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Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Recently, we talked about our first impressions of Meta Threads. Now Meta Threads dethroned ChatGPT as the most downloaded app of 2023. It racked up 30 million downloads in just one day after launch and recruited 100 million users within its first five days. Clearly, this new platform is a powerhouse in the social media space, so it’s worthwhile to learn how you can use it for business.

Threads still has a lot of catching up to do compared to Facebook and Instagram (users on these platforms have surpassed one billion). But there are benefits you can tap into in the meantime. Since they’re all owned by the same parent company, we have plenty to look forward to in the coming years.

Let’s explore the role of Meta Threads in the social media ecosystem and how businesses can use it to grow their presence, brand image, and sales.

Building Your Meta Threads Strategy with Meltwater

Meta launched Threads as a social media platform designed to rival X/Twitter. This text-sharing app is made by Instagram and allows users to post text updates, join conversations, and view content published by others.

Users can download the app to their Android or iOS devices and access it with their Instagram login.

Threads was designed to be a direct competitor to X/Twitter, a microblogging platform made for posting quick quips and short-form content.

Despite its similarities to X/Twitter, Meta Threads includes several unique features that have lured more than 137 million users to date:

Text posts up to 500 characters (for comparison, X/Twitter allows up to 280 characters)

Option to follow the same accounts you follow on Instagram

A feed that includes content from followed accounts and recommended content

Algorithmically driven instead of showing the newest content first

Ability to “mute” accounts rather than unfollowing or blocking them

Privacy settings to control who mentions you

Ability to choose who can reply to your posts

A setting to alert you when you’ve been browsing longer than a certain period of time to help minimize screen time

These features are unique departures from the X/Twitter platform. As with other social media platforms, we’re likely to see new features evolve based on user feedback and usage patterns.

Meta Threads officially launched on July 5, 2023. The app became available in most markets during its initial launch. However, the company initially withheld the app in the European Union in response to new digital laws.

The company will make Threads available in Europe sometime in December 2023.

Meta Threads has nearly 100 million of its users logging in and using the app at least once per month. Among them are celebrities with sizable followings, including Neymar, Selena Gomez, and Mr. Beast. 

<table class="table-primary alternate-color">
<thead>
<tr>
<th>#</th>
<th>Meta Threads Account</th>
<th># Meta Threads Followers</th>
</tr>
</thead>
<tbody>
<tr>
<td style="text-align:center;">1</td>
<td>Neymar</td>
<td>10.1 Mio</td>
</tr>
<tr>
<td style="text-align:center;">2</td>
<td>Selena Gomez</td>
<td>9.6 Mio</td>
</tr>
<tr>
<td style="text-align:center;">3</td>
<td>Kylie Jenner</td>
<td>8.1 Mio</td>
</tr>
<tr>
<td style="text-align:center;">4</td>
<td>Kim Kardashian</td>
<td>7.1 Mio</td>
</tr>
<tr>
<td style="text-align:center;">5</td>
<td>Mr. Beast</td>
<td>5.8 Mio</td>
</tr>
<tr>
<td style="text-align:center;">6</td>
<td>Jennifer Lopez</td>
<td>5.5 Mio</td>
</tr>
<tr>
<td style="text-align:center;">7</td>
<td>Shakira</td>
<td>5.4 Mio</td>
</tr>
<tr>
<td style="text-align:center;">8</td>
<td>Will Smith</td>
<td>5.1 Mio</td>
</tr>
<tr>
<td style="text-align:center;">9</td>
<td>Chris Hemsworth</td>
<td>4.8 Mio</td>
</tr>
<tr>
<td style="text-align:center;">10</td>
<td>Chloe Kardashian</td>
<td>4.7 Mio</td>
</tr>
</tbody>
</table>

Threads isn’t just for household names, though. Businesses and individuals can join the app, follow accounts, and post their own content. 

Brands like Glossier, Target, Starbucks, and Spotify are using the app for marketing campaigns. But again, you don’t have to be a globally recognized name to make the app work for you.

Fans eagerly lined up to join Meta Threads. The site garnered 1 million sign-ups within the first hour and doubled its user base within the next hour.

But daily activity has significantly slowed — as much as a 79% decline post-launch. And the app is struggling to attract new users.

One possible answer is that people simply don’t know how to use it. They’re unsure of what to post and what type of content will do well here.

