As the new year begins, we’re expecting to see some new and upcoming marketing trends in 2025. From utilising AI technologies to social media trends, the new year will bring a whole host of opportunities for growth and exposure. After thorough research, analysis and what we’ve learned from last year, we’ve collaborated and are here to outline a few expected marketing trends for 2025.
The Rise of AI
Firstly, and not surprisingly, the rise of artificial intelligence, or AI. As expected, AI will continue to evolve as more and more people start to discover the technology, with 2025 bringing a move towards more advanced machine-learning applications. The focus will be more on utilising the technology effectively to avoid AI fatigue and using it to personalise experiences and interactions for consumers. According to Casey Gannon at Bold Commerce, consumers now demand highly personalised experiences and are losing interest and attention to anything generic. As expectations grow, AI emerges as the smartest, fastest way for marketers to scale personalisation effectively. From successfully personalising ads and content tailored to your target audience, to introducing new opportunities to optimise the whole customer journey process, including customising payment options to consumer preferences and behaviours, AI will make it all possible.
On the other hand, although AI is incredibly useful and effective when used correctly, 2025 will start to see users tilting towards wanting more human interactions across the board from brands and businesses. From more unique, brand-aligned content, whether that be on social platforms or websites, to genuine conversations and communications about products or services. Brand voice and authenticity will be more of a want from users, despite producing it’s challenges to busier organisations. This year will see businesses try to scale whether their audience reacts better to genuine, human interactions and content or whether the efficiency and problem-solving skills of AI will enhance their brand further.
Authenticity on Social Media
Social media is a constantly evolving marketing strategy, with research indicating that marketers must step up their efforts as users are increasingly losing engagement with traditional ads shown to them. According to Kantar Media Reactions, ad receptivity varies by generation: humour resonates most with Gen X and Boomers, Gen Y responds equally to humour and good music, while for Gen Z music stands out.
To keep up, many brands and businesses on social platforms are focusing on entertainment-based content over traditional, less engaging posts and ads. As highlighted by the data, brands will prioritise and experiment with creative, more relevantly targeted approaches in the coming year to boost brand awareness and promote their services in a more entertaining and engaging way.
Linking to consumers’ desire for more authentic and human interactions, brands are increasingly gaining traction and reaching new audiences by strategically engaging with creator content. By commenting and interacting with such content, they not only increase their exposure to new audiences but also build genuine connections with both creators and consumers – this is something we’re bound to see more of in 2025.
Video Content Is Dominating The Game
In 2025, short-form video will continue to dominate. Platforms like TikTok and Instagram Reels offer an effective way to engage target audiences by quickly and effectively delivering valuable information in a way that captures attention. Utilising new interactive features that platforms offer such as polls or live Q&As, is another powerful way to boost engagement and increase the visibility of your video content. These strategies are also successful in leveraging the human-generated content that consumers are craving.
Voice Search and Voice Commerce
A key marketing trend that will continue to grow in 2025 is the use of voice search. Studies show that in 2024, 35% of UK households owned a smart speaker with a built-in virtual assistant. As we progress into 2025, this figure is only likely to grow, which means marketers will need to take this into consideration when optimising for SEO. Users tend to ask questions to smart speakers, like Amazon’s Alexa, in a more informative, conversational manner. For example instead of searching manually for “Best restaurants in Worcester”, they may ask “What are the best restaurants near me?”. Brands and businesses should be focussing more on long-tail keywords and less formal language to accommodate this.
Overall, 2025 is set to bring new and evolutionary opportunities to marketers worldwide. However, despite these predictions, the biggest key takeaway marketers should be prepared for in 2025, is to adapt to and embrace change. If you remain flexible and optimistic, you’re bound to take these trends in your stride and stay ahead of the game.