By Henry Collins, Managing Partner at redpill
Before, it was all about being noticed. Brands crammed themselves into digital spaces, with visibility and virality taking top priority. 2024 has tried hard to keep up, and new marketing tools are constantly being thrown into the mix in this ever-growing digital landscape.
But what’s next? It seems that online presence can’t expand at the rate it has in 2024, so there’s a switch up for 2025; a new mindset to adopt. For AI, personalised content, and social commerce, you need to know how to get ahead.
It’s all about connection
With everyone trying to stand out, the only way to truly reach new audiences is by focusing on connection. There has to be genuine, human-centric experience that ties you to consumers. And this is where transparency comes in – your consumers want to know why they should trust you.
This is particularly prominent when it comes to data-driven marketing. You have to be honest about how you collect, store and use consumer data. Frequent data breaches and reports of exploitation have made consumers much more selective with the information they share. Acknowledging and addressing any concerns now will allow you to form more meaningful connections later.
Your audience wasn’t born yesterday
They will know when you’re putting on a front. If you’re hopping on a trend, you don’t fully understand, or not taking the time to personalise your content, you can’t expect to be understood. A lack of authenticity comes from the forcing of this ‘salesy’ messaging, placing too heavy an emphasis on how great your brand is, instead of showing consideration for your audience.
And in 2025, placing sales above connection simply won’t resonate.
Use AI to your advantage
So, if you know your content isn’t working, but are unsure of the next steps, it may be time to turn to the marketing tool miles ahead of the rest: AI. Of course, it’s surrounded by controversy, but still shows no sign of slowing down in 2025. The trick is not to ignore AI, but to adopt it in a way that’s helpful, not harmful, to your content.
The best way to do this is hyper-personalisation, giving your audience the immersive experience that makes them commit to your brand. 2025 will give way to growing tools like augmented reality (AR) and virtual reality (VR), allowing new forms of interaction. Travel brands can use VR for immersive tours, fashion brands can use AR for an alternative way of trying on clothes, and any brand can find ways to maximise efficiency with AI.
Responding to user behaviour in real-time gives each consumer their own unique journey, a memory of the brand they won’t forget. And that’s why 2025 will see new waves of AI marketing techniques and tools, as brands are now quick to ditch the previous one-size-fits all approach.
Personalisation shouldn’t invade privacy
But hyper-personalisation doesn’t mean a total intrusion of your audience’s privacy, and 2025 will see increased pressure on brands to use this data responsibly. People want brands to understand their data concerns, and uphold ethical practices when using data to make informed content.
So don’t take it too far. If you overload on personalisation, you actually risk losing connection. Finding that balance is not easy, but it’s necessary in building a solid foundation of trust with your consumers.
Lean into social commerce
That’s where the next avenue for 2025 will come in: social commerce. After capturing the attention of your consumers, you will have the opportunity to craft transaction-driven content, triggering action into sales. TikTok is the rising platform for this, especially with the steady incline of both TikTok Shop and TikTok Live. It’s a new wave of teleshopping, with consumers now being able to shop directly from their phones. This plays on the impulsivity of user behaviour, triggering more purchases than ever before.
And by embracing this hyper-personalisation, brands can position themselves at the forefront of this opportunity. Using influencers is also key for social commerce, creating authenticity and trust with your audience that no algorithm can replicate.
Throughout all of 2024’s ups and downs, technology has loomed in the background of it all. For 2025, it should be something all marketers embrace, not fear. The idea of AI and authenticity is not something we’d think would go hand in hand, but advancements are being made every day to make AI a meaningful source of connection. So use it but use it well. Stay transparent with your consumers, be honest about the data that is shared, and keep making the connections that will become so valuable for your brand.
The correct application of strategy, creativity, influencer, and cutting-edge tools has never been more crucial.
The convergence of tech and brands 