Introduction
Marketers are held to high standards.
We must leverage AI for maximum productivity while still maintaining a human touch. We must target diverse global audiences where they are while keeping our brand messaging consistent across all marketing initiatives. And we must do this all at the speed of social.
Understanding the evolving landscape of digital marketing and the forces that push and pull consumer preferences can help marketers better meet and exceed expectations. That’s where our annual Digital Marketing Trends Report comes in.
We’ve identified seven key trends that we believe will make a big impact in 2025 as well as some early-mover brand examples for inspiration and tips for marketers looking to implement these trends.
Here are the trends we’ll dive into:
- Unexpected collaborations are making waves online
- Brands are showing bold creativity at in-person events
- Communities are presenting exciting marketing opportunities
- Consumers are taking a more mindful approach to tech
- Marketers want to use AI without compromising authenticity
- Disruption to search is pushing consumers to explore alternative avenues to information
- Peer-to-peer recommendations are thriving
How we identified these trends
We process over 500 million online conversations every day at Brandwatch. Our solutions make sense of all this data, turning it into actionable insights that inform decision making at some of the biggest companies in the world.
We used a mix of qualitative and quantitative research when creating this list. Firstly, we held creative sessions with internal experts who work with social data and trends every day. We then surveyed over 700 marketers across a range of industries on trends they expect to see in 2025, as well as using our own tools to examine trends in social data.
In short, it’s a mix of human and machine intelligence that helped us put this list together, and we hope you’ll find it useful in building your 2025 marketing strategy.
Let’s get into the trends.
Unexpected collaborations are making waves online
Brand collaborations are on the rise – and unexpected partnerships are generating consumer enthusiasm. According to our survey, 36% of marketers agree that surprising brand collaborations will be an influential trend in 2025.
Marketers are seeing plenty of benefits from experimenting with mutually beneficial collaborations. These alliances work to strengthen brand connections, boost brand awareness, and promote positive engagement online. And unexpected or unusual collaborations are generating the most buzz.
We used Brandwatch Consumer Research to discover how consumers are responding to brand collaborations. With close to 9 million mentions in this conversation, almost 75% of sentiment-categorized mentions are positive.
To top it off, we’re seeing growing success from brands which tap into the art of exclusivity. Marketers are benefiting from creating limited-edition products or tapping into FOMO (which you’ll hear more about later). And tying this with an unusual brand collaboration is a great way to boost your campaign.
Brand examples
Skincare brand Cerave partners with Michael Cera
In 2024 an unexpected collaboration emerged between skincare brand Cerave and celebrity Michael Cera. Using wordplay to emphasize their brand name, Cerave’s tongue-in-cheek campaign was a hit. A YouTube video which accompanied the advertisement has over 850k views, and the comments are flooded with funny responses and support for the campaign.
e.l.f and Liquid Death collab to create ‘Corpse Paint’
e.l.f and Liquid Death came together to create a limited-edition, coffin-shaped make up box that enabled buyers to create KISS-style looks. The box was promoted with a hilarious ad that sees a gothic rockstar show teens how to “murder” their eyes, lips, and face to look as dark on the outside as they do on the inside. The partnership was a huge success – the box sold out in just 45 minutes.
Tips for marketers
Leverage influencers and celebrities. A collaboration doesn’t have to be between brands – see if you can get an unexpected personality involved in your next campaign.
Tap into urgency and FOMO. To generate extra hype for your products, try out limited-edition items or creating FOMO to get customers even more excited about your new releases.
Look for the right amount of audience overlap. The most beneficial collaborations happen when partner brands share similar target audiences, yet they’re each able to reach a new set of consumers.
Brands are showing bold creativity at in-person events
In-person experiences are setting a new precedent in 2025. To truly wow audiences, brands are pushing boundaries and creating experiences that are immersive, memorable, and (importantly) share-worthy.
According to our survey, over 60% of marketers agree that live experiences – especially ones that are led by bold creativity – will be an influential trend in 2025.
These events come in plenty of different forms, such creative pop-up shops or exclusive work out classes. They amplify a sense of scarcity, urgency, and excitement – factors that can underpin success on social media. These aesthetically pleasing, interactive activations are designed to encourage user-generated content (UGC) – because who can resist sharing a photo from a 360-spin selfie booth?
The rise of these events also means that brands will need to focus on localizing content to connect with niche audiences – for example translating social media posts for different markets.
This year so far, localized content and events have gathered over 5.24 million online mentions, with 67% of sentiment-categorized mentions being positive.
In-person events allow brands to create meaningful interactions that make customers feel valued. Making content relevant to different markets is vital for brands wanting to connect more deeply and directly with their audience. This will look different depending on your industry and customer preferences.
