Each time I feel I’ve this entire advertising and marketing factor all the way down to a science, one thing adjustments within the blink of a watch. And in case you‘re a marketer like myself, you’ve most likely skilled the identical feeling of whiplash as advertising and marketing traits proceed to shift.
Maintaining with the newest advertising and marketing traits isn’t all the time simple. However to reach the fast-paced advertising and marketing world and keep relevance along with your viewers, it is important to remain forward of them.
Thankfully, I gathered all the knowledge you want on the newest advertising and marketing traits — straight from business specialists and HubSpot’s survey of 1,400+ international advertising and marketing professionals — and crafted this information only for you.
Let’s take a deep dive into advertising and marketing traits for 2024, lets?
Desk of Contents
The Advertising Developments of 2025 (Highlights)
- Manufacturers will focus closely on youthful audiences, Gen-Z and Millennials.
- Model-led advertising and marketing will see a resurgence, with a deal with model values.
- Visible storytelling will dominate.
- It‘s the area of interest influencer’s time to shine.
- Information, knowledge, knowledge!
1. Manufacturers will focus closely on youthful audiences, primarily Gen-Z and Millennials.
Our survey reveals entrepreneurs are narrowing their scope to Gen-Z and Millennial shoppers and are shifting virtually fully away from Boomer and Gen X. Particularly, the share of entrepreneurs sustaining their deal with Gen-Z and Millennials has remained about the identical, however the percentages targeted on Boomers and Gen-Z have plummeted.
In 2023, 67% of entrepreneurs had been attempting to achieve Gen X, however by the tip of 2024, that quantity dropped 41%. For Boomers, the quantity dropped from 27% to 19%.
This shift in priorities is probably going as a result of Gen Z is projected to see the quickest development in spending energy. Many specialists estimate the technology will add virtually $9 trillion in international spending—greater than another technology.
2. Model-led advertising and marketing will see a resurgence, with a deal with model values.
Our newest Shopper Developments Report discovered that 82% of consumers desire to purchase from manufacturers that share their values. That is very true for Gen Z, which can be identified to assist manufacturers selling authenticity.
So, it is sensible that as manufacturers goal youthful Gen Z shoppers, firms will shift to brand-led advertising and marketing that focuses on selling the model’s missions, values, and beliefs.
(Psst: Subscribe to Masters in Advertising e-newsletter for weekly insights from high manufacturers. Plus, for one week solely, 100 readers can win our limited Kit!)
Actually, our Advertising Developments survey discovered that over a fifth of responding entrepreneurs (21%) will discover value-driven branded content material in 2025.
One among my favourite examples of this comes from Nike. In considered one of its newest adverts, Nike highlighted its assist of girls‘s sports activities and athletes. Girls’s sports activities are seeing an enormous growth in reputation currently, however misogyny, sexism, and discrimination are nonetheless hurdles athletes within the business need to navigate.
The Nike advert beneath highlights a number of iconic feminine athletes and the model’s dedication to supporting them by offering high-quality attire.
For those who’re struggling to seek out content material concepts related to your model, you need to use instruments like HubSpot’s Blog Ideas Generator to kickstart your creativity.
Merely sort in a number of particulars about your model, viewers, and content material, then select a title that resonates with you probably the most. You may as well take it a step additional and generate outlines or weblog posts that encapsulate your model’s tone of voice.
3. Visible storytelling will dominate.
Final 12 months, I stated short-form movies would proceed to rule, and this stays true: Most entrepreneurs (21%) report that the medium delivers the best ROI.
“Video creates a deeper connection along with your potential buyer base, and it’s simple for manufacturers to repurpose video content material into podcasts and text-based content material,” Neil Patel, CMO and Co-Founding father of NP Digital, says.
However short-form movies aren’t the one visible medium entrepreneurs will flock to in 2025. Put together to see an increase in additional visible media, corresponding to stay streams and pictures. In keeping with practically 30% of entrepreneurs in our survey, photos are the second most used format by entrepreneurs, behind short-form movies.
Our survey additionally reveals that short-form movies, photos, and stay streams are the highest three codecs that ship the best ROI.
Out of the large three, I‘m the least shocked about live-streaming’s reputation amongst entrepreneurs. Dwell-stream procuring, or stay procuring, has turn out to be fairly well-liked over the previous few years, with 47% of Gen Z consumers in each the US and UK having made a purchase order from stay stream.
4. It‘s the area of interest influencer’s time to shine.
I can‘t scroll by social media with out seeing influencers selling every kind of merchandise, and I don’t see this pattern slowing down in 2025. Final, 84% of entrepreneurs in our survey stated they might enhance their funding in influencer advertising and marketing in 2024.
