23 Types Of Social Media Content That Get Engagement
Want to learn more about the top types of social media content? I’ve got you covered.
Engagement is everything on social media. The more likes, comments, shares, and saves your posts get, the better they’ll perform in the algorithm—and the faster you’ll grow.
The key to boosting engagement is maintaining a diverse content mix. You’ll need to experiment with different types of posts to figure out what resonates with your audience.
In this post, we’ll look at 23 types of social media content proven to drive more interactions. Let’s get started…
Visual content
Let’s start by looking at the different types of visual content that creators and brands share on social media.
1. Short-form video
Short-form video refers to video posts that are under 3 minutes long. Think TikTok clips, YouTube Shorts, and Instagram Reels.
It’s the number one most engaging type of social media content this year, with a higher average engagement rate than any other content format.
Part of the reason for this is that attention spans are getting shorter. People don’t always want to sit down and commit to a 10-minute video.
They’re looking for immediate gratification. They want digestible, entertaining content that they can consume quickly on the go. And short-form videos deliver on that front.
Keep in mind that short-form video is all about authenticity. For best results, focus on creating authentic-feeling, relatable clips that your target audience will find useful or entertaining—and remember that humor goes a long way.
Ryanair does this well. They use self-deprecating humor, trending sounds, and meme-style edits across their TikTok videos to create viral content that resonates with younger audiences.
2. Long-form video
Long-form video refers to video posts that are at least 3 minutes long, but more typically 10 minutes or more.
That extra length gives you more space to tell your stories, educate your audience, and build authority.
And while short-form video might be more popular this year, long-form video is still one of the most engaging content formats—so it deserves a place in your content mix.
Viewers will scroll through short-form videos when they want quick bite-size information or to pass the time for a few minutes. But if they really want to get their teeth into a topic, they’ll look for long-form videos.
The best place to post long-form video posts is YouTube. It’s the go-to social media platform for this kind of content. Other options include Facebook and Instagram.
For a well-rounded social media marketing strategy, try using short-form video to funnel viewers to your long-form content.
That’s what creator Marques Brownlee (MKBHD) does. He posts quick takes and teaser clips on TikTok and YouTube Shorts to drive more viewers to his full-length, long-form tech reviews on his main YouTube channel.
3. Images
Video might be king this year, but images are still the second most engaging social media content format, according to the stats.
They’re also one of the most frequently shared types of posts. Billions of images are posted every single day across social media channels like Instagram, Pinterest, WhatsApp, and Snapchat.
The good news is that image content is much quicker, easier, and cheaper to produce than video content.
Here are some examples of different types of image content you might want to share:
- Product shots
- High-quality photos
- Informative infographics
- Memes and GIFs
Images play a big part in National Geographic’s social media strategy. They regularly post stunning wildlife photography to their Instagram page, which garners significant engagement.
4. Carousels
Carousels are a specific type of social media post in which multiple images are chained together in a slideshow format.
Unlike regular images, users have to stop and slide through them if they want to see each image in the carousel.
This helps to encourage interactions, and as a result, carousels tend to drive more engagement than regular static image posts.
Interactive content
Next, let’s look at the most engaging types of interactive social media content (i.e., posts that encourage direct audience interactions).
5. Giveaways & contests
Giveaways and contests are social media posts in which you offer your audience the opportunity to be entered for a chance to win a prize if they complete a certain action.
That action might be to refer a friend, like the post, leave a comment, follow your account, sign up for your newsletter, or anything else.
Here’s an example from Virgin Radio Toronto on Instagram.
Giveaways like these are incredibly effective at driving engagement because users have to engage with them to enter.
You can build giveaways using a social media contest tool like SweepWidget. Just choose your prize and set your entry requirements, then publish it and share it on social media. Make sure to be clear about your terms and conditions.
6. Challenges
Challenges are social media posts in which you challenge other users to do something.
You’ve probably seen a bunch of these types of social media posts already, as they often go viral.
Some of the most famous examples include the Ice Bucket challenge, Harlem Shake challenge, and Mannequin challenge.
If you can successfully start a challenge that goes viral, it’s likely to drive a ton of engagement and attract thousands of new followers to your page.
Just look at Chipotle. They launched their mega viral #ChipotleLidFlip TikTok challenge with the help of influencer and superfan David Dobrik back in 2020—and it was a roaring success.
Users were encouraged to record themselves flipping a lid onto their Chipotle burrito bowls, and thousands of customers rose to the challenge, resulting in a huge boost to the brand’s social presence and plenty of UGC videos.
7. Polls & questions
Another way to drive a ton of engagement on social media is to share a post that asks your audience a question.
Most social media platforms offer interactive features for this, like Question Stickers on Instagram Stories and Polls on Twitter (X).
