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The Types of Content on Social Media [New Data]



The Types of Content on Social Media [New Data]

According to our 2023 Marketing Strategy Trends Report, 42% of marketers leverage social media, and it has the highest ROI of any channel. With this in mind, sharing content on social media is a no-brainer.

Whether you’re looking for a strategy refresh or leveraging the channel for the first time, this post is your guide to the different types of social media content and the benefits it’ll bring to your business.

Different Types of Social Media Content

1. Video (short form, specifically)

Short-form video is the top trend marketers will be leveraging in 2023, and HubSpot’s 2023 Social Media Trends Report found that it is the highest ROI format for social media marketing.

graph displaying the social media format with highest ROIWith this in mind, creating short-form videos is a worthwhile investment, and some common examples are TikTok videos, Instagram Reels, and YouTube shorts. The TikTok below is a video from Topicals, a skincare company, which talks about the different uses for one of its products.

Long-form video is also popular, but it doesn’t come close to the ROI of short-form. Live video gained steam during the pandemic, allowing people to participate in events remotely. Twitch is a popular live-streaming platform where people can interact with their favorite creators in real time.


2. Audio chat and live rooms.

Audio chat is another type of social media content, and many platforms have native features like Twitter Spaces, LinkedIn Live, or Facebook Live Audio. It’s also the top content type marketers plan to leverage for the first time in 2023.

graph displaying the format social media marketers plan to leverage for the first time in 2023This makes sense, as audio chat rooms let brands directly communicate with audiences and develop closer relationships than seeing a billboard or watching a YouTube video. And, during a time when customers value connections with brands more than ever, audio chat rooms are a valuable tool.

Audio chat rooms are trendy among Gen Z. A Spotify study found that 80% of Gen Z enjoy audio content because it allows them to express their individuality and explore different sides of their personalities.

3. Content that represents brand values.

Content that represents brand values is anything that shares what your company stands for in addition to and outside of the products you sell, such as commitments to sustainable production practices, treatment of employees, or any causes you support.

Consumers care more than ever about what the brands they buy from stand for and the values they have. They want to know the causes that businesses support and the commitments made to bettering the world.

The image below is a Tweet from Ben & Jerry’s that expressed its commitment to environmentalism and combating climate change, which aligns with its stated core values of environmental protection.

ben jerrys

Image Source


Brand value content helps you draw in people whose values align with yours, and marketers also say that it has the 5th biggest ROI of any trend. 44% of marketers are also already posting this type of social media content.

4. User-generated content.

User-generated content (UGC) is content your audience creates that features your business/brand that is not paid for by your business. For example, someone shares a non-sponsored TikTok about how much they like your product or posts a picture wearing your clothing and tags your business.

This type of content is great to share on social media because it helps your audiences see that people use and like your products, vouching for you in a real-life way.

UGC pays off, as customers trust reviews from friends and family more than they trust branded ads, and 79% of people say UGC highly impacts their purchase decisions, considerably more so than branded content and influencer content.

When you do use UGC, the platforms it performs best on are Instagram, Facebook, and YouTube.

graph displaying the best social media platforms for sharing ugc

5. Funny, trendy, and relatable content.

Funny, trendy, and relatable content on social media can be hopping on viral memes, relating them to your business, and using trending hashtags or sounds. This type of content requires awareness of what’s happening on social media, cultural moments, and current events and creating buzzy content related to that.


36% of marketers already share funny, trendy, and relatable content on social media, and 66% say that funny content is the most effective, followed by relatable, trendy content. Consumers say that funny content is the most memorable.

6. Shoppable content.

Shoppable social media content allows consumers to browse through products on your accounts, discover things they like, and even make a purchase without leaving the app. The image below is an Instagram storefront for Ink Meets Paper, where someone can browse its products, find what interests them, and make a purchase.

facebook shops-1

Image Source

This is a valuable content type as social shopping is currently on the rise, and consumers are discovering new products and buying products on social media apps more than ever before.

In fact, social media is the most popular way for Gen Z, Millennials, and Gen X to discover new products, and over 1 in 5 have made an in-app purchase in the past three months. If you share shoppable content, the most effective platforms for selling in-app are Instagram and Facebook.

most effective selling

7. Educational content.

Educational content shares helpful information with audiences that helps them reach their goals and meet their needs. Educational content can come in infographics, videos, text-based posts, images — any of the content types we discussed in this post.


HubSpot often shares educational content through YouTube videos, where viewers can learn more about concepts of interest. The video below is a recent video that educates viewers on creating a brand style guide.

8. High-quality images

Images are a must on social media platforms, capturing attention and drawing people in. Images can be things like high-quality product photos or even a trending meme that relates to your business.

Our recent Marketing Strategy Report found that 47% of marketers leverage images as a media format and work well on all social media platforms.

9. Text-based content

We see text-based content on social media every day, like Tweets or thought-leadership posts on LinkedIn. The primary goal of text-based content is to share insight through text rather than an image or video. For example, you can pair a Tweet with an eye-catching image, but the point of the post is in the text.

Blogs are popular text-based content where people read longer posts and discover helpful information. Some popular types of blog posts are:

  • How-to posts that introduce a problem, offer a solution, and discuss steps to reach a desired result.
  • Lists posts that focus on a particular topic, offer several points, and provide a brief conclusion.
  • What-posts that provide further information on a specific topic, with many articles surrounding comparisons of one thing to another.
  • Why-posts that typically provide readers with a reason or purpose and provide details that support a focused conclusion.

10. Infographics

Infographics are a content type with the shareability and visual appeal of photos but are filled with helpful data and information. It’s an impactful form of social media content and educational content.

The image below is a post from HubSpot’s Instagram account that is an infographic that informs viewers about the most effective traits of a sales leader.


Image Source

Infographics are effective, too, with 56% of marketers that regularly use them saying it’s their most effective content type.

11. Ephemeral/disappearing content.

Ephemeral/disappearing content is content that only stays up for a certain amount of time, like Instagram Stories that disappear after 24 hours. Users only have a set period to engage with it, so they might be more eager to keep track of your profiles and keep returning to experience what you share.

Creating quizzes and polls in your Stories is a great way to leverage this type of content. People only have a certain amount of time to respond, generating excitement and immediate action and inspiring respondents to come back and see results.

Repurposing Content Is Still A Valuable Strategy

Social media marketers say they use an average of four platforms, each with its best practices and norms to follow. It can be challenging to create individual pieces of content for every single platform, so many marketers share similar content on each platform but repurpose it to fit the tone and requirements of each one.


repurposeThe key to success, however, is repurposing content, not resharing. People don’t look fondly at brands that share the exact same thing on each platform. 48% of marketers already share similar content across platforms with tweaks to make it more relevant to the platform’s demands.

Want More Social Media Insights?

Learn more about the State of Social media with more of this data, videos, and exclusive industry tips on our State of Social Media Hub— which will come with a free downloadable resource.

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The Role of Enterprise Mobility Management in Modern Businesses



The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.


Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.


Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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Lessons From Air Canada’s Chatbot Fail



Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?


AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.


Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.


Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.


It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Only 6% of global marketers apply customer insights to product and brand



Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952


The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).


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