Building a Winning Digital Marketing Strategy for 2025

A report, shaped by the lives of 900 marketers (not just surveys).

The dull way we approach digital marketing needs to change. 

Not because AI is here to replace us, but because it’s here to free us, giving us the time to be human again and connect with people where it truly matters: their hearts and minds.

Take Volvo’s viral campaign last month - a touching story of a father raising his daughter, masterfully weaving emotion into every frame. It was definitely more than an ad for safety features. It had a narrative that made us feel, made us think, and most importantly, made us care. Unfortunately, this is rare nowadays. 

Isn’t that what marketing is supposed to do?

Why does it feel so rare, so extraordinary?

Shouldn’t connecting to the human experience be the standard, not the exception?

In this report, we will explore, how AI amongst others, can be used to amplify our ability to tell these stories, to connect on a deeper emotional level. 

The Challenges we faced this year

It’s December, and marketers everywhere are battle-scarred from a year that tested our creativity, resilience, and adaptability like never before. Ads have never been more expensive. SEO, once the bedrock of digital strategy, feels increasingly outdated. And then there’s AI—not the distant promise of yesterday but the disruptive force of today, rewriting the rules faster than we can adapt.

This is not just another year of iteration. 2025 will be the year that separates the leaders from the left-behinds, the agile from the stagnant. It’s not hyperbole—it’s history in the making. We’ve arrived at the dawn of a new era, where traditional playbooks won’t just fail to give you an edge—they might fail to keep you in the game at all.

Think back to the challenges you faced this year. The creative ideas that stalled under pressure. The campaigns that felt more like survival than strategy. The budgets squeezed tighter than ever, where every click and conversion had to prove its worth. And yet, amidst the chaos, there was a glimmer of opportunity—a quiet realization that we’re sitting on the most advanced tools humanity has ever created. AI isn’t here to replace us; it’s here to liberate us from the cumbersome, the repetitive, the soul-draining tasks that steal time from where we’re needed most.

Marketers got two paths now

In 2025, marketers will face two paths: clinging to the comfort of “what’s always worked” or embracing the radical possibilities of “what could be.” It’s a year that demands audacity, clarity, and the courage to think differently. We can’t afford to tread water anymore.

This report is your guide—your blueprint—for navigating this moment of transformation. It’s not about tweaking your strategies; it’s about reimagining them entirely. We’ll unpack how AI is reshaping creativity, why the cookieless future isn’t the end but a chance to own your data, and how social commerce is replacing malls as the shopping hubs of the world. We’ll dive into actionable insights, cutting-edge case studies, and data that will help you not just prepare but thrive in a market defined by relentless innovation.

2025 isn’t just another chapter. It’s the start of a new book in the story of digital marketing. And it’s up to us to write it. So, let’s get to work. 

Emerging AI Trends for 2025: The Year Technology Redefines Creativity

Just imagine how liberating it will feel to spend less time wrestling with spreadsheets and more time crafting campaigns that actually resonate. The days of playing it safe with tired, formulaic strategies are officially over. The marketers who lean into the chaos, embrace the evolving dynamics, and adapt with boldness won’t just survive—they’ll thrive.

From TikTok transforming your feed into a marketplace to zero-click searches rewriting SEO playbooks, the changes aren’t just significant—they’re seismic. Privacy is no longer a negotiable afterthought, trust and authenticity are the currencies of connection, and omni-channel marketing isn’t just nice to have; it’s non-negotiable. The dynamics are shifting fast, but here’s the silver lining: the tools you need to win have never been more accessible. What sets the winners apart isn’t the tech itself—it’s how they wield it.

In this report, we’re breaking down the six major trends that we believe will define 2025. These are the pillars that will shape how marketers adapt, innovate, and connect in this new era.

Social Commerce: Where Shopping Meets Scrolling

• The mall is officially out; your feed is in. TikTok’s infinite loop of discovery and checkout is redefining the customer journey.
• 58% of Gen Z now start their product searches on social platforms—TikTok isn’t just for dance trends; it’s the new marketplace.
• AI-powered tools are fueling personalized shopping experiences, with influencers raking in over $1M per month via live shopping.
• The takeaway? If you’re not thinking shoppable content, you’re not thinking 2025.

SEO: Adapt or Fade Away

• Zero-click searches now dominate, with 58.5% of Google queries ending without a click. The search game has changed, and keywords alone won’t cut it.
• AI is reshaping SEO strategies—think intent, not just rankings. Context and topical authority are the new kingmakers.
• Smaller brands need to focus on niche relevance and first-party data to compete with the algorithm’s love for big players.
• The message is clear: SEO isn’t dead, but the old playbook is.

Privacy: The Cookieless Conundrum

• With third-party cookies crumbling, the era of creepy tracking is giving way to privacy-first marketing.
• Consumers want personalization, but only if it doesn’t feel like stalking. Transparency is no longer optional.
• Brands that invest in first-party data and privacy-compliant tools (hello, Lotame!) are seeing conversion rates soar by up to 94%.
• In 2025, trust isn’t just a virtue; it’s a competitive edge.

Trust & Authenticity: The Currency of Connection

• Consumers are allergic to inauthenticity. A full 81% of buyers trust peer recommendations over brand messaging.
• AI might streamline content creation, but relatability is still a human superpower. Think storytelling over selling.
• Brands embracing thought leaders and Key Opinion Leaders (KOLs) are reshaping influence into a tool for trust, not just visibility.
• The mantra? Fake it, and you won’t make it.

