The digital marketing landscape continues to evolve at lightning speed, and 2025 is shaping up to be no exception. With new trends, technologies, and consumer behaviors reshaping the way we connect, one thing remains clear: brands that thrive prioritize adaptability and genuine connection.
To help you navigate this ever-changing world, we asked some of the top minds in social media and digital marketing a simple yet powerful question: What are your top 2-3 tips, predictions, and advice for what brands and marketers should focus on in 2025? They shared what we should start doing, what we should stop doing, and what it takes to build a brand that truly resonates in today’s crowded market.
Here’s a sneak peek into their insights—packed with actionable advice to keep your brand ahead of the curve this year! Hear from:
- Jessika Phillips
- George Whitcher
- Jeff Howell
- Rich Brooks
- Katie Brinkley
- Mark Schaefer
- Fiona Lucas
- Mike Allton
- Tony Christensen
- Judi Fox
- Ross Brand
Jessika Phillips
Follow her on Facebook, Instagram, LinkedIn, Twitter and YouTube.
Visit her site, https://jessikaphillips.com/ to download her Brand Kit.
As we look ahead to 2025, one thing is crystal clear: the brands that win won’t just be the ones that adopt the latest AI tools—they’ll be the ones that use those tools to out-care their competition and invest in their team in learning them the right way. Ie keeping their own unique brand tone of voice, style CARE and community.
We’re living in an era where connection matters more than ever. While AI is making it easier to automate processes, churn out content, and respond in real time, what will set your brand apart is how you use it to deepen relationships and truly show up for your audience. It’s not about replacing the human touch; it’s about enhancing it to turn your followers into fans, your clients into advocates, and your team into evangelists.
Here’s the thing: AI is amazing at helping us scale, but the heart of marketing hasn’t changed. People still crave authentic connections. By 2025, the brands that stand out in a sea of sameness will be the ones who use AI not as a bullhorn to shout louder but as a magnet to attract the right people by being uniquely them. AI can help us listen better, respond faster, and personalize like never before, but it’s up to us to infuse every touchpoint with care, creativity, and intentionality. Your customers don’t want perfect—they want real. They want brands that make them feel like they belong, not just another transaction.
This starts from the inside out. When your team feels empowered and passionate, they naturally become your biggest evangelists. When your clients feel genuinely cared for, they’ll advocate for you in ways no ad campaign ever could. AI can help us gather insights and streamline the process, but it can’t replicate the moments that matter—like a handwritten-style thank-you note, a personalized video message, or a thoughtful surprise that reminds someone why they love your brand. Those are the experiences that turn a customer into a collaborator, someone who actively helps co-create your brand story.
In 2025, the most successful brands won’t be the ones that try to compete on volume or speed. They’ll be the ones who focus on out-caring the competition—using AI as a tool to strengthen their relationships, not replace them. So, let’s keep the “YOU” in AI and build brands that attract, connect, and inspire. Because when we show up authentically and prioritize relationships, we don’t just create campaigns—we create communities. And that’s how we truly stand out.
George Whitcher
George is the Lead Developer at NOW Marketing Group, where he combines his expertise in development with a passion for delivering exceptional marketing and digital experiences. NOW Marketing Group
Follow him Instagram, Facebook, Twitter and LinkedIn
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
Embrace AI as a Strategic Advantage
AI is revolutionizing the marketing industry, offering unprecedented opportunities to enhance productivity and creativity. While many worry that AI will replace jobs, it’s actually a tool to elevate your work, making you more indispensable. Think of AI as an ally that empowers you to deliver faster insights, streamline repetitive tasks, and personalize experiences at scale. To stay competitive, get comfortable with AI tools and integrate them into your workflow. Embracing AI not only future-proofs your role but also enhances your value as a marketing professional.
