Sɛ woadi bere biara wɔ social media so nnansa yi a, ɛnyɛ den sɛ wubegye adi sɛ video ne nea ɛyɛ ne nyinaa ne nea ɛba awiei. Instagram Reels, YouTube Shorts, TikToks, LinkedIn’s video feed: ɛwɔ baabiara, na ɛte sɛ nea platform biara rekyekye ama no.Sɛ worehwehwɛ sɛ wobɛkyekye atiefo a, wɔtaa ka “video pii” ho asɛm sɛ mmuae.Nanso so ɛyɛ nokware? Ɛbɛda adi — sɛnea ɛtaa ba wɔ social media ho no — egyina so. Akyinnye biara nni ho sɛ video yɛ adwuma yiye wɔ platform ahorow bi so, nanso ɛnyɛ nea wɔatwa-na-ayow koraa wɔ afoforo so.Saa data yi fi yɛn 2026 State of Social Media Engagement amanneɛbɔ mu, a ɛhwehwɛɛ nsɛm ɔpepem pii mu wɔ platforms atitiriw nyinaa so.Na, asiane a ɛwɔ hɔ sɛ ɛbɛyɛ te sɛ clickbait-y video hook (pa kyɛw) — nea efi mu ba no betumi ayɛ wo nwonwa.Bere a video taa nya spotlight, ɛnyɛ bere nyinaa ɔkwan a eye sen biara a wɔfa so de wɔn ho hyɛ mu. Momma yɛnhwehwɛ sɛnea nneɛma ahorow yɛ adwuma wɔ Threads, TikTok, LinkedIn, X (kan no na wɔfrɛ no Twitter), Instagram, Facebook, Pinterest, ne Bluesky.Ansa na yɛbɛtutu mu no, Ts ne Cs a yɛtaa yɛ: Nsɛm a eye sen biara ma wo no gyina w’atiefo a wode w’ani asi wɔn so no so. Atiefoɔ biara yɛ soronko, enti ɔkwan biara nni hɔ a ɛbɛfata obiara a ɛbɛyɛ adwuma ama social media akonta biara.Sɛ mɛkyerɛ deɛ ɛyɛ adwuma yie ma wo a, mɛhyɛ wo nkuran sɛ fa sohyial media mu nsɛm ho nhyehyɛeɛ mfi aseɛ na, ɛfiri hɔ no, sɔ nsɛm ahodoɔ a ɛwɔ wo sohyial media mu nsɛm kalenda mu hwɛ.Fa data a ɛwɔ saa asɛm yi mu no di dwuma sɛ mfitiaseɛ a ɛbɛboa wo ma woahunu nsɛm ko a ɛda adi sɛ ɛbɛgye atom wo ne w’akyidifo.
Huruw kɔ ɔfã bi so: Nneɛma atitiriw a wɔde kɔ Best content format by platform — wɔ ahwɛyiye mu Nsɛm a ɛwɔ mu no kwan a eye sen biara wɔ TikTok so Nsɛm a ɛwɔ Instagram so a eye sen biara Nsɛm a ɛwɔ mu no kwan a eye sen biara wɔ Facebook so Nsɛm a ɛwɔ mu no kwan a eye sen biara wɔ Threads so Nsɛm a ɛwɔ mu no kwan a eye sen biara wɔ LinkedIn so Nsɛm a ɛwɔ mu no kwan a eye sen biara wɔ X so Nsɛm a ɛwɔ mu no kwan a eye sen biara wɔ Pinterest so Nsɛm a ɛwɔ mu no kwan a eye sen biara wɔ Bluesky so Enti, nsɛm a ɛwɔ mu no kwan bɛn na eye sen biara?
