As the digital landscape evolves, keeping pace with marketing trends is crucial to staying competitive. In this article, we explore some of the key marketing trends in 2025, and what we expect will play a key role in marketing strategies as we head into the new year.
So, let’s get started. What digital trends can we expect to see next year?
In 2025, we’ll likely see the increased use of AI in marketing – not just for content, but for images and video too. However, authenticity will win with audiences; they want a ‘human’ touch and original expertise demonstrated on all forms of content. They are more likely to trust smaller, micro influencers over those with millions of followers. We may also see audiences move to a more environmentally-conscious mindset following the ‘underconsumption core’ trend on social media.
Read on to learn more about the key marketing trends of 2025, and how to leverage each of them in your marketing strategy.
We’ve all seen Netflix’s latest documentary ‘Buy Now’ (if you haven’t, WHERE have you been!). Couple this with TikTok’s ‘underconsumption core’ trend, and we can expect younger buyers to generally be much more conscious of their spending choices and environmental impact. This growing movement prioritises buying less but buying better – opting for quality, durability, and sustainability.
Marketing in 2025 will lean heavily on authenticity. Greenwashing won’t cut it – younger consumers are quick to spot a brand that talks the talk but doesn’t walk the walk. Instead, businesses must weave sustainability into their core mission and communicate this effectively through storytelling. Think recyclable packaging, high-quality products (emphasising their longevity), and transparency about your supply chains.
The era of mega-influencers is coming to an end. In 2025, brands will increasingly prioritise partnerships with niche content creators who speak to highly engaged, specific audiences. These micro (10,000 – 100,000 followers) and nano-influencers (less than 10,000 followers) often have a more authentic connection with their followers, fostering trust and credibility that broad influencer campaigns can lack.
From TikTok creators specialising in sustainable fashion to Instagrammers showcasing small-batch skincare, these partnerships will allow brands to tap into tight-knit communities. For marketers, this means quality over quantity- find influencers whose values and audience align with your brand’s mission. Not only will you drive more meaningful engagement, but your marketing budget will thank you too.
With the rise of AI-generated content, we’ve seen a huge influx of articles being published on the web. But, throughout the past year, we have seen Google shift towards authentic, original content with unique data and insights (hello, E-E-A-T!).
This doesn’t mean you won’t be able to rank at all if you use a bit of ChatGPT here and there, as long as you leverage your own industry expertise too. This might look like a ‘golden nugget’ bit of information, case studies, unique data, and demonstrating your own personal opinion where it makes sense.
If you’d like to learn more about the possibility of ranking on search engines with AI-generated content, or how to create content that demonstrates E-E-A-T values, check out our content hub.
Whilst Instagram Reels have always been a bit behind TikTok in terms of engagement on videos, this could all change in early 2025 due the potential ban of the TikTok platform in the US (aka… Instagram Reel’s biggest competitor). 68% of content creators say they plan to move their TikTok’s audience over to Instagram if the ban takes place, with some even saying they’ll focus more on YouTube.
In our opinion, as long as you are actively posting engaging content (both static, video, and stories) on Instagram, it should be a seamless transition for both you and your audience. For those of you selling on TikTok Shop (almost half of you are!), ensure you have other means of selling set up – such as a Shopify or WooCommerce website, which is linked up to Instagram Shopping. Whatever you do, don’t wait for a ban to take effect before you take action!
2024 was the year that we saw tremendous growth for AI in marketing – but that growth won’t stop as we head into 2025. Not only are many marketers now using artificial intelligence for day-to-day admin, emails, writing content, and more, but we’re likely to see more brands use AI to generate both images and videos too.
But, we don’t yet know how this will be received by audiences. We all saw the controversial AI-generated Coca-Cola Christmas advert! Some people didn’t look twice at it, but others expressed frustration, stating that ‘it’s cold, robotic, and lacking humanity’, and that Coca-Cola are ‘sucking the life out of Christmas ads’.
Heading into 2024, brands have to be careful to remain authentic if they choose to use AI to help with content creation. Don’t just do it because you lack budget or time and ‘need to get content out’ – audiences will see right through it.
Learn more about the impact of AI on marketing in our recent blog.
At Wildcat Digital, we specialise in helping businesses like yours thrive in a rapidly changing environment. Whether you’re looking to craft a sustainable marketing strategy, develop unique human-written content, or optimise your website for a seamless shopping experience, our team is here to help.
To get started, book a consultation with a member of our team, or visit our SEO page to learn more.
SEO Account Manager
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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