The digital landscape is ever-changing and this was no different in 2024. As we enter the new year, this begs the question “what will content marketing be like in 2025?”. Google updates, the continued rise of TikTok and the ability to have any question answered by a huge array of AI models (none of which will turn into a Skynet scenario, I’m sure) will all be a factor. So with this in mind, let's look at the year ahead and the trends brands will need to consider to create the best-performing content around.
The rise of AI
You can’t write about digital marketing these days without typing the letters A and I. However, despite artificial intelligence (AI) bursting into the mainstream, the ways it can be used for marketing - and specifically content - are still being ironed out. The initial thought was that AI could be used to create content very quickly, and at a huge scale, but the varying quality of AI-produced copy means that, for the moment at least, it isn't a direct replacement for your favourite copywriters.
There remains an excitement around AI akin to the feeling you get at Christmas when you first tear the wrapping paper off your gifts; you simply don't know what you’re going to get. One of the challenges going into 2025 will be figuring out how we can use AI to improve the quality of our content and find efficiencies to optimise the process.
At Croud, we’re constantly looking at how we can implement AI in new ways in order to drive impactful, positive improvements. In fact, in the content team, we’ve already begun implementing AI across a number of our processes and this has already paid dividends. Be it how we analyse and look for optimisation opportunities or for content ideation, we’re on the front foot, and there's so much more to unpack and learn in 2025 - which makes for an exciting year ahead!
Going viral with video
Video is already one of the most powerful tools in connecting brands with audiences, but in the coming years, I believe it’s going to evolve into something even more dynamic than we know today.
One thing is for sure - video will become increasingly interactive. With advancements in augmented reality (AR) and virtual reality (VR), it’s fair to assume that we’ll start seeing a whole new wave of marketing experiences that go far beyond simple viewing. Take for example Coca Cola launching #TakeATasteNow in 2023. This large-scale outdoor AR marketing campaign launched in multiple cities around the UK, allowing users to change screens’ AR visuals in real-time. Interacting with the videos we consume or even stepping into them is becoming a reality and how these experiences are crafted will be key to their success.
However, those who like to stay grounded in reality may find themselves consuming more and more short-form videos. In fact it’s estimated that 82% of internet traffic will be video by 2025. With short-form videos getting 2.5 times more engagement than long-form videos, we can expect to see short-form videos continue to grow.
The goal of marketing and especially digital marketing has always been to capture attention quickly and effectively, and platforms like TikTok, YouTube Shorts, and Instagram Reels are a great place to do this. 2025 will likely see these platforms get smarter, and even more widely used, so marketers should focus even more on crafting videos that are not only engaging, but emotionally impactful. Going viral is great, but building a recognisable brand voice while creating an authentic connection in 30 seconds or less is even better!
Of course, no discussion about video would be complete without looking at the rise of live streaming. Live streaming has already become a powerhouse of media with platforms like Twitch and KICK leading the way, with brands such as Tommy Hilfiger and Tom Ford already using it to connect with their audiences. From live Q&As to behind-the-scenes glimpses and real-time product launches, the ability to bring people from all over the world into a live conversation is extremely powerful and so it could become an increasingly important part of any brand’s content strategy.
Ultimately, the future of video in digital marketing is one of constant innovation. The challenge, as with most things in digital marketing, is how agencies and teams can be creative to leverage its massive potential to drive performance and create a brand identity that resonates with their audience. Those who do this successfully may find they will be leading the way not just in 2025, but for years to come.
Human written content & E-E-A-T
As AI, video and an array of new tools dominate conversations (and much of our brain capacity - mine included), it's easy to overlook the foundational aspects of content creation.
Despite the surge in AI-generated content, Google has made it clear that the future lies in human written work. Throughout 2024, Google has consistently discussed the principles of E-E-A-T (Experience, Expertise, Authority, and Trust). These qualities underscore the value of content that is expertly written, insightful, and - when applicable - offers fresh, original information. It also means marketers are further encouraged to be more creative rather than chasing the algorithm as in the past.
So, what does this mean for 2025? With the growing risk of AI-generated content flooding the web and recycling existing ideas, the focus is shifting toward involving subject-matter experts in the creation process. Expertise and authenticity are poised to become the defining traits of high-value content in the year ahead.
That said, we'll likely see a hybrid approach where AI processes optimise and assist copywriters during content creation. However, the heart of compelling content will still come from human creativity - typed by a person, not generated by (insert famous movie robot here).
The challenge and opportunity of 2025
All in all, 2025 promises to be a creatively challenging year as we navigate new tools, algorithm updates, and increasingly sophisticated AI. What’s exciting, though, is the growing emphasis on the value of content and its potential to make a real impact. I’m looking forward to rethinking how we approach content creation and crafting some truly great work.
If you’d like to talk more on any of the topics mentioned in this blog, please get in touch for further assistance.
