The marketing and media landscape continues to evolve as new technologies are introduced, platforms face rising challenges, and budgets remain in flux. These developments are reshaping how people consume content and interact with brands, and it’s more imperative now than ever for marketers to stay agile and embrace change.
In this piece we’ll explore five key trends that we predict will be prominent throughout the industry this year and how marketers can leverage each to stay competitive and drive growth and impact.
The Resurgence of Brand in a Performance- Driven Ecosystem
In recent years, marketers have heavily focused on performance metrics and KPIs. In the media world, metrics like CPA, CPC and ROAS have been front and center, and capturing consumer action at the most efficient cost has been the winning formula. However, a shift is coming as marketers are recognizing the growing importance of brand building within what has been a largely performance-driven ecosystem. In 2025, we expect the pendulum to inch closer toward the center, with increased investment in upper- and mid-funnel strategies.
Brands are rediscovering the value of fostering emotional, long-term connections with their audience, driven by consumer fatigue from hyper-targeted ads and the rising demand for authenticity. Advertisers must aim to balance performance-driven tactics with brand-focused strategies, understanding that a strong brand identity not only fosters loyalty but amplifies performance marketing outcomes.
Social Media Faces a Trust Crisis as AI-Generated Content Gains Momentum
With all the buzz circulating about AI, we can’t help but predict that AI might be the very thing that kills social media as we know it. In the next year, AI’s ability to generate sophisticated misinformation, such as deepfakes and fake news, could make it increasingly difficult for users to discern truth from falsehood, eroding trust in online content. This trend combined with the proliferation of AI-generated posts, influencers, and automated comments may saturate social media with artificial interactions, diluting authentic human connections and making the platforms feel less genuine. This content overload could also overshadow individual voices, reducing meaningful engagement. As skepticism about authenticity grows, users may become less inclined to participate, potentially undermining overall trust and leading to a decline in usage of social media platforms.
Brands Will Face Pressure to Prove Authenticity through Action
In 2025, authenticity will continue to remain essential in sustainability and purpose-driven marketing, but a shifting political landscape may reshape priorities. The recent rejection of incentivizing sustainability suggests that environmental concerns may lose influence with the broader population, compounded by growing consumer fatigue with “greenwashing” and inauthenticity. While some brands may scale back their sustainability initiatives, others could double down, focusing on niche audiences that are deeply committed to eco-conscious practices. The key challenge will be navigating these changes, understanding evolving audience values, and ensuring that purpose-driven messaging reflects genuine action rather than performative gestures.
A Potential TikTok Ban May Push Competition to Innovate Across Social Commerce
In 2025, social commerce is set to exceed $100 billion in the U.S., with TikTok, at this stage, leading the charge by seamlessly blending content and commerce through its integrated shopping experience. The platform empowers creators to collaborate with manufacturers, co-developing and selling products directly to engaged audiences, redefining how brands and influencers drive sales. While TikTok Shop currently thrives with small businesses, private sellers, and resellers, large brands are expected to increasingly adopt the platform to capture its growing audience. With this said, the current uncertainty of TikTok in the U.S. could change the game entirely, inspiring other platforms like Instagram to double down on social commerce innovations, creating a more dynamic and competitive landscape.
Niche Targeting and Personalization Will Redefine Marketing
Niche targeting will dominate marketing strategies this year, with brands leveraging platforms like Reddit and for now, TikTok, to connect with highly engaged, specific audiences. Personalization will play a crucial role, with AI enabling tailored messaging that deeply resonates with these communities. Authenticity, community engagement and collaborations with micro-influencers will drive trust and organic growth, while dynamic campaigns will adapt quickly to niche trends and feedback. Contextual advertising and localized approaches will further enhance relevance and impact.
No matter where your brand sits within the marketing ecosystem, it’s clear that this year will bring about profound transformation. For marketers, adaptability is key and as you navigate this new era and the changes it will bring, you must stay agile, be open to adopting new strategies, and also remain deeply attuned to the needs and desires of your target audiences.
