Guide: Different Types of Content Formats

Content Formats are the different ways your campaign message is delivered to audiences. Each format plays a different role and some are better for storytelling and consideration, while others are designed to extend reach, drive traffic, or prompt quick engagement.

Using a mix of formats helps you reach audiences at different moments in their journey, from first awareness through to deeper engagement or action. The right combination depends on your campaign objective, audience behaviour, and where your audience is most likely to engage.

Below are some of the most common formats used across campaigns, what they’re typically used for and the value they bring:

Long-form content published on a publisher’s site.

Best for: Storytelling, education, product benefits, brand narrative.

Value: Allows for deeper explanation and context, making it ideal for consideration and explaining more complex products or messages.

Examples:

Brand or product-led video content, hosted on a publisher site or distributed socially.

Best for: Awareness, emotional storytelling, showcasing products in action.

Value: Video captures attention quickly and helps bring your message to life in a visual, memorable way.

Examples:

Note: A social video (like a Reel) can sometimes be the Primary Format in social campaigns, or act as supporting content that drives people to a main article or video. View the formats included in your campaign in the Content tab.

Posts across platforms such as Instagram, Facebook, or TikTok designed to amplify campaign messaging and connect with audiences where they are most active.

Best for: Building community and sparking conversation, increasing brand awareness, driving consideration through education, and supporting conversion or retargeting strategies alongside primary content.

Value: Helps amplify your campaign beyond the publisher site and reach audiences in the environments they use daily.

Examples:

Content featured in a publisher’s email newsletter.

Best for: Driving traffic from highly engaged, opted-in audiences.

Value: Reaches loyal subscribers and can drive strong click-through to key campaign content.

Examples:

Visual placements that appear across a publisher’s site or within content.

Best for: Broad reach, visibility, and reinforcing brand presence.

Value: Supports awareness and recall, and can drive users toward your primary content or landing page through repeated exposure.

Examples:

Brand integrations within podcast episodes or audio content.

Best for: Building trust, longer-form storytelling, reaching audiences during screen-free moments.

Value: Creates a more personal, conversational connection with audiences and is effective for brand affinity.

Examples:

Brand integrations within printed editorial environments such as magazines, or special editions.

Best for: Reaching engaged audiences in premium environments, building credibility, and supporting brand storytelling.

Value: Print offers a tangible, high-attention format that reinforces brand perception and trust, often with longer reader engagement.

Examples:

Formats are designed to work as a mix, rather than in isolation. Typically, one format (such as an article or primary video) carries the main campaign message, while other formats help amplify, distribute, and reinforce that message across different touchpoints.

For example:

Why this matters:

Using multiple formats helps you meet audiences where they already are, increases the chances your message is seen and remembered, and supports stronger overall campaign performance than relying on a single format alone.