LOCALiQ UK’s Marketing Trend Predictions for 2025

2024 was another year full of big marketing changes. With new marketing features and updates rolling out at a rapid speed, the “set it and forget it” mindset has become a distant memory. In this blog we’ll take a look at some of the key marketing trends we think will be prevalent in 2025.

1. AI’s role will continue to evolve within marketing in 2025

2024 was the first year that AI really started to seamlessly integrate into marketing tool kits. Whilst we’re still a long way off AI being able to handle marking tasks end-to-end, it can help teams automate tasks and increase their output. Here’s how we expect AI’s role to evolve in 2025.

• Consumers will turn to AI to help make buying decisions and understand service offerings
  As people get more familiar with AI and how to utilise ‘prompts’ in the best way, we’ll likely see AI become more ingrained in everyday tasks. We’ll see a shift towards people using AI to research products, especially to conduct product comparisons and to ask for summaries of key features. Marketers should be aware of this and ensure that all relevant content is presented on their product page. AI-powered tools like visual search and augmented reality (AR) will also allow consumers to explore products in new ways. For instance, uploading a picture to find similar items or virtually trying on clothes or furniture before purchasing.
• AI will help businesses provide a new level of personalisation
  As AI has become more sophisticated, it has enabled businesses to analyse vast amounts of data to understand individual customer behaviours, preferences, and purchasing patterns. By leveraging machine learning and predictive analytics, AI can segment audiences more effectively, deliver tailored content at the right moment, and optimise messaging across multiple channels. Tools like recommendation engines, dynamic pricing, and chatbots enable real-time personalisation, enhancing customer engagement and satisfaction. This use of data allows businesses to ensure their marketing is not only more relevant but also more efficient.
• AI will become a filter for low-quality marketing
  Apple recently introduced their Apple Intelligence features in the UK, which includes ChatGPT built into the OS and the option to have AI summarise emails, messages and notifications. This means that users can streamline the reams of information they’re receiving daily, and use AI to determine the most important/relevant content for them. Marketers will have to be more deliberate with their messaging, ensuring that emails are concise and relevant to the recipient – a clickable headline won’t cut it if the key points of the email don’t appeal to the reader. This could potentially have a knock-on effect on open rates as AI gets smarter and learns to provide better summaries.

2. Short-form video will continue to dominate social feeds

Short-form video platforms like TikTok, Instagram Reels and YouTube Shorts will remain central to how users consume and interact with content. The demand for bite-sized, entertaining, and shareable videos will continue to grow due to people preferring quick, digestible information.

Businesses can no longer afford to ignore video marketing. In 2025 we’ll see businesses adopt a more intentional approach to video marketing. This is confirmed by statistics gathered in our 2025 UK State of Digital Marketing Report, where 42% of UK businesses said they are already utilising short-form video marketing but will plan to do more in 2025.  And 19% of businesses aren’t currently utilising short-form video, but will be adding it to their marketing mix in the coming year.

Smaller businesses, in particular, will adopt this format to not only attract and retain online customers but also to remain competitive with larger enterprises that have already mastered its use.

The accessibility of short-form video creation tools, coupled with its proven ability to deliver quick and impactful messaging, will level the playing field, enabling businesses of all sizes to connect with audiences effectively. Embracing this trend will be crucial for maintaining relevance in an increasingly video-centric digital landscape.

Expect to see an increase in short-form videos that include product launches, tutorials, testimonials, and interactive campaigns.

With so much content being produced, it can be hard to capture and hold a viewer’s attention. So, businesses will need to create an instant hook from the start of the video to engage viewers.

3. SEO will become more complex thanks to AI Overviews (yes, even more so!)

Google’s AI overviews landed in the UK in August 2024. And whilst Google is constantly updating its SERPs, this is the biggest feature that it’s rolled out for quite some time.

AI Overviews provide a summary of key information that is relevant to the user’s original search query. These overviews draw from multiple sources across the web.

Google’s AI overview presents itself as both an opportunity and an obstacle for small businesses. Whilst it provides a chance for smaller businesses to earn a place at the very top of the SERPs, it also brings with it the challenge of maintaining a good Click-Through Rate, as more users are now finding the information they’re searching for directly on the Search Engine Results Pages, minimising the need to click through to a particular web page to find their answers.

It’s likely that content that provides more top-level content will see the biggest decline in clicks. Businesses will have to focus in on relevant long-tail keywords and niche/complex topics to encourage users to click-through and explore the content in detail.

As a result of these overviews, SEO strategies will also shift towards optimising content for AI comprehension. This will involve a bigger focus on structured data, natural language processing, and topic authority. Businesses will need to create in-depth, high-quality content that aligns with user intent to be featured in these overviews. Additionally, brand visibility will rely on fostering trust and expertise, as AI overviews prioritise reliable sources.

As organic reach continues to decline due to algorithmic filtering, businesses will allocate more resources to paid social media advertising. Algorithms will play a critical role in optimising ad placements to ensure relevance and ROI.

4. Marketers will have to think outside the social box to beat the algorithm

In 2024, there was a lot of talk around organic reach dwindling across social channels due to algorithmic filtering. This has led to an increasing need for businesses to supplement their organic social media strategy with paid social media advertising. Algorithms will play a critical role in optimising ad placements to ensure relevance and ROI.

Algorithms will become even more sophisticated at analysing user behaviour, preferences, and interactions. This means brands will need to create tailored content that resonates with niche audience segments to achieve visibility and engagement.

if you’re looking to reach a new audience that has an expressed interest in your industry/offering, then partnerships and collaborations with relevant influencers and businesses can mutually benefit both parties.

Businesses will also have ensure transparency and adopt an ethical approach to social marketing. Users are now wise to spammy marketing tactics, and are tired of invasive, non-relevant ads. 2025 will see platforms further develop their algorithms to detect and reduce deceptive practices like clickbait or misleading ads. Marketers will need to focus on authentic, ethical campaigns to maintain their reach and credibility.

5. Soundless adverts will be instrumental for social

A significant portion of content consumption happens on mobile devices, often in public or quiet environments where sound is muted by default. Social platforms like Instagram, TikTok, and Facebook autoplay videos on mute, making captions and visual storytelling essential to capture attention. When creating videos/adverts, be sure to include a version that includes captions, ensuring the video makes complete sense with the sound off.

Soundless adverts also ensure accessibility for individuals with hearing impairments and cater to diverse audiences. Including text overlays, captions, or visual cues will ensure businesses can reach a broader demographic.

Looking to stay ahead of the trends in 2025? Whether you want a robust SEO strategy, or you’re looking to improve your social advertising, LOCALiQ can help. Get in touch with us today to find out how we’re already helping hundreds of UK businesses with their digital marketing.