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Marketing and advertising in 2025 are poised for another transformative year, driven by advances in artificial intelligence, data privacy initiatives and an increasingly immersive digital landscape. From social-first strategies that reshape audience engagement to predictive SEO and AI-enhanced user experiences, brands will need to adapt to stay ahead.
Our team of experts is here to help you navigate these pivotal shifts, providing insights and strategies to elevate your brand’s impact in 2025.
Patrick McCoy
Associate Director, Social Media Production
About Patrick: Patrick specializes in social media production, combining on-the-ground social coverage expertise with strong content creation skills to drive results. His collaborative approach ensures brands stay ahead in a rapidly changing landscape.
Social-First Strategy Takes Center Stage: In 2025, a social-first approach is essential, as brands create content optimized for each platform’s nuances. Expect to see content that is highly interactive, engaging and shareable, aligning directly with user behavior on each social channel. Brands embracing this strategy will create personalized, engaging social experiences, drawing audiences through content tailored specifically to platform expectations and user intent.
Social Trends Over Content Themes: As social media trends move quickly, brands will increasingly pivot from rigid content themes to real-time, trend-responsive content. This approach allows social teams to respond to emerging conversations, creating fresh and timely content that resonates with audiences’ immediate interests and is ready for rapid deployment.
Boosting Top-Performing Organic Content: Paid budgets will increasingly support high-performing organic content, allowing brands to double down on what already resonates with audiences. By shifting ad spend to boost organic posts with proven engagement, brands will see improved cost-per-result metrics and higher overall engagement on their social content.
Mirroring Followers’ Content: Social media in 2025 will favor relatable, unpolished content that mirrors how followers communicate online. Brands adopting a conversational, less formal style, complete with emojis and misspellings, will create a sense of familiarity and authenticity, bridging the gap between brand and follower.
Product-Free Social Media: As consumers seek more genuine connections with brands, content will increasingly shift away from product promotion toward mission-driven and values-based storytelling. Brands can forge stronger relationships with audiences by focusing on purpose, community and company values, moving away from traditional product pushes to content that reflects brand ethics, inclusivity and positive social impact.
Embrace the Weird: In a crowded social space, unconventional content is cutting through the noise. Brands are embracing quirky, humorous and even surreal elements to stand out, creating memorable experiences that spark curiosity and discussion. From playful memes to unexpected collaborations, brands using humor and offbeat storytelling to engage audiences will find success in an oversaturated digital landscape.
TikTok’s Uncertain Future: With ongoing legal and political scrutiny, TikTok’s future, including a potential U.S. ban, remains uncertain in 2025. Social media strategists must prepare for multiple outcomes, from continued growth to possible restrictions in major markets like the U.S. Brands should develop contingency plans, redistributing TikTok audiences to platforms like Instagram Reels and YouTube Shorts. Navigating these potential shifts with agility and adaptability will be crucial to sustaining engagement and reach across social media.
AI-Integrated Platforms: As platforms integrate AI, new opportunities for brands will emerge. AI-generated content creation tools, AR/VR filters, and enhanced personalization options will continue to transform user engagement in 2025. By embracing these tools, brands can streamline production and create immersive experiences that foster deeper connections with their audiences.
Proactive Community Management: In 2025, brands will shift from reactive to proactive community management, investing in engaging audiences through comments on trending content, initiating conversations and showcasing user-generated content. This proactive approach to community engagement can lead to organic growth and strengthen brand loyalty.
See how our expertise in social media can elevate your brand’s engagement in 2025. Contact us today.
Michael Hrizuk
Creative Director, Lead Photographer
About Michael: Michael is responsible for creating content from the beginning stages of creative development to the ending stages of execution and finalization. He leads all content and photo production aspects, including prop styling, lighting control, still and motion camera operation, digital tech, producing, directing, image editing, color correction and photo retouching.
Authenticity and Realness: Photography that captures unfiltered, candid moments will resonate with audiences seeking realism. By focusing on genuine, everyday experiences and avoiding over-staged poses, brands can create meaningful connections with audiences. Embracing documentary-style photography that emphasizes storytelling over perfection will highlight relatable, impactful narratives, building lasting audience loyalty.
