It’s 2025 and the marketing industry is on the move…AGAIN. If you’re not prepared for upcoming trends, you may find yourself getting left behind. Eek.

With artificial intelligence ramping up, brands need to be careful about how much (or how little) they change their marketing tactics. Easier said than done, we know. Like many marketers, finding time to learn ‘all the things’ is becoming exhausting, so we’re here to help. We’ve put together our top predictions for 2025 so you can roll into the new year prepared.

What will you handle in-house, and what will you outsource?

Artificial Intelligence (AI) is no longer just a buzzword; it’s (scarily) becoming the backbone of modern marketing. In 2025, AI-driven personalisation will likely take centre stage.

With AI, brands can analyse vast amounts of data to deliver hyper-personalised experiences—when it works. And if you can wrangle the AI-beast, you could benefit big time, increasing productivity and perhaps even leaving work on time? One can hope.

According to Gartner, 30% of large organisations will be able to send tailored AI messages that resonate with each customer on a personal level. And a great number of outbound marketing messages will likely be synthetically generated by the end of 2025. 

Video content continues to reign supreme. Platforms like TikTok, Instagram and YouTube Shorts are how we engage and connect. 62% of consumers are likely to watch videos to learn more about brands, and it’s a great way to build brand authority—regardless of your industry.

Short-form videos are the currency of attention, capturing and retaining user interest better than any other format. Brands that invest in high-quality, engaging video content will see a significant boost in visibility and engagement.

Consumers trust other consumers more than they trust brands. We’ve always known how powerful personal recommendations are, and UGC is no different. It’s a great tool for building brand authenticity and trust. Encouraging customers to share their experiences, reviews, and testimonials can create a deeper connection with your audience.

Studies show that 99% of consumers generally read reviews before making a purchase. Make sure your brand is part of that conversation by leveraging UGC in your marketing campaigns.

We love shopping from brands that look after their employees, so showcasing the positive energy and vibe of your brand through raw and organic employee generated content is becoming uber-popular. It’s giving us an insight into our favourite brands when their guard is down. It’s giving raw, authentic energy and connection. And if you can get your employees on board, it can also be ridiculously affordable!

Sustainability is no longer a nice-to-have; it’s a must-have. Consumers are increasingly prioritising eco-friendly brands. In 2025, businesses that integrate sustainable practices into their marketing and packaging strategies will stand out from the crowd. Highlighting your sustainable initiatives can foster consumer loyalty and set your brand apart.

Voice search is on the rise, and brands need to adapt. With advancements in voice recognition technology, optimising your digital presence for voice search is crucial. Implementing conversational marketing tools like chatbots can enhance accessibility and customer engagement. In 2025, brands that embrace voice search and conversational marketing will see a significant boost in customer interactions.

In an era of social connection, community-driven marketing is gaining traction. Building online communities around shared values or interests can create loyal brand advocates. Incorporating UGC, EGC, and encouraging consumers to actively participate in campaigns can amplify your reach and authenticity. In 2025, brands that foster a sense of community will see stronger customer relationships and increased brand loyalty.

Here’s an exciting one! Interactive content is the new frontier of marketing. Gamification, augmented reality (AR), and interactive videos are capturing attention and driving deeper engagement.

Connected packaging, which turns physical products into interactive touchpoints, is also gaining popularity. Brands that invest in interactive content will see higher engagement rates and more memorable customer experiences. 

Data is the lifeblood of modern marketing. In 2025, leveraging data analytics to gain deeper insights into customer behaviours and preferences is essential. AI-powered analytics can help you predict trends, personalise content, and optimise marketing strategies. Brands that harness the power of data will stay ahead of the competition and drive business growth. If you’re not measuring your data, it’s time to book a strategy session.

Social media platforms are constantly evolving, and brands need to keep up. In 2025, social media ads need to be more engaging and relevant to capture consumer attention. Humour, music and creative storytelling (we told ya’ so) are key drivers of ad receptivity. Brands that innovate and experiment with new formats will see better results and stand out in the crowded digital space.

E-commerce continues to grow, and direct-to-consumer (D2C) brands are leading the charge. In 2025, more businesses are bypassing traditional retail channels and selling directly to consumers. This allows for greater control over the customer experience and higher profit margins. Brands that embrace the D2C model will see increased customer loyalty and stronger brand relationships.

So the overall gist is that marketing in 2025 is all about personalisation, video content, authenticity, sustainability, voice search, community engagement, interactive content, data insights, social media innovation, and the rise of e-commerce (and breathe).

If you’re not already on board with these trends, it’s time to get started. Find out what you want to tackle in-house and outsource the rest. Let’s make 2025 your most successful year yet!

Reach out to start your content journey today.