The Digital Marketing Trends 2025 report from Brandwatch is a global analysis, drawing insights from over 700 marketers across various industries worldwide. It uses data from millions of online conversations to identify trends set to shape digital marketing on a global scale. Here are the key insights for 2025:
Unexpected Collaborations
Unusual brand partnerships are creating excitement and positive engagement. Examples like Heinz x Absolut works because they blend familiar ideas with surprising twists. These partnerships grab attention, tap into trends, and create stories people want to share, making them memorable.
What we think: Explore partnerships with influencers or unexpected figures who align with your brand values. Create buzz through limited-edition drops and FOMO-driven campaigns, and choose collaborators with a complementary audience to amplify impact.
Bold Creativity at In-Person Events
Immersive and share-worthy in-person experiences are gaining traction. For example, Virgin Media’s “Gigabit City” launch in Birmingham showcased their new gigabit broadband with live demos, VR experiences, and interactive installations, underscoring their commitment to innovation.
What we think: Think beyond the ordinary for your next event. Host exclusive, immersive experiences and team up with local influencers to amplify reach and generate authentic buzz.
Community Engagement
Brands are connecting with local and online communities for deeper engagement. Mentions of run clubs grew 52%, and social clubs rose by 10% from April to September 2024. Innocent Drinks’ “The Big Rewild” campaign partnered with The Orchard Project to grow and protect city orchards, offering community events where locals could plant wildflowers and trees.
What we think: Build genuine connections with your community by investing in meaningful local initiatives and campaigns that reflect your brand values.
Mindful Tech Usage
Consumers are increasingly seeking mindful and offline experiences. Conversations about dumb phones rose by 43% from October 2023 to September 2024. Recently, HMD launched a retro flip phone in collaboration with Barbie, tapping into nostalgia.
What we think: Offer your audience moments of simplicity and mindfulness. From nostalgic content to offline experiences, consider how your brand can provide calm in a fast-paced digital world.
Balancing AI and Authenticity
Marketers use AI but need to maintain a human touch. 71% of marketers agree that AI presents challenges in preserving authenticity. For example, Coca-Cola recently faced backlash for an AI-generated ad that lacked creativity and emotion.
What we think: Use AI to enhance efficiency but never lose sight of your brand’s voice and creative vision. Give AI quality input and remain agile in responding to feedback to maintain trust and authenticity.
Disruption to Search
Consumers are turning to alternative search methods like social media and AI tools. TikTok and Reddit are becoming popular for searches, alongside AI platforms like ChatGPT.
What we think: Prioritise optimising for social media search by leveraging trending keywords, hashtags, and innovative content formats. Stay tuned to where your audience seeks information and adapt your strategy to meet them there.
Peer-to-Peer Recommendations
Peer-to-peer recommendations are a driving force behind brand success. Consumers trust peer recommendations over traditional marketing, especially on platforms like TikTok, where users share affordable alternatives or “dupes” for expensive products. Sharing genuine positive experiences creates greater brand trust. Monzo the digital bank has been encouraging users to share referral links with friends and family.
What we think: Encourage user-generated content that’s easy to share. Create unique, buzzworthy experiences that naturally inspire peer recommendations and amplify your reach.
Final word from the Lodge
Along with these recommendations, we blend strategy, media, digital, and creative to craft impactful advertising tailored to each client. Our content strategy is based on deep audience insights, competitor analysis, and a clear plan: WHAT to say, WHEN to say it, and HOW to say it. We focus on building authentic connections through community engagement and optimising for emerging trends. By embracing bold ideas and fostering peer recommendations, we help clients stand out and stay ahead.
At Hunterlodge we’re ready and excited for 2025. So, if you need an agency who thinks differently and has its fingers on the pulse, then get in touch directly to kim.mclellan@hunterlodge.co.uk
