As 2025 is off and running, our marketing world continues to evolve at lightning speed. But, that’s nothing new. In the marketing and public relations industry, staying ahead of the curve – and your competition – means keeping up with trends that resonate and deliver real value.
If 2024 taught us anything, it’s that audiences crave authenticity. As you read, you’ll see that each trend emphasizes the importance of staying genuine in your marketing efforts.
Here are some of the key marketing trends that we predict will rock the marketing world.
Podcasting and the power of earned media
Brands and businesses of all types are embracing podcasts to share their stories in a relatable and impactful way. Here’s where your podcasting and earned media strategy shines.
Instead of showing people your brand through TV commercials or Instagram feeds, podcasts allow you to speak to your audience directly through genuine conversations and helpful interviews. Meeting your audience where they are – and speaking to them directly through their AirPods – helps to build trust authentically.
Meanwhile, the more traditional types of earned media aren’t going anywhere. In fact, it’s becoming a vital and strategic tactic of brand storytelling and thought leadership. We continue to see an increased value in telling authentic stories through media relations strategies.
Whether it’s a podcast feature or a news story, these moments build trust and credibility. It’s the perfect opportunity to share with your community what you’re all about in an organic way.
The takeaway? People trust people. Pairing a real voice with a company leader or spokesperson helps you easily communicate your expertise or company values.
We saw great success with leveraging podcast bookings and platforms in 2024. We bet that we’ll continue to see these earned media marketing trends grow well into 2025.
Micro-influencing and social commerce
Influencer marketing isn’t anything new, but it’s time to say hello to local micro-influencers. As brands aim to foster authentic (there’s that word again) and niche communities, micro-influencers are taking center stage. They’re more relatable and affordable with an especially loyal and trusting audience. Partnering with micro-influencers for content creation lets brands adopt a more people-centric approach, prioritizing connection over clout.
Additionally, we now have the rise of social commerce. Whether it’s shoppable posts on Instagram or TikTok’s affiliate marketing programs, social platforms have become virtual shopping malls. This levels the playing field for smaller or niche businesses, giving them a direct purchase line to their customers.
Also, a trend to keep an eye on is long-form video content. Don’t panic! Short form videos definitely aren’t going anywhere. However, platforms like YouTube and LinkedIn are proving that audiences are engaging with more in-depth storytelling.
Long videos can help you connect with your audience. This includes behind-the-scenes tours of your company and explainer videos that add value.
We can’t forget about the growing influence of diverse voices on LinkedIn. Company leaders are sharing knowledge as thought leaders, using their platforms to shape brand perception.
Employee-generated content (EGC) and employee advocacy helps to humanize brands while increasing reach and brand awareness. Plus, it can aid in recruitment efforts when your company has open jobs to fill. By encouraging your team to share their perspectives on LinkedIn, brands can build trust and boost engagement, especially in the B2B space.
Jumping on board with AI-powered tools
AI is nothing to fear! Well, maybe a little fear isn’t a bad thing… Either way, we’re seeing even more investment opportunities in AI marketing technologies.
At Resolute, AI is especially valuable for creating audience personas and harnessing data-driven insights. It also helps us determine ad budgets and campaign costs. By analyzing consumer behavior patterns, AI tools help brands tailor their targeting and messaging to resonate more effectively. Not to mention, it helps us predict which platforms will perform the best and give you the highest ROI of your marketing dollars.
Knowing what customers like, how they act, and where they are helps brands create focused campaigns. This way, a highly-targeted campaign can reach the right audience at the right time.
However, over-relying on AI for developing content can hinder your critical thinking. Ensure your SEO work and content strategy includes writing about real-world experience and creativity. AI increases efficiency and workflow, but we need to balance it with thoughtful, human-generated content.
We recommend using AI for predictive and data analysis, but keep the heart of your content human. Write from experience and utilize your brand’s unique voice to keep the magic that makes memorable marketing.
Community-driven marketing
As consumers look for deeper connections with brands, community-driven marketing is key. This approach focuses on building and nurturing loyal communities.
This can include:
- Invitations to exclusive events
- Sharing user-generated content on social media platforms
- Holding focus groups for brand research
- Using brand ambassador or influencer marketing
- Launching referral programs
Community-driven marketing empowers customers to become active participants in your brand’s story. For example, Oats Overnight leverages Facebook groups to connect with their community, sharing recipes, tips and stories. Encouraging customers to engage not only strengthens brand loyalty, but also allows customers to feel like valued contributors.
This marketing tactic isn’t just about selling – it’s about creating experiences that resonate.
This also includes investing in community partnerships. Fostering these deep connections within your community – authentically, of course – helps communicate your brand’s mission and values.
No matter what, we know that simply relying on AI or algorithms can strip the soul from your marketing strategy. People crave stories, emotions and (you guessed it!) authenticity. These are things that only humans can deliver.
In 2025, expect more brands to invest in their communities. They’ll partner with customers and followers to drive sales through authentic recommendations. You never know what changes may come our way. So, be ready to adjust your social media strategy or media relations tactics.
The key is to stay adaptable and keep your finger on the pulse, and you’ll be prepared to make 2025 your brand’s best year yet.
