8 marketing trends for 2025: Every leader’s guide

TL;DR: Marketing trends in 2025 are all about adapting to rapid changes in tech and consumer behavior. Paid media continues to be crucial for brand discovery, reaching millions globally with precise targeting. Social media and search engines each have their role, but balancing both can maximize your reach. The quality of your product remains a top driver for organic brand advocacy, emphasizing the need for excellence. Generational segmentation is a useful starting point to steer branding in the right direction, but deeper consumer research will reveal more valuable opportunities.

Let’s face it, things are always in flux. There's already plenty for marketers to unpack this year thanks to new tech and changing customer habits, and we’ve started to see a big push for sales, content, and marketing teams to work closer together to make sure every campaign hits the mark. 

Here are eight marketing trends to help you navigate 2025 smoothly:

1. Paid media: 83% of consumers discover new brands via online ads
2. Customer advocacy: 51% of consumers promote their favorite brands online thanks to high-quality products 
3. Content marketing: Gen Z are 17% more likely than the average person to watch long-form videos 
4. SEO: 52% of consumers still turn to search engines for brand research 
5. AI and personalization: 26% of Gen Z value brands offering customized/personalized products
6. Social commerce: 29% of consumers find out about new brands/products via social media ads
7. Sustainability: 57% of consumers are willing to pay more for eco-friendly products
8. Brand loyalty: 46% of consumers say they’re loyal to brands they like

Oh, and just to let you know, all the stats in this blog have been pulled from our new AI tool, GWI Spark. Ask any question about consumer behavior, and it’ll swiftly send you back a host of stats, based on real survey data from real people. Cool, right? Now let’s dive into those marketing trends.

Paid media: 83% of consumers discover new brands via online ads

Think of paid media as the marketing equivalent of a double espresso. It gives you that immediate jolt - more eyes on your brand, more clicks to your site, more leads in your pipeline. A whopping 781 million internet users globally find new brands through paid ads - proof that a well-placed ad still packs a punch - so no wonder it’s one of 2025’s top marketing trends. 

Sure, throwing cash at ads isn’t exactly groundbreaking advice, but let’s face it, some lessons bear repeating: 

Paid media isn’t just about casting a wide net - it’s about targeting with precision. 

The value of paid media lies in the ability to pinpoint your audience, deliver the right message, and track exactly how much bang you’re getting for your buck. Every marketer wants to prove ROI, and arguably, this is the easiest channel to do it with. Money out = money in.

Focus on crafting ads that feel organic. Nobody likes being shouted at by a banner ad that’s all caps and zero charm. Instead, tell a story. Spark curiosity. Make them smile, nod, or think, “Wait, this is exactly what I need”, and you’ll benefit from the paid media buzz.

Customer advocacy: 51% of consumers promote their favorite brands online thanks to high-quality products 

Every brand wants advocates, and word-of-mouth is the hottest social currency out there. As a growing marketing trend, product quality has a big role to play. Amid a torrent of distrust and self-serving influencing, getting authentic, enthusiastic recommendations is gold dust. Especially if you have a kickass product worth shouting about.

High-quality products don't just fulfil a need; they create a lasting impression that turns customers into advocates. 

So how can you ensure you’re doing just that? The answer’s simple: pay attention to what consumers need, and offer smart, relevant solutions to their problems.

Take Hair Syrup, for example. The UK-based company sells a range of pre-wash hair oil treatments, and recently made waves on TikTok for helping a girl who’d uploaded a video of herself crying because her extensions had pulled out her hair. The brand came to her rescue, stitching it and offering to send her bottles of their best stuff - which, according to rave reviews on TikTok, really does work. 

Airbnb did something similar when Alix Earle and her 11 friends found themselves stranded without any accommodation in Italy. The villa she’d originally booked didn’t exist, but Airbnb found them a luxury pad within hours.

It’s one of those marketing trends any brand can get behind, but reactivity is key. Use consumer insights to stay glued to your audience’s needs and deliver on them before competitors can. By keeping a close eye on your wider marketing channels and organic conversations happening around your products, you’ll spot opportunities to amplify brand trust and sentiment. It’s so easy for your consumers to spread the love - you just need to give them a reason to.