In 2024, entrepreneurs nonetheless plan to leverage influencer advertising and marketing. Nevertheless, this time, there shall be a critical deal with micro and nano influencers. Micro influencers are influencers with 10,000-99,999 subscribers, and nano influencers have 1,000-9,999 subscribers.
That is largely as a result of smaller influencers usually have extra engaged audiences, and in 2024, most entrepreneurs reported seeing probably the most success with micro (44%) and nano influencers (22%).
5. Information, knowledge, knowledge!
In 2024, entrepreneurs and types confronted a substantial headwind when it got here to accumulating knowledge to tell their methods. These challenges stemmed from the EU‘s Basic Information Safety Regulation and upgrades from Google and Apple, which all imply to offer shoppers extra energy over their knowledge and the way it’s being shared.
These adjustments are nice for the buyer however current trickier waters for manufacturers to navigate. So, it is no shock that entrepreneurs in our newest survey say elevated knowledge rules are among the many high knowledge challenges dealing with entrepreneurs, similar to final 12 months.
These elevated rules result in one other high concern being poor knowledge high quality, plus 20% of entrepreneurs say shoppers stay much less trusting with their private knowledge.
However, knowledge remains to be essential in crafting profitable advertising and marketing methods and connecting to a audience. Actually, 30% of entrepreneurs in our survey say knowledge helps them perceive which advertising and marketing methods are only.
Right here‘s my suggestion: To navigate these adjustments successfully, entrepreneurs want sturdy analytics instruments that may present priceless insights with out relying closely on third-party knowledge. HubSpot’s Marketing Analytics & Dashboard software program affords an easy-to-use answer, permitting companies to trace efficiency, analyze traits, and make data-driven selections.
The High Content material Advertising Development
A minimum of 47% of buyers view three to 5 items of content material earlier than participating with a gross sales rep, and most anticipate manufacturers to create content material to realize their curiosity. That is why manufacturers worldwide have solely grown their investments in content material advertising and marketing.
However what content material methods are manufacturers investing in? Beneath are only a few traits you may need to comply with in 2025.
6. Entrepreneurs will leverage AI to maintain up with rising content material wants.
After all, I might be a idiot to exclude the enormous waves synthetic intelligence made in 2024 and the adjustments it would herald 2025. “Final 12 months, 88% of entrepreneurs deliberate on investing the identical quantity or extra into leveraging AI in 2024.
In 2025, entrepreneurs are focused on utilizing AI to streamline content material creation. Our survey discovered that 43% of entrepreneurs use AI to write down copy, create photos, and get new concepts.
This builds upon our findings from 2024 when 88% of entrepreneurs in our survey stated they deliberate on investing in AI. Although there are considerations surrounding using AI, in order for you your organization to stay aggressive in 2025 and sustain with demand, you‘ll doubtless need to look into leveraging completely different AI instruments in case you haven’t already.
Lately, I tried using AI to create a TikTok video, and it was surprisingly fast and simple. So, I‘d say it’s price a shot.
Featured Assets
The High Social Media Advertising Development
Within the U.S. alone, 90% of the population actively makes use of social media.
For this reason social media advertising and marketing is a well-liked channel that is turn out to be part of virtually each enterprise’s higher advertising and marketing technique.
Social media advertising and marketing means that you can authentically join along with your viewers on a private stage, humanizing your model.
7. Promoting on social media shall be much more normalized.
Many social media platforms are vying to turn out to be the subsequent go-to procuring vacation spot. Instagram has Instagram Procuring; Fb has Fb Retailers; and TikTok is testing new e-commerce and partnership options.
This shift is already impacting client procuring habits. As an example, our State of Shopper Developments survey discovered that 40% of Gen Z-ers (18-24) have found new merchandise on social media up to now 3 months.
Moreover, the majority of Gen Zers in our survey (48%) stated they’d wish to find out about a product by a short-form video like a TikTok or Reel.
Featured Assets
Use Advertising Developments to Develop Higher
You’re in control… for now. And, so long as you’re maintaining a thumb on the heart beat of selling traits — and all the time stay open to vary — what you are promoting will not fall behind.
However in case you‘re feeling overwhelmed by the thought of maintaining with all these insights, don’t fear.
The HubSpot Weblog shall be publishing common Advertising Technique analysis items with knowledge from a whole bunch of selling professionals within the coming months and can proceed to replace this publish as new traits emerge.
Editor’s be aware: This publish was initially printed in August 2019 and was up to date in March 2025 with up to date HubSpot Weblog traits knowledge.
