By Jay Bemis | Advertising Systems Inc.
Trends stories abound at the start of a new year, and for the marketing and advertising industries, what’s happening in the world of artificial intelligence is still trending as we turn our calendar pages from 2024 to 2025.
Also continuing to trend from recent years into 2025, though, is the world of video and what its possibilities can reap for marketers and advertisers,
Thus, the folks at Forbes identify a top trend they foresee for 2025 as “Visual Content Will Remain a Dominant Force.”
“Visual content — especially video — continues to remain king when it comes to consumer engagement,” the Forbes Agency Council says in its 2025 trends post, “5 Trends That Will Influence the Marketing Industry in 2025.”
“Platforms such as TikTok and Instagram Reels are fueling the popularity of short-form videos, which are highly effective in capturing and retaining user attention,” Forbes notes.
“About 62% of consumers have watched videos to learn more about brands, discover how their products or services work, and identify benefits they might not have learned about in the text-based description.”
Authoring the trends post was Jessica Hawthorne-Castro, a Forbes Agency Council member whose day job is CEO of Hawthorne, a technology-based ad agency that specializes in analytics and brand campaigns.
Her advice for those marketers and advertisers who want to see just how kingly their video content and video marketing efforts can be?
She says consider boosting your video-production capabilities and focus on authentic, informative videos that align with consumer preferences.
“Video content that delivers quick, engaging and valuable insights will help your brand stay visible and relevant in crowded digital spaces,” Hawthorne-Castro says.
AI-driven video editing can assist brands in producing personalized content that caters to individual consumer preferences more efficiently and at a lower cost, she adds.
But as what seems customary when anyone’s talking about AI, she raises a bit of caution. “On the other hand, relying solely on AI tools for video creation may reduce authenticity, which can affect brand trust, so make sure you find the right balance between AI and human effort.”
UGC: A Way to Build Your Brand’s Trust
Speaking of human effort, there’s plenty of that involved in Forbes’ second top trend for 2025, “UGC Will Enhance Brand Authenticity.”
Hawthorne-Castro says user-generated content, or UGC, has become a key asset for building brand trust.
“Consumers increasingly look to peers for genuine product evaluations, with 99.9% of consumers reading reviews before making an online purchase. With this in mind, consider UGC not just as a tool for engagement but as an authentic storytelling engine that creates a deeper connection with your consumers and builds trust.
“By featuring customer reviews and encouraging social media shares, you can strengthen connections with consumers and cultivate a loyal customer base by making users part of your brand’s story.”
AI-Powered Personalization Will Be a Driving Force
Also during 2025, “AI, specifically generative AI, will likely play a transformative role in delivering hyper-personalized marketing experiences, moving beyond simple segmentation,” Hawthorne-Castro says. “This will allow you to tailor content to each person’s preferences, habits and buying patterns.”
This level of personalization, she says, can deepen customer relationships and drive business growth by making marketing messages feel tailored and timely. “As more brands adopt generative AI, they will have new tools for reaching customers in more meaningful and relevant ways.”
But, alas, there’s this AI-cautionary note: “The challenge with AI-driven personalization is acquiring significant amounts of consumer data without overstepping on privacy. You must carefully navigate this challenge to avoid breaking consumer trust.”
Other Trends That Forbes Foresees
Also in 2025:
- Integration of Advanced Analytics to Expand
AI’s integration into marketing technology is evolving beyond ad placements, especially in programmatic advertising, according to Hawthorne-Castro.
“This transformation has added sophistication and smart targeting to customers, and it is no longer just about automating ad placements … AI now facilitates deeper insights into campaign paths, including conversion or acquisition tracking, lifetime value optimizations and cross-channel loyalty programs.”
The AI-cautionary note here:
While AI may improve efficiency, “It may overlook or misconceive emerging consumer trends and broader market shifts that humans understand based on context.”
- Adoption of Zero-, First-Party Data to Increase
“As data privacy regulations tighten and third-party cookies phase out, marketers are pivoting to first- and zero-party data collection,” Hawthorne-Castro says. “Customer interactions, voluntary surveys and loyalty programs will be critical to create substantial, compliant marketing strategies.”
She notes that consumers are increasingly becoming more concerned about privacy.
“This means you must prioritize transparency and consent. By following simple privacy rules, you can continue to leverage customer insight in ways that build trust while still personalizing customer experiences.”
