Social media has been on the forefront of digital advertising and marketing for fairly some time, and it’s unlikely this may change within the close to future.

In actual fact, we’re nonetheless seeing new social media channels and platforms emerge – alongside all kinds of content material sorts, options, and codecs.

This text will cowl the highest social media content material sorts and which channels they’re greatest fitted to.

We may also spotlight a few of our favourite examples of how manufacturers have excelled in every kind of content material.

Let’s dive in.

1. Quick-Type Video

If you happen to’ve spent any time on social media up to now few years, you understand that short-form video has turn into one of the crucial frequent – and common – kinds of social content material.

Quick-form video may very well be outlined as any piece of video content material that’s below 10 minutes lengthy, however usually, the shorter, the higher. Once I consider short-form video, I consider video content material round 0-3 minutes lengthy.

From Reels to TikTok to YouTube Shorts, short-form video has confirmed to be an extremely efficient format for reaching audiences on social media.

Why? As a result of, when finished proper, it packages compelling visible storytelling right into a bite-sized, digestible piece of content material – which is precisely what immediately’s more and more distracted and busy customers are searching for.

Quick-form video can also be versatile. You should utilize it to attain completely different goals, whether or not showcasing inner thought management, highlighting a buyer case examine, or that includes your product.

The Greatest Social Media Channels For Quick-Type Video

Given the demand for short-form video, it really works nicely throughout most social media platforms, from TikTok to LinkedIn. Nevertheless, the next stand out as one of the best match:

• TikTok – This one must be apparent. As the preferred social media platform worldwide, TikTok is the chief in short-form video.
• Instagram – With the introduction of Instagram Reels in 2020, the platform has leaned into short-form movies. If you happen to create quick movies on Instagram, the algorithm will probably reward you.
• YouTube – Whereas YouTube is healthier identified for long-form movies, which we’ll dive into under, the platform has additionally been branching into short-form movies. It launched YouTube Shorts in 2020, which now has over 1.5 billion month-to-month customers.
• Snapchat – The pioneer of the ephemeral video story, Snapchat has considerably pale into the background when it comes to social media chatter. However don’t be fooled; it has over 530 million month-to-month lively customers.

Model Instance: Quick-Type Video

Mediterranean quick informal meals model, CAVA, is a good instance of an organization that leverages short-form video on social media.

The model has amassed over 87,000 TikTok followers by making enjoyable, snappy video content material that options CAVA’s merchandise and sometimes employs trending TikTok sounds or codecs.

Right here is an instance of a video the place CAVA used a remark by a buyer to create video content material.

@cava

Jeffrey stamp of approval ☝️ #CAVA #foodreaction #saladrecipe #foodreview

♬ Wealthy Flex Carter Walsh Remix – CarterWalsh

2. Lengthy-Type Video

Lengthy-form video is video content material that’s 10 minutes lengthy or longer.

And whilst you could not see as a lot of it in your day-to-day social media actions, it undoubtedly performs an essential function in model advertising and marketing.

Lengthy-form video is usually a highly effective device for extra in-depth model storytelling and content material.

Some examples of long-form video content material it’s possible you’ll need to leverage for advertising and marketing functions are documentaries, branded sequence, video profiles, interviews, and extra.

The Greatest Social Media Channels For Lengthy-Type Video

If you happen to’re taken with distributing long-form video content material on social media, YouTube is the place you need to be.

YouTube is the chief in terms of long-form movies, and also you’re almost definitely to search out your viewers there.

When you can – and will – share shorter clips and cutdowns out of your video on apps like Instagram, Twitter, Fb, LinkedIn, and TikTok, many of those platforms gained’t even help you add longer movies.

Model Instance: Lengthy-Type Video

The crew behind BuzzFeed’s Tasty is aware of what it takes to make nice social movies, together with long-form content material.

Tasty’s YouTube channel options tons of video content material, starting from fast recipes and tricks to sequence like “I Draw, You Cook dinner” – an episode of which is featured under.

3. Consumer-Generated Content material (UGC)

Consumer-generated content material, or UGC, is content material created by people unaffiliated together with your model about your model – and it’s excellent proof of what makes social media content material so highly effective.

Over the previous decade or so, UGC has turn into one of the crucial pervasive kinds of model content material on social media, and for good cause.

UGC leverages word-of-mouth advertising and marketing to construct belief and neighborhood together with your audience. It’s because persons are extra more likely to belief a suggestion from their friends than imagine in advertising and marketing immediately from a model.

UGC can are available in many varieties, from picture or carousel posts to quick movies, Instagram Tales, and many others.

The Greatest Social Media Channels For UGC

Instagram is the plain selection for sharing UGC.

