What tech brands like to post and what their audiences actually want

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According to Semrush’s analysis, content type had a significant impact on post engagement. However, the most popular post types did not match what tech companies posted most frequently.

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On Instagram , carousel albums received the most engagement, possibly due to the platform's origins as a place to share images.

Despite their high performance, carousels were the buy malta number database least popular type of post, accounting for 21.1% of content. Videos were the most common, at 41.7%, followed by single images (37.1%).

Posts with photos had the highest engagement rates on both Twitter and Facebook , suggesting that audiences gravitate toward visual content regardless of platform.

But on both platforms, links were the most popular post type among tech brands, accounting for 45% of all Tweets and 57.5% of all Facebook posts in 2022. This could be because links allow brands to create a clear CTA, and draw attention to or repurpose external content.