With Threads’ direct connection to Instagram, users may have difficulty jumping the gap from visually inspiring photos and videos to text-based posts. 

There’s also some fuzziness in regard to Threads’ purpose, beyond being a X/Twitter alternative. This is a key question that underpins a new social media platform’s success — simply having users and content doesn’t guarantee longevity. A platform needs a clear purpose that makes it feel vibrant, useful, valuable, and worth spending time on.

While activity and user growth have stagnated, Meta CEO Mark Zuckerberg remains optimistic about the future of Threads. The company has incorporated user-requested features, like a search option, along with other features, like a mention button that lets you effortlessly mention others in your posts.

Other features are in the works, including a tagging feature similar to hashtags.

Meta Threads is a slice of Instagram, having been developed by the same team and accessible only to Instagram users.

Threads is marketed as a text version of Instagram, although it appears more like a clone of X/Twitter. But there’s more to both apps than the text vs. image conversation.

Here’s a side-by-side breakdown of each:

<table class="table-primary alternate-color">
<thead>
<tr>
<th>Meta Threads</th>
<th>Instagram</th>
</tr>
</thead>
<tbody>
<tr>
<td style="text-align:center;">Text-focused with photo and video capabilities</td>
<td>Photo- and video-focused, with text-based captions and hashtags</td>
</tr>
<tr>
<td style="text-align:center;">Content isn't as personalized</td>
<td>More customization regarding the content you see</td>
</tr>
<tr>
<td style="text-align:center;">3Not as many features or content types</td>
<td>Offers lots of features, like <a hrefs="https://www.meltwater.com/en/blog/instagram-stories" target="blank">Instagram Stories</a> and <a hrefs="https://www.meltwater.com/en/blog/instagram-reels">Instagram Reels</a></td>
</tr>
</tbody>
</table>

Keep in mind that Threads isn’t designed to be like Instagram. Rather, it’s about giving Instagram users another way to attract and connect with an audience.

One of the OG’s of social media, Facebook continues to dominate the social spheres with more than 2 billion daily active users. Its name has staying power, which gives Threads immediate street cred and a strong foundation for success.

But other than sharing the same parent company, the Facebook Threads relationship is pretty nonexistent.

The two platforms have very different audiences, features, and user interfaces. Users engage with each platform differently. And unlike Facebook, which has an impressive suite of business tools, the Threads app offers very few ways to run marketing campaigns. 

That’s because it hasn’t been monetized by Meta — at least, not yet. The company wants the platform to become more established first.

There’s one more unique piece of the Facebook Threads connection: Meta is using Facebook to promote the Threads platform.

A move that’s been deemed controversial by many users, Meta is sharing users’ Threads content on Facebook. Offering no way for users to opt out, Meta shines a light on what people are posting on Threads in an attempt to grow the platform.

Most new social media platforms come with a learning curve. But since Threads is designed to be a clone of X/Twitter, some features have already been tested and tweaked.

If you’re already on Instagram, you get an extra boost with the option to follow all the same accounts on Threads. Your Instagram followers also have this option when they join Threads, which can help you gain a built-in audience effortlessly.

This puts brands in a somewhat better position to try a “new” platform and create a strategy for it. With this in mind, let’s look at some ways you can use Meta Threads to achieve your business goals.

The short-form nature of Threads means quick content like polls and questions fit well within its format. Ask your audience questions about your products or services, or throw in a few just-for-fun questions, Buzzfeed-style.

Threads is a great place to tease new products, promote existing products or services, or ask your audience what they’d like to see next. 

Like its Instagram counterpart, Threads is a community of inspiration. Or at least, it’s getting there. Brands like Target are using the platform to draw attention to various products and brands they carry. This is a great way to create anticipation about new launches or draw attention to items customers might have overlooked.

If you’re thinking about bringing in a new product line or experimenting with a new feature, Threads can be a great place to collect user feedback. Since Threads users are also on Instagram, they’re no strangers to giving their two cents on what they like and don’t like. 

Share a product photo or video or link to a landing page that explains what you’re doing and watch the comments roll in.

Get your followers excited for what’s to come. Threads gives you a platform to share exclusive announcements, from product launches to new blog posts to awards and contests. 

Exclusive content can also be a great way to grow your following on Threads. It gives people access to your brand they can’t get anywhere else, which gives them even more reason to follow you.

