Content Insights
Analyze performance by content type, format, and characteristics to understand what resonates with your audience.
Content Insights breaks down your organic performance by what you posted — not just when — so you can see which content types, formats, and characteristics consistently drive the most engagement.
Open Organic Social, then Analyze, then Content to see this view.
Content type breakdown
The primary breakdown shows how each content format performed over the selected date range.
| Content type | What it covers |
|---|---|
| Images | Single photo posts |
| Carousels | Multi-image posts (swipeable) |
| Videos | Standard video posts, not Reels |
| Reels | Short-form vertical video |
| Text-only | Posts without any media |
| Stories | Ephemeral content (Facebook and Instagram) |
Sort each type by reach, engagement, or engagement rate to find which format your audience responds to most.
Per-platform performance
Because the same content type can perform very differently across platforms, Content Insights shows a per-platform breakdown:
- Engagement by platform: which platform drives the most interactions for each content type
- Format effectiveness: whether carousels outperform single images on Instagram but not LinkedIn
- Audience behavior: when and how audiences engage with each format
Engagement patterns
Use these filters to uncover patterns in your top-performing content:
- Post timing: does morning or afternoon outperform? Weekday or weekend?
- Caption length: do longer captions drive more comments? Shorter ones more shares?
- Visual elements: do posts with people outperform product-only shots?
Use Content Insights to inform your template library
When a specific format consistently outperforms others, build a template around that pattern so every workspace can replicate it. See Templates.
Apply the findings
Content Insights is most valuable as a feedback loop:
- Identify your top-performing content type and format this month.
- Build or update a template that encodes those characteristics.
- Distribute the template to workspaces via the Hub.
- Check next month's Content Insights to measure the lift.