As a marketer, one among my objectives is knowing the various kinds of content material that resonate with my viewers. With that in thoughts, I went over HubSpot’s latest Consumers Trends Report, which surveyed what kinds of content material entrepreneurs are utilizing in 2024 to realize essentially the most traction — listed below are a few of my key takeaways.
And, to take it one step additional, I made a decision to ask 4 entrepreneurs about their experiences with content material — how efficient their chosen content material was, why it labored, and the steps you may take to make use of these content material sorts in your digital advertising and marketing at the moment. Let’s dive proper in!
Desk of Contents
What kinds of content material do customers desire to devour?
Let’s start by exploring how folks desire to devour content material.
1. Pictures and Infographics
A whopping 52% of shoppers desire visible content material like photographs and infographics, with Gen Z (53%) and Child Boomers (58%) favoring it essentially the most.
Take Instagram, for instance. Infographics and carousel posts with key details about your product can go semi-viral when customers share them — whether or not to their story, buddies, or off Instagram fully.
One other a part of picture advertising and marketing that will get essentially the most traction is memes. Right here’s how Zoom embraces meme tradition:
To capitalize on picture and infographic advertising and marketing, I give attention to piggybacking on what’s already labored. As an example, use a preferred meme format, like evaluating two footage with textual content above them, and incorporate one thing about your model into the meme.
2. Quick-Kind Video Content material
As much as 45% of shoppers get pleasure from short-form movies on platforms like TikTok and Instagram Reels, with Gen Z (55%), Millennials (52%), and Gen X (52%) being the largest followers.
As of now, the algorithms of social media platforms like YouTube and Instagram favor short-form video content material to compete with platforms like TikTok — that’s why you continuously see them in your feed. So, so long as you seem relatable in your movies, there’s a variety of alternative in short-form video content material.
Don’t get me flawed: Skilled pictures you usually see in commercials can work as nice commercials. However on social media, it’s normally counterintuitive. In my expertise, posts that focus solely on promoting are inclined to underperform when it comes to views and gross sales when in comparison with relatable content material.
You need your content material to mix into the platform. Your model’s movies ought to really feel identical to your audience’s favourite influencer, with a selfie-style digital camera and casual language that doesn’t promote.
Salesforce does short-form video content material very nicely:
On this instance, Salesforce makes use of a typical hook for short-form movies: a POV. Different hooks you should use additionally embody:
- We did this so that you didn’t need to…
- We’re sharing a secret about this that you just most likely didn’t know…
- Tips on how to remedy this drawback…
These ought to make it easier to get traction, be relatable, and present your wittiness as a model!
3. Reside Movies and Reside Streams
Reside video content material is well-liked amongst 35% of shoppers, with Millennials (40%) and Gen X (36%) being essentially the most engaged.
I’ve discovered that internet hosting reside Q&A classes on Instagram and Fb is extremely efficient in constructing rapport with our viewers and addressing their considerations in actual time. To maximise engagement, I promote the reside classes upfront, create a transparent agenda, and encourage viewers to submit questions by way of direct message.
Moreover, I’ve experimented with reside product demonstrations on TikTok, which have considerably elevated gross sales. Showcasing our merchandise in motion and answering viewer questions reside has helped construct belief.
4. Lengthy-Kind Video Content material
Whereas they’re much less well-liked (24%) than short-form movies, long-form movies are significantly appreciated by Millennials (39%). So, what does this imply for entrepreneurs? Lengthy-form content material needs to be part of your arsenal in case your services or products requires further promoting.
As an example, a video gross sales letter (VSL) usually helps qualify prospects inside a 40-60 minute video, prompting them to buy after. And if written appropriately, you may merely publish these movies in your YouTube channel and let the algorithm do the work.
I’ve additionally seen manufacturers like REI have success with numerous kinds of content material, together with story-based interviews, how-to guides, and easy coaching movies.