What you post on Facebook doesn’t always work for Instagram, and vice versa. But sometimes it does, and you can take advantage of cross-posting to save on content creation. Repurpose content from other social channels to help build brand consistency and stay active within each of your social communities.

Tip: Learn more about repurposing content.

Whether you’re embarking on a new Meta Threads social media marketing strategy or are looking to grow your existing following, one of the key pieces of success is knowing what to post. This comes with learning who your audience is and what they like and dislike so you can give them more of what they want.

Meltwater helps you do exactly this with advanced social listening and audience analysis. Learn more about who your followers are, the content they engage with, when they’re active on social media, and myriad other data to help you hone your social strategy. Discover trending topics and how customers are feeling about certain issues so you can connect with them authentically. Meltwater empowers you with data so you can trade guesswork for results.

Learn more when you request a demo by filling out the form below.

What Is Meta Threads and How Can You Use It for Your Business?

A blank screen is a mortal enemy of a content marketer. You need to create new content to engage your audience, but the ideas just aren’t flowing. Reality check: Your next great idea might already be in your content collection. That’s the beauty of content repurposing.

Content repurposing makes it easy to get as much use out of the old content you already have. It gives new life to all the hard work you’ve already put into your B2B content marketing. When you can introduce the same ideas in a new format, you can expand your content’s reach and get in front of a bigger audience.

Here’s what repurposing looks like in a content strategy and examples of content repurposing done well.

So, what is content repurposing, officially? We define content repurposing as the practice of turning one piece of content into a new format — for instance, making a TikTok video out of a blog post.

You can use some or all of the elements in an existing piece of content in your new content. If you’re repurposing a blog post on the top five places to travel this summer, you could easily turn the entire post into an infographic. Using that same blog post, you could create a TikTok video using the title and the names of the five locations as video captions – no other context needed! 

Content marketers often get caught up in the idea they have to produce new content all the time. And that’s true — but “new” content isn’t always what you think.

When you repurpose a piece of high-quality content, you are creating new content. The difference is you’re not having to start from scratch. You’ve already done the hard work. Now, you’re turning all your ideas into a new content format.

A blog post can double as a lead magnet. Podcast episodes can easily be turned into a YouTube video series. Use your email list to drive traffic to all the different content you’re creating — that gives you plenty to talk about with your email audience, too!  

Get inspired to create your next video with this list of 50 Delightfully Simple Video Content Ideas for Your Online Business.

Content repurposing allows you to scale your content marketing strategy much faster and more cost-effectively compared to creating all new content for all your channels. You can spend less time researching and brainstorming. Use that extra time tweaking your content for different channels.

That’s a huge advantage, given it takes anywhere from 1 to 6 hours to create just one piece of content. When you’re not busy reinventing the content wheel, you can engage more people and create more opportunities for ROI.

Now that you have a solid content repurposing meaning, what should you do with it? We suggest starting with these best practices when developing your strategy:

Evergreen content maintains a much longer shelf life than timely content. Stories around the iPhone 4S, the rise of Snapchat, the ice bucket challenge — that’s old’s news!  

Repurposing evergreen content allows your content to remain relevant for longer. If you’re focusing on topics that are trending for the moment, they might be old news by the time you repurpose them into new formats. Choose topics that people are likely to be interested in no matter what else is happening in the world.

Not to be overly meta, but an article on repurposing content for social media works well in this case. It’s something content marketers will always be interested in.

Plus, this topic could work for a blog post, video content, guest post, e-book, email series, slide deck, webinar, instructographic, LinkedIn post, content upgrade, and even a case study!

Repurposing marketing content doesn’t mean copying and pasting your content into different formats. To do it right, you’ll need to think about how and where you’re going to share it and who will be viewing it.

You wouldn’t want to read your old blog posts word for word in a YouTube video. It’s too wordy, which makes it harder for your audience to follow along.

But your blog content could give you a solid foundation for a video. Use the same ideas but present them in a visually appealing way. Take a conversational tone, like you’re talking to your viewers directly. Videos also have features that blogs don’t, such as sound effects, background music, transitions, and more.

When repurposing written content into video content, make sure you familiarize yourself with the file sizes and constraints of the different social media networks. Check out all of the video sizes in our Ultimate Guide to Social Media Video Sizes blog.

