Global marketing content trends and preferences

What really grabs people’s attention in the ever-buzzing world of digital content?

Key takeaways

• Consumers globally (especially Gen Zers) perceive user-generated content as more authentic and trustworthy than branded video content.

• Globally, consumers were 24% more likely to purchase from short content than long content.

• 61% of global consumers say they have shorter attention spans while engaging with online content, and only one in four said long content would lead them to purchase.

• Consumers globally were most likely to make purchases from videos of the following content: tech/gadgets (29%), reviews/unboxings (26%), and fashion/beauty (25%).

• Nearly three in five consumers globally desire more transparency and honesty in brand messaging from small businesses for 2024.

L'etude complète sur Adobe