Content in social media is the heartbeat of platforms like Instagram, X, and TikTok. It’s the posts, videos, images, and stories that people create, share, and interact with every day. Whether you’re a marketer or someone scrolling through feeds, understanding content is key to making the most of social media. This glossary page breaks down what content means, how it’s used, its different types, and how you can create it effectively in 2025.

Simply put, content is any information or media shared on social media platforms. Think text updates, eye-catching photos, snappy videos, or live streams that spark conversations. It’s how users express themselves, brands connect with audiences, and ideas spread like wildfire. For businesses, content isn’t just a post—it’s a tool to educate, entertain, and engage.

In 2025, content is more dynamic than ever. Short-form videos dominate, but there’s room for everything from memes to in-depth LinkedIn articles. At Brandwatch, we see content as the bridge between brands and their audiences, powered by tools like Brandwatch Consumer Research and Publish.

How content powers social media

Content is the fuel that keeps social media buzzing. Here’s how it’s used:

  • Sharing ideas: People post updates, opinions, or news to connect with friends and followers.
  • Building brands: Companies use content to promote products, share values, and grow loyalty.
  • Entertaining: Memes, reels, and GIFs keep users hooked and coming back for more.
  • Educating: Tutorials, infographics, and live Q&As teach audiences something new.

For marketers, content is actionable. It’s not just about posting—it’s about sparking engagement, driving traffic, and turning followers into customers. That’s why understanding your audience and their platforms matters so much.

Types of social media content

Social media content comes in all shapes and sizes. Here are the main types you’ll see in 2025:

  • Text posts: Quick updates or thoughts, like an X post about a trending topic.
  • Images: Photos, graphics, or infographics that grab attention fast.
  • Videos: Short clips (think TikTok) or longer tutorials that keep viewers watching.
  • Live streams: Real-time broadcasts, perfect for events or behind-the-scenes looks.
  • Audio: Podcasts or voice notes, growing in popularity for on-the-go listeners.
  • User-generated content: Posts from customers or fans, often shared by brands for authenticity.

Short-form videos are the stars of 2025, with platforms like Instagram Reels leading the charge. But don’t sleep on text posts—they’re still a simple, effective way to connect.

Examples of content in action

Need some inspiration? Here’s how content shows up on social media:

  • A news outlet shares a breaking story on X.
  • A photographer posts a stunning shot on Instagram.
  • A creator uploads a how-to video on YouTube.
  • A brand goes live on Facebook to chat with fans.
  • A thought leader writes a LinkedIn article about industry trends.

Each example shows content doing its job—connecting, informing, or entertaining. With Brandwatch tools, you can track how these posts perform and tweak your strategy.

Best practices for creating content

Want to make content that stands out? Follow these tips:

  1. Know your audience: Use Brandwatch Consumer Research to dig into what they love.
  2. Keep it simple: Write like you’re chatting with a friend—no jargon needed.
  3. Post consistently: Stay active to keep your audience engaged.
  4. Use quality visuals: Clear images and videos make a big difference.
  5. Mix it up: Try different formats to see what clicks.
  6. Check the data: Tools like Brandwatch help you see what’s working.

In 2025, staying on top of trends—like the rise of AI or video—keeps your content fresh. Test, learn, and adapt.

Why content matters to Brandwatch

At Brandwatch, content isn’t just something we study—it’s how we help brands thrive. Our tools let you analyze content across platforms, spot trends, and create posts that hit the mark. Whether it’s tracking mentions with Consumer Research or scheduling with Publish, we’ve got you covered.

Ready to level up your social media game? Start by exploring how content drives engagement—then let Brandwatch show you the insights behind it.

Learn more about Brandwatch tools and take your content strategy to the next level.