5 Essential statistics Marketers NEED to know!
Marketing Trends
Key Takeaways
Hybrid beats single-format — virtual events are here to stay, with brands blending live and digital to broaden reach and deepen engagement.
Authenticity drives trust — inbound content and socially aware campaigns are winning because they attract audiences with value and genuine values, not empty slogans.
Video leads the mix — with YouTube’s scale and paid social spend shifting to Reels, Shorts and TikTok, marketers who go video-first will see the biggest returns.
1) Virtual Events
Virtual events saw a huge rise in popularity, and it’s no surprise why. They allow brands to offer exclusivity and a sense of community while providing convenience for attendees.
While in-person events have returned to the spotlight, virtual formats haven’t disappeared. Instead, brands are adopting hybrid approaches that combine live experiences with digital access.
Why it matters:
Around a third of marketers already rely on virtual events as a key tactic.
Another segment is planning to add them, recognising their ability to expand reach and reduce barriers to attendance.
Virtual concerts, meetups, and product launches not only broaden access but also deliver measurable engagement. The future isn’t one or the other — it’s both.
2) Inbound Marketing
Inbound marketing remains one of the strongest ways to attract and nurture audiences. Instead of pushing a message, inbound draws people in with relevant, valuable content that helps them solve problems and discover solutions.
The trend is clear:
Nearly a quarter of marketers are adopting inbound tactics for the first time.
Around four in five who already use inbound marketing say they are maintaining or increasing budgets in this area.
Whether it’s blog content, SEO, email nurturing, or thought leadership, inbound marketing builds long-term brand authority and trust. In an environment where consumer attention is fragmented, it’s more powerful than ever.
3) Paid Social
Organic content is essential, but algorithms alone won’t deliver the reach most brands need. That’s why paid social continues to grow across all major platforms.
Key stats highlight the direction:
A significant majority of marketers are investing in paid social campaigns.
Over half plan to increase spend on platforms like YouTube, Facebook, and TikTok.
Instagram Reels, in particular, is a focus area, with nearly 60% of marketers planning to use it as part of their paid strategy.
The lesson? Paid and organic need to work hand in hand. Creative storytelling attracts, but smart targeting amplifies.
4) Social Awareness
Today’s consumers don’t just buy products — they buy into the values of a brand. People increasingly want their purchasing decisions to reflect their personal ethics.
For marketers, this means that social awareness is not optional. It’s a strategic priority. Campaigns that connect to causes, reflect inclusivity, or highlight sustainability resonate strongly with audiences.
Nearly half of B2C marketers are actively increasing their investment in socially aware campaigns.
Authenticity is critical here. Consumers can spot “purpose-washing” a mile away, so the key is to align campaigns with genuine values and actions.
5) YouTube
As the second-largest global search engine and one of the most popular social platforms, YouTube is a must-have channel for marketers.
Video remains one of the most effective content formats for both brand awareness and conversions, and YouTube combines massive reach with high intent.
Almost half of marketers who didn’t previously use YouTube are planning to add it to their strategy.
Engagement is rising across both long-form videos and Shorts, making the platform more versatile than ever.
If video isn’t already at the centre of your marketing mix, YouTube is the easiest way to change that.
Final Word
From virtual events to YouTube, inbound content to socially aware campaigns, these statistics highlight a clear direction for marketers: consumers want value, authenticity, and accessibility, and brands are investing more in channels and strategies that deliver them.
The takeaway is simple: don’t just chase trends. Focus on the data-driven tactics that align with your audience, and you’ll stay ahead of the curve.
