What Type of Content Gets the Most Engagement on Social Media?

When it comes to social media marketing, content is king—but only if you tailor it to the right audience and platform. Whether you’re a beauty brand, a local restaurant, or a professional service, the type of content you share can make or break your engagement. At Ripl, we’re all about helping small business owners and creators shine on social media without the stress—and understanding what works best (and where) is the first step.

In this post, we’ll explore which content types stand out most on today’s popular platforms, how different audiences engage, and how to align your strategy with your specific business goals.

GENERAL CONTENT TYPES: Video vs Static Images

Type	Strengths	Best For
Short-form Video	Eye-catching, engaging, favors algorithms	TikTok, Instagram Reels, YouTube Shorts, Facebook, LinkedIn, Twitter (X)
Static Images	Easier to digest, good for brand visuals, quotes, promos	Instagram feed, Facebook, LinkedIn, Pinterest, Twitter (X)
Stories (Video or Image)	Time-sensitive content, casual updates	Instagram, Facebook, YouTube, and increasingly Twitter (via X Highlights)
Long-form Video	Great for tutorials, interviews, storytelling	YouTube, Facebook, LinkedIn

PLATFORM-SPECIFIC AUDIENCE + CONTENT STRATEGIES

📸 Instagram

• Main users: 18–35; visual-first, trend-aware

• Best content:

  • Reels (trend-based, transitions, before/after, day-in-the-life)

  • Branded quotes or tips as single-image posts

  • Story sequences with polls, questions, or product showcases

• Hot niches:

  • Beauty, fashion, fitness, real estate, personal development

• Tip: For business, mix beautiful visuals with relatable captions and lifestyle appeal.

🎵 TikTok

• Main users: 16–30, trend-driven

• Best content:

  • Snappy, authentic videos (even shot on phone)

  • Challenges, duets, how-to hacks, storytelling

  • Humor or emotional hooks

• Hot niches: DIY, education, beauty, food, Gen Z fashion, small biz

• Tip: Use trending sounds, but bring unique value or your story.

  
  

👥 Facebook

• Main users: 30–55+, family-oriented, trust-building

• Best content:

  • Photo + story combo (e.g., customer testimonials, before/after)

  • Live videos for engagement

  • Local promotions, holiday tie-ins

• Hot niches: Local services, real estate, parenting, education, community-driven brands

• Tip: Use more “friendly neighbor” tone and emotional pull.

  
  

👔 LinkedIn

• Main users: 25–50+, professionals

• Best content:

  • Thought leadership visuals

  • Video snippets of talks, testimonials, day-in-the-life of your biz

  • Industry insights, work culture, “wins” posts

• Hot niches: B2B, consultants, SaaS, professional services

• Tip: Be polished, insightful, and authentic—personal stories do surprisingly well here.

  
  

📌 Pinterest

• Main users: 25–45, planners

• Best content:

  • High-quality static images with clear text overlay (e.g. "5 Summer Skincare Tips")

  • Infographics and vertical videos

• Hot niches: DIY, fashion, wedding, interior design, recipes

• Tip: Think search engine + inspiration board.

  
  

🐦 Twitter (X)

• Main users: 25–45; news-curious, fast-scrollers, trend-watchers

• Best content:

  • Branded quotes or punchy one-liners with a visual

  • Short-form videos (under 60 sec) with a hook in the tweet

  • Threads that tell a story or share insights

• Hot niches: Startups, tech, education, creators, media, professional services

• Tip: Be bold, concise, and human. Use visuals to stand out in a fast feed.

  
  

▶️ YouTube

• Main users: 18–45+, global, learning-focused

• Best content:

  • How-to videos, deep dives, and “top 5” or “things to know” listicles

  • Shorts (under 60s) for trend-based content and hooks

  • Brand stories or behind-the-scenes insights

• Hot niches: Beauty, fitness, real estate, tech, education, food, coaching

• Tip: Focus on storytelling. Start strong, keep it snappy, and always give value.

  
  

MATCHING AUDIENCE TO CONTENT BY BUSINESS TYPE

Business Type	Target Age Range	Best Content Type	Hook Style/Need
Beauty & Personal Care	18–40	Reels, tutorials, before/after	Aspirational, educational, fun
Real Estate	30–55+	Walkthrough videos, single property images with highlights	Trust, lifestyle storytelling
Restaurants & Food	20–45	Reels, stories, tasty snapshots	Cravings, aesthetics, FOMO
Education & Online Courses	20–45	Explainer videos, tip-style posts	Skill-building, transformation, ease
Retail & Online Shops	18–35	Trendy videos, product shots	Lifestyle matching, “don’t miss this” urgency
Professional Services	30–50	Thoughtful visuals, insight-led posts	Credibility, value, reliability

EXAMPLE IDEAS TO MAXIMIZE REACH

• Beauty (Instagram or TikTok): “5-second glow-up” Reel with before/after + trending sound➜ Age 18–35, short attention span, emotionally-driven

  
  

• Real Estate (Facebook/Instagram): A static image post of a new listing with a caption: “🏡 Just Listed in [Neighborhood]! Here's why this one's special 👉” ➜ Age 35–55, wants trust, info, and easy viewing

  
  

• Restaurant (Instagram Story): Quick vid: “Behind the scenes at our kitchen today 🔥🍝”➜ Builds appetite and personal connection

  
  

• Education Course (LinkedIn): “3 mistakes you’re making in public speaking” video snippet with caption and CTA➜ Drives curiosity, value-first, for professional users

  
  

• Coaching or Thought Leadership (Twitter/X): “Most people wait until they’re ready. Here’s why that’s backwards 👇” with a link to a quick branded tip video➜ Gets engagement, starts conversation, builds voice

  
  

• Retail Brand (YouTube Short): “3 ways to wear this look in under 30 seconds 👗” with trending audio➜ Hook your audience and cross-post to IG or TikTok

___________________________________________________________________________________________

The most successful brands don’t just post—they post smart. By matching your content type to the strengths of each platform and the behaviors of your audience, you’ll see better engagement, deeper loyalty, and more results from your efforts.

With Ripl, you don’t need a big team or hours of time to create scroll-stopping content. Use our ready-made templates, video tools, and branding features to design social posts that fit the platform—and resonate with your audience.

Ready to create your next winning post? Open the Ripl app and get started today!