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.


Share This Article

About the author

Charlotte Day, known as Charli, is a content marketing strategist heading up social media and storytelling at Contentworks Agency. A content marketing thought leader, she has 1000+ articles published, guest writes for leading social media hubs and frequently speaks at events. She also maintains her own blog at and a writer’s life presence on social media. When she’s not writing and managing the agency, Charli enjoys swimming in the Mediterranean, writing poetry and reading.