As a gym owner mentor and a gym owner myself, it’s essential to understand the types of content that resonate with your audience. Recently, I delved into HubSpot’s latest Consumers Trends Report, which highlights the content that marketers are leveraging in 2024 to gain the most traction. Here are some of my top insights.
1.Images and Infographics
Visual content like images and infographics are preferred by 52% of consumers, with Gen Z (53%) and Baby Boomers (58%) showing the highest preference.
Consider Instagram as an example. Infographics and carousel posts that highlight key information about your product can achieve significant reach when users share them on their stories, with friends, or even off-platform.
Memes are another visual content format gaining traction. To effectively utilise image and infographic marketing, I often build on existing successful formats. For instance, using a popular meme template, such as the classic comparison of two pictures with text, and creatively integrating your brand into it can be highly effective.
2. Short-Form Video Content
Short-form videos are enjoyed by 45% of consumers on platforms like TikTok and Instagram Reels, with Gen Z (55%), Millennials (52%), and Gen X (52%) being the biggest fans.
Currently, social media platforms like YouTube and Instagram are prioritising short-form video content to compete with TikTok, which is why these videos dominate your feed. If your content appears relatable, short-form videos offer significant opportunities.
Professional-quality shots seen in commercials can work well as advertisements, but on social media, they can be counterproductive. In my experience, posts solely focused on selling often underperform compared to more relatable content.
Your content should blend seamlessly with the platform. Your brand’s videos should resemble those of your audience’s favourite influencers, featuring a selfie-style camera and informal, non-salesy language.
3. Live Videos and Live Streams
Live video content appeals to 35% of consumers, with Millennials (40%) and Gen X (36%) being the most engaged.
I’ve discovered that hosting live Q&A sessions on Instagram and Facebook is extremely effective for building rapport with our audience and addressing their concerns in real time. To maximise engagement, I promote the live sessions ahead of time, create a clear agenda, and encourage viewers to submit questions through direct messages.
4. Long-Form Video Content
Though less popular than short-form videos (24%), long-form videos are particularly appreciated by Millennials (39%). This indicates that if your product or service needs more detailed explanation, long-form content should be part of your strategy.
For example, a video sales letter (VSL) can help qualify prospects within a 40-60 minute video, prompting them to make a purchase. When crafted well, these videos can be posted on your YouTube channel, allowing the algorithm to do the heavy lifting.
5. Text-Based Social Media Content
Text-based posts on platforms like X (formerly Twitter) and Reddit appeal to 18% of consumers, with Gen Z (21%) and Millennials (20%) being the most receptive. These platforms enable consumers to share their experiences in a non-biased, non-judgemental way.
Social media platforms are crucial for understanding the narratives around your product — such as customer concerns, usage patterns, and common questions from potential customers.
On X, you can share your brand’s personality and gain organic reach by hopping on trends and memes.
6. Newsletters
Email newsletters are preferred by 17% of consumers, especially Baby Boomers (27%). Newsletters are a great way to update your customers on what’s happening with your business. Including market analysis or local happenings can be a bonus if you run a local business.
I recommend combining text and visual aids in your newsletters. This allows your readers to skim through and find the information they’re interested in, whether it’s an important update or a fun tidbit.
7. Blog Posts
While only 14% of consumers favour blog posts, they are still crucial for SEO and thought leadership, with Gen X (20%) being the most likely to engage. Despite the low percentage, search engines aren’t going anywhere, making SEO as vital as ever.
To ensure success, I create content that aligns with the different stages of the buyer’s journey while also offering readers unique insights or perspectives. Additionally, I incorporate visuals and clear calls to action throughout the post.
What Types of Content are Memorable to Consumers?
Now that we know how people like to consume content, what makes them remember it? The most memorable content types are funny content, content that showcases a brand’s products, and relatable content.
Funny Content
Humorous content is the most memorable for 52% of consumers. I completely agree — a funny post from a brand sticks with me. Brands that make jokes tend to attract and retain attention.
How Marketers Measure Up
From my observations, funny content drives significant engagement on social media, leading to high marketing ROI potential. According to the Social Media Marketing Trends report, 97% of marketers are willing to invest in funny social media content.
With 24% of marketers achieving the highest social media ROI with humorous content, more marketers are likely to embrace this trend. The potential attention from a viral post makes it a worthwhile endeavour.