Social Responsibility & Ethics: Purpose is Profitable

• Performative activism is out; real action is in. 69% of consumers prioritize brands that align with their values.
• From Patagonia’s “Don’t Buy This Jacket” campaign to Ben & Jerry’s activism, authenticity in sustainability is driving loyalty.
• Greenwashing is a one-way ticket to consumer backlash (just ask Delta Airlines).
• Bottom line? Ethics are no longer a marketing strategy—they’re a survival strategy.

Omni-Channel Marketing: Be Everywhere or Be Irrelevant

• 63% of marketers are leveraging multi-format campaigns across platforms like TikTok, YouTube, and Instagram to meet consumers where they are.
• AI-driven tools are making cross-channel integration seamless, boosting ROI and brand recognition.
• Brands like e.l.f. Cosmetics and Patagonia are proving that blending digital and traditional channels creates a customer experience worth remembering.
• In 2025, you can’t afford to put all your eggs in one platform.

The Future of SEO: Adapt or Fade Away in the AI-Driven Search Landscape

As AI-driven algorithms prioritize user intent, brand authority, and contextual relevance, traditional keyword-focused strategies are losing ground. The future of search is human-first and AI-optimized, demanding marketers adapt to stay relevant in this evolving landscape. Findings are based on our SEO Trends Report 2024:

Major Areas of SEO Transformation

1. User Intent Takes Center Stage

AI is redefining how search engines interpret user queries. Instead of focusing solely on keywords, search engines now prioritize satisfying the intent behind queries. Thought leaders like Kevin Indig and Ross Simmonds emphasize that search behavior is fragmenting, with users increasingly seeking authentic, community-driven insights. 30% of AI Overviews differ significantly from live search results, reflecting the shift toward intent-based algorithms.

Only 6% of Google’s AI Overviews include the exact search query, underscoring AI’s shift toward intent over keywords.

A great example is Reddit’s surge in rankings for 26% of over 8,000 affiliate keywords demonstrates the power of user-driven platforms in satisfying intent.

Shift from keyword-centric strategies to comprehensive content that addresses user intent through detailed, actionable answers.

The emphasis on user intent reflects a broader shift in digital marketing: consumers crave relevance and authenticity. SEO isn't just about showing up—it's about showing up in the right way. To truly win in search, marketers must align with how people think, not just what they type.

2. The Growing Importance of Brand Authority

Brand authority has become a cornerstone of SEO. AI algorithms reward sites with high branded search volume and trust signals, favoring businesses that consistently deliver value.

Building authority through trust and visible brand mentions is essential to maintaining algorithmic resilience.

While thought leaders like Rand Fishkin critique Google’s favoritism toward large brands, others see opportunity in human connection and storytelling.

3. Content Quality Over Quantity

AI values content depth and relevance over sheer volume. Cyrus Shepard highlights that pruning underperforming content rarely works, while Ross Simmonds advocates for repurposing high-performing content to maximize impact.

IMH increased article rankings by 43% in top SERP positions using Semrush’s Personal Keyword Difficulty (PKD) metric and focusing on topic clusters.

4. The Role of AI in Content Creation

AI is revolutionizing SEO workflows by automating repetitive tasks like audits and competitive analysis. However, human research and creativity remains critical.

AI optimizes efficiency but cannot replace strategic, human-driven insights.

AI-enhanced processes enable SEO teams to focus on 76% higher-value tasks, driving more impactful results.

Leverage AI tools for workflow automation while investing in human creativity for storytelling and strategy.

5. Social Proof: Your Brand’s Hidden Catalyst for Influence

In a world where trust is earned in seconds, social proof may just be the decisive factor that sets your brand apart. By leveraging the behaviors and endorsements of others, businesses can create a ripple effect of credibility and confidence. But how can brands go beyond the basics and wield this tool with precision?

Types of Social Proof: Building Your Credibility Toolkit

To deploy social proof effectively, businesses need to integrate a mix of proven tactics:

1. Testimonials: These are your trust anchors. Place customer feedback directly on your landing pages or within your lead magnets for immediate impact.
2. Case Studies: Go beyond general claims. Real-world examples of how your product solves specific challenges not only demonstrate value but also show relatability.
3. Endorsements from Influencers and Experts: An endorsement from an industry leader can act as an authority stamp, instantly elevating your brand’s trust factor.
4. Compelling Statistics: Numbers matter. Metrics like “10,000 satisfied customers” or “79% success rate” offer tangible proof of your impact.
5. Visual Testimonials and Reviews: Incorporating user photos or videos enhances authenticity and makes your social proof more engaging.

Social Proof in the Digital Age: Google's Perspective

In the digital ecosystem, social proof transcends human psychology to influence search algorithms. Google, for instance, integrates social proof signals to determine credibility and authority. These include:

• Engagement Metrics: High interaction rates (e.g., shares, time spent on a page) signal content value.
• Endorsements from Experts: Aligning with authoritative sources enhances trustworthiness.
• Demonstrated Expertise: E-A-T (Expertise, Authoritativeness, Trustworthiness) serves as Google's litmus test for content reliability.

A compelling example is Help a Reporter Out (HARO), which uses tangible metrics like “thousands of journalists served” to build credibility. This form of "raw quantity" social proof not only instills user trust but also aligns perfectly with Google's ranking criteria.

The Double-Edged Sword: False Consensus and Naïve Realism

While social proof is an indispensable tool, it has its pitfalls. The false consensus effect—endorsing products simply because others have done so—can create a distorted reality. Over-reliance on consensus can lead to "naïve realism," where perceptions become skewed, ignoring alternative perspectives or critical evaluations.

Insights for Harnessing Social Proof

To effectively employ social proof:

• Highlight endorsements from reputable figures in your industry to build authority.
• Use testimonials and case studies to provide tangible proof of value.
• Emphasize metrics like user counts, reviews, or global reach to showcase impact.

By understanding and leveraging these nuances, businesses can turn social proof into a cornerstone of their influence strategy—both for audience engagement and Google optimization.

As SEO continues to evolve, its principles spill into other critical areas of digital marketing. Whether it’s privacy-first strategies, social commerce, or omni-channel integration, the lessons of intent, trust, and relevance are shaping the entire ecosystem. And the brands that master these dynamics will be the ones that thrive in 2025 and beyond.

As we move from SEO to Privacy, the underlying theme remains the same—earning trust. Just as consumers demand intent-driven search results, they expect transparency and ethical handling of their data. Let’s explore how these dynamics overlap.

The AI Revolution is Here - From AutoPilot to CoPilot

Let’s get one thing straight: AI isn’t new. It’s been quietly running the show behind the scenes for years. Every time you’ve searched on Google, scrolled your Instagram feed, or seen a highly-targeted ad pop up right when you needed it—AI was there.

For years, AI has been making decisions for us: which ads to show, which posts to promote, which search results to rank. But it was all happening passively, with marketers observing from the sidelines. The big shift for 2025? We now get to actively collaborate with AI. Think of it as moving from a backseat passenger to sitting in the driver’s seat, co-steering the creative and strategic process. It’s not about AI taking over; it’s about it taking the mundane off your plate so you can focus on what really matters—building stories that connect, strategies that inspire, and campaigns that leave a mark.

There are really 3 main areas where we foresee AI will truly leave a mark in 2025; 

It is going to be much easier to deliver content (we didn't say good content - many get this part wrong). Creating content will get faster—but here’s the caveat: speed doesn’t always equal quality. Take for example an influencer who on average spends 40% of their time on editing their content, to optimize it before posting, now can spend those 40% on actually creating creative briefs together with the brands, which usually is around 10% of their time according to our research. 

1. Hyper-Personalized Customer Experiences at Scale

Personalization has always been a goal, but hyper-personalization takes things to the next level. Thanks to AI, brands can go beyond “Hello, [First Name]” emails and dive into real-time, context-aware interactions that feel genuinely personal.

Imagine a shopper receives a discount notification right when they’re researching a product online. That’s not just marketing; that’s relevance at scale. AI-driven hyper-personalization can analyze browsing behaviors, predict needs, and deliver solutions that feel intuitive, not intrusive.

For example, Nutella collaborated with Ogilvy Italia to produce 7 million unique jar labels with AI. The campaign sold out immediately, proving the power of personalized, AI-driven creativity.

Personalization works when it feels natural, not engineered. Marketers must tread carefully—showing customers not just what is personalized but how it’s happening to maintain trust and transparency.

2. Analytics… Thank GOD!

Let’s be honest: manual data crunching has always been a soul-sucking task for marketers. The great news? AI is finally advanced enough to take over much of the heavy lifting in analytics. Instead of spending hours deciphering spreadsheets, marketers can now focus on interpreting insights and crafting smarter strategies.

Buzz Radar recently wrote about how IBM Watson-powered insights reduced the need for large analyst teams while improving ROI reporting for social media campaigns, saving clients millions. While Bayer with their Predictive AI models built using Google Cloud ML improved their ability to forecast flu outbreaks, resulting in:

• An 85% increase in click-through rates YoY.
• A 33% reduction in cost-per-click.
• A 2.6x increase in website traffic.

AI is redefining how we make decisions. Predictive AI can identify patterns we’d never see, simulate potential campaign outcomes, and guide strategy adjustments in real-time, which is more related to the autopilot era, but now we as marketers have an opportunity to prompt predictive analytics in many enterprise digital marketing tools. The days of relying on hindsight data are over; with AI, we’re looking forward.

3. AI-powered optimization of visuals

Generative AI has ushered in a new era for content creation, making it possible to produce high-quality visuals and immersive experiences at lightning speed. According to our latest research, 42.2% of marketers have adopted generative AI for visual content, and 51.9% are likely to incorporate AI-generated avatars to enhance their brand's presence across platforms like TikTok and Instagram. Tools like Symphony AI are becoming increasingly attractive for  74.3% of marketers, and Runway’s Gen-3 have become indispensable, enabling brands to produce videos, images, and even 3D assets in a fraction of the time traditional methods require. Just as you will see it later in the Authenticity section with the Volvo Ad. 

Another great example is Coca-Cola’s AI-generated holiday campaign reimagined its iconic 1995 ad using generative AI. Despite technical limitations, the campaign resonated with consumers, achieving ratings comparable to the original and showcasing the emotional impact of nostalgia-driven content.

We recommend that you augment creativity, not replace it, with AI. Use AI to push creative boundaries while ensuring oversight to maintain alignment with brand values and emotional resonance. AI is a tool—not a replacement.

Consumers Are Wary of AI: Navigating the Trust Dilemma in 2025

As AI continues to transform marketing strategies, a critical question arises: why are consumers still skeptical? The answer lies in a complex interplay of trust, authenticity, and control. While AI promises unparalleled personalization and efficiency, it also raises ethical concerns that brands cannot afford to ignore.

To understand this dynamic, consider a key insight from our recent survey: 34.1% of marketers  reported significant marketing outcome improvements from AI. Clearly, when used authentically, AI has transformative potential. But here’s the rub—47.6% of marketers are already leveraging AI to enhance targeting and engagement, yet skepticism among consumers remains high. 

