It never ceases to amaze me how much can change in one year. This time last year, we were talking about livestreaming and early examples of AI-generated content. Now, we’re discussing full-blown AI marketing strategies and media productions (Google NotebookLM, anyone?), and a completely new reality for search engines.
If you’re worried that you’re falling behind, you’re not alone. Marketing moves fast—and AI moves even faster. But fear not. We did our homework and spoke to a few in-house experts about the top marketing trends that you’ll likely encounter in 2025. Get a closer look at these trends below and learn how they might impact your business.
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Marketing trends worth embracing in 2025
01. Cringe marketing
Over the last few years, we’ve all seen a shift from polished, heavily edited videos to raw, short-form content (TikTok’s fingerprints are all over this trend). At the same time, we’ve seen a shift from scripted, conventionally funny humor to raw—perhaps even awkward—humor.
Today, cringe comedy is living its best life. And it’s inspiring marketers to get cringy with their own content. “There’s just too much of everything, and the way to stand out in today’s Attention Economy is to break through the noise,” writes Shachaf Rodberg, Wix’s marketing trend analyst, in his analysis of cringe marketing. “We all just want to feel something; it doesn't matter if it’s joy, horror or complete discomfort. Other times, we may see a little piece of ourselves in…the awkward or socially inept anti-heroes we see on our screens.”
Of course, this type of marketing isn’t appropriate for every brand or every occasion. But if done well, it has the power to create buzz and leave a lasting impression. Take a look at this video by Bodyform. Periods aren’t the most comfortable subject to discuss at the dinner table, but rather than shying away from it, Bodyform shamelessly tackles the question, “Why do girls still see blood in their pants and think they’re dying?” in this video.
02. Chaos packaging
As reported by the Wall Street Journal and coined by venture capital consultant Michael Miraflor, “chaos packaging” has been giving us a lot to talk about. “Ice-cream tubs of tampons and sunscreen from a whipped-cream can: welcome to ‘chaos packaging,’” reads the WSJ headline.
This disruptive form of packaging flaunts some attractive benefits: new brands can rock the boat (like Liquid Death, now a billion-dollar brand, which was able to shake up the beverage industry by offering water in beer-style cans). Brands can also sidestep the skyrocketing costs of shelf space, ads and other forms of media—all while expressing themselves in a way that creates buzz.
But, as WSJ reports, there’s a fine line between creative and too chaotic. Cleaning brand Puracy once tried offering their cleaning solutions in soda-like cans. It wasn’t long before it began receiving backlash for using packaging that could confuse unsuspecting children.
So, while chaos packaging can serve as a cool, strategic marketing strategy and even an effective product differentiation tactic, it should be done tastefully. Make sure your packaging is still functional and true to your brand. Perform gut checks along the way, and be intentional with your design.
03. Small IRL events
These days, there’s a palpable appreciation for in-real-life (IRL) events, specifically smaller, more intimate gatherings. “People are chronically online,” says Shachaf, pointing to online fatigue as a key catalyst behind this trend. “People are looking for a social experience—something that’s actually experiential and impactful—not just another conference.”
You’ve got shops like Starbucks hosting coffee tastings, while brands like Alo offer yoga classes. You see tech companies like Substack hosting live debates, and local mom-and-pop shops throwing community barbecues. As another example, Wix hosts workshops and meet-ups in select cities to bring like-minded professionals together.
Community is at the heart of these events. While the online world can often feel cold, anonymous and impersonal—the offline world promises meaningful, face-to-face interactions with people who might share the same interests as you.
Events also offer a forum to build trust. “You can't really trust information online anymore,” adds Shachaf. “Currently, the notion is that people should assume that what they see online is fake…the only place where you can verify that what you consume is authentic is in real life.”
04. First-person storytelling
Even online, we haven’t ditched our love for authentically human interactions. This is especially true amid the explosion of similar-sounding, AI-generated content. We’re finding many brands reverting to good old human-centered stories or beefing up their content with expert quotes and opinions.
“What’s super important now is the first-person value,” notes Judit Ruiz Ricart, strategic project manager at Wix who’s been studying the influence of AI on online search behaviors. “There's a level of people still not trusting AI for certain types of information or content…In general, if I want to learn more about a topic that is really close to my business or to my future, I want to read from experts that I either trust or who have done the research.”
“It comes down to, ‘Can a machine answer this for me?’”
For example, let’s say that someone’s searching for information on the trendiest hairstyles in New York this fall. A hairdresser who’s able to lend their expert opinion based on their real-world experience with clients is likely to be received well—whereas LLMs will likely be met with skepticism (and for good reason). It’s hard to trust—nor should anyone blindly trust—data that hasn’t been fact-checked or delivered with full context.
Explore marketing ideas worth trying this year.
05. AI optimization, not just search engine optimization
For as long as you can probably remember, SEO has been the favorite child of organic marketing. But there’s a noticeable change in the look and feel of our favorite search engines.
If you google anything (especially transactional keywords or “what is” queries that warrant quick answers), you may see something called AI Overviews (AIO) at the top of search results. As explained by Google itself:
“Google's AI scans search results and generates a concise summary of the main topics, along with brief explanations for each subtopic. The summary is displayed at the top of the search results page, along with links to non-Google websites.” - an AIO result for the search term “what is Google AIO”
This throws into question several long-held beliefs around SEO. “It used to be that if you're the first result on the SERP, you're gonna get 80% of the clicks,” says Judit. “Now, even if you're consistently ranking first, it might be that your CTR is much lower because you're showing up under this very big block of text that is already answering the question.”
