It’s imperative for brands to continuously pivot their marketing strategies to align with emerging trends and shifting consumer expectations. Static approaches are no longer sufficient. As technology advances, this means adopting data-driven tools into the company’s growth plan. Ultimately, businesses willing to adapt their strategies and take bold, customer-centric approaches will thrive.
This year promises to be a defining year for brands willing to adapt and innovate. Trends used to be associated with startups shaking up the market. If companies don’t follow the latest trend, they lose their competitive edge.
Laura Hutfless, cofounder of FlyteVu, understands firsthand the importance of tracking marketing trends. As an entertainment marketing agency owner, it’s her responsibility to keep her clients at the forefront of their respective industries. In a recent interview, she shares this year’s top three marketing trends:
Brands Becoming Media Channels
Savvy lifestyle brands are shifting from hiring creators to becoming creators themselves. With traditional advertising’s effectiveness declining, brands must create content that entertains, educates and builds loyalty. Platforms like YouTube and podcasts enable brands to act as publishers, offering storytelling beyond mere promotion.
This shift was exemplified by the massive success of Mattel’s Barbie movie in 2023. This watershed moment demonstrated how brands can take a seat at the table in crafting storylines that align with their identity and values. In 2024, other brands followed suit: Starbucks launched Starbucks Studios, and Chick-fil-A announced plans to collaborate with major production companies to create original, family-friendly programming for its own streaming platform.
“What was once exclusive to large companies with massive marketing budgets is now accessible to brands of all sizes,” she explains. “With a modest upfront investment to develop initial concepts or align with relevant projects already in development, smaller brands can now compete in the content creation space.”
Innovation Through Brand-To-Brand Collaboration
Collaboration between brands has been on the rise, and in 2025, it’s becoming a game-changing strategy for innovation. By leveraging the strengths of complementary brands, businesses create unique experiences and products that neither could achieve alone. Although this isn’t something new, it has become more popular over the past few years and will only increase in demand.
Brands dedicated to the partnership economy have seen annual revenue channel growth surpassing 50%, demonstrating the financial benefits of strategic collaborations.
For example, the recent partnership between Ashley and Samsung merges design and technology, offering consumers a groundbreaking way to shop for their homes through an interactive showroom experience. Similarly, the collaboration between BMW and Louis Vuitton highlights the synergy between luxury cars and high-end goods. Louis Vuitton’s bespoke line of luggage, designed to fit seamlessly into the cabin of the BMW i8, used carbon fiber to mirror the car’s construction—a design decision that connects the two brands’ identities. These collaborations expanded brand reach and generated earned media and social buzz, offering consumers unexpected and exciting experiences.
The marketer continues, “By entering new categories, brands can break through the noise, tap into new audiences and establish themselves as innovators. In 2025, the brands that dare to innovate together will set themselves apart and drive meaningful growth.”
Hyper-Personalization Powered By AI
Personalization has been a buzzword for years, but in 2025, hyper-personalization powered by AI will take center stage. Today’s consumers expect brands to know them intimately and deliver tailored experiences in real-time.
Video content continues to dominate in 2025, especially among younger audiences who crave engaging, snackable content. This year, advanced AI tools are transforming video marketing by enabling unprecedented levels of personalization and targeting at scale. These innovations, particularly when applied to live streaming and shoppable videos, will drive significant growth in retail, providing brands with new ways to build meaningful connections with their audiences.
Additionally, social platforms have evolved from marketing hubs into direct sales engines, seamlessly guiding customers from awareness to purchase faster than ever before. AI-driven tools analyze vast datasets, including browsing habits, purchase histories and even social media activity, allowing creators to customize marketing campaigns.
“Brands that partner with the right social influencers—both macro and micro—who have established loyal followings and involve them as co-creators in the consumer journey rather than as transactional, one-off collaborators will unlock exceptional opportunities for success in 2025,” Hutfless concludes.
Hyper-personalization will enhance customer journeys in addition to product recommendations. From custom email campaigns to dynamic website content that adapts to user preferences, AI allows brands to deliver experiences that feel personal, timely and relevant.
By adopting these strategies, brands can stay ahead of the curve, building trust and loyalty in an ever-evolving marketplace. The future of marketing lies in agility and innovation—and these trends are the roadmap to success.