The 4 Types of Content Leading Brands Share on Social Media

One key aspect of being successful on social media is keeping your followers engaged. Obviously, you can and should be doing this by sharing relevant content that resonates with them. But how do you know if you’re sharing the right content?

Try Sharing These 4 Types of Content

You can’t just share whatever content you please and expect to see consistently positive results. Sure, you may have success every now and then, but the goal is to generate sustained enthusiasm for your brand – not short bursts of excitement. By sharing the following types of content, you can enjoy better results.

  1. How-To Posts

According to a study conducted by The New York Times Customer Insight Group, there are five key reasons behind why people share content: to bring valuable and entertaining ideas to others, to define ourselves to others, to grow and nourish our relationships, and to get the word out about causes or brands.

The first reason – to bring valuable and entertaining ideas to others – is why how-to posts are so high returning. When you share a how-to post, you’re giving your followers tangible information that can be used to overcome a pain point or solve a problem.

How-to posts should be simple, yet full of valuable information. The easiest way to present a how-to post is to use numbers and bullet points. Here’s a great example from HubSpot.

  1. Local Content

The internet can feel really big at times, but you’ll find that social media has a way of making everything feel smaller. People come together due to interests, hobbies, and geographical locations. This latter grouping is what makes local content so valuable.

Local content is centered on a specific location – usually a neighborhood, city, or state – and targets the people within these areas. Because people feel such a connection to the places in which they live, local content tends to get shared more frequently than similar content without homegrown ties. Here’s a good example from The Grooves, a local wedding band in Austin, Texas.

  1. Funny and Clever Content

Sharing content doesn’t always have to be a serious business. Keep your followers engaged by delivering some lightheaded content that’s funny and/or clever. Taco Bell’s Twitter account is the perfect example of what this looks like in action. While they’ll occasionally share serious content, the majority of their attention goes to keeping things light and breezy. For certain brands, this can be a good thing.

  1. Listicles

Who doesn’t love a good listicle? If you were to scroll through your Facebook feed right now, you’d probably see a handful of them in a matter of seconds – that’s how popular they are.

But why do listicles work? According to research published in the Journal of Consumer Research, humans have an affinity for organizing information. In terms of listicles, this phenomenon is called the “top-ten effect.”

“The top-ten effect that we demonstrate in these studies is based on the mental tendencies to use categories and to exaggerate the differences between them,” the study reads. “These tendencies are part of the natural human readiness to perceive the world in terms of discrete things.”

Want to tap into these natural human tendencies? It’s as simple as creating some relevant listicles and pushing them out via your social channels. What are you waiting for?

Diversify Your Content Strategy

How diverse is your content strategy? If you aren’t consistently sharing at least three or four of these content formats on a regular basis, then it’s not diverse enough. Make it a point to try new things. Your social media presence will grow in a positive direction as a result of your commitment.