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The Report on Trend Reports

Codeword Presents:

The report on trend reports

Codeword combed through a ton of trend reports to give marketers the tools not just to predict the future, but shape it.

Trend reports are the compass guiding marketers toward what’s next, but with so many vying for attention, it can be difficult to sort the signal from the noise.

To help clear the channel, Codeword analyzed almost 150 reports published between September 2023 and August 2024. We’re passionate about trend reports: not just because we create them for some of the best-known brands, but because they inspire new thinking and influence the entire industry, from the work we do to the strategies our clients adopt.

This deep dive uncovers what key factors make some reports effective—and others forgettable. We encourage you to click around, screenshot and share our findings, and learn how to make a trend report that both survives the inbox and thrives with your audiences.

A BREAKDOWN OF THE RESEARCH

1,601

trends

14.9B+

audience impressions

4,287

pages

4,738

images

3,430

online mentions

966,464+

words
Performance data of qualifying trend reports published between September 2023 – August 2024

Trend reports, so hot right now

Trend reports have exploded in popularity to become a ubiquitous part of the modern digital landscape. This surge is fueled by our innate human desire to understand the world around us, along with an unprecedented access to data that allows us to analyze patterns and behaviors like never before.

Trend reports are info-tainment at its finest: Consumers love personalized look-backs like Spotify Wrapped, Google’s Year in Search, or data from their Oura rings, while execs love future-forward downloads, from Gartner’s Hype Cycle to Pinterest Predicts. And think about all of those compelling charts and graphs you see in speeches or strategy decks—they often originate (or are stolen directly) from trend reports.

In today’s data-driven world, if you’re not making trend reports, you’re missing out. They offer a critical opportunity to connect with audiences far and wide, shape industry conversations, and drive business growth.

TREND REPORTS ARE EFFECTIVE MARKETING TOOLS
Trend reports position a brand as a thought leader and industry expert, generating widespread visibility and establishing credibility.
Trend reports feature shareable, easily digestible content that drives social media buzz and expands audience reach when buoyed by media.
Gated trend reports offer valuable insights in exchange for contact information, fueling lead generation efforts.

FORMAT

Anatomy of a trend report: Nobody’s reading all that

Marketers are facing an information overload, with trend reports piling up faster than they can be read … and according to our analysis, they mostly look the same.

The same old story

Ugh, what a sea-of-sameness. The vast majority of trend reports are published as PDFs, with only 34% being primarily web-based and a meager 10% offering any form of interactivity.

They also tend to be lengthy, averaging 29 pages and almost 7,000 words per trend report. That’s the equivalent of reading the entire U.S. Constitution and the first 21 amendments. In the attention economy, even the most groundbreaking insights will fall flat if they can’t hold a reader’s interest.

THE AVERAGE TREND REPORT CONTAINS
6,758
words
29
pages
11
trends
Codeword, “The Report on Trend Reports,” January 2025

How many trend reports hit your desk every year?

“I would guess probably in the hundreds over the course of a year. The useful ones are probably in the dozens.”

Antoinette Siu

Media Agency/Creator Economy Reporter

Digiday

TREND REPORT FORMATS

Codeword, “The Report on Trend Reports,” January 2025

used motion or video

17%

offered alternative formats

Static vs. dynamic: A visual divide

Motion taps into the way our brains process information. Our eyes are naturally drawn to movement, and our brains are wired to pay attention to things that change or shift. This explains why 50% of marketers now use video. People want to interact with, not just look at, the content they consume.

But trend reports have yet to catch up. Our analysis included nearly 5,000 images, yet a mere 8% of reports incorporated motion. If you’re not making your pages dynamic, you’re missing a huge opportunity.

key takeaways

01
PDF reports won’t help you stand out

To have the maximum impact across audiences, consider offering different formats like an interactive web page or microsite. You could also condense your report into a one-sheeter or create different versions for different audiences.

02
Time and attention are finite

If your audience is generally short on time, aim for conciseness without sacrificing valuable insights. Even if people have the bandwidth to read a longer report, consider breaking it down into shorter, digestible sections or offering summaries and key takeaways upfront.

CONTENT

Don’t get lost in the sauce

While compelling data and good design form the foundation of any good trend report, it’s the quality of the content and writing that truly elevates a report from informative to impactful.

DESCRIPTION-TO-PERFORMANCE INDEX

Comparison of top 20 performing reports compared to all others

Codeword, “The Report on Trend Reports,” January 2025

Vibes matter

Appealing to emotions is a cornerstone of effective communication, meaning the best trend reports have heart. According to our analysis, reports perceived as engaging, interesting, and actionable were more likely to receive relevant media attention, even if they weren’t as analytical or informative.

Voice and tone matter because they make a report feel authentic and relatable. Our study found that the most successful, well-received reports were far more likely to be praised for their engaging style than their analytical depth. In fact, they were 2.5 times more likely to be described as “engaging” than “informative.”

Reports that performed well in the media used words related to happiness 1.5 times more than reports that were highly actionable.

Actionable optimism

While actionability is important for traction, we also found it crucial for a report to convey a sense of optimism. In marketing, the use of hope to drive long-term change has been shown again and again to work better than the short-term impact brought by fear.

Top-performing trend reports use more positive and happy language (1.5 times more). And this positivity shows up in media coverage and social media conversations. We found that in most articles and chatter on X (formerly Twitter), the conversation about trend reports was positive.

An overarching consumer narrative is key. I tend to forget reports that are merely a collection of trends. What makes a trend report distinctive, in my view, is its ability to encapsulate an overarching consumer mindset, sentiment, or mood.”

Marta Vilella

Client Partner

Foresight Factory

44%

of trend reports were gated

83%

had a CTA on their landing page

If anything, I think trend reports are gaining more relevance because the pace of change only seems to be accelerating—so people’s thirst for getting ahead of surprises should keep growing.”

Charlie Baldwin

SVP Insights and Analytics

WE Communications

Take the next step

Trend reports are powerful marketing tools because they offer insights that can be used as lead-generating currency. It’s no wonder, then, that 44% of reports are gated, requiring contact information to download.

The most common calls to action found on trend report landing pages were a variation on “Download the Report.” Reports varied in their number of CTAs, with one clocking in at 18. Overwhelming your audience with CTAs can backfire by stealing attention from the report itself—or turn readers off with content that’s too sales-y. Focus on quality over quantity, and vary your CTA messages.

Speaking of calls to action, here’s a strategically placed reminder to get in touch about creating your next trend report or coverage-ready piece of content.

Get In Touch

key takeaways

01
Positive action is crucial for a successful trend report

Readers want more than a to-do list. They want solutions, better outcomes, and a path to achieving their goals. Reports need to offer solid advice, but they should also inspire hope and have a positive tone to empower action.

02
Content has to inform and captivate

No matter how profound or insightful the report, readers are human and they respond to sentiment and tone. Think like an editor and approach your report as a piece of compelling content, not a dry data dump. Use strong headlines, thought-provoking visuals, and a clear narrative to draw readers in.

VISUALS

The importance of data design

A picture really is worth a thousand words.

IMAGE FORMATS USED IN TREND REPORTS