Central European Business Review X:X | DOI: 10.18267/j.cebr.418

How Audiences Value Social Media Content: A Comparison of Video and Image Formats

Flavia Herle, Ioana Dan
University, Faculty of Economics and Business Administration, Marketing Department

This study investigates the perceived value of social media content across four key dimensions – informational, entertainment, aesthetic, and social – by comparing video and image formats. Drawing on the theory of consumption values and advertising value theory, the paper offers a multidimensional framework of content value that moves beyond conventional engagement metrics. A 2x3 between-subjects experimental design was implemented, involving 403 participants exposed to either image or video-based posts on Facebook, Instagram, or TikTok over a seven-day period. Three-way ANOVA analyses revealed that perceptions of social media value vary by gender. Women prefer Instagram for both informational and entertainment value, while men favour TikTok for these aspects. Men see videos as more valuable, whereas women do not have a clear format preference. Women associate social value primarily with Instagram, while men connect it more to TikTok. However, aesthetic value perceptions are unaffected by age, gender, education, or social media usage. The findings contribute to the literature by refining the conceptualisation of content value on social media and offer actionable insights for marketers aiming to tailor content strategies to audience characteristics.
Implications for the Central European audience: This study highlights the need to align social media strategies with the target audience. Based on the findings, marketers should focus on Instagram for information and entertainment while targeting women, and TikTok when targeting men – segments found also across Central Europe. The results encourage moving beyond traditional engagement metrics to consider informational, entertainment, and social value. Additionally, the research supports format-specific content planning for more effective digital campaigns and better targeting in diverse markets.

Keywords: social media, content type, image, video, segmentation

Received: August 6, 2025; Revised: March 1, 2026; Accepted: April 11, 2026; Prepublished online: June 29, 2026 

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