2024 was the year of short-form video content, personalisation through tailored marketing campaigns and the rise of user-generated content. As new technologies develop and the environment continues to shift, what should you be aware of in 2025?

Video Continues to Outperform Other Content Formats

Short form content such as Instagram reels, TikTok and YouTube shorts will continue to outperform other content formats in terms of engagement. In 2025, brands can utilise short form videos not solely for brand awareness, but also for education and case studies to increase trust and explain complex products or processes.

Collaborative Marketing Through Partnerships

For years, large brands have been forming strong partnerships to market collaboratively to a shared audience. Examples include brands such as Nike and Apple who have a long-running partnership which has led to product development such as the Apple Watch Nike +. In 2025, we expect to see smaller brands adopting a collaborative approach, combining the resources and reputations of multiple brands to benefit each partner.

Growing Familiarity of AI Will Drive Urgency to Prove Authenticity

As AI develops and the consumer market becomes more familiar with AI generated content, we expect to see a new urgency for brands to prove authenticity. In 2025, employees will become strong brand advocates, featuring in video-based content to speak on behalf of the brand and prove authenticity. Use of this content will differentiate against the repetitive AI generated articles and social media captions created through platforms such as ChatGPT.

A Continued Shift from Influencer Marketing to User-Generated Content

Influencers are paid to share content to their own channels, whereas user-generated content is produced and shared to a brand’s own marketing channel. With a growing desire for authenticity and trust, consumers are increasingly engaging with user-generated content over influencer-based reviews. This is an ongoing trend which we saw in 2024 and predict to see on a greater scale in 2025.  User-generated content (UGC) is a genuine representation of real customer experiences, however, it also encourages a brand’s audience to engage and participate in sharing their opinions of a brand or product.

Revenue Through Social Media Engagement

With the ability to drive revenue through social media exposure and engagement, particularly on platforms like TikTok and Instagram, instead of direct payments, certain brands will stand out from the crowd, offering free services in exchange for:

– Increased visibility and viral content driven by user-generated content

– Authentic endorsements from influencers and consumers

– Trust is generated through likes, shares and comments that increase brand awareness whilst creating trust

Marketing in 2025 is more than adapting to the latest trend, brands will need to be forthcoming to stay ahead of the curve. With increased competition and the development of AI, it is important to differentiate and demonstrate authenticity whilst building trust with your target audience.

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