Photography for social networks is a special genre that intersects with both industrial reportage and staged portraits. In fact, everything depends on the task of publishing: a user's photo, or an illustration for a post (post itself, in case of, f.e., Instagram).
I also had to shoot special sets for a month-long scripted publication schedule, and accompany companies and bloggers as a chronicler reporter.
Those photographs that are taken for the userpic are often a sort of studio or casual portrait, sometimes performed in a mise-en-scene that reveals the customer's area of expertise.
There are platforms that have a certain format that has developed as a tradition, but no less stable. For example, LinkedIn. When clients say they want to shoot a LinkedIn style set, we all know what they mean. As if they said they want an Esquire-style set))
Sometimes for a content plan for social networks, it means game scenes, or still lifes to illustrate pre-prepared posts.