Multiformat video synergy, omnichannel consistency, AI measurement, content optimization for bots and genuine connections are crucial trends for digital marketers to track in 2025. Superside’s creatives weigh in on these trends, providing actionable insights and creative solutions for growth-seeking enterprises.
If one development defines the evolution of digital marketing last year, it’s the widespread adoption of AI across multiple platforms and formats for content creation and distribution.
In a recent survey, 73% of marketing professionals said their companies use AI tools like ChatGPT and Midjourney to generate copy, images, videos and other content. Perhaps surprisingly, given the technology’s relative immaturity, was the finding that the highest proportion of marketers use the tech for image generation (69%).
It’s not just the scale of AI adoption that’s exciting, but also its potential for developing knockout marketing strategies in a fast-moving digital world. After all, AI makes automated, highly personalized campaigns that adapt to consumer preferences in real-time completely possible.
Wondering what 2025 will bring and how it will differ from the past few years? We turned to Kirsten van Rooyen, Associate Director of Marketing Strategy at Superside, to help us unpack the digital marketing trends we can expect to see in the next 12 months.
Digital marketing trends and shifts made 2024 a memorable year, and mostly on the social media side. Meta’s Threads platform, introduced in mid-2023, hit 275 million monthly users in November, while Bluesky roped in 20 million users on the back of its quieter, more user-controlled social media experience.
As we move into 2025, digital marketing will continue to throw up challenges and opportunities as it continues to evolve in multiple channels simultaneously.
HubSpot’s latest State of Marketing report reveals that 15% of marketers struggle to generate traffic and leads, but also struggle to keep up with the latest digital marketing trends, understand customer needs and achieve sales-marketing alignment.
AI optimization (AIO) is reshaping SEO, a vital shift given that organic search drives over 53% of all trackable website traffic. With more people than ever searching on AI, specifically, since the integration of multiple search features on AI tools like ChatGPT did last October, AI optimization should now be part of every digital strategy.
I am starting to see when working on customer projects that ChatGPT and Perplexity AI are frequently appearing as some of the top traffic drivers for websites in some cases—even out-delivering Google.
Looking forward, the key digital marketing industry trends we expect to see in 2025 include:
The digital marketing strategies that yield proven ROI in 2025 include using short-form videos, demonstrating brand values through content, running influencer marketing campaigns, tapping into social selling and more.
Let’s explore the latest digital marketing trends and how partnering with experts like Superside can help your brand capitalize on them.
It certainly looks like the death of long attention spans is here: Right now, short-form video dominates engagement, with content under 90 seconds retaining 50% of viewers and generating 2.5 times more engagement than long-form content.
In 2025, video is projected to account for 82% of all internet content. Digital marketers are paying attention too, with short-form video becoming the top leveraged media format in contemporary content strategies.
While short-form videos remain a surefire way to grab target customers’ attention on social media platforms, they are also becoming gateways to longer, more in-depth content.
Data from YouTube shows 59% of Gen Z users engage with longer content after discovering topics through short-form videos.
Short-form videos grab attention and serve as entry points to deeper narratives, especially for Gen Z audiences. Enterprises can balance this by crafting short-form videos that tease or summarize longer content, effectively driving viewers toward in-depth storytelling
Smart brands are leveraging this behavior by creating video content of varying lengths to guide viewers naturally through their marketing funnel. Note that different video formats are subject to distinct algorithms, each with its own performance metrics and success markers. Keep this in mind when you develop your digital marketing strategy.
Many brands are getting the balance right:
Nintendo’s video marketing strategy mirrors its gaming philosophy: Short teasers like the 15-second Kirby’s Dream Buffet clip lead viewers to longer content, from 90-second trailers to five-minute deep dives, reflecting how players engage with games both casually and intensively.
When Pernod Ricard U.S.A. did the first-ever photoshoot for its BarTrendr Magazine, Superside saw the potential to provide added value for the customer’s digital marketing and communication teams. We created a behind-the-scenes video showing the process of photographing Pernod Ricard’s iconic cocktails.
Superside combines audience insights with cutting-edge creative execution to produce short-form videos that resonate emotionally and visually. We focus on crafting thumbnails that grab attention and hooks within the first few seconds to captivate viewers while embedding subtle calls-to-action that seamlessly guide them to longer, more detailed content. Our expertise ensures every frame aligns with a brand’s narrative and objectives.
In a third example, outdoor clothing and equipment brand Patagonia has adopted a digital marketing strategy that prioritizes rich, documentary-style storytelling over product focus, exploring conversation and environmental topics through long-form videos that connect with its customers. It even has a Films section dedicated to showcasing these videos on its website.
Check out our list of the best video production companies for more ideas on making video work for your brand.
Machine learning’s impact on digital marketing extends beyond content creation, with measurement and creative testing emerging as crucial innovation areas.
