Content Creation vs Content Curation: A Guide for Social Media Managers

Article written by Charli and published at Agorapulse, leaders in social media management software.

What’s the Difference Between Content Creation and Content Curation?

Before we get into it, let’s make sure we are all on the same page.

  • Content creation is the process of creating your own content from scratch and marketing it to your followers or subscribers. That could be a blog, social media post or thread, e-ook, video, image, Reel, Story, TikTok, and so on.
  • Content curation is the process of gathering existing information like blog posts, social media posts, and videos written and shared by other people or brands and sharing it with your followers.

According to research, the sweet spot is a 60/40 ratio of content curation vs content creation. This suggests that the lion’s share of time should be dedicated to finding, organizing, annotating, and sharing content of the highest quality.

Let’s take a look at the pros and cons of content creation and content curation and how leading brands ace both those content strategies.


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