Are you noticing a drop in engagement on your social media, or is your content starting to feel repetitive? Variety might be the missing ingredient. Diverse content not only keeps your audience interested but also helps expand your reach and amplify engagement. Let’s dive into five content types that can transform your social media presence, increase interaction, and keep your followers coming back for more.

‍

1. User-Generated Content (UGC): Build Trust and Authenticity

‍

Let your customers do the talking. User-generated content (UGC) is a powerful way to showcase authentic brand loyalty and build trust. In fact, ads featuring UGC receive 73% more positive comments than traditional ads. Studies show that 84% of consumers trust peer recommendations over any other type of advertising, and 79% of people say UGC impacts their purchasing decisions. UGC is also 9.8 times more impactful than influencer content, creating a ripple effect on engagement and brand credibility.

Example: Apple’s #ShotOniPhone campaign brilliantly uses UGC. By encouraging users to share photos taken with their iPhones, Apple not only promotes its product but leverages the creativity of its user base. This kind of content resonates globally, with users actively participating and sharing their creations.

Why It Works: UGC not only enhances brand trust but also fosters a sense of community. It allows customers to feel like part of your brand journey, which leads to higher engagement and potentially greater loyalty.

Call to Action: Encourage your followers to share their own experiences with your brand, perhaps with a dedicated hashtag, and consider resharing their posts on your profile.

‍

‍

‍

‍

2. Behind-the-Scenes Content: Showcase Your Brand’s Human Side

‍

"Behind-the-scenes footage is a potent tool for brand humanization. It demystifies the brand and builds trust with the audience," says a marketing expert from FasterCapital.

‍

Show your audience what goes on behind the curtain. Behind-the-scenes content gives a glimpse into your company culture, operations, and team dynamics, allowing you to humanize your brand. According to a recent study, 46% of CMOs report that employee advocacy through behind-the-scenes content can outperform traditional social content across the entire funnel.

Example: Slack regularly posts behind-the-scenes reels on Instagram, especially around major events. These posts offer an insider look at their flagship event preparations, humanizing the brand and strengthening audience connection.

Why It Works: Behind-the-scenes content demystifies your brand, building trust and relatability. It allows your audience to see the people and effort behind your product, fostering a deeper connection.

Call to Action: Use Instagram Stories or TikTok to show glimpses of your team working, event preparations, or day-to-day moments. This builds a more personal connection with your audience.

‍

‍

‍

3. Educational Content: Establish Authority by Sharing Knowledge

‍

Sharing valuable information positions your brand as an industry authority and keeps your audience coming back for more insights. Educational content—whether it’s quick tips, how-tos, or best practices—is especially impactful for B2B brands, which often see increased engagement from posts that provide actionable advice.

Example: Typeform’s “Type Tips” series on Instagram offers valuable advice on getting the most out of their platform. By sharing educational content, Typeform not only demonstrates expertise but helps users make the most of their product, reinforcing its value.

Why It Works: Educational content is highly shareable and positions your brand as a trusted source of knowledge, enhancing credibility and encouraging engagement.

Call to Action: Share your expertise in your field. Create content that addresses common questions, offers actionable insights, or provides unique tips to educate your audience and encourage sharing.

‍

‍

‍

4. Testimonials and Case Studies: Use Social Proof to Attract Leads

‍

Nothing validates a product’s worth quite like social proof. Testimonials and case studies give your audience tangible evidence of your product’s effectiveness, helping them understand the real-world impact of your solutions. Highlighting client success stories can significantly enhance credibility and generate new leads.

Example: Clay shares client case studies on LinkedIn, showcasing real-world results and linking to detailed reports. This approach not only builds trust but attracts new leads by providing concrete evidence of success.

Why It Works: Testimonials and case studies demonstrate your brand’s impact, providing social proof that builds trust. They allow prospective customers to see real-life benefits, increasing the likelihood of conversions.

Call to Action: Share client testimonials, success stories, or case studies across your social channels. Highlight the key metrics or benefits your product helped clients achieve to show potential customers the impact they can expect.

‍

‍

‍

5. Interactive Content: Engage Your Audience with Participation

‍

Interactive content invites your audience to actively engage with your brand, making them feel more connected. Social campaigns with interactive elements, like polls, quizzes, or Q&A sessions, often see up to 50% higher engagement rates than static content.

Example: Drift’s interactive Q&A sessions on LinkedIn are a fantastic example of how engaging audiences with questions and polls can boost interaction while gaining valuable insights from followers.

Why It Works: Interactive content breaks the passive scroll and encourages active participation, creating a stronger bond between your brand and audience. It also provides you with feedback and insights directly from your followers.

Call to Action: Add a poll or Q&A session on LinkedIn, Instagram Stories, or Facebook. Use the responses to gauge audience interests, refine your content strategy, and create a more tailored social experience.

‍

‍

‍

Final Thoughts: Elevate Your Social Media Strategy with Variety

Incorporating a mix of these content types—UGC, behind-the-scenes, educational, testimonial, and interactive—can keep your social media feed fresh, engaging, and ultimately more effective. Each of these approaches offers unique advantages, from building trust and credibility to sparking active engagement.

As you experiment with these strategies, remember to monitor your engagement metrics to see what resonates most with your audience. With a variety of content types in your arsenal, you’ll be well on your way to creating a dynamic, engaging, and impactful social media presence that not only captures attention but keeps your audience coming back for more.