The much-awaited Mindshare-e4m Content Marketing Trends report was unveiled today at Holiday Inn, Mumbai, in presence of eminent leaders from the advertising and marketing world. The report offers comprehensive findings in the content marketing ecosystem and offers marketers, industry leaders and other stakeholders insights on the latest trends, challenges and opportunities in the content marketing ecosystem. The report dives deep into four key pillars that enable content marketing – consumers, creators, technology, and platforms.
As per the report, Gen Z has caught every marketer’s attention. They are India’s first truly digital natives – spending over 8 hours online, consuming more than 5 hours of content every day, listening to podcasts weekly. According to the report, 97.9% of them follow influencers. It’s thus, no wonder that 76% of all social content they consume is creator-made. The report states 66% believe that tech helps them gain experience and acquire new skills while 55% say their life runs on technology. The report reveals that 87% spend the most time on Instagram while 57% consider YouTube as their online video & audio platform of choice.
The report stated that with higher smartphone penetration and access to digital payment gateways, Tier 2+ is emerging as the frontrunner in the growth of India’s digital economy. “Regional content consumption is on the rise as Bharat users, or those who prefer consuming social media content in regional and Indic languages over English, form 49% of the urban active internet users,” the report added.
The report highlights that preference for Indic languages is higher in non-metros at 53% compared to metros at 39%, while 93% of YouTube viewers prefer watching content in Indian languages. With 90% of new internet users opting to consume information in their mother tongue, an increasing number of Indians are turning to speech technologies to help them search online and complete digital transactions in languages other than English.
As per the report, the creator economy in India has come a long way to shape audience behaviour, drive outcomes and impact change with their power of storytelling. A whopping 80% Indians trust social media influencers for their buying decisions. The report states 67% of marketers feel influencers are agents of discovery, 64% of
consumers say they trust influencers with subject expertise while 61% of consumers claim they make 3+ purchases based on influencer endorsements.
“Adoption of 5G in India has crossed 130 million users and is set to cross 860 million by 2029. This accelerated 5G adoption opens new avenues for marketers and content creators. Moreover, virtual and augmented reality are two rapidly advancing technologies that are changing the way we experience”, the report added.
Content marketing is a dynamic field constantly evolving with changing consumer preferences and technological advancements. From interactive videos and immersive storytelling to personalised content experiences, the content marketing domain continues to expand, offering innovative ways to engage and connect with target audiences.
Mindshare & e4m Content Marketing Trends attempts to bring forward the latest happenings across the Indian content marketing ecosystem, in addition to diving deep into how content has evolved, what is driving it and its evolution and how content is rewriting the codes of marketing. The report stated that in India, Content Marketing has ballooned to become a Rs 10,000 cr industry.
