Brands face growing pressure to rethink social media content strategies
Competition for attention on social media is changing how brands evaluate their content strategies.
Data from Buzzmonitor shows that publishing more content does not necessarily translate into higher engagement levels.
The volume of digital content across social media continues to grow, but the most widely used formats are not always the ones generating the strongest engagement results. An analysis by Buzzmonitor, a social intelligence and omnichannel customer engagement platform, found that video on Facebook continues to maintain one of the highest engagement levels compared with other formats that dominate publishing volume.
The study, based on more than 297 million Spanish-language posts, shows that Instagram accounts for 32.6% of total content volume within the digital ecosystem, followed by Facebook at 23.5%.
However, content presence does not necessarily translate into a stronger ability to connect with audiences.
Among the most widely used formats are text posts, reels and images. Links, carousels, videos and other formats such as stories and polls also appear, although with lower participation levels.
The findings reflect a preference for fast and visual content, but they also reveal a gap between publishing volume and the level of interaction generated.
In practice, this means strategies focused solely on frequency do not guarantee stronger engagement performance or higher audience retention.
Engagement beyond volume.
Daniel Topete, Head of New Business LATAM at Buzzmonitor, said:
“Today we see a clear disconnect between what gets published most frequently and what actually generates results. It’s not only about being present, but about understanding which formats connect best with audiences on each platform.”
When analyzing performance by format, the study found that video engagement on Facebook reaches an average interaction level of 1.70, outperforming other content types.
According to the analysis, this type of content maintains a stronger ability to generate comments, shares and viewing time within a platform where competition for attention remains constant.
Differences across platforms.
On Instagram, engagement appears more distributed across formats such as reels, carousels and images, where interaction levels are spread more evenly.
The report noted that these formats continue to generate audience response, although they increasingly compete against each other within a constant stream of content.
Buzzmonitor also identified differences in how audiences interact with each format. While reels and carousels tend to align with fast-consumption dynamics, video on Facebook appears more associated with content users share, comment on or save for later viewing.
Although it is not the most frequently used format, video stands out for its ability to stop scrolling and generate more sustained interaction compared with other forms of instant-consumption content.
Content that connects.
Other formats such as events, stories and mentions continue to maintain a presence across platforms, although with lower levels of sustained engagement.
The analysis concludes that social media performance increasingly depends on the ability to adapt formats according to platform, context and audience behavior, rather than simply increasing publishing volume.
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