What Type of Content Drives the Most Engagement on Social Media in 2025

In 2025, competition for attention on social media is tougher than ever. But one truth remains: not all content performs equally.

Some posts get tons of likes, shares, and saves—while others are quickly ignored. So, what makes the difference?

It all comes down to content type.

This article explains the most engaging content formats across Instagram, TikTok, Facebook, LinkedIn, and X (Twitter), based on updated research, verified data, and the latest platform trends. If you want more engagement without spending on ads, these are the formats to focus on.

Why Content Type Impacts Engagement

Every platform has an algorithm that looks for signals of quality and interest—such as saves, comments, shares, or watch time. According to Meta (2024), Instagram now prioritizes content based on time spent viewing, replays, saves, and direct interactions like story replies.

Hootsuite (2024) also confirms that in 2025, posts that generate these deeper actions—not just likes—are rewarded with higher reach and visibility.

1. Short-Form Video: Still #1 for Engagement

Short-form video (under 60 seconds) is the most engaging content type in 2025. Platforms continue to push Reels, TikToks, and YouTube Shorts to the top of feeds.

Why it works:

• Fast to consume
  
• Easy to share
  
• Encourages full views and replays
  

Data:

According to HubSpot (2024), short-form videos generate 2.5x more engagement than images or text-based posts.

Best platforms:

• TikTok
  
• Instagram Reels
  
• Facebook Reels
  
• YouTube Shorts
  

Tools to try:

• CapCut
  
• InShot
  
• Pictory
  

📌 Tip: Hook your audience in the first 3 seconds and use captions to keep them watching.

2. Carousel Posts and Swipeable Slides

Carousel posts allow users to swipe through multiple images or messages. These are ideal for educational content, storytelling, or step-by-step tips.

Why it works:

• Increases time on post
  
• Encourages saves and shares
  
• Offers more value in one post
  

Data:

Socialinsider (2024) found that carousel posts on Instagram receive 1.4x more saves and 24% more engagement than single-image posts.

Best platforms:

• Instagram
  
• LinkedIn
  
• Facebook (multi-image posts)
  

Tools to try:

• Canva
  
• Adobe Express
  

📌 Tip: Use the last slide for a clear call-to-action—“Save this for later” or “Comment your favorite tip.”

3. Polls, Quizzes, and Story Stickers

Interactive content like polls and quizzes triggers quick, low-effort engagement—especially in Stories.

Why it works:

• Taps and replies are counted as engagement
  
• Creates two-way interaction
  
• Makes your audience feel involved
  

Data:

Meta (2024) revealed that Stories using polls or question stickers get twice the engagement compared to non-interactive stories.

Best platforms:

• Instagram Stories
  
• Facebook Stories
  
• LinkedIn Polls
  
• YouTube Community tab
  

📌 Tip: Run a poll before launching a product or post to crowdsource feedback and boost interaction.

4. Behind-the-Scenes (BTS) and “Real” Content

In 2025, people want transparency. BTS content shows the human side of your brand—your team, workspace, or daily routine.

Why it works:

• Builds trust and connection
  
• Feels more personal and authentic
  
• Often triggers replies and story reactions
  

Data:

HubSpot (2024) reports that 67% of consumers are more likely to engage with brands that share unpolished, behind-the-scenes content.

Best platforms:

• Instagram
  
• TikTok
  
• LinkedIn
  

📌 Tip: Film a short “day in the life,” or show how you package products or plan content.

5. Educational and “How-To” Content

People love to learn something new—especially if it’s simple and practical. Tutorials, checklists, and explainer posts are highly shareable and saveable.

Why it works:

• Offers clear value
  
• Encourages saves and shares
  
• Shows your expertise
  

Data:

Later (2025) found that educational content generates 3x more saves than inspirational or promotional content.

Best platforms:

• Instagram (Carousels or Reels)
  
• LinkedIn (Documents or text posts)
  
• TikTok (Tutorial videos)
  
• Pinterest (Infographics)
  

📌 Tip: Use a hook like “3 steps to…” or “Here’s how to fix…”

6. Memes and Relatable Humor

Memes and funny posts still dominate sharing behavior, especially among younger audiences.

Why it works:

• Easy to consume
  
• Highly shareable
  
• Builds brand personality
  

Data:

Sprout Social (2025) found that humorous posts are 33% more likely to be shared or commented on than neutral or promotional posts.

Best platforms:

• Instagram
  
• Facebook
  
• X (formerly Twitter)
  
• TikTok (reaction memes)
  

Tools:

• Imgflip
  
• Kapwing
  

📌 Tip: Pair humor with trending topics or niche struggles your audience relates to.

7. User-Generated Content (UGC)

UGC includes any content created by your community—photos, videos, reviews, or testimonials.

Why it works:

• Builds trust and credibility
  
• Encourages tagging and sharing
  
• Shows real-world results or experiences
  

Data:

HubSpot (2024) reports that posts featuring UGC have 28% higher engagement and are saved more frequently than branded content alone.

Best platforms:

• Instagram (Stories and Reposts)
  
• Facebook (Reviews and comments)
  
• TikTok (Reactions and duets)
  
• LinkedIn (Employee advocacy)
  

📌 Tip: Ask customers to tag you, then reshare with credit. Run hashtag campaigns or photo contests to collect more UGC.

8. Personal Stories and Vulnerable Posts

People connect with people. Sharing personal experiences, lessons learned, or challenges invites emotional responses and deeper engagement.

Why it works:

• Sparks conversation
  
• Encourages meaningful comments
  
• Builds connection and loyalty
  

Best platforms:

• LinkedIn
  
• Instagram (captions)
  
• TikTok (Storytelling format)
  

Examples:

• “Here’s what I learned after failing my first business…”
  
• “The moment that changed how I see work…”
  

📌 Tip: Start with a strong emotional hook. End with a lesson or question to invite discussion.

Quick Comparison: Which Content Drives What?

Content Type	Saves	Shares	Comments	Reach	Best Platform
Short-form Video	★★★	★★	★★	★★★	TikTok, Reels
Carousel/Slides	★★★	★★	★★	★★	Instagram, LinkedIn
Polls & Interactive	★	★	★★★	★★	Stories, LinkedIn
Behind-the-Scenes	★	★★	★★	★★	Instagram, TikTok
Educational/How-To	★★★	★★	★	★★	Instagram, LinkedIn
Memes & Humor	★	★★★	★★	★★★	Instagram, Facebook
UGC	★★	★★	★★	★★	Instagram, TikTok
Personal/Vulnerable	★★	★	★★★	★★	LinkedIn, Instagram

References

HubSpot. (2024). State of Marketing Report 2024. https://www.hubspot.com/state-of-marketing

Hootsuite. (2024). Social Media Trends 2024. https://www.hootsuite.com/research/social-trends

Later. (2025). How to Boost Engagement with Educational Content. https://later.com/blog/instagram-engagement/

Meta. (2024). How Instagram Ranks Feed, Reels, and Stories. https://transparency.fb.com/en-gb/features/feed-instagram/

Socialinsider. (2024). Instagram Engagement Report 2024. https://www.socialinsider.io/blog/social-media-benchmarks/

Sprout Social. (2025). 2025 Content Performance Insights. https://sproutsocial.com/insights/social-media-content/