The most effective types of content on social media in 2025 [new data]

It’s 2025, and the highest-ROI marketing channel is still good ol’ social media. I’ve created social media content for just about everyone: government offices, nonprofits, small businesses, solopreneurs, and more.

Sharing content on social media is a no-brainer for brands. But orienting yourself on the basics of social media, types of content, trends, etc. is a heavy lift.

Whether you’re looking for a strategy refresh or trying out a new channel for the first time, this is your guide to the different types of social media content, what works best, and how it can empower your business. I’ll dive into the data and trends so you can clearly see where to invest in 2025.

We used to talk about content formats in conjunction with social media platforms: photos equal Instagram, videos equal YouTube, text equals Twitter. Now, most social media platforms are a mosaic of content types. Here are the most popular formats today.

1. Short-Form Video

As a consumer, who hasn’t felt the gravitational pull of short-form videos? They’re fun to watch, (too) easy to binge, and relatively fast for businesses to create. These quick, stimulating videos are the most engaging social media content there is.

According to our 2025 Marketing Trends Report, short-form videos are more important than ever for businesses:

• 21% of social media marketers said that short-form video content has the highest ROI.
• Short-form video content is the #1 priority among social media marketers.
• 17% said that they plan to increase their investment in short-form video in 2025.

Short-form videos can be published on TikTok, Instagram, Facebook, YouTube, Pinterest, LinkedIn, and X (previously Twitter). Take a look at our latest Social Media Video Trends Report to see where these platforms stack up against each other.

The TikTok video below is a great example from Brooki Bakehouse, sharing a behind-the-scenes look…