Key takeawaysLinkedIn carousels (PDF posts) nya median engagement rate of 21.77% — 196% boro video ne 585% sene text posts — a ɛkorɔn sen biara wɔ format biara so wɔ platforms nyinaa wɔ saa nhwehwɛmu yi mu.Instagram carousels drive 109% pii engagement per person reached than reels — but reels reach 2.25× more people than single-image posts, making format choice goal-dependent.TikTok video nya 77% pii engagement sen carousels ne mfonini (3.39% vs. 1.92% median engagement rate).Pinterest video nya 83% pii engagement sen mfonini (5.75% vs. 3.15%), ɛmfa ho sɛ platform no mfonini-di kan din.Threads video di anim engagement wɔ 5.55% — ɛkame ayɛ sɛ nsɛm a wɔde kyerɛw mmɔho abien (2.79%) — wɔ asɛnka agua a ɛne nkɔmmɔbɔ wɔ abusuabɔ titiriw so.Facebook ne asɛnka agua a ɛnyɛ nea ɛyɛ format-agnostic sen biara wɔ saa dataset yi mu: mfonini, video, ne nsɛm a wɔde kyerɛw nyinaa hyɛ wɔn ho wɔn ho ɔha biara mu nkyem biako mu.Wɔ X so no, nsɛm di anim a ɛwɔ 3.56% median engagement rate — nanso mfonini ahorow no atew nsonsonoe no so akɔ 5% pɛ.Reach and engagement often point in opposite directions: the format that du nnipa foforo a ɛsen biara nkyɛn (mpɛn pii no video anaa reels) ntaa nyɛ ɔkwan a ɛma akyidifo a wɔwɔ hɔ dedaw no nya nkitahodi a emu dɔ sen biara (mpɛn pii no carousels).On to the data. Ɛha na social media nsɛm a eye sen biara ma platform biara wɔ 2026.Best content format by platform — wɔ ahwɛyiye mu
Asɛnka agua so Ɔkwan a eye sen biara a wɔfa so yɛ ayeforohyia Engagement dodow a wɔde ma Nea ɔto so abien
LinkedIn so Carousels (PDF nsɛm a wɔde kyerɛw) . 21.77% na ɛwɔ hɔ. Video: 7.35% na ɛwɔ hɔ.
Pinterest Video 5.75% na ɛwɔ hɔ. Mfonini ahorow: 3.15%
Nhama a wɔde hyɛ mu Video 5.55% na ɛwɔ hɔ. Mfonini ahorow: 4.55%
Instagram Nneɛma a wɔde yɛ carousels 6.9%* na ɛwɔ hɔ. Mfonini ahorow: 4.4%*
Facebook so Mfonini ahorow 5.20% na ɛwɔ hɔ. Video: 4.84% na ɛwɔ hɔ.
TikTok a wɔde di dwuma Video 3.39% na ɛwɔ hɔ. Carousels/mfonini ahorow: 1.92%
X Nsɛm a wɔakyerɛw 3.56% na ɛwɔ hɔ. Mfonini ahorow: 3.40%
Bluesky a ɛyɛ bluesky Video 5 nkitahodi† . Mfonini ahorow: Nkitahodi 4†
*Instagram engagement rate a wɔsusuu sɛ ɔha biara mu nkyekyɛmu a wɔduru. Hyɛ no nsow: Reels yɛ adwuma sen formats nyinaa ma reach — 2.25× ɛboro mfonini biako posts.†Bluesky de median total interactions di dwuma sen engagement rate; data yɛ early-stage.✨So wunim? Sɛ ɛyɛ video, carousel, mfonini anaa text-post a, wubetumi ayɛ ho nhyehyɛe wɔ Buffer mu pɛɛ! Hyɛ aseɛ kwaThe best content format wɔ TikTokOn TikTok, video nya median engagement rate 3.39% — 77% korɔn sene carousels ne mfoniniposts — making it the clear top-performing format on the platform.Sɛ yɛbɛka sɛ video di tumi wɔ TikTok so a, ɛte sɛ nea yɛreka nea ɛda adi pefee no kakra. Video a wɔde kyɛ kwan tiawa no yɛ, ne nyinaa akyi no, saa ara.