February 25, 2025
The social media landscape is continually shifting, requiring businesses and creators to adapt their content strategies to meet the unique demands of each platform. Here’s a breakdown of what content types work best on Instagram, Facebook, TikTok, LinkedIn, and X (formerly Twitter) based on trends and Australian user behaviour in 2025.
Instagram remains a hub for visually-driven content, with short-form videos, high-quality images, and carousels taking centre stage. Reels are Instagram’s fastest-growing feature, providing businesses with a powerful tool to showcase bite-sized tutorials, product highlights, and behind-the-scenes moments. High-quality images continue to be relevant, particularly for industries like fashion, travel, and food, where aesthetics are key. Carousels, which allow users to swipe through multiple images or graphics, are ideal for step-by-step guides or storytelling sequences. Additionally, interactive features like polls, Q&A, and user-generated content in Stories help deepen engagement and foster community connections.
The 2023 media space felt pressure from the ongoing economic issues with many audiences re-evaluating their spending and consuming behaviours. These changes will be expected to alter the 2024 media space further. Despite gradual declines in user numbers, Facebook retains a significant audience, particularly for community-oriented content. Video content continues to lead, with long-form videos and Facebook Lives performing well for tutorials, Q&A sessions, or event launches. Short, impactful clips between 3–5 minutes are particularly effective for storytelling. Authentic images paired with impactful captions can also spark meaningful conversations. Facebook Groups offer unique opportunities for businesses to share polls, tips, or curated discussions within niche communities, fostering a sense of belonging and trust. Overall, authentic and community-driven posts that highlight relatable stories and testimonials are key to maintaining engagement.
TikTok’s dominance in the short-form video space shows no signs of slowing down, making it a vital platform for reaching younger demographics. Videos under 60 seconds that feature relatable humour, quick hacks, or engaging product demos perform exceptionally well. Partnering with influencers or creators helps to capture authentic content which can amplify reach and credibility. Brands should also actively participate in trending hashtags and challenges or create their own branded challenges to engage audiences and encourage creativity on the platform. Authenticity is crucial on TikTok; raw, unpolished content often resonates more deeply with viewers than overly produced videos, making it essential to connect on a personal level.
LinkedIn is expanding beyond its traditional role as a professional networking platform, with businesses increasingly incorporating relatability and humour into their content strategies. Text posts highlighting workplace anecdotes, leadership lessons, or quick industry insights perform well, sparking engagement among professional audiences. For in-depth thought leadership, long-form articles provide an excellent way to showcase expertise. Video content, such as short clips of employee stories, keynote speeches, or day-in-the-life features, is gaining traction as a tool to humanise brands. Infographics and data visualisations summarising key industry statistics or reports also perform strongly, offering value-driven content for LinkedIn’s professional audience.
X, formerly known as Twitter, remains a platform for concise, real-time updates and conversations. Text-based tweets that are snappy, insightful, or humorous drive retweets and engagement. Threads, which allow creators to expand on ideas or share detailed insights across multiple tweets, have become a popular way to deliver in-depth content. Multimedia posts, including eye-catching images, GIFs, and short videos, significantly boost visibility and engagement. To stay relevant on X, businesses should monitor trending topics and join conversations with cultural fluency, ensuring their content aligns with their brand voice and resonates authentically.
In 2025, businesses and creators must craft platform-specific content strategies to maximise engagement. By embracing Reels and Stories on Instagram, fostering community on Facebook, leveraging TikTok’s creative trends, blending professionalism with relatability on LinkedIn, and engaging in timely conversations on X, brands can build meaningful connections with their audiences. Staying agile, innovative, and authentic will be critical for social media success in the year ahead.
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