January Right Now Report
In the January Right Now Report, we’re pulling out our crystal ball and looking to the future. We’re always keeping an eye on emerging trends and new marketing insights and the new year is the perfect time to look ahead. While we wouldn’t categorize ourselves as fortune tellers, we’ve spent some time considering what might be on the horizon for 2025 and are sharing our predictions.
1. A greater focus on email marketing
With the TikTok ban looming, people, especially content creators, are starting to remember that social media is just rented space. The most effective way to engage with your audience long-term and stay in control of your communications is by building an email list, a tool that you own. Offering a freebie, coupon, or other incentive can be a great way to get subscribers. Once someone signs up, you have a direct line to them, even if social platforms change, strategic email marketing plan makes it so you’re not left stranded if a platform disappears overnight.
2. The rise of memes
Memes continue to be an increasingly popular feature in marketing, from social media to email newsletters. People love to laugh! They can make a big splash, with not a big cost. But a quick word of caution: many popular meme formats rely on images and intellectual property you may not have permission to use. It’s important to stay aware of copyright rules while having fun with this type of content.
If an image is from popular media, such as a TV show or another creator’s content, it’s likely copyrighted and not free to use. When in doubt, it’s safest to assume it’s protected.
To check, you can use tools like Google Images to perform a reverse image search and find the image’s origin and copyright information. If it is copyrighted, you can either seek explicit permission to use the image or opt for an alternative with clear usage rights, such as public domain images or those licensed under Creative Commons. Websites like Unsplash, Pexels and Pixabay offer free-to-use images, but you’ll need to make sure to take a look at any licensing terms.
3. Authenticity will stay strong with relatable influencers and UGC
Influencer marketing continues to rise, but in 2025, we expect to see a more pronounced shift toward everyday people as influencers. Micro and hyper-local influencers have a big opportunity to reach niche audiences. Their relatability makes them especially effective at reaching people who might not be swayed by celebrity endorsements.
Alongside this, we expect that user-generated content (UGC) will be a key part of marketing strategies. UGC is any content created by individuals showcasing their experience with a business. It can include social media posts, reviews, testimonials, or even organic mentions in blog posts or newsletters. Not only does UGC influence the network of the individual who shares it, but companies can also leverage that content (with the creator’s permission) to engage their own audience.
We anticipate that companies that tap into the power of micro and hyper-local influencers alongside UGC will be able to build more genuine connections with their audience.
4. Pushback against AI-generated content
If the recent backlash against Meta’s AI accounts is any indication, people might not be quite ready for us to put humanity on the back burner. Authenticity is still a top priority for social users. We find ourselves questioning whether AI-generated content can truly connect in the same way human-generated content can. In 2025, we’ll likely see a push for transparency and wariness around content that is completely AI-generated. This includes images, audio clips or videos that are created fully by AI platforms, as opposed to content enhanced or adjusted with AI tools.
5. A resurgence of direct mail
While direct mail never completely disappeared, we expect it to continue making a comeback. As digital marketing becomes more saturated, physical marketing materials like postcards and mailers stand out. When done correctly, they can feel personal and can create stronger emotional connections. Plus, there’s a sense of nostalgia that comes with receiving something tangible, which can build brand trust. Direct mail may not be right for every business, but when used alongside digital strategies, it offers a timeless and engaging approach.
6. Advertising dollars will get a shake-up
At the start of 2025, many companies are likely taking a long hard look at where their advertising dollars are going and making some significant adjustments.
One area this might show up is by advertisers leaving Meta platforms altogether. Meta announced they’re moving from their current third-party fact-checking program to a “Community Notes” model which relies on users to note if the content is misleading, inaccurate or might need more context. On social media, fact-checking is often integrated into the algorithms that determine what content is shown to users. Posts flagged as false are typically downgraded, resulting in reduced exposure, but this might change as the fact-checking program ends. While the immediate effects will likely be most apparent in organic content, advertisers might also rethink their presence on Meta platforms altogether.
Meanwhile, YouTube ads are expected to see continued growth. YouTube has extensive reach with a highly engaged audience. According to data from the Pew Research Center, 54% of YouTube users visit daily and more than a third visit several times a day. It also allows hyper-specific targeting and offers a variety of ad formats so it’s a great platform for many types of businesses. Companies are using YouTube not only to promote products and services but also to tell stories and build brand loyalty, through both video and display ads.
We predict that in 2025 streaming will continue to cement its place in advertising as one of the major players. Linear TV (traditional television via satellite or cable) isn’t going anywhere, even as its market share shrinks, but advertising on streaming platforms and connected TV (CTV) will only grow. CTV is any device used to view content such as smart TVs, Roku or Amazon Fire sticks, and video game consoles. Streaming and CTV ads tend to be more affordable and can offer more custom segmenting options. For companies who aren’t seeing the lift they once saw from traditional TV ads or are just looking to diversify, advertising on streaming platforms and through CTV can be a great option to explore.