As an outside model, REI invitations folks to share their tales and classes from hikes, ski journeys, and tenting. These movies don’t instantly promote their merchandise, however it’s one other technique of connecting with their viewers on a bigger scale.
Primarily based on my expertise with long-form content material, listed below are some inquiries to ask your self for potential video concepts:
- Are you able to conduct interviews or podcasts with clients about their experiences?
- Are there how-to guides you may create round your product or business?
- Do your clients have questions/considerations that may be answered with a long-form video?
- In what methods are you able to humanize your model by long-form video?
5. Textual content-Primarily based Social Media Content material
Posts on platforms like X (previously Twitter) and Reddit attraction to 18% of shoppers, with Gen Z (21%) and Millennials (20%) being essentially the most receptive. Why? As a result of these platforms enable shoppers to share their experiences with others in a non-biased, non-judgemental manner.
In that sense, social media platforms are important to understanding any narratives about your product — akin to what considerations they’ve, how they’re utilizing it, and what kinds of questions potential clients are asking.
The opposite facet of text-based social media content material is a platform like X, the place you may share your model’s character and get natural attain. I’ve additionally seen X is finest for hopping on developments and memes.
For instance, with the latest photo voltaic eclipse, HubSpot jumped on the pattern on X:
One other pattern that took over X in late April was the “Look in between these letters in your keyboard. Right here’s an instance from Guinness World Information (trace, the reply is Y):
I like to recommend leaping on these developments to get you publicity, however extra importantly, to point out your model’s character.
6. Newsletters
Electronic mail newsletters are most well-liked by 17% of shoppers, significantly Child Boomers (27%). Typically, newsletters are top-of-the-line methods to point out your clients what’s taking place with your enterprise. Bonus factors for those who embody market evaluation or what’s taking place round your space for those who run a neighborhood enterprise.
To deliver all of it collectively, I like to recommend you employ textual content and visible aids in your newsletters. That manner, your readers can skim and discover what they need to examine, whether or not it’s an essential replace, or a witty tidbit you’ve included within the e-newsletter.
7. Weblog Posts
Whereas solely 14% of shoppers favor weblog posts, they continue to be essential for Search engine marketing and thought management, with Gen X (20%) being the most certainly to have interaction with blogs. Don’t let the low proportion of shoppers preferring weblog posts scare you — serps aren’t leaving us anytime quickly, which implies Search engine marketing is simply as essential as ever.
To maximise success, I give attention to creating content material that, sure, aligns with the completely different levels of the client’s journey but in addition reveals readers you worth their time by giving them distinctive insights or views. Past that, I incorporate visuals and embody clear calls to motion all through the publish.
Ana Reisdorf, the founding father of RWS: Content + Strategy, additionally prefers this strategy for Search engine marketing-based weblog content material. Reisdorf notes that purchasers are largely complement or meals manufacturers who see the identical info again and again on-line, like product evaluations.
“So we’ve taken a special strategy and as a substitute are writing articles that also share the advantages of a selected product however are centered on how we personally use the product,” provides Reisdorf.
In brief, don’t do what everybody else is doing if you wish to stand out. Make your protection of any matter higher by giving it your personal spin, and readers will reward you. Plus, as Google’s algorithm continues to favor content material that follows EEAT guidelines, having a novel strategy could internet you a couple of prime ranks within the SERPs.
Now that we’ve lined how customers devour content material, let’s dive into essentially the most memorable content material sorts for shoppers in line with HubSpot’s Consumer Trends Report.
What kinds of content material are memorable to shoppers?
So, we all know how folks wish to devour content material, however what makes them bear in mind a content material piece? In accordance with HubSpot, the highest three most memorable content material sorts manufacturers can share are humorous content material, content material that showcases a model’s merchandise, and relatable content material.
The questions I requested entrepreneurs echoed related responses — practically all of them integrated these content material kinds into their advertising and marketing efforts, seeing rapid outcomes.
Let’s go over what every of those content material sorts entail, with real-life examples you may take inspiration from.
