It’s a dilemma that drives you nuts. Why some brands cast a spell over their following on social media, with thousands of likes and consistent engagement. And you just can’t figure it out. Well, the answer could be as simple as picking up on the most effective social media strategies, type of content and how you deploy it.
Luckily, you’re in the right place to learn.
We ‘busy bees’ at beefound have more than enough experience to point you in the right direction, and we’re poised and ready to assist you in pollinating your social media presence.
Over the years we’ve worked with a variety of small businesses across Yorkshire, each in different industries, meaning that we’ve honed our expertise in identifying the types of content that resonate most with diverse audiences.
From attention-grabbing visuals to captivating storytelling, we’ve seen what works and what falls flat. So, if you’re ready to unlock the secrets behind creating social media content that not only grabs attention but also converts followers into loyal customers, then let’s dive in together.
Jump to
- What type of social media content converts best in 2024?
- Why you shouldn’t sleep on these social media content types
- Matching social media content type and platform
- A rundown of the most popular social media sites
- How to create a value-packed social media strategy
- Parting words
What type of social media content converts best in 2024?
First off, it’s worth knowing what type of social media content converts best in 2024, because some things have definitively changed. In fact, that’s part and parcel of the global social media landscape. Things change every single year.
Whether a new platform popping up, APIs coming and going, trends fluctuating, audiences shifting and things going out of business or style, it’s crucial we reflect these changes in our strategy. And this goes for social media marketing for a client or your own small business. So, without further ado, let’s crunch the numbers.
*Note: Our data is taken from HubSpot’s 2024 Global Social Media Trends Report.
1) Short form video
In today’s fast-paced digital world, attention spans are fleeting, and capturing your audience’s interest in mere seconds is paramount. Short-form videos, epitomised by platforms like TikTok, YouTube Shorts and Instagram Reels, offer the perfect canvas for concise yet impactful storytelling.
Whether it’s showcasing your product in action, sharing behind-the-scenes glimpses of your brand, or delivering quick tips and tutorials, short-form videos captivate audiences with their bite-sized content and immersive visuals, making them an indispensable tool for engaging and connecting with your audience on a deeper level.
In fact, according to HubSpot, 67% of marketers are planning to increase their social media investment into this type of content. Feeling the FOMO yet? Then get planning some short, snappy videos!
2) Live video
The allure of live video lies in its raw authenticity and real-time engagement. Platforms like Facebook, Instagram, and YouTube (even TikTok!) empower brands to connect with their audience in a dynamic and interactive way on livestreams.
Whether hosting Q&A sessions, product launches, or exclusive behind-the-scenes events, live videos break down barriers between brands and their followers, fostering genuine connections and fostering a sense of community. With the ability to receive instant feedback and reactions, live video transforms passive viewers into active participants, driving engagement and building trust with your audience like never before.
3) Images
A picture is worth a thousand words, and in the realm of social media, compelling imagery reigns supreme. From stunning visuals that stop users mid-scroll to eye-catching graphics that convey your brand’s message at a glance, images have the power to evoke emotion, spark curiosity, and leave a lasting impression on your audience.
Whether it’s showcasing your latest product lineup, sharing top tips, or crafting visually striking guides, investing in high-quality imagery is essential for capturing attention and creating thumb-stopping content that resonates with your audience.
4) Value-driven content
As consumers embrace a new mindset centred around responsible and mindful consumption, brands must adapt to meet their evolving expectations. Today, 82% of shoppers demand that brands reflect their own values. This shift underscores the importance of value-driven content; a social media content type that goes beyond promotional messages and sales pitches and seeks to resonate with consumers on a deeper level.
Get this right from the get-go and you’ll have strong foundations and a compelling narrative that speaks directly to your audience’s values and aspirations.
5) User generated content (UGC)
Harnessing the power of user-generated content empowers brands to amplify their reach and authenticity by leveraging the creativity and advocacy of their own customers. From customer testimonials and product reviews to user-submitted photos and videos, UGC puts your audience front and centre, showcasing real-life experiences and interactions with your brand.
By encouraging and incentivising user-generated content, brands can foster a sense of community, build trust, and cultivate brand loyalty while tapping into a continuous stream of authentic content that resonates with their audience on a deeply personal level.
