Marketing Trends for 2025: Bet on Channels and Formats That Deliver Results
As we approach 2025, digital marketing continues to evolve at an accelerated pace, driven by new technologies, changes in consumer behavior, and transformations in the global market. Brands and companies looking to stand out must pay attention to the trends that promise to dominate the coming year. Additionally, knowing which channels and formats to invest in will be essential to maximizing results.
This article explores the key marketing trends for 2025 and the best paths for your brand.
Artificial Intelligence as the Protagonist of Marketing
Artificial intelligence (AI) is already a reality in many sectors, and by 2025, it will be even more integrated into digital marketing.
Tools like ChatGPT, Bard, and other advanced AI models are transforming how brands create content, interact with customers, and optimize campaigns.
Practical Applications:
Content Automation: AI can generate texts, videos, and images at scale, enabling mass personalization.
Customer Service: Conversational AI chatbots will offer real-time support, creating more agile and satisfying experiences.
Data Analysis: AI will help predict behaviors and trends, allowing for more precise and segmented campaigns.
Ideal Formats:
Automated Retargeting Campaigns
Personalized Emails
Chatbots for Social Media Support
Superapps and Digital Ecosystems
Superapps — applications that concentrate multiple services in one place—will continue to gain popularity, especially in emerging markets. Platforms like WeChat, which combine messaging, payments, and e-commerce, are influencing the development of new models in the West.
Why Invest:
Integrated Experience: Consumers prefer convenience and centralization.
Increased Engagement: Superapps offer multiple interactions within a single platform.
How to Explore:
Integrate e-commerce and customer service
Accessible loyalty programs within apps
ser-Generated Content (UGC): The Power of Authenticity
UGC continues to be one of the most authentic forms of marketing. Consumers trust other consumers more than brands, and this trend intensifies as Gen Z and millennials become the primary target audiences.
Examples of UGC:
Customer testimonials on social media
Spontaneous content creations on platforms like TikTok and Instagram
Video reviews or Pinterest posts
Ideal Channels and Formats:
Reels and TikToks: Short videos with customer testimonials
Instagram Stories: Sharing followers’ posts
Microvideos and Short Narratives
The consumption of microvideos (content up to 60 seconds long) continues to grow. Reports indicate that TikTok, Instagram Reels, and YouTube Shorts are the main channels for reaching younger audiences.
Benefits of Microvideos:
High Engagement: Short videos quickly capture attention.
Expanded Reach: Platforms prioritize this format in algorithms.
Cost-Efficiency: They are easier to produce.
Strategies to Apply:
Use short videos to present products or services.
Experiment with viral challenges or collaborations with influencers.
Sustainability in Marketing
Consumers are increasingly conscious and demanding about companies’ practices. According to Nielsen, 73% of consumers prefer brands that adopt sustainable practices. Incorporating messages about environmental responsibility will be a differentiator.
Examples of Sustainable Actions:
Using eco-friendly packaging
Producing content that reinforces sustainability initiatives
Reducing digital emissions through more efficient servers
Ideal Channels:
LinkedIn: To share sustainability practices and reports.
Pinterest: Sharing eco-friendly product ideas.
Social Commerce and Shopping Experiences on Social Networks
E-commerce is increasingly integrated into social networks, creating the concept of social commerce. Platforms like Instagram Shopping and TikTok Shopping facilitate the shopping journey, allowing consumers to buy directly while browsing.
Strategies to Leverage Social Commerce:
Create virtual showcases with highlighted products.
Invest in live streams for product demonstrations.
Best Channels and Formats for 2025
With so many emerging trends, choosing the right channels and formats is crucial. Here are the most promising bets for 2025:
Channels:
TikTok and Instagram: For engagement with short and creative videos.
Pinterest: For visual strategies and generating organic traffic.
LinkedIn: For B2B marketing and corporate practices.
WhatsApp: For personalized interaction with the audience.
Formats:
Short Videos: Quick and high-impact engagement.
Instagram Carousels: For informative content.
Stories: For immediate and light interaction.
Interactive Emails: A more engaging content experience.
Prepare for 2025 with Strategy and Creativity
Marketing in 2025 will be dynamic, consumer-centric, and full of possibilities for brands that want to stand out. Betting on innovation, following trends, and understanding audience needs are the pillars for success.
At Mark Publicidade, we are ready to help your brand explore these trends and create strategies that deliver real results. Want to start 2025 off on the right foot? Contact us, and let’s transform your communication together!
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Giovanna Marques
Graduated in Literature. She has experience in translation, text editing, and content creation. Currently, she is a copywriter at Mark Publicidade and strives for clear and didactic communication in her texts. She values versatility and creativity.