Humorous Content material
A full 52% of shoppers say humorous content material is essentially the most attention-grabbing and memorable. I couldn’t agree extra. A humorous publish from a model lives in my head rent-free. To not point out, the manufacturers I see make jokes are those who get consideration and preserve it.
How Entrepreneurs Measure Up
From what I’ve seen, humorous content material drives a number of engagement in social media, and you recognize what which means as a lot as I do: excessive advertising and marketing ROI potential.
HubSpot’s 2024 Social Media Marketing Trends report confirmed that our friends are additionally seeing the potential in humor, with 97% of the surveyed entrepreneurs stating they’re prepared to spend money on humorous social media content material.
Contemplating the identical report reveals that 24% of entrepreneurs achieved the best social media ROI with humorous content material, increasingly entrepreneurs could be down with getting just a little foolish shifting ahead. The quantity of consideration you will get from one viral publish makes it worthwhile.
What Can Entrepreneurs Do?
After scrolling on X and TikTok for just a little bit, it grew to become clearer to me why humorous content material is among the most memorable, partaking, and high-quality content material sorts for audiences. The emotion. And the humanity.
For instance, Wendy’s usually drops some out-of-pocket tweets or feedback on trending social media posts and memes, showcasing their wits. Right here, they used just a little humor to play on the concept that they eliminated the vanilla frosty:
However the humorous advertising and marketing doesn’t cease at X posts or TikTok remark sections. I’ve seen many manufacturers turning to video content material on platforms like YouTube and Instagram Reels to publish their humorous content material.
Julia McCoy, president of Content at Scale, turned to YouTube for Content material at Scale’s April Fools movies for 2023 and 2024, stating, “Most of our common items of content material are instructional in nature. So, we needed to search out alternatives to have interaction with customers in a extra lighthearted manner and provides them a deeper take a look at our model’s character.”
To realize that, Content material at Scale created satirical movies for April Fools’ Day saying faux options like “Emoji Writing” and “401 keyword-reading glasses.”
In accordance with McCoy, “The reception was unbelievable, with some customers even asking if they might buy the glasses as merchandise! Via these movies, we’ve been in a position to present a extra human, relatable facet to our model.”
And that’s why I consider humorous quips and movies could be so efficient — you’re not a faceless model that simply sells and sells. You’re a human, identical to the purchasers, who share related pursuits.
Equally, long-form content material like podcasts, vlogs, and webinars offers your model the leeway to precise itself. You might make an April Idiot’s video, do a behind-the-scenes tour, or maybe do in-office interviews asking co-workers humorous questions.
Content material Showcasing a Model’s Merchandise or Providers
The second most memorable type of content material kind is demo content material, cited by 39% of shoppers. That definitely explains why I’ve seen an inflow of viral, review-type movies pop up on my feed extra. In any case, if there’s curiosity in a product, there’s certain to be a requirement for evaluations.
How Entrepreneurs Measure Up
Whereas funny content tends to outperform product-focused content material, entrepreneurs proceed to give attention to product-based content material.
And I get it — it’s a lot simpler to make product-centric content material constantly. It calls for much less consciousness of ongoing developments and an entry-level information of memes (wherein I’m well-versed).
What Can Entrepreneurs Do?
Discovering the place your clients are spending time lets you create content material that can attain them. And, for a lot of manufacturers, that’s utilizing short-form video content material on TikTok and Instagram Reels.
For instance, Glossier is popping towards posting user-generated content material (UGC) on its feed. From what I can see, numerous manufacturers are utilizing well-liked content material UGC of their commercials, enjoying on the concept of personalization and authenticity.
In the event you’re questioning why, the reply is straightforward. UGC reveals actual clients demoing the product. It’s straightforward for viewers to think about themselves utilizing the product and experiencing the advantages.
Usually, it’s onerous to inform that the account behind the content material is a model, slipping previous the pure response to maintain scrolling by a product video or advert.