6) Viral / meme content
In the age of internet culture, memes and viral content have become the currency of social media engagement. With their witty humour, relatable references, and shareable nature, memes have the power to transcend language barriers and resonate with audiences across the globe.
By tapping into trending topics, pop culture references, and current events, brands can inject personality into their social media presence, sparking conversations, and forging connections with their audience in a light-hearted and entertaining way. Just make sure you don’t join the bandwagon too late – we saw this with the ‘barbenheimer’ trend and Spotify wrapped – otherwise, it might backfire. And no one wants their brand stranded in cringe-worthy territory.
While memes offer a powerful tool for connecting with audiences through humour and cultural relevance, it’s crucial to strike the right balance between timeliness and authenticity. Rather than chasing every fleeting meme, focus on identifying trends that align with your values and, crucially, resonate with your target audience.
7) Shoppable content
As the lines between social media and e-commerce continue to blur, shoppable content has emerged as a game-changer for brands looking to capitalize on impulse purchases and streamline the path to purchase. From interactive posts, in-feed product tags, or dedicated shopping tabs, shoppable content seamlessly integrates product discovery with the social media experience, allowing users to browse, shop, and checkout without ever leaving the platform.
8) Long form video
While short-form videos dominate the social media landscape, long-form video content offers brands a unique opportunity to delve deeper into storytelling, share in-depth tutorials, and connect with their audience on a more meaningful level.
Documentary-style brand storytelling, in-depth product reviews and educational webinars all allow brands to engage viewers for extended periods, establish authority in their niche, and provide value-driven content that keeps audiences coming back for more. Here brands can differentiate themselves from competitors, build trust with their audience, and foster a loyal community of engaged followers who are hungry for valuable insights and immersive storytelling experiences.
9) Audio
In the era of on-the-go consumption, audio content has experienced a renaissance, with podcasts, audiobooks, and voice-activated devices becoming increasingly popular among consumers. Whether it’s hosting a branded podcast, sharing audio snippets on social media, or creating voice-activated experiences, audio content offers brands a unique opportunity to connect with their audience in a more intimate and immersive way.
10) Text based content
Text-based content remains a cornerstone of effective communication on social media despite the popularity of visual content. After all, X (formerly Twitter) isn’t going anywhere. What’s crucial to remember here is that while visuals may capture attention, it’s the carefully crafted words that truly resonate with audiences and drive engagement. And in a world where attention spans are fleeting and our character limits restricted, every single word matters.
11) Infographics
Infographics offer a visually compelling way to distil complex ideas, data, and statistics into easily digestible and shareable content. Whether it’s illustrating industry trends, breaking down complex concepts, or showcasing product features and benefits, infographics grab attention, spark curiosity, and convey information in a format that resonates with audiences across social media platforms. Plus, you can reshare them on your blog, so two birds one stone. Sounds pretty cool, right?
12) Thought leadership / educational
Establishing thought leadership and providing educational content are powerful ways for brands to position themselves as trusted authorities in their industry, attract a relevant audience, and drive engagement on social media.
Encompassing the sharing of industry insights, expert advice, valuable resources and tutorials, thought leadership and educational content is empowering, insightful and intriguing by nature – perfect for B2B brands ready to establish themselves within their fields.
Why you shouldn’t sleep on these social media content types
In today’s bustling marketplace, social media has gone from a nice-to-have to an absolute essential. We’re living in a social-first, video-forward economy, where more than a fair share of users are ‘chronically online’. (We’ll be the first ones to admit that our screen time reports are looking higher than they ever used to!)
Not so long ago, a customer’s journey of finding new insights into a topic or discovering a new product always began with a Google search. But nowadays, more often than ever, folks are heading straight to popular social media apps for the same info. They want to see their favourite creators and personable brands offering them advice, inspiration and meaningful recommendations.
As of 2024, there are an estimated 5.17 billion total social media users worldwide. If you want to promote your business locally, you’ll have to appeal to your niche audience within this figure. And while finding your audience in amongst the noise can be challenging, getting your content and content types right will help them find you.
