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Spend an hour or two browsing social media, and you’ll inevitably come across marketing content from major companies.
For example, Ryanair has gained millions of views for its self-deprecating TikTok videos, which often feature employees using a plane face filter. Likewise, Wendy’s popular X account engages followers with nonsensical polls and absurd memes. These companies have mastered the art of creating unique social media content that keeps audiences hooked.
There are many benefits of social media for enterprises in all industries. These marketing channels can help you:
- Develop a memorable brand persona
- Build a loyal following
- Boost sales — 76% of consumers report they’ve bought products they’ve discovered through these platforms
This guide explores the top eight types of content for social media. These ideas will help you diversify your enterprise marketing campaigns and engage your target audience effectively.
Enterprise Social Media vs. Small Business: How Are They Different?
Businesses of all sizes use social media marketing to promote their brands and products. However, there are a few key differences between how enterprises and small businesses use these channels.
Enterprises typically have more resources for social media marketing than smaller companies. For instance, an enterprise may hire graphic designers and videographers to create sophisticated visual content. They can also experiment with a broad range of approaches and content distribution channels. By contrast, small businesses typically rely on in-house talent and may focus on one or two platforms.
Staffing is another significant difference. Enterprises often have full-fledged social media marketing teams, while small businesses may rely on one or two individuals. A more extensive staff allows enterprises to produce more content but also requires more collaboration and coordination. Creating brand guidelines can help enterprises maintain a consistent brand persona among team members.
Finally, enterprises often have a wider audience than small businesses. Large enterprises may have millions of customers from around the world. Meanwhile, a small business might focus on a specific demographic or regional market. As a result, enterprises may spend more time tailoring content for diverse audiences, contexts, and cultures.
8 Types of Social Media Content Used by Enterprises and Why
Enterprises use many types of social media posts to engage audiences and increase brand awareness. Here are eight of the most popular kinds and their benefits for enterprise marketing.
1. Content From Blog Posts in Images or Carousels
Many companies use enterprise blogging to share industry insights, product updates, and thought leadership pieces. You can repurpose this content by adapting it into images or carousels to share on social media.
Say, for instance, you write a blog post about the adoption of artificial intelligence (AI) tools in your industry. To adapt this content for social media, consider transforming key statistics into eye-catching charts and infographics. You can also create an image carousel with tips for using AI or recommended technology.
This approach lets enterprises share educational content in an accessible and clear manner. Users can more easily grasp complex subjects conveyed with engaging visuals, so these posts deliver more value to customers. Additionally, including a link to the full blog in the social media post can boost website traffic and generate new leads.
Need help creating a solid foundation of blog posts? Compose.ly’s expert writers craft insightful blog posts that easily convert into social media content.
2. Tutorials To Educate the Audience
Enterprises often create tutorials to teach their target audience about relevant topics. These guides break down complex tasks into simple steps and often include visual demonstrations. This content helps social media users learn new skills and use products more effectively.
For example, the fashion retailer Everlane has developed a series of educational Instagram reels. These tutorials cover many subjects, such as “Three Ways to Style Everlane’s Shirts & Polos” and “Weekend Activities Fit Guide.” Each reel includes examples of different outfits and a descriptive caption. Everlane also responds to user questions in the comment section, increasing engagement.
Tutorials offer valuable guidance and resources for customers. They also make your brand seem more approachable and customer-centric, strengthening your relationships.
3. Company and Industry News
Company and industry news are two of the most popular types of content on social media. Use these posts to celebrate your accomplishments and update customers about recent industry developments.
Here are some examples of social media-worthy news:
- Announcing sustainability initiatives
- Celebrating milestones
- Hiring new executives
- Launching new products or services
- Opening new locations
- Partnering with a charity or another business for a new project
- Spotlighting industry trends
- Updating products with innovative features
Adapt your news for different social channels. Suppose, for instance, your enterprise receives a prominent industry award. You could create text-based posts for LinkedIn to highlight this accomplishment and its impact on stakeholders. Meanwhile, you could develop humorous skits for TikTok that show company leaders celebrating the award. This social media strategy will help you engage diverse audiences and expand your reach.
4. Infographics
Infographics represent complex data as engaging yet simple graphics. They visually summarize insights, statistics, trends, and other information. This content type allows enterprises to tell compelling stories without relying on dense text.
Microsoft recently shared an interactive infographic highlighting its sustainability initiatives. The post uses eye-catching animations and statistics to emphasize the company’s environmental achievements. Microsoft also compares the amount of conserved resources to common metrics, such as the amount of water in an Olympic-sized swimming pool. These comparisons help audiences grasp the significance of the statistics quickly.
5. Short- and Long-Form Videos
Approximately 92% of Internet users watch online videos. Enterprises can take advantage of this widespread popularity by using short- and long-form videos for social media marketing.
Companies use many types of video content for social media, such as:
- Behind-the-scenes looks at company events or product development
- Event highlights
- How-to videos
- Interviews with company leaders or industry trendsetters
- New product reveals
- Product demonstrations
- Tours of the company headquarters
- Videos responding to viral trends
Short-form videos work best for Facebook, Instagram, and TikTok. These platforms often feature concise videos of 60 seconds or less. Meanwhile, YouTube users may prefer long-form videos of 20 minutes or longer.
This content form humanizes your company and builds familiarity with your brand. You can also use videos to quickly engage users and build a sense of community. For instance, you can invite users to vote on the topics for future how-to videos or host interactive Q&A sessions.
6. User-Generated Content and Testimonials
You don’t need to produce all your social posts internally. Many enterprises grow their online presence by inviting customers to contribute user-generated content (UGC).
UGC refers to unpaid content produced by customers about a brand. It can take many forms, including:
- Customer reviews
- Haul and unboxing videos
- Images and videos of customers using your products
- Testimonials
- User comments on social media posts
Spotlighting your customers’ actual experiences offers compelling social proof of your brand’s quality. This stamp of approval can significantly influence other users’ perceptions of your enterprise. According to a 2022 study, 84% of consumers are more likely to trust a brand after viewing UGC, and 77% are more inclined to buy products or services.
7. Polls To Gauge Consumer Sentiment
Polls are one of the most interactive types of social media posts for businesses. This content invites your target audience to engage with your brand by sharing their opinions.
You can create polls about various subjects related to your brand and industry. For example, users could vote on the topic of your next behind-the-scenes video. You could also poll them about their experiences with your brand or ask for opinions about industry trends.
This social content shows your audience you value their opinion and fosters a sense of community. It also empowers users to help shape the direction of your brand and contribute their insights. Additionally, polls tell you more about your audience so you can produce the most relevant and valuable content.
8. Text-Based Social Media Posts
Many social media platforms revolve around visual content, but some embrace text-based posts. For example, Reddit posts often contain lengthy text, while X prioritizes brief text conversations. Enterprises also share text-based posts on LinkedIn.
Text-based content enables companies to share more detailed and nuanced messages. You can explain concepts in-depth and provide context that may not fit in visual social media posts. Text-based content also appeals to industry professionals who want to read insightful analyses from thought leaders. Sharing these posts builds your authority and helps you reach more knowledgeable users.
Unlock the Power of Social Media Platforms for Large Businesses
Social media marketing is one of the most effective ways for enterprises to connect with target audiences. This strategy humanizes your brand so it doesn’t feel like another faceless big business. Social media content can also help you build a strong community of people who engage with and support your brand.
Get started by brainstorming unique content ideas for social media. Explore a few social media content categories to see what resonates with your audience. This experimentation will help you learn how to engage users and refine your brand persona.
