Content Marketing Statistics Australia 2024

Content marketing in Australia has seen dramatic changes over the past few years. From the eCommerce boom during the COVID-19 pandemic to a more AI-driven digital space in 2024, we’ve seen new marketing approaches that are more personalised and efficient than ever.

As more shoppers turn digital and mobile, businesses have to keep up with content marketing tailored to the ever-changing, diverse audience. We rounded up the latest content marketing statistics for Australia to drive your business, put the numbers into perspective, and ensure your message stands out from the crowd and reaches your desired audience.

Read on to learn more about the pulse and trends that can help your brand go the extra mile in content marketing and SEO.

Content Marketing Consumption Statistics

In a country with more cellular phones (33.59 million) than the population (26.57 million), it’s almost a no-brainer that content marketing is a major marketing channel for Australian businesses.

The average Australian spends 6 hours and 14 minutes using the internet, including social media (1h 51m), streaming music (1h 26m), and reading articles (1h 5m). With that, 74.3% of internet users aged 16 to 64 use the internet to find information, including about products, brands, and services (59.5%). 

Additionally, 71.6% of users visit shopping, auctions, and classifieds to shop online, while a majority (93.5%) turn to social media and 88.6% use search engines. This implies that social media and search engines remain valuable channels for executing content marketing campaigns, as there’s still tremendous organic traffic flowing through them, waiting to be tapped and engaged with.

Social Media Content Marketing & Influencer Marketing Statistics

Popular social media channels have evolved from communication tools to rich digital spaces where people interact, engage with brands, and digest rich content from effective content types like images, videos, and interactive media.

Australian consumers are increasingly turning to social media to consume content daily, be it for entertainment, information, and inspiration. Besides, people are more likely to trust brand and product recommendations from popular influencers, leading to a shift in marketing strategies that combine social media and influencer marketing.

As of January 2024, 26.7% of social media users aged 16 to 64 use their favourite platforms to find inspiration for things to do and buy, including shopping for products in the marketplace. 19.3% check out their preferred brands for sales and discounts, while 14.7% use social media to watch their favourite celebrities and influencers.

Source: Global Digital Report

Furthermore, social media ad spending is estimated to reach AU$6 billion (US$3.9bn) in 2024. As the digital landscape fully embraces mobile-first traffic, most of this expenditure is targeted at mobile devices.

Source: Statista

We also found interesting data on how brands invest in influencer marketing. The latest figures show that 43% of Australian brands claim to spend less than $10,000 on influencers, while 22% spend around $10k—$50k.

Source: Statista

It’s also worth noting that 14% of brands spend anywhere from $50k to $100k on influencer marketing, a close gap from the biggest spenders at 11% of brands spending above $500k.

The data strongly supports influencer marketing as a continuously growing channel for reaching brand audiences more directly.

Looking at a larger scale, however, internet advertising expenditure in 2024 continuously dropped from a massive spending spike in 2020-2021, which was obviously caused by the increased internet traffic during the COVID pandemic.

Source: Statista

As forecasted, internet advertising spending will drop from 9.5% expenditure growth in 2023 to 8.4% in 2024, a consistent drop from 2021’s 15.3% high.

Influencer Marketing Statistics Australia

Australia’s influencer marketing industry promises consistent growth as more B2C brands leverage viral marketing campaigns and invest in more consumer-centric campaigns.

As of July 2024, ad spending for influencer marketing grew to AU$800 million, from AU$690 the previous year. Looking back, total spending increased by as much as tenfold (10x) from AU$80,000 in 2017 to AU$800 million in 2024.

The survey forecasts ad spending to continue its growth and hit a record AU$1.39 billion in 2029, emphasising influencer marketing’s potential as a powerful content marketing tool for Australian brands.

The influencer market, mostly accessible on social media and video platforms like TikTok and YouTube, grew significantly from 2016 to 2023. To date, the industry’s market size currently stands at AU$21.1 billion, skyrocketing from AU$1.7 million.

