Content Trends 2024: A Deep Dive into Global Preferences and Best Practices

In today‘s hyper-connected digital landscape, content reigns supreme. But with audiences spanning diverse regions, cultures, and platforms, crafting an effective global content strategy can be a daunting task. What resonates with consumers in the United States may fall flat in Germany, while trending formats in Latin America may not gain traction in Japan.

To help marketers navigate this complexity, the team at HubSpot Research has analyzed data from over 300,000 content pieces across 10+ regions to uncover the key trends and preferences shaping the global content landscape. In this comprehensive guide, we‘ll break down our findings and share actionable tips for creating content that truly connects with audiences worldwide.

The Global Video Content Boom

One trend that transcends borders is the explosive growth of video content. According to Cisco, online video will account for a staggering 82% of global internet traffic by 2024, up from 72% in 2017. This surge is driven in large part by the widespread adoption of smartphones and the rise of mobile-first platforms like TikTok and Instagram Reels.

HubSpot‘s research confirms that video is now the preferred content format for consumers across regions:

Region Prefer Video Prefer Images Prefer Text
United States 65% 21% 14%
Latin America 72% 16% 12%
Germany 59% 27% 14%

Source: HubSpot Content Preferences Survey, Q2 2023, n=5,000

But not all video is created equal. Our analysis found that short-form, user-generated content is seeing the highest engagement rates, especially among younger audiences. On TikTok, for example, videos under 15 seconds receive an average engagement rate of 12.6%, compared to just 4.1% for videos over 1 minute.

To capitalize on this trend, brands should prioritize creating snackable, authentic video content that feels native to each platform. Embrace popular formats like challenges, duets, and behind-the-scenes footage, and experiment with creative tools like filters and effects. Above all, focus on entertaining and educating viewers rather than overtly promoting your products.

Regional Platform Preferences

While video is gaining ground globally, the platforms consumers use to discover and engage with content vary significantly by region. Understanding these nuances is key to optimizing your distribution strategy.

In the United States and Europe, YouTube and Facebook still dominate, with over 2.2 billion and 2.7 billion monthly active users respectively as of 2023. However, Instagram is quickly closing the gap, with 1.3 billion MAUs and a highly engaged user base.

Meanwhile, in Asia, regional platforms like WeChat, Line, and KakaoTalk are the primary channels for content consumption and brand interaction. WeChat alone boasts over 1.29 billion MAUs, and its mini-programs feature allows brands to create immersive, app-like experiences within the platform.

Latin American audiences, on the other hand, have embraced WhatsApp as a key content discovery channel. According to HootSuite, WhatsApp has a penetration rate of over 80% in countries like Brazil, Argentina, and Colombia. Brands are leveraging the app to share exclusive content, provide customer service, and build community through group chats.

Here‘s a breakdown of the top content platforms by region:

Rank United States Latin America Europe Asia
1 YouTube WhatsApp YouTube WeChat
2 Facebook YouTube Facebook Line
3 Instagram Facebook WhatsApp KakaoTalk
4 TikTok Instagram Instagram Douyin
5 Twitter TikTok Twitter Weibo

Source: HootSuite Digital 2023 Report

To effectively reach audiences in each region, marketers must develop a localized platform strategy that takes into account user behaviors and preferences. This may involve creating custom content for each channel, partnering with regional influencers, or leveraging platform-specific features like WeChat mini-programs or WhatsApp business tools.

Cultural Considerations for Content Creation

Beyond platform preferences, cultural factors play a significant role in shaping content preferences and engagement patterns. What resonates in one market may be considered offensive or irrelevant in another.

For example, in collectivist cultures like China and Japan, content that emphasizes group harmony and shared values tends to perform well. Pepsi‘s "Bring Happiness Home" Chinese New Year campaign, which featured heartwarming family reunions and nostalgic traditions, was a huge hit on WeChat and Weibo.

In contrast, individualistic cultures like the United States and United Kingdom tend to respond better to content that highlights personal achievement and self-expression. Nike‘s "Dream Crazy" campaign, which celebrated athletes who defied expectations and charted their own paths, resonated strongly with Western audiences.

Language and humor are other key cultural considerations. While sarcasm and irony are popular in the United States, they may not translate well in more literal cultures like Germany or Japan. Similarly, slang and idiomatic expressions can be difficult to localize effectively.

To navigate these cultural nuances, brands should invest in local content teams or partners who deeply understand each market. Conduct thorough research into regional values, taboos, and communication styles, and prioritize authentic, culturally relevant messaging over generic global campaigns.

Optimizing for Mobile and Emerging Tech

As smartphone penetration continues to rise globally, mobile optimization is no longer optional for content marketers. In regions like Africa and Southeast Asia, mobile devices are the primary means of internet access, with penetration rates as high as 90% in some countries.

To effectively engage mobile-first audiences, content must be designed with small screens and limited data plans in mind. This means prioritizing lightweight formats like images, infographics, and short videos over text-heavy blog posts or data-intensive interactive content.

Responsive design is also crucial for ensuring a seamless user experience across devices. Google‘s Mobile-Friendly Test tool can help identify areas for improvement, such as text readability and touch target size.

Looking ahead, the growth of 5G networks and advancements in augmented and virtual reality technology will open up new possibilities for immersive, interactive content experiences. While still nascent, early adopters like IKEA and Sephora are already experimenting with AR features that allow users to visualize products in their own homes or virtually try on makeup.

To stay ahead of the curve, marketers should start exploring these emerging technologies now and considering how they can be leveraged to create more engaging, personalized content experiences. But don‘t invest in tech for tech‘s sake – always prioritize user needs and preferences first.

Measuring and Optimizing Performance

No global content strategy is complete without a robust performance measurement plan. But with so many platforms, regions, and formats to track, it can be challenging to know where to focus your efforts.

Start by setting clear, measurable goals for each piece of content, aligned with your overall business objectives. These might include metrics like reach, engagement rate, click-through rate, or conversions.

Use platform-specific analytics tools to track performance in real-time and identify areas for optimization. On Instagram, for example, you can use Insights to track impressions, engagement rate, and audience demographics for each post.

For a more holistic view of content performance across channels and regions, consider investing in a centralized analytics platform like HubSpot Marketing Hub or Google Analytics. These tools allow you to track key metrics like traffic, leads, and ROI in one place and easily compare performance by region or content type.

Based on your analysis, continually test and iterate on your content strategy. A/B test different headlines, formats, and distribution channels to see what resonates best with each audience segment. Don‘t be afraid to pivot quickly if something isn‘t working – agility is key in today‘s fast-paced digital landscape.

The Future of Global Content

As we look ahead to 2024 and beyond, the global content landscape will continue to evolve at a rapid pace. Here are some key trends and predictions to keep on your radar:

  1. The rise of virtual and augmented reality content. As VR and AR technologies become more accessible and affordable, brands will start creating more immersive, interactive content experiences. Think virtual product demos, 360-degree video tours, and AR-powered try-before-you-buy features.

  2. The blurring of lines between content and commerce. With the growth of shoppable posts and social commerce features, the path from content discovery to purchase will become more seamless and frictionless. Brands that can create compelling, shoppable content experiences will have a significant advantage.

  3. The dominance of short-form, user-generated video. Platforms like TikTok and Instagram Reels have already redefined the video landscape, and this trend shows no signs of slowing down. Brands will need to master the art of creating authentic, engaging short-form video content that resonates with Gen Z and Millennial audiences.

  4. The rise of voice and audio content. With the proliferation of smart speakers and the popularity of podcasts, audio content will become an increasingly important part of the global content mix. Brands that can create compelling audio experiences, such as branded podcasts or voice-powered apps, will be well-positioned to capture attention and build loyalty.

  5. The importance of diversity, equity, and inclusion in content. As consumers become more socially conscious and demand more diverse representation in media, brands will need to prioritize creating content that is inclusive, accessible, and culturally sensitive. This means hiring diverse content teams, featuring a wide range of voices and perspectives, and addressing important social issues authentically and responsibly.


Navigating the complex global content landscape can be challenging, but with the right strategies and tools, marketers can create content experiences that truly resonate with audiences worldwide.

By staying attuned to regional platform preferences, cultural nuances, and technological advancements, and continually testing and optimizing performance, brands can build lasting connections with consumers across borders and devices.

The future of global content is immersive, interactive, inclusive, and deeply personal – and the brands that can adapt and innovate in this dynamic landscape will be the ones that thrive in 2024 and beyond.

For more data-driven insights and actionable tips on global content strategies, check out HubSpot‘s State of Content Marketing Report and subscribe to our Marketing blog. With over 600,000 active users in 120 countries, HubSpot is your trusted partner for navigating the ever-evolving world of digital marketing.