The Most Efficient Kinds of Content material on Social Media in 2024 [New Data]

It’s 2024, and the highest-ROI advertising and marketing channel remains to be good ol’ social media. 

Our State of Advertising and marketing & Traits Report reveals that 43% of entrepreneurs use it as a advertising and marketing channel. I ponder why that quantity isn’t even increased.

Nowadays, sharing content material on social media is a no brainer for manufacturers. Whether or not you’re on the lookout for a technique refresh or making an attempt out the channel for the primary time, this put up is your information to the several types of social media content material, what works finest, and the way it can empower your online business.


Totally different Kinds of Social Media Content material

1. Video (Quick-form, Particularly)

Social media entrepreneurs are nonetheless inserting their guess on short-form movies in 2024, some even upping the ante: 

  • 67% plan to extend their funding in short-form movies
  • 31% will preserve their present funding 
  • 33% plan to take a position extra in short-form movies than some other content material type

It’s not stunning, contemplating brief movies yield the very best ROI for social media advertising and marketing, based on HubSpot’s 2024 Social Media Traits Report.  

Some widespread examples of short-form movies are TikTok movies, Instagram Reels, and YouTube shorts. This TikTok under is from Candeeze, a small husband-and-wife model that sells freeze-dried sweet on-line. It racked up 1.8 million views by exhibiting the behind-the-scenes of their enterprise operation. 

Don’t neglect reside video — they gained steam throughout the pandemic permitting distant participation in occasions. Twitch and different widespread live-streaming platforms let folks work together with their favourite creators in actual time. This format has the second highest ROI of all social media content material varieties, based on 57% of entrepreneurs.

Lengthy-form movies are additionally widespread, regardless of having decrease ROI than short-form. They’re extra expensive to supply; customers count on excessive manufacturing high quality from them whereas missing the eye span to complete them. 

But when lengthy movies are your jam, don’t fear — for every long-form video you produce, you may repurpose it into a number of shorts, maximizing the worth of your sources. 

2. Audio Chat and Dwell Rooms

Keep in mind when Clubhouse was all everybody might speak about? That frenzy has handed, however audio chats and reside rooms are right here to remain. Many platforms have native audio options, like Twitter Areas, LinkedIn Dwell, and Fb Dwell Audio. 

Audio chat rooms let manufacturers straight talk with audiences and develop nearer relationships than seeing a billboard or watching a YouTube video. And, throughout a time when clients worth connections with manufacturers greater than ever, audio chat rooms are a precious device.

After seeing passable ROI, 91% of social media entrepreneurs plan to proceed or improve their funding in audio chat and reside rooms. 

Audio chat rooms are additionally fashionable amongst Gen Z, the most important social media demographic. A Spotify examine discovered that 80% of Gen Z take pleasure in audio content material as a result of it permits them to precise their individuality and discover totally different sides of their personalities. 

3. Content material That Represents Model Values

Nearly half of entrepreneurs say that content material reflecting model values is a part of their current social media technique. 

Any such content material is something that highlights what your organization stands for, reminiscent of commitments to sustainable manufacturing practices, truthful remedy of workers, social justice, and extra. 

Customers care greater than ever about what the manufacturers they purchase from stand for and the values they’ve. They need to know the causes that companies help and the commitments made to bettering the world.

In case you want an instance of doing model worth content material proper, look no additional than Patagonia. 

It’s not nearly loyalty: Entrepreneurs additionally say that it has the fifth greatest ROI of any pattern. 48% of entrepreneurs are already posting such a social media content material.

4. Person-generated Content material

Person-generated content material (UGC) is content material your viewers creates that options your online business/model that isn’t paid for by your online business. For instance, somebody shares a non-sponsored TikTok about how a lot they like your product or posts an image sporting your clothes and tags your online business.

Any such content material is nice to share on social media as a result of it helps your audiences see that individuals use and like your merchandise, vouching for you in a real-life manner. Why toot your personal horn if you will get another person to do it, proper? 

UGC pays off, as clients belief critiques from family and friends greater than they belief branded adverts, and almost 80% of individuals say UGC extremely impacts their buy selections, significantly extra so than branded content material and influencer content material.

If you do use UGC, the platforms it performs finest on are YouTube (26%), Instagram (24%), and Fb (21%). 

5. Humorous, Stylish, and Relatable Content material

Social media entrepreneurs know the worth of a viral put up too effectively. They’re onerous to return by, however you may improve your probability by hopping on viral memes, relating them to your online business, and utilizing trending hashtags or sounds. 

Any such buzzy content material requires a excessive degree of consciousness of what’s taking place on-line, cultural moments, and present occasions. 

