Even though our beloved Detroit Lions weren't on the gridiron, the Big Game still played on in New Orleans last weekend. This year's Halftime Show featured award-winning rapper Kendrick Lamar, and for various reasons, everyone is talking about it. In fact, Lamar’s "Not Like Us’" saw a 430% jump in Spotify streams after the show. And while it's always tempting for businesses to jump on every hot trending topic, it's important to think about whether it's an appropriate and relevant representation of your brand. Some advertisers trying to capitalize on the attention on the Grammy-winner have learned that lesson this week; while Lamar's appeal is a perfect fit for many brands, some others have had customers question what his performance has to do with their favorite stuff. But fear not! In this guide, we’re breaking down the marketing trends you’ll actually want to embrace—and the ones you'll want to avoid.
So, let’s get into it! Now that 2025 is in full swing and we're half way through Q1, let’s figure out what’s worth your time (and what’s not) this year.
Marketing Trends to Try (Because They’re Actually Cool)
1. AI for Personalization
Artificial intelligence is no longer the stuff of science fiction. In 2025, AI is your best friend when it comes to creating tailored experiences for your customers. Imagine this: personalized emails, product recommendations, and content that actually speaks to your customers’ interests. AI makes this possible with a few clicks and some smart data.
For small businesses, AI is a game-changer. Tools like chatbots, predictive email marketing, and dynamic website content can make customers feel like you know them personally (without being creepy, of course). Plus, it’s a cost-effective way to give your business that "big brand" feel.
2. Video Content: Keep It Real
In 2025, polished, cookie-cutter commercials are officially out. People want real, raw, and relatable video content. Whether it’s a behind-the-scenes look at your business or a candid chat about your brand's story, authenticity is what’s winning hearts. Find places, topics, and people here in Michigan, or wherever you call home, to feature in social media posts and on your website.
Short-form video, think TikTok and Instagram Reels, is still the king of engagement. Show your personality, share a funny moment, or even get your customers involved. Videos don’t have to be flawless—just real. Bonus points if you include your dog (because let's be honest, people love pets more than they love you).
3. Sustainability and Purpose-Driven Marketing
Let’s face it: consumers care more about where their products come from than ever before. In 2025, people want to buy from brands that stand for something—whether that’s sustainability, social justice, or supporting local communities.
For small businesses, this trend is a no-brainer. If you're doing something good for the planet (or your local neighborhood), shout about it from the rooftops. Whether you’re using eco-friendly packaging or sourcing locally, customers are increasingly aligning with brands that reflect their values. And if you're not doing anything sustainable yet, now’s the time to start. It’s not just good for the planet; it’s good for business.
4. Hyperlocal Marketing
Think of this as the "support local" movement on steroids. Hyperlocal marketing is all about targeting potential customers in a specific geographic area—your neighborhood, city, or even the coffee shop down the street.
By optimizing for local SEO and using location-based ads, you can ensure that when someone’s searching for what you offer nearby, your business pops up. It’s the perfect strategy for small businesses that thrive on community connections. Whether you're a yoga studio in Boise or a boutique in Brooklyn, focusing on your local audience helps you stand out from national chains.
5. Voice Search Optimization
With smart devices like Amazon Echo and Google Home becoming even more ubiquitous in 2025, voice search is more important than ever. People are using voice commands to search for products, services, and businesses nearby—and you want to be the one they find.
To optimize for voice search, make sure your website copy is conversational. Think about how someone would ask for your business out loud. Instead of just "buying shoes," someone might say, "Where can I find shoes near me?" Optimizing for those natural language searches can help your business pop up when people ask.
Marketing Trends to Skip (or Proceed With Caution)
1. Over-Automating Everything
Automation is a beautiful thing when it helps you work smarter, not harder. But there’s such a thing as going too far. If your customers feel like they’re talking to a robot 24/7, they’ll get turned off faster than you can say “unsubscribe.”
Automation works best when it complements human interaction, not replaces it entirely. A personalized email here, a helpful chatbot there—great! But don’t ditch the personal touch in favor of a fully automated customer experience. People like to talk to people (remember those human beings you hired?).
2. Influencer Marketing Gone Overboard
Influencer marketing isn’t dead, but in 2025, it’s definitely evolved. While big-name influencers still have their place, consumers are getting wise to the fact that their $100 lip gloss isn’t actually life-changing (even if it’s endorsed by a Kardashian).
Small businesses, instead of shelling out big bucks to influencers with millions of followers, should focus on working with micro-influencers—those who have smaller but more engaged audiences. These are the people who are genuinely passionate about their niches and will create authentic connections with your brand. Plus, they’re usually more affordable.
3. Chasing Every Trend Like It Owes You Money
Look, we get it. The latest trend can be tempting, especially when everyone else is jumping on the bandwagon. But the key to success in 2025 is strategy, not FOMO. If you’re hopping on every trend without considering how it fits with your brand, you're going to burn out faster than your phone’s battery after an all-day social media binge.
Focus on trends that align with your business goals and resonate with your audience. Sure, jumping on the latest challenge can be fun, but if it doesn’t make sense for your business, maybe pass. Build a long-term strategy that focuses on what’s sustainable, not just what’s “hot” this week.
4. Ignoring Privacy Concerns
People care about their data—and they really care about how you’re using it. By 2025, privacy is no longer just a buzzword. It's a dealbreaker. So, if you’re still collecting customer information and hoping no one notices, it’s time to reassess your approach.
Transparency is key. Be clear about what data you're collecting, why you’re collecting it, and how you’re using it. If you’re doing things by the book, don’t be afraid to show it off. Trust is everything, and customers who feel safe with you will become loyal fans.
5. Generic, One-Size-Fits-All Content
In 2025, customers are craving content that speaks directly to their needs and interests. The days of generic, mass-marketed content are over. If you’re still pushing out the same content for everyone, you’re missing out on the personalization that’s driving marketing success.
Take the time to segment your audience and tailor your content accordingly. That means creating different messages for different groups, whether that’s by age, location, or interests. People don’t want to feel like they’re just another number in your CRM—they want to feel special. And lucky for you, making them feel special is easier than ever.
Here's the Bottom Line:
Marketing in 2025 is all about getting personal, being real, and embracing the tools that help you do that in an authentic way. Lean into AI, voice search, and local connections, but don’t get lost in the sea of trends that don’t add value to your business. And remember: a little automation is fine, but don’t let it replace the human touch. Your customers are here for the connection, not just the content.
So, here’s to a year of marketing that’s smart, authentic, and—most importantly—works for your business. And as always, we're here to help! Call Twin Pines Marketing for your free consultation at (248) 749-6223 or visit www.TwinPinesMarketing.com to learn more!
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Twin Pines Marketing is a full-service marketing agency in Lake Orion, Michigan. Services include website design and programming, marketing strategy, logos and branding, email marketing, social media management, and more. None of their creative marketing professionals have ever appeared in a half time show... yet.