Creativity is a huge part of the social media platform. Without the unique texture of a photograph, graphic, phrase or video, nobody will pay attention. Being on a social media platform, you have about 0.5 seconds to make an impression. If your post is THAT good to cause users to pause and interact, then you are doing something right.
Managing a business' social media has taught me that it's ALWAYS about the content. If you aren't producing content that is reflective of the brand, then it's a no-go. My content is alternative, edgy, and rustic. The brand of the business is alternative, edgy, and rustic. One message. One brand. One theme of content.
In a roundabout way, photography is capturing a story in one image. With the graphics that I post to the social media platforms, I try to limit the story so that the focus is on the products and merchandise. By limiting details like the identity of the models or location, you give the viewers/readers the control in interpreting the post. When the viewers think they have the control, is when the likes/retweets/shares increase.