Natural Light: With the growing appeal of natural, organic visuals, photographers will increasingly use natural light to capture authenticity in images. This approach minimizes post-processing and allows the subject’s true essence to shine, creating warmth and realism that resonates with viewers.
Documentary Style: Audiences appreciate stories told through visual narratives that mirror real life. In 2025, brands will leverage documentary-style photography to create immersive, relatable experiences, focusing on the broader context surrounding their subjects.
Minimal Editing: Less is more when it comes to editing. Expect brands to avoid heavy filtering and retouching in 2025, focusing instead on preserving the natural look of each image. This trend aligns with consumer demand for transparency and genuine, unaltered visuals.
Diverse and Inclusive Representation: Diversity in media representation will continue to grow, reflecting a broader range of voices and experiences. Casting inclusive talent and assembling diverse creative teams provides a more authentic portrayal of diverse cultures and identities. This commitment to inclusivity will foster even stronger connections with audiences and position brands as leaders in socially responsible media practices.
Sustainable and Eco-Friendly Practices: As environmental consciousness grows; brands will prioritize sustainable practices in photo and video production. From eco-friendly locations and minimal set design to waste reduction on set, photographers and brands alike are shifting toward lower-impact shoots. Sustainable choices help companies align with consumer values and demonstrate environmental responsibility, resonating deeply with modern audiences.
Contact us today to see how our creative direction can bring authenticity to your brand’s story.
Patti Mulligan
Director of Digital Experience
About Patti: Patti leads digital experience strategy, specializing in streamlining UX, development and quality control workflows through innovative tech solutions.
Monitoring and Performance Testing: In 2025, brands will leverage advanced AI tools to proactively address performance issues before they impact users. This predictive approach to monitoring resource usage, responsiveness and load times is poised to become a standard in ensuring smooth, high-quality user interactions. Expect seamless digital experiences as brands adopt this forward-looking, satisfaction-focused strategy to prevent disruptions.
Automated Testing: Automated testing will redefine quality assurance, with platforms like BrowserStack using AI to streamline previously manual tasks and accelerate deployments. By allowing repetitive testing to be handled automatically, brands are shifting resources toward higher-priority projects. As automated testing becomes essential, brands will deliver more reliable digital experiences that minimize errors and optimize functionality.
Penetration Testing: Cybersecurity strategies are evolving as brands integrate AI-driven penetration testing to stay ahead of digital threats. In 2025, expect more brands to implement proactive AI security assessments that simulate cyber-attacks, quickly identifying and addressing vulnerabilities. Regular, AI-powered security checks will establish robust digital protections, bolstering consumer trust and safeguarding data integrity.
User Testing: AI-driven user testing will reach new depths in 2025, as brands analyze behavior patterns through heat maps, click tracking and usability insights. These advanced tools help brands pinpoint friction points, streamline user flows and refine experiences to be more intuitive and satisfying. By acting on these insights, brands will anticipate and exceed user expectations with more user-friendly digital journeys.
AI-Enhanced Workflows: AI is set to transform digital workflows, from creative development to quality control, allowing brands to work faster and more intelligently. Automation of repetitive tasks, real-time optimization suggestions and continuous insights will empower teams to deliver consistent, high-quality user experiences. As brands adopt these AI enhancements, they’ll achieve heightened levels of efficiency and productivity.
Contact us today to see how we can elevate your brand’s digital experience.
Cory Hedgepeth
Senior SEO Specialist
About Cory: Cory specializes in data-driven SEO, using his extensive expertise in search engine optimization to maximize brand visibility and engagement.
Predictive SEO: For years, SEO has remained somewhat mysterious due to Google’s opaque algorithm, which shields search mechanics from manipulation by bad actors. However, with AI, predictive SEO is now possible, bridging the gap between algorithmic opacity and proactive trend forecasting. AI-driven tools can now process massive datasets from keyword platforms like SEMRush or Ahrefs, identifying steady increases in niche or long-tail search terms. By recognizing these trends early, businesses can optimize content strategies before competition peaks, positioning themselves for higher visibility and engagement in emerging areas.
