During a 2024 survey among business-to-business (B2B) marketers worldwide (but predominantly based in North America), approximately ** percent reported having a documented content strategy. A year earlier, the share stood at ** percent. According to the same study, LinkedIn and Facebook ranked among the most valuable social media platforms for B2B content marketers.

In 2022, global content marketing industry revenue was estimated at roughly ** billion U.S. dollars. The source projected that it would increase to 72 billion in 2023 and that it would continue growing over the further years to reach *** billion in 2026.

This statistic displays the results of a survey on the share of UK marketers that used selected social networks to distribute marketing content from 2016 to 2017. The survey found that 95 percent of marketers reported using Twitter for content marketing in 2017, while 92 percent of marketers were using LinkedIn for content marketing.

During a 2025 survey, 62 percent of responding marketers from the United States said they believed AI-powered recommendations were the future of personalized content. Roughly one in four named immersive experiences (augmented reality) in that context.

In 2024, Netflix spent approximately $ **** billion on marketing activities. This figure increased by around ** percent compared to the previous year. Netflix in numbers Netflix is one of the most influential SVOD streaming services and entertainment companies worldwide. Initially started as a DVD-by-mail rental service in 1997, the California-based business has since become an undisputed champion in the world of video streaming. In 2024, Netflix's annual revenue amounted to approximately ** billion U.S. dollars, having grown from *** billion dollars a decade ago. Marketing the Netflix way Netflix is not only a global trendsetter when it comes to online video streaming, but the company also continues to set new bars for marketing. One of the most vital contributors to Netflix’s multimedia marketing success is its use of social media. The streaming giant can be found across all major social platforms, and in addition to promoting its content with a blend of humor and relatable pop culture references, Netflix also boosts audience engagement by posting polls and challenges. On a more personalized level, Netflix successfully employs user data and browsing behavior for e-mail marketing purposes. For instance, the company only notifies its subscribers of upcoming releases that are relevant to them without spamming their inboxes daily.

The elevator media market, encompassing elevator LCDs and posters in diverse settings like residential buildings, offices, hotels, and healthcare facilities, presents a dynamic and expanding opportunity. While the provided data lacks a precise CAGR and 2017 market size value, a reasonable estimation can be made based on industry growth trends. Considering a 2017 market size of $20,170 million and the significant technological advancements and increasing adoption of digital advertising in recent years, a conservative CAGR of 7% between 2017 and 2025 appears plausible. This would result in a market size of approximately $35,000 million in 2025. Growth is fueled by several key drivers. The increasing urbanization and construction of new buildings globally contribute significantly to the expanding market. Furthermore, the ability of elevator media to deliver targeted advertising to captive audiences, often higher-income individuals, makes it an increasingly attractive option for advertisers seeking effective and engaging campaigns. The shift toward digital formats (LCD screens) further enhances the potential for dynamic content and precise data analytics, bolstering growth prospects. However, challenges exist. Competition from other digital advertising channels and concerns regarding viewer fatigue or ad avoidance represent potential restraints on market expansion. Effective strategies for content development and placement will be crucial for success. Segmentation provides further insights into the market's composition. The digital elevator LCD segment is anticipated to grow at a faster rate than traditional elevator posters, driven by the aforementioned advantages of dynamic content and data-driven advertising. Application-wise, office and commercial buildings currently hold a considerable market share, with continued growth expected in healthcare and institutional settings. This is due to the rising number of patients and increasing awareness regarding health campaigns, making such locations conducive for focused advertising. The geographic distribution displays uneven growth, with North America, Europe, and Asia-Pacific regions demonstrating significant potential for market expansion due to higher advertising budgets and a concentration of commercial buildings in those regions.

In 2020, creator marketing spending in Europe increased by 14 percent. Spending growth has visibly slowed since 2017, when marketers boosted their annual investments by over 72 percent.

Create to get paid? Leveraging the power of content

Creator marketing spending in Europe has more than quadrupled in the past few years, reaching an all-time high of 1.3 billion euros in 2020. This upward trend in spending aligns with the ever-expanding investments that European marketers are allocating towards influencer promotion. While the two are not mutually exclusive, partnering with a content creator can involve different audience engagement tactics, among other things. Creators can also be deeply involved in various stages of a brand’s content creation process while integrating unique and specialized skill sets.

Who are the most popular influencers and creators in Europe?

Whereas the distinctions between content creators and influencers tend to vary, some of Europe’s most sought-after social media stars have stayed the same. For example, Chiara Ferragni has remained the highest-paid Italian fashion influencer on Instagram for many years, while Swedish gaming content creator and YouTube sensation Felix Kjellberg (better known as PewDiePie) has attracted brand sponsorings for almost a decade now. Another star on Europe’s social media horizon is Khaby Lame. The Senegalese TikToker, based in Italy and known for his reaction videos, has rapidly amassed over 100 million followers, making him a prime candidate for brand deals.

In 2021, the advertising and digital content market value of the music sector in Italy amounted to 380 million euros. This marked an increase from the previous year's value of 347 million euros.

In 2021, the advertising and digital content market value of the gaming and entertainment sector in Italy amounted to 3.3 billion euros. This marked an increase from the previous year's value of 3.2 billion euros, and was in line with a constant growth over the last few years.

