The Most Effective Types of Content on Social Media in 2025 [New Data]

It’s now 2025, and social media is still the top marketing channel that gives great results. We’ve made content for many kinds of groups — from government offices and nonprofits to small shops and solo business owners.

Sharing content on social media is a smart move for any brand. But understanding the basics, content types, and trends can feel like a big task.

Whether we’re updating our current plan or using a new platform for the first time, this guide will help us learn about the top content types and how they can support our business. We’ll also look at new data and trends to know where to focus in 2025.

Types of Social Media Content

In the past, each platform had its own content style — photos were for Instagram, videos for YouTube, and text for Twitter. But now, most platforms use a mix of different content formats.

These are the ones people use most in 2025.

1. Short-Form Video:

We’ve all spent time watching short videos. They’re fun, quick, and easy to enjoy. For businesses, they’re also simple and cost-effective to make. These short videos are now the most engaging type of social media content.

Here’s what the 2025 Marketing Trends Report shows:

• 21% of social media marketers say short videos give the best results.
• Short-form videos are now the top focus for social media teams.
• 17% of marketers plan to spend more on short videos this year.

Short-form videos work on TikTok, Instagram, Facebook, YouTube, Pinterest, LinkedIn, and X (formerly Twitter). For more insights, our Social Media Video Trends Report breaks down how each platform performs.

A great example is from Brooki Bakehouse on TikTok. They show behind-the-scenes clips of bakery life. It’s fun, real, and shares their brand without feeling like an ad. Plus, these kinds of videos don’t cost much to make.

2. Long-Form Video:

Video content today comes in many styles, and long-form video is one of them. Even though it doesn’t give as high returns as short videos, long-form content is still important and wanted on social media. Here are some key points that make it different from short videos:

• It takes more time and money to create.
• Viewers expect better video and sound quality.
• The content must be very interesting to keep people watching, as many don’t finish longer videos.

We usually watch long videos only when we really care about the brand’s story, values, or product. Short videos help attract new people, while long videos are better for keeping and growing relationships with those who already know the brand.

One great example is from AeroPress, a brand that makes coffee tools. They know their customers enjoy the lifestyle that comes with their products, so they make long videos that match that interest.

3. Live Video:

Let’s not forget about live video! It gives the third-best results of all content types, but not many marketers are using it yet. Live video can build strong connections, and brands that skip it might miss a big chance to reach people in real time.

Live videos became more popular during the pandemic when people joined events from home. Platforms like Twitch let fans chat and connect with creators instantly. We enjoy seeing brands use live video because it’s real — there’s no editing or reused content. It shows real effort to connect with the audience.

You can go live online only or stream a live event with a real crowd and let online viewers join at the same time. Sephora offers a great example with its live-streamed events.

4. Images:

When marketers were asked what kind of content they use the most, many said images — almost as much as short videos. Images are easy to use because they work well on all social media platforms. Here, we’re talking about real photos, not designed graphics (we’ll talk about those next).

Some simple and useful image ideas are:

• Sharing new product launches.
• Showing before-and-after shots.
• Posting clear product photos.
• Giving a behind-the-scenes look.
• Showing fun moments from the office.

One nice example comes from The Woobles, who posted a simple photo to show off their new product.

5. Infographics and Carousels:

Infographics are like photos but with useful facts and data. They are easy to share and look nice, making them a strong choice for teaching and social media content. About 51% of marketers who use them often say they get good results.

We are also including carousels here because they work just like infographics. In fact, carousels are even more useful in 2025. This is not just based on what users like but also how the platform shows them. For example, on Instagram, if someone doesn’t engage with the first slide, the app may show another slide later to grab their attention.

Carousels are very popular on apps like Instagram, LinkedIn, and even TikTok. Both carousels and infographics are great ways to teach your audience and share news from your industry. A good example is from the clothing brand Gnara, which used a carousel to explain the history of women’s pants.

6. Text Posts:

We see a lot of text-based content on social media every day — from long posts on LinkedIn to threads on X (formerly Twitter). The main goal of this type of content is to share useful ideas through words. It may have a picture with it, but the writing is the main focus.

Blogs are a common kind of text content that give helpful tips and info. But sharing a blog link straight to social media may not work well. Social platforms want users to stay on the app, not click away.

That’s why marketers are now spending more on their blogs and websites. A good way to use blog content is by turning it into short, easy-to-read posts just for social media. These small text pieces match how people like to read online — quick and simple.

7. User-Generated Content (UGC):

User-generated content, or UGC, is content made by your customers or followers that talks about your brand — and you didn’t pay them to do it. For example, someone might post a video using your product or a photo wearing your clothes and tag your business.

UGC is growing fast in 2025. Marketers said it’s their third-biggest focus, just after short videos and images.

This kind of content works well because people trust their friends and other buyers more than ads. About 80% of people say UGC strongly influences what they buy — even more than ads or influencer posts.