Authenticity and Expertise: With AI-generated content becoming more common, the demand for authentic, human-driven content is rising. Authenticity in marketing goes beyond buzzwords; it differentiates brands in an era where AI can rapidly produce content at scale. As Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness and Trustworthiness) prioritize authentic content, brands must showcase real-world expertise and unique insights. SEOs will benefit from adopting a holistic approach, involving clients closely in content creation to capture valuable on-the-ground insights that resonate with users and align with search algorithms.
Alternative Search Engines: With the rise of AI-powered engines like SearchGPT, the search landscape is seeing major shifts. These new engines, blending conversational AI with traditional queries, streamline responses, sometimes prioritizing direct answers over source visibility. For brands, this means adapting SEO to appeal to these platforms, focusing on unique, engaging content that fosters deeper engagement and stands out from basic responses. As AI-driven engines gain traction, prioritizing click-worthy, informative content will be essential for maintaining visibility across platforms.
Get in touch to discover how our SEO strategies can elevate your brand’s digital visibility and drive sustainable results.
Jenny Brenner
Group Director, Digital Strategy + CRM Solutions
About Jenny: Jenny leads MarTech strategy with a focus on CRM solutions that cultivate strong, data-driven customer relationships.
Technology Expansion + Growth: The MarTech ecosystem is expanding rapidly, fueled by the rise of AI-powered solutions. New tools are enhancing existing categories and creating new ones, allowing brands to streamline and reimagine data management and application. In 2025, brands will prioritize technologies that allow for seamless integration across systems, enabling marketers to expand and deepen their understanding of consumer behavior and orchestrate unified campaigns across digital ecosystems.
Increased Emphasis on Data Privacy: Data privacy will remain a top concern for key consumer groups. Brands that deliver privacy-focused, transparent practices will build trust and reinforce brand loyalty among data-conscious consumers. This trend, in parallel with third-party cookies phasing out, will push brands to even further collect and leverage first-party data. By prioritizing data ownership and investing in identity resolution solutions, brands can maintain meaningful engagement without relying as heavily on external data sources.
Even More Mobile: Mobile engagement is at an all-time high, particularly with younger audiences like Gen Z. 2025 will see more MarTech solution providers focused on delivering engaging, responsive mobile experiences that resonate. SMS will also likely take on greater significance in channel mix and marketing automation programming, providing low-barrier-to-entry ways to connect with customers as brands evolve their efforts in mobile.
Reach out to see how our MarTech expertise can advance your brand’s digital efforts.
Pamela Pacheco
Senior Social Media Influencer Strategist
About Pamela: Known for her strategic partnerships with influencers, Pamela excels at creating campaigns that boost visibility and resonate with targeted audiences.
The Era of Long-Term Partnerships: Brands are shifting from short-term influencer collaborations to ongoing partnerships that promote trust and consistency. By integrating influencers into broader marketing strategies, they gain authentic advocacy and refined messaging. These continuous relationships strengthen the bonds between influencers and their audiences, fostering genuine brand loyalty and amplifying brand messaging through a trusted voice.
Long-term collaborations also enable brands to improve their messaging by gaining ongoing insights from influencers, allowing them to tailor their strategies to resonate more deeply with their target demographic. As influencers become true advocates representing brands authentically within their communities, they foster long-term brand loyalty and enhance audience engagement.
Transparency and Authenticity: As regulations tighten, brands must focus on clear, transparent influencer collaborations. Governments worldwide are enacting stricter guidelines around influencer disclosures, making FTC-compliant, authentic partnerships essential. By adhering to transparency standards, brands demonstrate ethical responsibility, protecting their reputations and building audience trust.
360 Content Strategy: Influencers will play a role across multiple marketing channels, from social media to digital ads and experiential events. This multi-channel approach enhances reach and engagement, meeting consumers where they are. By leveraging influencers in diverse contexts, brands can amplify visibility and deepen audience connections, extending impact beyond traditional social media posts.
Hyper-Personalized and Niche Targeting: As platforms grow more sophisticated, brands will increasingly work with influencers who cater to specific, niche audiences. Partnering with micro- and nano-influencers allows brands to connect with highly engaged followers in focused content areas, achieving effective targeting and stronger connections.