Source: Statista

AI Content Marketing Statistics

Within just a few years, AI rapidly evolved from a cool proof of concept into a pivotal tool for businesses expanding and cementing their digital presence. AI’s contribution to how brands interact with audiences is vital to why many businesses invest in AI content marketing, from predictive analysis to personalised content generation.

As of 2024, 67% of small businesses worldwide have already integrated AI into their SEO campaigns. Of those who have reported leveraging AI, 68% reported an increase in content marketing ROI, with almost all of them (99%) using multiple tools for SEO and content along with AI implementation.

Source: Semrush

In Australia alone, 73% of businesses have adopted AI to drive success and remain competitive in the increasingly digital landscape. As more AI tools kick off, promising a better personalised user experience, smoother shopping experience, faster customer service, more reliable product recommendations, and overall UX, we can only expect more brands and small businesses to implement their own AI marketing campaigns.

Currently, 3 out of 4 marketers are using AI to create digital content, with more than half (55%) of respondents using it for content ideation and generating new digital marketing concepts. 

Video Content Statistics Australia

Video remains one of Australia’s most popular content formats, as evidenced by statistics on user behaviour in 2024. Both B2B and B2C marketers agree that video content marketing is a trend that’s here to stay, and it’s something you shouldn’t miss.

Latest data from Global Digital Reports show that 87.5% of internet users aged 16 to 64 spend most of their time watching videos. Roughly 17.2% consume product review videos, and those who watch influencer videos and vlogs come close at 17.4%.

A survey of marketing professionals in late 2023 revealed that 90% of marketers around the world mainly publish video marketing content on YouTube. Facebook comes second thanks to its very popular Reels feature, catering to 86% of marketers on the platform. Its affiliate photo-sharing platform, Instagram, ranked third-most popular with 79%.

69% of respondents used TikTok, a rapidly rising platform, as their main marketing tool. It’s safe to say that the top platforms offer highly valuable ROI for effective and engaging marketing campaigns as they provide an attractive stream of views for video content consumption.

Visual Media Content Statistics Australia

About 36% of content creators reported spending 5 to 10 hours developing visual marketing content. Another 28.5% spend 10 to 20 hours producing new content for SEO and digital marketing.

Most Australian digital brands reported that over 91% of their content includes visual elements and graphics. About 21% of respondents claimed to have used visual content for 80% of their website content, while 7.1% used images, videos, and graphs for 81%-90% of their pages.

Furthermore, roughly 42.9% of brands incorporate stock photos with their content. 28.6% of respondents utilise original design for content marketing, while only 14.3% visualise their content and insights through charts and infographics.

Let’s not forget about video content, a rapidly increasing form of media. Yet only 7.1% of brands are using it on their pages. The same study by Venngage showed that 71.4% of Australian brands say visually appealing content and data are vital to their overall digital marketing strategy.

Additionally, 28.6% believe visual content is helpful but not significant for digital marketing. The data implies that in 2021, nobody thinks visual content is useless for content marketing.

Blog Content Marketing Statistics

Despite having multimedia content like photos and videos proliferating the internet, communicating your brand message and marketing via text and blogging remains a powerful tool differentiating exceptional content marketing campaigns from the average TikTok video.

The latest Backlinko search engine ranking survey reported that Google’s first-page results had an average word count of 1,447 words. It still supports the rule-of-thumb that long-form content still generates more backlinks than short blog posts.

Source: Backlinko

This is primarily because long-form content, like keyword-optimised meta descriptions and title tags, can help Google and users understand your content faster and easier, boosting your first-page potential. 

Final Thoughts

Content marketing remains a robust and thriving form of digital marketing in Australia and globally. While the landscape has changed from the COVID-19 pandemic demographics and eCommerce-centric users to the advent of AI content and ChatGPT, content marketing has adapted and has improved how brands engage with their audience.

Small and medium enterprises (SMEs) who want to crack the competition and rank on top of Google SERPs will primarily benefit from accessible content marketing tools and eventually scale their brand with bespoke SEO services from a proven SEO team.

Check out more related statistics through our posts below:

• Australian Local SEO Statistics
• Australian eCommerce Statistics
• Australian Voice Search Statistics
• Australian Google Business Profile Statistics
• Australian Mobile Data Usage Statistics