For best results, ask a divisive or controversial question. This helps to spark a debate in the comments, which leads to even more interactions and helps to get the algorithm on your side.
Spotify is a master of this. They drive tons of engagement through their creative use of polls on X (Twitter), asking their followers to vote on their favorite songs, albums, and artists to spark music-related debates in the comment section.
8. Q&As
Q&As are a type of interactive social media content in which users have the chance to ask a brand or creator questions and get answers.
Instagram and Reddit AMAs (Ask Me Anything posts) are a great example of this. For instance, look at this post on the r/IAmA subreddit from former US President Barack Obama.
Many celebrities have hosted similar Q&As on Reddit and beyond, often generating tens of thousands of engagements.
9. Quizzes
Quizzes are one of the most engaging forms of social media content. Why? Because they invite active participation.
People love answering fun, personalized questions—especially when the results tell them something about themselves.
That’s why personality quizzes and trivia challenges, in particular, tend to rack up tons of shares and comments. Users will often tag their friends to take the quiz too, which helps to boost reach.
Platforms like Instagram Stories and Facebook Stories offer built-in quiz stickers, but you can also build custom quizzes using tools like Meiro or Woorise. For best results, make it easy for quiz participants to share their results with click-to-share social links.
10. Livestreams
Livestreams are one of the most effective ways to drive real-time engagement. And there are plenty of stats to prove it.
Unlike pre-recorded content, live videos create a sense of urgency—viewers know they have to tune in now or miss out.
They also provide a direct, unfiltered connection between brands/creators and their audiences through live chat, making interactions feel more personal and fostering a stronger sense of community.
Livestreams saw a massive surge in popularity during lockdowns when people craved real-time experiences, and viewership remains significantly higher than pre-pandemic levels.
The most popular livestreaming platform is Twitch, followed by YouTube Live, but you can also go live on TikTok, Facebook, and Instagram.
Popular types of livestream content include Q&A sessions, event coverage, product launches and demos, live gaming, and live shopping events.
User-generated content (UGC)
You don’t have to create all the posts you share on social media yourself. Many brands and creators also post UGC (user-generated content) alongside their original content.
Here are some of the most effective types of UGC social content…
11. Reposts, Duets, and Stitches
Reposting and remixing content is a great way to engage with your audience while keeping your social media content pipeline full.
Reposts allow you to share user-generated content (UGC) or content from other influencers and brands to your own page while giving the original creator full credit.
Some platforms have features that take this a step further, allowing you to edit and remix third-party posts before you reshare them.
For instance, Duets and Stitches on TikTok allow you to add your own original content alongside another creator’s video.
TikTok star @khabylame owes much of his success to these features. He grew to be the most-followed creator on TikTok by stitching his reactions to popular ‘viral hack’ videos and sharing them on his page.
To make the most of reposts and remixes, focus on sharing popular content that aligns with your brand’s voice and resonates with your audience.
12. Collaborative content
Collaborative content refers to any content created by teaming up with other creators, brands, and influencers.
That includes sponsored influencer posts, brand partnership content, guest takeovers, co-hosted livestreams, etc.
Collaboration is one of the most effective ways to expand your reach beyond your organic following and drive engagement as it allows you to tap into your partner’s audience.
13. Reviews & testimonials
Sharing positive reviews and testimonials from your customers on social media is a great way to build trust and boost your brand’s credibility.
Customers will often look at a brand’s social media pages for social proof during the consideration page. If yours is full of glowing reviews of your products/services, those customers will be more likely to convert.
Other types of UGC content that can serve as powerful social proof include influencer endorsements, case studies, and before-and-after posts.
14. Customer photos and videos
Another great way to promote your products on social media while engaging your audience is to repost photos and videos shared by your customers.
One way to go about this is to run a branded hashtag competition, encouraging your fans to post photos or videos featuring your products with the campaign hashtag.
Coca-Cola’s #ShareACoke campaign is a great example of this—they encouraged users to post photos with personalized Coke bottles on social media.
The campaign generated massive engagement and led to a huge boost in brand awareness.
Educational content
People don’t just look to social media for entertainment—they use it for research too.
Providing valuable, informative content helps establish your brand as an authority while keeping your audience engaged.
With that in mind, here are some of the top types of educational social media content worth sharing…
15. Quick tips
Short, actionable tips are an easy way to provide value through your social media posts while keeping your audience engaged.
These types of posts should be concise, useful, and easy to digest—perfect for busy social media users who want immediate takeaways. For best results, focus on solving common pain points in your niche.
Quick tips can be shared in many post formats, including:
- Tweet-style text posts. A short, punchy list of tips in 280 characters or less.
- Carousel posts. Multiple graphics of separate tips presented in a sliding image carousel
- Short-form videos. A quick tip or roundup of tips delivered through Reels and TikTok clips.
