By rsukhraj@hubspot.com (Ramona Sukhraj)

Like, comment, share. This used to be the holy trinity of social media engagement, but savable content has emerged as a new contender in recent years.

Think about it. What kind of things do you save?

If you’re like me, it’s photos of people and moments you don’t want to forget, maybe a ticket stub from a concert, or a shell from your favorite beach. And, of course, we all try to save money and time. We save things we consider important — things we want easy access to in the future.

The same rings true of savable content or “save-worthy” content.

If audiences save your content, they value it and this has many benefits for your marketing goals and business. Let’s explore these benefits and how you can create top-class savable content to reap them.

Table of Contents

• What is savable content?
• Marketing Benefits of Savable Content
• Tips for Creating Savable Content

What is savable content?

First things first. When we say savable content, we usually refer to content deemed worthy of hitting the “save” button on social media. It’s information users want to return to later and, arguably, consider better than things they just scroll past.

Not all social media platforms have “save” options, but it is available on Instagram, Facebook, TikTok, LinkedIn, and X (forever Twitter in my heart) in the form of “bookmarks.”

Learn more about the current state of social media and how consumers are using it in our 2025 Social Media Trends Report.

But what makes content “savable” exactly? Typically, it involves delivering one or more of five things.

1. Utility: Information people can act on

This content enables people to do something they couldn’t do before or do it more effectively. It can take the form of tips, checklists, how-tos, and templates, among other things. Your audience saves this content because they want to use it later.

For example, I saved this shortbread cookie recipe on Facebook:

Source

And these marketing tips on LinkedIn:

While the information shared can cover many topics, each post gets saved because it is actionable.

2. Personal Resonance: Inspirational, thought-provoking, or relatable posts

When it comes to “personal resonance,” think of human stories or even nostalgia. This content is saved because it strikes a personal connection with the audience. Perhaps, it helps inspire, motivate, or calm them. Maybe it helps them reflect or see new possibilities.

Carousels from wetheurban regularly make it into my saves because of these reasons: