If you want to grow on social media, understanding what kind of content performs best is essential. Whether you’re a creator, brand, or small business, the content you share can make or break your engagement, reach, and follower growth.
In this article, we’ll break down the types of content that tend to perform best across platforms like Instagram, TikTok, Facebook, X (formerly Twitter), and YouTube — along with tips to help you create content your audience actually wants to see.
Why content type matters
Different platforms favour different formats — and what works on one platform may flop on another. But across the board, successful content tends to be:
- Visually engaging
- Relatable or educational
- Short-form and easy to consume
- Optimised for mobile
- Authentic and value-driven
Understanding content trends can help you post more strategically and get better results with less guesswork.
1. Short-form video (Reels, TikToks, YouTube Shorts)
Short-form video is dominating social media in 2025. Platforms are prioritising video content in their algorithms, especially short clips that hook viewers within the first few seconds.
Why it works:
- Quick, engaging, and easy to share
- Perfect for storytelling, tutorials, or entertainment
- Boosts reach and discoverability, especially with trending sounds
Best for:
- TikTok
- Instagram Reels
- YouTube Shorts
- Facebook Reels
Tip:
Use hooks in the first 1–3 seconds, keep videos under 30 seconds when possible, and include captions or on-screen text.
2. Educational or how-to content
People love to learn on social media — especially in short, digestible formats. Whether it’s a quick tip, a tutorial, or a breakdown of a complex idea, educational content positions you as an authority.
Why it works:
- Provides value
- Encourages saves and shares
- Builds trust and credibility
Best for:
- Instagram carousels
- TikTok explainers
- YouTube videos
- LinkedIn posts
Tip:
Use clear visuals and simple language. Focus on one key takeaway per post.
3. Relatable and entertaining posts
Funny, relatable, or emotionally engaging content spreads fast. This includes memes, trending audio, and personal storytelling.
Why it works:
- Triggers emotion (laughter, nostalgia, empathy)
- Encourages comments, shares, and likes
- Helps build connection with your audience
Best for:
- TikTok
- X (Twitter)
Tip:
Use current trends or cultural references. Keep it authentic to your brand or personality.
4. Behind-the-scenes content
Audiences love to see the process behind your product, brand, or content. It creates transparency and strengthens connection.
Why it works:
- Builds trust and loyalty
- Humanises your brand
- Feels authentic and less “salesy”
Best for:
- Instagram Stories and Reels
- TikTok
- YouTube
- LinkedIn (for business owners)
Tip:
Document your process — don’t overthink it. Use storytelling and light editing to keep it engaging.
5. User-generated content (UGC)
UGC is content created by your audience or customers. Reposting it builds social proof and community.
Why it works:
- Shows real people using your product or service
- Encourages engagement
- Saves you time on content creation
Best for:
- Instagram and Facebook
- TikTok
- YouTube Shorts
Tip:
Always credit creators and encourage your audience to tag you or use a branded hashtag.
6. Carousels and infographics
Especially on Instagram and LinkedIn, multi-slide posts and visuals that simplify information perform well.
Why it works:
- High save rate
- Encourages swiping = longer time on post
- Great for educational content or storytelling
Best for:
Tip:
Use bold headlines and clean design. Focus on solving a problem or answering a question.
So, what kind of content performs best on social media? In short:
- Short-form video for reach
- Educational content for value
- Relatable posts for engagement
- Behind-the-scenes content for trust
- UGC for community
- Carousels and infographics for saves and shares
The best-performing content is tailored to your audience’s needs and platform trends — but it always delivers value, sparks emotion, or starts a conversation.
