Main marketing trends in 2025
- Hyper-personalisation: a unique customer experience
Consumers expect to be treated personally and offered solutions that are right for them. Brands are moving away from generic marketing towards more personalised solutions. Analytics and automation help to create offers and recommendations that meet the needs of specific individuals.
- New opportunities
Pinterest is a new advertising platform in Estonia. It has several advantages: the visual environment is well suited for discovering products or services. Pinterest users are often in the buying decision phase, which gives brands the opportunity to reach their target audience at the right time. In addition, the “shoppable pins” solution for advertising is a good way to turn discovery directly into a shopping experience, increasing both sales and brand visibility.
- AI: a powerful tool for strategy
Artificial intelligence is no longer just a content creation tool. In 2025, AI will increasingly play a strategic role: helping to analyse the market, predict customer behaviour and optimise campaigns in real time. It will help marketers reach the right conclusions faster, but AI still cannot be trusted 100%.
- Social media: quality over quantity
While new platforms are constantly emerging, it is becoming more important to focus on the channels that really matter to the target audience. Rather than scattering content across all platforms, it is worth investing in specific channels and creating engaging and interesting content there.
- Responsible marketing: from words to action
Customers are no longer satisfied with slogans alone. They want to see real action: greener solutions, support for the local community and actions that match the brand values. Brands that can deliver on their promises and demonstrate real impact will succeed.
- Interactive and playful content
Gaining attention becomes more difficult. Interactive and playful content helps create memorable experiences. Virtual experiences, polls and games that invite consumers to participate can be what differentiates a successful campaign from the usual.
- Fast and emotional response
Consumers expect a rapid response to their needs – now. Whether it’s real-time customer support in an online shop (even in the form of AI) or answering questions on social media, speed counts. Responding quickly creates a sense that the brand cares and is always there.
- Social media SEO
Research shows that 40% of young adults (18-24 year olds) use social media as a search engine. This has led to the growing importance of social media SEO. The posts you see in your feed are there because of keywords you searched for earlier. So the more accurately a content creator can word or format the text in their content, the better the results.
- Advertising in Threads (Meta)
In 2025, Meta is expected to introduce an advertising option on its text-based social media platform Threads. This move will offer marketers a new opportunity to engage audiences, especially those focused on conversational and community-based content. Threads’ integration with Instagram will ensure seamless targeting and retargeting capabilities.
