My 90-Day Experiment with 12 Types of Content on Social Media That Tripled My Audience Growth

The empty content calendar can be daunting. Posting is essential for audience growth, but the question remains: what should you post? You've invested time crafting a Substack article, only to receive minimal engagement on LinkedIn. You attempted a Reel, but it was quickly lost in the algorithm. The pressure to generate unique, high-performing content across platforms can be overwhelming, leading to burnout without real growth. For 90 days, I faced this same challenge. Balancing my Substack newsletter, LinkedIn presence, and short-form video experiments yielded unsatisfying results, causing me to question the effort's worth. I embarked on a personal experiment, methodically creating, scheduling, and assessing 12 different content types across all channels, aiming to identify what truly drives engagement and audience growth without consuming the entire day. I tracked engagement rates, follower growth, and efficiency in repurposing content. This guide details my findings from these 12 content types, offering definitions, strategic goals, platform-specific best practices, and the KPIs used for measuring success. It's a tactical playbook for writers and creators seeking tangible growth. ## 1. Short-Form Video Short-form video, ranging from 15 seconds to 3 minutes, is optimized for quick, mobile-first consumption, using quick cuts and trending audio to capture attention on TikTok, Instagram Reels, and YouTube Shorts. During my experiment, it significantly boosted brand awareness, with a 30-second video reaching over 50,000 non-followers in a week. ### Why It Works for Writers & Creators Short-form video simplifies complex ideas into shareable moments. Writers can distill insights from lengthy articles into brief videos, accessing audiences who prefer visual content. It's ideal for promoting newsletters or repurposing evergreen content to drive subscriptions. ### Actionable Blueprint: - **Hook in 3 Seconds:** Start with a bold claim, question, or eye-catching clip. - **Trending Audio:** Use audio clips that convey specific stories or points. - **Optimize for Silent Viewing:** Use text overlays and captions, as many videos are viewed without sound. - **Consistent Call-to-Action (CTA):** End with a clear directive, like "Follow for more writing tips." > **Proof Element:** In an A/B test, a direct CTA "Read the full Substack in my bio" led to twice as many link clicks compared to a softer CTA, highlighting the importance of a specific closing. ## 2. Long-Form Video Long-form video allows creators to delve into complex subjects, building trust and establishing expertise. It's effective for fostering a loyal audience, with content that attracts viewers for years. ### Why It Works for Writers & Creators Long-form video allows writers to expand on ideas from articles or newsletters. It showcases personality through in-depth interviews or tutorials, turning blog posts into comprehensive video essays. ### Actionable Blueprint: - **Front-Load the Value:** Clearly state the video's promise in the first 60 seconds. - **Use Chapters and Timestamps:** Break videos into sections for easy navigation. - **Craft Compelling Thumbnails and Titles:** Use high-contrast visuals and curiosity-driven titles. - **Structure for Retention:** Guide viewers with a clear beginning, middle, and end. > **Key Insight:** The goal is depth, creating a resource that makes your channel a destination for traffic to newsletters or products. ## 3. Carousel Posts (Multi-Image Slides) Carousel posts hold attention longer by encouraging users to swipe through narratives or tutorials, increasing engagement and time spent on content. ### Why It Works for Writers & Creators Carousels are excellent for repurposing long-form content, transforming articles into visual summaries or step-by-step guides that build authority. ### Actionable Blueprint: - **Create an Irresistible First Slide:** Use a bold headline or compelling visual to promise value. - **Guide the Swipe:** Use visual cues to encourage swiping through the sequence. - **Maintain a Narrative Arc:** Ensure slides follow a logical progression. - **End with a Strong CTA:** Use the final slide for a follow or link directive. > **Proof Element:** LinkedIn document carousels received significantly more reach than standard posts, with one carousel generating over 25,000 impressions. ## 4. Stories (Ephemeral Content) Stories offer a raw, intimate format for real-time engagement, fostering a sense of urgency and connection. ### Why It Works for Writers & Creators Stories are ideal for behind-the-scenes content, building personal connections with readers. They provide a direct line of communication for feedback and engagement. ### Actionable Blueprint: - **Use Interactive Stickers:** Utilize polls, quizzes, and question boxes for engagement. - **Create Story Highlights:** Save the best stories as highlights for new followers. - **Show the "How":** Share the process behind your work. - **Link Strategically:** Use link stickers to drive traffic to blog posts or sign-up pages. > **Key Insight:** Stories are strategic tools for community building and traffic generation, providing real-time feedback. ## 5. Infographics Infographics present data in a visually appealing way, enhancing comprehension and shareability. ### Why It Works for Writers & Creators Infographics repurpose research-intensive articles, capturing the attention of those who may not read the full text. They serve as excellent promotional material. ### Actionable Blueprint: - **Simplify the Core Message:** Focus on a single narrative with impactful statistics. - **Maintain Brand Consistency:** Use a consistent color palette