Social Media Content 101: What Works Best on Each Platform (And Why)

Information in this blog post was obtained from the HubSpot Blog.

Image Courtesy of Unsplash

When it comes to content creation for social media, one size definitely does not fit all. If you've ever posted the same thing on Instagram and LinkedIn and gotten wildly different reactions (or crickets), you're not alone. Each platform has its own vibe, its own rules, and its own ideal type of content. But hey—don’t sweat it. Once you know what works where, it becomes a whole lot easier to create stuff your audience actually wants to see.

First, we will discuss the many forms of content you can use to promote your brand. Then, we will break down what kinds of content work best on each specific platform. Lastly, we will unpack the art of repurposing and curating content to keep things fresh.

Mix It Up: Why Variety Matters

When it comes to social media, the biggest mistake you can make is posting the same kind of content over and over. The truth is, there are so many different types of social media content, and mixing it up is the key to keeping your audience interested and coming back for more.

First up, you’ve got your visual content — think photos, graphics, videos, and even GIFs. This stuff grabs attention fast when people are mindlessly scrolling. According to Cyan Zhong’s Hubspot article, video content yields the highest ROI for social media marketing. 

Then there’s educational content — tips, tutorials, and how-to posts that make your audience smarter (and show you know your stuff). Entertaining content is huge too — memes, funny videos, trending challenges — it’s all about showing off your brand’s personality and having some fun. Zhong shares that more brands are choosing to double down on funny, yet relatable content to appeal to their audiences. 

Don’t forget user-generated content. This is where you repost what your customers or followers are sharing about you. It’s a huge trust builder because it shows your audience that real people like your brand. And of course, you’ll want some promotional content in the mix too — talking about your products, services, launches, or special deals. Just don’t overdo it — no one wants to feel like they’re being sold to 24/7.

Mixing up these content types keeps your feed feeling fresh, boosts engagement, and shows your audience that you’re not a one-note brand.

Choosing the Best Content

To make the most of your social media strategy, it's important to understand the unique strengths and audience preferences of each platform. Let’s take a closer look at what types of content tend to perform best on some of the most popular social networks:

Instagram

Instagram is the king of aesthetics. If it’s not visually appealing, it’s probably not going to fly. This platform thrives on visual content—think high-quality photos, short videos (like Reels), behind-the-scenes stories, and on-brand graphics.

Best content types:

• Photos (edited or unedited, but always eye-catching)

• Reels (short, snappy videos with trending sounds = algorithm gold)

• Carousels (great for storytelling or step-by-step guides)

• User-generated content (UGC)—aka reposting photos or videos your customers tag you in

• Stories for more casual, in-the-moment updates or polls

  
  

Want to boost user engagement? Use interactive stickers in Stories—polls, sliders, questions—anything that gets your followers to tap instead of just scroll.

Pro tip: Reels are where it’s at right now. They're favored by the algorithm and perfect for content repurposing—slice up a longer YouTube video or podcast clip into 30-second bits for maximum reach. Erica Santiago’s Hubspot article states that videos on Instagram are twice as likely to generate engagement than images.

TikTok

TikTok doesn’t care if your lighting is perfect or your hair is a mess. What matters here is authenticity, creativity, and entertainment. If your content is funny, informative, relatable—or better yet, all three—you're golden.

Best content types:

• Short-form videos (ideally 15–60 seconds)

• Trends and challenges (but make them your own)

• “How-to” or explainer videos (super effective for brands and educators)

• Behind-the-scenes content or day-in-the-life clips

• Influencer marketing—collaborations with creators who have loyal followings

  
  

The TikTok crowd loves user-generated content too. Encourage duets, stitches, and hashtag challenges that involve your audience. It’s a great way to foster community and boost user engagement.

For more information and tips on creating short videos, check out my colleague Megan's post here.

Twitter (X)

If Instagram is a glossy magazine, Twitter (X) is more like a group chat with 400 million people. This is the place for hot takes, trending topics, and rapid-fire updates.

