Top Marketing Channels in 2025 — Here’s What Your Team Needs to Master [Data]

From short-form movies to website positioning to influencer advertising, right this moment’s entrepreneurs have extra advertising channels to select from than ever earlier than.

On the subject of figuring out which channels to give attention to, all of it comes right down to your particular firm, product, and goal market. However I do know firsthand how useful it’s to see how your fellow entrepreneurs are navigating the evolving panorama.

That’s why I’m excited that the HubSpot group surveyed over 1,700 B2B and B2C entrepreneurs to discover probably the most used advertising channels.

Beneath, I’ll share the highest advertising channels recognized in that survey. I’ll additionally focus on how these channels may help amplify your attain and the way actual entrepreneurs are planning to implement them into their 2025 methods.

Desk of Contents

Over 70% of B2B and B2C marketers plan to focus on Millennials in 2025, adopted by Gen Z at over 30%. In the meantime, entrepreneurs’ curiosity in reaching Gen X and Child Boomer audiences is down 30%.

On the subject of how entrepreneurs plan to achieve these decision-makers, our survey discovered that the channels seeing elevated funding in 2025 are:

• Model consciousness.
• Web site/weblog/website positioning.
• Paid social media content material.
• Natural social media content material.
• Video advertising.

Of entrepreneurs, 92% plan to keep up or enhance investments in model consciousness in 2025, making it the highest advertising channel throughout the board. Moreover, 13% of entrepreneurs plan to spend money on model consciousness for the primary time in 2025.

Model-led advertising campaigns have gotten a high precedence as customers search authenticity. Entrepreneurs plan to make use of brand-led campaigns to speak their model values, similar to social accountability.

I’m not stunned by this response, on condition that 65% of marketers reported that addressing social points in advertising campaigns in 2024 was efficient for his or her model.

The highest B2B advertising channels that resulted in one of the best ROI in 2024 have been:

• Web site, weblog, and website positioning.
• Paid social media content material.
• Social media procuring instruments.

In my view, one of the crucial attention-grabbing findings from the HubSpot survey is that each B2B and B2C entrepreneurs are leveraging visible content material over text-heavy content material.

As a B2B marketer and author, I’m personally drawn to textual content content material like weblog posts. However I can’t deny the influence of visible storytelling. Consideration as of late is proscribed, so it is sensible for each business-facing and consumer-facing companies to make use of robust visuals to seize their viewers’s consideration.

The content material codecs that B2B entrepreneurs are utilizing most are short-form video (30%) and pictures (29%), adopted by interviews (24%) and weblog posts (23%).

With rising content material wants, particularly on the visible facet, entrepreneurs are turning to AI instruments to assist them generate extra content material. One in four marketers plan to leverage utilizing AI to show textual content into multimedia campaigns.

Furthermore, the survey discovered that there’s nonetheless a studying curve that comes with AI for B2B and B2C entrepreneurs alike. Entrepreneurs are reporting that they really feel overwhelmed by the concept of incorporating AI into their advertising methods and workflows, with lower than half saying they’ve a transparent understanding of methods to use AI of their advertising technique.

On the subject of social media channels, the information exhibits that LinkedIn is a extra necessary platform for B2B manufacturers than B2C, with B2B entrepreneurs considerably extra prone to report investing on this platform.

Lastly, the highest advertising methods that B2B entrepreneurs are turning to in 2025 are:

• Utilizing AI to show textual content into multimedia campaigns.
• Utilizing AI-powered reporting instruments to judge the ROI of campaigns.
• Automating advertising technique and execution with AI.
• Creating content material that displays your model’s values.
• Character-led content material, creators, and genuine engagement.

Like B2B, the highest content material format for B2C advertising was short-form video. Of B2C entrepreneurs, 30% say they use short-form video as a part of their content material technique. In comparison with B2B entrepreneurs, B2C entrepreneurs included extra user-generated content material (UGC) and stay streaming of their content material.

B2C entrepreneurs are additionally prioritizing authenticity of their advertising in 2025 and can probably use social media channels to take action.

HubSpot’s survey supplied additional assist for the significance of social media, discovering that B2C manufacturers are planning to spend money on Fb, Instagram, YouTube, and TikTok in 2025.

Lastly, the highest B2C advertising methods for 2025 are:

• Person-generated content material.
• Creating content material that displays your model’s values.
• Leveraging AI to show textual content into multimedia campaigns.
• Utilizing social media DMs (direct messages) for customer support.
• Utilizing AI-powered reporting instruments to judge the ROI of campaigns.

The HubSpot survey discovered that buyers are searching for much more authenticity than ever earlier than, and I feel entrepreneurs will meet that expectation with brand-led social content material and elevated partnerships with content material creators.

