Top 5 Best Performing Post Types and How to Use Them for Your Brand

With the fast-paced, ever-changing nature of social media, it can feel next to impossible to keep a pulse on what’s trending, never mind the hundreds of challenges and crazes that seem to take the internet by storm. Luckily for you, we’ve narrowed down the five best performing post types so that no matter what’s trending this week, your content will come out on top.

Animal Videos

It’s no surprise that videos featuring clumsy kittens and playful puppies occupy top spots in our newsfeeds. Posts featuring the cuddly antics of animals are guaranteed crowd pleasers, racking up hundreds of likes and reactions. Considering how video outperforms all other content types (on average, video posts on Facebook get at least 59 percent more engagement) it’s a no-brainer that videos involving animals are among the most engaging and memorable.  

Looking to add a dose of cuteness to your social posts? Incorporate animals sparingly and where it makes sense. A home goods store may post a photo of a pup lying happily on their sofa, while a fashion retailer can advertise their line of active wear on a model running alongside her furry friend. Invite fans to share photos and videos of their pets or run a “Cutest Pets” contest. The opportunities are endless (and adorable!)

However, a word of caution: tread carefully when featuring animals in your posts to ensure that your videos get massive engagement for the right reasons. It’s your responsibility to make sure the animal is well cared for, relaxed, and not placed in any situations where they could be harmed or threatened. A little research and extra care go a long way here.


How often have you heard the phrase “you eat with your eyes first?” It seems impossible to imagine a time when our feeds haven’t been filled with stacks of homemade waffles, juicy burgers, and close-ups of artisanal donuts, making us continuously hungry and giving rise to the term “food porn”. With an abundance of food blogs and meal preparation kits like Hello Fresh, the torrent of food photography is only expected to continue (after all, if you don’t post a photo of a delicious meal, did it really happen?)

Understandably, mouth-watering food photography doesn’t make sense for every brand, but you’d be surprised at how applicable a meal can be if you’re willing to think outside the box. A personal finance brand could showcase a series of luxurious meals as what people can expect with all the money they earn with you, while a pet food brand could present a side-by-side image of a delicious meal for you and one for your dog, showcasing how the brand translates to a delicious meal for your pup. Of course, if you’re a food brand, go crazy with creating mouthwatering videos, appetizing close-ups, and fun recipes for your followers.

DIY and “How-To” Videos

Have you ever wondered how to build your own oak bookshelves or make delicious cake pops? Turns out, self-sufficiency is big business. While the DIY movement is nothing new, the rise of dedicated DIY blogs, YouTube channels, and branded videos have caused an explosion of makers and crafters in recent years who are eager to share their creations with an enthusiastic audience.

For brands, DIY and “how to” videos provide value and expertise to your audience in addition to getting them engaged with your product or service. To make the most of these videos, think of what special services your brand can offer consumers. Are you a home improvement store looking to highlight planting tips for the summer months? A fashion retailer showing how to style a trendy piece? No matter what your end goal, make sure your DIY videos are actionable, helpful, and realistic.


In real life, lists aren’t so fun (just think of your weekly grocery list). But on social platforms, lists are often among the top performing pieces of content. Recap videos, countdowns, “Top 10” lists, and lists featuring helpful tips or tricks have enjoyed a surge in popularity that shows no signs of slowing.

The good news is that the list post type is the easiest to implement into your social strategy. Almost anything can be made into a list, and the graphic heavy videos that often accompany them are simple to produce. Have fun and get creative with your lists (“10 Things to Do Instead of Cleaning Your House”, “5 Delicious Dinners to Make This Week”, and “The Top 10 Fashion Trends of Summer” are just a few examples).


It’s no surprise that consumers are heavily influenced by what they see on social media. With that in mind, why not tap into the positive experiences your own consumers are posting and turn UGC into campaigns for your brand?

75% of social media users say that user generated content makes branded messaging more authentic, and a report from BazaarVoice revealed that shoppers that interact with UGC are 97% more likely to convert with a retailer than customers who do not. That’s a lot of untapped potential!

Wondering where to start? The good news is that quality UGC is right at your fingertips. Use your brand’s hashtags, fan comments, and mentions to search for fan-made posts that feature or mention your brand. Refine your UGC sourcing and sharing process and you’ll be rewarded with relatable, relevant content that builds and celebrates your community.

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