Best content types:

• Short, punchy text posts (humor wins here)

• Threads for storytelling or educational content

• GIFs and memes to entertain or react

• Polls for quick feedback

• Curated content from news sources or niche blogs

  
  

One underrated trick here? Content curation. Share links, quotes, or thoughts from others (with credit!) to spark conversation. People appreciate being in the know, and you get engagement without always having to create from scratch.

Facebook

Facebook isn’t the shiny new toy anymore, but it’s still extremely relevant, especially for community-driven content, local events, and certain demographics 

Best content types:

• Videos (especially native uploads and livestreams)

• Longer-form posts that tell stories or give value

• Event promotions

• Group posts for niche communities or topics

• User-generated content like testimonials or reviews

  
  

If you’re a brand, try going live with Q&As or tutorials. These get a nice little algorithm boost and can really spike user engagement. And don't forget Facebook Groups. These are a goldmine for niche conversations and a deeper connection with your audience.

LinkedIn

LinkedIn is all about career moves, thought leadership, and professional wins—but that doesn’t mean you need to be a robot. In fact, content creation on LinkedIn is most powerful when it’s authentic and insightful.

Best content types:

• Personal stories with professional takeaways

• Industry news and trends

• Thought leadership posts (bonus points if you include an original POV)

• Infographics and charts

• Content curation—share and comment on articles to build your brand

  
  

Videos do well here too, especially if you’re talking directly to the camera with a clear message. And just like on Twitter, curation plays well: reshare information, add your thoughts, and boom—instant credibility.

Image Courtesy of Unsplash

Work Smarter, Not Harder: Repurposing and Curating Content

If you’re feeling like social media is a never-ending content monster that always needs to be fed, you’re not alone. The good news? You don’t have to create everything from scratch every single day. Enter two magic words: repurposing and curating.

Repurposing is basically giving your own content a second life. Got a blog post that did really well? Turn it into a carousel for Instagram, a quick video for TikTok, or even a series of tweets. Recorded a podcast? Pull out the best quotes for graphics. Repurposing lets you stretch your hard work further without burning yourself out. Flori Needle’s Hubspot article gives great tips on repurposing content. They recommend using old images as new post backgrounds, posting snippets of older video content, and creating updated infographics using your existing content. 

Curating, on the other hand, is about sharing valuable content from others. Find articles, posts, or videos that align with your brand or vibe and share them with your own take. It builds trust, shows you’re plugged in, and saves you time.

Bottom line: you don’t have to reinvent the wheel every week. Mix your original stuff with smart repurposing and thoughtful curation, and suddenly, keeping up with social media feels way more doable.

Final Thoughts

In this post, we first explored the vast variety of content you can use to build your brand. Then, we broke down each social media platform to determine which forms of content would work best for each one. Lastly, we unpacked how to use content curation and repurposing to get the most bang for your buck.

Social media doesn't have to be overwhelming. The trick is understanding where your audience hangs out and what kind of content they actually want there. Focus on:

• Visual content for Instagram and Pinterest

• Raw, authentic video for TikTok and YouTube Shorts

• Insightful, curated content for Twitter and LinkedIn

• Community-focused storytelling for Facebook

  
  

Most of all, have fun with it! Social media is about connection. Keep it real, keep it useful, and your audience will keep coming back for more.

Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.

Resources

Bump, P. (2021, July 21). The 5 Types of Social Media and Pros & Cons of Each. Hubspot.com. https://blog.hubspot.com/marketing/which-social-networks-should-you-focus-on 

Needle, F. (2021, February 5). 20 Creative Ways to Repurpose Content. Blog.hubspot.com. https://blog.hubspot.com/blog/tabid/6307/bid/27256/5-creative-ways-to-recycle-content.aspx 

OpenAI. (2025). ChatGPT (April 28 version) [Large language model]. https://openai.com/chatgpt 

Zhong, C. (2023, February 17). New Data: What Types of Content Perform Best on Social Media? Blog.hubspot.com. https://blog.hubspot.com/marketing/content-social-media-popularity