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Looking to get ahead of 2025 digital marketing trends? We won’t bore you with a lengthy intro—let’s get straight to the insights! As a multiplatform branding agency that’s tackled quite a few digital marketing projects this year, we’re excited to share our predictions on what’s to come and what will continue to shine in the year ahead. Let’s dive in and explore what’s on the horizon!
Have You Heard of AI?
It may not be “new” anymore, but Artificial Intelligence (AI) is still front page news in the digital marketing world, and we don’t see that changing anytime soon. As this technology rapidly evolves, we’re witnessing significant real-time shifts—from search integration and automation to advancements in content and media creation. It’s worth noting that today’s AI is the simplest form we’ll ever see, making right now the ideal time to start leveraging AI in your work. The reality is that AI probably won’t replace your job, but someone trained in AI might. While AI can’t do everything on its own, it is capable of taking on 30-50% of repetitive tasks, which means that human insight and creativity will remain essential—even if team structures shift toward greater efficiency.
Boost your AI literacy and become indispensable to your organization by exploring accessible tools like ChatGPT, Claude, or Gemini. With 75% of knowledge workers already incorporating AI into their daily tasks, those who embrace it now will gain a significant advantage in the years to come.
AI Content Is Still King
AI-generated content is changing the game for marketers, helping us brainstorm, strategize, and create faster than ever—whether it’s drafting campaign ideas, writing in-depth blog posts, or crafting those catchy short-form pieces for social. By cutting down on the time spent on content creation, AI lets marketers focus on the bigger picture: refining strategies, steering creative direction, and testing content to ensure that it holds up in real-world scenarios. But here’s the catch—getting the most out of AI requires a skill called prompt engineering. Knowing how to craft the right prompts is quickly becoming an essential skill for generating content that hits the mark.
AI tools can take care of a lot, but a human touch is what makes brand voice, values, and those all-important emotional connections shine. As AI’s influence continues to expand, Statista projects that the global AI market will more than double from $93.53 billion in 2021 to $190.61 billion by 2025. So, if you’re looking to stay competitive, now’s the time to hone your prompt engineering skills and strike a balance between automation and authentic engagement.
SEO & AI
AI has officially entered the Google Search chat. In May 2024, Google launched its Search Generative Experience (SGE), a major AI integration that has reshaped how we interact with search results. Now, instead of a simple list of links, users receive a curated, comprehensive answer right at the top of results—in addition to a carousel of sites with more information just below. For brands, SGE presents a unique opportunity to gain premium search visibility, especially for niche topics, by appearing in these AI-generated summaries. It’s a huge step up from traditional search rankings and gives smaller businesses the chance to compete with big players on expertise alone.
If you’re looking to optimize for SGE, focusing on building strong E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) signals is key. Google is also changing up its ranking priorities, with a heavier focus on content quality (50%) and user engagement (15%) over links and on-page SEO. This shift means there’s never been a better time to double down on high-quality, engaging content that showcases your brand’s authority. By refining your SEO strategy, you’ll be in prime position to capture the spotlight in AI-driven search results.
Social Media on Steroids
Not literally, but it’s getting close! Social media has turned into a one-stop shop for users’ brand-related needs—whether it’s researching products, getting real reviews through user-generated content, building parasocial relationships, discovering niche communities, or even shopping without leaving the app. Just to name a few!
Micro-Influencer Marketing
Micro-influencers are making waves in the digital marketing world, and for good reason! With follower counts ranging from 1,000 to 100,000, these influencers often boast niche, engaged audiences that can create deeper brand connections than their mega counterparts. Brands are realizing that working with micro-influencers can lead to strong, more efficient results and foster long-term relationships.
In the influencer landscape, there are a variety of categories to consider: Mega (1M+ followers), Macro (100K-1M followers), Micro (1K-100K followers), and Nano (under 1K followers). As brands look to build authentic connections, leveraging the power of micro-influencers has become essential. Their genuine engagement and relatability can truly resonate with audiences, making them valuable partners in driving brand loyalty.
Social Commerce
Shopping on social media? It’s here, and it’s booming. Platforms like Facebook, Instagram, and TikTok have integrated shopping features that make it easier than ever for users to go from “see” to “buy” in just a few clicks. For businesses selling physical products, now’s the time to optimize social media platforms for shopping. Use tools like Instagram Shops, TikTok Shopping, and Facebook Shops to create seamless purchasing experiences that let customers discover, connect with, and shop from your brand without ever leaving the app. Social commerce isn’t just a trend—it’s a major shift in how we buy.
Zero-Click Social Content
Gone are the days of pulling users off-platform to deliver a message. Zero-click social content—think Twitter (X) threads or TikTok videos that deliver valuable insights without external links—is the new go-to. Consumers are tired of jumping through hoops to get value, so zero-click content is stepping up as a solution, offering info-packed posts right on the platform. By focusing on delivering value within the post, brands can improve their user experience and keep audiences engaged without additional steps. It’s a trend that’s here to stay, because ultimately, it puts the user first.
