While telling a story has been part of marketing since its inception, we’re looking for significant shifts in how those stories are told in 2025. Brands must stay ahead as consumer preferences evolve and technology disrupts traditional practices. 2024 brought changes and trends that continue to reshape marketing communications. Leveraging them will be essential to business growth in 2025.
1. The Total Video Revolution
The shift towards video-centric content signifies the decline of traditional online reading. User experience (UX) research shows that consumer preferences increasingly lean towards dynamic and engaging visuals, especially on platforms like YouTube, TikTok, and Instagram Reels.
Viewing preferences have evolved from broadcast TV to Subscription Video on Demand (SVOD) and Ad-Based Video on Demand (AVOD). These preferences vary significantly across different regions and demographics. Marketers who customize their video strategies to accommodate new preferences will be better positioned to be heard.
We’re looking for brands to embrace short-form content and live streaming. Tools such as InShot and Canva make content creation more manageable. We’re also looking forward to interactive features like polls and live Q&As that can enhance viewer engagement.
2. The Evolving Landscape of Social Media
Anyone with a smartphone knows that attention spans are decreasing across generations. So, it’s unsurprising that only 31% of people find social media ads engaging—a significant decline from 43% last year.
Using e-commerce features on platforms like Instagram and Pinterest will help marketers blur the lines between browsing and purchasing. Seamless buying experiences are becoming standardized and simplifying purchasing.
Social media merchandising is a real thing. We’re watching for more investment in visually appealing and interactive shoppable posts. Watch for best practices in finding and collaborating with influencers and utilizing user-generated content to enhance authenticity and broaden your reach.
3. Generative AI and the Pursuit of Transparency
Marketers are growing increasingly enthusiastic about Generative AI, and we share that enthusiasm. Nevertheless, many, if not most, consumers remain skeptical. A lack of transparency and excessive personalization can alienate audiences.
43% of consumers do not trust AI-generated advertisements. Brands must communicate openly about using AI and prioritize ethical data practices.
Who will utilize AI thoughtfully to enhance personalization rather than allow it to dominate in 2025? Look for leadership from dynamic CRM content platforms to create highly relevant experiences without feeling intrusive.
4. Retail Media Networks (RMNs): Expanding Beyond the Storefront
RMNs are becoming vital full-funnel marketing tools, especially for consumer packaged goods (CPG) brands. They offer precise targeting using first-party data, providing valuable insights for optimizing advertising.
With 41% of marketers planning to increase their spending on RMNs, these platforms are becoming essential for engaging consumers at every stage of their journey. Winners will create campaigns that leverage RMN insights to personalize messaging, enhancing brand awareness and conversion rates.
5. In-Game Marketing
In-game advertising is projected to lead digital ad revenue, particularly in mobile games, which account for 90% of gaming ad spending.
Younger demographics, as do seniors, spend much time gaming, especially on mobile devices. This gaming program provides a unique opportunity for brand visibility through product placements and branded content.
In 2025, look for growth from collaboration with game developers to ensure that marketing is tightly integrated into gaming environments.
6. Voice Search Optimization
The rise of smart speakers is changing how people search for information. As users ask questions more conversationally, brands must adjust their SEO strategies.
At least 35% of U.S. households own a smart speaker, and voice search use is increasing across various age groups.
In 2025, we’re looking to see more use of long-tail, conversational keywords to enhance pivotal local SEO, along with tools like Google My Business and Yext. These tactics can help ensure that brands are easily discoverable when buyers are ready.
7. Creator Communities and Line Extensions
Brands are expanding beyond their traditional categories in search of new growth opportunities. For example, Oreo has ventured into ice cream, and Samsung has opened retail stores in the U.S. Some line extensions struggled this year. YouTube’s hugely popular Mr. Beast was prolific if not always successful.
Establishing strong creator communities can foster authenticity and build consumer trust, both of which are essential for entering new markets.
We’re expecting new collaborations and line extensions with creators whose values align with brands in new ways. Novel approaches to co-creation will enhance credibility in innovation as pricing resistance from buyers strengthens.
The Bottom Line: We’re watching brands that communicate value by developing deeper consumer expectations. To maintain market share in 2025, leading brands will proactively approach innovation rather than merely adapting to change. Marketers who embrace video, responsibly utilize AI, take advantage of retail media networks, and optimize for voice search will position their brands as leaders in a competitive digital landscape.
In 2025, we’re looking past the current AI hype and focusing on ideas that create meaningful, transparent, and engaging experiences designed to resonate across multiple platforms and demographics. We think these new tools and trends will bring exciting new ways to tell your story well in 2025.
