As we dive into 2025, marketing trends are reshaping how brands connect with consumers and navigate the digital landscape. With insights curated from Kantar experts, we explore key shifts to watch this year, from total video strategies to sustainability, social media evolution, and the rise of generative AI. These trends will guide marketers in planning their next steps for brand growth and engagement.
Video Takes Centre Stage
Video continues to dominate the media landscape, with streaming gaining significant ground. While broadcast TV still offers unparalleled reach, nearly half of viewers prefer streaming services for their content consumption. This shift has forced marketers to rethink their strategies, redistributing ad spend across both traditional and digital platforms.
In 2025, the smart approach involves diversifying your video strategy. By understanding audience preferences across demographics and geographies, marketers can create tailored campaigns that maximise impact. Balancing investments between broadcast and streaming is crucial to achieving the right mix.
Social Media Needs A Makeover
Capturing attention on social media is becoming more challenging. Kantar’s research shows a drop in the effectiveness of social media ads, with only 31% of users feeling engaged compared to 43% last year. This highlights the growing need for creative, innovative content that resonates deeply with audiences.
From humour that appeals to older generations to music that drives engagement among Gen Z, brands must customise their messaging to stand out. In 2025, it’s not just about being visible – it’s about being memorable.
The evolution of social media advertising is a key part of 2025’s marketing trends, emphasising the need for quality engagement over quantity.
Generative AI Gains Momentum
Generative AI continues to revolutionise marketing by streamlining content creation and providing valuable consumer insights. However, transparency is a growing concern. While the majority of marketers are excited about AI’s potential, 43% of consumers remain skeptical of AI-generated content.
This year, trust will be a key focus within AI marketing trends. Ensuring that AI models are trained on reliable data and used transparently will be essential for brands looking to integrate AI into their strategies effectively.
Sustainability As A Strategic Priority
Consumers are demanding more from brands when it comes to sustainability. With 93% of global shoppers wanting to lead more eco-friendly lifestyles, companies can no longer treat sustainability as an afterthought. Instead, it must become a core part of their operations and messaging.
In 2025, marketers will need to create campaigns that authentically tie sustainability efforts to consumer values. Companies that get this right will not only enhance their reputation but also drive meaningful growth.
This shift reflects a critical aspect of 2025 marketing trends: brands must embrace sustainability not just as a marketing strategy but as a holistic business ethos.
Livestreaming And Creator Economy
Livestreaming continues to flourish, particularly in markets like China, where it dominates retail and brand-building. Platforms such as TikTok and Douyin showcase the potential of live commerce, driving both short-term sales and long-term brand affinity. Marketers must focus on crafting engaging narratives to capitalise on this trend.
Similarly, the creator economy is booming, with tight-knit communities providing unique opportunities for brands to build trust and engagement. Aligning creator-led content with broader strategies will be crucial for success.
Stay Ahead Of The Marketing Trends
The marketing trends of 2025 highlight the importance of adaptability, creativity, and authenticity. From total video strategies to the integration of AI and sustainability, this year’s trends offer a wealth of opportunities for forward-thinking brands.
At Truly, we’re passionate about helping businesses navigate this dynamic landscape. Let us help you harness these trends to drive your brand’s growth. Reach out today via our online form or give us a call on 01926 814 547 and together let’s create something remarkable.
Follow us on TikTok, Instagram, and Facebook to keep up to date with our latest projects and industry insights!