9 popular types of social media content to grow your brand

Content is at the heart of every social strategy. It’s how brands make their first and long-lasting impressions on social media. And it’s with content that brands communicate and connect with new and loyal customers alike.

That’s why it’s important to know what to post on each social media platform. So in this article, we’ll share the 9 most valuable types of social media content according to marketers and how brands are using these formats to strike a chord with audiences.

1. Short-form video

Short-form videos are the most captivating type of social media content thanks to their succinctness. Whether it’s a product tutorial or trending challenge, short-form videos enable you to bring social media post ideas to life in under a minute. Their brevity also makes these videos incredibly shareable—ideal for social media.

Not to mention, you’re marketing to an audience that’s busier than ever. People are looking for immediate gratification in their social media entertainment—and short, punchy videos fit the bill. With that in mind, it’s unsurprising that social media users are so engaged by them.

Per Sprout’s 2024 Social Media Content Strategy Report, social media users rate short-form videos as the form of brand content they’re most likely to engage with on Instagram and TikTok. Specifically, videos under 15 seconds long perform best on Instagram, while videos lasting anywhere from 15-60 seconds are popular on TikTok.

But it’s not enough to simply post short-form videos on social media. To get  engagement, brands need to incorporate people’s values into their social strategies. And according to The 2025 Sprout Social Index™, social users prize authenticity, relatability and entertainment above all else in brand content.

Brand spotlight: Duolingo

Tapping into these traits can look different depending on the business. For instance, if your brand identity is playful and cheeky, you might incorporate humor in your videos—which is exactly what Duolingo does.

Across TikTok and Instagram, you’ll find an array of videos, often featuring staff dressing up in mascot costumes, doing dances and using hilarious audios. The brand even uses its platform for parody, gently poking fun at other creators like Ashton Hall. In a viral video, Duolingo mimicked Hall’s unusual morning routine, which includes waking up before 4 am and dunking his face into a bowl of ice water.

2. Carousels

Also known as multi-image posts, carousels compile several images and/or videos into a single post. Mobile users can view the content by swiping left on their devices, while desktop users can click on the arrow button to the right of a post.

While you can post carousels on multiple platforms (such as LinkedIn and X), they’re mostly used on Instagram. According to The 2025 Content Benchmarks Report, carousel posts make up 25% of branded Instagram content. These multi-image posts are particularly popular in the construction (34%) and real estate industries (31%).

But why have Instagram carousels been so widely adopted in these sectors? Because carousels enable you to show multiple images, they’re ideal for progress posts and before-and-afters—perfect for construction businesses who want to showcase the progress of their builds. Additionally, carousel posts are also well-suited to promoting large or multi-faceted products, such as property. With a single post, a realtor can display nearly every room in a house they’re selling, making it easier to pique a potential buyer’s interest.

However, carousels aren’t confined to these industries. They’re also helpful for tutorials, event highlights and brand storytelling.

Brand spotlight: Canva

As one of the best brands on social media, it’s no surprise that Canva has mastered the carousel. While the brand uses the feature in a variety of ways, it most often showcases hacks and tutorials, guiding and inspiring people on how to use the platform.

By condensing the information into bite-sized tips, Canva makes complex ideas and processes simpler for everyday people to grasp. In turn, the brand isn’t just boosting comprehension levels but staying true to one of its core values: making design easy and accessible for everyone.

3. Static images

Static images are one of the types of social media most consistently found and appreciated across social networks, making them a must-have for brands. The 2024 Social Media Content Strategy Report found that social users are likely to interact with them across various platforms, including Instagram, Facebook, X, LinkedIn and Threads.

Static images also dominate on Pinterest, a platform most popular among Gen Z, Millennials and women. Per the report, 51% of consumers feel that Pinterest is more positive than other platforms, which could make it a worthwhile platform for brands to invest in.

Part of the appeal of static images is they’re absorbed and appreciated in an instant. The colors, composition, text (or lack of it) and other details give social users an immediate impression of your brand. No cognitive overwhelm, no getting lost in a wall of text—just a simple message that sticks.

Brand spotlight: IKEA

Whether it’s a cozy bedroom, a bold bathroom or a welcoming entryway, IKEA skillfully uses static images to promote its products. While all its shots are high-quality, the brand’s feed features a balanced blend of muted tones and bold colors, sophisticated spaces and playful designs—each one more scroll-stopping than the last.

This diversity in its imagery works wonders for promoting IKEA’s vast product range, highlighting that this is the brand to help you create a home that’s as beautiful as it is functional.

4. GIFs and memes

GIFS and memes are a particular type of social media content used and appreciated across generations. When words can’t describe the mix of gestures and feelings we all relate to at some point, GIFs and memes can add meaning to these situations.

These types of social media content also convey a sense of relatability through comedic takes on daily life. And as previously mentioned, relatability is one of the key traits users crave in branded social content.

GIFs and memes are also a core component of online culture, and using them is a great way to prove that your brand has the finger on the pulse of culture—something that’s important to 93% of social users, per The 2025 Sprout Social Index.

