2024 was yet another transformative year for the digital marketing industry, from search engine changes seeing the rise of AI overview to the ever-evolving social media strategies to include short-form videos, especially on the platform LinkedIn, it has been a hell of a whirlwind!
So, what about 2025? What trends should you be looking out for and how can you get ahead of your competition??
In this newsletter, we highlight what’s going to be new in 2025 and what you need to do to stay ahead of the curve.
Google’s December Core Update: A Focus on Quality
Google has just rolled out its latest December Core Update one week after the completion of the November update! This update focuses on delivering higher-quality, relevant content to users. It also underscores the importance of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles in content strategy.
- Websites with rich, valuable content will see gains in rankings.
- Thin or outdated content will be increasingly penalised.
- User experience (UX) still remains a strong ranking factor, especially for mobile devices
To stay ahead, prioritise updating existing content, ensuring it aligns with user intent and delivers value to your target audience.
Social Media Trends for 2025
Social media platforms will continue to shape audience interactions and brand growth.
Here’s what to expect across major platforms:?
- Enhanced AI-powered tools for content creation and analytics will continue to improve engagement and B2B targeting.
- Long-form content will continue to drive conversations.
- LinkedIn is embracing the growing popularity of short-form content, with video viewership up 36% this will continue to grow in 2025.
- LinkedIn Ads will focus on hyper-personalised campaigns to boost ROI.
- They introduced "Open to Volunteer," connecting members with volunteer opportunities matching their skills and interests. Members can activate it via their profile’s "Open to" menu, specifying causes, skills, and preferences. Their volunteer interests will then appear on their profile, allowing them to share posts and engage their network.
- Short-form video (Reels) will remain king, with Instagram investing heavily in creator incentives.
- Social commerce will evolve with AR filters and interactive shopping features.
- Authentic, raw content will dominate over overly polished visuals.
- Meta is also testing features on Instagram to let users hide Reel view counts. This change is aimed at reducing reliance on vanity metrics such as likes and followers, shifting focus to more meaningful engagement in today’s algorithm-driven social media landscape.
- Expect a resurgence in Facebook Groups as key engagement hubs.
- AI-powered ad targeting will enhance audience segmentation and lead generation.
- Facebook is pushing forward with metaverse integrations, creating immersive experiences for brands.
- TikTok will continue leading with its video-first approach and creator-driven trends.
- Brands will see greater opportunities through shoppable TikToks and livestream commerce.
- Short-form educational and relatable content will drive strong engagement in 2025.
- The platform has also launched new tools to support creators with in-stream shopping. The Account Health Report provides weekly updates on policy violations, while the Creator Policy Quiz helps creators learn platform rules and reduce violation points. TikTok is also hosting live events to further assist creators in optimising their accounts.
GEO: The Next Frontier in Search Optimisation
As we move towards 2025, search strategies are evolving with the rise of Generative Engine Optimisation (GEO), designed for AI-driven tools like Google’s Gemini, ChatGPT and Perplexity. Unlike traditional Search Engine Optimisation (SEO), which focuses on static content, GEO creates dynamic, conversational content that aligns with real-time user intent.
Key Differences Between GEO and SEO
- Target Audience: SEO optimises for traditional search engines; GEO targets AI-powered search tools.
- Keyword Use: SEO relies on keywords; GEO relies on natural language and user intent.
- Content Style: SEO favours static, keyword-driven content; GEO prioritises dynamic, AI-friendly content.
- Optimisation: SEO uses backlinks and technical tactics; GEO ensures relevance, clarity, and real-time updates.
?To stay ahead with GEO, use structured data to make your content AI-readable, write clear and conversational answers to user queries and keep your content updated regularly.?
Smarter PPC Strategies in 2025
Like in all other aspects of digital marketing, AI will start to dominate pay-per-click (PPC) strategies, offering improved automation, personalised ads, and predictive analytics.
- AI automation will dominate, streamlining campaign management and budget optimisation.
- Personalised ads, driven by first-party data, will replace cookie-based targeting.
- Platforms like Google and Meta will push for better integration of predictive analytics to improve ad performance.
Tip: Leverage audience segmentation tools and monitor cross-channel performance to maximise ROI.
Top Key Digital Marketing Trends for 2025
- AI-Driven Personalisation: Marketing campaigns will leverage advanced AI technologies to deliver highly tailored messages and experiences, targeting micro-segments of your audience with unprecedented precision, driving engagement and conversions.
- Interactive Content: Dynamic formats like quizzes, polls, and AR filters will captivate audiences, providing immersive and engaging user experiences that boost interaction and brand loyalty.
- Sustainability Marketing: Brands will increasingly emphasise eco-friendly practices and initiatives, tapping into the growing demand from conscious consumers who value sustainability and social responsibility.
- Voice Search Optimisation: As voice assistants like Alexa and Siri continue to grow in usage, businesses must focus on natural language processing and conversational keywords to capture this evolving search behaviour.
- Video Continues to Dominate: Video content will remain the king of digital marketing, with platforms like YouTube, TikTok, Instagram and LinkedIn driving trends through short-form, engaging, and highly shareable video content.
- Zero-Click Marketing: With the rise of generative search and richer search results, marketers will focus on delivering value directly within search engines and social media platforms. Optimising for features like snippets, business listings, and social engagement will enhance brand recognition and authority, even without driving traffic to external sites.
As we look forward to 2025, we want to express our deepest gratitude to all our clients and colleagues. Your trust and collaboration have been the driving forces behind our success this year.
We are excited to help you navigate the trends of 2025 and achieve even greater milestones in the digital space.
?Wishing you all a Happy New Year from all the team at Key Element!?