From engaging videos to insightful graphics and thought-provoking discourses, each piece of content is an opportunity to connect with your audience on a deeper level, moving them along your marketing pipeline. Followers become one-time customers; one-time customers become repeat business.
Matchmaking your social media content with the right platforms
Another crucial thing to remember is that certain audiences take to different social media platforms. In other words, if you’re a B2B company with a 30-50-year-old core audience, you’re going to struggle with marketing yourself on a younger demographic platform like Snapchat.
But if your audience consists of younger, visually oriented consumers, platforms like Instagram or TikTok might be better suited for showcasing your products or services in a creative and engaging way. These latter audiences, however, might not take well to LinkedIn, which is traditionally a B2B marketing channel more suitable for sharing industry insights and networking opportunities.
Equally important is leveraging platforms that allow you to optimise your profile and content for search engines. Platforms like Facebook not only provide a space for engaging with your audience but also serve as a valuable asset for improving your online visibility through search engine optimisation (SEO). Because social media and SEO work so well together, you can practically double your chances of being discovered by potential customers.
A rundown of the most popular (and effective) social media sites
In the section below, we’re going to break down the key stats for the major social media players, giving you valuable insights into where your target audience is spending their time online and how you can best position your brand for success. It should feel like digital speed dating – quick, informative, and ultimately, leading to meaningful connections. Let’s dive in!
With a staggering 3.065 billion monthly active users, Facebook is the ultimate hub for connecting with friends, family, and brands. Its diverse user base spans all demographics, making it a prime platform for both B2B and B2C brands to engage with their audience and drive business growth.
- Monthly active users– 3.5 billion
- Demographics – primarily 25-34 years, 56% male and 43% female
- B2B brands use – 55%
- B2C brand use – 65%
Instagram boasts a vast user base and serves as a visual playground for sharing photos and videos. With a predominantly younger demographic, it’s the go-to platform for B2C brands looking to showcase their products and connect with consumers through visually engaging content.
- Monthly active users – 2 billion
- Demographics – primarily 18-24 year-olds and 25-34 year-olds, negligible gender split
- B2B brands use – 50%
- B2C brand use – 53%
YouTube
As the world’s largest video-sharing platform, YouTube attracts billions of users each month. From tutorials and reviews to vlogs and entertainment, it offers endless opportunities for B2C brands to reach and engage with their target audience through captivating video content.
- Monthly active users – 2.49 billion
- Demographics – primarily aged 25-34, 54.5% skew towards men
- B2B brands use – 48%
- B2C brand use – 61%
LinkedIn is the premier professional networking platform, attracting professionals and businesses alike. With its focus on career development, industry insights, and networking opportunities, it’s an essential platform for B2B brands looking to establish thought leadership and connect with decision-makers in their industry.
- Monthly active users – 310 million
- Demographics – 47% are millennials and 60% aged 25-34, slight skew towards male
- B2B brands use – 38%
- B2C brand use – 31%
X (formerly Twitter)
Despite a decline in active users, X (formerly Twitter) remains the go-to platform for real-time news, updates, and conversations. With its fast-paced nature and character limit, it’s ideal for B2B brands looking to share industry insights, engage with influencers, and join timely conversations relevant to their niche.
- Monthly active users – 550 million
- Demographics – primarily aged 25–34, 61% male, 39% female
- B2B brands use – 30%
- B2C brand use – 31%
TikTok
While there’s a harmful political movement out there with its sights set on banning TikTok, nevertheless is it a valuable platform for cultivating meaningful connections with your audience – and especially if they belong to Gen Z.
- Monthly active users – 1 billion
- Demographics – primarily aged 18-24, 60% female, 40% male
- B2B brands use – 23%
- B2C brand use – 39%
Pinterest is a visual discovery platform where users explore and save ideas for inspiration. With its predominantly female user base and focus on lifestyle, fashion, and home decor, it’s an ideal platform for B2C brands looking to showcase products and drive traffic to their website through visually appealing content.
- Monthly active users – 498 million
- Demographics – popular with all age groups in the UK, 76% female, 17% male
- B2B brands use – 19%
- B2C brand use – 16%
Perhaps not the first social media platform that comes to mind? But this forum-adjacent news aggregation site is one of the most popular digital spots for consumers to congregate as communities and look for authentic recommendations, advice and hot takes.
