At Influential, we keep our clients at the forefront of the ever-changing digital world to ensure they stay ahead of their competitors rather than just keeping up.
Whether you are a startup looking to define your brand identity or an established player= seeking daring marketing strategies, we’re here to help you navigate the latest updates to the digital landscape.
Here are our top 5 exciting digital marketing trends to look out for in 2025 – courtesy of our in-house insights and research team.
AI and its role in brand content creation
Artificial intelligence (AI) seems to be a buzzword that has been thrown around for the past couple of years. At Influential, we recognise its predictive analysing abilities are set to be widely utilised in the new year.
This is because:
- The power to analyse consumer behaviour and predict trends faster and more efficiently than ever before allows us to create detailed and personalised content that resonates with our target audience at each stage of their consumer journey.
- Creating content that is personalised to the identified target audience and engaging at the correct touchpoint with a brand is vital to building stronger connections.
Speak to your audience – literally! The rise of voice search
With the surge of smart speakers and voice activation control, consumers are now searching for their products using conversational tones. Instead of typing ‘best gyms in Manchester’, a voice search may sound more like ‘What is the best gym near me’.
- For SEO purposes it is important to recognise this behaviour shift. Being discoverable by voice search improves your brand positioning and increases visibility on search engines
- Factoring in your website to be more voice search friendly, will better prepare you for the future
AR and VR: The future of immersive marketing
Augmented reality (AR) and Virtual reality (VR) are transformative technologies that are leading the way in terms of experiential marketing. Which is vital to creating memorable experiences and fostering brand loyalty.
Some brilliant examples of how B2B and consumer brands can include these in their strategies are:
- Virtual walkthroughs of new builds are a great way for the construction industry to give their partners and customers an insight into their properties.
- Manufacturers could create virtual showrooms to showcase the equipment they offer without a customer visiting a physical store. Such methods can redefine how your brand connects with their audience, by creating experiences that are immersive and truly unique.
- Consumer brands are also able to create filters and stickers to support a campaign and drive UGC (user generated content). Alongside, stepping into the world of gamification or more long-term ‘try before you buy’ elements of AR.
Micro to Macro: the right influencer strategy for your brand
At the cornerstone of every successful digital storytelling strategy is influencer partnering. In a world that is fuelled by social proofing, it is no surprise that this trend will be a stable in brand activation strategies heading into 2025.
The ability to navigate the correct influencer strategy can not only elevate your brand positioning but creates genuine connections with your audience. In a recent survey, 1 in 4 UK citizens admitted being swayed by an influencer’s recommendation (Statista).
We specifically, have had great success by utilising strategies consisting of micro/macro influencers across platform specific campaigns within the hospitality and leisure industry.
- Micro influencers – By partnering with unique micro influencers, you can tap into a highly engaged and loyal following that should be similar to your target audience. Their ability to create authentic, even sometimes ‘un-polished’ content can pair your brand with a human touch.
- Macro influencers – On the other hand, macro-influencers help us amplify brand awareness on a much larger scale. These partnerships have been particularly effective for launch party campaigns and grand openings, for when the goal is maximum reach and visibility.
The New Black: Short form video content is here to stay
Short form content continues to dominate. Platforms like TikTok, Instagram reels and YouTube shorts need to be embraced to deliver quick, easily digestible brand messaging.
Done correctly, video is the most powerful way to communicate, engage and entertain your audience.
According to a recent study by a technical university in Denmark, the result of the growing popularity of such social media channels that favour short form content has had a negative impact on users’ attention spans. Now algorithm-driven feeds, such as TikTok and Instagram, favour videos with a ‘hook’ that feature short entertaining snippets to accompany this consumer behaviour change.
Keeping content as short as possible can also grasp the attention of those who lead busy lifestyles. Keep in mind, your audience are likely scrolling on work breaks, commuting, or waiting for their coffee! It is vital that content is easily digestible while still capturing your unique voice.
The shareability of short form content is un-parallelled. If you want to boost brand awareness on an enormous scale, short form is your best bet!
Don’t just keep up with the trends – let’s set them
We help brands make a positive difference. We take our approach that is rooted in insights and creativity to help you navigate this ever-changing digital world.
Whether that is developing a cutting-edge marketing strategy, creating engaging content or redefining your brand positioning – we can help be that force for change.
To find out more about our services, check out the rest of our website or email us at marketingteam@thisisinfluential.com for a chat.
