The rise of generative AI
Generative AI has become a key tool in content creation—from advertising campaigns to personalized customer experiences. Companies have used it to generate graphics, text, and videos, but challenges have also emerged around transparency and ethics in its use.
The rise of short video forms
Short video formats (TikTok, Instagram Reels, YouTube Shorts) were the main content carrier in 2024. Brands focused on creativity and speed of delivery to attract the attention of their audiences. Another trend was the integration of interactive elements in videos, such as surveys or direct shopping links.
Value-based marketing
In 2024, consumers expected brands to be authentic and committed to important social and environmental issues. Companies built campaigns around values such as sustainability, inclusiveness, and supporting local communities, which allowed them to establish a deeper connection with their audiences.
Artificial intelligence and hyperpersonalization
In 2025, AI will be a key tool in marketing, enabling the prediction of customer needs and the personalization of content in real time. Generative AI will allow for the creation of even more advanced campaigns, but the pressure for transparency and data security will increase. Consumers will expect companies to use new technologies responsibly.
Video and more video
Video will remain the main medium for marketing content. Short, engaging formats (e.g. TikTok, YouTube Shorts) and interactive AR/VR videos will revolutionize the way brands communicate with their audiences. Most consumers prefer to obtain product information through video, which makes this format a key element of marketing strategies. Live streaming will also become more popular as a tool for authentic interaction with consumers.
Google’s declining importance
A growing group of users, especially from younger generations, are starting to replace Google with platforms like YouTube and TikTok. If these platforms continue to play an increasingly strong role as search engines, SEO specialists who have focused on blogging and website optimization should consider switching to video production. It’s worth paying attention to this trend and adapting your marketing strategies, especially in industries where video content can be just as effective as text.
