The Dearden Group’s 2025 Marketing Predictions
Word of the Year: Authenticity
1. Pinterest Will Become a Standard Element of Marketing Campaigns
Pinterest was the second fastest-growing social media platform of 2024. While often considered social media, Pinterest operates as a visual search engine. Unlike Instagram or TikTok, traditional social media metrics like followers and likes aren’t the driving factors here. Instead, Pinterest is a space to find inspiration, learn something new, and explore creativity without the pressure of comparison.
Frustrated Millenials and Gen Zs are turning to Pinterest for valuable, authentic content that feels human. As other social media platforms become saturated with sponsored posts and affiliate marketing, Pinterest offers a refreshing alternative.
Pinterest is a platform where users go with intent–whether to plan a DIY project, discover recipes, or gather travel tips–not to doom scroll for hours. It’s a conversion powerhouse. Pinterest visitors are ready to click through to learn more or make purchases. Unlike Instagram, where brands fight to move users past the endless scroll and into their “link-in-bio”, Pinterest connects users directly to actionable content.
2. Brands Will Learn To Speak Directly to Gen Alpha
Generation Alpha (born 2010-2025) might seem too young to matter in marketing but think again. While this group is too young to drive themselves to a store and use their own money to make a purchase, this tech-savvy cohort wields surprising influence over household spending. From snacks to personal care products and entertainment, Gen Alpha’s preferences are driving their parents’ purchases at a rate we have never seen before.
With unprecedented access to smartphones and tablets, Gen Alpha consumes an enormous amount of content. Brands that master the art of communicating with this audience, without compromising their well-being, can cultivate early brand loyalty. It’s a tricky balance, but the payoff is substantial. Create relatable, ethical content tailored to their world, and you could unlock a new market.
3. Value-Driven Short-Form Media Will Perform Best
In the crowded world of content creation, value is king. Audiences are losing patience for aesthetic videos lacking value and will quickly switch to creators who provide actionable insights.
Enter listicles: Posts like “6 Best Vintage Stores in NYC” or “8 Things You Need To Know Before Selling Your Home” are on the rise. These concise, informative posts give users exactly what they need without leaving the platform.
Gone are the days of cryptic captions and unanswered questions. If you’re showcasing a beautiful hike, share the trail name. Posting a delicious recipe? Include it in the caption. People want answers, not breadcrumbs leading to external links. Save them time, and they’ll reward you with loyalty.
4. Social Media Optimization Will Become the New SEO
Before turning to Google, people are increasingly searching on TikTok, Instagram, Pinterest, and LinkedIn. Why? Because Google’s top result is a faceless AI overview while social media shows a person first. People trust people. Content on social media feels relatable and easier to digest.
This shift means brands need to optimize their social media for searchability. Incorporate relevant keywords and hashtags strategically, and remember that social platforms now support direct purchases. As social media optimization (SMO) becomes the priority, traditional website SEO investments will take a back seat.
5. The Death of the “Everyone Has a Podcast” Era
Not everyone needs a microphone–some thoughts should stay in your head. Podcasts once seemed like a cheap and easy way to grow an audience, but the oversaturation has diluted the medium’s quality. We’ve all endured a podcast that made us think, “Maybe the equipment should be more expensive to acquire.”
In 2025, the successful podcasters will be those with genuine expertise, unique perspectives, or compelling missions. If you can’t hold your audience’s attention in a 15-second reel, why assume they’ll stick around for a 30-minute monologue? Know your strengths, and don’t force a podcast if it’s not your medium.
6. Blogging Will Make a Comeback
The written word will see a resurgence (and I’m not just saying this because I prefer writing over video editing). In this age of short-form content, the written word offers longevity. While videos still dominate, their shelf life is measured in hours. In contrast, a well-written blog post’s value can be measured in years.
Blogs also aren’t reliant on the unpredictable nature of social media algorithms or potential social media bans (hello TikTok), ensuring your target audience has a better chance of finding your content. Producing engaging, personable writing is a smart move for brands seeking a higher return on investment.
7. Storytelling Will Be the New Gold Standard
AI is here to stay, and in 2024, many brands leaned on it for content creation. While AI is a fantastic tool for generating ideas and automating tasks, it lacks the warmth, nuance, and entertainment of human storytelling.
To stand out in an AI-saturated world, brands need to focus on stories. Authentic narratives create connections that algorithms and robots can’t replicate. Share your journey, showcase your people, and let your audience see the human side of your brand.
8. Looking Forward: Dual Content Intake Is The Future
Marketers know that consumers take in content from at least two platforms at a time. They’re streaming Netflix on their TV while scrolling through social media. In 2025, brands will begin to experiment with engaging audiences on multiple platforms simultaneously.
Take a page from ESPN’s playbook for inspiration: Viewers watch live sports on TV while checking stats and fantasy leagues on their tablets. Brands that master this dual engagement strategy will have a significant advantage in capturing attention in an overstimulated world.
