**This post may contain affiliate links, see my full Affiliate Disclosure here.
Well, this article sure is a bit late! We're already halfway through January. So much has occurred since the last time I had an opportunity to write about anything that I was beginning to think I'd never get here. I want to discuss the marketing trends shaping 2025, with a particular focus on AI. While I'm not an AI expert, my five years as a Virtual Assistant have given me deep insights into marketing and social media dynamics. I'll keep this discussion brief and accessible, recognizing that AI can be a complex topic for many of us.
So, let's get into it, shall we?
Key Marketing Trends in 2025
It's no secret that social media trends evolve faster than Madonna's accent at a press conference and with the advent of Artificial Intelligence, 2025 will bring significant changes that brands will need to embrace to maintain their competitive edge. Let's take a look at some of the key marketing trends that are forecast to be the game-changers for this year, and quite frankly, beyond. We will look at the key marketing trends in 2025, such as AI-Powered Content Creation and Engagement, The Dominance of Video Content, Social Searching, Social Commerce and Shoppable Posts, and finally, Personalized Authentic Interactions. Let's kick it off with AI.
AI-Powered Content Creation and Engagement
The first trend, and probably the most obvious is AI-Powered Content Creation and Engagement. AI is being used to streamline tasks like content creation, audience segmentation, and automated engagement. Generative AI tools like ChatGPT, Google's Gemini, and now X's Grok, can be utilized to generate social media captions, conduct hashtag research, and even plan an entire quarter of social content in just a matter of minutes. Even many of the online software platforms that we use have some form of generative AI features that have been added to enhance functionality. And while AI can help churn out content quickly, what it cannot do is write with the same nuance and feel that we humans can. Utilizing AI for audience segmentation and tracking campaign metrics is another trend that we have seen emerge, and in my opinion, is the most powerful argument for its use in marketing. AI-powered data analysis will allow brands to gain a deeper perspective of the nuances within audience demographics and the performance of their campaigns, enabling more precise targeting and better-informed decisions.
**Now, there are a lot of ethical questions to be addressed here, regarding the use of AI in creating content, but to keep this article brief, that's another conversation for another day.
The Dominance of Video Content
Video content has grown exponentially since the introduction of Vine in 2013. Yes, I know YouTube came on the scene way back in 2005, but the focus in this article will be short-form video. While Vine, and later Snapchat, are the platforms that may have paved the way for short-form video content, the explosion of TikTok in recent years since its inception in 2016, has changed the face of social media forever. TikTok now boasts over 1 billion monthly active users worldwide and prompted the almost total takeover of the Instagram platform with the rollout of their Reels, proving that users prefer short-form video content over all other forms. Even YouTube got on the Bandwagon with their Shorts.
It’s worth noting that, since writing this article, the TikTok ban in the U.S. has been upheld by the Supreme Court. However, its impact on short-form video trends across social media platforms remains undeniable, as it has permanently shaped the way we consume content.
Video content is STILL King. For those of us who may have an aversion to creating video content, it's high time we embrace this fact and get on the train before we are left at the station. It's not my favorite to create, personally, but I do plan to make a concerted effort to pay closer attention to this trend and experiment more with creating short-form video content for my own channels in 2025. As much as I enjoy consuming it, I kinda feel like a hypocrite with my adamant refusal to participate in the trend. I guess if ya can't beat 'em, join 'em. 😅
Social Media as the New Search Engine
I know everyone is familiar with Pinterest, right? Many just refer to Pinterest as another social media platform but really, it's deeper than that. I'd say it classifies more as a Visual Search Engine. Kind of like a Google on steroids, with a bit of a social bent that was more secondary a la the sharing bit. Well, Social Searching is definitely taking shape across all social platforms now, it's not just relegated to pinning anymore. Although Pinterest is still a very powerful visual search engine, we're going to explore how users are turning to social media to research brands, now more than ever. In 2024, 1 in 4 consumers turned to social media to search brands over using traditional search engines according to Hubspot's 2024 Trend Report. The platforms of choice? Instagram and Tik Tok. That trend will continue into 2025 and beyond. And get this, we just talked about the use of AI, right? According to that report, almost a third of Gen Zers and Millenials are already utilizing AI for everyday research. Social searching is all about getting to know a brand before purchasing. And, as a Gen Xer myself, I can see this as a relevant trend. In an age where everyone's on social and everyone has a voice and something to say, I find myself doing the same. As a bit of a political libertarian/independent who just so happens to be married to a law enforcement officer, you can bet your butt, I'm looking at your social channels for any anti-police messaging before I go spending a dime of Officer Husband's very hard-earned ( and very underappreciated by the general public 👀) paycheck on a product that I am going to bring into our home. And by the looks of how social trends are moving, we will continue to weigh purchasing decisions via social channels. In addition to social messaging, ease of purchase, influencer reviews, and video content are all part of the research process.
Social Commerce and Shoppable Posts
Online shopping has become a key part of social media interactions. There's Facebook Marketplace, as well as Instagram Shopping and Pinterest Shopping which are expected to grow this year in popularity, and will likely continue well into the future. These avenues allow brands to streamline the buying process. You can purchase just about anything your heart desires—whether it’s a trendy sweater, a llama-shaped lamp, or that limited-edition spatula you’ll swear you needed at 2 a.m. Social media has turned casual doom scrolling into a full-blown shopping spree, and trust me, I’m guilty AF. Case in point: I stumbled upon Everyday⚡️Dose mushroom coffee (not the trippy kind, mind you) during a late-night Instagram scroll. What started as "just checking my feed" turned into "revolutionizing my morning routine" with a coffee replacement that’s lighter on caffeine but packed with healthy benefits. I'm not one bit sorry about it, either. 🍄 *full disclosure here-I'm not an affiliate, I just really love the product!
Personalized, Authentic Interactions
In 2025, personalized marketing will grow as consumers demand authentic, tailored content that resonates on a personal level. This shift reflects a cultural push for individuality and authenticity, with audiences expecting brands to engage with them directly. Using AI and data analytics, marketers can predict preferences, customize messages, and create adaptive customer experiences. This rise in personalization extends beyond AI-driven strategies; third-party automation tools like ManyChat also play a role in fostering direct, tailored interactions with customers. As generic marketing falls out of favor, brands that embrace personalization foster stronger engagement, loyalty, and meaningful connections, transforming casual shoppers into devoted advocates. This approach isn’t just about boosting sales—it’s about elevating how brands connect with their audience.
What Should a Brand's Ultimate Goal Be?
Well, besides striving for authenticity and being engaging and staying connected, I encourage brands to stay flexible and adapt their strategies to continue engaging audiences effectively. And by flexible, I mean flexible like a Ted Lasso halftime pep talk—unexpectedly profound, hilariously relatable, and always in the game. With the ever-changing digital landscape, success lies in staying nimble, embracing innovation, and fostering genuine connections that resonate long after the scroll.
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