Ɛmfa ho sɛ TikTok de carousels (mfonini ahorow pii a wɔde to gua) aba nnansa yi mfe mu no, video ahorow da so ara yɛ TikTok algorithm no paanoo ne bɔta. Nea ɛyɛ anigye ne sɛnea nsonsonoe kɛse da so ara wɔ format abien no ntam.Wɔ nhwehwɛmu yi mu no, yɛde median engagement rate susuw nkonimdi ho. Yehui sɛ video ahorow twee anim yiye sen carousels ne mfonini ahorow a wɔde to gua.Hwɛ nɔma ahorow no yiye ni:🏅 Video ahorow no kae sɛ ɛwɔ soro, na ɛmaa wɔn a wɔde wɔn ho hyɛ mu no dodow yɛ 3.39% — 77% korɔn sen carousels ne mfonini ahorow a wɔde to gua wɔ 1.92%.🥈 Carousels ne mfonini ahorow a wɔde sii hɔ nea ɛto so abien, nanso ɛwɔ nsonsonoe kɛse wɔ video akyi.Sɛ worebɔ mmɔden sɛ wode wo ho bɛhyɛ TikTok so a, video nyɛ kyakyatow pa ara kwa — ɛyɛ nea eye kɛse.💡Mfinimfini (mfinimfini bo) a wode bedi dwuma sen sɛ wode bedi dwuma sen sɛ wode bedi dwuma no boa ma wonya mfonini a ɛyɛ nokware kɛse a ɛkyerɛ sɛnea nneɛma no yɛ adwuma ma adebɔfo ne nneɛma a wɔde yɛ nneɛma dodow no ara, a outliers a ɛboro so no nkyinkyim no nɔma.⏰Kenkan pii → Bere a eye sen biara a wode bɛto TikTokThe best content format on InstagramƐtaa te nka sɛ Instagram akɔ all-in wɔ video so, a Instagram Reels nya wɔn ankasa discovery feed ne mpo video editing app a wɔatu ho ama. Nanso yɛn data a aba foforo no ka biribi soronko: carousels di platform no anim a 6.9% median engagement rate — ɛkorɔn sen reels, mfonini biako, ne stories.However, adwumayɛ hwɛ soronko koraa bere a wohwɛ reach, sen engagement rate.Here's the engagement picture first. Yɛhwɛɛ median engagement rate sɛ ɔha biara mu nkyekyɛmu a ɛwɔ reach — ɔkwan foforɔ so no, nnipa dodoɔ a wɔhunuu wo post no ne no dii nkitaho ankasa.🏅 Carousels dii anim, a na wɔn a wɔde wɔn ho hyɛɛ mu no yɛ 6.9% — a ɛkorɔn sen biara wɔ format biara a ɛwɔ platform no so.🥈 Asɛm baa nea ɛto so abien wɔ 5.1%, ɛwom sɛ nhwɛsode kɛse a ɛwɔ ha no sua (n=520), enti fa ahwɛyiye di saa biako no ho dwuma.🥉 Mfonini biako dii akyi wɔ nea ɛto so abiɛsa mu wɔ 4.4%.4️⃣ Reels sii fam nea etwa to, a na ɛyɛ 3.3%.Nanso twɛn! cue video rewind sound effect Saa nhwehwɛmu yi nyɛ asɛm no nyinaa.Ɛha yi, yɛsusuu engagement rate. Nanso wɔtaa yɛ reels no yiye ma views sen sɛ wɔbɛyɛ saa nkitahodi ahorow yi, enti engagement rate a ɛba fam no nkyerɛ ankasa sɛ reels ntumi nyɛ adwuma. Ebia ɛkyerɛ kɛkɛ sɛ nkurɔfo redi wɔn soronko.Afei nso, format breakdown a ɛwɔ atifi hɔ no nkyere mfonini no nyinaa, efisɛ reach ne engagement point wɔ akwan horow so wɔ Instagram.A separate analysis of 4M + posts published via Buffer between January 2022 and October 2024 showed us that:Reels tend to get the most reachReels vs carousels: 1.36× the reach (+36%)Reels vs single-image posts: 2.25x the reach (+125%)Instagram wɔ dedicated reels discovery tab, enti reels wɔ built-in advantage ma reaching nnipa a wonni w’akyi dedaw — formats a ɛtra daa feed nkutoo mu no nnya saa boost.Carousels ma nnipa wɔ post no so kyɛ, a ɛkyerɛ sɛ hokwan pii wɔ hɔ sɛ wɔbɛkora, akyɛ, na wɔaka nsɛm, na ebetumi aba sɛ hokwan ahorow pii to reappear in-feed.