Content Marketing
Content marketing is evolving, and it’s all about providing value in ways that resonate with today’s savvy audiences. As trends shift, marketers are tapping into the power of long-form content, user-generated insights, and storytelling that goes beyond quick hits. Content is all about building trust, delivering real value, and fostering deeper connections.
Long-Form Content Makes a Comeback
As it inevitably does, the pendulum is swinging back. With short-form content starting to plateau—likely due to excessive content fatigue—audiences are increasingly turning to long-form formats like blogs, podcasts, and webinars. It’s the natural cycle: people become saturated with one style and soon crave more depth and detail. Smart marketers will find success by balancing both short- and long-form strategies, offering a mix that keeps audiences engaged across different formats. Whether it’s a quick tip on social media or a deep-dive blog post, versatility is key to meeting evolving preferences.
User-Generated Content
Let’s face it: people trust people. In fact, user-generated content (UGC)—like online reviews and customer photos—often means more to consumers than anything brands can say about themselves. And with 99% of consumers checking reviews before making a purchase, UGC is especially powerful in industries like fashion, travel, and beauty, where real-world feedback counts. Integrating UGC into your marketing strategy is essential for building authenticity and creating connections that feel real.
Digital Marketing
Email Newsletters
Email newsletters are making a major comeback as a trusted, algorithm-free way for brands to connect with their audiences. With explosive growth in subscribers and revenue, newsletters offer a direct line to your audience, cutting through the noise of social media. A recent survey from Storydoc revealed that 90% of Americans subscribe to at least one newsletter, and 74% subscribe to between one and ten. With such a high level of engagement, it’s clear that email remains one of the most effective channels for building and maintaining a loyal following.
Voice-Optimized Content
As voice search continues to grow with the rise of smart speakers and voice assistants, optimizing your content for voice queries is becoming essential. Focus on natural language and conversational phrases, as long-tail keywords that reflect how people actually speak will be key in 2025. Voice Search Optimization (VSO) involves strategies like schema markup, optimizing local listings, and ensuring that your content is easily discoverable through voice queries. This shift also presents an opportunity to make your content more accessible, creating an inclusive experience for all users, including those relying on voice technology.
Customer Data & Insights
Mental Health and Digital Well-Being
As social media usage continues to rise, so does the concern for mental health—especially among younger users such as Gen Z and Gen Alpha. The addictive nature of these platforms has led to increasing conversations around digital well-being, making it essential for brands to address these issues head-on. Integrating mental health initiatives into your social media strategy is a great way to show your audience that you care about their well-being. Prioritizing mindful, positive content and promoting breaks from digital consumption can help foster a healthier online environment for your followers.
Data Privacy
Consumers are also increasingly demanding greater control over their personal data and transparency regarding its use. With the phase-out of third-party cookies from browsers, businesses will need to find new ways to collect and use data responsibly. This shift is aimed at protecting user privacy by limiting how external advertisers track personal browsing activity. To stay ahead of the curve, companies should clearly communicate their data collection practices and offer granular privacy options, allowing users to manage their settings. By adopting these changes, brands can build trust with their audience while ensuring compliance with evolving data privacy standards.
Customer Insights
Understanding your audience is no longer optional—it’s the foundation of meaningful connections and a critical piece of any digital marketing strategy. Data analytics offer a powerful way to decode customer behavior, uncover trends, and personalize content that resonates, leading to higher satisfaction, loyalty, and conversions.
By evaluating key metrics like customer journeys, purchasing patterns, and content performance, businesses can fine-tune messaging, allocate resources effectively, and even craft personalized email campaigns or product recommendations. Start by exploring tools like Google Analytics or conducting a data audit to transform raw data into actionable strategies that meet your audience where they are—and keep them coming back.
That’s a Wrap!
The question now turns to you: which trends will you prioritize in the year ahead? Whether it’s harnessing the power of AI, tapping into the potential of micro-influencers, or creating engaging zero-click content, the opportunities are endless. With rapid advancements reshaping digital marketing, the most successful marketers will be those who stay curious, embrace innovation, and adapt to meet their audience’s evolving needs. Take a moment to reflect on your goals and think about where your focus will be in 2025. After all, the future of marketing starts with the choices you make today.
About Ethos | VONT
More than an advertising agency, Ethos is a 100% employee-owned multiplatform branding agency founded in 1999 by a small team of discerning marketing and creative minds who believed in the inherent value of truth. Today, Ethos develops and executes integrated marketing campaigns across multiple channels for clients inside and outside of Maine. The company’s guiding principle is to uncover and communicate every client’s unique promise and truth, then set a meaningful marketing course designed to achieve maximum results.
Ethos excels in the fields of food and beverage, agricultural trade commodities, financial services companies, healthcare organizations and behavior change. In 2007, to position the agency to meet the emerging digital marketing trend, Ethos launched VONT, a digital performance marketing company dedicated exclusively to web, social media and online marketing channels. Together, Ethos and VONT work hand in glove to deliver integrated marketing communications across multiple channels for clients. For more information, visit www.ethos-marketing.com.