“We're seeing more companies and consumers interested in creating custom, interactive experiences that are first-party and owned by the brand itself, instead of the large legacy platforms.”
Quinten Saathoff, Co-Founder & CEO , Caspian Group, INC
Brand examples
Béis is always connected to the pulse of social
To create a buzz around their brand, Béis organized a weekend-long, car-wash-themed event in Los Angeles. Customers were able to get two of their Béis items cleaned for free, leaving with a special manual on how to carry on the care at home. The campaign was a hit with customers and Béis also offered a selection of products and bundle offerings for purchase, including luggage and accessories as well as merchandise from partner brands.
OUAI plans on showing you the way
Beauty brand OUAI hosted a free beach-club-themed event in central London in the summer to amplify the launch of their St Barts collection. They made sure to offer a range of attractions, from hair consultations to free drinks. This activation was part of a multi-location series, including cities like Miami and NYC.
Tips for marketers
Create exclusivity. Loyal customers jump at the prospect of limited-edition products or exclusive events. Alongside influencer access, consider implementing first-come-first-served cut offs or even a fun scavenger hunt for customers to secure their ticket(s) to your event. Essentially, opt for ways to thoughtfully blend accessibility with scarcity to build excitement.
Work with local influencers. Consider working with local influencers for your events – and make sure you give them early access. Signing them on to preview events will help generate anticipation among attendees, as well as extending your reach to broader audiences.
Create shareable setups. Aesthetics matter, so make sure your spaces are engaging enough to encourage fans to take (and share) photos for maximum UGC.
Communities are presenting exciting marketing opportunities
From joining local running clubs or pickleball leagues to attending intimate lectures at local bars, people are looking to communities for a chance to network, make friends, learn, and even date.
A quick search in Brandwatch Consumer Research showed that mentions of run clubs grew 52% between April 1 and September 1, 2024 – compared to the previous six-month period. Similarly, mentions around social clubs increased 10% to a huge 153k, with 14% more unique authors joining these conversations.
Authentic recommendations from members go a long way, too (see our trend on peer-to-peer recommendations). People trust their peers, which builds faith in the brands that are spoken highly of among them.
For brands, communities present a huge opportunity to both collaborate with existing ones or to foster their own, going beyond a standard social media following. In our survey, 44% of marketers agreed that creators and brands growing communities beyond social media will be an influential trend in 2025.
This doesn’t just mean congregating IRL. It might mean closed online groups or exclusive mailing lists – all of which can help brands and community builders bypass algorithmic limitations that might prevent their communications appearing on a follower’s social feed.
Podcast communities are a good example here. Not only can you subscribe to the podcast itself, but you could also join its (sometimes paid for) community to access exclusive newsletters, merch, clips, and early access to live shows.
Brand examples
Red Bull inspires people to be part of the action
Red Bull is a great example of a brand that has embedded itself successfully into an active community (or set of communities) in that it has become ubiquitous in the world of extreme sports. Red Bull has a strong presence at events and its owned social media accounts share motivating stories and user-generated content, keeping their thriving social community of supporters engaged and inspired.
Dating app Bumble connects members offline
This online dating app has expanded its services to include Bumble IRL, offering in-person mixers and exclusive celebrity events. For example, the brand’s pop-up in Paris offered local members a way to meet – plus they partnered with a local coffee brand to make it happen.
Tips for marketers
Understand the communities your brand is connected to. Study what your followers talk about outside of your brand. This can help you identify areas of interest and potential communities to tap into.
Don’t ignore collaborations. Connect with creators and local community groups to boost your activations. Perhaps that’s partnering with a trendy coffee brand or inviting local influencers for the ride.
Make the experience valuable. Community is all about connection and feeling valued. Brands that share cool, exclusive experiences or items will benefit the most.
Consumers are taking a more mindful approach to tech
Did you know that 66k Instagram posts and 16k TikTok videos are shared every minute? That’s a lot. It’s no wonder that individuals are yearning for a more mindful social media experience.
In our survey, 39% of marketers agreed that there will be a shift towards more mindful social media usage and embracing more of the ‘analog life’ in 2025. Whether it’s digital detoxing or disconnecting completely, more and more people are embracing being offline.
The number of unique authors talking about doomscrolling online has increased by over 50% from October 1, 2023 to September 30, 2024 compared to the previous 12 months. People are more aware of this negative habit, and are looking to others for tips on being more mindful.
One emerging solution for more mindful phone usage is the “dumb phone.” This term describes cellphones which only offer basic features like calling and texting – and importantly, they don’t have internet access. Online conversations about dumb phones increased 43% from October 1, 2023 to September 30, 2024 compared to the previous 12 months. And Gen Z mentions in this conversation grew at a higher rate than other generations.
