Entrepreneurs of all sizes and professionals in the field must pay attention to marketing trends for 2025. After all, significant changes and innovations are projected that will impact strategy planning. Right now, good news for small businesses is the possibility of working with local influencers to seek growth.
Experts Aline Kalinoski and Paula Kodama, founding partners of Nowa Creative Marketing, an agency based in Curitiba with clients in Brazil and abroad, identify the expansion and consolidation of two movements that began in 2024. One of them: the new role influencers are taking on. The other, the definitive incorporation of artificial intelligence.
Regarding the role of influencers, the analysts observe cases where these professionals are becoming business partners. In other words, more than just partners or sponsored content creators, influencers “use their sales power on social media as ‘bargaining chips’ for a business partnership,” say Aline and Paula.
They illustrate with two examples. One is Juju Nomerrose (Júlia Nomerrose Ferreira), who partnered with Hoama (chocolates), and the other is Bruno Perini, now associated with Grupo Primo (a holding company for digital influencer brands). “These are two successful experiences that stand as trends for 2025,” emphasize the partners of Nowa Creative Marketing.
According to the experts, this 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-specific influencers. “After all, the importance of an influencer isn’t just in the number of followers they have, but in the engagement of those followers,” they point out.
The automation of marketing actions, leveraging artificial intelligence, is another trend for 2025. “Automation itself isn’t new, but the prominence of AI is indeed becoming indispensable,” project the experts. “This will allow the creation of even more segmented and, at the same time, more efficient campaigns.”.
Such campaigns must increasingly prioritize content as well. “No superficial campaigns. What matters isn’t the quantity and speed of them, but the quality. Consumers are more attentive and demanding, and to engage, they demand consistent, detailed, and well-founded content,” consider Aline and Paula.
Thus, UX—a technical term meaning ‘user experience’—takes center stage, never to leave it again. The partners of Nowa Creative Marketing explain: “The UX provided by a web environment will be decisive for ranking in Google search results. Fast loading, intuitive navigation, and, above all, consistent, high-quality, relevant content are key criteria.”.
CUSTOMERS GENERATING CONTENT
Encouraging customers themselves to create content about your brand is one of the tips the experts give to brands. “It’s an authentic and powerful strategy that increases visibility and builds trust, and it has become a trend.”.
Another trend is what they call ‘infotainment and storytelling, a blend of information with entertainment.’ It will be indispensable, say Aline and Paula. “Using engaging narratives will allow educating and engaging the audience more effectively, making each piece of content a valuable experience to sell and connect better,” they advise.
Finally, they recommend facilitating purchases directly on social media, such as Instagram Shopping. “This makes the process faster and more practical and is a trend that’s here to stay. Platforms are creating and improving functionalities in this regard, which requires brands to create content that actually fosters sales,” note Aline and Paula.
