In the digital age, social media marketing has become an essential tool for businesses, individuals, and organizations seeking to build their brands, engage with audiences, and achieve specific goals. The key to successful social media marketing lies not just in the platforms used, but in the types of content shared. Social media content comes in various formats, and understanding what type of media most of the content falls under can give brands a competitive edge in tailoring their marketing strategies. Content plays a pivotal role in reaching audiences, conveying messages, and influencing behaviors. So, what type of media makes up most of the content in social media marketing? This question, although simple, requires a deep dive into the different kinds of media commonly used on social platforms. In this article, we’ll break down the major media types and explore how they shape social media marketing.
What Are the Main Types of Media in Social Media Marketing?
The different forms of content on social media can generally be classified into three broad categories: owned media, earned media, and paid media. These categories help marketers understand the nature of their content, how it was created or obtained, and how it contributes to their overall strategy. Each type of media serves a unique purpose in the digital ecosystem and is crucial for effective social media marketing. Let’s break them down to get a clearer picture.
What Is Owned Media?
Owned media refers to any content that a brand creates and controls. It is the content that a company owns outright, such as its website, blog, email lists, and social media profiles. This type of media is incredibly important because it gives brands the flexibility to directly engage with their audiences without the interference of third parties. Owned media allows brands to craft their messages, shape their online presence, and build a loyal following.
On social media, owned media often includes the content posted directly on a brand’s social profiles, including Instagram feeds, Facebook pages, YouTube channels, Twitter profiles, LinkedIn pages, and more. Examples of owned media content include status updates, videos, images, blog posts, and articles published on a brand’s official accounts.
Why is owned media so valuable in social media marketing? First and foremost, it offers control. Brands can decide the tone, message, and frequency of content shared. Secondly, it builds long-term relationships with followers. When customers like, follow, or subscribe to a brand’s owned media, they are more likely to receive regular updates and become more engaged with the brand over time. Owned media can be seen as the foundation for building strong brand identity and increasing customer loyalty.
What Is Earned Media?
Earned media refers to the content that a brand gains through external sources—content that is not directly created or paid for by the brand. This type of media is often the result of public relations efforts, word-of-mouth marketing, or user-generated content. It is earned because it stems from the actions of other people or organizations, rather than being paid for or controlled by the brand itself.
On social media, earned media often manifests as mentions, shares, comments, reviews, and ratings that users or other companies post about a brand. Influencers, customers, or even other businesses may create content that promotes a brand, and that content is often shared by followers or the brand itself. For instance, when customers post pictures or videos using a product on Instagram and tag the brand, it counts as earned media. This also includes press coverage, influencer endorsements, or organic viral content that spreads across the internet.
Earned media is considered to be highly valuable because it carries an inherent level of trust and credibility. Unlike paid advertisements or self-promotion, earned media content is seen as more authentic and objective because it comes from external sources. When users share positive content about a brand or product, it acts as a powerful form of social proof, helping to build credibility and trust with potential customers. This makes earned media one of the most influential components of any social media marketing strategy.
What Is Paid Media?
Paid media refers to any content that a brand pays for to gain exposure, visibility, or engagement. It includes advertisements and sponsored content placed on social media platforms, search engines, websites, and more. In social media marketing, paid media typically involves paid social ads such as Facebook Ads, Instagram Ads, Twitter Ads, and LinkedIn Sponsored Content.
The content in paid media may resemble organic content in appearance, but it’s strategically promoted to reach a broader audience. Brands can choose to pay for media placements based on various targeting options, such as demographics, interests, behaviors, and location. Examples of paid media include banner ads, promoted tweets, Instagram story ads, and video ads on YouTube.
Paid media is an essential part of social media marketing because it allows brands to quickly scale their reach and target specific groups. While owned and earned media require time to build momentum, paid media provides immediate results. It can be used to promote specific products or services, boost brand awareness, drive traffic, and increase conversions. The key to maximizing the effectiveness of paid media is careful targeting and optimizing ad campaigns based on metrics such as click-through rates, impressions, engagement, and return on investment (ROI).
