Marketing Trends 2025: UGC, Community and Personalization
Marketing in 2025 is more human than ever. Short‑form video still rules social feeds, but authenticity is what stands out. Consumers trust user‑generated content (UGC): 80 % say UGC improves product discovery and the overall shopping experience. Meanwhile, 70 % of marketers believe that building a community is the key to retaining customers. Instead of polished ads, brands are sharing behind‑the‑scenes footage, hosting live Q&A sessions and encouraging customers to post their own stories.
Podcasts and newsletters remain powerful. Ninety‑one percent of marketers plan to increase or maintain their investment in audio content. Case studies aren’t going anywhere either: 78 % of B2B marketers use them, and more than half say they’re highly effective. Search‑engine optimization (SEO) is evolving with AI‑driven search, but 91 % of respondents still say SEO improves website performance.
To win in this environment, double down on storytelling and interaction. Showcase customer success stories and highlight the people behind your brand. Create communities where customers can connect with each other. Embrace AI tools that make personalization easier, but always add a human touch. When 96 % of marketers say personalization increases sales, ignoring it is no longer an option.