Sprout Social has released the 2024 Social Media Content Strategy Report based on a survey of over 4,500 consumers across five countries to analyze user preferences and behaviors across major social media platforms.

The study reveals that 66% of social media users find “edutainment” content—material that educates and entertains—to be the most engaging form of brand content.

Despite the social media ecosystem becoming more complex, consumer engagement with brand content remains high. 

The report indicates that 48% of social media users have interacted more with brand content over the past six months, while 36% maintained the same level of interaction.

Platform Usage and Demographics 

Instagram leads in user profiles, with 84% of social media users having an account. Facebook follows closely at 83%, with YouTube at 78%.

The report breaks down platform usage by generation:

• Instagram: Most popular among Gen Z (91%) and Millennials (86%)
• Facebook: Highest usage among Gen X (92%) and Baby Boomers (91%)
• YouTube: Strong across Gen Z (83%) and Millennials (80%)
• TikTok: Dominates Gen Z (86%) and Millennial (73%) demographics

Content preferences vary by platform:

• Instagram: Short-form video (<15 seconds) and static images perform best
• Facebook: Text posts are the most engaging, followed by static images
• YouTube: Long-form video (>60 seconds) is preferred
• TikTok: Short-form video (15-60 seconds) is the most popular
• X (formerly Twitter): Text posts are the most engaging content type

Platform-Specific Insights

Instagram emerges as the top channel for product discovery, with 61% of social users turning to the platform to find their next purchase. It’s also the preferred channel for customer care among 72% of Gen Z users.

Facebook remains a key platform for customer care, especially among older demographics. It’s the top choice for Millennials (71%), Gen X (72%), and Baby Boomers (79%) seeking customer support.

TikTok is not just a social network for Gen Z; it’s also their primary channel for news (63%) and product discovery (77%).

LinkedIn users seek more than job opportunities. When interacting with brands on the platform, they prioritize educational product information, community management, and customer support.

Pinterest is perceived as more positive than other platforms. Over half (51%) of social users think so, and this perception rises to 60% among Gen Z users.

Source: Sprout Social

Content Production and Quality 

The report notes that brands published an average of 10 posts per day across networks in 2023, with some industries doubling or quadrupling that number. 

Additionally, 91% of social users say brand content’s production value and budget impact their engagement.

Implications for Marketers

The report suggests that marketers should focus on creating high-quality, platform-specific content that balances entertainment and education.

While video content remains popular, the effectiveness of text posts on platforms like Facebook and X indicates that a diverse content strategy is key.

“Reaching consumers in today’s over-saturated landscape starts with staying adaptable, listening to customer needs, and prioritizing content that resonates,” the report states.

Read the full report here.