Marketing in 2025 is evolving toward a more authentic and pragmatic future. From warmer color palettes that create deeper emotional connections to smarter AI-driven strategies based on real-time customer data to more genuine ways of connecting with audiences through immersive experiences and natural search—the landscape is transforming into something more human. Here are the key trends shaping how brands create meaningful connections with their audiences in the coming year.
1. the great seasonal shift: from summer brights to fall sophistication
Goodbye brat summer green, hello, very demure, very mindful color palettes. Pantone's Color of the Year 2025 Mocha Mousse leads a shift from bright, summery tones to richer, more sophisticated hues. This evolution from their 2024 color, Peach Fuzz, isn't happening in isolation - both Elle Décor and Benjamin Moore are embracing similar autumnal palettes in their 2025 predictions. Incorporating these warmer, sophisticated tones into social media, content, and brand aesthetics demonstrates cultural awareness and creates deeper audience connections that go beyond mere trend-following.
2. short-form content: still the ruling champion
Last summer, a simple cucumber salad tutorial created nationwide produce shortages, proving that short-form video content isn't just trending—it is what’s capturing audience's (shrinking) attention. As you plan your 2025 content strategy, remember that videos under 60 seconds continue to dominate engagement across all platforms.
But here's where you can be strategic: while creating quality long-form content is still crucial, you can maximize your ROI by thoughtfully repurposing this content into snackable, shareable, and instantly engaging short-form designed for people in constant scroll mode. Take your cornerstone content and transform it into:
- Multiple under-60-second videos for different platforms
- Quote cards and infographics for social media
- Platform-specific snippets and highlights
This approach not only stretches your content budget but also ensures your messaging stays consistent while meeting the demand for quick, digestible content.
3. experiential marketing: the return to real-world connection
Cynthia Erivo and Ariana Grande as Elphaba and Glinda in Universal's "Wicked." Giles Keyte/Universal Pictures
Post-COVID, a lot of us were terrified of seeing people again after having been isolated for so long. But now? People crave time spent with others, belting the lyrics to Taylor Swift or Wicked in previously silent theaters. And marketers are realizing they can better connect with customers through giving them in-person experiences.
In fact, three out of four (74%) Fortune 1000 marketers plan to boost their experiential marketing budgets in 2025. This isn't just a trend—it's a response to growing digital fatigue and consumers' cravings for authentic brand connections.
According to Ad Age, prioritize quality over quantity—think beyond traditional events to create direct, memorable interactions that foster lasting loyalty. While massive activations once dominated, today's consumers are seeking more intimate, curated experiences that blend artistry with commerce—think exclusive restaurant gatherings, pop-up retail experiences, and personalized brand moments.
In addition, brands are expanding the reach of campaigns by turning your customers into content creators who naturally generate authentic stories. Prioritize hybrid experiences that merge physical and digital elements. Industry experts predict that augmented reality (AR) and virtual reality (VR) will transform traditional activations into multi-sensory experiences. Enhance your physical events with live streaming capabilities, QR codes for exclusive content, gamified interactions, interactive kiosks, and RFID tracking to measure impact.
4. AI-powered marketing: making smarter decisions in real-time
Gen Z is being accused of having zero style. But this could be due to AI. As they lean into AI-generated shopping assistants, many are being served up the same looks instead of relying on their individualized style. But fashion isn’t the only sector being impacted by AI insights. Real-time optimization is becoming the cornerstone of marketing strategy in 2025. According to WSI World, you'll need to embrace AI not just for basic automation, but as a strategic team member that continuously analyzes your data streams to refine campaigns on the fly. This shift goes beyond simple reporting of past performance—it's about predicting future trends and making proactive adjustments to your strategies before you fall behind.
From 'I think this might work' to 'the AI knows it will,’ as marketing software platforms integrate more sophisticated AI capabilities, you'll be able to anticipate market shifts and consumer behaviors with unprecedented accuracy. This means you can adjust your targeting, messaging, and campaign elements in real time based on AI-driven insights, maximizing your ROI while staying ahead of market trends. For example, suppose your AI system detects that your audience engages more with certain content types during specific times of day. In that case, this new tech will be able to automatically adjust your ad scheduling and content delivery to maximize impact—turning data into immediate action.
5. the triple threat of search evolution
Whether waiting in line or at a coffee shop, did you notice a sudden jump in people voice-to-texting even the most basic message? As technology evolves, we no longer rely on our thumbs to get our thoughts out quickly. And this means the days of focusing solely on traditional SEO are over. According to Forbes, there is a fundamental shift in how people find information online. In 2025, search success depends on mastering three distinct but interconnected areas:
- AI Search: The traditional SEO playbook is being completely rewritten as both Google and Bing embed AI-generated responses directly into search results. Content must now rank not only in conventional search results but also in AI-generated responses. This isn't just about keywords anymore—it's about understanding and influencing how AI systems interpret and present information. As search behavior evolves, brands need to create content that AI can effectively parse and present in conversational formats.
- Voice Search: The numbers tell a compelling story: 90% of people find voice search easier and faster than traditional search, with 77% of young adults (18-34) already using voice search on their smartphones. By 2025, 75% of U.S. households are expected to own a smart speaker. Success in this space requires optimizing content for conversational queries, focusing on natural language and question-based searches that mirror how people actually speak.
- Visual Search: From 'point and click' to 'point and buy, visual discovery is transforming how consumers find and interact with products. Major retailers like Sephora are leading this revolution by enabling customers to upload images to find matching products while the AR market grows by over 20% annually. This growth is fueled by widespread social media innovation through platforms like Snapchat, Meta's Spark AR, and TikTok's Lens Studio. According to projections by eMarketer, by 2028, mobile AR users will reach 99.2 million in the US, representing 86% of all AR users. The impact is particularly notable in retail, where AR usage has jumped from 26% to 40% in just five years, with an additional 38.2% of consumers eager to embrace AR/VR shopping experiences.
what this means for marketing in 2025
The marketing landscape of 2025 isn't just evolving—it's transforming. While digital fatigue sets in, AI will be serving up more and more of the same and people will crave the exact opposite from the brands they love: authentic human connections. From the shift to warmer, more sophisticated brand aesthetics to the rise of AI-powered decision-making and search, these trends signal a deeper change in how brands connect with their audiences. The key to success lies not in chasing every trend, but in thoughtfully selecting and implementing the ones that align with your brand's goals and audience needs. Whether crafting intimate brand experiences (like 2024’s Standout Holiday Campaigns), leveraging AI for real-time optimization, or adapting to new search behaviors, the focus should remain on creating authentic, meaningful connections with your audience.
