5 Content Marketing Trends That Will Grow Your Business in 2024

2024 is here and there’s no better time for brands to pivot their marketing strategies and embrace new content trends for Q1.

Whether you work in the technology secotr,beauty secotr or education sector, content plays a crucial role in any successful marketing strategy. In fact, there has been an increased interest in content-related online searches recently, with ‘content marketing trends’ rising by 50% over the last three months, and ‘video marketing trends’ increasing by 300% year-on-year (2023).

With the rise in interest surrounding content marketing, it’s important for brands to stay ahead of the curve if they want to stand out from competitors. This is where we can support you!

At Bareska, we believe that harnessing the power of content production is vital for a brand’s success, whether you’re launching a new product, building brand trust or hosting an event. This is why we have used our expertise to put together the top five content trends you can’t ignore in 2024.

From short-form video content to immersive experiences, find out how to unleash the power of content and level up your brand’s game in 2024.

Trend 1: Short-form video content

Short-form content consists of sharp, snappy 3 second-1 minute long videos and research shows that 96% of consumers prefer to watch these quick, fun videos to learn about a product or service over any other format.

Our first trend has seen an exponential increase in popularity over the last couple of years with the rise of social media platforms such as TikTok and Instagram. According to recent research, TikTok is expected to have 1.92 billion users by the end of 2023 and up to 2.22 billion by the end of 2027 – one thing is for sure, short-form video content is here to stay!

So, now you know about the popularity of short-form video content, you might be wondering how you can leverage this exciting trend.

Our top three tips for creating short-form video content:

• As short form videos are so short, you need to ensure they engage users immediately and capture their attention
• It is generally considered best practice to film short-form videos vertically
• Your videos need to have a purpose – think about what you’re trying to achieve. Are you showcasing a product? Building trust between customers? Telling the story behind your brand?

At Bareska, we believe short-form videos can help elevate brands by increasing awareness. We can support you with creating animated graphic packages that highlight your brand and keep your messaging consistent. If you have any questions about how we can help deliver exceptional video production solutions, please get in touch with us today.

Trend 2: AI-Generated content

It won’t come as a surprise that AI-generated content has made our list of the top content trends for 2024. Taking the world by storm, AI has seen an unprecedented increase in popularity over the last couple of years.

Online searches for ‘AI video creation’ have risen by a huge 2,500% over the last year, while ‘AI generated video’ has increased by 1,257% in that same time (2023).

So what is AI content?

At Bareska, we split AI content into two categories: content that has been created by AI, or content that has had AI incorporated into its production process.

Some of the benefits of incorporating AI into the content production process include:

• You can use AI to automate part of the content process and therefore streamline production
• AI can produce content ideas and drafts in seconds, ready to be developed into incredible pieces of content
• As previously mentioned, AI can help to personalise content for users to deliver a bespoke user experience
• AI can support with the planning and research stages of creating content, and can be used as a springboard for ideas.

However, while AI can support content production and marketing strategies, human thought and insight is still crucial. There are also some security risks and accuracy concerns that you need to be aware of before jumping on this trend.

Did you know… we recently created a blog post about how AI can support brands with digital content production, covering everything from automation to personalisation?

At Bareska, we also offer 60-minute AI seminars for Sales and Marketing Teams where you will gain insight into striking the right balance between AI and human expertise. We cover topics including how to train AI and how to manage security concerns. If you want to discuss booking a seminar with us, contact us today.

Trend 3: Personalised content

No matter which sector you work in, whether it’s the construction sector, financial sector, or defense & public sector, personalising content is the only way to break through the noise and reach your customers in 2024.

A recent study shows 71% of consumers already expect companies to deliver personalised interactions, and 67% get frustrated when this doesn’t happen.

Personalised content creates a unique, bespoke user experience by using specific data and information about a customer. It could also be personalised through localisation, for example, to a specific area, city or country.

You can also utilise one of our other trends (spoiler alert!) to support you with personalising content by using AI.

Want to learn more about AI? Check out our recent blog on six ways AI can support your digital content production.

The best part about focusing on personalisation as part of your marketing strategy in 2024? Any type of content production can be personalised, whether you’re creating videos, emails or website copy!

