2024 Global Creator Marketing Multi-Market Comparison: Content Format Preference Distribution

Key Insights

• Short video has become the absolute mainstream of global creator marketing, but penetration varies significantly across markets.
• Live streaming holds a significant share in China and Middle East, while USA and Europe still rely on short video and image-text.
• Image-text (e.g., Instagram posts) maintains stable demand in Europe and America, while Southeast Asia is clearly skewed toward short video.

Data Notes

Based on Influencer Marketing Hub, eMarketer, and industry estimates, the allocation of creator marketing budgets by content format in 2024 for each market. The chart is a stacked bar chart with five markets on the x-axis and percentage on the y-axis.

Market Characteristics

• China: Short video (Douyin, Kuaishou) ~45%, live streaming ~35%, image-text ~15%, others 5%. Live e-commerce is highly developed.
• USA: Short video (TikTok, Instagram Reels) ~50%, live streaming ~10%, image-text ~30%, others 10%. Brands still value Instagram image-text.
• Southeast Asia: Short video (primarily TikTok) ~60%, live streaming ~20%, image-text ~15%, others 5%. TikTok Shop drives live growth.
• Middle East: Short video (TikTok, Snapchat) ~40%, live streaming ~35%, image-text ~20%, others 5%. Live streaming is emerging in Saudi Arabia and UAE.
• Europe: Short video (TikTok, YouTube Shorts) ~45%, live streaming ~8%, image-text ~35%, others 12%. Germany and France have high image-text demand.

Trend Suggestions

Overseas brands should adjust their creator content strategies based on target markets: increase short video and live streaming in Southeast Asia, maintain an image-text mix in Europe and America, and seize live streaming dividends in the Middle East.