Social Media Marketing Content That Actually Work in 2025

August 1, 2025

Social Media Marketing Content

Over the last few years, social media marketing content has evolved from an optional add-on to a must-have channel for brands of all sizes and across every industry. Whether you're a scrappy startup or a global enterprise, different types of social content are among the most cost-effective ways to build trust, visibility, and community.

That accessibility is a huge advantage. Social content is often free to post, fast to produce, and tailored for the platforms your audience uses daily. But don't let its low barrier to entry fool you. Some of the world's most iconic brands, from Taco Bell and Starbucks to J.Crew and Calvin Klein, run incredible Instagram marketing campaigns that blend storytelling, seasonal relevance, and sharp visuals to drive real revenue, especially during high-conversion periods like the holidays.

These aren't just vibes and vanity metrics. They're data-backed strategies with clear ROI, and your brand can tap into the same playbook. So what's the secret sauce? What kinds of social content are best for promoting your business? You can't achieve social media marketing success without the right social media marketing software, which helps brands plan, publish, and measure content effectively. 

Let's break it down.

TL;DR: What you need to know about SMM content strategy

  • Why do you need social media marketing content strategy? It helps align your content with clear audience goals — not just brand goals — so every post has purpose and value.
  • What are the key content objectives? Guide, educate, entertain, answer, alert, share, and support SEO. These purposes shape which formats to use and where.
  • How should you guide your audience? Use step-by-step carousels, tutorials, and how-to checklists to walk users through tasks and processes.
  • How can social content educate? Post explainers, thought-leadership, and breakdowns to build trust, especially for B2B or complex industries.
  • How do you entertain your audience? Leverage humor, memes, behind-the-scenes reels, and trending audio to drive emotional connection and shares.
  • What counts as “answering” content? FAQ videos, Q&A carousels, and story-based replies address real user questions to boost trust and conversion.
  • What’s the value of alerts and updates? Use timely posts and countdowns to drive urgency and highlight launches, webinars, or limited-time offers.
  • Why share third-party content? Sharing UGC, influencer posts, and thought-leadership helps extend reach and build community.
  • How does social support SEO? Repurpose blog content into bite-sized visuals and threads to amplify search visibility and engage across channels.

What types of social content formats work best at each stage of the funnel?

To drive meaningful engagement, your social media marketing content should align with the buyer’s journey and your strategic objective, whether to educate, entertain, or convert. Here’s how to map the right content to each stage of the funnel.

Funnel stage Objective Content format Why it works
Awareness Entertain Memes, GIFs, Reels, Polls, Trending audio clips Instantly attention-grabbing, highly shareable, light engagement barrier
Inspire Inspirational quotes, Emotional videos, UGC (user-generated content) Taps into emotions; increases brand affinity and social sharing
Educate Blog snippets, Infographics, Quizzes Delivers digestible info that builds interest without overwhelming
Consideration Guide How-to blogs, Webinars, Podcasts, Instagram carousels Demonstrates thought leadership and solution expertise
Answer Q&A reels, Infographics, AMA sessions Directly addresses audience pain points, builds trust
Entertain + educate Story Highlights, Interactive checklists, Carousels Balances engagement with valuable insight to maintain audience attention
Decision  Convince

Case studies, Demos, Testimonials, Influencer marketing, Feature walkthroughs

Shows real success stories and product capabilities; reassures hesitant buyers
Capture leads Shows real success stories and product capabilities; reassures hesitant buyers High-value, long-form content exchanges access for leads
Showcase Product videos, Customer reviews, Feature explainer videos Highlights value propositions clearly and visually

The bottom line is to diversify your content by type, platform, and purpose. You’ve got a ton of options, each with its own strategic niche. For inspiration, check out these CMO-recommended content tactics for Q4.

Which social media platform(s) are you using?

When most marketers think of "social media," they default to Facebook or Instagram. While those platforms are still heavyweights, today's landscape is broader, faster-moving, and far more segmented.

To succeed in modern social media marketing, you need to go beyond "posting everywhere" and instead choose platforms based on your:

  • Audience behavior and demographics
  • Preferred content formats
  • Engagement goals (brand awareness, lead gen, sales, etc.)

Here's a strategic breakdown of today's top social platforms, including what works where, and how to align your content formats accordingly.

Facebook: The legacy giant with versatile reach

This one’s still the big gorilla, even after so many years. And it’s super versatile; you can post all kinds of content. Facebook posts are highly versatile and work well for various content formats, especially when tailored to how users consume media on the platform. It's particularly effective for:

  • Short-form video, especially in square or vertical format
  • Image-driven posts, such as quote graphics or infographics
  • Link sharing, including blog articles, gated assets, or landing pages

Video tends to earn the highest reach among these, followed by images, links, and plain text. To boost performance, always pair your visual content with compelling captions, CTAs, and links that drive users deeper into your funnel.