Over 40% of entrepreneurs already share humorous, fashionable, and relatable content material on social media, and 59% say they may double down on humorous content material in 2024, it being the best of the three. Customers find it irresistible, too – they’re starved for high quality humor from manufacturers

Our very personal social media group is savvy at this sort of content material, like this humorous and relatable tweet. 

6. Shoppable Content material

Shoppable social media content material permits customers to flick thru merchandise in your accounts, uncover issues they like, and even make a purchase order with out leaving the app.

The picture under is an Instagram storefront for Ink Meets Paper, the place somebody can browse its merchandise, discover what pursuits them, and make a purchase order.

facebook shops-1

Picture Supply

It is a precious content material kind as social purchasing is at the moment on the rise, and customers are discovering new merchandise and shopping for merchandise on social media apps greater than ever earlier than.

In actual fact, social media is the preferred manner for Gen Z, Millennials, and Gen X to find new merchandise — over 1 in 5 have made an in-app buy prior to now three months. No surprise 87% of entrepreneurs plan to keep up or improve their funding in social promoting enablement instruments in 2024. 

The simplest platforms for promoting in-app are Instagram (26%) and Fb (26%). 

7. Academic Content material

Academic content material shares useful info with audiences that helps them attain their targets and meet their wants. It could actually are available infographics, movies, text-based posts, pictures — any of the content material varieties we mentioned on this put up.

HubSpot usually shares academic content material by way of YouTube movies, the place viewers can be taught extra about ideas of curiosity. The video under is a latest one which educates viewers on making a model type information.

8. Ephemeral/Disappearing Content material

Ephemeral/disappearing content material is content material that solely stays up for a sure period of time, like Instagram Tales that disappear after 24 hours.  

Leveraging folks’s FOMO is likely one of the oldest tips within the advertising and marketing playbook. The sensation will get much more amplified in social media, which is why 47% of manufacturers plan to extend their funding in this sort of “limited-time” content material. 

Customers solely have a set interval to interact with it, in order that they is likely to be extra keen to maintain monitor of your profiles and preserve returning to expertise. 

Creating quizzes and polls in your Tales is a good way to leverage such a content material. Folks solely have a sure period of time to reply, producing pleasure and quick motion and galvanizing respondents to return again and see outcomes.

Try examples from LEGO, Harvard Enterprise Evaluate, and Outback Steakhouse, and see how they’re crushing it on the Instagram Tales sport. 

9. Different Kinds of Content material You’re Acquainted With


Our latest survey discovered that 47% of entrepreneurs leverage pictures as a media format, which works effectively on all social media platforms.

Really, 54% of entrepreneurs assume that social media content material that’s polished and has excessive manufacturing worth (e.g. excessive decision pictures/movies) is much more necessary than the content material being genuine and relatable. However attempt to purpose for each! 

Textual content-based

We see text-based content material on social media on a regular basis, from Twitter(X) threads to thought management posts on LinkedIn. The first objective is to share perception by way of phrases — you may pair it with an attention-grabbing picture, however the level of the put up is within the textual content.

Blogs are widespread text-based content material the place folks learn longer posts and uncover useful info. However a typical mistake is sharing weblog hyperlinks straight on social media. Social platform algorithms don’t favor linking out (they need you to remain!), so that you higher adapt an current weblog put up into snackable takeaways that’s extra appropriate for social customers’ habits. 


Infographics are a content material kind with the share-ability and visible attraction of images however are crammed with useful knowledge and knowledge. It’s an impactful type of social media content material and academic content material.

The picture under is a put up from HubSpot’s Instagram account that’s an infographic that informs viewers about the best traits of a gross sales chief.


Picture Supply

Infographics are efficient, too, with 51% of entrepreneurs that often use them saying it yields excessive ROI.

Repurposing Content material Is Nonetheless A Priceless Technique

Social media entrepreneurs say they use a mean of three platforms in 2024, every with its finest practices and norms to comply with. 

It may be difficult to create particular person items of content material for each single platform, so many entrepreneurs share related content material throughout platforms however repurpose it to suit the tone and necessities of every one.

The important thing to success, nevertheless, is repurposing content material, not resharing. Folks don’t look fondly at manufacturers that share the very same factor on every platform. 47% of entrepreneurs already share related content material throughout platforms with tweaks to make it extra related to the platform’s calls for.

It’s a brand new period for social media. To maintain up, I like to recommend you take a look at this video about making a social media technique this 12 months and past. 

Need Extra Social Media Insights?

Be taught extra concerning the State of Social media with extra of this knowledge, movies, and unique business tips about our State of Social Media Hub— which can include a free downloadable useful resource.


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