In today’s digitalized world, content marketing plays an increasingly significant role in influencing consumer decisions. The consumer habits of acquiring information have significantly transformed over recent years: they spend more time online and have become more sophisticated in their expectations from brands. In this environment, creative content marketing plays a crucial role by not only conveying information but also evoking emotions, which significantly influences consumer decisions.
Before diving in, let’s look at some data that will help us weigh our content:
- 71% of B2B marketers believe that content marketing has become a more important tool in their organization over the past year. (Content Marketing Institute)
- More than 50% of marketers say visual content is essential in their marketing strategy. (Venngage)
- Video currently stands as the most popular and effective mediaformat. (HubSpot)
- People spend an average of 17 hours per week watching video content. (HubSpot)
- 59% of Gen Z viewers use apps where short-form videos are available to gather impressions on a topic, potentially viewing longer versions later. (Think With Google)
- 91% of consumers want to see more video content from brands. (HubSpot)
- This is significant as 96% of consumers have watched explainer videos to learn more about a product. (HubSpot)
- When it comes to B2B purchases, 79% of people say they were convinced to buy software or applications through videos. (HubSpot)
- 50% of marketers plan to include video content in their marketing strategy, with images ranking second on the popularity list at 47%. (HubSpot)
- Short-form videos have the highest return on investment among current marketing trends. (HubSpot)
- Most short-form videos are less than 60 seconds long, reflecting their highest average engagement rate. (HubSpot)
- Stock photos perform the weakest among all visual formats. (Venngage)
- Advertisers can reach over 250 million people on Pinterest. (Hootsuite)
The role of emotions in consumer decisions
A significant portion of consumer decisions is emotionally driven. According to Harvard Business Review research, emotions have a strong impact on consumer decisions: people tend to choose brands they can emotionally connect with. This is precisely the goal of creative content marketing: visually telling stories that foster emotional connections with consumers.
For example, Dove’s “Self Esteem” campaign not only emphasizes the benefits of its products but also conveys a message supporting women’s self-confidence, self-esteem, and self-acceptance, highlighting the importance of these themes. This emotional connection enhances brand loyalty and leads to positive consumer decisions.
Building credibility and trust
Building and maintaining credibility and trust is also crucial in consumer decision-making. People are much more willing to purchase products from brands they trust.
Trust can be built and maintained in various ways. Take, for example, a brand that deals in electronic household appliances. If the brand not only invests in showcasing its products but also encourages customers by providing instructional videos – how to clean your washing machine, troubleshooting guide for your devices, cooking tips with the air fryer, etc. – it will definitely increase engagement. There is a greater chance of fostering brand loyalty because it creates a feeling among consumers that the brand is there for them, providing assistance. Thus, creative content marketing allows brands to convey their messages and missions to consumers authentically without seeming too pushy.
A study shows that 70% of consumers are more likely to buy from a brand that shares their values. For instance, Patagonia’s campaigns emphasizing environmental consciousness and sustainability paint a credible and reliable picture of the brand, making it more appealing to conscious consumers.
The power of visual content
As touched upon in the previous segment, visual content such as videos, infographics, and images are particularly effective tools in influencing consumer decisions. Visual content not only makes communication more appealing but also easier to digest. According to HubSpot, posts containing visual elements generate 94% more views than text-only posts.
For example, GoPro user-generated videos tell authentic and inspiring stories that demonstrate the real-life use of their products. This not only strengthens trust in the products but also encourages purchasing decisions.
Social media and interactive content
Interactive content – such as polls, challenges, and live videos – allows consumers to directly engage with brands, increasing commitment and loyalty. Many brands design interactive campaigns that involve consumers, asking them questions or inviting them to challenges. This not only boosts commitment to the brand but also provides valuable feedback to the brand.
Data-driven decision-making
The role of data and analytics is essential yet often underestimated. Analyzing consumer behavior allows marketers to understand their target audience better, resulting in more personalized content. And what do customers like – including us? If they feel the offer, solution is for them.
Campaigns tailored based on data can be much more effective as they precisely convey the right message to the right people. For example, Netflix builds its content strategy based on data to offer personalized (new) recommendations to its users. This not only enhances user satisfaction but can also encourage subscriptions and long-term commitment.
Summary
It is evident and visible that the impact of creative content marketing on consumer decisions is an extremely complex and multifaceted topic. Building emotional connections, establishing credibility and trust, the power of visual content, social media and interactive campaigns, and data-driven decision-making all contribute to successful content marketing strategies. Therefore, for marketers, continuous development, learning, analysis, and adaptation to changing trends and technologies are essential to effectively influence consumer decisions and increase brand commitment.
What do you experience on this field? What would you add to this list, that changes day-to-day?
