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10 Marketing Predictions for 2025: What’s Next and How to Stay Ahead

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If 2025 is the year you've decided to level up—perfecting your backhand in pickleball, improving your form in the gym, or finally posting on social media more consistently—you're in good company. Just as you're setting resolutions, so is the marketing world, except our resolutions come with trend forecasts, data reports, and a healthy dose of guesswork. This year, marketing is evolving faster than a viral TikTok (or Rednote, if you’re American) trend, and we're here to help you stay one step ahead. With global ad revenue predicted to surpass $1 trillion in 2025, according to the Wall Street Journal, brands have more at stake than ever to capture audience attention and loyalty.


So, whether you're looking to refine your strategy or simply want to sound smart in your next team meeting, we've gathered 10 predictions for marketing in 2025. From influencer marketing's glow-up to AI's takeover, here's what to expect—and how you can capitalize on it.




1. Influencer Marketing Grows Up

Prediction: Brands will move away from one-off, transactional influencer campaigns in favour of long-term, meaningful relationships with creators.

In 2025, brands will recognize that a single #ad post isn't enough to win over savvy audiences. Instead, they’ll focus on authentic, consistent partnerships that allow influencers to become genuine brand ambassadors.

Example: Think of Nike’s collaborations with athletes like Serena Williams. These aren’t just campaigns; they’re stories that unfold over the years, creating deeper emotional connections with audiences.

The Numbers: Influencer marketing is projected to grow to US$39.33bn globally by the end of 2025, demonstrating its increasing importance in the marketing mix.

How to Apply This: Identify influencers whose values align with your brand and co-create authentic content that resonates over time.


Capturing the essence of authentic and consistent brand ambassador partnerships in an awe-inspiring natural setting.
Capturing the essence of authentic and consistent brand ambassador partnerships in an awe-inspiring natural setting.

2. Brand Advocates Are the New Influencers

Prediction: Personal recommendations from loyal customers will surpass influencer endorsements.

Consumers trust other consumers. In 2025, referral programs, user-generated content (UGC), and loyal customer shoutouts will gain even more traction.

Example: Tesla's referral program has been wildly successful because it rewards customers for sharing their love for the brand—no #ad needed.

The Numbers: Brands leveraging UGC see up to a 29% higher conversion rate compared to campaigns without it.

How to Apply This: Create opportunities for customers to share their experiences and reward loyalty through referral programs.


3. The Year AI Stole the Show

Prediction: AI will dominate advertising, from crafting campaigns to running them.

AI tools are already generating ads, analysing performance data, and personalizing experiences, but they will become indispensable in 2025. From chatbots to predictive analytics, AI is set to reshape how marketers work.

Example: Coca-Cola recently used AI to craft hyper-personalised ads for different audiences, leveraging data to create a more engaging campaign.

The Numbers: AI-generated marketing was predicted "to reach 36 billion U.S. dollars in 2024"

How to Apply This: Explore AI ad creation and campaign management tools. Start with accessible options like ChatGPT or Jasper for content generation.


Vintage Coca-Cola advertisements showcase the brand's timeless appeal and highlight the potential of personalized AI-driven marketing.
Vintage Coca-Cola advertisements showcase the brand's timeless appeal and highlight the potential of personalized AI-driven marketing.

4. Hyper-Personalization Gets Smarter

Prediction: Customers will demand tailored experiences across every touchpoint.

Audiences are no longer impressed by generic messaging. In 2025, hyper-personalization—powered by data and AI—will become the norm. Brands that fail to deliver will quickly fall behind.

Example: Spotify Wrapped is a masterclass in personalization, offering users a unique, shareable snapshot of their listening habits.

The Numbers: Email campaigns with personalized subject lines are 50% more likely to be opened than generic ones.

How to Apply This: Use customer data to create tailored emails, ads, and website experiences. The more specific, the better.


5. Africa Goes All-In on Digital

Prediction: Digital-first campaigns will dominate in Africa and in particular Southern Africa, focusing on short-form content.