Why? Because the benefits brands see often contrast sharply with the discomfort consumers feel. This disconnect signals an urgent need for marketers to recalibrate their strategies, ensuring that trust, authenticity, and automation harmonize seamlessly.

A groundbreaking Cicek Study revealed that 58% of consumers feel uneasy about businesses using AI in their interactions. The primary reasons? A perceived lack of empathy, transparency, and the fear of losing human connection. It’s clear that the future of AI in marketing doesn’t just hinge on its capabilities but also on how it makes people feel.

The Paradox of AI Personalization

Hyper-personalization is like knowing exactly what your friend needs before they even ask. With tools like predictive analytics and real-time data, marketers can hit that sweet spot of timing and relevance. Picture this: an email offering the perfect solution arrives the moment a customer is searching for it. That’s not just good marketing—it’s connection at scale.

Despite its promise, AI still faces skepticism. Our recent study revealed that 36.7% of marketers are concerned about authenticity in AI-generated content, while 19% worry about consumer mistrust of AI in marketing. The lesson here is clear: AI must not erode trust—it must reinforce it.

Consumers are stuck in a paradox—they crave hyper-personalized experiences yet distrust the tools that make them possible. AI’s ability to anticipate needs feels intrusive when its methods are hidden. It’s this sense of mystery that often turns convenience into suspicion. Transparency is the bridge marketers must build to align consumer expectations with AI capabilities, ensuring that personalization feels empowering rather than invasive.

The challenge isn’t about using AI but using it responsibly. Be upfront about what you’re doing with people’s data and make it easy for them to opt-out (or in). Test your algorithms for fairness. Treat customer data like it’s your best friend’s secret—not something to sell to the highest bidder. When people see you’ve got their back, they’ll trust you to deliver those oh-so-relevant moments without feeling spied on. It’s not rocket science—just good marketing with a human touch

For example, 69.1% of marketers use AI for dynamic personalization, showcasing its potential to create tailored experiences that resonate. But personalization only works when it feels earned, not manufactured. AI’s success lies in its ability to augment human empathy, not replace it. This means inviting consumers into the process—showing them not just what is being personalized but how it is happening.

Understanding why consumers hesitate is key to overcoming this barrier:

1. Perceived Loss of Control: The lack of a human fallback in AI interactions triggers discomfort. When something unexpected happens, consumers want reassurance from a human, not a machine.
2. Early Adoption Challenges: Despite AI's growing presence, it’s still in the early majority phase (UserPilot analysis). Actual daily users remain a small fraction, hindered by a lack of education and intuitive interfaces.
3. Education is the Key: As highlighted in this analysis, AI adoption increases as consumers become more informed. Educating users about AI's benefits and limitations can unlock its potential.

Consider Gemini AI, whose unsupervised application produced harmful responses, sparking widespread backlash. This incident underscored the need for robust safeguards and human oversight in AI systems. Without these, trust crumbles, and adoption stalls.

The Gemini AI debacle wasn’t just a tech problem; it was a cautionary tale for anyone leveraging AI in marketing. Gemini's unsupervised AI went rogue, producing harmful and offensive responses that quickly spiraled into a PR nightmare. For marketers, the lesson is painfully clear: unchecked AI can destroy the very trust we work so hard to build.

What does this mean for marketers? First, recognize that AI isn’t some magical fix-it-all tool; it’s as good—or as dangerous—as the systems and people managing it. Think about where you’re deploying AI: Are you using it to engage with customers? Create personalized content? Analyze data? Each of these areas requires a level of oversight that Gemini clearly missed.

What to watch for:

1. Oversight Is Non-Negotiable: Ensure AI outputs are regularly reviewed by humans—especially for customer-facing campaigns.
2. Ethics Can’t Be an Afterthought: AI must align with your brand’s values. Think about inclusivity, fairness, and tone. If it doesn’t reflect your ethos, it’s a liability.
3. Test for the Worst: Run scenarios to identify how your AI might fail. Anticipate potential risks before they escalate.
4. Own Transparency: Tell your audience how AI is used and where the human touch ensures quality and care.

Now lets talk about; Authenticity is the Currency of 2025

Consumers are increasingly drawn to brands that demonstrate authenticity. AI must enhance—not replace—the emotional resonance of human storytelling. As we mentioned in the beginning, Volvo created one of the most viral ads this year, because they understood our fears, desires, and psychological factors overall and how to influence them.

On the other side Volvo's Viral AI-Powered Ad (which is a different ad), combined cutting-edge technology with themes like Social Responsibility (growing greenery due to electric vehicle impact). The campaign resonated because it leveraged AI’s efficiency while preserving social depth. IT IS POSSIBLE TO BE AUTHENTIC AND USE AI!

2025 will be a pivotal year for AI in marketing, but its success hinges on brands’ ability to address consumer concerns head-on. Authenticity isn’t just a buzzword—it’s the foundation of trust in an AI-driven future. And if you are really smart, then you do like Dove, use AI to challenge AI, to be both socially responsible and drive on a trend.

AI is not the enemy of authenticity; it’s the enabler. The challenge for marketers is to wield this technology responsibly, creating connections that are both meaningful and memorable.

Traditional Retail Is on Its Way Out—Social Commerce Is the Only Shopping Future That Matters

The retail landscape has reached a pivotal juncture, with traditional shopping models fading into the background and social commerce emerging as the dominant force in consumer engagement and sales. Platforms like TikTok are rewriting the rules of retail, blending entertainment and e-commerce into a seamless, closed-loop experience. For marketers and brands, the time to adapt isn’t tomorrow. The longer you wait, the harder it will be to gain momentum because brands and creators are already building knowledge and legacy on social commerce platforms. 

The Power of AI in Social Commerce

Before anything, Social Commerce is powerful because it adds an authentic layer which is more important than ever, as ads fatigue is on the rise. 

Then take the AI technologies that are turbocharging the social commerce revolution. From AI Avatars which we mentioned earlier, to personalized recommendations. AI is reshaping how consumers interact with brands online via nano and micro influencers we all more or less trust more than brands.

From open to close-loop social commerce

Forget the traditional sales funnel. TikTok’s infinite loop model has turned the path to purchase into an uninterrupted cycle of discovery, engagement, and conversion. Users don’t need to leave the app to move from inspiration to checkout. It’s a frictionless ecosystem where impulse buying thrives, perfectly described in a Retail Economics report as a “closed-loop checkout” revolution.

Why does this matter? For marketers, TikTok and YouTube are more than just social platforms—they’re all-in-one shopping destinations. Our data shows that 43.3% of marketers have already reported enhanced product visibility by leveraging features like YouTube’s Shopping Collections, while 30% of marketers are actively using live streaming for direct sales.

Here are a few Social Commerce top examples:

1. Chili’s Triple Cheese Quesadilla
   • Approach: A single TikTok featuring this menu item drove 40% of the brand’s Q3 growth, blending viral storytelling with direct calls to action.
   • Result: Demonstrated the power of relatable, snackable content to drive exponential brand growth.
2. Beachwaver on TikTok Shop
   • Approach: Leveraged TikTok Shop for seamless in-app purchases, supported by influencer partnerships and discounts.
   • Result: Reported exponential sales growth, with live shopping events as a major driver.
3. Gary V’s Live Shopping Revolution
   • Example: Sold $40,000 worth of T-shirts in just two hours using Whatnot’s live shopping platform. The potential: live social shopping is already disrupting the global market, influencers are earning over $1 million monthly, and categories like beauty and apparel are leading the charge.
4. Iconic London with UGC
   • Challenge: Connect social media authenticity with e-commerce sales.
   • Solution: Integrated UGC into product displays and shopping experiences.
   • Result: 126% lift in conversions and increased time spent on site.

Gary Vaynerchuk predicts that live social shopping will disrupt traditional retail, media, and even Amazon. He calls it the “only thing Amazon should worry about”, signaling TikTok’s unmatched ability to command attention and drive sales.

He also claims that influencers and brands are already making over $1 million per month through TikTok Live shopping, with categories like T-shirts, vitamins, and beauty products dominating the space.

The Role of Influencers: Authenticity Meets Commerce

Social commerce thrives on authenticity, and influencers are its cornerstone. Whether through live shopping events or user-generated content (UGC), influencers bring relatability and trust to the shopping experience. Yet, the challenge lies in striking a balance between authenticity and commercialization, ensuring that influencer-driven campaigns feel organic rather than scripted.

In a two-hour live shopping session, Gary Vaynerchuk sold $40,000 worth of T-shirts on Whatnot, illustrating the immense potential of live social shopping to convert attention into revenue. According to Gary, a similar effort using traditional social media ads would have generated $300,000 in sales, proving the scalability and profitability of this model.

Social platforms like TikTok take an 8% commission per transaction, plus a 3% processing fee—creating an ecosystem where both platforms and brands stand to gain.

Social Search: The Rise of TikTok as a Discovery Engine

Gen Z is increasingly using social platforms like TikTok as search engines, bypassing Google entirely. This shift underscores the growing importance of social search in product discovery, where engaging content doubles as a marketing tool.

37.7% of marketers found platforms like YouTube’s Shopping Collections effective for direct sales, underscoring the growing importance of social search as a marketing tool.

Brands must optimize their TikTok content for visibility in this emerging discovery-first landscape. Use strategic keywords and trending hashtags to increase discoverability, ensuring your products and campaigns show up exactly where Gen Z starts their journey. Actually, everything you used to do in SEO, do also for Social Search Optimization, just more authentically, otherwise you won't survive. 

The Future of Shopping Is Social

Traditional retail can’t compete with the immediacy and engagement of social commerce. Platforms like TikTok aren’t just reshaping shopping experiences—they’re rewriting the rules entirely. For marketers, the message is clear: success in 2025 lies in adopting a social-first strategy that leverages AI, partnerships with influencers, and discovery-focused content.

The brands that win won’t just be present on social platforms—they’ll transform every interaction into an opportunity to connect and convert. The time to act is now. Are you ready to embrace the future of retail?

Why Micro-Influencers Are Reshaping the Future of Influencer Marketing

The reign of mega-influencers is giving way to micro- and nano-influencers—creators who embody the authenticity, trust, and relatability that today’s consumers demand. This shift is no longer just a trend; it’s a strategic pivot, with 43% of marketers increasing their use of micro- and nano-influencers as they recognize the unmatched potential for meaningful engagement.

Tech and AI Is Opening New Doors in Influencer Marketing

Historically, scalability has been the Achilles' heel of influencer marketing. Managing 1,000 influencers is a logistical nightmare that most brands simply couldn’t handle without blowing up their budgets on administrative tasks. From vetting creators to negotiating contracts, executing campaigns, and analyzing performance, the process was highly manual, slow, and prone to errors.

