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The 2025 Marketing Blueprint: Social, AI, and New Skills
Forget everything you thought you knew about marketing—2025 is flipping the script. Social media platforms are shaking things up, AI is taking center stage, and the hottest marketing skills are nothing like what you’d expect. Threads is rising, employee content is stealing the spotlight, and brands are turning loyal customers into co-creators. Ready to dive into the trends that will define the future? Let’s break it down.
Social Media Trends
- Platform Shifts: X is losing users due to issues like poor engagement, while BlueSky (ad-free, niche communities) and Threads (simple to use, content creator-friendly) are growing. Threads, with 275M+ users, aims to compete with X and plans to monetise ads after reaching a billion users.
Tip: On Threads, text-only, humorous or educational content resonates best. - Employee-Generated Content (EGC): Employee advocacy is a growing trend, especially on LinkedIn, which will surpass 800M users by 2025. EGC builds trust by showing authentic stories from behind the scenes. Brands like IKEA use it effectively for transparent, relatable content.
Tip: Make sure EGC feels natural—avoid overly scripted content. - Customer Collaboration: Brands are moving away from high-profile influencers, focusing more on collaborating with loyal customers to create authentic content. For instance, REFY hosted an exclusive community retreat to deepen relationships with its followers.
Tip: Invest in private, exclusive communications with loyal fans for better engagement.
AI & Digital Marketing Trends
- AI Fatigue: With the rise of AI tools, many marketers are feeling overwhelmed by constantly adapting to new technologies. The key is to use AI strategically, focusing on tasks that improve efficiency without creating extra work.
- AI Agents: AI is evolving into AI agents—programs that can handle tasks across platforms, like running campaigns, A/B testing, and analysing data to improve performance.
Tip: Use AI agents to automate routine tasks, allowing marketers to focus on more creative, strategic work. - AI in E-commerce: AI is revolutionising online shopping, from personalised recommendations to real-time dynamic pricing and AI-powered chatbots. It enhances the shopping experience and helps brands optimise sales and customer engagement.
Tip: Leverage AI for hyper-personalised ads and real-time insights to improve ad targeting and sales strategies.
Digital Marketing Skills & Job Trends
- AI Skills: Marketers need to focus on developing AI strategy to effectively integrate it into their campaigns. This includes understanding which AI tools will best serve their business needs.
- Soft Skills: In addition to technical skills, soft skills like collaborative problem-solving are becoming essential as AI takes over more repetitive tasks. Companies value marketers who can think critically and work well in teams.
Tip: Focus on developing soft skills (e.g., leadership, strategy) to gain a competitive edge in 2025.