Content marketing: Gen Z are 17% more likely than the average person to watch long-form videos 

As 2025 marketing trends go, video content is still king. We all know short-form video is a great way to snatch attention - 37% of consumers say they’ve watched YouTube Shorts in the last month, and 35% say they’ve watched Instagram Reels. But how is long-form video content holding up in 2025?

Pretty well, as it turns out. By long-form, we mean videos that are over 10 minutes long. Despite wider narratives in the media around younger generations having shrinking attention spans, Gen Z are actually the most likely of all generations to watch long-form videos, while baby boomers are 84% less likely than millennials to watch them.

To hook viewers in, pair quality video production with an authentic voice they can relate to.

Livestreaming also remains an effective long-form video content strategy, giving brands an opportunity to connect with audiences in real-time, answer questions, and build that all-important sense of community.

Regardless of video length, brands should offer bite-sized, digestible content that delivers value and answers key questions. Think educational videos, product demos, and behind-the-scenes clips.

SEO: 52% of consumers still turn to search engines for brand research 

While we’re on the topic of content - don’t believe any hype around SEO being dead. The latest marketing trends prove search engines continue to be the go-to choice for more information about brands, products, or services. 

That said, social networks are becoming more influential, with 42% now using them for detailed brand research. Basically, people are happy using both. 

Consumers expect seamless access to information, whether scrolling through a social feed or conducting a Bing or Google search. 

That’s why brands need to maintain a robust presence on each search channel. Segment your target market to figure out where they like to do what, then roll out a content marketing strategy that not only entices them, but delights them too. 

It’s all about meeting your audience at their hangout spots - and that includes AI chatbots like ChatGPT. In the same way Google is every SEO marketer’s blind spot (i.e. Bing and other search engines should welcome equal attention), ChatGPT runs the risk of being another. 

Instead of worrying about session drops, focus on the opportunity to rank within LLMs (large language models). This has been dubbed GEO (generative engine optimization). Studies have already shown reviews, keyword optimization, and getting featured on third-party listicles are great ways to get some skin in the game. And AI marketing trends aren’t going anywhere.

AI and personalization: 26% of Gen Z value brands offering customized/personalized products

Personalization is a growing marketing trend, and something consumers are starting to expect from brands when they’re online. While generational marketing is often criticized for being overly simplistic, it’s a pretty good starting point to figure out what different audiences want from your brand, and how you can better tailor marketing campaigns and products to suit their preferences. 

Baby boomers, for example, seek authenticity and reliability, valuing long-standing reputations for quality and trustworthiness. But Gen Z consumers are after something else entirely:

Gen Z value innovation and trendiness, favoring brands that keep up with cultural trends and demonstrate social responsibility. 

With that in mind, brands who focus on highlighting their history and commitment to quality through testimonials and case studies have a better chance of resonating with older consumers. Those looking to target Gen Z customers should offer more customized products and memorable experiences, leveraging social media to share trendy content and using AI tools to adapt to their personal preferences.

Obviously this is a top-line example, but it shows how important it is to segment audience data to explore what truly motivates them, and what they expect from your brand. By tailoring your strategy to these generational nuances, you can connect more deeply with each audience segment, driving stronger engagement and loyalty across the board.

Social commerce: 29% of consumers find out about new brands/products via social media ads

To put that into perspective, that’s around 271 million people around the world. It’s easy to see why this marketing trend has taken off - social media is quickly transforming into a major retail hub, with platforms like Instagram, TikTok, and Facebook becoming go-tos for shoppers. Integrated shopping features are increasingly part of our social feeds, blending browsing and buying into one seamless experience. 

Brands can reach potential customers where they already spend their time, making it easier to turn casual scrolling into sales. 

It’s a marketing trend every online retailer can get behind. By embracing more interactive features, like shoppable posts and in-app checkouts, brands can enhance user shopping journeys and create frictionless paths from discovery to checkout. 