Ɛte sɛ nea Instagram yɛ platform ahorow abien wɔ biako mu, egyina baabi a wode wo nsɛm bɛto so. Na ‘platform’ bɛn na wobɛpaw no gyina wo nsɛm no botae so.Ɛyɛ anigye, ɛnte saa? Enti bere a reels yɛ kɛse ma discoverability (na nya akyidifo pii wɔ Instagram), sɛ wo botae ne deeper engagement fi w'atiefo dedaw, carousels betumi afata space pii wɔ wo content nhyehyɛe.The "best format on Instagram" nni mmuae biako — nokwarem no egyina wo botae ahorow.The tiawa version: fa Instagram Reels bere a wopɛ sɛ wodu nnipa a wonni w'akyi de besi nnɛ, ne carousels bere a wopɛ sɛ deepen engagement ne atiefo a wo dedaw have.⏰Read more → The Best Time to Post on Instagram in 2026The best content format on FacebookWɔ Facebook dedaw anokwafo so no, mfonini da so ara di anim wɔ 5.2% — nanso asɛm ankasa ne sɛnea mmirikatu no abɛn. Mfonini, video, ne nsɛm a wɔde ahyɛ mu nyinaa ayɛ akuwakuw wɔ ɔha biara mu nkyem biako mu.Hwɛ dodow no ni:🏅 Mfonini dii kan wɔ engagement rate wɔ Facebook so wɔ 5.2%, na ɛboroo format afoforo no so.🥈 Video ahorow dii akyi baebɛn nea ɛto so abien wɔ 4.84% — 7% pɛ wɔ mfonini ahorow akyi.🥉 Text posts were close behind at 4.76%, just 9% below images.4️⃣ Posts with links came in last at 4.43%, drawing the lowest engagement of all content types on the platform.Adeɛ a ɛda nsow ankasa wɔ ha no nyɛ nea odii nkonim, na mmom, ɛyɛ sɛnea mmirikatu no abɛn.The clearest signal in this data is actually at the bottom: links continue to underperform everything else, which whichs ne su a ɛtrɛw a ɛne sɛ wɔde zero-click content no ka ho. Platforms ne wɔn a wɔde di dwuma no repɛ sɛ wɔtra hɔ.⏰Kenkan pii → Bere a eye sen biara a wode bɛto Facebook so wɔ afe 2026Asɛm a eye sen biara wɔ ThreadsThreads so no maa me ho dwiriw me wɔ yɛn nhwehwɛmu a etwa to no mu — na ayɛ no bio, wɔ ɔkwan foforo so ara kwa. Saa berɛ yi, video agye dibea a ɛdi kan a ɛwɔ 5.55% median engagement rate, ɛboroo deɛ ɛtɔ so mmienu wɔ yɛn data a atwam no mu.Akontaabuo no:🏅 Video ahorow no kae sɛ edi kan wɔ engagement rate wɔ Threads so wɔ 5.55% — 22% dii mfonini ahorow anim na ɛkame ayɛ sɛ text posts mmɔho abien.🥈 Mfonini dii akyi wɔ nea ɛto so abien mu wɔ 4.55%, na ɛda so ara di nsɛm a egyina nkyerɛwee so no anim yiye.🥉 Text posts landed in third at 2.79%, with 19% more engagement than link posts.4️⃣ Posts with links came in last at 2.34%.Nea mehu sɛ ɛyɛ anigyeɛ kɛseɛ wɔ ha ne nsonsonoeɛ a ɛkɔ so wɔ visuals (video ne mfonini) ne text anaa links ntam. Wɔ asɛnka agua a wɔasisi atwa nkɔmmɔbɔ ho ahyia fam no, ɛte sɛ nea mfonini ahorow a wɔde hwɛ nneɛma no ma nhoma mmobɔwee no gyae yiye. Worth noting if you're looking to grow on Threads!