As 2024 slowly comes to a close, it's time to look ahead to what 2025 has in store for us. The past year has already brought about some major shifts in the marketing world, but as always, marketing remains in constant flux. So, what should you definitely look out for in the coming year?
Social commerce: shopping in a scroll
The line between social media and e-commerce is becoming increasingly blurred. Through platforms such as Instagram, Facebook, Pinterest and TikTok, users now have the ability to purchase products directly through their feed.
User-Generated Content (UGC): The power of authentic content
We all know it: consumers increasingly trust the opinions of others rather than those of brands themselves. That's why User-Generated Content (UGC) will only become more important in 2025. Think of customer reviews, photos and videos from real users, these are often so much more powerful than what brands can tell themselves. Consumers see UGC as authentic and trustworthy because it comes from people who have no direct interest in promoting a brand. Although paid UGC creators are increasingly used today, the content remains personal and less commercial in nature.
The rise of the 'Zero-Party Data' strategy
Stricter privacy regulations and a cookie-free future mean that companies need to think about new ways to collect data. The solution? Zero-party data. This is data that your customers themselves voluntarily share with you, such as preferences, interests and buying habits. In 2025, companies will rely more on interactive tools such as polls, quizzes and personalized recommendations to collect this data.
The rise of nano- and micro-influencer partnerships
You might quickly think of influencers as millions of followers, but more and more brands are discovering the power of nano- and micro-influencers. These smaller influencers often achieve much higher engagement rates than their larger counterparts. This is because nano- and micro-influencers usually have a smaller but highly engaged and loyal following. Brands leverage the strong connection these influencers have with their followers to credibly convey their message.
SEO is no longer the same
SEO is still alive and kicking in 2025. But it's not the same as it used to be. In recent years, Google has made numerous changes that affect SEO, and in all likelihood those changes will never stop. Google's Search Generative Experience (SGE) is changing the way we see search results. Instead of just a list of links, Google now shows AI-generated answers at the top, which are more direct and visually appealing. This makes people find the answer they're looking for faster. Want to be ready for this change? Then make sure your content easily answers the search question, use bullet points and add visual elements to clarify the answer.
Companies need TikTok
TikTok is becoming the platform that companies can no longer ignore. The algorithm is designed so that you can get a lot of views even if you have few followers. Butchery Michielsen in Antwerp is the perfect example. With their creative and funny videos, they reach thousands of people, putting their business on the map not only locally but far beyond.
The new standard for SEA
The world of SEA is moving forward significantly in 2025 thanks to new technologies and changing consumer behavior.
Smarter AI makes campaigns more effective by adapting to what users want.
Performance Max campaigns will become a fixture thanks to their integrated approach to better performance.
Privacy remains a priority, so companies must focus on proprietary data and new ways of targeting.
With the help of generative AI, advertisers can quickly test new ideas and optimize campaigns, but personalized and creative content remains the differentiator.
Still have questions or want to know more about how to align your marketing strategy with these trends? Feel free to contact us and we'll look at the possibilities together.