Ben Young
Ben Young
September 13, 2023

Each week in our newsletter we share the latest info we find.

If you’re doing content marketing, and wanting to audit its performance or find a way to drive performance, analytics might be what you’re looking for. Imagine a platform built for the art & science of content? That’s Nudge.

This post collates all the stats for the year mentioned in our newsletter.

  • 30% of consumers believe that paid content is higher quality than free content, while 10% say free content is higher quality.
  • Gartner predicts 50% of consumers will significantly limit their interactions with social media by 2025. And that organic search will drop by 50% by 2028.
  • [On creator content] An average lift of 5 points in brand familiarity, 9 points in brand affinity, 6 points in brand consideration, and 7 points in purchase intent was observed across campaigns and verticals.
  • 86% of consumers say they’re open to paying for content produced by brands.
  • 63% of respondents said they would be open to paying for TV, video, and film content produced by brands.
  • 53% said they would consider paying for live event content.
  • 43% of consumers trust brand content more when it’s created by professional journalists, and 42% trust it more when it clearly discloses who it’s funded and created by.
  • Shorter headlines get more pick ups.
  • LinkedIn sessions grew 12% with record engagement.
  • 41% of audio ads generated positive brand recall compared to 38% for video ads.
  • Stacker shares what brand stories are getting picked up in the last month.
  • Long form posts on X are now at 3b views per day and rising.
  • 71% of senior business technology decision makers are disappointed with B2B marketing content.
  • Research commissioned by TikTok found creative elementsthat feel native to the platform generate longer watch time: featuring real people (+9%), remixing a TikTok trend (+14%) and crafting a creative story (+16%).
  • Time taken to capture 80% of ad impact, 2s for ad recall and 2.5s for awareness. -TikTok
  • There are now 3.1m different podcasts for consumers to choose from.
  • [Dentsus Global CMO report] 38% Of CMOs say they have already invested in ‘branded content’ as an entertainment marketing tactic. 37% have invested in TV Programming, 34% in Influencer partnerships, 33% in Publishing, and 32% in Entertainment Platforms, and IP.
  • Linkedin users shared 41% more content on the network than they did in the same period in 2021.
  • 36% of content marketers are using generative AI.
  • News is the second most popular type of social media video in the UK.
  • More than 2b watch YouTube shorts monthly.
  • 61% of fans enjoy seeing brands sponsoring/creating content for their fandoms.
  • There is high trust in content made by generative AI.
  • Harry Stebbings sharing the power of a good TikTok, 88,300 site visits and 12,800 newsletter subscribers.
  • ^ Another on TikTok driving DTC sales.
  • LinkedIn’s latest B2B Marketing Benchmark Report, CMOs (n=376) say #martech and data mastery is 2nd most valuable skill for their role today.
  • There are now 100m podcast listeners on Spotify. Consumption has grown more than 1,400%.
  • MorningBrew has used SwapStack to drive over 100,000 subscribers.
  • Creators can earn between $500 and $1,000 for 1 million views on instagram.
  • TikTok Creators can earn $700 per 500,000 videos using their custom filters.
  • 52% of B2B companies earmark 0–15% of their budget for content marketing from the Statista Content Marketing Trend study.
  • 79% of marketers expect marketing goals to increase this year.
  • Only 30% of marketers use original research in content marketing strategies.
  • The majority of Americans (55%) say they trust news from podcasts as much as the news they get from other sources.
  • Brand recall and enjoyability are the top two key attributed that determine the success of brand campaigns.
  • Nearly 90% of US marketers said AI or machine learning technology saves their company time and money, while 82% said the content it generates is as good as—if not better than—human-generated content.
  • 52% are considering moving their budget away from paid advertising efforts to owned and earned content creation, while 30% are already doing so.
  • There is a direct correlation between the amount of content produced by a brand and the ROI. Around a third (34%) of teams that produce more than 20 pieces of content a month report a significant increase in ROI, compared to only 5% who are producing five or fewer pieces of content.
  • Digital video viewing to top traditional tv in US this year.
  • A strong content-lead in increased engagement by 62%.
  • #1 challenge for content marketers is linking content creation to business outcomes.


These posts may also be helpful: