Digital marketing in 2024 has witnessed a range of shifts, many of which are rapid advancements and changes to our technology and how we consume media. As businesses strive to connect with their audiences, trends like AI-powered tools, and short-form videos have redefined how brands approach marketing strategies. Now, attention spans are shorter, trust is harder to earn, and the demand for personalised, real-time interactions is greater than ever.

This article explores the key trends shaping 2024 and the predictions set to redefine marketing in 2025.

In this article…

• the state of digital marketing
• Our predictions for 2025
• Ai and marketing
• Video marketing will dominate
• Influencer marketing will change
• Social media will continue to be the top marketing channel
• A rise in customer engagement
• Final thoughts

State of digital marketing 2024

Digital marketing in 2024 has seen a range of advancements, from shifting consumer preferences, and the evolution of how businesses are connecting with their audiences.

Here’s a breakdown of the most significant trends shaping the current landscape:

We saw a rise of AI in Marketing

This one may come as no surprise, but  AI-powered tools have become a massive part of digital marketing. Not only have we seen a huge shift this year in how many more people are using AI, there has also been a shift with its use in marketing. With marketers using it to assist in a range of roles. From content creation to customer support.

Video Marketing Dominated

The dominance of video marketing continues to grow, with platforms like YouTube and Tiktok. Short-form videos, in particular, have become a key medium for capturing attention, with their ability to deliver their message in seconds. This rise is likely due to the way that younger generations consume content. In fact, studies show that its harder to keep the attention of younger generations, as such it’s becoming harder for traditional ads to capture attention.

A survey revealed a dropfrom 40% of people reporting ads that caught their attention in 2023 to just 30% in 2024. This demonstrates the need for marketers to craft more engaging, and visually dynamic campaigns in 2025.

Our Predictions for 2025

As we step into 2025, the marketing landscape will continue to evolve with technology, shifting demographics, and changing consumer expectations. From the rise of AI-driven tools to the dominance of video content and social media, here are our key predictions for the industry—along with some underlying challenges that we might see arise…

The Rise (and Kinks) of AI in Marketing

AI has undeniably transformed the internet. And for marketing, it impacts things like content creation, imagery generation, and marketing workflows. Tools powered by AI promise efficiency, scalability, and cost savings. And the vast majority of tools use AI. However, there are stillnotable challenges:

Trust problems: Despite advancements, AI still carries a stigma for many consumers and marketers. The term “AI” itself can evoke distrust—For marketers, this means if they intend to use AI they need to do so carefully to not alienate their audiences.

Plagiarism and Ethical Concerns: Content generated by AI raises questions about originality and authenticity. Plagiarism concerns are growing as businesses push out content without verifying its quality, risking both SEO penaltiesandreputational damage.

AI lacks skill: While AI is great for streamlining processes, it lacks a human touch. This is something that is very noticeable amongst many. Take the new coca cola advert for example. Rather than using the usual human crafted ads, they opted to try a full Ai generated version of what they’d previously done…and their audience wasn’t happy. Many claimed that it lacked authenticity, and that it wasn’t the same as normal.

While we will see a rise in the use of AI in 2025, we’re not convinced that it’ll be overly successful just yet. AI is a powerful tool, but it requires human oversight and strategy. And as we move into 2025, businesses will need to find a way to balance its efficiency with their own creativity and trustworthiness.

Video Marketing: Short-Form Dominance

Video marketing—especially short-form content—will remain a key player in 2025. Platforms like TikTok, YouTube Shorts, and Instagram Reels are already leading the charge.

• TikTok’s Growth and Uncertainty: TikTok has seen the most significant growth among social platforms with 1.5 billion monthly active users in 2023 and is expected to reach 1.8 billionby the end of 2024. However, ongoing political issues in the United States and potentially other regionsmay disrupt its dominance in short videos. As such brands will likely pivot their short-form content to Instagram Reels, YouTube Shorts, and other emerging video-first platforms.
• The Power of Video in PPC Campaigns: Video advertising will see increased investment in PPC campaigns as brands look for ways to maximise engagement and conversions. Short-form videos have higher click-through rates and tis been seen that they outperform static ads in user engagement. As such it’s likely that video marketing will become a critical tool for driving engagement in PPC campaigns.
• Audiences Demands: Audiences’ attention spans continue to shrink, making shorter, entertaining, and informative video content a necessity. Brands that master storytelling in under 60 seconds—whether through humour, emotion, or education—might gain a competitive edge

In 2025, we’re likely to see a large push in video marketing, but specifically in the form of short form videos. With younger audiences becoming the main targets for brands, and attention spans decreasing each year, it’s likely that many brands will adopt a more video focused approach in their marketing. However, where they choose to do this may vary depending on the outcome of certain apps and their audiences preferences.

