Social-media firm Buffer has plenty of data on what posts work (and don’t) across the big platforms. Now it has shared tips for the best content formats across TikTok, Instagram, Facebook, Threads, LinkedIn and X.
You can read the full post here, but highlights include the news that we may need to stop calling TikTok a ‘short video’ app, as carousel photo-posts and text posts are “proving surprisingly competitive” in how many views they get.
This is based on an analysis of 1m TikTok posts sent through Buffer’s social-media management tools.
As for Instagram, reels continue to generate the most reach on average , but carousels also perform strongly – and when Buffer measured engagement rather than just reach, carousels actually came out on top.
(For more on how Instagram’s different formats work, read our report on a talk last November by Meta exec Dan Biddle, in which he broke everything down.)
Other findings from Buffer’s study include photos outperforming videos on Threads; images still reigning supreme on Facebook too; and text still seeing more engagement by some distance than other formats on X.