Tips for Creating Shareable Social Media Content

Social media remains the top ROI-generating marketing channel in 2024. Our State of Marketing & Trends Report shows that 43% of marketers leverage it. This post serves as your guide to the different types of social media content, what works best, and how it can empower your business, whether you’re looking to refresh your strategy or are new to the game.

Explore the top trends in social media for brands to understand and optimize their social strategy, including:

AI Content Creation
Community Building
Social Media Shopping
Social Vs. Search Engine

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Learn more about these trends and access downloadable resources.

Understanding what resonates with your audience is key to creating shareable content. Here are some content formats proven to grab attention and inspire shares:

1. Video (Short-form, Specifically)

Short-form videos reign supreme in social media! Platforms like TikTok and Instagram Reels offer a dynamic platform to showcase your brand in a fun, engaging way. Think behind-the-scenes glimpses, product demonstrations, or humorous skits tailored to your target audience.

Marketers Investment:
- 67% plan to increase investment in short-form videos.
- 31% will maintain their current investment.
- 33% plan to invest more in short-form videos than any other content form.
Examples: TikTok videos, Instagram Reels, and YouTube shorts.
Live Video: Don’t forget live video! They gained popularity during the pandemic and enable remote participation in events. Platforms like Twitch let people interact with creators in real-time. This format boasts the second-highest ROI.
Long-form Videos: While popular, long-form videos have a lower ROI. They’re expensive to produce, and audiences often lack the attention span to finish them. However, you can repurpose long videos into multiple shorts to maximize your resources.

2. Audio Chat and Live Rooms

The Clubhouse craze may have faded, but audio chats and live rooms are here to stay. Many platforms have native audio features, like Twitter Spaces, LinkedIn Live, and Facebook Live Audio.

Benefits:
- Enables direct communication with audiences, fostering closer relationships.
- Valuable tool for connecting with customers who value brand connections.
Marketers Investment: 91% plan to continue or increase their investment in audio chat and live rooms after seeing positive ROI.
Popularity: Trendy among Gen Z, the biggest social media demographic. A Spotify study found that 80% of Gen Z enjoy audio content for self-expression.

3. Content That Represents Brand Values

Nearly half of marketers incorporate content reflecting brand values into their social media strategy. This content highlights what your company stands for, such as sustainability or social justice initiatives.

Why it Matters: Consumers care more than ever about the values brands represent. They want to know what causes businesses support and how they contribute to a better world.
Example: Patagonia is a brand known for its commitment to social responsibility.
Marketers & ROI: 48% of marketers already use this type of content. It has the 5th highest ROI of any social media trend.

4. User-generated Content (UGC)

UGC is content your audience creates featuring your brand that isn’t paid for by your business. Examples include someone sharing a TikTok about how much they like your product or posting a picture wearing your clothing and tagging your business.

Benefits:
- Showcases real people using and enjoying your products, building trust and authenticity.
- Customers trust reviews from friends and family more than branded ads.
- Nearly 80% of people say UGC highly impacts their purchase decisions.
Top Platforms for UGC: YouTube (26%), Instagram (24%), and Facebook (21%).

5. Funny, Trendy, and Relatable Content

Social media marketers understand the value of viral posts. By hopping on viral memes, relating them to your business, and using trending hashtags or sounds, you can increase your chances of going viral.

What it Takes: High awareness of online trends, cultural moments, and current events.
Marketers & ROI:
- Over 40% of marketers already share funny, trendy, and relatable content.

6. Shoppable Content

Shoppable social media content allows consumers to browse products directly within the app, discover new items, and even make purchases without leaving the platform.

Example: An Instagram storefront for Ink Meets Paper allows users to browse products and make purchases directly within the app.
Why it Matters: Social shopping is on the rise. Social media is the most popular way for Gen Z, Millennials, and Gen X to discover new products, with over 1 in 5 having made in-app purchases in the past three months.
Marketers Investment: 87% of marketers plan to maintain or increase their investment in social selling enablement tools in 2024.
Top Platforms for Shoppable Content: Instagram (26%) and Facebook (26%).

7. Educational Content

Educational content offers valuable information that helps audiences reach their goals. It can come in various formats, including infographics, videos, text-based posts, and images.

Example: HubSpot uses YouTube videos to educate viewers on marketing concepts.
Benefits: Positions you as a thought leader and builds trust with your audience.

8. Ephemeral/Disappearing Content

Ephemeral/disappearing content, like Instagram Stories that vanish after 24 hours, leverages the power of FOMO (fear of missing out).

Why it Works: Users have a limited time to engage, making them more likely to keep track of your profiles and return for updates.
Marketers Investment: 47% of brands plan to increase their investment in “limited-time” content.
Examples: Use quizzes and polls in your Stories to generate excitement and encourage viewers to return for results. Popular examples include LEGO, Harvard Business Review, and Outback Steakhouse.

9. Other Types of Content You’re Familiar With

Images: 47% of marketers leverage images, which work well across all platforms. However, strive for a balance between high production value and authenticity (54% of marketers believe this is important).
Text-based Content: From Twitter threads to thought leadership posts on LinkedIn, text-based content is prevalent. The primary goal is to share insights through words, often paired with eye-catching visuals.
Blogs: Popular for sharing longer-form content, blogs offer valuable information. However, avoid directly sharing blog links on social media. Instead, adapt existing blog posts into bite-sized takeaways suitable for social media users’ habits.
Infographics: Combining visual appeal with data and information, infographics are impactful for social media and educational content. 51% of marketers who regularly use infographics report high ROI.

Repurposing Content is a Winning Strategy

Social media marketers typically use an average of three platforms, each with its own best practices. To avoid creating unique content for every platform, repurpose existing content to fit the tone and requirements of each one. The key is to adapt content, not simply reshare the same message across platforms. Currently, 47% of marketers share similar content across platforms with tweaks for better platform relevance.

To stay updated on the latest social media trends, check out the video linked here about creating a winning social media strategy.