This isn’t a totally new trend, with the ’90s and Y2K aesthetics having influenced entertainment, fashion, and technology for the last few years. But now consumers are taking it a step further to help them adopt a more mindful approach to tech – an antidote to being “chronically online”.
In 2025, we’ll see more experimentation from consumers and brands on how to be mindful of social media and technology, how to use older technology to get that hit of nostalgia and entertainment, and how to connect the digital with the real world.
Brand examples
HMD leans into the digital detox
HMD have teamed up with Barbie to help consumers go offline. The brands released a retro pink flip phone – void of social media accessibility – to help consumers reduce their screen time. HMD promotes the flip phone as a way for people to live their best life and take a vacation from their smartphones. Plus, it comes with all kinds of accessories and gimmicks that Barbie fans will love.
The New York Public Library throws a party
Together with the Reading Rhythms community, the New York Public Library regularly hosts reading parties. People come together to read with friends or strangers to a setting of ambient music and to discuss their latest reads. This provides a place for people to connect with others, while also getting people interested in becoming a more regular library goer.
Tamagotchi launches its first UK store
Tamagotchi has had an unexpected comeback. This 90s virtual pet, which was all the rage decades ago, had become so popular that a store has opened in the UK. The resurgence of this popular toy and its minimal tech proves how consumers are leaning into nostalgia in 2025.
Tips for marketers
Provide offline experiences for your community. Cultivate a better relationship with your community by offering them offline experiences and events. Consumers crave genuine, real-life connections – not only with others, but also with brands.
Turn to lo-fi content. Consumers are overstimulated. It’s time brands offer lo-fi content that’s relaxing, entertaining, or educational and that can be enjoyed without staring at a screen.
Tap into nostalgia. You can capitalize on the nostalgia trend by producing content that reminds us of the past, whether it’s using 90s music in your content or creating photos and videos with a polaroid-like aesthetic.
Marketers want to use AI without compromising on authenticity
AI is no longer a trend – it’s a tool every marketer is learning to master. Yet balancing AI with authenticity is vital to properly connect with your customers.
A massive 71% of marketers agree that challenges with leveraging AI without losing the ‘human touch’ will be an influential trend in 2025. It’s a topic which crops up again and again, with many marketers battling to decipher how AI-influenced marketing can complement brand authenticity – rather than contradict it.
We expect this to be a conversation marketers will continue to have throughout 2025. Those falling behind with their AI implementation will begin to experiment, and innovators will continue to push what’s possible with the technology.
Some predict that there’ll be a backlash against AI-generated content or interactions, which is certainly happening in some spheres. This might manifest in poor customer service experiences with ill-prepared AI-powered chatbots, anger around AI’s perceived replacement of creatives, and the push towards more human-centric interactions.
The question for marketers of all disciplines is how do you get the best of both worlds? How do you leverage the abundance and efficiency AI can provide while keeping your interactions personable and authentic? What’s clear from the conversation around AI and marketing, and from the other trends in this report, is that authenticity, connection, and trust are non-negotiable.
Brand examples
eToro sparks conversation with an AI-generated ad
Trading and investment platform eToro took AI-generated marketing to the extreme, launching a totally AI-generated ad in 2024. eToro said that using AI “gave us the freedom to dream, to iterate, and to add more elements during the editing process.” The ad was a bold move – despite the transparency surrounding it’s AI-generated nature, it may have strayed a little too far from authenticity.
Escherman explore how AI can fuel creativity with a human touch
AI-driven digital communications consultancy Escherman recently hosted a webinar with Brandwatch – all about the AI skills marketers need to develop. While some marketers express annoyance or anger around the use of AI in the creative process, Escherman spoke to the benefits of AI for creativity and how smart prompts can help marketers be more creative.
Tips for marketers
Leveraging AI isn’t about letting it take over. Be mindful about the tasks and processes you want AI to handle. If creativity is what you love and what you’re best at, don’t hand all of that over to a machine.
Consider your customers. If you’re going to let AI take on a task, make sure you’ve given it the context it needs to create a good experience for the audience who sees the result. As the old saying goes: “Garbage in, garbage out”.
Listen to your audience. If they’re calling you out on your AI (whether that’s in marketing, customer service, or elsewhere), you need to fix it before it threatens brand trust.
Disruption to search is pushing consumers to explore alternative avenues to information
In 2024, social media became a go-to search engine. Now AI is adding more complexity to consumer search behavior.
Generative AI is shifting how consumers engage with search. For example, AI-powered tools like SGE (search generative experience) can now generate quick and clear overviews of search topics without users having to click on individual web pages.
“The shift will be towards Generative Engine Optimization, as compared to conventional Search Engine Optimization."
– Yong Yau Goh, Chief Marketing Officer, AWHL Group
This kind of search can be very convenient, but it can also produce inaccurate or irrelevant results, forcing consumers to spend more time searching and exploring other ways to get answers.
