6 Marketing Trends You Need to Know in 2025
Inspired by HubSpot’s latest insights from their State of Marketing report
Introduction
Marketing in 2025 is shifting fast. If you’re still applying 2024 strategies, you’re already behind. AI is revolutionizing content, consumer behavior is changing, and brands that fail to adapt will be left in the dust.
The good news? You can stay ahead by leveraging these six data-backed marketing trends. Based on HubSpot’s State of Marketing report, which surveyed 1,200+ marketers worldwide, these insights will help you future-proof your marketing strategy.
1. AI Is No Longer Optional—It’s Essential
AI is not just assisting marketing—it’s optimizing entire strategies in real time. Brands that resist AI adoption risk inefficiency and higher costs.
How to stay ahead:
• Use AI tools like ChatGPT, HubSpot Breeze, and Jasper to generate content, ad copy, and emails.
• Compare AI-generated content vs. human-written to see which performs better.
• Let AI analyze customer behavior and predict trends to make data-driven decisions faster.
Key stat: 47% of marketers still don’t know how to measure AI’s impact—don’t be one of them.
2. Short-Form & Long-Form Video Dominate Marketing
Attention spans are shrinking, but engagement is skyrocketing for short-form and long-form videos. Social platforms reward watch time, meaning brands that master video will gain the most traction.
How to stay ahead:
• Prioritize short-form videos like TikToks, Instagram Reels, and YouTube Shorts.
• Double down on long-form content (e.g., podcasts, deep-dive YouTube videos) to build audience trust.
• Repurpose video content across multiple platforms to extend reach.
Case Study: HubSpot’s business media brand The Hustle launched a YouTube channel with engaging business storytelling, resulting in 400,000+ monthly views—proving that video storytelling is the future.
3. First-Party Data Is King as Consumer Trust Declines
With third-party cookies disappearing and ad costs rising, brands must own their audience rather than relying solely on paid ads. First-party data (emails, subscribers, loyalty programs) is now the gold standard for personalization and retention.
How to stay ahead:
• Build email lists by offering exclusive content, discounts, or free resources.
• Be transparent about data collection—consumers trust brands that openly explain how their data is used.
• Use first-party data to personalize offers and messaging, leading to higher conversions and customer loyalty.
4. Brands Are Becoming Content Creators, Not Just Advertisers
Consumers don’t trust traditional ads anymore—they trust creators. 92% of marketers are shifting budgets from ads to content-driven marketing because authentic storytelling converts better than salesy promotions.
How to stay ahead:
• Create valuable content instead of just running ads—educate, entertain, and engage your audience.
• Partner with micro-influencers and UGC (User-Generated Content) creators to build trust.
• Show behind-the-scenes content and customer stories—humanizing your brand builds stronger connections.
Example: Even luxury brands like Jaguar are shifting to TikTok and Instagram storytelling rather than traditional ads. Their goal? Appeal to younger buyers with lifestyle-driven content.
5. AI-Powered Ads Are Redefining Campaigns
The old way of manually testing ads is fading. AI-powered ad platforms are reducing costs, optimizing in real time, and improving engagement automatically.
How to stay ahead:
• Use Meta’s Advantage+ and Google’s Performance Max to optimize ads without manual intervention.
• Test AI-driven audience targeting instead of manually selecting demographics.
• Run A/B tests comparing AI-optimized vs. manually tested ads to see the difference in performance.
Why this matters: AI analyzes and adjusts your ads instantly, making your budget stretch further while increasing ROI.
6. Social Search Is Replacing Google for Gen Z
Google reported a 40% decline in product searches among Gen Z. Instead, younger consumers are using TikTok and Instagram search to discover brands.
How to stay ahead:
• Use TikTok’s search bar to find trending keywords and create content around them.
• Add searchable text overlays on videos to increase visibility in social search results.
• Optimize hashtags based on platform-specific trends rather than generic ones.
Key takeaway: If your brand isn’t visible on social search, you’re invisible to millions of potential customers.
Conclusion: The Future Belongs to Fast Movers
Marketing in 2025 will look nothing like 2024. AI, video, data privacy, creator-led content, and social search will define the brands that thrive versus those that disappear.
Ask yourself:
“A year from now, will I regret not adapting sooner?”
If the answer is yes, embrace these changes now and stay ahead of the competition.
Want More Actionable Insights?
📥 Download HubSpot’s State of Marketing Report for even deeper strategies.
📺 Watch more expert marketing breakdowns on HubSpot’s YouTube channel.
What trend excites or worries you the most? Drop your thoughts in the comments! 🚀