Mia Fileman 0:05
Are you tired of marketing jargon and empty promises? Me too. I'm Mia Fileman, and this is Got marketing?, on the show, I deep dive with marketing insiders to unpack successful campaigns. I didn't earn the nickname the 'Campaign lady' for nothing. Get actionable tips, learn from winning strategies and avoid falling victim to marketing fads and fakery.
Ah, the annual marketing prediction post. Is it a visionary peek into the future or a glorified guesswork exercise where marketers throw spaghetti at the wall and call it strategy? Probably a bit of both. Either way, here we are, trying to make sense of what 2025 might have in store for us. Let’s cut to the good stuff—and if I’m wrong, you can take it up with SmartCompany who have had me back three years in a row.
1. Quirky Collaborations: The stranger, the better
Think Barbie meets Burger King, Wicked meets Lexus. Unexpected partnerships like this are proving that when brands team up in bizarre ways, they not only turn heads but also open wallets. In 2025, we’ll see even more of these “wait, what?” alliances that somehow just work.
2. Crackdown on misleading marketing
Wishful thinking? Maybe. But with moves like the FTC’s “Click to Cancel” rule, there’s hope that marketers might finally stop pulling fast ones. If you’ve ever tried to unsubscribe from something and ended up on a 12-page treasure hunt, this one’s for you.
3. De-Influencing: Less is more
As consumers grow tired of the endless cycle of overhyped products, mindful consumption is stepping into the spotlight. Campaigns like Puresport's initiative of sending empty boxes to highlight sustainability resonate with audiences craving authenticity. It’s bold, it’s fresh, and honestly, it’s about time.
And let’s not forget the Black Friday circus of 2024—a true low point. We spent nine months of the year preaching virtue and sustainability, only to suspend reality for an entire quarter to flog products like there’s no tomorrow. If there’s ever been a time for brands to rethink their approach, it’s now.
4. Lo-Fi and 'ugly' content
Being “too polished” is so 2023. Lo-fi, raw, and even intentionally “ugly” content is stealing the show, with a 70% uptick on LinkedIn and 60% on Instagram1. Turns out, being relatable trumps being perfect. Who knew?
5. Trend-driven content (ugh, again)
Much to my disappointment, trend-jacking is still alive and well. Whether it’s bratcore or some other fleeting vibe, brands are hopping on trends faster than you can say, “We should do this too!” A word of caution—don’t jump on the trend bandwagon willy-nilly. Be discerning. Ask yourself: is this trend actually relevant to my brand and going to resonate with my audience? Unless it’s a hard yes, jumping on a trend ought to be a hard pass. Say no to Corporate Cringe in 2025.
6. Brand building vs. Performance marketing: The eternal tug of war
It’s the marketing equivalent of a game of tug-of-war: brand building for the long term versus performance marketing for immediate results. The secret sauce? Not just balancing the two but also making brand building measurable. When you can show the higher-ups hard data on how brand campaigns drive awareness, loyalty, and—yes—revenue, you’re far more likely to get the green light to invest in campaigns that do more than just flog products. It’s about playing the long game with a scoreboard everyone can see.
7. Calling out copycats: The gloves are off
Brands like Temu and Shein have long thrived on mimicking popular designs, often skirting accountability. However, the tide is turning as social media callouts gain momentum, inflicting tangible brand damage and pressuring these companies to reconsider their practices. For instance, Shein has faced multiple lawsuits alleging copyright infringement and deceptive practices, highlighting the growing scrutiny on such brands.
This surge in public accountability underscores that call-out culture is not only alive and kicking but also reshaping the business landscape.
8. Nostalgia marketing: everything old is new again
In challenging times marked by conflict and financial instability, consumers often yearn for the simplicity of childhood. Brands that tap into this sentiment through nostalgia marketing are winning the day. Take McDonald's; their recent campaign celebrated the birthday of Grimace, a beloved character from the 1970s, by introducing a limited-edition purple milkshake. This promotion evoked fond memories and became a viral sensation, significantly boosting sales and engagement. By leveraging nostalgia, McDonald's effectively connected with consumers seeking comfort and familiarity.
9. Unhinged Marketing: Hold My Butter
When brands like Nutter Butter, Ryanair, and Duolingo go off the rails with their chaotic, unfiltered social media antics, it somehow works—but only for Gen Z. Millennials attempting this? Cringe central. If you’re not fluent in unhinged humour, now might be the time to add your Gen Z niece to the payroll. She’ll know how to make it work without looking like you're trying too hard. For everyone else, stay in your lane and enjoy the show from a safe distance.
10. Advertainment: Campaigns Worth Bingeing
In a world where people barely sit through a 15-second ad but happily binge a 10-hour Netflix series, the solution is logical: create campaigns that feel like they belong on a streaming platform. Think Volvo’s tear-jerking cinematic ad for the EX90 or Forty Winks’ hilarious “The Unslept” campaign. These aren’t just ads—they’re entertainment. They capture short attention spans while delivering long-lasting impact. If your next marketing campaign doesn’t feel like it could have its own IMDb page, you might need to rethink your approach.
11. Generative Engine Optimisation
Search is getting a glow-up thanks to AI. Instead of giving you a list of links, tools like Google’s Search Generative Experience (SGE) and ChatGPT are creating detailed, tailored answers. For example, instead of searching “best cafes,” you might ask, “What’s a great spot for brunch with outdoor seating and dog-friendly vibes?” and get a specific recommendation crafted by AI.
For brands, this means it’s time to rethink how you show up in search results. The new game is creating content that AI can pull into these snazzy, personalised answers.
12. Digital PR: Your Reputation Precedes You
Digital PR is the art of building your brand’s reputation online by combining traditional public relations techniques with digital tools and strategies. It’s about earning coverage, backlinks, and buzz through creative campaigns that get people talking and sharing. Think of it as PR on steroids, tailored for the internet age.
Take Preply’s "UK Polite Cities Index" as an example. They used TripAdvisor reviews to rank cities by politeness, sparking conversations across major outlets like Time Out, the Daily Express, and even LadBible. This clever campaign showcased how data-driven insights paired with a fun and engaging narrative, can earn widespread media coverage and drive traffic.
13. Personality-driven content: The Rise of Founder-Led Brands
In 2025, the face of your brand might just be… your face. Founder-led content is gaining traction, with audiences craving the authenticity and relatability that comes from seeing the real people behind the business. Think of it as the antidote to faceless corporations—whether it’s a founder sharing their story on Instagram, popping up in TikToks, or taking the reins on a podcast. Not only does this build trust, but it also creates a deeper emotional connection with your audience. If you’re not leveraging your personality in your content yet, now’s the time to step in front of the camera (even if it feels awkward at first)
Examples to inspire you: Georgie Stevenson (Naked Harvest Supplements), Alix Higgins (Alix Higgins), Brittany Saunders (Fayt the Label), Zoe Kalar (Weare8)
Mia Fileman
Thank you. You listened right up until the end. So. Why not hit that subscribe button and keep the good marketing rolling. Podcast reviews are like warm hugs, and they're also the best way to support a small business. You can connect with me, Mia Fileman on Instagram or LinkedIn and feel free to send me a message. I'm super friendly.