With that said, businesses must be conscious of how and when they use GIFs. The Index also found that consumers are relatively split on whether it’s cool or embarrassing for brands to participate in viral trends. More than 25% agree it’s only effective if brands jump on the trend within one or two days after it emerges.

Brand spotlight: Netflix

Netflix does an excellent job of incorporating GIFs and memes into its social content. As seen below, it often creates custom memes using screenshots from its films and shows, especially those that are extremely popular or recently released. The third season of Squid Game ticked both of those boxes; as one of the platform’s most-watched series of all time, the final season was highly anticipated. Netflix decided to capitalise on excitement by posting a series of memes the day after its release.

Each features the same still from the show, accompanied by different texts at the top, each one as playful as the last. With this timely post, Netflix proved it’s up to date with internet culture. It also demonstrated its ability to leverage cultural understanding in a way that’s relevant to its services.

5. User-generated content

User-generated content (UGC) is unsponsored content that customers create about a brand, such as reviews, photos, videos and social posts. As one of the most authentic forms of content, UGC is invaluable in building a brand’s credibility.

For consumers, quality is everything—and highlighting the quality of your product or service can help you stand out on social. In fact, it’s what 66% of social users say makes brands stand out, according to The 2025 Index.

When your real customers share their rave reviews, it enhances the legitimacy of your brand. You’re not paying them to say these things; they just can’t help but sing your brand’s praises of their own accord. And repurposing their content on your socials is an effective way to spread the good word—directly from the mouths of your customers.

Brand spotlight: Trello

A collaborative project management tool, Trello is used by over 4.75 million people worldwide. With such widespread adoption, it’s unsurprising that many users have amazing things to say about the platform and its ability to keep them organized.

Trello has used this positive word-of-mouth to their advantage by reposting testimonials to their social accounts. Not only does this speak to the quality of their product, but it also encourages other users to continue the chain of praise, further driving the brand’s credibility.

6. Influencer content

One of the most powerful ways to grow your brand on social media is to leverage the followings of other creators, specifically influencers. Whether through sponsored posts, collaborative collections or brand ambassadorships, influencer marketing is an excellent way to amplify your reach, credibility and revenue across platforms.

In terms of reach, 92% of marketers say sponsored influencer content performs better on average than organic content, according to the Q1 2025 Sprout Social Pulse Survey.

When it comes to revenue, the Q2 2025 Pulse Survey found that 64% of social users are willing to buy from a brand when it partners with an influencer they like. This figure rises to 74% for Millennials and 76% for Gen Z. So, your ROI from influencer collaborations could be even greater when targeting younger audiences.

Brand spotlight: Alani Nu

Specializing in energy drinks, supplements and protein bars, Alani Nu is no stranger to influencer marketing. In addition to using influencers as models, the brand has created its own team of Alani Nu athletes and launched special edition collaborative products.

Over the years, the brand has partnered with some of the biggest names in fitness, fashion and lifestyle like Kim Kardashian, Paris Hilton and Brittany Mahomes.

One of its most effective influencer marketing examples was its special-edition Blue Slush flavor, created in partnership with Whitney Simmons. In conjunction with the announcement post, Alani launched a giveaway to generate more buzz and bolster engagement. The two posts were collaborative, appearing on both Alani Nu and Whitney’s accounts to drive visibility.

7. Text posts

Although businesses must prioritize visual content, they shouldn’t lose sight of the power of words. Written content needs the same attention, consistency and creative elements that you give other content formats—especially since it performs so well. Per the 2024 Social Media Content Strategy Report, social users are most likely to engage with branded text-based posts on Facebook, X, LinkedIn and Threads.

With that said, it’s not enough to post any text. To stand out from the crowded social chatter, you must develop a distinct brand voice and showcase it. Whether sophisticated and authoritative or goofy and informal, having a consistent tone will help users know what to expect from your content. In turn, it will be easier to foster loyalty and gain their trust.

Brand spotlight: Wendy’s

Wendy’s is proof that a single punchy line can be just as impactful on social media as any visual. By sharing a scenario that many people can connect with (and have likely experienced), Wendy’s makes their post engaging and shareable.

The post also aligns perfectly with Wendy’s brand voice, which it’s spent years cultivating. Funny and irreverent, the business is known for its bold behavior on social media, such as calling out competitors, replying sassily to customers and even commenting on pop culture news. By unabashedly upholding their unique tone of voice, Wendy’s cuts through the noise and makes an impact on social media.

8. Long-form video

Long-form videos provide the space needed to dive deeper into a topic, making them ideal for building authority. Whether it’s a detailed product walkthrough or a masterclass series, long-form videos prove that you have the knowledge and expertise of an industry leader (i.e. that your brand is worth trusting).

Long-form videos also help you create more meaningful, long-lasting customer relationships. When someone takes the time to watch your long-form content, it’s a sign they’re connected to your messaging. You can nurture that investment and foster trust by creating similar long-form content in the future.

