In online communications, the message can be conveyed through only two channels: visual and auditory (at least for now). That is why the number of content formats we deal with is limited (text, image, audio, video). But the absence of a great variety does not mean that it is all easy to manage.
The complexity is explained by the fact that we have to work with all formats in social media. The choice of a preferred format depends on many circumstances. For example, it can depend on the product features, target audience, social media or even on the customer's wishes.