You might be wondering, why is personalisation so valuable in 2024? Everyday, users are exposed to hundreds of adverts, videos, products, messages, from local and global brands.

To be able to truly stand out, your content needs to be authentic and speak directly to your user. Everything from production value and branding to the look and feel are equally as important as the engaging message. By understanding your customers, and connecting with them authentically on a deeper level, you are more likely to build trust and loyalty with them over your competitors.

Trend 4: Immersive and interactive content

The latest stats show the average time people spend on TikTok each day is 53.8 minutes. With videos averaging 10-15 seconds, users could be watching around 232 videos a day on TikTok alone. When you combine this with other social media platforms and take into account that around 5 billion YouTube videos are consumed everyday, that’s a lot of content!

As a result, users need to be engaged and interacted with, otherwise videos can blur into one and yours won’t stand out. If your brand is going to use video as part of your content marketing strategy, you need to ensure they stand out in every conceivable way.

One of the ways your brand can do this is through creating immersive content. What is interactive content and how does it differ from immersive content? Interactive content encourages some form of user participation. Videos are inherently interactive, but adding any of the following elements can take them to the next level and captivate users:

• Questions
• Quizzes
• Gamification
• Videos that allow users to choose what happens (e.g. if they choose option A, a specific product is shown but if they choose option B, a different product is shown)

Immersive content goes a step further with what users are seeing and feeling.

Examples of immersive content can include:

• Augmented Reality
• Virtual Reality
• 360 degree videos
• 3D models

Recent research shows the immersive technology market is forecast to grow by USD 145.25 billion (approx. GBP 118.95 billion) over the next 10 years, so your brand needs to leverage immersive content now if you want to outshine competitors and capture the attention and loyalty of your customers.

Going above and beyond with content in 2024 will highlight to potential customers that you care about their overall experience and value them, making them more likely to want to invest in your services.

You might be wondering, how do you go about creating an immersive experience for your customers? This is where we come in!

We are proud to deliver state-of-the-art virtual environments that offer a unique branded experience like no other. At Bareska, we’re able to deliver branded virtual studios with 3D models so the online experience for your customers can be as valuable as if it were in person. Get in touch with us today to find out more about how we can support you with creating interactive and immersive content.

Trend 5: Live content

Our final content trend of 2024 that your brand needs to leverage is live content. Live content is one of the most interactive and engaging forms of content, and can demonstrate your brand to your audience firsthand by:

• Being able to see your products live rather than in orchestrated photos
• Having the ability to ‘peak behind the scenes’ and learn more about how your brand operates
• Being able to communicate in real-time with you.

Some of the most popular examples of live content that your brand should be incorporating into your 2024 marketing strategy include:

• Live streams
• Event coverage
• Webinars
• Live product launches
• Live Q&As (these are often combined with live streams and webinars).

Over the last few years, the wonderful world of events has changed significantly. We’re now in a world where in-person events often have online audiences and this is great because it means you can have twice as many people attending your event.

However, it also means that it’s vital to ensure both your internal and external audiences feel part of the same, high-quality, branded experience. By hosting an event that captures the attention of both your in-person and virtual audiences, you are opening your brand up to more customers, revenue and brand loyalty!

Why is it so important that your brand goes live? Online searches for ‘how to do a livestream’ have risen by 200% in the last year, highlighting just how many people and brands are wanting to produce live content. ‘Real-time content’ has also seen a 100% increase over the last three months (2023).

Does your brand need support with producing high-quality, exceptional live content? Whether you want to host a webinar, live product launch or coverage for an upcoming in-person event you’re hosting, Bareska can deliver outstanding events for your brand. We pride ourselves on offering both fully virtual and hybrid events to suit your strategy. Contact us today to learn more about our live content support.

How to harness the power of content production in 2024

Every single one of these innovative trends offer the opportunity for your brand to be seen by potential customers ahead of your competitors. Whether you plan on introducing live content into your marketing strategy, developing new immersive product launches or personalising content to create a bespoke user experience, these trends are crucial for success in 2024.

Are you looking for support with creating high-quality live content? Perhaps you’re looking to build brand awareness through animation? You may even be looking to create industry-leading videos that showcase your brand and services to customers. Whatever you need, Bareska can deliver!

Get in touch with us today to find out more about how we can support your brand through bespoke content production solutions.