Influencer partnerships also play a significant role, as trusted voices can effectively promote products within their content, driving higher engagement and conversions. For brands, the challenge lies in creating authentic and engaging content that resonates with social media users. 

But think twice before throwing cash at celebrities - just 11% of consumers find new brands and products through these endorsements, which just don’t seem to hold the same power that they once did - one of the marketing trends we’ve seen in decline in recent years. Instead, partner with influencers whose content aligns with your brand values. That’s how you deliver more authentic messaging that resonates with their followers - and yours.

Visual appeal, timely engagement, and understanding platform-specific trends are also key. As social commerce continues to grow, those who can adapt their strategies to fit the evolving landscape will find themselves ahead of the curve. 

Sustainability: 57% of consumers are willing to pay more for eco-friendly products

The fact sustainability made our list of major marketing trends proves it’s no longer just a buzzword - it’s a significant driver in consumer behavior. With more consumers becoming eco-conscious, they’re actively seeking out brands that prioritize ethical and sustainable practices. And that means going beyond surface-level statements.

Brands should be transparent about their sustainability efforts, and ensure messaging aligns with consumer values.

It’s not enough to claim your packaging is eco-friendly or that your supply chain is ethical. Consumers want transparency - what your brand is doing to reduce its carbon footprint, how your materials are sourced, and so on.

As in every scenario, storytelling is an effective way to take advantage of this marketing trend. Share the journey of your products from start to finish, highlighting every sustainable choice made along the way. 

From your website, to packaging, to customer service, use your marketing channels to communicate sustainable efforts and celebrate milestones - like achieving carbon-neutral status or switching to renewable energy sources.

Building a narrative around your sustainable efforts can create stronger emotional connections with eco-conscious consumers, ultimately driving loyalty and advocacy. The key is to be consistent, authentic, and proactive in communicating your efforts.

Brand loyalty: 46% of consumers say they’re loyal to brands they like

New products and services are popping up all the time, which makes fostering loyalty and driving repeat sales harder than ever in an increasingly competitive landscape. With just under half of consumers saying they’re loyal, brands need to do more to win them back. 

Creating an engaged community around your brand is a powerful way to foster loyalty and advocacy. In fact, our data shows 15% of consumers buy products and services to access the communities around them. This could be in the form of online forums, exclusive events, ambassador programs, and even user-generated content campaigns. The key is to provide value beyond just selling products.

The fact is, people want to feel part of something bigger than a transactional relationship.

Outdoor clothing brand Patagonia is a great example of this marketing trend in action. Well-known for its environmental activism, it’s built a community of like-minded consumers who are passionate about sustainability. This shared purpose strengthens the bond between the brand and its customers, turning them into lifelong advocates.

Brands should also prioritize active engagement. It’s not enough to simply create a space for your community - you need to participate in it. Respond to comments, ask for feedback, and recognize loyal customers. This personal interaction can make community members feel valued and heard.

You could also consider offering exclusive content or perks to your most engaged community members. Early access to new products, behind-the-scenes content, special discounts… the list goes on. And these small gestures can go a long way in reinforcing the sense of belonging and exclusivity within your community. What a great way to turn customers into brand ambassadors.

Key takeaways

• Paid media remains a vital tool for brand discovery, with a significant portion of consumers finding new brands through online ads.
• Customer advocacy happens naturally if you focus on creating high-quality products people want to tell others about
• Video marketing is still king - younger consumers also watch long-form, so try livestreaming to connect with them in real-time.
• SEO is far from dead, with search engines still a key touchpoint for brand research, though social search is on the rise.
• Personalization helps boost sales and engagement, so use AI and consumer insights to tailor your offerings to their preferences.
• Social commerce is booming, so make use of social media platforms to reach consumers where they’re already spending time.
• Sustainability efforts are worth communicating, as over half of consumers are willing to pay more for eco-friendly products.
• Brand loyalty is tough to win, but creating an engaged community will help you drive value and strengthen customer relationships.