For many B2B organizations, it can be difficult to create engaging social posts that inspire audiences. However, 2021 has taught us that certain types of content attract the right followers more than others. If you choose only one content type you publish on your organization’s social media channels in 2022, make it real photos of real people.
Real photos top the list of the highest-performing social post content for both our clients and ddm in 2021. Still, a photo isn’t the only content type that performs well.
Here are the four highest-performing content types for B2B organizations on social media.
1. Real photos of real people
Almost every single one of our clients’ top posts included, or was comprised completely of, photos of real people. ddm’s top 3 posts of 2021 all included photos of real people.
The top performing photos from our clients showcased:
- Team meetings and gatherings
- Employees at trade show booths
- Employees who received an award
2. Video + animation
Video and animated content is dominating social media—and not just on TikTok. Our clients saw huge success with video on LinkedIn. Videos on LinkedIn earn an average of 3x the engagement of text posts.
B2B organizations are also looking for ways to incorporate short-form video on Instagram using Reels and Stories.
Top performing videos from our clients showcased:
- Animated GIFs
- Video slideshow of photos
- Long-form produced videos (longer than one minute)
3. Infographics
Infographics are a great way for B2B organizations to present a lot of information in an easily digestible, helpful, and visually appealing way. They are perfect for social media because they are not only engaging but also shareable.
Top performing infographics from our clients showcased:
- Health condition risk factors
- Health condition symptoms
- Key statistics and facts
4. Important industry news
While the top three content types may feature your organization, this fourth type focuses on your industry as a whole. Your followers like to know that you are in touch with the latest news, developments, and innovations in your field.
Your followers also want to be informed on relevant industry news.
Top performing industry news from our clients showcased:
- Passed legislation
- New clinical research
- New partnerships and acquisitions
Using photos, videos, and infographics on social media channels is an effective way to engage target audiences, but the creative element is only half the battle. Great creative brings people in and makes them think, but if you accompany that with great copy, you’ll inspire them to act.
We’ve detailed a list of 15 questions that help writers beat writing fatigue to craft more compelling social media content.