A new season means new trends are on the rise. Aside from florals, spring cleaning, and sunny weather themes, there are many more marketing trends we can expect to see this season. Check out our team's spring marketing predictions for 2025!
New Social Media Algorithms and Videos
Social media algorithms are constantly changing, but our team predicts Instagram and TikTok will experience the biggest shifts this season. Yasmine, Founder and CEO at BlueTickSocial says, “I think the algorithms for Instagram and TikTok will be very different. I think they are going to put a bigger emphasis on videos that promote products. For example, a TikTok shop item video will get more views. I also think they’ll prioritize ‘authentic’ content.”
While product promotion videos and relatable videos have been popular, we predict platforms will prioritize these types of videos. This shift may be most notable on Instagram, as the platform has already prepared for more active users and a video-centric approach. Just this year, Instagram updated its interface to resemble a more TikTok-style profile to better accommodate videos and announced the development of its new app, Edits, a video editing app to rival CapCut. With these changes, Instagram may likely be preparing to shift the algorithm to prioritize more casual content like TikTok, as opposed to its more curated approach at present.
Shifts Toward Authenticity and Smaller Creators
Social media users have become inundated with a never-ending scroll of content, resulting in a push for higher content standards for all creators and marketers. Essentially, people want more quality content and won’t accept anything less. This includes shifting attention to smaller creators over larger ones in pursuit of higher authenticity.
Aubriana, Digital Marketing Specialist at BlueTickSocial, says, “I think we will see a push towards more authenticity with smaller creators vs. larger creators with huge brand deals as audiences want to see more relatable content and less produced content from larger creators that feel out of touch or sales-y. An example of this is the Poppi fiasco, which highlighted how out of touch brands have become with larger influencers straying away from their brand foundation and people who actually buy their product.”
The beverage company Poppi experienced a backlash in February this year with its viral Super Bowl influencer campaign. The Poppi team partnered with a few dozen influencers to build up the hype for the big game, gifting exclusive hot pink vending machines complete with a range of Poppi beverages. Poppi fans did not receive this campaign well, sharing that it excluded a lot of their fan base and was even wasteful. The public’s reaction to this influencer-based campaign further highlights how much online communities nowadays desire more authenticity from brands.
Community Building With Customer-Focused Campaigns
Following this consumer shift toward authenticity and community, Aubriana also predicts, “More brands will start treating their customers and supporters like they would influencers with PR.”
While Poppi experienced controversy with its influencer-based campaign, other companies have taken an entirely different approach by following consumer trends. This was seen earlier this year when the skincare brand Cocokind ditched the influencer trip and opted for a customer-branded trip, hosting an all-expenses-paid trip to Napa Valley for seven lucky customers—not influencers. This marketing tactic was very well received by Cocokind’s audience as it centered on the customer experience rather than the influencer.
Experiential Marketing Strategies Will Bloom
Brianna, Director of Writing at BlueTickSocial, says, “Experiential marketing has been on the rise in the last couple years, and I think it's only going to get bigger as more brands add this to their strategy.”
Following the trend of customer-focused campaigns, audiences desire to be included in the marketing experience more and more. They don’t just want to ‘like’ a photo or video; they want to experience the brand themselves (and then share it on social media). In 2024, many brands led their marketing strategies with customer experiences in mind. Taylor Swift promoted her new album, The Tortured Poets Department, with a pop-up event where fans could search for album easter eggs. Meanwhile, Airbnb and Mattel partnered to celebrate the Polly Pocket Doll’s 35th anniversary by creating a life-size version of the brand’s 1994 dollhouse.
Experiential marketing is only gaining momentum as more brands focus on curating customer experiences. This year, big brands like Glossier and Miu Miu have already executed massive in-person, interactive campaigns. Glossier launched its new lip balm shade with an immersive ‘Black Cherry’ campaign that seamlessly blended sensory marketing with customer experiences, featuring cherry-themed pop-up events and exclusive merch: a cherry-shaped lock.
Meanwhile, Miu Miu launched multiple pop-up events in China, named ‘Miu Miu Encounters,’ to ring in the Lunar New Year and highlight the Chinese Year of the Snake. These interactive experiences included a flower boat ride in Guangzhou, ice bike rides in Beijing, and an exclusive song ‘Come Dane - Miu Miu Encounters’ written by Lexie Liu that debuted in Shanghai.
The beauty of marketing is that our strategies are ever-evolving to meet our target audiences where they’re at. Whether or not our predictions come to fruition, we look forward to another season filled with exciting new marketing trends—happy spring!
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