Use for: Multi-format campaigns, retargeting audiences, community groups, and mid-funnel content distribution.

Tool Tip: Explore top-rated Facebook Marketing Software.

Instagram: The visual storytelling playground

Instagram remains a hub for visual-first content, but it’s no longer just about pretty photos. Quality content with the right hashtags can keep an Instagram feed post engaged for days. It’s a visual platform, which makes it great for advertising. You don’t need to be a photoshop expert to get started. A bank of high-resolution product images or striking, unique stock photos and a design tool with ready-made Instagram post templates will go a long way.

Product teasers and other promotions with thematic seasonal imagery do well. Don’t limit yourself to still images, though; you can also leverage the power of Instagram videos via your posts, story, live videos, or IGTV (depending on the scope of the video). Each option has unique length requirements. 

Today, it supports a range of high-performing formats:

  • Reels (short-form video is the new standard)
  • Carousels (significant for mini-guides or multi-image stories)
  • Stories & Highlights (for ephemeral, behind-the-scenes content)
  • UGC and influencer marketing (especially in B2C)

Trend Alert: Instagram’s algorithm now prioritizes Reels and high-retention video content, so go beyond static visuals and start leaning into video.

Use for: Awareness and engagement campaigns, influencer activations, brand-building, and shoppable posts.

Twitter: The real-time engagement engine

While Twitter (now X) has gone through big changes, it remains a powerful channel for real-time marketing, commentary, and niche thought leadership – especially if your brand thrives in fast-moving conversations. Unlike other platforms, Twitter feeds move fast and have a brief half-life.

This means you could even tweet the same thing at different times and days to reach a new audience. Photos and videos have the best engagement. The extremely short format is also perfect for link sharing. Find industry-adjacent content and share it with your followers to establish your status as an in-the-know resource.

Hashtag marketing is another relevant strategy born with Twitter and since expanded to other social sites.

What works best on X right now:

1. Use threads to tell micro-stories or explain concepts

Break down your content into a narrative. Start with a strong hook, then layer value:

"Social media isn't just about going viral. Here's how we use five content pillars to drive consistent B2B leads — thread"

2. Capitalize on speed and searchability

Use trending or niche hashtags wisely (1–2 max), and follow daily trend cycles. Tools like TweetDeck or X Pro help monitor keywords in real time.

3. Repurpose long-form into snackable insights

Turn blog posts, case studies, or webinars into 3–5 tweet insights with links to gated content or landing pages.

4. Pin high-performing or lead-gen tweets

Make your profile work as a landing page by pinning a tweet that leads to a resource, newsletter, or offer.

Use Twitter/X for industry commentary, real-time event engagement, community building, and driving top-of-funnel traffic through timely, conversational content.

LinkedIn: The B2B authority builder

As a professional-focused network, LinkedIn gives better traction to B2B social content, helping companies connect with other business owners more effectively than on consumer-focused platforms like Instagram. 

Formats that shine:

  • Thought-leadership posts and document carousels
  • Whitepapers, research reports, and long-form articles
  • Webinar clips and video explainers with captions

Use for: Lead nurturing, B2B awareness, employee advocacy, and subject matter authority.

YouTube: The evergreen education engine

Many people forget that YouTube is not only a social platform, but the second-most trafficked site on the internet — with over 42.8 billion monthly visits in June 2025. Only Google had more. If you’ve got a minute, check out this mesmerizing time-lapse from FastCompany that shows YouTube’s rise to dominance.

Video marketing statistics from more recent years continue to show this trend, with 89% of businesses now using video as a marketing tool. You can seize this opportunity by curating an active company YouTube channel. Try branded customer testimonials (great for building your credibility), demos, tutorials, and explainers that show your product or service in action. Not all brand content needs to center on your business, though. Interviews with thought leaders in your space can be very compelling top-of-funnel content.

Google (YouTube’s parent company) recommends a three-tiered strategy with a mix of “Hero,” “Hub,” and “Help” branded video content.

Youtube Insights Stats Data Trends Vol 8


This breakdown will raise awareness, nurture prospects, and delight your core audience. Host the videos on your channel, but don’t forget that you can also embed YouTube videos on your company website (as 61 of the top 100 brands, like Coca-Cola and Toyota).

Finally, engagement campaigns can really set your campaign apart by opening a dialogue with your audience that humanizes your brand. I always think about the "Mano a Mano in El Baño" campaign that pitted Fabio against “Old Spice Guy” Isaiah Mustafa in a series of funny video shorts where they engaged viewers directly and competed for the right to be Old Spice’s official spokesperson. Old Spice said the Fabio campaign hit high marks for views, comments, shares, and followers.

