The future of social media content is always evolving, and recent studies analyzing millions of posts reveal intriguing insights into the best formats for engagement on various platforms in 2025. Understanding the best content for social platforms, particularly in a data-driven age, can be crucial for online success.
The Best Content Format on TikTok
Unsurprisingly, TikTok continues to dominate with video content. Even as carousels and text posts gain traction, video remains TikTok’s stronghold. Our analysis indicates that videos garnered 18% more views than text and 7% more than photo-based carousels. For those aiming to maximize reach on TikTok, engaging video content is essential.
Optimal Instagram Formats
Instagram’s dynamic environment remains video-centered, particularly with Reels leading the platform in median reach. Surprisingly, carousels show superior engagement, claiming 12% higher interactions than Reels. While Reels deliver substantial views, carousels might deepen audience connections.
Facebook’s Leading Content Type
On Facebook, photos surprisingly continue to achieve the highest engagement, contrary to the platform’s video expansion efforts. Photos receive 35% more engagement than text and 44% more than videos. This highlights a preference for immediate, visually consumable content.
Revealing Insights for Threads
Threads emerged with the surprising finding that images outperformed text in engagement, despite its text-focused design. Images saw 0.6% more interactions than videos, illustrating the power of visuals even in text-based spaces.
LinkedIn’s Preferred Formats
On LinkedIn, carousels (or document posts) outshine other formats with 278% more engagement than videos. Despite video’s notable presence, carousels facilitate richer content, engaging professional audiences effectively.
Text Leads on X
On X (formerly Twitter), text-based content maintains the highest engagement, sticking to its roots as a microblogging platform. Text posts receive 30% more interactions than videos, emphasizing timely and concise communication.
Choosing the Right Format for Your Audience
Ultimately, the best content format hinges on your specific audience and consistent use. While videos excel in reach, other formats like carousels and photos are better for deep engagement. Focus on creating content that resonates with your unique audience, ensuring steady growth across platforms.
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