So, how should website owners respond? Judit reminds that LLMs, including AIO, still rely on high-ranking content to generate answers. To be found by LLMs and, in turn, included in the results that users see, you need to have an optimized website. Brand is evermore important in this vein; taking steps to increase your brand’s visibility and reputation online can increase your odds of being recommended by LLMs.
“Keep an eye on what's happening,” Judit further advises. “If you see that these changes to the SERP are actually impacting the performance of a page, then maybe you need to take the time to understand what types of content are getting picked up by LLMs and test ways to get your content to show up…maybe you need to focus on other types of content that don't get the AIO currently.”
Related reading: A beginner’s guide on how to create a website
06. “Faceless” content
Today, some brands and creators are choosing to step out of the spotlight—literally. Faceless content, in which creators produce content without ever showing their face on camera, is growing in popularity among camera-shy and busy entrepreneurs.
“I feel like a lot of content creators who show their face have this pressure and judgment over their looks or identity,” Victoria, a “faceless influencer” with more than 2.6 million followers on YouTube and 2.1 million followers on TikTok, told The Hollywood Reporter. In a video sponsored by Hello Fresh, Victoria captures the process of cooking a meal, only ever revealing her hands and her silhouette.
Aside from promising anonymity, faceless content enables business owners to keep the focus on their products and skirt the usual fees and logistics that often come with video production. Business owners don’t have to rely on a polished spokesperson or influencer. Instead, they can use simple animations, product close-ups, text overlays—or even AI-generated visuals and audio—to create a high-quality video.
It’s worth noting that faceless creators skew heavily female, as reported by The Hollywood Reporter. The vast majority of faceless TikTok, YouTube and Instagram accounts are currently ran and followed by women.
07. Niche newsletters
We have yet to see the day when people stop opening their emails. Despite its age, email continues to be a driving force for customer retention and engagement. But not all emails are created the same.
Niche newsletters will take the cake, predicts Shachaf, who states that “there’s no mainstream media anymore.”
“It used to be that you had several mainstream TV channels to choose from,” he explains. “Now, everybody has their own channel for consuming content. All these algorithms trap you in your own echo chamber, and you’re shown content that only speaks to your niche interests.”
It’s no longer just about amassing the largest email list possible. Rather, it’s about using your platform to speak to people who trust you and have a very specific interest that you can speak on. Shachaf gives the example of Industry Dive. “I guess there's enough people in the waste management industry that want daily news,” comments Shachaf, pointing out Industry Dive’s dedicated Waste Dive publication.
Taking a page out of Industry Dive’s book, businesses of any size or industry have the opportunity to “niche down” and focus on the most important topics that matter to their customers. The goal isn’t to appeal to everyone; it’s to identify your most value customer segments and make sure you’re paying attention to their needs.
“Companies need to understand that their customers have other things they care about, which are mostly not the company or the product. It’s about how the company can help solve those needs or provide value in other aspects other than the product itself.” - Shachaf Rodberg, Wix marketing trend researcher
08. Trendjacking
Trendjacking may never go out of style. This social media marketing strategy—in which brands use trending topics, events or themes to catapult their visibility—has worked for decades. It offers a fun way to increase engagement among existing followers and reach people outside your usual circle, or to simply show off your personality.
As an example, Duolingo cleverly paid homage to the popular show, The Bear, with this spoof. This fake video trailer features Duolingo’s iconic mascot announcing a new season of The Bird.
Our team also had some fun on October third with this Mean Girls’ inspired Instagram post.
With all this being said, trendjacking requires good timing and judgement. Some trends are better suited for creators, not brands. Others (such as a tragedy or sensitive topic) are better left alone. When brands try to get in on the action, it can feel inauthentic, exploitative or flat-out distasteful.
How to keep up with digital marketing trends
It goes without saying that keeping up with trends is a must for remaining competitive and creative. But 35% of small business owners say that keeping on top of marketing trends has proven to be difficult. Here are effective strategies to keep abreast of the latest developments:
Industry publications and resources: Subscribe to industry newsletters, blogs, podcasts and websites that provide updates on digital marketing trends.
Attend industry events: Go to industry events and conferences that let you network with experts, plus learn about emerging trends with other professionals.
Engage with industry experts: Follow and connect with thought leaders, whether on LinkedIn, a Slack community or TikTok. Engage with their content and participate in discussions that can help you stay ahead of the curb.
Analyze reports and data: Review industry reports, research papers and data analytics to gain insights into consumer behavior, emerging technologies and marketing trends.
Experiment with new tools: Stay curious and experiment with new tools. Tinker around with new technologies, such as Wix’s AI website builder and marketing tools. This hands-on approach will help you gain firsthand experience and understand each tool’s potential impact.
Learn more: Small business marketing
Marketing trends FAQ
What major trends affect marketing?
There are a number of major trends that are affecting marketing, including:
The rise of social media: Social media has become an increasingly important marketing channel for businesses to reach and engage with customers. Businesses need to have a strong social media presence and be able to create engaging content that resonates with their target audience.
The continued growth of mobile: More and more people are using their smartphones to access the internet. Businesses need to make sure that their websites and marketing materials are optimized for mobile devices.
The increasing importance of data: Data is becoming increasingly critical for marketing. Businesses are using data to understand their customers, personalize marketing messages and measure the effectiveness of their campaigns.
The rise of AI: AI is being used in a number of ways to automate marketing tasks and make marketing more effective. For example, AI can be used to create personalized marketing messages, target ads more effectively and provide customer service.