11 UK marketing trends to follow in 2025

The new year is fast approaching, which means you are already planning your marketing strategy for 2025. We can help you with that! We have researched the top 11 marketing trends to watch out for in 2025. With these in mind, your marketing teams can prepare your roadmap and overall strategy for the upcoming year.

What are trends in marketing?

Before we list out the top 11 marketing trends in 2025, you might be wondering, what is a marketing trend? People consider a marketing trend to be anything that changes the area or way your organisation operates. This means that a trend is something that directly affects the channels or segments your company works in.

If you need some examples, we have the top 11 2025 trends for you right here!

Trend 1 - Generative AI content

As much as SEOs, authors, content creators, and more might not like it, AI is still rapidly evolving and changing the marketing. Don't fight AI, use it to help you and supplement your work. Find ways you can use AI to help boost your company's bottom line instead of letting AI do the work for you. Whether that is using it as a prompt to write blogs or social media posts, make sure you still do the work yourself.

In the end, AI driven content will not convert as well as human content creation. Generative AI tools cannot create the same enhanced customer experience that user generated content can.

➥ What can I expect for 2025? When using AI and machine learning tools, think about a few things first. Users will expect more transparency with your content. So before you roll out an AI plan, consider its overall impact on your content.

Trend 2 - Voice search is crucial

Most marketers know that optimising for mobile is crucial since many consumers opt for mobile over desktop now. This means, the need for voice search is on the rise. Voice search is quickly becoming a popular way for consumers to find products and services online.

In general, those people who are using voice search are at the consideration or conversion stages of the funnel. Therefore, focusing on how people speak when doing a voice search, can help you achieve higher conversion rates.

➥ What can I expect for 2025? Focus on local SEO, meaning optimising your website to rank better in search results for local audiences. Consider targeting location-based keywords, which respond well to voice search. Prioritise writing in a more conversational tone since people often phrase voice-based searches as questions.

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Trend 3 - Creative innovation in social media

With an ocean of content on the internet, it might seem impossible to stand out. That is a popular trend you should plan on seeing in 2025. The social media strategy and rollout you had in 2024 might not cut it anymore.

Attention spans are dropping. When you create content for your business, make it unique and special. This will help grab the attention of your target audience. Creative innovation will dominate the market, so plan accordingly.

➥ What can I expect for 2025? What will get people interested in my content? This can vary based on the different generations. Focus on humor and music, as these generally perform well across the board.

Trend 4 - Short form video domination

Speaking of attention spans, it will be crucial to continue to create short form content. These snippets, shorts, or reels, will help to boost your message. The popularity of social media and short-form videos will likely drive this trend to rise by 10% from now until 2028.

Not only will short form videos be easier to make, but they have the highest return on investment (ROI). This can result in an overall market volume of potentially more than $145.8 billion or £114.5 billion.

➥ What can I expect for 2025? Experts expect video content to grow more over the years. Consumers want to see how products look and how they can use these items in their own lives. Continue to focus on creating thoughtful and informative content to keep your audience engaged.

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Trend 5 - Thinking outside the box

Much like with social media, brands should expect to see the need to creatively stretch their innovation. This doesn't mean you need to enter a new market or fully rework your business model. However, by focusing on innovation, you can stretch your creativity even further.

Stand out from your competition and even your market. Research customer pain points to see if there is a way you can make something helpful and new from it.

➥ What can I expect for 2025? This trend might be the hardest on the list. Don't expect innovation to work 100% of the time. Trying new marketing trends or expanding your portfolio includes risk. If you are willing and able, there can be a reward for finding a new way to market your innovation, products, or services.

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Trend 6 - Immersive marketing through virtual reality and augmented reality

Virtual reality (VR) and augmented reality (AR) are on the rise. These are creative ways to give your target audience an immersive experience when deciding on a product. These interactive experiences allow customers to directly interact with and see how the products will look in their space.

Plus, VR and AR can give the customer more confidence to buy a product because of the quality. This is especially true for online-only companies, where it is hard to test the product in advance.