- Infographics. Large graphics that present tips in a more visually engaging way (great for Pinterest)
For example, Canva regularly shares bite-sized expert design tips on Instagram, helping users improve their design skills while promoting its tools.
16. Tutorials
Tutorials go a step beyond quick tips by offering a more in-depth guide on how to do something.
These posts provide real value, positioning your brand as a helpful resource while driving engagement from users looking to learn.
Some effective tutorial formats include long-form videos and carousel guides.
17. Industry research
Sharing industry research and data-driven insights on social media is a great way to spark discussions and position yourself as a thought leader in your industry.
People love hearing about fresh statistics, new reports, and expert analyses, especially when they highlight surprising or important shifts/trends in the industry.
Twitter (X) and LinkedIn are two of the best platforms to share this type of content, with professionals frequently sharing links to new data and engaging in research-driven discussions.
To maximize engagement, break down complex data into simple, digestible takeaways, offer your own analyses or thoughts, and use visuals like charts or infographics to make the information more shareable.
Time-sensitive content
Timely content capitalizes on trends, current events, and cultural moments to drive engagement while they’re still fresh. This type of content encourages immediate interaction before the moment passes.
Here are some examples…
18. Memes
Memes are one of the most popular types of posts on social media.
They tend to get more interactions than other post types (especially shares and comments) because they tap into humor and relatability. A well-crafted meme can go viral in hours.
The key to using memes effectively is making sure they resonate with your audience and feel relevant to your brand.
Netflix, for example, frequently shares memes themed around its shows, creating highly shareable content that keeps fans engaged.
You’ll need to stay on top of trending formats and inside jokes within your industry to make the most of memes. Avoid forced or outdated meme formats to avoid coming across as ‘cringe’ and out of touch.
19. News reactions
Timely content always performs well, and reacting to current events and news as the stories break is a great way to stay relevant.
One of the best examples of this is Oreo’s famous ‘You can still dunk in the dark’ tweet during the Super Bowl blackout. The post went mega-viral, proving the power of real-time reaction content.
For best results, move fast. Timeliness is everything when it comes to news-based content—if you wait too long, the moment will pass.
20. Trends
New social media trends come and go every week. And every time a new trend takes off, it drives hundreds of thousands of interactions and engagements.
Participating in emerging trends early allows you to ride that wave, catapulting your reach and engagement while helping your brand stay relevant.
So, get involved in viral challenges that are relevant to your brand. Use trending hashtags and sounds in your content. And always aim to add your own unique spin on the trend rather than just copying what’s already out there.
21. Holiday & seasonal
Holidays and seasonal events are a goldmine for engagement. People are already in the spirit of the occasion, making them more likely to interact with festive-themed social media posts.
Starbucks does this brilliantly with its annual holiday cup reveal, building anticipation and conversation around a simple product change.
Tying your own social media content to relevant occasions—whether that’s Christmas, Halloween, or National Pizza Day—helps to make it more relatable and shareable.
Whether it’s Christmas, Halloween, or National Pizza Day, tying your content to a relevant occasion can make it more relatable and shareable.
A good content calendar can help with this. For instance, the social media scheduling tool Publer displays hundreds of national and international holidays within its calendar so you’re always prepared to tap into the seasonal buzz.
Inspirational content
Inspirational content often performs well on social media because people love engaging with messages that motivate or inspire them.
Here are a couple of the most effective types of inspirational social content…
22. Motivational quotes
Sharing motivational quotes is one of the easiest ways to drive engagement on social with little to no effort.
All you have to do is pick out a powerful quote that’s relevant to your audience or niche and aligns with your brand values, then turn it into a nice-looking graphic or video with a fitting background.
A well-crafted quote post can generate thousands of likes, saves, and shares. The key is to keep it authentic and visually appealing—bold text, simple backgrounds, and on-brand colors work best.
To maximize reach, pair your quotes with trending hashtags or captions that encourage interaction, like asking followers to tag someone who needs to hear it.
23. Inspiring stories
Nothing engages an audience quite like a powerful story. Whether it’s a customer success story, an employee spotlight, or an overcoming-the-odds narrative, storytelling creates an emotional connection that drives deeper engagement.
Nike has mastered this strategy. The brand’s ‘Just Do It’ campaign shares the real, inspiring stories of athletes who demonstrated perseverance and achievement to overcome the barriers facing them.
These posts have helped to inspire millions while at the same time helping Nike to build a strong social media presence.
For best results, focus on authentic stories that resonate with your audience, and use compelling visuals or video to bring them to life.
Final thoughts
That concludes our roundup of 23 types of social media content that get engagement.
Remember that the key to success on social media is variety. It’s a good idea to experiment with different types of content to see which formats perform best with your audience.
So, try out a diverse mix of post types, track results, and refine your approach based on what gets the most interaction.
