The key shift in 2024 is the continued dominance of video content, especially short-form videos. Platforms like TikTok, Instagram Reels, and YouTube Shorts are preferred by consumers, making video a top priority for brands. Authentic, user-generated content (UGC) remains crucial, as it fosters genuine engagement and trust with audiences. This trend is particularly strong with Gen Z, who seek authenticity from the brands they engage with

Furthermore, the rise of AI in content creation is making waves, but human-generated content still tends to outperform AI-written material in terms of search engine rankings and user engagement. As a result, many marketers are blending AI and human-generated content for better results

. Global expansion is another key trend, with more companies targeting international markets. This is seen as an opportunity to tap into less competitive regions, driving growth