Invest in Consistent, Cohesive Branded Content
Building a memorable brand goes beyond quick fixes; it requires consistency and cohesion across all platforms. In 2025, brands should focus on a unified identity that resonates with audiences everywhere they interact with you, whether it’s on social media, in emails, or through customer service. Maintaining a steady stream of branded content keeps your audience engaged and strengthens their loyalty. Establish a clear brand voice, visuals, and message, and ensure these elements are consistently reflected across all channels. With cohesive branding, audiences will recognize and remember you—and they’ll keep coming back.
Expand eCommerce and Digital Accessibility
eCommerce is more than a trend; it’s essential to the future of nearly every business. Since the COVID shift to online shopping, consumers expect seamless digital experiences from all types of businesses, including restaurants and local retailers. By integrating eCommerce with your brand’s digital presence, you make it easy for customers to engage and purchase from you. Additionally, extending branded content into your online storefront creates a more engaging experience, drawing customers back and boosting loyalty. Prioritize making digital transactions simple, accessible, and memorable, and your brand will thrive in a growing online market."
Jeff Howell
Jeff Howell has transitioned his marketing experience and predisposition to authenticity into a successful ecommerce career. Aside from being a subject matter expert on ecommerce, he has also has gained notoriety for helping others be their authentic selves online. His message is clear: Be yourself because you never know who needs to hear what you have to say. Being active on TikTok, Jeff shares his life, nerdy thoughts and encourages others to just be themselves.
Follow him on Instagram - @jeffhowell76 and TikTok @JeffHowell76
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
Especially after an election season, people crave more authentic connection than ever. Brands who are able to personify themselves, generate an authentic story or piece of content will stand out from more corporate or stale brands. Some brands will find their voice for the first time and others will continue to lean into real and genuine connections. It isn't enough anymore to have this polished and corporate identity. Sustainable growth happens when a brand captures a recurring connection with a buyer. There are multiple ways this can occur. Genuine content online, authentic branding or viral content, creating an emotional response, or generating humor. Another way could be driving potential customers to an actual human, customer service where there can be an actual connection, human to human.
Rich Brooks
Founder of The Agents of Change, a digital marketing podcast, conference, and summit. President of flyte new media, a digital agency in Portland, Maine.
Follow him on linkedin.com/in/therichbrooks and Instagram - @therichbrooks
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
We're all going to be using AI more in our marketing, branding, and design in 2025...whether we do it consciously through tools like ChatGPT and Midjourney, or unconsciously with AI built into our current tech stack (Office, Google Drive, Photoshop, etc.)
However, with EVERYONE using AI, that means a lot of similar, inoffensive, vanilla content. Use AI to speed up your workflow and generate new ideas, but if you want to be TRULY #craveable, you'll need to inject yourself--your voice, your face, your video--into your marketing to make real connections with real people. Remember: AI is there to assist, not to replace!
With so many marketers defaulting to letting generative AI create their content for them, look for ways of being more human, not less. Sure, leverage AI in all the places where it makes sense, but remember that the novelty of AI will go away, and people will be left looking for real connections and real people behind the brands they love and the companies they buy from.
Don't worry about platforms. Hang out where your audience hangs out, give them what they want, and be ready to pack up and move to another platform when they do.
Katie Brinkley
Katie Brinkley, author of 'The Social Shift,' is redefining social media marketing with a 'less is more' philosophy. With 19 years of experience, she innovates with a unique 4-post strategy, fostering growth with minimal posting. Her platform-agnostic approach and journalism skills empower brands like AT&T and DirecTV to achieve their goals efficiently. Katie excels in storytelling, guiding clients from solopreneurs to corporates in capturing their ideal audience and driving tangible results.
Follow her on LinkedIn, Instagram and Facebook
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
1. Community Over Virality
Virality might look great on a metrics sheet, but it doesn’t always translate to loyalty. In 2025, brands should shift from chasing viral moments to building tight-knit communities. Create spaces where your audience feels like they belong, and they’ll keep coming back for more.
2. CEO as the Face of the Brand
Gone are the days when a faceless brand could dominate. In a world craving authenticity, your CEO needs to be more than a name on the website—they should be the spokesperson, the influencer, the one driving the narrative. Let the person behind the brand shine on LinkedIn, in podcasts, or in live streams. It’s time to turn your leadership into relatable voices that customers trust.
3. Less Posting, More Impact
The era of posting every day just for the sake of it is over. For 2025, focus on quality over quantity. Invest in fewer, more meaningful pieces of content that provide value, share a story, or open up a conversation. It’s not about feeding the algorithm; it’s about showing up with intention and creating impact every time you post.
Stop Doing: Obsessing over vanity metrics. It’s time to stop chasing likes and views. They don’t pay the bills—relationships do.
Start Doing: Emphasize depth over reach. Build brand loyalty with those who already believe in what you do. Because, at the end of the day, it’s the relationships you nurture that make your brand unforgettable.
Mark Schaefer
Author or "KNOWN," "Marketing Rebellion" and "Belonging to the Brand"
Follow him on LinkedIn
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
The biggest challenge for all of us is standing out above the AI-generated pandemic of dull. Competent doesn't cut it any more. Mere competence is a commodity that will be replaced by AI. To survive and thrive, we need to reach deeply and unleash the human fireworks that make our brands personal, emotional and unique. We need to disrupt how we tell the story, where we tell the story, and who tells the story if we're going to make an impact. The bots are coming, but you still own crazy. Go for it.
Fiona Lucas
Social media and business strategist and consultant with a focus on ethics and community iRespectOnline
Follow her on Instagram and LinkedIn
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
I think there will be a cautionary approach to the start of the year as businesses watch economy and world markets. With some instability predicted it is important to be careful with investments. Set your budgets and monitor so your business can weather any market fluctuations.
The use of ai will continue to grow but as it's such a rapidly evolving industry- holding back on investing in too many tools is important to ensure you don't over commit budget unnecessarily . Ai is best for assisting with standard business processes. Focus on where you need efficiencies. If something is working well now, don't change it, but monitor. Ai does still hallucinate and is not always correct when it comes to research. It's important to consider where you use it and the training time that might be required for staff to learn. Going all in on Ai generated video for example may not be a good investment especially for small business if you don't have the time or budget to get it right. An example is the recent Coca cola ad that took 85 minutes of footage to edit it down to get 15 seconds of usable content!
The use of Ai within social media platforms continues to evolve at a fast rate so businesses have to remain nimble and ready to change tactics to suit new conditions. For example with Instagram the algorithm uses prediction models to determine relevancy and popularity of types of content.
A focus on quality over quantity seems to be the direction.
Building confidence and trust in your business will be paramount. Transparency and openness about business and in a world of ai making sure the humanity is foremost. Highlighting teams, involvement of management and c suite can all help to build trust.
Where Ai used in video content or images - be sure to clearly indicate it. This will help to protect you should any issues arise around the representation of your products and brand and the grey areas around copyright which are still being worked on.
It's a great time to review internal polices , business goals and mission statements to include your Ai goals and objectives. Consider including an ethics and governance statement. This can also underpin your values and help clients and prospects to feel more at ease when we are facing some instability at least early in the year. People are craving trust.
I believe with a lot of global challenges, a focus on keeping content informative, engaging and more uplifting and human focused will help you to be a craveable brand!
(ps written without any ai assistance ) 😊
Watch Fiona's predictions video!
Mike Allton
Mike is an AI Consultant at The Social Media Hat and the host of the AI in Marketing: Unpacked podcast, where he's tirelessly helping businesses and marketers get ahead of the AI Revolution and apply advanced technologies to their roles. He's also the Chief Storyteller at Agorapulse and has spent over a decade in digital marketing, bringing an unparalleled level of experience and excitement to the fore, whether he's delivering a presentation or leading a workshop.
Follow him on LinkedIn and Instagram
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
When it comes to business and marketing, AI is doubtless on the tip of everyone's list and top of everyone's mind - whether that's wondering how to channel it's potential, or circumvent it's potential disruption.
