As a marketer, you know that creating content your audience craves is key to capturing attention, building trust, and driving results. But with consumer preferences constantly evolving, it can feel like a moving target.
What content formats resonate most? How do different generations engage with content? And are you truly meeting your audience‘s needs and expectations?
To help you answer these questions, we‘ve dug into the latest data to uncover what types of content consumers find most memorable and valuable in 2024.
By the end of this post, you‘ll have a clear roadmap for aligning your content strategy with your audience‘s desires and standing out in an increasingly crowded digital landscape. Let‘s dive in.
The Psychology Behind The Content Consumers Crave
Our 2024 Consumer Content Preferences Report revealed three clear winners for the most memorable content:
- Funny content (57%)
- Relatable content (44%)
- Content reflecting brand values (39%)
But why do these content types rise to the top? The answer lies in human psychology.
The Power of Humor
Humor activates the brain‘s reward system, releasing dopamine that creates a positive emotional response and enhances recall. Studies show that people are more likely to remember and share funny content.
Brands like Wendy‘s and Mooncup have built loyal followings by mastering the art of witty social media banter.
Image Source: Twitter
The Resonance of Relatability
People naturally gravitate towards content that reflects their own experiences, struggles and triumphs. Relatable content forges an emotional connection by signaling "I see you and I understand you."
A powerful example is Dove‘s "Real Beauty" campaign. By showcasing real women‘s bodies and stories, Dove tapped into a shared experience that deeply resonated.
Image Source: Dove
The Impact of Reflecting Values
64% of consumers are "belief-driven buyers" who choose brands based on shared values. Creating content that reflects your brand‘s mission and ethos can attract like-minded audiences and create a sense of community.
Patagonia‘s content marketing is the gold standard, focusing on compelling stories around environmental activism. Their 2022 "Should They Stay or Should They Go" article series took a bold stand for addressing over-tourism.
Image Source: Patagonia
By understanding the psychology of memorable content, you can craft messages that not only capture attention but forge lasting connections.
Decoding Each Generation‘s Content Preferences
Of course, resonance is highly dependent on your target audience. Let‘s explore how content preferences vary by generation and what you can do to tailor your approach.
Generation Z (Born 1997-2012)
As digital natives, Gen Z has distinct content habits and expectations. Our research shows their top preferences are:
- Short-form videos (62%)
- Influencer content (52%)
- Interactive content like polls and quizzes (49%)
Gen Z values authenticity, diversity, and innovation in the content they consume. They gravitate towards raw, unfiltered content that reflects their identities and beliefs.
To reach this discerning generation, embrace video-first platforms like TikTok and partner with influencers who embody your brand values. Incorporating interactive elements and AR can also boost engagement.
Example: Fenty Beauty‘s TikTok strategy focuses on celebrating diversity and encouraging self-expression through short, high-energy makeup tutorials and challenges.
Image Source: TikTok
Millennials (Born 1981-1996)
The first generation to grow up with social media, Millennials respond best to:
- Short-form videos (59%)
- Relatable memes and GIFs (47%)
- Nostalgic content (43%)
Millennials appreciate clever, witty content that‘s shareable and taps into their affinity for 90s-2000s pop culture. They also value authentic, behind-the-scenes content that humanizes brands.
Tapping into Millennial nostalgia has been a winning strategy for brands like Walmart, which released a series of retro Netflix watch parties during the pandemic.
Image Source: Walmart
Generation X (Born 1965-1980)
Often overlooked between Boomers and Millennials, Gen X has substantial purchasing power. Their top content choices are:
- Informative how-to content (53%)
- Authentic user-generated content (48%)
- Longer-form content like podcasts (39%)
Pragmatic and self-reliant, Gen X seeks out content to help them navigate work and family life. They value genuine, down-to-earth brand voices and respond to storytelling with an emotional core.
Microsoft‘s [Work Life Rising] campaign shared touching vignettes of Gen Xers balancing remote work and parenting.