We’ll see a change in Influencer Marketing

Influencer marketing will continue to grow as brands look for new ways to connect with audiences. With the shift in consumer behaviour and platform preferences, influencers will offer a new way to target demographics.

While celebrity influencers still hold sway, brands are increasingly turning to micro-influencers, a study found that82%of consumers are more likely to trust a micro-influencer’s recommendation over a celebrity’s. This is because they are seen as more relatable and trustworthy.

One study found that Hello Fresh collaborated loads with food bloggers, Youtubers and TikTok creators, all smaller creators that they related to in order to showcase quick, easy recipes. Seeing someone they knew and trusted made them feel more likely to sign up.

Ultimately when you see a smaller influencer advertising something it feels more genuine. Vs, seeing a large celebrity…your first thought is probably ‘I wonder how much they’re paying them?

The internet, marketing and advertising is all feeling rather saturated. Micro-influencers however build trust with their audience which makes it feel far more genuine when they take the time to advertise something. Not to mention the fact that using smaller influencers is far more affordable for and accessible for smaller businesses. Given the rise in video content and younger audiences, we will see a push in influencer marketing come 2025.

Social Media will continue to be the Top Marketing Channel

Social media will remain the most dominant marketing channel in 2025, this will be driven by the evolving age demographics and platform preferences. The generational shift—with Millennials and Gen Z becoming the core consumers in 2025—means that brands must adapt their strategies to target the platforms these audiences favour the most.

Platform Preferences:

• Gen Z: Platforms like TikTok, and Instagram are favourites among Gen Z, who prioritise video-first, authentic content that entertains and informs in very little time. The quicker they can consume the content and move on to the next the better.
• Millennials: Instagram, Facebook, and YouTube continue to appeal to Millennials, who value a mix of visual storytelling, community-building, and longer-form content.
• Boomers and Gen X: While younger audiences dominate TikTok, Boomers and Gen X remain active on Facebook and engage with video content on YouTube.

Cross-Platform: Brands will need to use a range of socials to increase their reach and presence.

Consumer Habits: Social media is not just for connection; it has become a preferred channel for product discovery, research, and purchase. Platforms like Instagram and TikTok have integrated shopping features that allow users to make purchases more easily.

In 2025, brands will make efforts to meet their consumers where they are, creating platform-specific content that aligns with their behaviours and preferences. We will see more brands trying out different platforms like tiktok, with a range of advert types to appeal to their different audience demographics.

A rise in Real-Time Engagement

Consumers are craving real-time interactions and authentic connections with brands.

But what does “authenticity” actually mean when it comes to marketing?

Authentic marketing is transparent, honest, and human. It prioritises connection over sales and avoids overly generic content. For example, brands that show behind-the-scenes operations, highlight customer testimonials, or showcase real employees can create a sense of relatability that will resonate closer with their audiences.

This is part of the reason we don’t think AI will take off just yet.

The Importance of Real-Time Engagement: Whether it’s responding to comments on social media, hosting live Q&As, or delivering real-time customer support via chat, brands need to interact with audiences in the moment to build relationships.

Real-time responses show consumers that a company values them, which helps to build trust, and meet consumer expectations for instant connection.

The Role of User-Generated Content: Encouraging audiences to share their own experiences with a brand is great for building engagement. Real people using real products create social proof, which can be far more effective than a more polished campaign.

In 2025, we will see more brands prioritise engagement and embrace a more human approach that will help them stand out in a crowded digital landscape. All of this will encourage loyalty with their audiences and create long-term success.

Final Thoughts

Our predictions for 2025 revolve around the use of tools like AI, short-form video, and how these will influence wider online behaviours. Social media will continue to dominate and drive success—but only for brands that really understand their audiences.

As the digital landscape continues to shift, businesses must remain agile, human, and strategic to thrive.