Content formats 2025: what really works based on millions of posts

In 2025, brands and creators navigate a crowded social landscape where engagement outweighs reach and authenticity rules. Recent analyses of millions of posts reveal which content formats truly work — and for which goals.

Awareness & reach – short-form video

Short-form video content continues to dominate for awareness and reach. According to a benchmark covering over 2 billion messages, video is the preferred format for learning about new products: 78% of people say they prefer short-form video in that context. Formats such as Reels, Shorts, and TikTok clips are now the scroll-stopper content type.

Why it works:

• The dynamic format demands attention quickly, plays well in feed loops, and is highly shareable.
• Platforms’ algorithms reward this format with higher reach and engagement than static formats in many cases.
• Ideal for top-of-funnel goals: brand awareness, reach, introducing new products.

Recommendation: Use short, snackable videos (15–30 sec) with a strong opening, visual story, and clear brand hook. Test across both native feeds (Instagram Reels, YouTube Shorts, TikTok) and experiment with captions for silent viewers.

Engagement & community – carousels, high-impact images, user-generated content

To strengthen engagement and community, focus on content that invites interaction and authenticity.

Best formats:

• Carousels — tell mini-stories through swipes, increasing time on post.
• High-impact images — deliver instant emotional connection.
• User-generated content (UGC) — builds trust and sparks conversation.

Why it works:

• Encourages likes, saves, and comments.
• Feels more genuine than polished ads.
• Boosts brand credibility through peer voices.

Tip: End carousels or UGC posts with a question or call to action — “What do you think?” often works better than a tagline.

Conversion & action – long-form video, shoppable posts, live streams

When the goal is to sell or capture leads, use formats that allow depth and interactivity.

Best formats:

• Live streams — demo products, answer questions in real time.
• Shoppable posts — let users buy without leaving the platform.
• Long-form videos — explain, educate, and convert through storytelling.

Why it works:

• Builds trust via real-time or in-depth experience.
• Integrates commerce features directly into content.
• Keeps users engaged longer, boosting conversion odds.

Tip: Always close with a clear CTA — “Shop now,” “Book a demo,” or “Try free.”

Context matters – platform, audience, goal alignment

While format is important, success depends on matching format to platform and audience behaviour. Key insights:

• According to Buffer’s analysis of millions of posts from Instagram, TikTok, LinkedIn, Facebook and X: “Video often gets the spotlight, but it’s not always best on every platform.”
• The average person in 2025 uses about 6.8 different social networks per month.
• Audiences expect authenticity over polish, especially younger generations.

Recommendation: Don’t lift-and-shift one format across all platforms. Instead:

• For LinkedIn: consider video + longer captions for professional context.
• For TikTok/Instagram Reels: fast, snackable, visually bold.
• For Facebook/Instagram feed: carousels + strong imagery.
• Always tie the format to the key metric (reach, engagement, conversion) for that post.

The big takeaways: format strategy for 2025

Data from millions of posts points to clear winners:

• Short-form video drives reach and awareness.
• Carousels, strong visuals, and UGC build engagement and trust.
• Live streams, shoppable, and long-form videos convert best.
• Match every format to your goal, platform, and audience.
• Keep testing — strategy beats volume.
• Authenticity, context, and a clear CTA are must-haves in 2025.

Conclusion

While new formats and tools continue to emerge, the fundamentals remain — pick the right format for the right goal, optimise for the platform, and track performance. The analysis of millions of posts in 2025 converges on this: the format is not everything, but choosing the right format for your goal is everything.