While cold marketing won’t work well here (see more on their “Reddiquette” page), it’s a good place to set up a dedicated community who want updates directly from your brand.
- Monthly active users – 1 billion
- Demographics – 64% aged 18-29, 74% men, 25.8% women
- B2B brands use – 10%
- B2C brand use – 12%
How to create a value-packed social media strategy in 6 steps
There are so many ways to build an authentic social media presence for your business that if we listed them all we’d be here all day. So here are just 6 that will get you a long way. Once you’ve gone through all these, you can begin to dabble with our other social media tips scattered across our digital marketing blog.
1) Research your audience
Understanding your audience is the pillar of any effective social media strategy. Dive deep into demographics, interests, and behaviours to uncover valuable insights that inform your content and messaging.
2) Optimise your profiles
Your social media profiles are often the first point of contact with potential customers. Optimise your profiles on platforms like your Facebook Business Page and LinkedIn using SEO best practices for each platform to ensure they reflect your brand identity and appear in search results.
3) Diversifying your content mix
Variety is the spice of life—and social media. Experiment with different content types, from videos and images to articles and infographics, to keep your audience engaged and entertained. It’s also an easy ticket towards an aesthetic feed.
4) Posting at optimal times / frequency
Timing is everything on social media. Determine the optimal times to reach your audience using the available analytics and establish a consistent posting schedule to maintain visibility and engagement.
5) Turbocharge your social efforts with ads
Some of the best pay per click (PPC) platforms are on social media. Paid advertising on social media can amplify your reach and drive targeted traffic to your website or landing pages. We suggest exploring platforms like Facebook Ads and LinkedIn Ads to harness this power.
6) Taking weight off your shoulders
Managing social media can be overwhelming, but it doesn’t have to be. There are many ways to take the weight off your shoulders from savvy strategy to time-saving digital tools.
Easing the load with content pillars
Content pillars serve as the foundation of your social media strategy, guiding the creation and distribution of content that aligns with your brand’s values, goals, and audience interests. By defining key themes or topics that resonate with your target audience, you can create a framework for organising and categorising your content across different channels. And this saves so. much. time.
Recycling content
Being a content creator can sometimes feel like you’re a hamster wheel, forever running but stuck with the same old views. That’s where content recycling comes in.
Rather than constantly churning out new material, recycling content involves repurposing and re-sharing existing content to extend its lifespan and maximise its impact. From evergreen blog posts and infographics to user-generated content and testimonials, there’s a wealth of content waiting to be repurposed for different platforms and audiences.
By revisiting and refreshing your existing content library, you can breathe new life into older assets, reach new audiences, and maintain a consistent presence on social media without burning out your creative resources. You’ll be surprised at how a simple change can make all the difference.
Optimising your process with scheduling tools
Managing multiple social media accounts can quickly become overwhelming without the right tools and resources. That’s where scheduling tools like Buffer and Hootsuite come in handy.
These platforms allow you to plan and schedule your social media posts in advance, ensuring a consistent presence across all your channels without the need for manual posting. With features like content calendars, post scheduling, and analytics tracking, scheduling tools streamline your social media workflow, saving you immeasurable time and effort.
Supporting idea generation with AI technology
We’ve discussed the use of Chat GPT and other AI tools for kickstarting keyword research, but you can do the exact same thing with social media captions and content ideas. Tools like Chat GPT can assist with keyword research and content ideation, freeing up time for more strategic tasks.
Outsourcing the bulk to a social media expert
If managing social media feels like too much to handle, consider outsourcing the bulk of the work to a social media expert. With their expertise and experience, they can help you develop and execute a tailored social media strategy that drives results for your business, and – best of all – for a reasonable cost.
‘Bee’ smart, ‘bee’ social
Now you’re well aware that with social media the type of content can make or break your strategy, you can build far more comprehensive, and let’s face it, more interesting campaigns. By leveraging the right platforms and crafting content that resonates with your audience, you’re not just creating campaigns – you’re creating connections.
So go ahead, unleash your creativity, engage your audience, and watch your social media presence soar. The social media ‘hive’ is buzzing with excitement, and it’s time for you to join in!
