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.
1. Underconsumption & the Environmentally-Conscious Buyer
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.
2. Niche Content Creators > Huge Influencers
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.
3. Original, Unique Content Will Win On SERPS
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.
4. Instagram Reels Could Get Even Bigger
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!
5. AI Everywhere, Whether You Like it Or Not
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.
Prepare Your Marketing For 2025 & Beyond With Wildcat Digital
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.
Jasmine Savery
SEO Account Manager