Use for: Mid-to-bottom funnel education, brand trust-building, and traffic-driving content that lives beyond the scroll.

Pinterest: The intent-driven visual search engine

The lifespan of social content formats varies wildly by platform. Pinterest pins tend to last longer than social content on any of the other major social media sites; high-quality pins can continue to garner repins and engagement for a year or more. Pinterest behaves more like a hybrid between a search engine and a vision board. 

Pinterest

Like Instagram, it’s a visual platform. Purchase intention is also much higher than in many other channels. Due to the longevity of the content, however, it’s less optimal for timely updates or short-term promotions. The platform skews female, which is something to consider in how you position your Pinterest strategy.

It’s particularly strong for: 

  • Evergreen content (checklists, how-to infographics, lifestyle tips)
  • E-commerce visuals and seasonal inspiration
  • Lead magnets like downloadable templates or planners

Use for: Bottom-funnel conversion, niche visual content, long-tail engagement.

Snapchat: The Gen Z engagement sandbox

Snapchat may not get as much industry buzz as TikTok or Instagram. However, it’s still a powerhouse for Gen Z engagement, especially regarding direct interaction, playful branding, and mobile-first storytelling.

If your target audience includes teens to early 20s, this platform gives you a direct line into how they communicate and consume content.

Snapchat’s “story” format (later adapted by Instagram and Facebook) is perfect for short how-to videos that divide steps naturally into a few brief snaps. You could also encourage 1:1 participation through games, interactive projects, or user-generated content.

Use Snapchat for: Product reveals with interactive filters, limited-time offers tailored to Gen Z, authentic brand storytelling through creator takeovers and day-in-the-life snippets, and early access or VIP campaigns that feel intentionally personal and unpolished.

What’s the purpose of your social media marketing content strategy?

Since you’re creating marketing content, the end goal for your business is already clear. You’re here to generate awareness, nurture leads, and (eventually) inspire conversion.

But what are you trying to do for your audience? Too often, brands focus only on what they want to say, not what users want to experience. However, the most impactful social media marketing content is purpose-driven. It earns attention by delivering real value: education, entertainment, answers, or inspiration.

Below, we summarize seven strategic purposes your social media marketing content should serve, each with clear content types, platform fits, and tactical recommendations.

1. Guide: Help your audience accomplish something

What it does: Provides step-by-step help or instruction

Why it matters: Builds trust, positions your brand as a resource

Best for: Top-to-mid funnel content, onboarding, nurturing

Content formats:

  • How-to blog posts and carousels
  • Short-form video tutorials (Reels, TikToks, YouTube Shorts)
  • Downloadable checklists and templates
  • Instagram Stories with swipe-up step guides

2. Answer: Solve real user questions

Customers and clients come to you armed with questions. It pays to have ready-made content with the answers. Use short Q&A blog posts or infographics to answer common questions relative to your topic. 

What it does: Provides direct answers to common questions or concerns

Why it matters: Builds trust, supports buying decisions

Best for: Mid-funnel engagement, customer support, brand transparency

Content formats:

  • FAQ videos or Story Highlights
  • Q&A carousels or “You asked, we answered” posts
  • Infographics summarizing policies, product features, or comparisons

3. Educate: Offer deeper insights and thought leadership

The common example would be the “why” article. These informative pieces tell the story of why something is the way it is, and tend to be full of research and information that branches out into background and nuances within the subject. Design this type of content around a topic in which your audience has a vested interest/curiosity.

What it does: Explains the “why” or provides in-depth context

Why it matters: Establishes expertise, ideal for B2B or complex products

Best for: Nurturing, thought leadership, SEO cross-promotion

Content formats:

  • LinkedIn long-form posts or articles
  • Branded YouTube explainers
  • Industry trend breakdowns (stat packs, infographics)
  • Twitter/X threads summarizing blog takeaways

4. Alert: Broadcast timely news or updates

An alert is a heads up. Let your social audience know about a branded/sponsored event or a time-bound opportunity. You’ll likely want to include a link to more info (on your website) and a place to sign up (perhaps a stellar landing page optimized for maximum conversions). It could also take the form of a company newsflash or press release with information your audience would want brought to their attention in a quick update.

What it does: Notifies your audience of something time-sensitive

Why it matters: Drives quick action, builds awareness of offers or events

Best for: Campaign launches, webinars, sales, product releases

Content formats:

  • Countdown timers on Stories
  • Announcement carousels or press-style posts
  • “New in” product showcases or feature reveal videos

5. Entertain: Make your audience feel something

Social media is an excellent medium for finding the sense of humor in your brand voice. Make your target audience laugh. Content could include fun connections between unlike things, self-aware humor, and an opportunistic (but harmless) joke about common experiences this time of year. Don’t belabor it with long content — humor is quick.

