2024 has been an important year so far, with the interconnectedness of our world and the need for collaboration and innovation at the forefront. As 2024 comes to an end, we’ll be looking back on the trends that have shaped the marketing industry and reflecting on what is to come in 2025.

_{The top trends we spotted in 2024:}

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The rise of AI

It would be impossible to look back on the year without mentioning AI, which has rapidly transformed industries worldwide. Marketing is no exception, with 69.1% of marketers already adopting it in their workflows. Marketers are using AI for tasks like social media management, data analysis, and targeting. This has led to increased content production, improved SEO results, and higher ROI.

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Focus on creativity  

With technology handling the mundane tasks, it has become more important than ever for brands to focus on creativity in marketing. Brands that can capture their audience's attention with engaging content stand out, as consumers are increasingly aware of what is created by humans compared to AI. We're witnessing a trend towards authentic, purpose-driven marketing that resonates with consumers on a personal level.

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From personalisation to hyper-personalisation

Hyper-personalisation has transformed the marketing landscape. By tailoring messages to individual preferences and behaviours, businesses create highly targeted campaigns that resonate with customers on a deeper level. As well as technological advancements, this shift has been driven by consumers' increasing expectations for personalised experiences.

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LinkedIn newsletters

In March 2022, LinkedIn launched their newsletter tool, allowing companies to publish long-form content that users can subscribe to. This year has seen more and more organisations reaping the unique benefits offered by this tool, including increased engagement and audience reach. As well as being posted on the newsfeed, newsletters are sent directly to subscribers’ inboxes, preventing content from being lost in the algorithm. Moreover, having a consistent reminder of your brand’s presence keeps you at the top of clients’ minds, whilst building trust and authority.  

Short form videos

Video content has become a dominant force in marketing, with short-form videos like TikTok and Instagram Reels leading the way in both B2C and B2B marketing. These platforms offer high engagement rates and are increasingly used by businesses to reach younger audiences. While TikTok was initially seen as a Gen Z platform, its growing user base and ad platform capabilities are attracting more brands.

A look forward to 2025…

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LinkedIn users will embrace short-form video

Short-form videos have been steadily growing in popularity on LinkedIn, and by 2025, we predict more brands will harness this trend by using LinkedIn Stories and LinkedIn Live to deliver impactful content. More and more companies will be sharing snippets of their culture and hosting live discussions, allowing real-time interaction with followers.

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The rise of voice search

As voice-activated devices become more prevalent, marketers will have to adapt their strategies to optimise for voice search. Traditional SEO techniques will need to evolve to incorporate long-tail keywords, conversational language, and featured snippets.

Clearly, this is an exciting time for the marketing industry, with shifts fueled by technological innovation and evolving consumer expectations and we can’t wait to see what 2025 has in store for us! Get in touch with the brandformula team for more expert insights to help your business thrive in 2025: info@brandformula.co.uk