Because of these limitations, brands defaulted to mega-influencers. It was easier to coordinate with one big-name creator than juggle a large number of smaller influencers. The result? Campaigns that often lacked authenticity and connection with niche communities, as mega-influencers catered to broad audiences that didn’t always align with specific brand goals.

The game is changing in 2025, thanks to AI and advanced technology platforms that make scaling influencer marketing efforts not only possible but efficient. These advancements are empowering brands to tap into the massive potential of micro- and nano-influencers without being bogged down by operational challenges.

1. AI-Driven Influencer Discovery and Matching

Modern AI algorithms can sift through millions of influencer profiles across platforms like Instagram, TikTok, and YouTube, identifying the best matches for your campaign. These tools analyze metrics like engagement rates, audience demographics, content style, and even sentiment analysis, allowing brands to pinpoint influencers who align perfectly with their goals. Platforms like AspireIQ and Upfluence are leading this shift, enabling brands to build custom influencer lists in hours instead of weeks.

2. Automation of Campaign Management

From outreach to performance tracking, AI-powered platforms now automate many time-consuming aspects of campaign management. For example, tools like Traackr and GRIN streamline the onboarding process, help manage deliverables, and ensure payments are processed accurately. This frees up marketing teams to focus on strategy and creative input rather than administrative tasks.

3. Personalized Performance Analytics

Previously, tracking ROI for hundreds or thousands of influencers was overwhelming. Today’s AI analytics tools provide real-time insights into campaign performance, breaking down data at an individual influencer level. Metrics like engagement rates, conversion rates, and audience growth are now easier to monitor, enabling brands to optimize campaigns on the fly.

4. Programmatic Influencer Marketing

Programmatic platforms now allow brands to purchase influencer campaigns similarly to how they buy digital ads. These platforms integrate seamlessly with ad networks and social platforms, offering real-time bidding, campaign optimization, and audience targeting.

Why Micro-Influencers Outperform Mega-Influencers

Trust and Authenticity

Micro-influencers thrive because their audiences see them as peers, not polished celebrities. They foster intimate, community-based relationships, often sharing personal stories that resonate deeply with their followers. Unlike the glossy perfection of mega-influencers, micro-influencers embody authenticity, and that’s what audiences crave.

Dunkin’ Donuts “Sipping Is Believing” campaign leaned on micro- and nano-influencers in Philadelphia to promote their new espresso drinks. By showcasing relatable, localized content:

• Engagement rates soared to 26.1%, far surpassing industry averages.
• Authenticity-driven posts featuring local landmarks reinforced Dunkin’s community-first message, driving loyalty and improving ROI.

Higher Engagement Rates

Smaller audiences mean closer connections. Micro-influencers engage in two-way conversations, actively responding to comments and messages, which fosters a sense of belonging. Their engagement rates consistently outpace those of mega-influencers.
A niche account documenting the journey of a diabetic cat exemplifies this trend. By authentically engaging with a small but loyal community, Lucy the Diabetic Cat has driven brand collaborations that feel organic and deeply connected.

Cost-Effectiveness

Micro-influencers offer a budget-friendly alternative with a higher ROI. Instead of splurging on mega-influencers, brands can collaborate with several micro-influencers and achieve greater impact through cumulative engagement.

Glossier’s reliance on micro-influencers over traditional ads helped them establish a cult-like following. By leveraging user-generated content (UGC) and engaging smaller influencers, they achieved exponential growth, proving that authenticity trumps expensive reach.

Better Targeting Through Niche Audiences

Micro-influencers often cater to specific interests or industries, allowing brands to connect with hyper-targeted audiences. This precision makes campaigns not only more relevant but also more effective.
When launching Fenty Beauty, Rihanna prioritized micro-influencers from diverse communities to reflect the brand’s message of inclusivity. The campaign didn’t just sell products; it built a movement, with the brand surpassing $600 million in its first year. 

A Shift Toward Authenticity

The rise of micro- and nano-influencers marks a seismic shift in the marketing landscape. As influencer fatigue grows—52.1% of marketers report diminished returns from mega-influencers—brands are turning to smaller creators who authentically embody their values.

With 69.2% of marketers prioritizing alignment with brand values, the future of influencer marketing lies in campaigns that focus on trust, relatability, and storytelling.

Micro-influencers aren’t just a cost-saving measure—they’re the key to unlocking deeper engagement and loyalty in a market that demands authenticity like never before. If you’re not leveraging their power, you’re missing one of the most impactful opportunities of 2025.

In 2025, Will Your Brand Stand for Ethics or Sell Out?

The era of performative marketing is coming to an end. Consumers are demanding more from brands, holding them accountable for their claims and actions. In 2025, the defining question will be: does your brand truly stand for ethics, or is it merely posturing? From avoiding greenwashing to embracing diversity and protecting data privacy, the stakes for brands have never been higher. The shift toward authenticity, transparency, and purpose-driven strategies is no longer optional—it’s essential.

CSR gone wrong..

Take for example greenwashing—when brands exaggerate or falsify eco-friendly claims. It remains one of the fastest ways to alienate consumers. The infamous example of Delta Airlines (2023) illustrates this perfectly. Delta touted itself as “the world’s first carbon-neutral airline,” a claim heavily reliant on carbon offsets while still burning jet fuel. This backfired when lawsuits accused the company of misleading advertising, resulting in reputational damage and highlighting the need for stricter regulation in environmental claims.

Delta has long claimed to be “the world’s first carbon-neutral airline,” but one of its passengers says the claim is nothing but a greenwashing sham. https://t.co/543adzZMIJ pic.twitter.com/T6RBUcWJEF

— CBS News (@CBSNews) June 1, 2023

It's crucial nowadays to prioritize genuine sustainability. Consumers can see through superficial claims. Instead, back up statements with measurable actions, certifications, and consistent transparency.

