A Verbly Introspective

As we close the curtains on 2024 and take a moment to look back on how the year progressed - despite rapid changes & uncharted territory - it’s been a year to remember! Working day in and out while keeping things on a high note has been an invigorating team effort, and we can’t wait to see what 2025 has to offer!

We went around the office, asking everyone the same question.

What do you think will be the next big idea we should look forward to in the coming year?

Here are their thoughts:

“This is not a new trend but I expect it to continue. Brands generally go for sterilised and polished content. If made to look otherwise, the result often looks contrived–you can’t manufacture REALness. In the era of podcasting where people have heart-to-heart conversations, the same expectation has reached the content writing space. The audience craves raw content and is discerning of “staged realness” or pandering. They want to be sold on something without being sold to. People want authenticity”. Danny Mathew

“The world of influencer marketing faces a dramatic shift as trust plummets to 41%, with audiences seeking authenticity and micro-influencers gaining prominence. The rise of "deinfluencers" and demand for unfiltered content signals a change, while AI and sustainability concerns reshape the landscape. Brands now prioritize genuine engagement over follower counts, focusing on creators who demonstrate real value and authenticity, suggesting a promising future for smaller, authentic creators”. Anuradha C.

“We tap into emotional data to build PR campaigns that actually connect with people's hearts and minds. By understanding what makes audiences tick, we create messages that feel personal and genuine - not just another corporate blast. It's about finding that sweet spot where data meets real human feelings, all while keeping things honest and ethical”. Srishti Vatsa

"Wow, global markets have been on a ride this past year, huh? Imagine trying to surf in the middle of a hurricane, but the waves are made of innovation and unexpected pivots. So, how do we even do this? How do you not just survive, but actually thrive when the whole world seems like it’s playing Calvinball with the rules? (Look it up, it’s worth it.) The answer isn’t some secret sauce—it’s adaptation, optimization, and differentiation. Not just in small ways, but at the big, scary, organizational level. And here’s the thing: choppy waters? They’re kind of the best time to take risks. If you’re going to learn to sail, might as well do it during a storm. Especially in communications, where the rules are shifting faster than ever. Here’s to taking risks, learning fast, and figuring out what scale looks like in 2025." Anarghya Rao

“The evolution of technology has always been a testament to our ingenuity, and nuclear fusion alongside quantum computing will set the stage for the next chapter. As fusion power offers the potential for endless clean energy and quantum computing reshapes our understanding of problem-solving, these innovations will inspire awe and drive unprecedented growth”. Mohamed Rizwan Haneefa

“In 2024, public relations have evolved significantly, with social media playing a pivotal role in shaping brand narratives and consumer interactions. The incident involving Zepto, a quick commerce platform, serves as a prime example. After sending an inappropriate notification promoting an emergency contraceptive pill, Zepto faced immediate backlash on platforms like LinkedIn, where the affected customers publicly criticized the company's messaging approach. This swift public reaction compelled Zepto to issue a prompt apology and commit to improving their communication strategies. This scenario underscores the necessity for brands to meticulously manage their social media presence, ensuring that all communications are thoughtfully crafted and sensitive to diverse consumer perspectives. In today's digital age, any misstep can rapidly escalate into a PR crisis, highlighting the importance of authenticity, transparency, and proactive engagement in maintaining consumer trust and safeguarding brand reputation”. Sushma C.

“This one is a no-brainer. We can expect brands, agencies, and freelancers alike to embrace AI in their daily lives. In 2024, we saw generative content and AI-based video production taking over; and are only expected to grow. The debate, however, will be whether to invest in these skills and tech in-house or work with specialist agencies. Another trend that is expected to gain momentum is community-led engagement used to seed, drive, and amplify narratives. Media and viral stories originating from Reddit or Slack group conversations will become a norm in 2025. Brands and Comms professionals will need to invest time and effort into community engagement”. Nadisha Roche

“2024 saw the inevitable death of the carousal post format, with engagements dipping to an all-time low across platforms. Written content needs a visual element to keep the audience hooked and videos are it. Combined with the power of social media marketing and experimentation, I look forward to creating an impact in the communications space through visual content in 2025”. LAKSHMI NARAYANAN S ?

"People will scroll past anything mediocre. In B2B marketing, the real opportunity lies in creating niche, high-intent content that’s worth their time - human, researched, and story-driven. If it’s good, they’ll wait for it. If it’s not, you’ve lost them for good." Simon Ghosh

“In 2025, the communications industry will have to face AI head-on. Agencies will have to move beyond dabbling with GenAI for content and might (be forced to) adopt AI agents to automate several core functions of communications. I look forward to seeing how the landscape shifts and shapes up”. Manjunath Padiki

“AI and Authenticity: Striking the Right Balance in PR. As PR evolves, authenticity remains its cornerstone, even in an age of rapid AI adoption. The challenge lies in striking a balance—leveraging AI for efficiency in media and content creation while preserving the human touch that builds trust. Technology should amplify our ability to connect and communicate, not replace it. Ultimately, it's about using AI as a tool to enhance, not overshadow, the genuine voice of a brand”. Hitu Mahesh

“As we look forward to 2025, the electric vehicle (EV) market is leveling the competition in the business landscape for SMEs in India. The number of people choosing EVs over internal combustion engine (ICE) vehicles is increasing, mainly due to their innovative features and cost efficiency in the long run. This creates many opportunities for SMEs in the EV supply chain by creating parts and providing services essential to the EV space. This shift isn't just opening doors but also attracting investors eager to back innovative, nimble, and homegrown SMEs. The Comms industry will play a crucial role in this transformation by helping these SMEs market their innovations and building a strong relationship with investors and consumers alike. Effective storytelling and strategic marketing are the essential elements in highlighting the authenticity and adaptability of these homegrown companies. 2025 will be an exciting time for small businesses, filled with growth and transformation, as they piggyback on the booming EV sector”. Jayashanker Jagdiesh

Big ideas. We look forward to seeing you in 2025!

Best,

Team Verbly