Here is a simple content-loading animation I created in one of my freelance projects that looks similar to the other content-loading animations you might have seen on other websites like Facebook.
The logic is to animate the background gradient from left to right in an infinite loop and then place other opaque elements above it. The opaque elements can be anything like an SVG or a circle, rectangle, etc.
See the Pen Facebook like content loading via CSS by Puneet Sharma (@webdevpuneet) on CodePen.