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As we look ahead to 2025, the marketing world is set to experience even more rapid changes. Digital advancements and shifts in consumer behaviour are driving brands to find unique ways to connect with audiences. Here are the top marketing trends expected to shape 2025 and beyond.
Social Media as a Search Engine
Social media platforms are increasingly being used as search engines, especially by younger audiences like Gen Z. According to recent HubSpot data, 87% of social media marketers believe consumers will increasingly search for brands on social platforms rather than traditional search engines. Notably, 76% of consumers now use social media to discover new products and brands, with platforms like Instagram and TikTok offering a fresh and perceived impartial alternative to Google. Among Gen Z, Instagram and TikTok are now the preferred platforms for search, putting Google in third place, despite its 81.7% market share. This shift is reshaping how brands approach social media, focusing not just on content but on making that content easily discoverable. Optimising posts for social search, using keywords, and incorporating trending hashtags can help brands become more visible. In 2025, we expect to see more brands designing their social media content as a form of SEO, treating their profiles almost like a website homepage to attract audiences who use social media as their primary search tool.
AI-Powered Personalisation
Personalisation has been a strong trend in recent years, but 2025 will see a leap forward with AI-powered personalisation. Artificial intelligence enables brands to deliver highly targeted and relevant content to consumers based on their preferences and online behaviour. According to data, 91% of consumers are more likely to shop with brands that offer personalised recommendations. AI can analyse data in real-time, allowing brands to create tailored experiences, from customised product recommendations to personalised email campaigns. This level of personalisation helps brands build stronger relationships with their customers by offering them exactly what they’re looking for.
The Rise of Voice and Visual Search
With the growth of smart home devices and AI-driven tools, voice and visual search are becoming more common. In fact, voice searches account for nearly 30% of all online searches. Marketers can harness this by optimising content for voice queries, which are often longer and more conversational. Additionally, platforms like Google Lens allow consumers to search using images, which can be valuable for businesses in retail, travel, and hospitality. By 2025, we expect brands to adapt their strategies to make their content easily discoverable via both voice and visual search, creating new opportunities for engagement.
Interactive Content and Experiential Marketing
Consumers today crave engaging and immersive experiences, and this will only continue to grow in 2025. Interactive content, such as quizzes, polls, and AR experiences, allows consumers to engage with brands in a memorable way. Experiential marketing, where brands create events or immersive experiences, is also becoming more popular. According to research, over 75% of consumers say they remember brands better after participating in branded experiences. As digital content becomes more competitive, brands that focus on delivering unique, interactive experiences will stand out in consumers’ minds.
Ethical Marketing and Transparency
Consumers are increasingly seeking out brands that align with their values. According to recent data, 64% of consumers would choose a brand based on its commitment to social or environmental responsibility. In 2025, ethical marketing practices, transparency, and sustainable initiatives will be central to many brands’ marketing strategies. Companies that communicate their values and demonstrate accountability in areas such as sourcing, sustainability, and labour practices will have a competitive edge.
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