This goes for any type of content repurposing. Figure out what makes each format unique and take advantage of those differences. 

Long-form content is among the easiest to repurpose since you can split it up into lots of smaller pieces of content. For example, if you’re making multi-part online courses, you can write a blog post about various parts of the course. Use those blogs to drive traffic to your course landing page!

Or, let’s say you have a long-form how-to guide that covers a topic in depth. You can break up chapters or sections into smaller videos, blog content, and social media posts.

The goal is to split up larger content pieces into bite-sized pieces. You’ll end up with an endless supply of content across all your channels, all without having to come up with new ideas. 

Think Outside Your Original Branded Content

Repurposing content doesn’t end with your own branded content. Marketers should look beyond their own content creation efforts and get help from user-generated content.

User-generated content (UGC) is content created by other people on your behalf. Unboxing videos, product reviews, testimonials, social media posts that tag your brand, and posts using your branded hashtags are all examples of UGC.

Reshare UGC on your social media channels. It gives the content new life while also getting it in front of a wider audience. It also allows you to build quick social proof. UGC shows how much other people care about your brand, giving you instant credibility.

You can also repurpose content in your guest post strategy. Think about the types of content you already have and can link to in a guest post. Use a topic you’ve already written about as a foundation for your guest post, then link back to your original work to support your new content. You’ll get in front of a new audience, plus you’ll have earned a backlink! 

You can more easily make repurposed content part of your normal workflow with the right content repurposing software and tools. Here are our top picks to help you reuse more of your quality content.

Read more on the best content marketing tools in this blog.

Not to brag, but Meltwater comes in handy when creating repurposed content. Use Meltwater's social listening features to find trending topics on social media and beyond. Compare your findings to content you’ve already created to see what your audience will be most interested in. Then, put your repurposing efforts to work to stay part of essential conversations.

Meltwater can help you identify your high-performing posts, too. This is a good indication that your audience is intrigued by your content. Knowing this, you can test new formats to share this same information in different ways.

You can also use Meltwater's social media management suite to publish your repurposed content across multiple social accounts. Once you create your repurposed content, upload it to Meltwater for social media publishing. Make custom edits for each channel and fine-tune your content to fit each format.

Framing your content into new formats usually requires adding or enhancing visual elements. Piktochart was built for this role.

Similar to Canva, Piktochart features ready-to-use templates that you can customize to your liking. Quickly copy and paste your blog post stats into an attractive one-sheeter. Turn your X (formerly known as Twitter) polls into visual images that are ideal for resharing. Or transform your listicles into eye-catching infographics.

Another purpose-built tool for content repurposing, Designrr does a lot of the heavy lifting for you. It can pull text-based content from a number of sources, such as a blog article or PDF. From there, you can choose a different content format and Designrr does most of the rest.

For example, you can choose the e-book option and easily add a cover page, page numbers, and images. Attractive visuals make your content instantly more shareable, which also helps you expand your reach.

Need some inspiration to help you build a content repurposing workflow? These examples show the potential for using repurposed content in your strategy:

Turn Your Blogs into Videos (and Vice Versa!)

Studies show that 80% of people would prefer to watch a video rather than read a blog post. But there are also plenty of people that enjoy reading blogs. Cater to both sides of the same coin by repurposing blog content in your videos, and vice versa.

At Meltwater, we practice what we preach. Above is an example of how we converted our blog on How To Be Successful With Instagram Marketing into a YouTube video. They each touch on the same topics but offer slightly different information in their respective formats. Plus, the YouTube video link is right there on the blog article page, making it easy to enjoy the content in whatever format you prefer.

Use Customer Testimonials for Social Media Posts

Repurposing social media content has never been easier if you have customer reviews and testimonials. Just grab some feedback, turn it into a nice visual, and post it on your channel as an organic post or paid ad.

Boxed did exactly this and repurposed the same testimonial as a static ad and an animated GIF on Facebook.

Blog content can go stale, especially if you include stats, figures, and examples in your posts. Eventually, those stats will change, which will require more up-to-date research. You can also usually find better or more relevant examples to illustrate your points.

Updating your blogs and reports is a great way to repurpose your ideas. It gives you new reasons to share them. Promote the updates via your email list or on social media. Then, create other types of content using those new stats and examples.

This is also a good opportunity to update your call-to-actions. Make sure your CTAs are actionable and directed toward your target audience. A well-designed CTA can help you improve your click-through rate and take more users to the next step.

