text to deliver witty punchlines.
They’re EXTREMELY shareable because they’re easily digestible and highly entertaining.
You can even make your own GIF from a video by using a tool like Canva.
If your time is limited, find amazing GIFs for your social media accounts in Post Planner's content library.
Just search a keyword and filter by "Gifs" to find the perfect GIF for the feeling you're trying to communicate.
21. Influencer collaborations
Influencers rule the world.
The world of social media, that is.
But what exactly is an influencer?
An influencer is a social media user with a large enough following to INFLUENCE purchase decisions, opinions, ideas, and actions.
To their followers, influencers are celebrities.
If they promote a product, their followers are very likely to purchase that product.
You can leverage that power by collaborating with an influencer.
If your product or service fits their niche, an influencer would probably be happy to work with you.
If the price is right, that is.
Influencers make money through these kinds of brand partnerships.
But if the product promotion goes well, you should see a HUGE return on the investment.
22. Stories (Snapchat, Instagram, Facebook)
Snapchat pioneered social media Stories back in 2011.
Almost EVERY platform has a story feature you can use.
Stories are different than regular posts because they’re temporary, lasting only 24 hours.
That makes them appealing to your followers.
The fear of missing out on your Story is enough to drive people to them.
That makes Stories an effective place to advertise limited-time offers, discounts, promotions, and updates.
Note: If you want your Instagram Story to last longer than 24 hours, you can add it to your profile to be viewed forever.
23. Post collabs
You don’t have to go at this social media game alone!
That just means you and another social media user work together to create content.
Examples of post collabs include:
- Re-sharing each other's content
- Making content together
- Making announcements
- Promoting collaborative events
In this Popoca and Tacos Oscar example, 2 Oakland based taco shops announced a joint popup:
The benefit of post collabs?
You and your partner expose each others’ followers to the other.
It’s a great way to network AND gain new followers.
Posting a carousel is a great way to stand out on your followers' feeds WHILE engaging them with long-form content.
Carousels are a post format that allows you to share multiple photos or videos in a single post.
This adds variety to your content and encourages your followers to engage with your post by swiping through the carousel to see more.
Consider making a carousel to:
- Tell a story
- Showcase a product or service
- Share a step-by-step tutorial
Or pair this post format with any of the other ideas in this article!
25. Text posts
I know, I know. Text posts are the oldest type of social media post.
But they're far from dead!
Sure, they naturally aren't going to be great at stopping people from scrolling because they're not very visual.
However, text posts give you a chance to clearly communicate your message to your audience.
If you're a good writer, these are perfect for you to tell a story with some word magic. (If you're trying to grow a social media following, this is a skill you should be constantly improving.)
26. Links to website content
Chances are, you're going to have content on your website that you want to promote on social.
This is when you can promote a link to your website from your social platform.
But beware: With certain platforms like LinkedIn, the algorithm will demote your posts with outside links because they take people off their platform.
So, make sure you don't make this the only type of content you post.
Pro tip: Don't just paste a link and post. Try to write a hook that gives your followers a REASON to click-through to the link.
27. Shoppable content
Selling a product? Pay close attention to this type of post!
Shoppable content is a game-changer when it comes to promoting and selling your products on social media.
Shoppable posts enable you to directly link your products from your social media posts.
In other words, your followers can easily make a purchase with just a few clicks!
This type of post is particularly powerful for businesses that have products with visual appeal (such as fashion, beauty, or home decor).
By showcasing your products in an eye-catching and engaging way, you can entice your followers to explore and shop your products.
Here's a list of social platforms that enable shoppable content:
Frequently asked questions
What content gets the most engagement?
According to a survey from Statista, these are the most engaging types of social media content:
- Short-form video (66%)
- Images (61%)
- Live video (37%)
- GIFs & memes (32%)
- Text posts (32%)
- User-generated content (26%)
- Long-form video (24%)
How often should you post on social media?
How often you should post on social media depends on your audience and social platform. In general, 5 times per week is a good amount to stay on top of your audience's mind consistently. But whatever you do, DO NOT SACRIFICE QUALITY FOR QUANTITY.
The MOST EFFICIENT way to post your social media content
Form a social media content strategy with a mix of post types I’ve described in this guide.
It might sound like a lot of work.
But engaging social media content is CRUCIAL to connecting with today’s consumers.
And I have good news!
It doesn’t actually have to be as time-consuming as it sounds!
Use Post Planner to find, create, schedule, and post INCREDIBLE content on all of your social media accounts.
It’s easy and effective.
But don’t take my word for it.
Try for yourself when you create a FREE Post Planner account today!