Happy New Year! Welcome back to the In1 Solutions blog. We’re so excited for another year of hitting milestones, breaking records, and exceeding expectations! Thank you to our wonderful followers, readers, clients, and collaborators for your continued support.

We’re only a few days into 2025 and, already, several new clients have gone live with our gift card technology. But more on that in our monthly #HighlightReel blog post! Today, we’re eager to help all the Marketing Managers out there in their quest to discover what lies ahead.

We’ve compiled a list of trends with the potential to blow up in 2025, giving you the foresight to future-proof your business’ marketing strategies.

1. Know When to Rely on Artificial Intelligence (A.I.)
A lot of us are overwhelmed with the constant news about A.I. Discussions about its impact seem to be everywhere you look… So, we’ll keep this brief!

Whether you’re pro- or anti-A.I., for better or for worse, it looks like it’s here to stay. Marketing experts recommend striking a delicate balance between human-and A.I.-generated content. Leaning too heavily on the former may hinder your productivity, while an over-reliance on the latter may negatively impact your brand’s image.

The key to navigating this minefield? Be wary of false promises. For example, A.I. chat bots may seem convenient for customer support, but they can spawn the same few messages in response to keywords. This may leave customers frustrated and without answers. Similarly, A.I.-generated images and copy may seem like timesavers, but they can appear uncanny or lacklustre.

Of course, A.I. can help automate mundane, repetitive tasks, freeing up staff for more worthwhile activities. But it’s important to identify which operational or marketing weak spots would benefit from intervention.

This formula is unique for every business. As we’re in the first month of the year, it’s worth setting aside some time to perform an in-depth analysis of which resources should go where. That will help set you on the right foot for 2025.

2. Employ Generative Engine Optimisation (GEO)
I know we said we’d keep the A.I. conversations brief (and we meant it) but we’d be remiss not to mention GEO.

Generative Engine Optimisation is, some might say, a sister to SEO. GEO allows you to optimise your website’s content so it appears on AI-driven search engines such as Copilot and Google AI. According to Demand Sage, ChatGPT has over 180 million active users with Perplexity AI’s search volume increasing by over 858% in the past year. This is what we mean when we say, like it or not, A.I. is here to stay, so it’s important not to be left in the dust.

If you’re looking for guidance, check out Hubspot’s article on how to implement GEO into your website’s content optimisation strategies.

3. Be Cognisant of Viral Trends and Emerging Social Platforms
With an array of controversies driving users off of Facebook and X (formerly Twitter), platforms such as BlueSky have been growing at a staggering rate. Similarly, rumours of a TikTok ban in the United States have prompted Developers to create copycat platforms. Meanwhile, others expect the TikTok outage may prompt a return to longer form video content. Something that was, up until recently, considered a thing of the past.

But these are just two examples of an ever-shifting social media landscape; One that is evolving faster than ever before. Between micro-trends, short lived viral sounds, social platforms repositioning themselves in the public consciousness, a declining interest in influencers and celebrity endorsements, and changing customer appetites, Digital Marketers have their head on a swivel. What was popular yesterday may not be popular tomorrow.

Our advice? Only contribute to trends that complement your brand identity. Sure, partaking in viral trends can be fun and can grow your audience, but are you growing the right audience? There’s not much point in have 10,000 followers when only 1,000 of them actually engage with your product.

With everything in flux, it can be tempting to jump on viral trends. And it’s something we encourage, but just make sure you choosing the right trends and the right social platforms for your brand. Sometimes, less is more.

4. Lean into Employee Generated Content
More and more, customers are looking to see themselves reflected on screen. We’ve already touched on the waning interest in influencer- and celebrity-centric campaigns.

Factors such as the pandemic and Cost of Living Crisis have heightened buyer awareness of the wealth and lifestyle gaps that exist between the ultra-famous and the regular Joe.

Not only does Employee Generated Content scratch the itch to see relatable folks on screen, it can also enhance trust in your brand. Having employees  attach their faces, voices, and opinions to their work, rather than operate anonymously behind a computer, demonstrates their have belief in your company. After all, who knows your product better than your employees?

So, why not encourage your team to get creative and generate some content of their own?

That’s just the tip of the iceberg! Looking for bespoke marketing advice for 2025? Existing gift card clients are entitled to FREE marketing consultations with our expert team. Simply reach out to us on sales@in1solutions.com for more advice, tips, and predictions.