Virtual and AI Influencers: The rise of virtual influencers will offer new engagement opportunities. By partnering with or creating virtual personas, brands can consistently convey their messaging while engaging audiences in creative, memorable ways. Interactive AI elements, such as chatbot engagements or virtual events, will further set these brands apart in the digital landscape.
Learn how our approach to influencer marketing can amplify your brand’s visibility in 2025 — contact us today.
Jenna Bender
CRM Manager
About Jenna: Jenna enhances customer engagement through personalized CRM strategies, guiding brands from concept to multi-channel execution.
AI-Powered Marketing Automation: AI will redefine marketing automation, personalizing campaigns across every stage of the customer journey. By analyzing vast amounts of real-time data, AI is poised to allow brands to deliver hyper-personalized content, predictive product recommendations and optimized offers, ultimately creating timely and relevant engagement. This data-driven personalization boosts customer satisfaction, driving retention and conversions.
Interactive Brand Experiences: Interactive elements like gamification and experiential rewards will redefine brand engagement in 2025. Brands will incorporate interactive components in loyalty programs, encouraging participation through activities like points for completing challenges, unlocking exclusive rewards and personalized experiences. Engaging customers through interactive, value-driven rewards reinforces brand loyalty and sets brands apart in a crowded marketplace.
iOS 18 Update Optimizations: Apple’s latest update introduces inbox tabs that segment email types, impacting email engagement rates. With promotional content less visible, email marketers will need to prioritize audience segmentation and tailor subject lines to increase primary tab placement. These updates call for adjustments to benchmarks as brands optimize email strategy to maintain engagement and ensure their content stands out across Apple Mail’s new inbox structure.
Contact us to learn how our CRM expertise can elevate your customer engagement.
Michael Lawrence
Lead Digital Developer
About Michael: Michael brings extensive experience in web and mobile development, specializing in enterprise CMS and efficient, AI-driven solutions.
AI-Powered Coding Assistants: Intelligence tools like GitHub Copilot are reshaping the coding process, enabling developers to work more efficiently by providing code suggestions, auto-completion and real-time debugging. By automating repetitive tasks, these tools empower developers to focus on innovation, creativity and high-level problem-solving.
Automated Performance Optimization: AI will continue to revolutionize how performance issues are detected and resolved, with tools now capable of identifying bottlenecks and suggesting real-time optimizations. This means brands can proactively enhance site functionality, ensuring smooth user experiences and high performance across all devices.
Code Quality and Security: Cybersecurity will be more critical than ever, and AI is elevating code analysis by identifying vulnerabilities and automating risk assessments. AI-enhanced security tools help developers conduct thorough security audits, protecting brand integrity and consumer data while maintaining compliance with best practices.
Want to bring innovation to your brand’s digital presence? Contact us today.
Jeff Kerekes
Director of UX
About Jeff: Jeff specializes in user-centric design, optimizing UX for usability and ADA compliance.
Universal Design: Inclusive design is essential in 2025, ensuring accessibility for all users from the outset. Implementing universal design principles early reduces costly rework, fosters positive user experiences and minimizes legal risks associated with ADA compliance. This proactive approach demonstrates a brand’s commitment to all users and aligns with best practices in digital accessibility.
Minimalist Design: Simplified, minimalist design will continue to enhance user experience by stripping away unnecessary elements and focusing on clarity. In the coming year, this will be critically important because users are increasingly prioritizing seamless, fast-loading experiences that don’t overwhelm with information or visuals.
This design approach improves usability across devices, reduces load times and makes it easier for users to navigate content. Brands embracing minimalist principles will see improved engagement, as clean layouts provide an optimal environment for content.
AI-Driven Personalization: With AI advancements, UX design will become highly personalized, adapting interfaces to individual user preferences and behaviors. By delivering dynamic content, customized UI and relevant recommendations, brands can create deeply engaging digital experiences that evolve with each user’s needs, enhancing satisfaction and loyalty.
Reach out to learn how our UX expertise can enhance your brand’s digital experience.