AI’s ability to analyze vast quantities of data makes it a perfect fit for evaluating the effectiveness of digital marketing creative and campaigns. The latest AI tools can analyze past consumer data to identify successful creative elements, helping marketers predict and compare campaign performance before launch.
This analysis has already yielded some intriguing (and concerning) insights.
Take CreativeX, which uses artificial intelligence to evaluate the creative quality of advertising assets for thousands of brands and agencies. The company found that 50% of 2023’s $1.3 billion ad spend was wasted on creative that wasn’t fit for the platforms on which they were distributed.
Artificial intelligence brings much value to strategic marketing. The latest AI tools can be used to automate A/B testing and analyze feedback in real time so creative teams can experiment and optimize their campaigns faster than ever.
At Superside, artificial intelligence forms a key part of our creative performance processes. In fact, it’s so important that we invented our own tool. Discover how we can supercharge your ad analyses and digital marketing strategy with Superads. Try it for free today.
SEO also continued to evolve, with Google’s AI Overviews providing an AI-generated summary of search results, with links to the sites that informed it.
Artificial intelligence increasingly mediates our digital interactions, from Google’s AI summaries to conversational chatbots for research. This is big news for marketers—72% of whom think generative AI and chatbots will help personalize customer experiences and build meaningful connections in 2025 and beyond.
By tapping into data from all your channels—social, email, website, you name it—you can build a complete picture of how customers interact with your brand. Then, advanced analytics help you spot patterns, see what’s working and where you might be losing people.
Content optimization must now account for how AI systems interpret and prioritize information. Marketers are adapting their content strategies to match the conversational nature of AI interactions, structuring content around specific target audience queries and related questions.
They’re also adopting cleaner formatting with clear hierarchies—using strategic headings, focused paragraphs and comprehensive metadata—to help AI systems better understand and categorize their content.
Moreover, savvy marketers are extending their AI optimization efforts beyond text, developing high-quality visuals and videos accompanied by descriptive alt text and transcripts. This multimedia approach increases content discoverability.
Influencer marketing continues to evolve on social media platforms, with brands increasingly prioritizing micro- and nano-influencers to reach niche audiences authentically in 2025.
This shift also has brands focusing on digital communities and specialized platforms where organic engagement and trust already flourish.
Micro-influencers deliver higher engagement rates—often double the 5% ceiling of mega-influencers—generating more meaningful interactions and trusted recommendations.
Their cost-effectiveness allows new and established brands to partner with multiple niche creators and test targeted messages across diverse audiences according to their buyer persona.
A few standout examples of brands building trust with powerful spaces and communities:
It’s impossible to overstate the importance of creating a seamless customer experience across all channels, from social media platforms to real-life events. However, with the growing awareness of the echo chambers created by personalized algorithms, audiences will actively seek out diverse perspectives in 2025.
Brands can expand their digital marketing efforts by developing inclusive content that speaks with diverse audiences in multiple channels. By understanding different communities’ needs and connecting them to current trends, brands create more resonant and meaningful content.
Armed with these insights, you can tailor your messaging so it resonates with each audience segment—delivering the right message in the right place at the right time. That’s how you turn casual browsers into ready and engaged customers/leads.
Netflix exemplifies seamless omnichannel marketing, often pioneering marketing trends. Their synced playback feature allows subscribers to switch effortlessly the app between platforms.
Meanwhile, they actively maintain consistent brand storytelling and messaging across social media, email campaigns and their app. This cohesive approach is fortified by personalized recommendations and locally relevant imagery.
Netflix has also entered into partnerships to extend its brand reach beyond these marketing channels, creating co-branded merchandise, cross-promotions with Spotify and experiential marketing activations like their “Find the date you’ve been watching for” marketing campaign with Bumble.
Navigating these digital marketing shifts demands constant strategic adaptation. This is where the right creative partner can make all the difference.
Superside combines dedicated creative teams with AI-powered workflows to ensure quick turnaround times on large projects while maintaining quality.
We understand that digital marketing trends and priorities shift and evolve, our teams remain flexible and nimble, making it easy for you to scale your creative up and down quickly and fluidly. Look at how it works:
With services that include everything from:
We’re your creatives team's creatives team. You can count on us, always.
Our pricing starts at $6,000 per month, and we’re scalable to any enterprise and make dedicated teams for you.
Don’t take our word for it, though. Look at the results we help our customers achieve:
AI transformed digital marketing in 2024, while new social platforms like Threads and Bluesky further diversified the digital marketing landscape.
In 2025, digital marketers will tap into diverse video formats, AI-powered analytics and micro-influencer partnerships while exploring more inclusive content and automated customer engagement.
To ride the wave of new digital marketing opportunities, partner with the only creative service that keeps up with you—book a call with Superside today and get your brand to the next level of growth.