A new year is on the horizon and we’re starting to see some marketing trends emerging, set to make waves in 2025 and beyond. To help you get prepared for the coming year, we’ve compiled a list of our top marketing predictions for 2025.
1. Social-Search Focus on All Platforms
Although social media as a search engine isn’t an entirely new concept, we expect other social channels to follow the likes of TikTok to focus more heavily on developing search-friendly functionality. In 2024, we saw more frequent conversations around TikTok’s dedication to search, with a recent Adobe study (2024) actually finding that 1 in 10 Gen Zers preferred the video-sharing platform to Google for search results.
Not one to be left behind, we predict that Meta may focus their attention on search functionality, alongside its growing interest in AI for both ads and organic content. This means that social media content visibility will need to push beyond hashtags, and instead will need to focus on how to get the posts to rise to the top of feeds.
It’s not just international SEO, local SEO is also taking a turn with TikTok and Instagram offering searchable map features that help users find businesses and popular locations nearby. This type of functionality makes sense for those who prioritise local SEO, providing small businesses with some big opportunities to get their business seen without the need to heavily invest in Google Ads.
2. Google’s Algorithm Secrets - Forbidden Fruit
Remember the old days of SEO? Where it was easier to rank through blackhat SEO techniques. Granted, it was easier but it also meant there was so much rubbish that was ranking on the internet. Well, there’s a possibility that this will make a comeback.
We could gain more insights into ranking factors and user behaviour because of Google potentially being forced to share data as part of antitrust rulings. This sounds like a goldmine of never ending info that would help us to rank easier and quicker. Well, be careful what you wish for as this would also bring more competition and more low quality content. Google’s competitors would also be able to use Google’s algorithm secrets and data to replicate and build a lot quicker. For SEOs, we would be forced to develop more strategies to remain competitive and relevant across all platforms.
We won’t know for a while what this may look like but this is definitely something to keep an eye on. If Google are forced to share more findings, this would mean going back to the drawing board for a lot of SEO strategies in order to produce high quality content that ranks.
3. Brands Tapping Into Online Culture
2024 brought in a “chronically online” culture, with Gen Z and Gen Alpha leading the way. It’s in the way they speak, the way they post online, and even in their expectations of the brands they support. It’s a very specific form of humour, made from niche TikTok references, viral trends, generative AI and “brainrot” content, and it’s not going anywhere.
If brands want to reach Gen Z and Gen Alpha consumers, they need to speak their language. 2024 saw the start of this but 2025 could be the year of brands really tapping into this “chronically online” culture and language. We might be seeing more brands jumping on absurd trends, leaning more into “unhinged” humour and working with creators who are already known for their chaotic content.
4. Community-First Social Media and Reporting
In 2025, the brands that will soar on social media will be those that prioritise building their communities. We’ve already seen brands that focus more on sentiment analysis and interactions with their followers have much better success than those that focus purely on how social media drives direct ROI. We’ve seen a number of more corporate brands ditching the product pitches in favour of taking on TikTok trends, and pushing forward personality over profits.
Gone are the days where social media is an add-on to your marketing strategy. Prioritising a social-first approach and prioritising metrics like engagement rate over leads and purchases, will undoubtedly put businesses ahead of the competition.
The relationship between brands and customers won’t end at the point of purchase, either. Brands will need to provide value continuously on social media, whether through educational content, exclusive events or loyalty programs. By listening to and rewarding their communities, brands will see customers turn into brand advocates, and in turn see their social media presence become a vital puzzle piece to long term visibility and credibility. This means businesses have to rethink the way they report on social media efforts, with a heavier focus on moving the needle long-term vs instant gratification.
5. E-E–A-T it up - Thirst for Original Content
In a world where AI becomes more dominant and saturated with tools, it’s ironic that Google wants to see more originality. 2025 will see a focus on brands and businesses focusing on original content though based on customer reviews, insights and industry research.
At Victress, we’re firm believers that user-generated content can be absolute dynamite when it comes to content ideas and strategy. This could be a powerful tool in 2025, it’s always been crucial to identify content gaps but now more than ever, utilising existing data and tools will really serve you well.
Creating authentic content that champions expertise will make human centric content stand out. AI can continue to be used as a tool but increasing your E-E-A-T (Experience, Expertise, Authority, Trustworthiness) will be incredibly important going forward to improve on Google’s OriginalContentScore. It’s not a ranking factor but it’s crucial in standing in a diluted landscape.
6. Even More Shoppable Content
The line between social media and e-commerce has been blurring in 2024, with platforms like Instagram, Pinterest and Facebook starting to interpret in-app shopping options. TikTok Shop has undoubtedly pioneered this trend, in fact, it’s been reported that 61% of TikTok users have made a purchase either directly on TikTok, or online after seeing an ad on TikTok.
There are now over 200,000 active businesses on TikTok Shop in the UK alone – a number which is up 100% compared to 2023 – and this growth shows no sign of slowing down. 2025 could see even more shoppable content on social media, with more platforms following suit and incorporating more seamless ways to shop in-app. There may be some pressure put on brands to keep up with this trend and make their products available on the likes of TikTok Shop as consumer expectations shift.
Talk to Victress About Your 2025 Marketing Strategy
2025 is shaping up to be an exciting year for the marketing industry, with plenty of opportunities for growth for businesses of all shapes and sizes. If you’re looking to give your marketing strategy a freshen up this year, get in touch today to book a free consultation with the Victress team.