YouTube is the premier channel for long-form video content. Sprout’s 2024 Social Media Content Strategy Report found that half (51%) of YouTube users are most likely to engage with brands’ long-form videos on the platform.

Brand spotlight: Crayola

When it comes to long-form videos, brands should take a page from Crayola’s YouTube content strategy. Despite being 120 years old, the brand is constantly proving it’s still fresh on YouTube—as is its commitment to creativity.

One of Crayola’s most successful long-form videos belongs to its 2024 Stay Creative campaign. The video chronicles an initiative in which Crayola collected children’s artwork for display in museums and galleries across the United States. Forty years later, the brand returned the art to the kids who created it. Emotional and inspiring, the video beautifully captured the impact of lifelong creative expression.

With this video, Crayola didn’t just reinforce its authority in the creative space—it crafted an emotional narrative and reaffirmed the power of long-form storytelling.

9. Live video

Livestreaming helps businesses and creators to broadcast conversations, webinars, Q&As or other virtual events. And unlike text or image posts, where you wait for an interaction, live videos give audiences a chance to react and engage in real time.

That real-time sense of community has struck a chord with internet users, leading to a boom in live streaming. In Q3 2024, livestreams were the third most popular form of online video content, with over 28% of internet users watching livestreams weekly. In the same quarter, nearly 30% of internet users listed the ability to watch livestreams as a reason to use social media.

Many platforms have livestream capabilities—including Instagram, TikTok, YouTube, Facebook and LinkedIn—so you can capitalise on their value across networks.

Brand spotlight: Candy Kittens

With over 2 million Instagram followers and three podcasts, founder of British vegan treats brand Candy Kittens, Jamie Laing, knows how to keep an audience engaged. His star power even helped the brand’s first live social shopping event break a range of livestream records in the food industry.

Although the exclusive offers initially drew viewers in, Jamie’s charisma is what brought the event to life. Plus, personal touches like FaceTiming customers tapped into the sense of real-time community that livestreams are designed to build.

Emerging types of social media content

The social media landscape is constantly changing, particularly as new platforms continue to emerge. And with every new platform, there’s no telling where it will go. Take TikTok as an example. Ten years ago, the platform didn’t exist; now, it’s one of the most used social networks in the world.

With that in mind, brands must constantly monitor how platforms, users and content types evolve, and factor these updates into their social media strategies. Below, we explore a few emerging content types to consider as a first step.

AI-generated content

For many, artificial intelligence (AI) is becoming embedded in everyday life, including on social media. People are turning to ChatGPT to craft compelling captions. Businesses are relying on AI-powered chatbots to automatically reply to DMs. Not to mention, AI powers the very algorithms that tailor users’ feeds on platforms like Instagram and TikTok.

As AI becomes more prominent, it may have a place in your company’s social media strategy, especially if it can create better customer experiences. Per Sprout’s Q1 2024 Social Pulse Survey,  73.5% of customers strongly/somewhat say they’re comfortable with brands using AI to deliver faster customer service on social. The 2025 Index also discovered personalized customer service was users’ #1 social media priority for 2025—a mission that AI can contribute to.

For example, businesses can use AI chatbots to automatically reply to direct messages (DMs) on social, reducing user wait times. Additionally, AI can improve the quality and tone of responses, providing audiences with more authenticity. Our Enhance by AI Assist function does exactly that by helping customer service agents enhance the length and tone of their responses to match the customers’.

Shoppable content

Shoppable content is a type of content (e.g. social post, image, video or ad) that consumers can click through to make a purchase. For example, Instagram Product Tags enable you to link items from your catalog in your images and videos, so people can easily tap to learn more or buy.

With many users now embracing social commerce, shoppable content is invaluable for brands. Consumers don’t just search for new products on social media—they even use it to make spur-of-the-moment purchases.

According to Sprout’s 2025 Social Index, 81% are compelled by social media to make spontaneous purchases multiple times per year, while 28% make impulse purchases once a month. When consumers are ready to make a direct purchase, they’re most likely to turn to Facebook, followed by TikTok and Instagram.

Episodic content

If you want to keep audiences coming back to your social accounts again and again, episodic content is an excellent tool. By creating a series of interconnected posts, businesses can build anticipation, strengthen brand recognition and deepen engagement.

Episodic content is also important for meeting audiences’ expectations. As reported in the Q2 2025 Sprout Social Pulse Survey, 57% of global social media users say it’s important for brands to prioritize posting original content series. The survey also found that different users are compelled to engage with episodic content for different reasons:

• 48% enjoy when brands tell complete stories within each post or episode.
• 40% are compelled if the series includes a cast of characters that you get to know.
• 35% are interested if they recognize the series due to other people they follow talking about it.
• 34% like when brands tell a longer story over the course of multiple posts.

Find the types of social media content that work for your audience

Thanks to all these types of social media content, there are multiple ways for you to express your brand voice and make meaningful connections. And while best practices are a good starting point, your audience and brand are unique, so you need to find what works best for both.

Discover what type of content your brand should use on social media by checking out the insights in The 2025 Sprout Social Index™.