Brands will continue adopting global trends while prioritising local relevance, with platforms like TikTok, Instagram, and WhatsApp leading the charge.

Example: Nivea's continuous TikTok campaigns in South Africa have been standout, combining local relevance with global appeal.

The Numbers: In Africa is projected to grow Furthermore, the number of users in the Social Media Advertising market in Africa is expected to reach 558.0m users by 2029, driven largely by mobile and social media campaigns.

How to Apply This: Prioritise mobile-friendly, culturally relevant content that resonates with local audiences.


6. Geotargeting Goes Big

Prediction: Hyper-localized marketing will become a key strategy for brands.

Thanks to geotargeting, marketing campaigns will feel increasingly tailored to specific regions. From Netflix’s localised content to restaurant ads that only appear when you’re nearby, brands will use location data to create more relevant experiences.

Example: Netflix Zambia’s catalogue is now filled with local content, making the platform feel like it truly understands its audience.

The Numbers: Location-based marketing is expected to grow to $143.47 billion globally by 2025.

How to Apply This: Leverage location data in your campaigns. Consider geo-specific offers, ads, and messaging.



Brands harness location data for personalized experiences, from Netflix’s localized content to nearby restaurant ads.
Brands harness location data for personalized experiences, from Netflix’s localized content to nearby restaurant ads.

7. Sustainability as a Selling Point

Prediction: Sustainability will become non-negotiable for brands.

Consumers gravitate toward brands that prioritise sustainability as they become more eco-conscious. Greenwashing won’t cut it—authenticity and action are key.

Example: Patagonia continues to lead the charge, focusing on sustainable practices and transparent supply chains.

The Numbers: According to a study conducted by Unilever 88% of global consumers prefer to purchase from brands with a clear sustainability mission.

How to Apply This: Evaluate your brand’s sustainability initiatives. Highlight genuine efforts and share your progress.


8. Short-Form Video Takes Over

Prediction: Platforms like TikTok and Instagram Reels will dominate in engagement.

Short-form video is here to stay, and it’s more important than ever for brands to master the format. Quick, engaging, and visually appealing content will capture attention and drive conversions.

Example: Wendy’s TikTok account is a treasure trove of short, witty videos that resonate with younger audiences.

The Numbers: Short-form Video was predicted to have over 90% of the internet's real estate/traffic by 2024.

How to Apply This: Experiment with TikTok and Reels. Focus on storytelling and humour to stand out.


Short-form video content dominates the digital landscape, as seen here, representing the predicted 90% internet traffic share by 2024.
Short-form video content dominates the digital landscape, as seen here, representing the predicted 90% internet traffic share by 2024.

9. Communities Drive Marketing

Prediction: Brands will focus on building and nurturing communities.

Community-driven marketing will replace traditional customer acquisition strategies. Engaged communities foster loyalty, advocacy, and organic growth.

Example: Glossier’s approach to involving their community in product development is a blueprint for success.

The Numbers: According to a study highlighted in TINT, 69% of consumers say they feel more connected to brands with active communities making them more likely to purchase from them.

How to Apply This: Create spaces for your audience to connect. Consider forums, social groups, or exclusive events.


10. Authenticity Reigns Supreme

Prediction: In an AI-driven world, authentic storytelling will set brands apart.

Even as technology advances, people crave real, human connections. Brands that prioritise authenticity will thrive in 2025.

Example: Dove’s “Real Beauty” campaign remains iconic for its focus on genuine stories and relatable messaging.

The Numbers:91% of consumers are more likely to support brands that seem authentic

How to Apply This: Avoid overly polished, robotic content. Share stories that reflect your brand’s true values.


2025 promises to be a dynamic year for marketers, full of challenges and opportunities. Whether it’s embracing AI, fostering communities, or perfecting your short-form video game, staying adaptable will be key. Let’s make this the year you crush your marketing resolutions—pickleball backhand optional.

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