In fact, TikTok and Reddit are increasingly becoming associated with search in online conversations, along with ChatGPT.
In our recent Health and Wellness report, we highlighted how consumers are increasingly using AI tools like ChatGPT to search for information to help with self-diagnosis and self-treatment. Conversations about these topics grew 50% between August 1, 2023 to July 31, 2024 compared to the previous 12 months.
And in our survey, 40% of marketers agree that online search will see disruption as consumers explore new avenues to information in 2025. Ultimately all this points to a rethink around search optimization.
Optimizating for AI-generated search results is a part of that rethink, and brands should also consider consumer hunger for the authenticity and trustworthiness that peer-to-peer recommendations provide (see trend 7 for more).
Brand examples
Dell’s top monitor recommendations
Searching for ‘Best 1440p monitor under $500’ on Google, we found a post in the subreddit r/buildapc posing this exact question to the community. The top comment (with 70 upvotes and a number of supportive comments) recommends a couple of specific monitors from Dell. This is a great example of a specific question from a consumer getting genuine, thoughtful answers from a trusted community, and generating a great set of recommendations for Dell.
Tips for marketers
Tips for marketers
Optimize and leverage social media for search. As platforms like TikTok become search hubs, brands need to make sure their content is visible on those platforms. To improve discoverability, brands can use popular keywords and hashtags and leverage social media and platform-specific trends.
Experiment with different content types, tools, and platforms. Consumer search behavior is changing fast, and in 2025 brands need to stay flexible. Try experimenting with different content formats, emerging social media platforms, and relevant tools.
Pay special attention to where your consumers are searching for information. It’s always good practice to monitor online sources for questions consumers are asking about your brand or industry. Many will turn to niche forums or their peers for answers, especially if they can’t find answers via traditional means.
Peer-to-peer recommendations are thriving
With disruption to search and the mistrust that obviously-AI-generated content can foster, consumers are turning to each other as trustworthy sources – especially when looking for guidance about products and services.
Our survey shows 45% of marketers agree that consumers seeking peer-to-peer recommendations will be an influential trend in 2025. So, what does that look like?
Firstly, we’ll see more brands embracing user generated content (UGC) and employee generated content (EGC). Social profiles may not look so polished, but they’ll fill up with “social proof” that speaks to the virtues of the brand’s products, services, and career opportunities.
Secondly, brands will move to ingratiate existing communities and create spaces where advocates (paid or otherwise) can shine.
Third, we’ll continue to see deinfluencing as a common trend on social. Many consumers, especially Gen Z, are pushing back against aggressive marketing. They’re shifting toward mindful consumption, like finding cheaper alternatives or embracing “buying less, buying better” – and “deinfluencing” others from unnecessary purchases.
This trend is particularly prevalent on TikTok, where consumers discuss affordable “dupes” to help their audience find alternatives to expensive or sold-out items.
Brand examples
Peloton leverages EGC and brand ambassadors
Peloton has launched a Peloton Ambassador program, choosing ambassadors with an audience who might not already be on the Peloton platform. This way, Peloton can tap into different groups of people who may not be familiar yet with the brand via ‘peer-to-peer’ content.
Pizza Hut drives UGC with a local pop-up experience
Pizza Hut created a private Pizza Hut restaurant for one, where lucky pizza lovers could have their own individual small pizza in the privacy of their own mini Pizza Hut – a scaled-down version of the restaurant with a booth, table, and window. This unique VIP experience aims to create a sense of exclusivity, and consumers who got to try this took to social media to share photos and videos – showering the brand with positive UGC.
Tips for marketers
Tips for marketers
Encourage your employees to be content creators. Employees sharing genuine positive experiences and behind-the-scenes moments can help raise your brand’s employer profile.
Drive UGC by creating unique and shareable experiences. Regardless of your industry, you can create unique, exclusive, and memorable experiences for your audience that they’ll want to share with others on social media, helping you build organic engagement.
Keep an eye out for “dupes”. If your product is being imitated, you’ll need to find better ways of convincing consumers that your version really is the best.
How should marketers approach 2025?
One of our favorite things about this year’s digital marketing trends is how well they work in tandem.
For example, the disruption to search is pushing consumers towards peer-to-peer content, which in turn is pushing brands to create bolder, more shareable experiences for consumers.
Plus, consumers are seeking community and they’re being more mindful about their tech use. This lays the groundwork for brands to get involved at a local level or to connect in other innovative ways.
The TLDR
Three final tips:
Make it easy for consumers to advocate for your brand
Go all out on your activations, whether it’s your event or not
Know your consumers: If you’re not listening to their questions, wants, pain points, and interests, it’s time you started.
