Staying relevant and ahead of trends when social media, marketing and PR are evolving at such a rapid pace has become increasingly challenging. Successful communications rely on a brand’s ability to convey authenticity and resonate with their target audience. As consumer preferences shift moving into 2025, short-form videos and podcasts are dominating social strategies, while creative, outside-the-box campaigns that align with emerging interests are gaining traction.
To create an effective marketing and communications strategy in 2025, businesses will need to focus on genuine engagement and authentic, personalised content.
Short-form videos saturating the market in 2025
The COVID pandemic acted as a catalyst for reshaping consumer habits and content consumption patterns. One of the most significant trends to emerge, which now dominates communications and marketing, is the importance of short-form video content. These videos, designed to deliver quick, engaging messages, are now essential for brands wanting to connect with audiences in an oversaturated digital market. With attention spans perceived to be shrinking and daily content consumption soaring, short-form videos are an efficient and impactful way to deliver messages.
The trend is backed by strong economic indicators. According to Statistica, short-form video ad spending is projected to grow at a rate of 7.82%, reaching £4.91 billion by 2028. Demonstrating its significance for brand visibility moving into 2025.
For the communications industry, this represents a paradigm shift. Traditional formats and longer forms of storytelling are taking a backseat to more concise, visually dynamic, and instantly accessible content. To remain relevant, companies must adopt marketing and PR strategies that prioritise creativity, immediacy, and adaptability within the short-form video landscape.
This evolution also challenges businesses to find innovative ways to stand out in a crowded market while maintaining authenticity and resonating with their target audience.
Podcasts are a marketing winner for 2025 marketing strategies
With the evolution of technology and social media, the communications landscape is constantly shifting, with several trends reshaping the way organisations engage with their audiences. The meteoric rise of the podcast, the expansion of short-form video content, and the changing expectations of Gen Z – who are increasingly looking for brand authenticity, commitment to diversity and environmentally sustainable policies, as well as providing entertaining, unique digital experiences – are all contributing to this transformation.
Now, more than ever, repurposing your long-form content is a successful strategy for your audiences to engage with material in their preferred formats. For instance, podcasts have diversified into video-podcasts; this not only boosts reach but also enables brands to repurpose podcast episodes into short-form videos for their social media channels. Additionally, podcasts can be repurposed into long-form content, such as blog posts, which can significantly enhance search engine optimisation (SEO).
Tapping into rising interests
Brands are no longer just aligning themselves with obvious trends but are also partnering with products that may seem counter-intuitive to engage with new audiences. For example, some energy drink providers are positioning themselves as wellness brands, promoting their products as healthy providers of natural energy.
To thrive, businesses must find different and creative ways of communicating with their audiences. Researching where your audience spends time online is key to ensuring you get in front of the right people and stay top of mind. Incorporating this practice into your marketing and PR strategies in 2025 will help you build credibility, trust and authenticity which will resonate with a new generation of consumers.
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Based in Tunbridge Wells, Kent, Sharp Minds Communications offers brand development, digital marketing, offline marketing, and public relations to businesses across Kent, Sussex, Surrey, and Greater London.
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