Top 10 Marketing Trends 2025

We’re halfway through 2024, making it an ideal time to review how this year's marketing trends predictions are manifesting and what might be on the horizon for 2025.

In January, we predicted several key trends: AI driving in the marketing industry ; social media delivering higher ROI than ever; and significant investment and success in e-commerce platforms and short-form video. All of these 2024 predictions pointed to  consumers calling the shots in the direction that brands take.

As we move through 2024, social media is making a significant impact on ROI, with 22% of consumers saying they use social platforms from search engines. This marks a 47% increase from the previous year. We'll explore this trend and continue growing in 2025. Similarly video content is also on the rise, with 66% of consumers  finding short form content to be the most engaging format in 2024.

Generative AI changes how marketing is done - No new platform or technology is having a greater influence on the marketing landscape in 2024 than generative AI.

Marketers are already leveraging AI tools to generate content, develop campaign ideas, and enhance overall efficiency. 

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Here are some practical ways AI is currently being used for marketing: 

Ideation and brainstorming

ChatGPT and other large language models can assist in generating ideas for new campaigns, ad creatives and more. 

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Content creation

User-friendly platforms like Midjourney and DALL-E enable members of a marketing team to create ad copy or even design social media images. 

Campaign analysis

Analysing campaigns used to take days  or weeks, but Much of this work can now be done in minutes with generative AI. For example, marketers can upload a spreadsheet from an email campaign with data like open rates, click-through rates and sales. In just minutes, they can gain insights into which messages and user segments performed the best.

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Predictions and forecasting

With the right data, AI can forecast future consumer interests and demand.

By 2025,  AI usage is expected into new areas such as automated A/B testing, AI influencers and campaign management.

AI helps with personalised marketing campaigns - An increasing number of companies are leveraging data to create more personalised interactions between their brand and their audience.

More than 36% of consumers express a desire for a more personalised shopping experience, but “data debt” remains a challenge.

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And it appears that  lack of trust is not the issue for consumers. According to a report 90% of shoppers are willing to share personal data about themselves if it means they’ll get an affordable or convenient shopping experience.

The platform has introduced several new e-commerce features, and continues to draw a vast audience, creating a win-win situation for marketing professionals in 2024 and beyond. As of June 2024, Instagram boasts more than 2 billion active users.

Those millions of users engage with the platform for more than just sharing photos with their friends. In fact, a large study found that 36% of users follow brands and companies on the app. 

In many respects, Instagram has evolved into a one-stop shop for digital marketing.Businesses can gain followers, strengthen their brands, and sell  products directly through the app.

This purchasing journey manifests in various ways, simplifying the process for marketers to convert followers into sales. Users can also shop through Instagram’s reels, posts, and stories. Naturally, most marketers also leverage  Instagram ads.

Content 

Providing customers with a seamless experience across all touchpoints continues to be a key priority, ensuring that content is relevant, valuable and easy to access across various devices and platforms. Well-written, insightful and original content helps companies to broaden their audience, establish credibility and showcase their expertise through formats like  whitepapers, research and thought leadership. According to 2023 data from the Content Marketing Institute, content marketing is valuable, with 58% of B2B marketers saying it directly helped increase their sales and revenue, up from 42 % the previous year.

Video 

Video will remain the most essential digital marketing medium. According to a report by Wyzowl, 87% of marketers say video has directly helped  increase sales and leads, a trend expected to grow further in 2025. Join Brands, reports that video ads featuring user generated content (UGC) have a 400% higher click-through rate than traditional ads, as consumers tend to trust UGC more than content produced by brands. It builds credibility and expands your wider audience. Join Brands, reports that video ads incorporating user generated content (UGC) have a 400% higher click-through rate compared to traditional ads, as buyers trust it more than brand-produced content. Therefore, integrating UGC into your campaigns can help establish credibility and reach a wider audience.

Wyzowl reports that 89% of consumers are hungry for more video content from brands, indicating  that videos has become a preferred and engaging medium for audiences. This demand goes beyond  just more social media ads. You have to make informative and educational content and also try to highlight experience and expertise.

Social Media

Building on your 2024 marketing trends post, social media is expected to become an even bigger search engine by 2025. Hubspot data shows that 87 % of social media marketers think people will choose social media more than on search engines to discover in 2024, with 21% of consumers preferring social media to find answers they need.

Brandwatch, a data-driven social and consumer intelligence tool, has confirmed that social media has become a search engine in its own right, with 76% of consumers using it to search for or discover new products and brands, seeing it as less biassed than traditional search engines like google. Specifically for Gen Z, a recent study revealed that Instagram and TikTok are the preferred search engines, pushing Google to third place, despite Google holding 81.7 percent of the search market share, followed by YouTube, Which has more than 2.5 billion users.

Social media platforms are continuously enhancing their e-commerce capabilities, making it easier for users to shop directly from apps, by integrating more shoppable posts and leveraging influencers as part of their strategies. In 2023, an estimated 18.5 % of all online purchases were made via social media platforms and this number is expected to grow each year. As social shopping becomes more optimised and attractive to users. Brands will need to stay ahead by developing and leverage new opportunities as they emerge, as especially as key audiences increasingly engage with key audiences.

We expect to see more brands using  micros and nano-influencers. These smaller influencers create more authentic and specific content, but engagement rates are higher, and can build  long-term b partnerships with brands, instead of just doing one-off promotions.

AI and clean data

AI helps solve the problems of getting accurate  data by cleaning it up and spotting low -quality or unusual results. It can also enhance user experience by storing and mimicking user behaviour to give better responses. These include chatbots and virtual assistants that provide 24/7 customer service and personalised experiences.brands in digital marketing are actively implementing AI, so to stay competitive, you should think about how to integrate the latest tools and technologies into your strategies for the future.  For example, AI chatbots can be very effective, but they can damage a brand’s reputation if the users feel like they are only interacting with robots. If the chatbot fails to answer their question or solve their issue. Similarly, AI-generated content still has a long way to go before it can match the quality and nuance that a skilled copywriter offers. It can’t provide a unique opinion or draw conclusions from diverse data like humans can. Fill your channels with AI for your content, your audience will soon notice the lack of insight and depth.

Advertisers prioritise user-generated content

A significant trend that comes with the push for authenticity on social media is the increasing prominence of user-generated content (UGC).

According to a 96% of consumers don’t trust ads.

On the other hand,  a recent study found that 93% of marketers think people do trust  content made by real users.For example, Vitamix has a "smoothie of the year" campaign that highlights smoothies made with the products.

Brands can use UGC to support social causes and boost engagement with their followers. For example, the Clothing brand Aerie launched the #aeriereal hashtag, inviting customers to post unfiltered photos of themselves on Instagram.

Conclusion 

In 2025, the landscape of marketing continues to revolutionise. Social media is one of the important roles to connect business with their customers. Growth of user-generated content makes it more trustable. Those brands who use these trends and offer them personalise success in reaching their goals.