We’re halfway through 2024, meaning it's the perfect time to look at how 2024 marketing trends predictions are manifesting and what might be brewing for 2025.
Back in January, we predicted: AI driving marketing industry growth; social media driving more ROI than ever; and ecommerce platforms and short-form video seeing substantial investment and success. All predictions for 2024 suggested that consumers would be calling the shots in the direction that brands take.
Hubspot’s 2024 State of Marketing report, published in June, confirms that AI is in fact driving marketing industry growth, however there are still concerns around job security and brand reputation, with brands still facing issues when it comes to the best way to implement AI into their strategies.
As for social media and its ROI, it’s continuing to make waves as we progress through 2024, with 22 per cent of consumers stating they search via social more often than search engines, which is up 47 per cent from the same report early last year. We explore this in more detail below as it’s predicted to grow further into 2025. The same trajectory is true for video, with 66 per cent of consumers now finding short form content to be the most engaging format in 2024.
So, what’s ahead for 2025?
2025; the year of AI
The use of AI has been growing exponentially, and that isn’t going to change in 2025, with a continued AI-focused outlook on marketing strategies and customer experience. A recent report by Salesforce revealed that 75 per cent of marketers are already experimenting with or have fully implemented AI into their workflows. Interestingly, the same report cited AI adoption as both the number one priority and biggest challenge for the marketers surveyed, with concerns ranging from data security to job retention. But what AI are marketers implementing, and what can it do for an organisation?
Weak AI, sometimes referred to as narrow AI, refers to machines which are designed to perform specific tasks, but not learn beyond those interactions, such as Siri, or Alexa. Generative AI (Gen AI), is a form of narrow AI that utilises algorithms to create new content, such as images, videos and code and is more widely used through software such as ChatGPT. Gen AI is transforming content creation within digital marketing as it has the ability to create copy or new assets in matter of seconds, but not without risk. Content produced may be biased, or simply incorrect, so businesses utilising this type of AI need to ensure that it’s used correctly, and thoroughly inspected before being published.
We know that Google doesn’t penalise AI-created content, but referring back to their Helpful Content update at the end of 2022, it needs to be created for people, and not in order to attempt to manipulate search engines. Although the future of AI-generated content is uncertain, it’s likely we can expect further enhancement and additional possibilities for content creation and user engagement. This will give marketers even greater scope for producing quick content, although we don’t yet know whether Google’s outlook will change as it becomes more and more mainstream.
AI and clean data
AI provides solutions to the challenge of obtaining accurate and precise data. It can aid in data cleansing as it is able to identify poor quality anomalous results. There is also the opportunity to improve the user experience when an individual is providing their information, because AI has the capability to store and mimic user-behavioural patterns to generate accurate responses. This can include increasingly more sophisticated chatbots and virtual assistants which provide 24/7 customer service and personalised experiences.
There’s no escaping that brands across the digital marketing landscape are actively implementing AI, so to avoid being overtaken by the competition, you need to consider how you can integrate the latest tools and technologies into your strategies for the future.
You need to consider the opportunities but also understand the risks. For example, AI chatbots are great when they work well but can seriously damage a brand’s reputation with its customers if the user feels like they are dealing with a robot and there’s no option to transfer to a real human when AI fails to answer their question or solve their issue. Equally, AI produced content is still a long way off matching the quality and nuance a skilled copywriter can provide. It can’t deliver a unique opinion or extrapolate conclusions from a varied data set like us mere mortals can. Fill your channels with AI content and your audience will quickly start to notice the lack of leadership and depth.
Video remains critical
Video will continue to represent the most critical digital marketing medium. According to a report by Wyzowl, 87 per cent of marketers say video has helped them directly increase sales and leads and that is only going to grow further in 2025.
According to Join Brands, video ads featuring user generated content (UGC) have a 400 per cent higher click-through rate than traditional ads, as buyers trust it more than brand-produced content. This means that combining UGC into your campaigns should be a consideration, as it can establish credibility and reach a wider audience.
Wyzowl also cites that 89 per cent of consumers are hungry for more video content from brands, with it being a clear indication that videos have become a preferred and engaging medium for audiences. This doesn’t just mean more ads on social media. Consider how you can develop informative and educational content such as brand positioning content, webinars, product demos, and case study videos, as well as showcasing experiences and expertise.
Content continues to be King
A customer’s seamless experience across all touchpoints remains a top priority, ensuring that content is relevant, valuable and easy to access and navigate across different devices and platforms. Well-written, thought-provoking and unique content allows companies to expand their reach, build credibility and demonstrate expertise in their field such as with whitepapers, research and thought leadership. 2023 statistics from the Content Marketing Institute demonstrates the value of content marketing, with 58 per cent of B2B marketers reporting increased sales and revenue directly thanks to content marketing efforts, up from 42 per cent the previous year. Alongside this, 84 per cent reported creating brand awareness, 76 per cent generated leads and 63 per cent nurtured subscribers.
Social Media as a new search engine
Continuing on from our 2024 marketing trends post, social media is set to further establish itself as a search engine as we head into 2025. Hubspot data cited that 87 per cent of social media marketers say consumers will search for brands on social more than on search engines during 2024, with 21 per cent of consumers preferring to use social media to find answers they’re looking for. Brandwatch, a data-driven social and consumer intelligence tool, confirmed social media is now a search engine in its own right, with 76 per cent of consumers using it to search for or discover new products and brands, simply viewing social media as less biassed than other search engines like Google. And, when specifically looking at Gen Z, a recent study showed that Instagram and TikTok are the preferred search engines, putting Google in third place, even though Google holds over 81.7 per cent of the search market share, followed by YouTube, with over 2.5 billion logged-in users per month.
2025 will see social media platforms continuing to enhance their e-commerce capabilities to make it easier for users to shop directly from social apps, integrating more shoppable posts as well as leveraging influencers as part of their strategies. With an estimated 18.5 per cent of all internet purchases coming from sales made on social media platforms in 2023 (and an expectation for this to grow year-on-year), social shopping experiences will provide an optimised and increasingly enticing experience for the user. Brands will need to continue to develop and leverage new opportunities as they emerge and it becomes ever more popular with key audiences.
When it comes to leveraging influencers, we predict there will also be even more of a shift towards micros and nano-influencers, as not only do they offer more authentic and niche content, but engagement rates are higher, and they have the capability of nurturing long-term brand partnerships, rather than one-off promotions.
Staying ahead of the curve in 2025
As we approach 2025, the digital marketing landscape is poised for ongoing transformation, driven by advancements in AI, the enduring power of video, and the evolving role of social media. The trends we've discussed underscore the importance of staying agile and forward-thinking in an ever-changing environment. AI will not only revolutionise content creation and data management but also reshape customer experiences, making it essential for businesses to understand AI thoughtfully and strategically. Video content will continue to dominate, offering unparalleled engagement and conversion opportunities, especially when coupled with user-generated content and an accurate understanding of the brand’s audiences. Additionally, social media’s evolution into a primary search engine highlights the need for brands to optimise their presence across platforms, embracing new e-commerce capabilities and fostering authentic connections.
As a final takeaway; for brands to remain competitive in 2025, they must adopt a holistic approach, starting with a deep understanding of their audience’s preferences and behaviours. Only then should they look to leverage the most relevant opportunities and emerging technologies to build relevance, resonance and ultimately salience in the eyes of their target audiences.