Bottom line: You don’t need a dedicated content repurposing service to take advantage of reused content. With the right tools and a little imagination, you can get more from every piece of content you create!

Fill out the following form to speak to one of our reps about how to utilize social listening and media monitoring for your content repurposing strategy!

Repurposing Content: Definition, Software, Examples

Content is still king in social media management. It provides the foundation for your social media strategy beyond coupons, ad videos, and sales pitches. Content is what makes your brand look and sound real and positions you as a leader in your field.

That said, we’re well past the days when a brand could create content for the sake of content and expect it to “work.” It’s not really about the content itself, but rather the personality and intentions behind it.

Today, effective content is all about purpose and strategy. Your content should not be self-serving. but rather able to leave your audience a little better than you found them.

What does it take to create innovative social media content in 2025? Here are our top insights, suggestions, and favorite examples.

4 Ways to Build Your Social Media Content Strategy

Innovative Ideas for Social Media Content to Try Today

Let’s start with a definition. Social media content is any content (e.g. blogs, images, videos, quizzes, infographics, etc.) created specifically for social media. Content can take a wide range of forms and be used for various purposes.

For example, a brand might create a meme to form an emotional connection with its audience. Or, you might share a behind-the-scenes video of how you create a fan-favorite product.

While social media content can be repurposed for other channels, the primary characteristic is that it’s designed to target social audiences.

Social media content marketing can be described as the intersection where social media and content marketing meet. Brands can optimize their content created for content marketing and share it on their social media channels.

This is a great way to get even more mileage out of every content idea you create. Your target audience has a greater chance of seeing your content, which in turn can drive higher social media engagement.

Though social media content and content marketing have a lot of overlap, the two aren’t quite synonymous.

At its heart, content marketing is all about providing value to the target audience. This usually takes the form of blogs, white papers, infographics, and how-to guides and videos, for example.

Your social media content can be these things, too. But they can also be user-generated content, memes, GIFs, creative videos and images, and many other types of digital marketing content that only make sense for social media marketing.

Every social media marketing strategy depends on content, whether it’s interactive media, user-generated content, your take on industry news, or repurposed content from other digital marketing campaigns.

Without content, your target audience has less reason to engage with you on social media. They have nothing to share on their newsfeeds with their own audience. There’s very little for them to remember you by as they’re scrolling through their friends’ pictures, funny videos, and even advertisements.

But when you have social media content, your brand starts to develop a presence beyond status updates.

Content plays an important role in achieving your digital marketing objectives. It helps to position you as a thought leader. It boosts brand recognition and audience engagement.

Eventually, you can start to build long-term relationships with your audience by constantly engaging with them. This can translate into greater brand equity, higher revenue, and an edge over your competition.

Creating content for social media can take many forms: immersive experiences, content series, contests, Q&As, and more. These content formats usually follow a social-first approach, but can often be repurposed for other channels.

A popular format is Ask Me Anything (AMA), where brands schedule real-time Q&As from the audience. This gives brands a chance to show off a personal side, plus you can raise awareness about your brand without coming off as salesy. In addition, this is a great opportunity to flex your expertise in your field.

If you’re aiming for high value, turn your customers’ most frequently asked questions into social media post ideas or even social media campaign ideas. You’ll have content ideas for weeks, plus you’ll be telling your audience things they actually want to know.

Social media takeovers are fun for brands and audiences alike. A brand can hand over access to its social media account to one of its marketers or an influencer or fan. That person controls the account for 24 hours and documents fun experiences, kind of like a Day in the Life of that person.

If there’s a holiday coming up, you might create holiday social media content to capitalize on current audience sentiments.

And sometimes, creating on-brand content for social media means letting your audience do all the work for you. This is called user-generated content, where your audience creates their own images, videos, and other content specifically for your brand. UGC might be part of a planned brand campaign, or it could happen organically.

Start by exploring the content possibilities for each platform. For example, LinkedIn has its own tool to create a blog post, while Instagram offers Instagram Stories, Reels, and videos as well as still images. Also, think about your social media followers on each channel and what they might be interested to see. 

No matter which social media platforms you’re using, make sure you check out our guide on what not to share on social media.

Now that you know more about the nuts and bolts of social media content, it’s time to use them to build a full-blown social media content strategy.

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