It’s visible by nature, has a hyper-engaged consumer base, and supplies completely different avenues and codecs relying on the content material itself – from Tales to Reels or posts in your grid.

X (beforehand referred to as Twitter) can be a great platform for sharing UGC, relying in your trade and the viewers you’re making an attempt to achieve.

Model Instance: UGC

Adobe options loads of UGC made by prospects on its numerous merchandise. Right here’s an instance from the Adobe Inventive Cloud Instagram account.

4. Stay Streams

Stay streaming has been on the rise lately, and types are more and more getting concerned.

It’s turn into so common that platforms like Instagram, YouTube, and even TikTok now have devoted stay video merchandise.

Past this, new platforms constructed totally round stay streaming have popped as much as cater to followers of this content material format.

For manufacturers, stay streams present a chance to have interaction in real-time together with your neighborhood and supply a extra genuine, “behind the scenes” have a look at your model than produced content material can.

The Greatest Social Media Channels For Stay Streaming

As talked about above, Instagram Stay, YouTube Stay, and TikTok Stay are all nice avenues on your live-stream content material.

The place you select to play will rely on the place your audience spends essentially the most time and what kind your content material will take.

Relying on this, Twitch is one other highly effective platform for stay streaming.

This stay streaming service was initially constructed round video gaming content material however now homes a wide range of stay content material – and may very well be one of the best place to host your subsequent stay stream!

5. Polls & Questions

The most effective sort of social media content material engages your viewers and encourages them to work together with you.

Enter: viewers polls and questions.

Whether or not you’re utilizing a ballot function in a particular social platform, or asking an open-ended query, posing inquiries to your viewers is usually a easy method to drive engagement and accumulate useful information.

Questions can cowl issues reminiscent of your model, your product/s, trade tendencies, and even what sort of content material your viewers wish to see from you.

The Greatest Social Media Channels For Polls & Questions

Listed below are one of the best platforms in terms of ballot and query content material:

• Instagram – You should utilize Instagram Tales to create each polls and questions, because it has separate instruments for every. It’s also possible to create a picture asking your viewers a query and add that to your grid, after which individuals can reply within the feedback part.
• LinkedIn – LinkedIn additionally has a devoted ballot function and lends itself nicely to posing questions the place your viewers may need to share their expertise or opinion in a remark.
• Twitter – One other platform with a ballot function, Twitter is a good place for any sort of question-related content material resulting from its text-based nature.
• Fb – You possibly can ballot individuals in Fb Teams or pose questions in any of your Fb content material.
• Reddit – In case your model is lively on Reddit, it’s best to think about using the platform’s ballot operate or asking your viewers questions.

Model Instance: Polls & Questions

Fortune is one instance of a model that often makes use of polls to have interaction its viewers.

On LinkedIn, the corporate usually leverages ballot content material to quiz followers on a particular matter earlier than linking out to a associated article for them to study extra.

Screenshot from LinkedIn, July 2023

6. Influencer Collaborations

By now, I’d guess there’s an honest likelihood that while you hear the phrases “social media,” you consider influencers.

Influencers actually have “taken over” social media by constructing loyal communities that look to them for leisure and inspiration, in addition to suggestions and recommendation.

Partnering with influencers can enhance your model’s attain and provides it publicity in entrance of an engaged viewers.

Influencer collaborations can take many varieties, however the important thing to doing it proper is to search out an genuine and pure connection between the influencer and your model.

The Greatest Social Media Channels For Influencer Partnerships

If you happen to’re trying to companion with an influencer, think about considered one of these channels:

• Instagram – Given how related Instagram creators are to their followers, it’s a best choice for influencer collaborations. It additionally supplies completely different potentialities for the way your partnership will come to life, e.g., an Instagram Stay interview, a Tales function, a carousel that includes a creator’s prime 5 merchandise out of your model, and many others.
• TikTok – As manufacturers begin to catch as much as the TikTok hype, increasingly are partnering with trending creators to get their firm in entrance of the Gen Z consumer.
• YouTube – House to a number of the world’s most beloved video creators and deeply engaged customers, it’s no shock that YouTube is a well-liked avenue for influencer partnerships.
• Twitch – In case your model has any connection to gaming or desires to attach with that viewers, Twitch is your platform. Twitch creators are amassing enormous fanbases, and their stay streams help you attain streamers on the proper second.

Model Instance: Influencer Collaborations

Dunkin’ is a model well-known for its influencer partnerships.

Maybe considered one of its extra well-known collaborations was with TikTok creator Charli D’Amelio – not simply one of many platform’s most adopted influencers however a identified Dunkin’ fan.

@charlidamelio

one of the best a part of any day @Dunkin’ dunkinpartner

♬ unique sound – charli d’amelio

7. Infographics And Charts  

The most effective social media content material can inform a narrative utilizing solely visuals.