The truth is, advertising leaders are prioritizing hiring for social media, artistic, and content material roles in 2025.

The highest advertising function that leaders are making a recruiting precedence in 2025 is a social media coordinator. Different top-priority roles embody a content material creator and social media strategist.

In line with HubSpot’s survey of selling professionals, the highest performing content material format in 2024 was short-form video. This factors to the influence of social media — one that can proceed to develop in 2025.

The highest social channels for 2025 are YouTube, Instagram, and TikTok. These channels make sense to me on condition that all of them provide alternatives for short-form video.

That being mentioned, there are loads of completely different sorts of movies. Concerning advertising, short-form content material takes the cake for each B2B and B2C entrepreneurs.

21% of entrepreneurs say that short-form video delivers the best ROI in comparison with different visible content material codecs.

Curiously, the advertising channels seeing elevated funding in 2025 are YouTube (30%), adopted by Instagram (29%), and TikTok (28%). All three channels permit entrepreneurs to train their short-form video abilities, so it is sensible that they’re focusing their time and sources there within the yr to return.

I used to be curious why entrepreneurs imagine short-form video is efficient, and Jay Kallman, Founding father of Revvy Marketing, describes it like this:

“Let’s be trustworthy, consideration spans are brief, and customers reply to the form of stimulus that feels private and relatable,” she says. “Individuals need to really feel seen and understood, and short-form video is participating, actual, and confirmed to work.”

Going into 2025, Kallman plans to lean additional into short-form video to construct consciousness, belief, and genuine connections.

“You’ll see us exhibiting up on platforms like LinkedIn in ways in which really feel approachable and actual,” she says. “We’re additionally encouraging our purchasers to ditch overly polished movies — customers don’t want ‘excellent,’ they want genuine.”

I requested Nicole Ponce Sanchez, Influencer Advertising and marketing Group Lead at Semrush, how influencer advertising is affecting the B2B area.

“The Martech influencer area is altering, and the fact of the panorama is that each customers and types are getting smarter,” she says. “Manufacturers at the moment are searching for influencers who create participating, significant content material that drives actual outcomes — not simply leisure for the sake of it.”

She provides, “In 2025, entrepreneurs will give attention to genuine storytelling and constructing communities. We’re seeing an enormous rise in nano-influencers, which is sensible as they’re usually extra inexpensive and have deeper connections with their audiences.”

Kallman supplied an analogous sentiment once I requested about utilizing influencer advertising as a channel:

“For 2025, I’d say lean into area of interest and native influencers who align along with your model values,” she says. “They may help construct belief, foster connections, and expose your model to the fitting individuals. On the finish of the day, belief goes to be what wins in 2025, and micro-influencers are the proper bridge to get there.”

Nearly half of each B2B and B2C entrepreneurs report their net visitors has elevated on account of customers utilizing AI for search.

Moreover, HubSpot’s survey discovered that 15% of entrepreneurs are rising their funding in website positioning in 2025, and 19% plan to construct an website positioning technique for generative AI in search.

Living proof: Ksenia Busheva, Co-Founder and CMO at Pronounce AI, shared with me that in 2025, her group plans on investing in creating high-quality web site and weblog content material to drive natural visitors — a method that’s confirmed to work properly for the startup.

“In 2025, our natural visitors technique is turning into much more attention-grabbing,” says Busheva. “Now, we’re not simply competing with different web sites for Google search rankings, however we additionally must optimize for AI search outcomes.”

She provides, “We’re optimizing our web site and weblog for the Bing search engine, as this may help us seem as a supply on ChatGPT. To successfully rank in AI search outcomes, we’re updating outdated articles, implementing higher knowledge markups, and including FAQ/QA blocks. The website positioning recreation is altering, and now is a good time to implement new methods.”

In 2024, podcast listening reached an all-time excessive. Analysis by Edison discovered that 100 million Americans take heed to podcasts weekly.

Audio content material is in excessive demand, so for a lot of manufacturers, podcasts is usually a nice platform to achieve bigger audiences.

The HubSpot survey discovered that 91% of entrepreneurs plan to keep up or enhance their investments in podcasts and audio content material in 2025.

It’s simple to see the attraction of podcasts, particularly for a enterprise. Podcast hosts assist reveal the human facet of your corporation whereas additionally serving as brand-specific influencers.

As well as, as a result of individuals can take heed to podcasts passively whereas doing different issues, this may be a wonderful channel for reaching individuals throughout their morning commutes, strolling their canine, or cleansing the home.

Featured Useful resource: How To Start a Podcast For Your Business

Podcasts will also be compelling as a result of the human mind is programmed to crave, search out, and reply to a well-crafted story.

The audio medium will be a wonderful alternative to inform a compelling story, capturing your viewers’s consideration whereas making your model extra personable.