AI is an incredible technology that can help brands become more efficient, more profitable, and more effective. But to be more craveable? Can AI really help with that?
Absolutely. The brands who take the time to learn how to personalize and customize AI are the ones who will truly have an impact. While AI can easily save brands time and make them more efficient, that doesn't mean they'll actually build deeper, more profitable relationships with customers.
For that, marketers in particular will need to spend time training their AI assistants on customer personas, brand voice, and deep audience knowledge, so that every interaction and scrap of copy they create will not only reflect the brand's, but also the *customer's*, voice.
In that respect, brands who use AI in this way will leapfrog their competition because all too often, marketers forget to learn and use the specific language their target audiences use - AI won't make that mistake if trained properly, and marketers are discovering that today!
2025 will see many more marketers tap into this aspect of AI and leverage it to great effect.
Tony Christensen
Tony Christensen is the Co-founder and Head of Marketing at Brick Social, a leading advertising agency specializing in scaling eCommerce brands with innovative creative strategies and high-performing paid ads. With a proven track record of helping brands generate millions in monthly revenue, Tony combines his expertise in data-driven marketing with a creative edge to deliver results. Known for his engaging content and insights, Tony is passionate about helping businesses unlock their full potential through compelling storytelling and performance marketing. Brick Social
Follow him on Instagram.
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
1) Build Authentic Communities
In 2025, authenticity wins. Focus on creating meaningful interactions through Instagram Stories, comments, and Q&As. Share behind-the-scenes insights, answer FAQs, and engage in real conversations. People are drawn to brands that feel relatable and human, not just polished. Show up with transparency and genuine care, and you’ll build connections that drive long-term loyalty and growth.
2) Prioritize Vertical Video
Short-form vertical video is the heartbeat of modern content consumption. Platforms like TikTok, Instagram Reels, and YouTube Shorts offer unmatched reach if you capture attention quickly and deliver value. Start strong with a hook, and balance education, entertainment, and authenticity to create videos that resonate and drive growth.
3) Embrace Lo-Fi, Real Content
Perfection is overrated. In an era where connection matters most, raw and relatable content often outperforms polished productions. Share behind-the-scenes moments, day-in-the-life snippets, successes, struggles, and what’s top of mind. Your audience craves realness—grab your phone, hit record, and let your authenticity shine. Polished content still has a place, but your unfiltered moments will build deeper connections.
Watch Tony's predictions video!
Judi Fox
Judi Fox is a Top 10 LinkedIn Coach in Yahoo Finance and featured speaker at Social Media Marketing World, Social Media Examiner, Social Media Week Lima, VidSummit, and on several Top 100 Marketing Podcasts. With over 18 years experience in business development and sales, Judi Fox developed the LinkedIn Business Accelerator Method. Clients are implementing this LinkedIn method to achieve more business and over 1 million content views in 90 days.
Follow her on LinkedIn, Instagram and Facebook
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
In 2025, AI will continue to push into all areas of digital media.
We may reach a point where we can't tell if we are consuming AI written content, AI video clips, or exchanging comments with AI.
To keep our businesses sustainable in 2025 we need to embrace our human flaws, create less polished videos, and focus on building communities and attending in-person events.
LinkedIn will continue to be strong platform to build a resilient brand rooted in real relationships because of:
- LinkedIn's ID verification: CLEAR ID checkmarks increase business trust in your profile.
- LinkedIn Recommendations: Getting 2 to 3 recommendations on LinkedIn is more impactful because they are tied to ID-verified profiles which builds trust for business conversions, unlike testimonials on other platforms.
Finally, I am predicting that LinkedIn Newsletters rolls out a paid subscription or monetization strategy during 2025 to compete with platforms like Substack. Newsletter platforms will continue to gain momentum as people seek our real conversations and curated information that is not AI generated.
#FoxRocks top advice for 2025:
- Start prioritizing LinkedIn Newsletters - If my prediction about monetization comes true, people will be really glad they have subscribers.
- Lean into private communities and in-person events where you can create a space free of Ads and AI.