Ɛno akyi no, Threads da so ara yɛ mmeranteɛ platform, na ne algorithms reyɛ nnam evolving — enti hwɛ w'ankasa analytics so yie wɔ ha, na hwɛ Buffer blog no ma updates.⏰Kenkan pii → The Best Time to Post on Threads in 2026The best content format on LinkedInSɛ woakenkan yɛn data adesua a atwam no mu biara a, eyi rennyɛ wo nwonwa: LinkedIn carousels da so ara wɔ soro. Carousels nyaa nkitahodi dodow a ɛyɛ 21.77%, 196% sen video ne 585% sen text posts.Nkontaabu no:🏅 Carousels (nwoma a wɔde too gua) nyaa nkitahodiɛ dodoɔ a ɛyɛ 21.77% — 196% boro video so, 234% boro mfonini so, ne 585% sene nsɛm a wɔde nsɛm nkutoo na ɛka ho.🥈 Video ahorow dii nea ɛto so abien wɔ 7.35%, na 13% na wɔde wɔn ho hyɛɛ mu sen mfonini ahorow.🥉 Mfonini dii akyi wɔ nea ɛto so abiɛsa mu wɔ 6.52%.4️⃣ Links sii fam wɔ nea ɛto so anan mu wɔ 3.81%, twee engagement pii sen text-only posts.5️⃣ Text posts baa nea etwa to wɔ 3.18%.Saa carousel nɔma no yɛ den sɛ wobebu w’ani agu so. A 21.77% median engagement rate is exceptional for any platform, let alone one as crowded as LinkedIn has become.That said, afotu a mede mae bere a etwaam no da so ara gyina hɔ — LinkedIn renya nkɔso ntɛmntɛm, na video yɛ pefee sɛ format a platform no repia. Wɔ yɛn podcast no fã bi mu no, Buffer Chat, LinkedIn's Head of Premium Content & Community Strategy, Callie Schweitzer, kamfoo kyerɛe sɛ adebɔfoɔ mfa wɔn ho nhyɛ video mu."Video, Video, Video, Video," ɔkaa saa, berɛ a mebisaa ne nkɔsoɔ ho afotuo. Sɛ wowɔ bere ne ahoɔden a wode bɛyɛ abien no nyinaa a, carousels ma ayɔnkofa ne video a wode bɛkɔ no yɛ nkabom a ɛyɛ den.⏰Kenkan pii → Bere a eye sen biara a wode bɛto LinkedIn so wɔ 2026The best content format on XText still sees the most median engagement on X (kan no Twitter).Even with the social network’s much-talked-about desire to become “the everything app,” X remains true to its microblogging ntini.Sɛnea wobɛhwɛ no yiye ni:🏅 Text posts hunuu sɛ median engagement rate yɛ 3.56% — 5% dii mfonini anim, 20% dii video anim, ne 58% dii link posts anim. 🥈 na ɛwɔ hɔ; Mfonini dii akyi pɛɛ wɔ nea ɛto so abien mu wɔ 3.40% — nsonsonoe a ɛda nea edi kan ne nea ɛto so abien ntam no mprempren yɛ teateaa te sɛ ahama. 🥉 na ɛwɔ hɔ; Video ahorow no sii fam wɔ nea ɛto so abiɛsa mu wɔ 2.96%, na 32% na wɔde wɔn ho hyɛɛ mu sen link posts. 4️⃣ Posts a links baa mu a etwa to wɔ 2.25%.X yɛ fapem no text-di kan platform — ɔhyew fa, bere ankasa reactions, ne punchy one-liners ne nea wɔkyekyee maa no. Nanso mfonini ahorow akɔ soro ma ɛkame ayɛ sɛ ɛne nsɛm hyia wɔ engagement rate mu, a ɛyɛ nsakrae a ɛfata sɛ wɔhwɛ. Video clips ntiantiaa nso betumi ama wo edge wɔ static posts sɛ wowɔ bi a.⏰Kenkan pii → Bere a eye sen biara a wode bɛto Twitter/XThe best content format on PinterestI’ll admit — I wasn’t expecting this one. Pinterest yɛ ade koro titiriw ne mfonini ahorow a ɛyɛ fɛ a ɛda so ara wɔ hɔ, enti video a edi anim wɔ aware nhyehyɛe so te nkanea ɛne adwene bɔ abira. Nanso akontabuo no mu da h yie.Nkontabuo no:🏅 Video ahorow nyaa median engagement rate a ɛyɛ 5.75% — 83% korɔn sen mfonini ahorow. 