UGC is powerful because it shows that real people enjoy your products. It helps new people discover your brand and builds trust. For example, India (@ourwanderlust_life) posted about the Stasher Bag. The brand left a comment, which is a smart way to boost the post’s reach.

We already use several Stasher Bag items, and seeing others enjoy them reminds us why we bought them. UGC brings in new followers and helps past buyers feel good about their choice.

8. Audio Chat and Live Rooms:

Remember when everyone was talking about Clubhouse? That trend may have slowed down, but audio chats and live rooms are still going strong. Many social media platforms now have built-in audio tools, like X Spaces, LinkedIn Live, and Facebook Live Audio.

Audio content is very popular, especially with Gen Z — the biggest group on social media today. A 2024 study by Spotify showed that Gen Z enjoys audio because it feels more real and helps them feel connected to others.

Audio chat rooms give brands a chance to talk directly with people and build closer relationships — much more personal than a billboard or a video ad. And today, when people want to feel a real connection with the brands they follow, these chats can be a helpful tool.

This type of content may not fit everyone’s personal taste, but it shows how important it is to mix different content types. Not every piece will reach every person, so having many social accounts and sharing different kinds of content helps connect with more people.

9. Forums and Private Groups:

Social media is not just about getting followers or selling products. Some brands are building real communities where people feel like they belong. One of the best ways to do this is through forums and private groups.

When marketers were asked what they gain from building online communities, most said the top benefit is better brand loyalty and positive feelings toward the brand.

We are part of several brand groups, and as customers, we’re more likely to remember and talk about a product when we’re in a group with other users. It feels like the brand cares about helping us, not just making a sale.

A great example is the Instant Pot® community group. It brings people together to share recipes, solve cooking problems, and celebrate their cooking wins. It keeps users engaged and connected to the brand.

10. Content That Shows Brand Values:

Almost half of marketers say that showing brand values is already part of their social media plan. This means sharing what the company believes in — like using eco-friendly materials, treating workers fairly, or supporting important causes.

Today’s buyers care a lot about what a brand stands for. They want to support companies that try to make the world better. They also want to see what actions businesses are taking to support their values.

One strong example is Patagonia. The company shares its values clearly, and people trust it for that reason. It’s not only about gaining trust — marketers say content that shows brand values gives one of the best returns, ranking 5th in overall value. That’s why in 2025, many brands are making this type of content a top priority.

11. Shoppable Content:

Shoppable content on social media lets people look at products, find what they like, and even buy items without leaving the app. For example, the Instagram shop for Ink Meets Paper shows products that people can browse and purchase directly.

This type of content is growing fast because more people now discover and buy products through social media. In fact, many users from Gen Z, millennials, and Gen X have bought something directly from a social app in the past few months.

Because of this trend, 87% of marketers plan to spend more on tools that support social shopping in 2025. It’s a smart way to make shopping quick and easy for everyone.

12. Disappearing Content:

Disappearing content — like Instagram Stories — only stays up for a short time, usually 24 hours. This short window encourages people to watch and interact before it’s gone. It creates a sense of urgency, which can lead to more views and faster actions.

Adding quizzes, polls, or short messages in these stories is a great idea. It gets people involved right away, and they often come back to see the results or check out the next story. This type of content keeps people interested and coming back.

13. Educational Content:

Educational content is all about helping people learn something useful. It can be shared in different forms like videos, images, infographics, or even simple text posts. This content gives value to the audience by solving a problem or teaching something new.

Many brands share this type of content on YouTube, social posts, and blogs. For example, HubSpot shares videos where people can learn about marketing and business in an easy way. Educational content works well on all platforms and builds trust with the audience.

14. Funny, Trendy, and Relatable Content:

Creating funny or trending posts is a big part of social media today. It helps brands connect with people and sometimes even go viral. To do this well, marketers need to stay updated on current events and internet trends.

Right now, more than 40% of marketers are already sharing this type of content. And in 2025, around 59% plan to share even more funny posts because these get the most attention. People enjoy content that makes them laugh and feel seen — and they expect brands to join the fun too.

Repurposing Content the Right Way

It’s not easy to make new content for every platform. That’s why many brands repurpose their posts. This means using the same idea but changing it slightly to fit each platform better.

Repurposing saves time and helps reach more people. But the key is to make small changes, not just post the same thing everywhere. People want fresh content that fits the style of each app.

A New Way to Think About Social Media

Social media is always changing. To stay ahead, we need to plan smart and share content that connects with people. Whether it’s shopping posts, funny videos, or short stories, every piece of content plays a part in building our online presence.

Feeling inspired to try some of these ideas? We’ve seen how a strong social media plan can bring big results, even though it takes time and effort.

To learn more and stay updated, check out our full Social Media Trends report. It’s filled with data, tips, and videos to help take your content to the next level.