“Engagement isn’t a metric — it’s a handshake.”
When brands work with a social marketing agency, they’re not just chasing likes or comments. They’re building relationships, sparking conversations and creating meaningful connections. In 2025, smart brands know that the types of content they publish on social media and advertising channels determine whether they’re seen and remembered. Below are 8 content types that work best for social media engagement in 2025, each aligned with data-driven insight and real-world application. If you’re assessing or working with a social media and advertising partner, these are the kinds of formats you should expect them to recommend, not just once, but continuously.
Why content format matters more than ever
The social media landscape is shifting fast. Platforms like TikTok, Instagram Reels and YouTube Shorts dominate younger users’ feeds; study after study shows short-form videos generating the highest engagement rates. For example, one report found that 21% of social media marketers said short-form video content delivered the highest ROI.
At the same time, user behaviour is trending toward authenticity, participation and community-driven content, rather than just polished brand broadcasts.
Given this environment, a forward-thinking social marketing agency doesn’t just post. They strategise formats, test them rapidly, adapt to platform signals, align ad budget and ensure each piece contributes to a broader performance funnel.
Content format matters more than ever because it is crucial for capturing attention in a saturated digital landscape, catering to diverse audience preferences and learning styles, and aligning with different marketing goals and platforms. The right format directly impacts user engagement, information retention, search engine optimization (SEO), and conversion rates.
The 8 Content Types That Drive Engagement
1. Short-form video (Reels, Shorts, Clips)
Short-form video remains king when it comes to capturing attention. It works because users scroll fast; you either stop them in their tracks or you’re gone. Data shows this format yielding the highest ROI among social marketers.
Best practices:
- Keep length under 45 seconds (platform-dependent)
- Use attention-grabbing opening frames
- Incorporate captions because many watch muted
- End with a branded visual or hook to drive action
Why it matters: This content type supports both organic reach and paid amplification. When working with a social marketing agency, test short-form creatives across platforms to identify which segments respond best.
2. User-Generated Content (UGC) & Community Voice
Content created by your customers and fans isn’t just cheaper — it often drives higher engagement. One benchmark found UGC drives 28% more engagement and 4× higher click-through rates compared to branded content.
Best practices:
- Launch branded hashtags or challenges
- Reshare content created by customers (with permission)
- Encourage reviews, unboxings or testimonials
Why it matters: Social media and advertising efforts gain trust when the audience sees real people using your product or service. A social marketing agency should weave UGC into both organic calendars and paid ad campaigns.
User-Generated Content (UGC) and Community Voice both refer to the content created by a brand’s customers or community, rather than by the brand itself. This content, which includes reviews, social media posts, photos, and videos, provides authentic, relatable social proof that builds trust and engagement more effectively than traditional advertising. Integrating this content is a powerful strategy that allows a brand’s community to advocate for it in their own words.
3. Interactive Posts: Polls, Quizzes, Live Q&A
Interactivity moves audiences from passive viewers to participants. Polls, quizzes and live question-and-answer sessions build two-way engagement, and that’s exactly what the algorithm rewards.
Best practices:
- Use Instagram Stories poll stickers or LinkedIn polling features
- Run short live sessions answering audience questions
- Deploy quizzes for self-assessment (“Which product suits you?”)
Why it matters: These formats allow a social marketing agency to collect data, segment responses, and retarget users based on behaviour, not just show content in the hope.
Interactive posts like polls, quizzes, and live Q&A sessions are content formats that encourage audience participation beyond passive scrolling, boosting engagement and brand reputation. They are used to gather opinions, assess knowledge, and foster community by allowing users to vote in polls, answer quiz questions, or submit questions for live Q&A sessions. Platforms like Mentimeter, Slido, and Canva offer tools to create and host these interactive experiences for live or remote audiences.
4. Educational / How-To Content
While short bursts capture attention, in many cases, the audience still wants value. How-to posts, tutorials, carousels or infographics play that role. According to industry analysis, this educational format helps build trust and extends reach via shares and saves.
Best practices:
- Use carousel posts or multi-image layouts for step-by-step guides
- Include short video clips demonstrating usage or tips
- Offer downloadable templates or checklists (where applicable)
Why it matters: A social marketing agency should map content to buyer-journey stages. Educational content often serves the “consideration” or “interest” phase, paving the way for deeper engagement later.
5. Behind-the-Scenes & Authentic Brand Stories
Audiences increasingly value authenticity. The polished corporate broadcast still matters, but there’s growing power in “showing what happens behind the curtain,” team stories, culture, process, and real voices. A full-stack social media strategy will allocate content to this zone.