Infographics and charts are nice examples of this, which is maybe why they’ve turn into a go-to content material kind for each people and types alike.

These photos help you synthesize info in a means that’s optimized for social audiences (which means it’s digestible and clear).

The Greatest Social Media Channels For Infographics And Charts

If you happen to’ve received an infographic, a chart, or an information visualization that you just need to share, I like to recommend testing it out on any of the next channels:

• Fb.
• Twitter.
• Instagram.
• Pinterest.
• LinkedIn.

Model Instance: Infographics & Charts

Right here is an instance of an informative Instagram chart produced by HubSpot.

8. Memes 

What would social media be if not for memes?

These entertaining and relatable photos, movies, and textual content catchphrases that iterate on a trending thought or matter are the “bread and butter” of social media content material.

Whereas manufacturers must be aware of which memes they use (ask your self in case you have one thing so as to add to the dialog), when leveraged accurately, memes can obtain a home-run advertising and marketing second for you.

The Greatest Social Media Channels For Memes

Instagram and Twitter are the go-to spots for all of your memes, although LinkedIn is quick on its heels with some extra skilled/work-related meme content material.

For video memes, look to Instagram Reel and TikTok.

Model Instance: Memes

If you happen to’re searching for a model that is aware of methods to use memes, look no additional than Netflix.

The model’s Instagram account usually creates memes utilizing clips from common Netflix exhibits and films, like this instance.

9. GIFs

Graphics Interchange Format, extra generally referred to as GIFs, are small, soundless video or animation clips which might be common with social media customers.

GIFs are usually used to signify how one feels or depict a selected state of affairs and are sometimes shared as a response to a bit of social content material.

For manufacturers, GIFs is usually a enjoyable and relatable device when talking on to members of your social neighborhood.

The Greatest Social Media Channels For GIFs

Wish to work GIFs into your social technique? Twitter and Fb have lengthy been the place for that, although Instagram lately launched GIFs in feedback.

If you wish to create customized GIFs on your model, think about making a profile on GIPHY. Right here, you may create a profile on your firm that homes all of your uploaded GIFs.

This may permit customers everywhere in the web to make use of your GIFs by way of numerous GIPHY integrations with different platforms.

Model Instance: GIFs

Right here is an fascinating instance of Salesforce leveraging a GIF to create a social-friendly meme.

10. Webinars & Occasions

Connecting together with your viewers on social media is all about offering them with invaluable content material. And what’s extra invaluable than an academic webinar or digital occasion?

These kinds of content material help you interact on a deeper level together with your viewers and attain a world consumer base.

Whereas webinars are usually shows that go deep on a particular matter – and sometimes function key audio system from exterior organizations – different occasions can cowl something from a digital convention to a workshop.

And these can all be stay or pre-recorded.

The Greatest Social Media Channels For Webinars & Occasions

LinkedIn is one of the best platform for selling and internet hosting your webinars and occasions.

Apart from providing all of the performance you want, it additionally has an viewers that’s extra more likely to be searching for academic {and professional} content material.

Fb and YouTube are additionally useful platforms for internet hosting stay video occasions.

Model Instance: Webinars & Occasions

Bizzabo is a model that involves thoughts once I consider webinars.

It usually promotes and hosts informative digital occasions for its followers on LinkedIn – which makes excellent sense, on condition that Bizzabo is an occasions firm.

Screenshot from LinkedIn, July 2023

11. Contests And Giveaways

If you happen to’re trying to get your followers excited and engaged, think about making an attempt a contest or giveaway on social media.

This entails providing a particular prize – whether or not that be a free product, cash, or a visit – in alternate for particular interactions out of your customers (e.g., remark under, tag a pal, comply with this account, like and share this put up, and many others.)

The Greatest Social Media Channels For Contests & Giveaways

Instagram might be essentially the most generally used social channel for contests and giveaways.

Nevertheless, you too can run them on Twitter, Fb, Pinterest, and even TikTok.

Model Instance: Contests & Giveaways

Loads of manufacturers execute contests and giveaways, particularly across the holidays. Here’s a current instance of a giveaway hosted by Escape Brooklyn.

In Abstract

These are simply a number of the many social media content material sorts to select from. And with so many choices, there are additionally a number of methods to strategy social media advertising and marketing.

Understanding which codecs work greatest on your model – and resonate most together with your viewers – often takes experimentation.

I like to recommend beginning with just a few of the content material sorts we explored above based mostly in your overarching content material technique, goal platforms, and the sources obtainable to you.

Then begin posting and see what occurs!

Extra sources: 

Featured Picture: Roman Samborskyi/Shutterstock