One of many entrepreneurs I talked to, Yaroslav Melnyk, co-founder at kudos.tv, shared his course of for creating relatable TikTok content material:
“We current our profile and content material in a manner that doesn‘t scream ‘company.’ We goal for a real, ‘DIY’ look, utilizing easy filming setups at my residence, incorporating interiors that look near our audience’s aesthetics, and sustaining a casual tone in our communications.”
What I appreciated about Yaroslav’s strategy to short-form content material was the way it wasn’t clear that the movies have been from a model till you clicked on the profile. And as you may inform from the feedback above, a lot of the viewers didn’t both. Those that did, nonetheless, have been funneled into attempting out the product due to the product demo video model.
And this “hidden in plain sight” kind of content material is extraordinarily widespread for short-form movies on TikTok and Instagram Reels. It’s relatable, baits engagement (e.g., quiz movies the place accounts request customers publish their solutions within the feedback), and builds belief.
As somebody who’s posted movies on TikTok and obtained a whole bunch of hundreds of views, I can’t stress sufficient the significance of engagement by way of remark part and social sharing.
If a video receives nearly zero likes however has an above-average variety of feedback, the platform will nonetheless push the video to extra viewers. Primarily based on my private expertise, shares and feedback are weighed extra closely.
And that’s why you’ll usually see controversy get stirred up — to get folks commenting. That’s to not say you completely need to go wild to get folks to remark; being relatable is simply as potent.
Relatable Content material
Lastly, 38% of shoppers desire content material that’s relatable. And 63% say genuine, relatable social media content material is extra essential than polished, high-production posts.
Take into consideration the final time you scrolled social media. How usually did you see a high-production video versus a low-budget relatable one? For me, it’s most likely 95% selfie-style short-form movies.
How entrepreneurs measure up
It is sensible that relatable content material additionally tops the listing given the shift in social media preferences I’ve seen. Most platforms are shifting to short-form video, the right medium for relatable content material. Simply seize a cellphone, level it at your self selfie-style, and file a private story or skit.
That’s why round 95% of entrepreneurs plan to proceed or improve their funding in a relatable, genuine content material advertising and marketing technique. And, I consider we should always. As social media turns into extra extensively adopted, full-scale productions for commercials are out, and selfie-style, one-on-one speak movies are in.
What can entrepreneurs do?
UGC content material falls into each classes of product demos and relatable content material concurrently. And that’s not the one kind of relatable content material. Nice content material can embody responding to feedback, speaking about commonalities (pursuits and ache factors), and even interviews.
For instance, Lucy Vincent, founding father of LVS Digital Marketing, shared her ideas on leveraging relatable Instagram Reels to attach along with her viewers, acquire new followers, and push concepts:
“This road interview I did was extraordinarily relatable to my audience, people who find themselves pursuing or enthusiastic about pursuing advertising and marketing levels. The video confirmed them my experience, drove visitors to my web page, and helped viewers interact with me.”
Relatable content material offers an open discussion board for viewers to have interaction with you and your model. More often than not, your content material is not going to do the promoting — your product web page will.
The primary takeaway from these memorable content material sorts is that it’s best to all the time goal to create shareable content material. Whether or not it’s humorous, a product demo, or relatable (though they’re not mutually unique), the truth that customers get pleasure from watching all the time offers worth.
And that’s it for essentially the most memorable content material sorts. In the event you’d wish to see the opposite six content material sorts folks discovered most memorable, take a look at HubSpot’s Consumer Trends Report.
What kinds of content material do shoppers desire for studying about services and products?
As a marketer, you by no means actually know whether or not one thing will work except you check it. Luckily, HubSpot’s information can level us in the proper course relating to figuring out which social media platforms to give attention to (it’s most likely not what you suppose).
Right here’s some key information I discovered from the report:
- Quick-form video content material, akin to TikToks and Instagram Reels, is the most well-liked medium total, with 37% of respondents favoring this format.
- Social media marketplaces exterior of the app (33%) and sponsored content material (32%) additionally rank excessive as most well-liked strategies for product discovery throughout all age teams. Assume Fb Market.
