2025 Marketing Trends
Marketing in 2025 is all about adaptability. Consumer behaviors, technology, and platforms are shifting faster than ever. If your brand wants to stay relevant, you need to be where your customers are.
While foundational strategies like SEO and email marketing are still important, this year’s biggest trends are personalization, authenticity, and human connection. In short, people want to hear from people, not bots.
At Coterie Media, we’re not just watching trends, we’re making them happen. Here are the top marketing trends in 2025.
The Growing Value of Soft Skills
As automation and AI take over more technical tasks, marketers are rediscovering the power of soft skills. Empathy, communication, adaptability, and creativity are taking center stage in brand strategy and internal team dynamics.
In 2025, brands that resonate most with audiences will use emotional intelligence by creating messaging that feels personal, human, and thoughtful. Leadership teams will also place a higher value on collaborative problem-solving and agile thinking, especially in high-stakes moments like product launches or PR pivots.
AI-Powered Personalization
Like it or not, AI is here to stay. So, your marketing team needs to figure out how to leverage it effectively without straying from your voice and remaining human. That’s where AI-powered personalization comes in. From dynamic product recommendations to personalized email journeys, AI tools are helping marketers understand and anticipate customer needs at scale.
In 2025, AI personalization has gone beyond the basics of inserting someone’s first name in an email. Brands are using predictive analytics, behavior-based triggers, and real-time data to create hyper-relevant experiences across touchpoints. The result? Higher engagement, stronger loyalty, and better ROI.
Short-Form Video and Visual Storytelling
It’s hard to believe, but our attention spans are shrinking even more than they have been, which means marketers need to respond with more bite-sized, scroll-stopping content. Short-form video continues to dominate, especially on platforms like TikTok, Instagram Reels, and YouTube Shorts.
In 2025, the key isn’t just creating quick content—it’s creating quick content that tells a story. Brands use video to humanize their teams, spotlight customers, and showcase products in action. No budget? No problem! Authenticity wins here, with lo-fi, behind-the-scenes clips often outperforming more polished (and expensive) ads.
User-Generated Content
Consumers trust other consumers more than they trust brands. That’s why user-generated content (UGC) remains a powerful force in marketing. In 2025, UGC will be integrated more seamlessly into brand campaigns—whether it’s customer reviews in paid ads, real people modeling products, or video testimonials reposted on a company’s feed. Encourage your followers to share their stories, then amplify their content. Make sure to give them credit for their work!
Extend Your Reach With Influencers
Influencers are experts in creating user-generated content (UGC). Their deep understanding of social media can elevate your UGC significantly when collaborated with, and the best part is, they know their audience better than most.
Celebrity and mega influencers can have millions of followers and can enhance product awareness on a broad scale. Brands pay for their services due to their name recognition that extends beyond their following count.
Although they may have a smaller audience than mega influencers, micro and nano influencers offer a greater relatability factor, allowing you to tap into niche markets and refine your social media strategy for more precise targeting.
Regardless of their size, influencers are capable of generating increased interest in your product and expanding your reach.
Embracing Social Media
Having a social media presence is no longer optional—it’s central to a brand’s identity and strategy. In 2025, it’s not just about being present but being present where your audience wants to engage. That means staying agile as platforms evolve. While staples like Instagram and LinkedIn are still relevant, newer platforms are gaining traction and deserve attention.
Emerging Social Media to Watch
Two names making waves in 2025: BlueSky and Threads. Both are redefining what it means to build digital communities. BlueSky, developed with decentralization in mind, appeals to users seeking transparency and control.
Threads, Meta’s answer to text-based social platforms, is offering brands a new space for real-time conversations and cultural commentary. Marketers who experiment early with these platforms may find fresh opportunities to connect with untapped audiences.
Looking Ahead
Marketing in 2025 is all about intentionality. Your brand needs to be thoughtful about where you show up, how you connect, and what kind of value you’re offering. It’s not just about the tools you use but how you use them. This year’s most successful brands are leaning into personalization, building trust through authenticity, and staying agile in a landscape that never stops shifting.
As we move through the year, one thing is clear: the human element is more critical than ever. Technology may be the enabler, but the connection is still the goal. If your marketing could use some human-centered support, we can help! Contact us to learn more.