The Ultimate Guide to Social Media Content

With social media, you can feel like you’re just about getting the hang of something, and then everything changes. 

OK, this might be a little dramatic, but it can really feel like that as a social media manager!

If it’s not a new platform to think about, it’s a new feature. It pretty much always means learning something new and getting a few things wrong along the way when you’re finding out what works. 

However, The rollercoaster ride of working in social media is why we keep going back for more. Figuring out the hard stuff pays off in the long run, meaning you can ace your KPIs and keep investing in the channel.

Is your social media posting strategy evolving like the platforms you use? To hit your goals, you need to know what content resonates with your audience across your platforms. 

Let’s dive into everything you need to know about creating social media content to make your job a little bit easier.

The Different Types of Social Media Content

Let’s start with the simple stuff before we look more deeply into the strategy. Here’s a review of the different types of content you can use on social media:

Images and Photos

Some platforms are image-first, especially Pinterest and Instagram (although video features highly here too!).

Using high-quality images will capture attention quickly and can be used for product showcases, behind-the-scenes glimpses, and user-generated content to keep your feed visually appealing. 

If you’re using images created with AI, make sure that you don’t have any rogue additions like people with extra arms or fingers; there’s still a way to go until AI images are hard to detect online.

Videos

Video content can be short and sweet, or detailed long-form. Both have their place on social media. Examples of short-form content are Instagram Reels, TikToks and YouTube Shorts.

 YouTube also hosts longer-form videos which brands may embed into their websites too.

Stories

Stories on Instagram, Facebook, and TikTok offer a way to share short-lived, engaging content. 

You can use stories for promotions, quick updates, and interactive content like polls and Q&A sessions to connect with your audience in real-time.

Live Streams

Live streams are another powerful tool for real-time engagement on YouTube, Instagram, TikTok and Facebook.

You could use a live stream for Q&As, product launches and behind-the-scenes events to create a sense of immediacy and connection with your audience.

Text Posts

Visual posts have started to become the norm, but don’t forget about well-crafted text posts. 

This format gives you the chance to share tips, ask questions, or provide updates to engage your audience on platforms like LinkedIn, Facebook and Twitter/X.

You can also re-share text posts on Instagram as well to break up photo and Reel content.

Infographics

When done well, infographics are a great way to present information clearly and attractively.

 They break down complex data into digestible, visual content that's easy to share, making them ideal for educational content and statistics.

User-Generated Content (UGC)

UGC is when your followers create content related to your brand; sharing this content builds community and trust.

You can share UGC to showcase how your products are used in real life and to get realistic reviews from your biggest fans, which is a good way to establish your social proof.

Polls and Surveys

Interactive content like polls and surveys on Twitter/X and Instagram Stories can boost engagement and will provide valuable insights into your audience’s preferences and opinions.

The Top Social Media Platforms

The social media platform landscape changes rapidly, and it can be hard to keep up with so many social platforms available. Ultimately you should focus on the ones that best fit your brand and audience, but here are the top platforms on the market right now:

TikTok

TikTok continues to dominate with its short-form, highly engaging video content. It's perfect for reaching younger audiences and creating viral content; it helps that the user base continues to grow too!

TikTok’s algorithm is designed to surface content from a wide range of users, giving your brand the potential to reach millions, even with a small following. Click here for our top tips and tricks for how to get more followers on TikTok.

Instagram

Instagram remains a powerhouse with its mix of photos, videos, stories, and Reels.

It's versatile and widely used across various demographics, making it a key platform for any social media strategy. Plus, Later Social has a really cool set of content creator tools for Instagram which will help you to supercharge your social media strategy.

YouTube

As the leading platform for long-form video content, and snappy Youtube Shorts, YouTube is ideal for in-depth tutorials, product reviews, and vlogs.

YouTube’s search engine capabilities also make it a valuable platform for increasing your content’s discoverability, and it’s pretty easy to embed videos into your website for a secondary audience.

Facebook

Not just a platform for older generations, Facebook still offers extensive reach and robust advertising options, making it valuable for many brands. 

Facebook Groups can also be a Google place to create communities and foster deeper engagement with your audience if your community is on the platform.

LinkedIn

LinkedIn is primarily for B2B marketing and professional networking. However, with a shift away from Twitter as it turned into X, users are now sharing personal updates along with industry insights, company updates, and professional content. 

As a brand, it’s a valuable place to show your culture and connect with potential customers and employees.

Twitter/X

Twitter (or X) is excellent for real-time updates, customer service, and engaging in industry conversations. Its fast-paced environment is ideal for timely content, news updates, and interacting directly with your audience.

No matter which of the social platforms your audience likes best, Later Social has the tools for you to plan, schedule and analyze your social media performance.

Social Media Content: Where to Begin

Now we know what type of posts are available, and where to share them, you’ll want to move on to the logistics of creating a social media content strategy. It may seem daunting, but breaking it down into manageable steps can help.

For more insights, you can see how we plan our social media content strategy at Later here.

Define Your Goals

Start by identifying what you want to achieve with your social media efforts. Are you looking to increase brand awareness, drive traffic to your website, or boost sales? 

Setting clear, measurable goals will guide your strategy and ensure that your efforts are aligned with your overall business objectives.

Know Your Audience

Research your target audiences, such as the preferences, behaviors, and platforms they use the most. 

This information will help you tailor your content to their interests and make sure that your messages resonate with the right people.

Choose the Right Platforms

Not all social platforms will be suitable for your brand. Focus on the ones that align with your goals and where your audience is most active. 

This will help you maximize your resources and reach your audience more effectively.

Plan Your Content

A content calendar can help you to organize your posts. Mixing different types of content and planning for regular updates will keep your audience engaged, but it can get overwhelming if you don’t have a good system. 

Hot tip: Use Later’s social media scheduler to streamline this process and ensure consistency.

Engage and Interact

Social media is not a one-way street.

You need to engage with your followers by responding to comments and messages, and participating in conversations. This builds community and loyalty, showing that you value your audience.

Analyze and Adjust

Regularly review your performance metrics to understand what’s working and what isn’t. Use these insights to refine your strategy over time. 

Tools like Later Social provide comprehensive analytics to help you track your performance and make data-driven decisions.

For all the latest social media tea, make sure you follow Later's Newsletter for weekly updates on the world of social & our hottest strategy tips.

Don’t Forget a Social Media Management Tool!

Managing multiple social media accounts, posting content and replying to it can be a slog if you don’t have the right setup. 

Social media marketing tools like Later Social simplify this process.

They Make Scheduling Easy

Plan and schedule your posts across platforms from a single dashboard, ensuring consistent and timely content delivery. This saves time and helps maintain a steady flow of content.

They Support Content Creation

Later Social provides tools for creating and organizing content, making it easier to maintain a cohesive brand aesthetic and message. 

You can plan your visual feed, draft captions, and manage all your media in one place.

Access to Performance Analytics

Track your social media performance with comprehensive analytics to understand which posts are performing well and why. This helps you to make informed decisions and optimize your strategy for better results.

Collaboration Features

Collaborate with your team more efficiently by assigning tasks, sharing content drafts, and coordinating schedules within the platform. This gets the whole team on the same page and working towards the same goals.

Ready to Create Better Social Media Content?

Creating compelling social media content is essential for connecting with your audience and growing your brand. By understanding the different types of content, choosing the right platforms, and using a social media management tool like Later Social, you can craft a strategy that truly resonates with your followers.

Sign up for Later today and start your free trial to see how our platform can streamline your social media management and enhance your brand’s online presence.