- Whereas solely 29% of respondents total desire studying about merchandise by influencers they observe, this desire stays comparatively constant throughout generations, starting from 22% for Gen Z to 31% for Child Boomers.
- Feed posts (26%) and story posts (20%) additionally play a big position in product discovery.
I believe the first takeaway for entrepreneurs is {that a} multichannel strategy is crucial. No matter your product/service, increasing your attain by completely different channels is the way you’ll proceed to scale and develop — product discovery doesn’t occur on one kind of content material or platform.
How Entrepreneurs Measure Up
Entrepreneurs are catching on — 43% of social media entrepreneurs plan to attempt short-form video content material for the primary time in 2024. And for good purpose, 36% of social media entrepreneurs agree that short-form video has the best ROI.
I’ve discovered it comparatively low-cost and simple to create, on condition that it’s usually genuine and relatable. Plus, the potential of going viral and getting free consideration means it may very well be essentially the most profitable type of promoting on the market.
Get began on social media platforms your clients wouldn’t anticipate to see you on — simply do it. I discover it refreshing to see a model I wouldn’t anticipate to see on TikTok, dropping feedback on viral movies and creating “days within the life.” It reveals character.
What Can Entrepreneurs Do?
To successfully attain shoppers, listed below are some actionable steps you may take:
Leverage user-generated content material.
Customers crave genuine, relatable content material, and user-generated content material is a superb solution to meet this demand. In my expertise, encouraging clients to create and share content material that includes your merchandise by social media contests, rewards applications, or reposting their content material (with permission) could be extremely efficient.
UGC serves as social proof and offers a cheap solution to generate recent, partaking content material that resonates along with your audience.
Associate with influencers.
Collaborating with influencers who align along with your model values and have a powerful connection along with your audience generally is a highly effective solution to attain new clients. I’ve discovered that prioritizing influencers who’ve a real affinity in your model and might create genuine, relatable content material that showcases your merchandise in a pure manner yields one of the best outcomes.
I don’t find out about you, however once I see influencer advertising and marketing, I solely purchase when it’s somebody I belief. Influencers who shill merchandise left and proper for a payday aren’t one thing I usually purchase. And that’s why discovering the proper creators to advertise your merchandise is so essential in your ROI.
Strive social media outlets and marketplaces.
In the event you’ve scrolled by TikTok prior to now three months or so, you’ve possible seen a video selling a product by TikTok Store.
These product evaluate movies are being pushed by the algorithm as a solution to check out the characteristic, and by proxy, entrepreneurs are receiving a whole bunch and hundreds of views (and testimonials) with out paying for commercials.
TikTop Store completely coincides with the info, too, in addition to private expertise. Potential clients need authenticity, relatability, and personalization — which TikTok Store covers.
I’ve seen the everyday video model is a evaluate, case examine, or tutorial. The creator offers their ideas on the product, leading to an inflow of questions within the feedback and sometimes gross sales for the creator, who receives affiliate commissions. For you, all of that is additional promotion, increasing your attain as a model. And it’s precisely what most shoppers are searching for.
Not solely does a program like this drive visitors and model consciousness, however it additionally drives new content material you could possibly probably repurpose for promoting. I’ve seen that the primary three seconds of a TikTok Store video, in any other case generally known as the hook of the video, are practically similar to a typical commercial.
Knowledge-Pushed Entrepreneurs Keep Forward of the Curve
Staying forward of the curve includes wanting on the generalized information and evaluating it to the info you’ve gathered by yourself clients. That manner you’ll have a greater concept of the place to focus your efforts.
After seeing the info, I can’t assist however suggest looking on the channels you’re already utilizing and which of them you aren’t.
As an example, a B2B firm may create Search engine marketing content material and long-form vide however not short-form video or writing. Whilst you won’t suppose your audience is on these platforms, I can guarantee you that some are and so they’re ready to be launched to your model.
Client preferences are continuously evolving, which retains issues attention-grabbing.