What it does: Sparks emotion, laughter, or joy

Why it matters: Drives virality, increases reach through shares

Best for: Awareness-stage content, brand-building

Content formats:

  • Branded memes and pop-culture reference
  • Behind-the-scenes footage or bloopers
  • Humorous skits or trend-driven short videos
  • Relatable “day in the life” reels

Share: Curate and amplify content from others

Not all content needs to be your own! In fact, much of it probably shouldn’t. It’s easier to fill a content calendar and stay active if you can supplement it with interesting or useful industry articles that aren’t promoting direct competitors. Outside thought leadership can build your audience by connecting your brand with one they’ve heard of and trust already.

What it does: Highlights voices beyond your brand

Why it matters: Builds credibility, expands reach, and eases content load

Best for: Community-building, third-party validation, and driving social media engagement.

Content formats:

  • Industry article shares with commentary
  •  Influencer spotlights or UGC reposts
  • Partnership cross-posts and co-branded content

Satisfy search intent: Bridge SEO + social visibility

A cornerstone of content marketing is SEO. Find the keywords your audience is searching for, and write the content that they’re trying to find. It should be easily linkable content, since backlinks can boost SERP rankings a ton.

As interest in (and traffic to) the content grows, so will its search position. SEO keyword tracking software can help you create content with text that’s optimal and visible for web crawlers (blogs, pillar pages, articles, listicles).

What it does: Surfaces keyword-driven content on social

Why it matters: Supports organic traffic growth and repurposing

Best for: SEO amplification, evergreen discoverability

Content formats:

  • Keyword-aligned blog snippets
  • Carousel summaries of pillar pages
  • TikTok/YouTube Shorts with search-optimized titles

Frequently asked questions on social media marketing content

Got more questions? Get the answers here!

Q1. What social content formats generate the most engagement?

Short-form videos (Reels, TikToks, YouTube Shorts), interactive polls, carousels, and memes drive the highest social media engagement. These social content formats are quick to consume, shareable, and align with platform algorithms prioritizing interaction.

Q2. How often should your brand post on each social platform?

There’s no universal rule, but consistency matters more than volume. For example, 3–5 posts per week on Instagram, 1–2 LinkedIn updates weekly for B2B social content, and daily tweets or threads on Twitter/X can maintain visibility without overwhelming your audience.

Q3. What’s the difference between content for B2B vs B2C social audiences?

B2B social content often focuses on thought leadership, case studies, and long-form formats that build trust and authority. B2C, on the other hand, thrives on emotional storytelling, user-generated content, and fast-moving trends that encourage quick shares.

Q4. How do you measure success in social media content?

Success depends on your SMM content strategy. Common metrics include engagement rate (likes, shares, comments), reach, conversions, and leads generated. Aligning KPIs with your goals—awareness, consideration, or sales—is key to proving ROI.

Q5. When should you use gated content vs free posts?

Use free posts (like infographics, memes, or short tips) to maximize reach and awareness. Save gated content (like eBooks, whitepapers, and webinars) for when you want to capture leads in the consideration or decision stage of your funnel.

Q6. What type of content is best for social media marketing?

Short-form videos, carousels, memes, and user-generated posts are the most effective social media marketing content for driving engagement.

Q7. How to encourage user-generated content?

Run hashtag campaigns, create share-worthy challenges, or highlight customer stories to inspire participation. Reposting UGC not only reduces your content workload but also builds authenticity and strengthens social media engagement.

Q8. What makes content “emotional” or “interactive”?

Emotional content sparks feelings—whether humor, inspiration, or relatability—while interactive content invites action through polls, quizzes, or challenges. Both play an essential role in boosting social media marketing content performance across platforms.

Mix social media marketing content for the best results

When it comes down to it, mixing your content is the best way to reach a broad audience. You’ll want content that fits up and down the funnel, appeals to each of your marketing personas, and is optimized for a variety of social platforms. But don’t mix and match at random; purposeful choices should reflect your brand and audience.

For example, B2B is more likely to get leverage from case studies, eBooks, and whitepapers, but B2C thrives on interactive content, videos, humor, and short-form content that’s driven by an emotional CTA.

There will be differences even within your individual market. If you’re a SaaS, how-to webinars and demos will be in demand, whereas a hiking accessories company may get more mileage from user-generated images and inspirational testimonials.

Follow the data and keep an eye on what’s trending on competitor social accounts. These channels are always changing. The best type of social media marketing content for your brand may turn out to be the next one, so keep testing and refining your SMM content strategy.

Check out a comprehensive social media marketing guide packed with expert strategies and resources to level up your content game.

This article was originally published in 2020. It has been updated with new information.


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