What to Know: Marketing Trends in 2025

Ever notice how travel days make you reflect? Whether it’s a long car ride or the hum of an airplane, something about the journey sparks new ideas. Today, as I’m on the move, I’m thinking about the journey businesses are taking into 2025—and the marketing strategies that will help navigate what’s ahead.

Marketing isn’t one-size-fits-all, but the right strategies can help you reach your destination faster. Let’s unpack five trends that could change the game in 2025 and figure out which ones might be the right fit for your business.

1. Micro-Influencers: Small, But Mighty

Think of micro-influencers as the local guides of social media. They don’t have millions of followers—they might only have 1,000—but they connect deeply with their audiences. They’re authentic, relatable, and often more cost-effective than big-name influencers.

Here’s the twist: the best micro-influencers might not even think of themselves as influencers. They could be someone who casually shares their day-to-day on LinkedIn or a friend sharing their favorite hacks on Instagram Stories. At its core, this trend is all about trust—people connect with people.

• Best For: Businesses looking to make a big impact in specific communities or that have niche audiences.
• Try This: Look at your current customers—they might already be your biggest fans. Partner with them to share why they love your product. Authenticity beats flashy promotions every time.

2. Employee-Generated Content: Let Your Team Tell the Story

Your employees are like your travel companions—they know your company inside and out. When they share their experiences, it gives your brand a human touch that audiences trust.

• Best For: Organizations aiming to boost employee engagement, improve recruitment efforts, and showcase authenticity.
• Try This: Encourage employees to share snapshots of their workday or behind-the-scenes moments. Focus on being real, not rehearsed, and let their stories shine.

3. User-Generated Content (UGC): Let Customers Speak

Happy customers are your best advocates. Whether it’s a glowing review, a photo, or a quick video featuring your product, user-generated content like this builds credibility and a sense of community. It’s like a friend’s trusted recommendation.

• Best For: Companies focused on building community and social proof.
• Try This: Start small—share a positive customer review or re-post a photo of your product in action. And don’t just post and forget—engage with them. Comment, thank them, and keep the conversation going.

4. Authenticity Over Perfection

Just like travel hiccups (hello, lost luggage!), imperfection makes stories more relatable. People crave transparency and realness from brands. The Coors Light “Made to Chill” campaign is a great example of embracing authenticity over polish.

• Best For: Every business. Authenticity isn’t a trend—it’s a necessity.
• Try This: Share a behind-the-scenes moment from your business. Whether it’s a process that didn’t go as planned or a small win, it’s the human element that resonates.

5. AI in Marketing: Your New Assistant, Not the Driver

AI is like the ultimate travel guide—it saves time, suggests shortcuts, and makes the trip smoother. But here’s the thing: it’s a tool, not a replacement for human creativity. If you expect AI to handle everything, you’ll be disappointed. Use it to enhance, automate, and streamline your efforts—but keep the strategy and creative direction in your hands.

• Best For: Anyone, but especially those juggling multiple hats and needing efficiency.
• Try This: Use AI to brainstorm content ideas, review performance data, or give fresh insights on your marketing efforts. Let it help with the busy work, so you can focus on big-picture creative thinking.

Why These Trends Matter

Like any journey, marketing is about staying flexible and finding what works best for you.

These trends aren’t just buzzwords—they’re practical, people-first approaches to building trust, connection, and results.

P.S. What trend are you most curious to try? Let me know—I’d love to hear your thoughts!