Authenticity in Sustainability

Just check some of these stats:

• Environmental Activism: Over $140 million donated to environmental causes through their “1% for the Planet” commitment.
• Sustainability: Programs like Worn Wear encourage product repair and reuse, advocating for a circular economy.
• Storytelling Campaigns: Iconic campaigns such as "Don't Buy This Jacket" foster mindful consumption while paradoxically increasing sales by 8%.

Despite telling customers not to buy, Patagonia’s sales skyrocketed.

Patagonia’s revenue increased by 30% year-over-year, and the ad generated $10 million in sales.

Patagonia’s honesty resonated with its core audience. pic.twitter.com/3JB7wzmfHv

— Jeremy Kuo (@jeremykuoo) November 21, 2024

Data Privacy and Security: The Trust Factor

Steps every brand should take now:

• Implement robust data privacy frameworks and communicate clearly with consumers about how their data is used.
• Ensure compliance with privacy laws while providing opt-in choices to build trust.

Ben & Jerry’s brought their commitment to activism to life with their “Justice ReMix’d” flavor, a partnership with the Advancement Project. This limited-edition flavor wasn’t just a clever name—it was part of a larger campaign to highlight the urgent need for criminal justice reform. By using their product as a platform for advocacy, they turned every scoop into a conversation starter, reinforcing their values and inviting customers to join their mission for change.

The Future is Purpose-Driven

Ethics isn’t just a “nice-to-have” anymore—it’s the foundation for sustained brand success. By prioritizing genuine sustainability, safeguarding consumer trust, and fostering inclusivity, brands can navigate the challenges of 2025 while strengthening their consumer relationships.

As 39.7% of marketers highlight privacy and data security as their top challenges, and more than 69.2% of marketers prioritize alignment with brand values, one thing is clear: the brands that will thrive are those that embrace ethics, not those that merely sell out.

The time to act is now. Will your brand lead the charge for a better, more ethical future?

Zero-Click Search and the Cookieless Future: Navigating the New Marketing Landscape

Digital marketing is at a crossroads. The SEO strategies that once dominated the field are undergoing dramatic shifts, driven by zero-click searches, voice search, and the growing move toward a cookieless world. For marketers, this means rethinking how to capture attention and maintain engagement in an ecosystem where traditional clicks and cookies are becoming relics of the past.

Zero-Click Search: A Paradigm Shift

The rise of zero-click searches is reshaping user behavior on search engines like Google. According to a SparkToro study, 58.5% of US Google searches and 59.7% of EU searches end without a click, highlighting a monumental shift in how users interact with search engines.

Nearly 30% of clicks in the US go to Google-owned properties like YouTube, Maps, etc creating challenges for marketers aiming to drive traffic to external sites. Only 1% of all searches result in paid clicks, emphasizing the need for organic visibility on SERPs. As we mentioned earlier Rand Fishkin, has often via his company emphasized the need of building authority as a go-to-brand directly instead of via Google.

Rand Fishkin is almost never optimizing for clicks, but rather extremely good video content and LinkedIn posts, that allow him to build authority by educating instead of selling, in order to get followers to use his company SparkToro for everything SEO related. 

As we mentioned in the SEO section Google is rolling out many changes including AI Overviews. In May 2024, Google launched AI Overviews, appearing on 12.7% of queries. While initially promising, adoption rates fell below 15%, indicating that users remain wary of AI-generated summaries. However, their presence underscores the need for marketers to create content that thrives within Google's ecosystem. We believe that this will lead to much less Top of Funnel traffic getting lost, and marketers have to leverage channels in different ways such as making videos on top of funnel content that will create brands not just gain clicks. 

Cookies Persist: What Google’s Reversal Means for Marketers

The future of cookies is anything but simple. While Safari and Firefox have already kicked third-party cookies to the curb, Google recently hit the brakes on its plan to follow suit. Originally set to phase out cookies in Chrome by 2024, the company has now decided to keep them—at least for now—while it refines its Privacy Sandbox initiative. This decision reflects a delicate balancing act between privacy concerns, advertiser demands, and pressure from regulators like the UK’s Competition and Markets Authority.

But here’s the twist: users are about to take the reins. Chrome’s new features will give people the power to decide whether to allow cookies, shifting control directly into their hands. For brands, this isn’t just a challenge—it’s an opportunity. The more transparent you are about how you handle data and what consumers get in return, the more likely they’ll trust you enough to opt in. 

At the same time, the shift away from third-party cookies underscores the growing importance of first-party data. Brands that focus on building direct relationships with their audiences—through loyalty programs, email lists, and interactive experiences—will not only future-proof their strategies but also gain richer, more reliable insights.

It’s a chance to ditch the creepy, covert tracking and embrace a straightforward, trust-based approach. If you can show your audience that data-sharing equals real value—think personalized offers, smoother experiences, and better recommendations—you’ll be building relationships that outlast any cookie.

The Future of Marketing Is Everywhere: Why Cross-Channel Strategies Will Dominate in 2025

Gone are the days when marketing success depended on mastering a single channel. In 2025, thriving brands won’t just have a presence on multiple platforms—they’ll deliver seamless, unified experiences across every touchpoint. Cross-channel strategies have evolved from being "nice-to-have" to "non-negotiable," becoming the foundation of impactful marketing.