How Does Visual Content Fit into Social Media Marketing?
Visual content is one of the most effective types of media used in social media marketing. In a world filled with short attention spans, visuals are the fastest way to grab a user’s attention and communicate a message. Content in the form of images, videos, infographics, and animations are more likely to be shared, commented on, and remembered by audiences than plain text.
How Important Are Images and Graphics?
Images are one of the most commonly used forms of media in social media marketing. Research consistently shows that posts with images get significantly more engagement than text-only posts. Whether it’s a product photo, a behind-the-scenes shot, or a shareable meme, images can increase a post’s reach and visibility. Instagram, Pinterest, and Facebook are all platforms that thrive on image-based content, where visually appealing photos help drive user interaction.
For brands, using high-quality images that align with their visual identity is essential. The imagery used should be consistent with the brand’s message and values, as it plays a major role in shaping the audience’s perception. Visual storytelling, through images, can also evoke emotions, build connection, and communicate complex ideas quickly and effectively.
How Does Video Play a Role?
Video content has taken the social media world by storm, becoming one of the most powerful tools for engagement and marketing. Platforms like YouTube, TikTok, Facebook, and Instagram have placed heavy emphasis on video, allowing for diverse forms of content such as tutorials, product reviews, live streams, and behind-the-scenes footage.
Videos are engaging and allow for a deeper connection with the audience. Unlike images, videos combine motion, sound, and narrative, which can captivate viewers and keep them hooked. Video marketing has proven to be highly effective in conveying brand messages, increasing conversions, and driving action. Live video is particularly powerful because it allows brands to interact with viewers in real-time, creating a sense of urgency and authenticity.
What Role Do Infographics and Memes Play?
Infographics and memes are examples of content that fall under the category of visual media. Infographics are powerful tools for communicating complex information in a digestible and visually appealing format. By combining data, statistics, and design elements, infographics can educate the audience while also providing shareable content that amplifies a brand’s message.
Memes, on the other hand, have become a dominant force on social media, offering a humorous or relatable way to convey messages. Memes are highly shareable and often go viral, making them an effective form of earned media. When used appropriately, memes can humanize a brand, making it more approachable and appealing to a younger demographic.
How Does Text-Based Content Fit Into Social Media Marketing?
While visual content dominates social media, text-based content still plays an important role in conveying messages and building engagement. The combination of visuals and text is often the most effective way to communicate on social media. Text-based content includes status updates, tweets, captions, blog posts, and articles, and can complement visual content by providing context or additional information.
How Do Captions and Hashtags Enhance Posts?
Captions and hashtags are essential components of social media content. A well-written caption can provide context, encourage engagement, or prompt a call-to-action (CTA). For example, a brand might use a caption to ask followers to share their thoughts, tag a friend, or visit a website. Hashtags, on the other hand, help categorize content and make it discoverable by a wider audience. Trending hashtags can increase the visibility of posts and attract new followers.
How Do Blogs Contribute to Social Media Marketing?
Blogs and articles often supplement social media marketing efforts by providing in-depth content that educates and informs the audience. Blog posts can be shared on social platforms, driving traffic back to the brand’s website. Well-written articles help establish the brand as an authority in its industry and provide value to followers, which in turn can drive conversions and build trust.
Conclusion
When it comes to social media marketing, the content you produce falls under various types of media, including owned, earned, and paid. However, visual content—such as images, videos, and graphics—has become the most dominant form of media used on social media platforms. This is due to the fast-paced nature of social media, where visuals are more likely to capture attention and prompt action. That said, text-based content still plays a critical role in providing context, enhancing engagement, and building relationships with audiences.
Ultimately, a successful social media marketing strategy relies on a combination of all these media types. By leveraging owned, earned, and paid media, along with strong visual and text-based content, brands can build a robust presence on social media, engage with their audience, and drive measurable results.
Related Topics
- What Are the Key Elements of a Social Media Marketing Strategy?
- What Is Social Media Marketing?
- What is Organic Social Media Marketing and Why Does It Matter?
