Tina Dunk,
Director of
Digital Media
The marketing landscape is shifting, and 2025 brings fresh opportunities to prioritize what works—and let go of what doesn’t. This hit list focuses on trends that help brands stay connected to audiences in authentic, measurable ways while avoiding unnecessary hype.
Hold Space For: Social Search Optimization
Google isn’t the only game in town. Younger audiences increasingly turn to platforms like TikTok and Instagram for answers. Make sure your social profiles are optimized for in-app searches by using clear, keyword-driven bios and posts that address specific audience questions.
Backburner: Traditional SEO Alone
While traditional search strategies still matter, they’re no longer enough. Complement your SEO efforts with social-first search strategies to meet audiences where they’re already looking.
Hold Space For: Data Monitoring and Reporting
Data is your compass in 2025. Regularly tracking engagement metrics across digital channels—including website, email, and social media—gives you the insights to prioritize efforts where they matter most. Use this data to refine your strategy, identify optimization opportunities, and set realistic growth goals.
Backburner: Guesswork and Gut Instincts
Marketing without measurable data is like driving blindfolded. Invest in robust analytics tools and processes to ensure every decision is backed by actionable insights.
Hold Space For: Video Content Domination
Video isn’t just a trend—it’s a cornerstone of digital engagement. Short-form clips, live streams, and snackable formats continue to perform best across platforms. Embrace tools that simplify quality video creation and don’t shy away from interactive features like polls or live Q&As.
Backburner: Static Content Alone
While static posts still have value, they’re no longer enough to capture attention. Incorporate video into your strategy to drive deeper engagement and stand out in busy feeds.
Hold Space For: Micro-Virality and Social Listening
Not every post needs to “go viral.” Instead, focus on trendjacking with niche relevance to your audience. Social listening tools can help identify these moments, giving you the edge to engage authentically and timely.
Backburner: Hashtag Dependence
Platforms are deprioritizing hashtags, making room for longer, keyword-focused captions and natural language optimization. Craft posts that balance engaging storytelling with search-friendly structure.
Wrap Up
As we enter 2025, it’s clear that success will come from focusing on what truly connects with your audience: being where they search, delivering meaningful data-driven insights, and creating content that resonates.