Entrepreneurs of all sizes and professionals in the field should pay attention to marketing trends for 2025. After all, there is a projection of significant changes and innovations that will impact the planning of strategies. From now on, a good piece of news for small businesses is the possibility of working with local influencers to seek growth
The specialists Aline Kalinoski and Paula Kodama, founding partners of Nowa Creative Marketing, agency based in Curitiba with clients in Brazil and abroad, they identify the expansion and consolidation of two movements that began in 2024. One of them: the new role that influencers are taking on. Other, the definitive incorporation of artificial intelligence
About the role of influencers, analysts observe cases where these professionals are becoming partners in companies. That is to say, more than partners, or the creation of sponsored content, influencers "use their selling power on social media as 'currency' for a business society", Aline and Paula affirm.
They illustrate with two examples. They are Juju Nomerrose's (Júlia Nomerrose Ferreira), that associated with Hoama (chocolates), and Bruno Perini's, now associated with Grupo Primo (holding of digital influencer brands). "They are two successful experiences that stand out as trends for 2025", highlight the partners of Nowa Creative Marketing.
In the assessment of the specialists, it is an indication of the expansion of influencer marketing in the country. This growth represents an opportunity for small businesses as well, as these smaller brands can work with local or niche influencers. "Especially because, the importance of an influencer is not just in the number of followers they have, but in the engagement of these followers, they point out.
The automation of marketing actions, making use of artificial intelligence, it is another trend for 2025. "Automation itself is not new", but the prominence of AI, yes, tends to become essential, the specialists project. "This will allow the creation of even more targeted campaigns and", at the same time, more efficient.
Such campaigns must increasingly prioritize content as well. "No superficial campaigns". What matters is not the quantity and speed of them, but rather the quality. The consumer is more attentive and demanding and, to get involved and engage, demands consistent content, detailed and well-founded, they consider Aline and Paula.
Thus, enters the scene – to no longer leave it – the UX, technical term that means "user experience". The partners of Nowa Creative Marketing explain: "The UX provided by a web environment will be decisive for the positioning in the ranking of search results on Google. Fast charging, intuitive navigation and, mainly, consistent content, of quality, relevant, are requirements.
CUSTOMERS GENERATING CONTENT
Encouraging customers to create content about their brand is one of the tips that experts give to brands. "It is an authentic and powerful strategy", that increases visibility and generates trust, and it became a trend.
Another trend is what they call "infotainment and storytelling", a union of information with entertainment. It will be essential, Aline and Paula affirm. Using engaging narratives will allow for educating and engaging the audience more effectively, making each piece of content a valuable experience to sell and connect better, guide
Finally, they recommend making it easier to buy directly on social media, like on Instagram Shopping. "This makes the process faster and more practical and is a trend that is here to stay". And the platforms are creating and improving features in this regard, what the brand demands is the creation of content that truly fosters the realization of sales, Aline and Paula point out