Why Cross-Channel Marketing Is the Future

Omnichannel marketing is not just about showing up everywhere—it’s about delivering consistency, personalization, and connections across every platform and interaction. Unlike multichannel marketing, which often operates in silos, omnichannel marketing creates a cohesive narrative, ensuring that the customer experience flows smoothly across digital and physical touchpoints.

For example, Disney’s omnichannel strategy integrates its website, theme parks, and apps into a unified ecosystem. Visitors can plan trips, track reservations, and even unlock hotel rooms with a single MagicBand. This seamless integration across touchpoints sets the gold standard for what modern consumers expect.

With 38.5% of marketers striving for moderate integration in multi-channel efforts and 34.6% already achieving seamless experiences, the momentum is clear: the future belongs to those who can master cross-channel marketing.

While multichannel marketing spreads a brand’s presence across platforms, it often lacks integration. This fragmented approach can lead to inconsistent messaging and disconnected experiences, leaving consumers frustrated. In contrast, omnichannel marketing prioritizes the individual customer journey, tailoring each interaction based on past behaviors and preferences.

Starbucks has redefined the customer experience with its Rewards App. Customers can reload their balance, order ahead, and earn rewards seamlessly across in-app, in-store, and online experiences. This real-time integration not only boosts convenience but also fosters loyalty, resulting in higher customer retention rates.

The Rise of Cross-Channel Marketing

The global market for MMHs is projected to grow at a CAGR of 17.7% through 2034. These platforms enable brands to unify their messaging across email, social media, mobile, and traditional platforms, ensuring consistency and scalability.

These platforms centralize messaging, data, and analytics, making it easier for brands to ensure consistency and scalability across email, social media, mobile, and traditional platforms. Leverage AI-powered MMHs to predict customer behavior, optimize touchpoints, and maximize ROI. For example, a retailer could use predictive analytics to trigger personalized SMS offers based on in-app browsing behavior.

Maintaining cohesive messaging across diverse touchpoints is a top challenge, with 41.6% of marketers identifying it as their biggest hurdle.

Take the M&M’s Super Bowl LV Campaign

It combined TV ads, social media teasers, and hashtags to drive engagement which maximized reach and maintained momentum through a mix of traditional and digital channels leading to a max-impact campaign. 

Seamless Integration Is the Future

Cross-channel marketing is more than just being everywhere—it’s about creating cohesive, meaningful experiences that resonate with consumers. As multi-channel strategies evolve into omnichannel and cross-channel efforts, the brands that succeed will be those that adapt their messaging, invest in AI, and collaborate with authentic creators to create unforgettable journeys.

Our Final Thoughts

2025 isn’t just another year. It’s a turning point—a moment when marketers are called to redefine their craft. The rules we’ve lived by are crumbling. AI isn’t here to make us obsolete; it’s here to make us limitless, liberating us to connect, create, and inspire at levels we’ve only dreamed of.

But let’s be honest: marketing today feels mechanical, transactional. It’s time we moved beyond campaigns designed to chase metrics and embraced strategies designed to create movements. Movements that speak to the hearts and minds of real people, with stories that aren’t just data-driven but deeply human.

The Average Is Dead

The problem with marketing today? It’s too safe. Too predictable. And in 2025, safe is a risk you can’t afford. This is the year to stop doing what everyone else is doing. The year to stop obsessing over average results from average strategies and start creating work that stands out.

Let’s be bold:

• Stop relying on basic performance metrics as your north star.
• Stop thinking of content as a box to check.
• Stop pretending another listicle, another generic ad, or another SEO keyword-stuffed blog post will make a difference.

Instead, start chasing the extraordinary.

Gen Z, especially, won’t tolerate mediocrity. They’re hyper-aware, authenticity-obsessed, and deeply engaged with brands that challenge norms and lead with purpose. If you don’t resonate with their values, their attention will vanish faster than you can say, “Our metrics look good this quarter.”

It’s Time to Be Exceptional

The younger generations—particularly Gen Z—are rewriting the rulebook for how brands earn loyalty. They don’t care about your carefully crafted PR message; they care about how you show up when it matters. They’re not impressed by ads—they’re impressed by actions.

Want to win their trust in 2025? Then show them you’re more than another voice in the noise:

• Build campaigns that make them feel something real.
• Be unapologetically bold in tackling social and environmental issues.
• Turn your brand into a storyteller, not just a seller.

And most importantly, don’t try to blend in—dare to stand out.

The Moment of Truth

Here’s the harsh truth: the tools to succeed have never been more accessible. AI, data, platforms—it’s all there. The real challenge isn’t the tools; it’s the vision.

2025 will separate those who keep doing what’s easy from those who do what’s essential. The leaders will be the ones who refuse to settle for the status quo, who dare to push boundaries, and who refuse to compromise on creativity, connection, and authenticity.

This isn’t just another year of digital marketing. It’s the beginning of a new era. The question is: will you rise to the challenge?

Conclusion: A Call to Action

The world doesn’t need more content—it needs better stories. It doesn’t need more marketers playing it safe—it needs more marketers who dare to take risks.

So let’s stop chasing trends and start leading them. Let’s stop creating content that fills space and start creating content that fills hearts. And let’s stop being average, because in 2025, average will be invisible.

About the Author

Djanan Kasumovic

Writer

Djanan Kasumovic, Head of Growth at Influencer Marketing Hub, drives innovation in digital marketing with expertise in AI marketing and AI influencer strategies. He is directly involved in shaping content strategies for top clients like Viral Nation, NeoReach, Brandwatch, and more, blending creative flair with data-driven insights to ensure people not only enjoy the content but leave a little smarter.