Are you ready to take a look inside our crystal ball? In 2024, we predicted everything from election-year chaos to the rise of Olympic trends, shrinkflation woes, and the ever-evolving role of AI. Now, on the other side of the year, it’s clear those predictions hit the mark. So as we peer into the eyes of 2025, we’re excited to step confidently into the new year and embrace emerging opportunities that can help amplify marketing strategies and reach new consumers. Join us on this exciting journey as we dive into the trends, tactics and must-know insights that will help shape your 2025 marketing plans—and keep your brand at the forefront of what’s to come.
Traditional Advertising is back, kind of
Ad-supported streaming now accounts for 70% of all streaming, with explosive growth continuing over the past 12 months. Despite fluctuations in user churn and acquisition among major providers, platforms like Samsung TV have reached 88 million users this year. A recent study by Simon-Kucher found that while consumers estimated their monthly subscription costs at $89, the actual average is $219. To combat subscription fatigue, streaming services are increasing ad inventory and options for advertisers.
Connected TV is more accessible for brands, with advancements in IP tracking that provide far superior targeting and measurement compared to linear TV.
While we’re throwing it back to the 2000s, OOH is experiencing its resurgence through programmatic retail media and digital OOH. Traditional radio has been on the slump for some time, but podcast advertising networks is growing as the rise of independent media networks is causing a surge in podcast content to offset the lower production costs.
Media teams should shed the preconceived notions on what these channels can do as there are advertising options that scale everything from B2C, DTG, CPG to the B2B space.
Social Selling is Here
We’ve all seen it – the overnight millionaire making a product in their garage, but we as marketers have undervalued the power of technology that can make that happen. If you’re not social selling as a DTC brand, you’re missing out on what’s quickly becoming the largest marketplace in the world. TikTok Shop is leading the charge, but Whatnot.com and others is gaining ground in North America, and Meta won’t let anyone win without a fight. To say it’s critical to adapt your marketing and sales strategy to include social selling is an understatement.
Assistive AI, Generative AI, and Compliance
While marketers focused on cracking the code to creating content with AI, the martech space has exploded with integrating assistive AI into their tech stacks. From Google Analytics 4’s introduction of AI into the end-user interface to machine learning driving major changes in how organic and paid content is delivered, marketers are already deep into using AI in a daily capacity. As more end-user applications launch in the next 12 months, marketers should invest in learning and applying relevant tools and technology to automate their marketing operations, improve their CRM data and personalization, and build better reporting.
It’s not all great news with assistive AI. Compliance and legal teams are tightening the reigns for marketing teams on when, or if, they can use AI in any capacity to avoid copyright or incorrect information that puts the brand at risk. The marketing leadership’s team will need to make the case for how assistive AI does not present the same liabilities, and has the opportunity scale the marketing organization’s ability to drive more results with less effort.
How will generative AI improve in 2025? Will AI take a step closer to the matching the human superpower of creative thinking? It’s likely, but how big of a step is unknown. Expect enhancements with platforms like Canva, the Adobe Suite, and Google’s TextFX.
Party Like It’s 2019
In-person events have made a triumphant return, and 2025 promises even more human interaction than we’ve seen post-pandemic. With people once again gathering at pre-pandemic levels, brands need to focus on creating memorable experiences that foster genuine connections. In 2024, we hosted a much larger number of events – from star-studded happenings with Cracker Barrel Cheese to media tours with Maple Hill Creamery – and we only expect these requests to increase.
As we embrace this renewed enthusiasm for in-person gatherings, there are a few key things to remember. First, don’t forget to provide conversation starters and activities—many people are eager to socialize but may feel a little rusty after years of social distancing. Games, entertainment and engaging activities can help break the ice and get the conversations flowing. Additionally, while we’re ready to “party like it’s 2019,” the lessons from the pandemic still hold value. Make sure to offer sanitization options and keep things clean to ensure everyone feels comfortable while they enjoy themselves.
Creative Relevance Must Come Back into Focus
Every brand aims to be very demure, very mindful, but marketers often make two key missteps when creating content. Either the content misses the mark by being irrelevant to the brand, or the go-to-market process stalls due to slow content development or legal complexities around IP. To overcome this, brands should establish a framework for assessing trend relevancy, streamline content production, and work with legal teams to ensure proper IP attribution and compensation. New tools like Tunely, which helps brands integrate sonic branding, will further support marketers in boosting speed-to-market.
Furthermore, influencers and content creators often promote brands with little regard for how well it fits with their existing feed. Brands should be intentional when selecting partners and give creators the freedom to authentically integrate the brand into their own style without losing essential brand elements. The key is collaboration, not control, when working with partners to maintain genuine brand alignment.
For the first time in Social Media’s history, creative has the power to give organic content a higher reach than paid distribution. While not all content rises to that level, it’s critical to focus on creative investment for your social channels in 2025.
Instagram As A Search Engine?
When you’re traveling and looking for the right brunch spot to visit, where do you go first? According to a recent 2024 Fortune article, Gen Z isn’t Googling – they’re searching on Instagram and TikTok. We’re finding that more and more users are turning to social platforms to find their next coffee shop, travel destination, or recipe idea.
What does this mean for marketers? It’s more important than ever to create engaging content that stands out on social platforms. Optimize your posts by using your caption carefully with relevant keywords, tag your location and collaborate with local influencers to expand your reach. Influencer marketing is especially powerful here, as followers are more likely to trust recommendations from individuals they admire – double brownie points if you have tagged content!
By using these best practices, your brand can harness Instagram’s search engine capabilities and become a go-to resource for your target audience in 2025 and beyond.
Conclusion
As we look ahead, it’s clear that the marketing landscape continues to evolve, and marketers must stay adaptable to remain relevant. By being open to change, maintaining trust with your audience, and taking advantage of new technologies, you can ensure your brand continues to thrive even past 2025.