84% marketers predict that demand for content will grow more than fivefold within the next four years, as per Adobe’s recent research. Nearly all respondents (96%) noted content needs had doubled in the last two years, and 62% noted growth had been five-fold or more.
Personalisation driver
One of the key findings in the research is that the personalisation demand driver is growing the fastest (61%), as consumer expectations shift and increase to demand personalised experiences. Additionally, shifts in content formats (video and audio), which ranked at 50%, and an increase in hybrid customer journeys across digital and in-store experiences, which registered 48%, are contributing to the growing demand for content. Nearly 70% reported that audiences now expect new content weekly, if not more frequently.
Demand is driving change
Short-form content is at the centre of the transition. About 78% of marketers said demand for social media content is growing the fastest, while short-form video is experiencing fast-tracked growth at 63%. Meanwhile, many teams are struggling to deliver at the expected scale. 61% said they struggle to produce personalised social commerce content at scale, while 57% said they struggle to identify content that works best across various platforms. More than half (52%) of surveyed marketers reported that creating, reviewing, and editing content is slow and takes more resources than it should.