and typography. - **Design for a Vertical Flow:** Guide viewers through the data logically. - **Include Clear Source Attribution:** Add a footer with your brand and data source. > **Proof Element:** An infographic summarizing "5 Common Writing Mistakes" was pinned over 300 times, driving blog traffic long after posting. ## 6. Live Streams Live streams offer real-time engagement, fostering loyalty and trust through direct interaction. ### Why It Works for Writers & Creators Live streams showcase personality and expertise, providing a platform for Q&A or workshops that deepen audience connections. ### Actionable Blueprint: - **Promote in Advance:** Announce streams ahead of time to build anticipation. - **Have a Clear Agenda:** Structure broadcasts with a clear introduction, main topic, and Q&A. - **Engage with the Chat:** Acknowledge commenters and answer questions in real-time. - **Test Your Tech:** Ensure quality audio and video to retain viewers. > **Key Insight:** The value extends beyond the live event, as recordings can be repurposed into other content. ## 7. Podcasts (Audio & Video) Podcasts build authority and trust through deep-dive conversations, fostering loyal communities. ### Why It Works for Writers & Creators Podcasts expand on written topics, offering interviews and insights that add depth and credibility. ### Actionable Blueprint: - **Define Your Niche and Format:** Focus on a specific topic and format, such as interviews or solo commentary. - **Invest in Quality Audio:** Use a good microphone to ensure listener retention. - **Repurpose Aggressively:** Extract quotes, create clips, and transcribe episodes for blog posts. - **Develop a Consistent Schedule:** Regular episodes build a habitual listenership. > **Proof Element:** A weekly podcast led to a 10% increase in Substack subscriptions, showing the power of voice connection. ## 8. User-Generated Content (UGC) UGC is authentic marketing material created by fans, building trust and community. ### Why It Works for Writers & Creators UGC turns readers into active participants, offering social proof through testimonials and interpretations of your work. ### Actionable Blueprint: - **Create a Branded Hashtag:** Encourage content sharing with a unique hashtag. - **Run a Contest or Challenge:** Incentivize participation with prizes. - **Always Ask and Credit:** Get permission and credit original creators. - **Feature UGC Prominently:** Highlight contributions in dedicated posts. > **Key Insight:** UGC is a conversation with your community, turning them into advocates and driving organic growth. ## 9. Educational Content (Tutorials & How-Tos) Educational content positions you as an expert, providing actionable value and building trust. ### Why It Works for Writers & Creators Educational content solves audience pain points, proving your value and building a foundation for future sales or subscriptions. ### Actionable Blueprint: - **Identify a Specific Problem:** Address common questions or struggles. - **Break It Down Systematically:** Use clear, numbered steps or phases. - **Use Visual Aids:** Enhance comprehension with graphics or clips. - **Encourage Engagement:** End with a question to prompt comments. > **Proof Element:** A tutorial on "How to Format Your Substack Notes" drove significant traffic, proving the value of solving specific problems. ## 10. Memes and Humor Content Memes use wit and relatability to connect emotionally, driving engagement and shareability. ### Why It Works for Writers & Creators Memes tap into timely conversations, showcasing personality and engaging audiences between content drops. ### Actionable Blueprint: - **Align with Your Brand Voice:** Ensure humor fits your persona. - **Act with Speed:** Use trending formats quickly while understanding context. - **Keep It Simple:** Make jokes easily understandable. - **Balance with Value:** Use humor between educational or promotional posts. > **Key Insight:** Humor strengthens community connections, enhancing virality. ## 11. Behind-the-Scenes (BTS) Content BTS content offers authenticity, revealing the effort and personality behind your work. ### Why It Works for Writers & Creators BTS content humanizes your brand, building loyalty by making your process relatable. ### Actionable Blueprint: - **Document, Don't Create:** Capture real processes without staging. - **Show the "How":** Highlight tools and systems. - **Introduce Your Ecosystem:** Feature collaborators and favorite places. - **Embrace Imperfection:** Keep content genuine and engaging. > **Proof Element:** A simple Instagram Story poll received 500 votes, boosting engagement and making the audience feel involved. ## 12. Reels & Trending Audio-Driven Content Reels leverage trending audio for visibility, tapping into cultural moments for organic reach. ### Why It Works for Writers & Creators Trending audio provides a framework for storytelling, engaging new audiences with timely content. ### Actionable Blueprint: - **Act Within 48 Hours:** Use trending audio quickly to maximize reach. - **Add a Unique Twist:** Adapt trends to your niche. - **Match Visuals to the Beat:** Ensure video aligns with audio. - **Connect Trend to Your Core Message:** Make the trend serve your purpose. > **Key Insight:** Use trending audio strategically to enhance audience growth. ## 12 Social Media Content Formats Comparison | Content Type | Implementation Complexity 🔄 | Resources & Speed ⚡ | Expected Outcomes ⭐📊 | Ideal Use Cases 💡 | Key Advantages ⭐ | |--------------|-------------------------------|---------------------|----------------------|--------------------|------------------| | Short-Form Video | Low–Medium; fast edits, high cadence | Low equipment; high production frequency ⚡ | Very high reach & engagement; viral potential ⭐⭐⭐ | Awareness, trends, snackable tutorials | High shareability; strong algorithmic distribution | | Long-Form Video | High; scripting, multi-segment editing 🔄 | Higher equipment & time; slower turnaround | Deep retention, authority, better monetization ⭐⭐⭐ | In-depth education, storytelling, product demos | Builds expertise; SEO and monetization-friendly | | Carousel Posts (Multi-Image) | Medium; design consistency across slides 🔄 | Moderate design time; quicker than video ⚡ | Good engagement and multiple impressions 📊 | Step-by-step guides, before/after, product showcases | Narrative in one post; tutorial- and conversion-friendly | | Stories (Ephemeral Content) | Low; informal and quick to produce 🔄 | Very fast to create; requires frequent posting ⚡ | Short-term urgency, immediate engagement, profile visits 📊 | Real-time updates, BTS, flash offers | Authenticity and interactive features (polls, stickers) | | Infographics | Medium–High; design and data structuring 🔄 | Design tools/time required; static is faster than video | Improves comprehension and shareability; evergreen value 📊 | Research summaries, data visualization, educational posts | Clarifies complex info; strong pinnable/SEO value | | Live Streams | Medium–High; real-time coordination 🔄 | Moderate equipment; needs promotion and testing | High live engagement; community building; immediate feedback ⭐⭐ | Q&A, launches, interactive events, performances | Real-time interaction; monetization via donations/gifts | | Podcasts (Audio & Video) | Medium; planning and editing workflow 🔄 | Quality audio gear and editing time; episodic cadence | Builds loyal audience and authority; repurposable content ⭐⭐ | Long-form conversations, interviews, thought leadership | High retention; multiple monetization routes | | User-Generated Content (UGC) | Low for creation; medium for curation 🔄 | Low production cost; needs moderation and rights management ⚡ | High authenticity and reach; cost-effective impact 📊 | Testimonials, hashtag campaigns, community showcases | Authentic social proof; scalable and budget-friendly | | Educational Content (Tutorials & How-Tos) | Medium–High; requires expertise & structure 🔄 | Prep and production time; often evergreen | Strong authority and search traffic; long-term value ⭐⭐ | Step-by-steps, courses, technical tutorials | Builds trust; high SEO and repeat traffic | | Memes & Humor Content | Low; quick creation but trend-sensitive 🔄 | Minimal resources; very fast to deploy ⚡ | Rapid shareability and engagement; short-lived relevance 📊 | Community engagement, shareable social posts | Low cost with high virality potential | | Behind-the-Scenes (BTS) Content | Low; candid and unpolished format 🔄 | Very fast and low-cost to produce ⚡ | Strengthens personal connection; steady engagement | Humanization, team intros, process reveals | High authenticity; easy to maintain between major posts | | Reels & Trending Audio-Driven Content | Low–Medium; timing and sync matter 🔄 | Low equipment; must react quickly to trends ⚡ | Exceptional discoverability when using trends; high reach ⭐⭐⭐ | Dance/challenge formats, quick entertainment clips | Algorithmic boost via audio trends; strong participation | ## Stop Guessing, Start Growing: My Path to 3x Faster Audience Growth You've explored the 12 most impactful content formats on social media. But knowledge alone doesn't drive growth—action does. The insight from my experiment is that strategic consistency outperforms frantic variety every time. The common trap is the "content hamster wheel," where you create a single Substack post and feel pressured to move on to something new immediately, leading to burnout. Instead, focus on content multiplication—turning one piece into multiple formats. ### The Shift from Content Creation to Content Multiplication Growth isn't about creating more content; it's about maximizing the impact of each piece. A well-researched article can be the basis for various assets. Here's the workflow I used: 1. **Anchor Piece:** Begin with a long-form post (educational article or Substack newsletter). 2. **Deconstruct & Repurpose:** Extract key insights to create micro-content. - **3 Key Statistics or Quotes:** Create a **Carousel Post** for LinkedIn and Instagram. - **A "How-To" Section:** Script a **Short-Form Video** for TikTok or Reels. - **An Engaging Question:** Use as a text post or **Poll** on X. - **The Main Argument:** Expand in a **Live Stream** or record as a **Podcast** segment. This isn't about copy-pasting but adapting your message for each platform. Mastering diverse content types gives your ideas more chances to reach the right audience. This approach turns a single idea into multiple opportunities for growth. ### Your Action Plan for the Next 30 Days Choose three content formats that align with your strengths. For 30 days, commit to a repurposing workflow. For each "pillar" piece, create at least two "micro" pieces. Track your KPIs to refine your strategy, saving time and driving exponential growth. The manual work of adapting and scheduling content, especially for platforms like Substack Notes, was a major barrier. **Narrareach** was designed to address this challenge, allowing you to efficiently schedule and publish Substack notes. It saved me time and enabled consistent growth by formatting and posting content across platforms with ease. **High-Intent CTA:** Ready to streamline your content strategy and grow faster? [Try Narrareach for free](https://www.narrareach.com) and publish your next article across platforms with a single click. **Low-Intent CTA:** Not ready for a new tool? Join my free weekly newsletter for writers, where I share actionable tips to help you grow your audience without burnout.