2025 Trend Forecast: As predicted by our Brand Team
The world of digital marketing is ever-changing and full of surprises. Given all of the changes and innovations we saw in 2024, our team can't help but be eager to see what 2025 has in store. As we created, strategized, and connected audiences to brands this past year, hints and clues made it more apparent to us what trends would gain traction in 2025. Our Brand Team gathered our top 6 trends we see popping off in digital media this year.
Livestream Shopping
Melissa, Senior Account Executive
This year, expect to see entertainment and commerce collide with livestream shopping. The emerging trend began in Asia and generated billions (yes, with a B) of dollars for e-commerce brands. It is gaining popularity due to its ability to offer immersive, interactive shopping experiences that blend entertainment with convenience, particularly appealing to younger demographics like Gen Z and Millennials.
The tactic involves selling products through social media platforms' “Live” functions while showcasing products or transformations to keep consumers engaged and open their wallets. Live shopping can be an imperative growth strategy for e-commerce brands because it fosters direct engagement with audiences, builds trust through authentic, unscripted interactions, and can significantly boost sales by creating a sense of urgency and exclusivity during these live events.
The Rise of Employee-Generated Content
Iman, Account Manager
Digital Marketing is indeed an ever-evolving industry, but it's also true that consumers may feel inundated with brand content overload. As brands seek to put authenticity and organic content at the forefront, 2025 is the year to leverage the power of Employee advocacy or employee-generated content. This could mean employees reposting your content to their channels or starring in and creating content for the brand channels, which helps to build on your existing online presence, show a more human side of your brand or organization, and much more. LinkedIn has been a mainstay for this, but we're seeing this spill over into Instagram and TikTok.
Leaning into your employees' personalities and skills while avoiding heavily scripted videos will make this content more compelling for consumers to engage with, which could make or break their decision to choose your brand. If your employees feel compelled enough to advocate for your brand, customers will do the same. Leverage the power of your employees to reach business goals and craft a more authentic brand presence online in 2025.
Real Eyes Realize Real Content
Olivia, Account Director
Natural, unpolished, realistic video content is in for brands—and it will continue to skyrocket into 2025. Look to content creators (and even customers themselves!) to provide this style of video. It adds an extra level of authenticity and gone are the days of hyper-produced social media and scripted product/brand talk points to get your message or product across.
Authenticity is key to sharing engaging content and building trust and community with your audience, too! So, when sourcing content for social or building a robust influencer program, getting this type of content into your rotation will pay off in multiple ways.
Brand Experiences in the Comfort of Homes
Tara, Account Associate
It's been five years since the lockdown in 2020, and the rise of elaborate brand experiences at home is coming. At-home-based brand experiences can replicate the "warmth" of hospitality from the service industry, offering comfort and connection in familiar settings. Brands can harness this for at-home experiences by tailoring meal kits, virtual cooking classes, or curated dining sets based on consumer preferences.
This is also a nod to the recent shift in Gen Z's eating habits, which have interrupted the typical mealtime schedule of three meals daily. All-day menus, specific menus catering to different dayparts, or elaborate takeout experiences can fill the demand for this new wave of flexible snacking times.
The Rise of Social Clubs
Gabby, Account Executive
Social clubs and IRL hangouts are rising and set to continue in 2025. As people crave more authentic, in-person connections after years of digital saturation, these real-world events offer a refreshing way to engage. Brands are jumping in by partnering with content creators to host/sponsor in-person events like run clubs, board game nights, and creative workshops. These gatherings offer an authentic way for brands to build trust and loyalty through real-world connections.
Expect content creators to lead the way by organizing meetups that feel like extensions of their digital communities. Brands that sponsor or create these events aren't just promoting products—they create memorable experiences that resonate deeply with their audience. To connect with your community on a deeper level, consider partnering with creators to host IRL hangouts or sponsor niche meetups. Whether it's a run club, a board game night, or a crafting workshop, these experiences help build lasting relationships that digital ads can't replicate.
Niche Networks in the Digital Space
Ayoko Djisseglo, Account Manager
Community was on the rise last year, and we don't see it's speed slowing down in 2025. In fact, we can think smaller to see the more significant evolving trend: micro-communities. As people seek more meaningful interactions and tailored experiences, platforms and apps are pivoting to prioritize smaller, tightly-knit groups built around shared interests and lifestyles. These focused communities foster genuine connection, deeper discussions, and a sense of belonging—on a more niche scale from a broader space. This means quality over quantity content, tapping into consumers' quirks on social, brands showing up in these niche spaces to show support, and more. These micro-communities can be just the antidote in a digital era of information overload and algorithm fatigue.
