Content experimentation
Video
Employee advocacy
Rise of zero-click searches
Campaign driven content
We breakdown our top digital trends to watch out for in 2025 and beyond.
Trend 1: Content experimentation
Creative content continues to be a driving factor behind top performing posts across socials, with 42% of brands trying different creative social content as they move away from traditional brand guidelines. As we head into 2025, we’re going to see more brands stepping outside their creative comfort zones to make a greater impact across social channels and ensure their content stands out in a world of endless social scrolling.
Key takeaway:
Make 2025 the year of creativity. Experiment with different concepts across your digital platforms, embrace failure as part of the learning process, and, most importantly, have fun with your content!
Trend 2: Video
A staple on trends lists year after year, 2025 is no different for video. Short-form content continues to dominate, fuelled by the ever-growing popularity of platforms like TikTok and YouTube Shorts, which now boast a combined user base of over 3 billion. It is clear the demand for bite-sized content isn’t going to be slowing down anytime soon. But with platforms such as TikTok starting to test 30 minute uploads and brands starting to lean into longer videos, – long form content could soon become an increasingly popular go- to for marketers next year, as we expect audiences’ craving for information to increase
Key takeaway:
Keep video in your playbook but explore ways to tell stories through long-form content too. The real focus should be on creating value in the content — if the video is engaging and valuable, it will engage people whether it is 1 minute or 30 minutes long. The goal is attention so really critique the content you produce for your audience and ask how much value you are giving.
Trend 3: Employee advocacy
We all know about influencers, macro, micro. This trend is still going strong – especially as we see it rise at an industry level – but businesses are now starting to realise that the best influencers are actually their own employees. In 2025, expect to see more companies tapping into their teams to create unique, authentic content on social channels — boosting brand visibility and driving discovery.
Key takeaway:
Before encouraging your team to post content, approach employee advocacy with a clear strategy and a sense of authenticity. Forcing employees to talk about a brand can feel inauthentic and may not resonate. Instead, inspire genuine enthusiasm by fostering a sense of pride and shared purpose. Start by creating guides and providing training which helps support creativity and gives employees support and the tools to produce content. Because when employees are genuinely motivated, their advocacy will be more impactful and credible.
Trend 4: Zero-click searches
Quality traffic is dropping. The reason? The rise of AI. With platforms like Google SGE people no longer have to click through to websites to find the answer to a query – which is why we will continue to see a rise in zero-click searches as these platforms ramp up the application of AI. This means companies need to be more content-savvy than ever. They should also consider investing in more ‘traditional’ PR tactics to ensure key information about their business is included on websites with a high domain authority score, such as reputable media, which Google SGE is likely to favour when creating its AI summaries.
Key takeaway:
Make sure you understand exactly how your website is performing for your business and adapt your strategy to match the rise of AI and zero-click searches. This is one trend which won’t be going away. How ready are you for AI?
Trend 5: Campaign content
By 2025, even more businesses will embrace more campaign marketing, moving beyond single-use content to create multi-purpose campaigns that span multiple platforms and months, all while injecting new creative pieces to explore content experimentation. Whether centred on sustainability or product promotions, this approach will help companies maximise their marketing impact. Marketers will need to become increasingly savvy at crafting these extended campaigns, ensuring they capture attention and generate lasting engagement.
Key takeaway:
Think about your 2025 output plans and how many of your initiatives focus on lasting, multi-use campaigns. More brands are leaning on agencies to help them cultivate creative ideas – lean on your resources and ensure you push the creativity boundaries in 2025!
Comments