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Content Marketing Trends In The UK

In order for UK brands to achieve success online, they must utilise content marketing. Content marketing can help your brand stand out in a noisy marketplace, captivate your target audience, and demonstrate your expertise. Content market trends are constantly changing, so it can be hard to keep pace. It is important to adopt UK-specific strategies in order to engage a British audience, so what are the best ways to do this? This post will look at the content marketing trends in the UK making waves in 2024. 

Content Marketing Trends In The UK

Interactive Content

Interactive content is rapidly growing in popularity in the UK. It is easy to see why, as this content encourages engagement and is completely different from other content forms. Interactive content is also useful for UK brands as it can provide insight into consumer preferences, which brands can use to tailor their approach and keep customers engaged. Interactive content can include:

  • Polls

  • Surveys

  • Quizzes

  • Calculators

Influencer Marketing

You don’t have to be a digital marketing expert to recognise that influencer marketing is a huge trend in 20224, both in the UK and worldwide. Consumers rely heavily on social media influencers to recommend brands and products/services, so businesses need to find relevant influencers with authenticity to promote their business. Within influencer marketing, micro-influencers are trending in the UK as influencers with smaller followings but known for high-quality content that encourages engagement. 

Short-Form Video Marketing

British market insights show that short-form videos are hugely popular in the UK right now. TikTok, Snapchat, Instagram Stories, and Facebook Reels are all platforms used extensively by UK consumers, particularly younger generations. Short-form videos are snappy, engaging, and entertaining, so they can be a powerful tool for brands looking to get noticed online. 


Statistics show that one-third of UK adults listen to podcasts every month. Podcasts have exploded in popularity in the UK in the last few years as they are convenient for listeners, and there are podcasts on all topics. For UK brands, a podcast is an opportunity to engage your target audience, humanise the brand, and showcase your expertise. Alternatively, you could sponsor a popular podcast listened to by your target audience to engage them online and increase brand awareness. 

UK-Centric Content

There is also a strong demand for UK-centric content. People always want to see content that is relevant to them and current, but particularly since the pandemic and economic fallout. Many people are struggling, so content that addresses their concerns and offers advice is popular right now. This is why it is so important to have a strong understanding of your target market and the challenges they are currently facing. When you make content relevant and useful, it will captivate your target audience, create strong bonds, and keep people coming back for more. 

These are the content marketing trends in the UK to be aware of in 2024. UK brands must know how to engage a British audience, so you want to create content that will captivate your target audience, showcase your expertise, and stand out from the crowd. This is how you achieve success in an increasingly competitive online marketplace.

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