Image Source: Microsoft
Baby Boomers (Born 1946-1964)
The wealthiest generation controls a staggering 70% of disposable income in the U.S. Boomers consume:
- Informative articles and blogs (59%)
- Email newsletters (49%)
- Heartwarming and inspirational content (44%)
Boomers prefer content that educates, informs buying decisions, and appeals to their desire to maintain youthful vitality. They engage heavily with email content and seek out thought leadership from trusted experts.
Loews Hotels & Co. saw a 400% increase in email open rates with Boomer-targeted emails focused on experiential travel offerings.
Image Source: Loews Hotels & Co.
Mind the Gap: Where Marketers Fall Short
Despite the clear data on what consumers want, many marketers are missing the mark. Our 2024 State of Content Marketing Report reveals:
- Only 27% regularly utilize humor in their content
- Just 34% say their content reflects their brand values
- 62% don‘t feel they have a strong understanding of their audience
This disconnect presents a tremendous opportunity. By better aligning your content strategy with your audience‘s core desires, you can differentiate yourself from competitors and foster deeper brand affinity.
5 Strategies To Align Your Content With Audience Needs
Ready to start creating content your audience will love? Here are five strategies to implement now:
1. Embrace Edutainment
The best content strikes a balance between entertaining and informing. Use humor, storytelling, and relatable examples to make your educational content engaging and memorable.
Example: Canva‘s "Design School" offers fun, bite-sized video tutorials on graphic design topics like color theory and typography.
2. Highlight Your Brand Purpose
Weave your brand‘s mission and values into your content to attract audiences who share your beliefs. Take a stand on relevant issues and showcase your impact.
Example: Warby Parker‘s "Buy a Pair, Give a Pair" program and related content reinforces their commitment to expanding access to eyecare.
3. Collaborate With Trusteed Voices
Partner with influencers, experts, and customers who embody your brand and can speak authentically to your audience. Leverage their credibility and reach to amplify your message.
Example: Sephora‘s Beauty Insider community features user-generated content and product reviews from passionate brand advocates.
4. Experiment With Snackable Formats
Invest in short-form video and interactive content optimized for mobile viewing. Test different formats and platforms to see what resonates most with your specific audience.
Example: Chipotle‘s Giphy stickers and Instagram Story lenses offer fun, shareable assets that keep the brand top of mind.
5. Use Feedback Loops To Refine Your Approach
Monitor engagement metrics and listen to audience feedback to continuously improve your content. Regularly survey your audience to stay attuned to their evolving needs and preferences.
Example: Lego Ideas crowdsources new product concepts from its passionate fan community and brings winning ideas to life.
By implementing these strategies and staying agile, you can create scroll-stopping, share-worthy content that cements your brand as a go-to destination for your audience.
Content That Connects In 2024 & Beyond
As we‘ve seen, today‘s consumers crave content that entertains, informs, inspires and above all, feels authentic to their experiences and values. The brands that win will be those that listen closely to their audience and adapt quickly to their evolving needs.
By incorporating more humor, relatability, and purpose-driven messaging into your 2024 content strategy, you‘ll be well-positioned to capture attention and build lasting connections.
It‘s time to ditch the stale, impersonal content of the past and embrace a new era of audience-centric, resonant brand storytelling. Your customers are waiting — now go out there and give them the content they‘re truly craving.
| Generation | Top Content Preferences |
|---|---|
| Gen Z | – Short-form video (62%) |
| – Influencer content (52%) | |
| – Interactive content (49%) | |
| Millennials | – Short-form video (59%) |
| – Relatable memes/GIFs (47%) | |
| – Nostalgic content (43%) | |
| Gen X | – Informative how-tos (53%) |
| – User-generated content (48%) | |
| – Podcasts (39%) | |
| Boomers | – Informative articles (59%) |
| – Email newsletters (49%) | |
| – Heartwarming content (44%) |
Need help revamping your content strategy? Download our free 2024 Content Planning Kit for plug-and-play templates and worksheets.
[CTA BUTTON: Download The 2024 Content Planning Kit]