➥ What can I expect for 2025? While VR and AR may be hard to use right away, they can greatly help boost your conversions. Reduce the hesitation at checkout by allowing your customers to directly see the product in a realistic setting. Put this into your product pages or social media. This will help your target audience feel more confident about your product.

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Trend 7 - Sustainable and ethnical marketing

Policies often directly relate to marketing tactics. New regulations are making companies rethink their sustainability and ethical presence in the market. For companies, this means you cannot simply say you are an environmentally-friendly company. You must show it through your products, actions, and values.

Customers also reflect this in what they want. People are looking to live a more sustainable lifestyle. Most customers would rather purchase sustainable products or shop at an eco-friendly company.

➥ What can I expect for 2025? Choose sustainable alternatives for your marketing efforts. This could mean focusing only on digital or online marketing. If you still would like to do offline marketing, consider choosing eco-friendly promotional products instead.

Trend 8 - Be inclusive

Society has moved away from a monoculture because there is marketing, content, and entertainment for every type of person. All these interests are easily accessible to whomever. This is why consumers are yearning for more inclusion and diversity.

People are identifying themselves in more ways. Which is why as a brand, you need to make sure you are targeting the right audience. A welcoming environment will go a long way to build that relationship with your audience.

➥ What can I expect for 2025? Inclusion and diversity are more than just a box to check. Your company should work to show these values in everything it does. This includes marketing strategies and actions within the company. Being exclusive is easier than inclusion, so embrace it.

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Trend 9 - Personalisation in all marketing aspects

One great way to be inclusive is to target someone as an individual, instead of as a group. Researchers have proven that targeted marketing and ads work. Like with social media, your target audience is more likely to engage with your content if they feel a connection.

Gone are the days of impersonal promotional products, ads, and services. Creating these thoughtful moments and products, you are connecting through on a more personal level. This can come in the form of personal recommendations, which leads to higher engagement. Tailored ads allow for the ads to resonate more with the intended audience.

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➥ What can I expect for 2025? Customers feel more valued as individuals rather than just a wallet. Ads should feel personal to the viewer. Think about how your product or service can connect with real people. Avoid targeting one generic group.

Trend 10 - Community building

Communities are a place where people come together because of a mutual interest or connection. Once you have mastered the personal ads, then you can enjoy the community you have built. These personal connections will lead to loyalty.

Another great way to build community is through sharing people's stories. These experiences allow your newly built community to connect on a deeper level. Unlike with AI, consumers are looking for something real.

➥ What can I expect for 2025? According to a Harvard study in 2014, the human brain most prefers narratives. Community building and deeper connections with your target audience can do just that. Consider highlighting customer stories through reviews, social media highlights, or even in your advertising.

Trend 11 - Micro influencer marketing

Another way to create more personalised marketing and build community is through micro influencer marketing. Micro influencers have built their platforms by doing just that. They allow the human stories and personal narratives to come out and audiences are resonating with that.

To get the results you want, look for micro influencers with high engagement, rather than a larger number of followers. Highly engaged micro influencers have tapped into the personal connection and community building. When you partner with the right one, you can make an even bigger impact.

➥ What can I expect for 2025? Stop focusing exclusively on the total number of followers. Instead, focus on creating authentic and genuine, long-term, partnerships with micro influencers. They have a personal relationship with their community, bridging the gap between a company and its audience. Be sure to work with influencers who also align with your company values.

Final thoughts on 2025 marketing trends

In the end, customers are what drives the marketing trends. For various reasons, they have the ability to shape the market even more. Companies can no longer create one strategy to fit every person. Target content aimed at the consumer as an individual is on the rise – don't expect it to go away any time soon either.

Were you surprised by any of these marketing trend predictions for 2025? Do you plan on implementing any of them into your marketing strategy next year? Hopefully these top 11 marketing trends of 2025 have sparked some ideas and you are ready to take on the next challenge.

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