Adapt, Engage, and Outsmart the Algorithm

Thought LeadershipDigital Intelligence
Written By megan hammons

Trends we’re Seeing in 2025

With help from ChatGPT, an avid reader of the Digital Intelligence Report, especially when I make it read the newsletters, here is a summary of the major trends we are seeing after the first two months of the year. 

1. Social Media & Community Engagement

  • The way brands engage with social media is changing—community engagement is becoming more critical than just posting content​.

  • Platforms like TikTok and Instagram dominate engagement, while Reddit is gaining traction for product research​​.

  • Facebook’s fact-checking system is evolving, and Instagram's "Edits" feature aims to enhance video content​​.

2. Search & SEO Shifts

  • AI-powered search overviews from Google are reducing the visibility of organic results, which could hurt discovery for smaller brands​.

  • Search marketing spend should gradually shift from paid to organic as a long-term strategy​.

  • SEO must evolve, focusing on content that supports problem-solving and learning rather than just ranking​.

3. Artificial Intelligence in Marketing

  • AI-generated content is becoming mainstream, but human perspectives still hold value​.

  • AI is not just for content creation but should be leveraged for content assessment and optimization​.

  • Marketers need to establish AI governance and policies to guide responsible usage.

  • The concept of marketing to AI (instead of just using AI in marketing) is emerging​.

4. Content Marketing & Video

  • Long-form video may make a comeback in influencer marketing​.

  • Tactical FAQs and storytelling continue to be key content strategies​.

  • YouTube Shorts is being positioned as the future of digital marketing​.

  • Video and podcast advertising are areas where B2B marketers plan to increase spending​.

5. Programmatic & Paid Advertising

  • AI-driven programmatic networks are expected to rise, helping marketers keep pace with Google Performance Max​.

  • Marketers should be cautious with identity-based advertising, as it may not always be effective​.

6. Email & Mobile Messaging

  • Email remains effective, but frequency and automation should be strategically optimized​.

  • RCS messaging (Rich Communication Services) is becoming a full-funnel marketing tactic​.

  • SMS marketing continues to perform well, boasting a 98% open rate​.

7. Data & Analytics

  • GA4 bounce rate calculations differ from the old model, requiring new measurement strategies​.

  • Most marketers lack analytics tools that provide actionable insights​.

8. Privacy & Compliance

  • The FTC finalized new COPPA rules, meaning businesses must ensure compliance.

  • Brands must balance AI integration with maintaining trust in content authenticity​.

Based on what we covered in the first two months of the year, what should digital marketers be doing

  1. Engage, Don’t Just Post – Community engagement is essential for long-term brand success.

  2. Optimize for AI-Driven Search – SEO needs to move beyond keyword stuffing and focus on user problem-solving.

  3. Leverage AI Thoughtfully – AI should support content and decision-making, not replace human creativity.

  4. Diversify Paid Strategies – While social media and video ads are trending, search and CRM-building shouldn’t be ignored.

  5. Master RCS & Mobile Messaging – Consumers expect personalized and interactive communication.

  6. Stay Compliant – With evolving data privacy regulations, brands must stay ahead of compliance.

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