We spoke with the team to look at the biggest trends to hit digital marketing for the year ahead.
Staying ahead of the game is key–whether it’s keeping your content fresh and creative or making sure your brand is discoverable across the many platforms. With algorithms and consumer habits constantly evolving, we’ve rounded up some top trends you’ll want to try.
1. Stepping in front of the camera
In 2025, human-led content is taking centre stage, People crave authenticity and love seeing real faces–not just products–on their screens.
Invideo found that content featuring people’s faces gets 38% more engagement, so don’t be shy about being on the other side of the lens!
2. Experimenting with longer videos
Whilst short, snackable content isn’t going anywhere, there’s a growing interest in longer-form videos.
Platforms like YouTube Shorts are gaining traction, and both Instagram and TikTok are welcoming longer vertical content. A longer video gives your audience more time to connect with you, so if you’re looking to build deeper relationships, it’s definitely worth trying out.
3. Optimising for AI search results
With a rise of zero click searches, Google and other search engines are displaying more answers directly on results pages, meaning users don’t always need to click through to a website.
To stay visible, focus your SEO efforts into appearing in AI-generated results and featured snippets. Adding FAQs and long-tail keywords to your website can help boost your chances of showing up at the top, driving more organic traffic your way.
4. Don’t hand your Google Ads over to AI just yet
While Google is pushing AI-powered recommendations for Google Ads, there’s still a long way to go before it can effectively manage campaigns on its own.
In fact, many of Google’s suggestions aren’t always the right move for your account. A human touch is still essential to make strategic decisions that truly drive results.
5. Quality over quantity
With AI-generated content flooding the internet, standing out is more important than ever.
The focus shouldn’t be creating more content, it should be on creating better content. AI is a great tool for researching trending topics, identifying key messages, and analysing customer behaviour, but the real value comes from using it to craft high-quality, meaningful content that cuts through the noise.
6. Findable content is king
Social media is now a major search engine, especially for younger audiences.
In fact, 67% of Gen Z use Instagram to search for information, followed by 62% on TikTok and 61% on Google, according to SoCi. The key takeaway? It’s not just about creating content, it’s about making sure your audience can find it and on the platforms they use!
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