2025年营销趋势报告

Brandson ESGA generations point of viewMarketingTrends toWatchin 2025 meltwater.com Table of Contents IntroductionAI Reshaping Content MarketingIncreased AI RegulationThe Booming Creator EconomyThe Growing Misinformation ChallengeProactive Reputation ManagementSocial Media Overtakes Linear TVThreads Going MainstreamTikTok: Huge, but Facing an Uncertain FutureReddit: A Sleeping Giant030406070910111213142022 16171921Peer-to-Peer RecommendationsGrowing Generational Divides on SocialEasier Data-Driven PRLinkedIn’s Continued GrowthPersonalized Campaigns Becoming EssentialTrendjacking to Boost Reach Introduction Every year we see technological developments and cultural shifts thatforce marketers to adapt their strategies to stay ahead of the curve. Whatare the big themes that will drive changes in marketing throughout 2025? Nobody should be surprised that AI still leads the agenda, with thetechnology advancing at a breakneck pace. New capabilities and usecases appear every year, and marketers are keen to take full advantage ofthe opportunities on offer. But there’s a lot more happening in the marketing space than just AI. Thegrowing threat of misinformation continues to be a headache for PR andcomms executives. Influencers and content creators are in high demand,which is driving them to push for more equitable deals from brands andsocial platforms. And all the while, social media keeps on evolving. Social networks are nowmore popular than linear TV, but with TikTok facing a potential U.S. ban, andnew platforms gaining traction, there’s plenty of disruption to keep marketerson their toes! Read on to discover our pick of the biggest marketing trends for the nexttwelve months. AI Reshaping Content Marketing For content marketers, this shift poses a challenge — without visitorslanding on their websites, guiding potential customers through the salesfunnel becomes harder. Additionally, AI tools can sometimes provideoutdated or inaccurate brand information, making it essential to ensureaccurate representation on AI platforms. Content marketing traditionally revolves around creating high-qualitycontent to attract customers through search engines. However, recentAI developments could disrupt this model. In 2024, Google introducedAI summaries that answer user questions directly in search results,minimizing the need to click on links. OpenAI’s new SearchGPT offerssimilar AI-generated responses, while more users are turning to ChatGPTfor quick answers over Google. The rise of low-quality, AI-generated content is also cluttering searchresults, with estimates indicatingaround 14 percent of Google’s top 20resultsnow contain AI-generated content. This trend makes it harderfor quality sites to stand out, and research shows that while consumersprefer human-generated content, they oftencan’t tell the differenceunless explicitly informed. 14%of the top 20 Google searchresults are AI-generated content Marketers should consider highlighting human-created content byfocusing on unique insights, brand personality, and expertise that AIcan’t replicate. Emphasizing transparency in content creation buildstrust, as audiences value knowing if the content is human-made. Source: Originality.ai With changing search behaviors, diversifying trafficsources is wise.HubSpot foundthat about a quarterof consumers now search for brands on socialplatforms. Investing in social media engagementand community-building is a strong hedge againstpotential drops in organic traffic, with tools likeMeltwater’s social media management solutionsupporting these efforts. Finally, optimizing content for AI discovery throughconsistent updates and authoritative contentensures relevant and current brand representationacross all platforms. Increased AI Regulation Globally, governments are recognizing AI’s risks and moving to regulate.Alongside the EU and U.S. actions, new laws are emerging at state andnational levels worldwide. AI, once an unregulated frontier, is now underincreased oversight. For marketers, staying informed on AI regulation isessential to ensure compliance. With AI’s rapid growth, regulation has become a priority across thedeveloped world. In August 2024, the European Union introduced theArtificial Intelligence Act, set to take effect in 2025, regulating AI basedon risk levels. High-risk uses face stricter rules, while most marketing-related AI applications fall into low- or medium-risk categories, primarilyrequiring transparency from vendors rather than users. However, marketers must be mindful. AI systems used for personalizingcampaigns or chatbots handling customer data will be subject totransparency and disclosure requirements within the EU. This evolvinglegal landscape will vary by country, making it crucial for marketers tostay updated. In the U.S., President Biden issued a2023 Executive Orderpromotingtransparency and content labeling in AI. While not yet legislation, theorder may pave the way for broader AI regulation, thoug