🥈 na ɛwɔ hɔ; Mfonini dii akyi wɔ nea ɛto so abien wɔ 3.15%.Pinterest de sika kɛse ahyɛ video mu, na data no kyerɛ sɛ saa mmɔdenbɔ no resow aba wɔ ayɔnkofa mu. Sɛ wode Pinterest redi dwuma titiriw sɛ aniwa so katalog — a, nokwarem no, ɛyɛ sɛnea nnipa dodow no ara da so ara de di dwuma — ebia ɛbɛyɛ nea ɛfata sɛ wosɔ video pin kakraa bi hwɛ sɛ ebia engagement bump no kura ma w’atiefo anaa.The best content format on BlueskyBluesky is the newcomer on this list, and we’re working with earlier-stage data — so treat this as a first look rather than a final verdict. Ɛno akyi no, sɛnkyerɛnne a edi kan no da adi pefee: video di anim a nkitahodi 5 na ɛwɔ ntam, ɛboro mfonini ahorow so 25%.Nkontaabu no:🏅 Videos nyaa median a ɛyɛ 5 total interactions — 25% boro mfonini ahorow so. 🥈 na ɛwɔ hɔ; Mfonini ahorow dii akyi a na nkitahodi 4 na ɛwɔ ntam. 🥉 na ɛwɔ hɔ; Links ne text posts tied in last, both earning a median of 3 interactions.A few caveats worth keeping in mind: Bluesky user base da so ara sua koraa sɛ wɔde toto platforms afoforo a ɛwɔ nhwehwɛmu yi mu no ho a, na video a ɛwɔ platform no so no sua koraa sen mfonini ahorow (253K video posts vs. over 2 million image posts in our dataset). Yɛbɛhwɛ eyi yiye bere a platform no nyin.Enti, content format bɛn na eye sen biara?Sɛnea mekaa ho asɛm wɔ atifi hɔ no, ɛno gyina wo ne w’atiefo so ankasa.Nea ɛyɛ adwuma ma adebɔfo anaa brand dodow no ara betumi anyɛ beae a ɛyɛ dɛ mma wo, na ɛyɛ bere nyinaa, bere nyinaa ɛfata sɛ wosɔ content ahorow afoforo hwɛ de hwɛ nea ɛyɛ adwuma.Ebia nea ɛho hia kɛse mpo: Dɛn ne content format a wobɛtumi ayɛ kɛse consistently?Wɔ nhwehwɛmu afoforo mu no, yɛahu sɛ content performance wɔ platforms nyinaa so no ne consistency wɔ abusuabɔ kɛse. (Nokwarem no, ebia ɛbɛma wɔanya pii te sɛ 5x pii a wɔpɛ, nsɛm, ne kyɛfa wɔ board no nyinaa so.)Enti sɛ wobɛtumi ada wo ho adi daa wɔ nsɛm a egyina nsɛm so a, kɛseɛ — bata wɔn ho.San kɔ video so: berɛ a ɛyɛ adwuma yie wɔ ɛkame ayɛ sɛ platform biara so — na ɛtaa yɛ kɛseɛ ankasa ma du — ɛnyɛ amansan nyinaa mu sɛ ɛyɛ engagement format a ɛkorɔn sen biara. Wɔ platform ahorow bi so, te sɛ LinkedIn ne Facebook no, carousels ne mfonini ahorow wia ɔyɛkyerɛ no. Wɔ X so no, nkyerɛwee da so ara di tumi.Me (ebia wɔayɛ no mmerɛw dodo) nsɛm a wɔaboaboa ano a ɛfa saa nɔma yi nyinaa ho: video yɛ nwonwa ma wotumi du hɔ na wotumi hu, ɛboa wo ma wotwetwe akyidifo ne atiefo foforo.Nhyehyɛe afoforo (carousels, mfonini, nsɛm) betumi ayɛ papa ama nkitahodi, ama nkitahodi a emu dɔ ne w’atiefo a wɔwɔ hɔ dedaw no.Awiei koraa no, nsɛm a ɛwɔ mu no kwan a eye sen biara ne nea wubetumi ayɛ daa — ne biako a ɛne wɔn a wode w’ani asi wɔn so no hyia.