How many people use social media? Social media usage is one of the most popular online activities. In 2024, over **** ******* people were using social media worldwide, a number projected to increase to over *** billion in 2028. Who uses social media? Social networking is one of the most popular digital activities worldwide and it is no surprise that social networking penetration across all regions is constantly increasing. As of January 2023, the global social media usage rate stood at ** percent. This figure is anticipated to grow as lesser developed digital markets catch up with other regions when it comes to infrastructure development and the availability of cheap mobile devices. In fact, most of social media’s global growth is driven by the increasing usage of mobile devices. Mobile-first market Eastern Asia topped the global ranking of mobile social networking penetration, followed by established digital powerhouses such as the Americas and Northern Europe. How much time do people spend on social media? Social media is an integral part of daily internet usage. On average, internet users spend *** minutes per day on social media and messaging apps, an increase of ** minutes since 2015. On average, internet users in Latin America had the highest average time spent per day on social media. What are the most popular social media platforms? Market leader Facebook was the first social network to surpass *** billion registered accounts and currently boasts approximately *** billion monthly active users, making it the most popular social network worldwide. In June 2023, the top social media apps in the Apple App Store included mobile messaging apps WhatsApp and Telegram Messenger, as well as the ever-popular app version of Facebook.

During a 2024 survey among marketers worldwide, approximately 83 percent selected increased exposure as a benefit of social media marketing. Increased traffic followed, mentioned by 73 percent of the respondents, while 65 percent cited generated leads. The multibillion-dollar social media ad industry Between 2019 – the last year before the pandemic – and 2024, global social media advertising spending skyrocketed by 140 percent, surpassing an estimated 230 billion U.S. dollars in the latter year. That figure was forecast to increase by nearly 50 percent by the end of the decade, exceeding 345 billion dollars in 2029. As of 2024, the social media networks with the most monthly active users were Facebook, with over three billion, and YouTube, with more than 2.5 billion. Pros and cons of GenAI for social media marketing According to another 2024 survey, generative artificial intelligence's (GenAI) leading benefits for social media marketing according to professionals worldwide included increased efficiency and easier idea generation. The third place was a tie between increased content production and enhanced creativity. All those advantages were cited by between 33 and 38 percent of the interviewees. As for GenAI's top challenges for global social media marketing, maintaining authenticity and the value of human creativity ranked first, mentioned by 43 and 40 percent of the respondents, respectively. Another 35 percent deemed ensuring the content resonates as an obstacle.

This study presents the frequency of female U.S. consumers watching beauty content shows and traditional advertising videos on YouTube. During the May 2017 survey period, 13 percent of respondents claimed doing so regularly. A total of 32 percent of respondents stated that they never watched shows and traditional ad videos about beauty products on YouTube.

As of April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year age group.

              Instagram users

              With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 362.9 million and 169.7 million Instagram users each.

              Instagram features

              One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature.
              As of the second quarter of 2021, Snapchat had 293 million daily active users.

Native advertising and creative marketing content have become a more effective marketing method among the Chinese young consumers. In 2017, the market revenue of China's native advertising industry increased by 45.6 percent, accounting for almost half of the total online advertising revenue. The revenue growth of the native advertising sector was projected to slow down to 33.1 percent rate in 2020.

Cristiano Ronaldo has one of the most popular Instagram accounts as of April 2024.

              The Portuguese footballer is the most-followed person on the photo sharing app platform with 628 million followers. Instagram's own account was ranked first with roughly 672 million followers.

              How popular is Instagram?

              Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with filters. The platform allows users to post and share their images online and directly with their friends and followers on the social network. The cross-platform app reached one billion monthly active users in mid-2018. In 2020, there were over 114 million Instagram users in the United States and experts project this figure to surpass 127 million users in 2023.

              Who uses Instagram?

              Instagram audiences are predominantly young – recent data states that almost 60 percent of U.S. Instagram users are aged 34 years or younger. Fall 2020 data reveals that Instagram is also one of the most popular social media for teens and one of the social networks with the biggest reach among teens in the United States.

              Celebrity influencers on Instagram
              Many celebrities and athletes are brand spokespeople and generate additional income with social media advertising and sponsored content. Unsurprisingly, Ronaldo ranked first again, as the average media value of one of his Instagram posts was 985,441 U.S. dollars.

The statistic presents information on the revenue generated from premium branded digital content worldwide in 2017 and 2021. According to the calculations, digital premium branded content is set to generate six billion U.S. dollars in global revenues in 2017.

During a 2023 survey among senior marketing executives worldwide, delivering personalization in real-time stood on top of the biggest challenges companies faced in delivering effective personalization to their customers, at 56 percent of respondents' shares. Inability to scale came next, with 42 percent, while striking a balance between personalization and privacy rounded up the top three with 38 percent.

This statistic displays the amount spent on native advertising and content advertising in the United Kingdom (UK) from 2014 to 2017. In 2016, spending accounted for 1.17 billion British pounds (28 percent growth since 2015).

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

As of April 2024, around 16.5 percent of global active Instagram users were men between the ages of 18 and 24 years. More than half of the global Instagram population worldwide was aged 34 years or younger.

              Teens and social media

              As one of the biggest social networks worldwide, Instagram is especially popular with teenagers. As of fall 2020, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, second to Snapchat and TikTok. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens report feeling more confident, popular, and better about themselves when using social media, and less lonely, depressed and anxious.
              Social media can have negative effects on teens, which is also much more pronounced on those with low emotional well-being. It was found that 35 percent of teenagers with low social-emotional well-being reported to have experienced cyber bullying when using social media, while in comparison only five percent of teenagers with high social-emotional well-being stated the same. As such, social media can have a big impact on already fragile states of mind.