Heading into the new year, there are some marketing trends on the rise that we think businesses should pay attention to. While marketing is an ever-changing industry based on the current habits of consumers, there are a few strategies on the rise that we think could help any business get a leg up.
Firstly, we’re seeing an increase in brands making their own content instead of using creators to make their content for them. This goes hand-in-hand with an increasing consumer desire for brand transparency. Instead of seeing your brand promoted by paid influencers who likely don’t actually use and love your products, users are more interested in seeing content from the brand itself and verified customers.
Brands are beyond traditional advertising to create content themselves that entertains, educates, and resonates with consumers to build brand loyalty without using someone else’s ethos. Instead of needing a content creator to influence users to buy your products, by becoming the creator your brand can influence consumers directly and cut out the middle man.
Following scandals about influencer marketing and certain content creators posting paid ads and signing sponsorship deals with companies whose products and services they don’t use or actually know anything about, customers are growing weary of these misleading posts. Consumers are now seeking reviews and ads from real customers. If they believe the creator already uses and loves your stuff, consumers are way more likely to be responsive to them promoting your brand.
In addition to this type of transparency, younger buyers are also looking for another kind of openness. The younger generations that grew up with the internet and have always been exposed to the constant stream of information are proving to be more aware of social and environmental issues starting from a younger age. These folks are growing into consumers, and they want to know that your brand not only makes great products but has strong morals and ethics that they stand behind.
For the mechanics of making and shipping your products, we’re looking for sustainability to be high on your priority list. For makeup brands and other cosmetic products, it’s important to stay cruelty-free. For restaurants and cafes, using recyclable and compostable utensils is a must. In terms of who you employ and work with, promoting diversity is hugely important. Even if you think everyone knows you stand for equality, it doesn’t hurt to make sure.
Another trend we’re seeing is an increase in brand collabs. From McDonald’s and Pokemon to Marin and Down East, companies are banding together to increase their customer base and excite their existing shoppers. There are so many different ways to collaborate with another company to create a product that speaks to both your brand’s essences. Consider if there are any brands you could collaborate with to create a mutually beneficial partnership and get creative!
There are a couple other trends that have been on the rise and we wouldn’t bet against. The first is the use of AI to create personalized ads and campaigns, and the second is video content – from bite-sized to long livestreams. AI is definitely here to stay, so consider how you can use it to make your life easier without relying on it entirely. Too much AI is obvious and leads to fatigue. Effective use of AI can help your campaigns stay fresh and personal to each individual customer. It’s all about balance.
Video content is just too engaging to decline. It also gives brands the chance to be more real with their audience and let them get to know the person behind the brand. Content consumption is all about adding value to the lives of your audience members. Videos make this automatically easier just by format alone. By being an inherently more engaging form of media, videos can connect with people more than static images.
While the nature of trends is to change quickly, we think these are the ones to watch in 2025. As new tech gets released and improved, the tides can change, but we don’t see these marketing trends falling out of favor anytime soon.
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