Looking for some of the key content marketing trends that are expected to shape the industry in 2024?
Here is what the 8848 team expects to see. However, don’t just take our word for it. We’ve included the key stats to back up our expectations from industry experts across the globe.
Video
Video content remains a powerful tool for engagement and storytelling, and its popularity is only expected to grow in 2024.
Here are some key stats from 2023 from some of the leading experts in the field”
- Social media video is expected to account for 82% of all internet traffic by 2023. (Source: Cisco)
- The average person watches over 17 hours of online video per week. (Source: Hubspot)
- Over 50% of consumers prefer video content over other types of content. (Source: Wyzowl)
- Video posts on social media generate 88% more engagement than text-only posts. (Source: Socialbakers)
- Social media video is a powerful tool for driving conversions. (Source: Hubspot)
What does this mean for marketing teams? Brands should focus on creating high-quality, engaging videos that are tailored to their target audience. Short-form videos, such as those on TikTok, Instagram Reels, and YouTube Shorts, will continue to be popular.
Interactive Content
Audience interaction is only set to grow. Polls, quizzes, surveys, and shoppable posts will all help to boost engagement, collect valuable data about audience preferences, and improve conversion rates.
Here are the stats for the growth of interactive content:
- Interactive content is expected to generate 2x more conversions than passive content. (Source: Upland Software)
- Interactive content sees 52.6% higher engagement than static content. (Source: Outgrow)
- Businesses that use interactive content are 9x more likely to be rated as “excellent” in customer satisfaction surveys. (Source: Marketo)
- Interactive content is 7x more likely to be shared than static content. (Source: Socialbakers)
- Interactive content can lead to a 10% increase in conversion rates. (Source: Hubspot)
Sustainability and ESG Messaging
Environmental, social, and governance (ESG) issues are increasingly important to consumers. Brands that align themselves with sustainability and ethical practices are more likely to resonate with audiences. Incorporating ESG messaging into content can help to connect with socially conscious consumers.
Here’s what the stats are saying:
- 75% of consumers believe companies should be actively shaping ESG best practices. (Source: PwC)
- 64% of consumers will choose to buy or avoid products based on a company’s perceived social responsibility. (Source: Cone/Porter Novelli)
- 73% of millennials are willing to pay more for sustainable products. (Source: Nielsen)
- 78% of consumers say a sustainable lifestyle is important to them. (Source: NielsenIQ)
- 86% of employees prefer to support or work for companies that care about the same issues they do. (Source: PwC)
Inclusivity and Diversity
Inclusivity in marketing is a given for 2024. Brands should ensure that their content represents a diverse range of voices, backgrounds, and perspectives. In addition, authenticity is also key, and brands should make sure that their commitment to diversity is reflected in both their content and company culture.
Below are some stats to back up the importance of inclusivity and diversity in marketing campaigns:
- 64% of consumers are more loyal to brands that stand for diversity and inclusion in online advertising. (Source: Facebook)
- 67% of people find it important for brands to represent diversity and inclusion accurately. (Source: Accenture)
- 70% of millennials are more trusting of brands that do well with showing diversity in their ads. (Source: Adobe)
- 76% of consumers believe that diversity in advertising leads to more authentic and relatable brand messaging. (Source: Sprout Social)
- 77% of consumers are more likely to buy from a brand that reflects their diversity. (Source: The Harris Poll)
First-Party Data Collection
As third-party cookies become less reliable, brands are increasingly focused on collecting first-party data. This data can be used to create more personalised content experiences and measure the effectiveness of marketing campaigns.
- 83% of marketers say that first-party data is critical for their marketing strategy. (Source: Salesforce)
- 64% of companies are investing in first-party data strategies. (Source: Gartner)
- 79% of companies plan to increase their investment in first-party data in the next year. (Source: Okta)
- 80% of marketers believe that first-party data is the most valuable data for personalisation. (Source: Epsilon)
- 73% of marketers say that first-party data is essential for measuring the effectiveness of marketing campaigns. (Source: Twilio)
8848 Agency
8848 has a team of experts in a variety of communications disciplines including:
- Public relations
- Branding
- Event management
- Content marketing
- Digital marketing
- Email marketing
- Search engine optimisation (SEO)
- Social media marketing
- Web design and development
Why work with 8848?
So, what can 8848 offer you? We have 20 years of marketing communications experience and have worked with some of the largest brands in the world. We’ve also helped to guide emerging brands as they grow and expand.
We are a multi-award-winning creative design, public relations and communications agency specialising in creating captivating original content of every kind that’s seen and heard on every channel imaginable.