Our newsletterVendor reportSprout Social, 2026
On X, short video has edged past text posts for brand engagement
Content formats
Brand content social users are most likely to interact with on X
Brand content social users are most likely to interact with on X| Content type | Share of users (%) |
|---|---|
| Short-form video (<60 seconds) | 37% |
| Text-based posts | 36% |
| User-generated content | 26% |
| Static images | 21% |
| Influencer content | 21% |
- Reader Note:
- Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. This figure shows the brand content social users are most likely to interact with on X: short-form video under 60 seconds 37%, text-based posts 36%, user-generated content 26%, static images 21% and influencer content 21%. The report does not state the base size for X users specifically.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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