- Use AI strategically to amplify your leadership voice, but don't let it take over your voice.
The overall goal for 2025 is to prioritize staying connected with each other to build trust and resilience in an increasingly AI-driven digital world.
Ross Brand
Ross Brand is a pioneer in the livestreaming and video podcasting industry, recognized as the world's #1 livestreaming expert on social media. He has more than a decade of experience helping C-suite executives and entrepreneurs elevate their brands on a global scale. Ross is the author of the acclaimed "100 Livestreaming & Digital Media Predictions" series, which has won 47 book awards and achieved #1 Best Seller status in seven countries. His latest book, "Video Podcasting Made Easy: A Step-By-Step Guide to Creating and Growing Your Show," co-authored with Kevin Kolbe, is a multiple book-award winner and Amazon #1 Best Seller in six countries. Ross posts articles and podcasts several times a week on his Subtack publication, “BrandStack | Books & Broadcasts.”
Follow him Substack and Instagram
What are your top 2-3 tips, predictions and/or advice for what brands/marketers should focus on in 2025? Or what things should they start doing and what should they stop doing?
In 2025, brands that fail to prioritize meaningful, self-sustaining communities over fleeting social media metrics will quickly lose relevance. Building a craveable brand in this landscape demands more than visibility—it requires a consistent, interactive relationship that transcends likes and follows and turns audiences into advocates.
The strategy for sustainable growth lies in making community a core brand function. This shift is critical as consumers grow increasingly selective about where they invest their attention and loyalty. AI-driven personalization will soon enable brands to deliver content aligned with individual interests, making members feel seen and valued. Rising expectations for exclusivity, coupled with the declining reach of traditional social platforms, underscore the need for brands to include community from the start.
Since 2021, I’ve guided clients—especially in podcasting and live video—to build community from episode one. Launch with a clear call-to-action, inviting your audience into a dedicated space where they can access exclusive content and connect with you and each other. If they enjoy the episode, offer them a meaningful next step that deepens their relationship with your brand and fosters an environment of interaction and belonging.
It is better to develop a small but highly engaged community—one where members are passionate about your content and willing to invest in added benefits—than to amass a large follower count that only passively consumes your content.
To maximize opportunities and provide the best experience, consider establishing your community outside major social platforms. These platforms are rife with distractions, and notifications often get buried. Instead, your community should be a destination that members prioritize over idle scrolling—a place where they can easily find valuable content and connect with like-minded individuals.
I’ve seen successful communities on dedicated platforms like Mighty Networks, Skool, Locals, and Substack. As social media algorithms increasingly prioritize paid reach, these platforms offer a direct, distraction-free experience—a vital shift for brands aiming to foster long-term loyalty.
Here’s what to look for when choosing a community platform:
- Guaranteed Notifications: All members should receive notifications for new content, bypassing algorithms, with email alerts as a priority.
- Built-in Monetization: The platform should allow members to seamlessly upgrade to paid plans and access exclusive benefits directly within the platform.
- Audience Ownership: Make it easy to export member email addresses so you maintain direct access to your audience.
- Multimedia Support: The platform should support text, images, video, audio, and livestreams directly within the community.
- Content Segmentation: Ensure the platform makes it simple to provide different content for paid and unpaid members.
These elements form the foundation of a successful community. By including them in your strategy, you can create a space that fosters deep connections and lays the groundwork for the collaborative, brand-driven ecosystems of the future.
Looking to the future, by 2030, I see communities evolving into collaborative hubs where members actively shape the brand alongside the founders—creating a shared purpose and loyalty that will be indispensable in a fast-paced digital landscape.
Brands that embrace this evolution will not only thrive but set the standard for meaningful relationships in the digital age.
Watch Ross's predictions video!
We'd love to hear from you.
What are your top predictions in marketing in 2025? What are you going to take advantage of? What are you going to stop doing?
We would love to hear your feedback. Until then, enjoy the rest of your year and we look forward to connecting with you in 2025 the year of MERAKI!
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