Entrepreneurs of all sizes and professionals in the field should pay attention to the marketing trends for 2025. After all, significant changes and innovations are projected to impact strategy planning. Already, good news for small businesses is the opportunity to work with local influencers to seek growth.
Experts Aline Kalinoski and Paula Kodama, co-founders of Nowa Creative Marketing agency based in Curitiba with clients in Brazil and abroad, identify the expansion and consolidation of two movements initiated in 2024. One: the new role influencers are taking on. Another, the definitive incorporation of artificial intelligence.
Regarding the role of influencers, the analysts observe cases where these professionals are becoming partners in companies. That is, more than just partners, or the creation of sponsored content, influencers ‘use their selling power on social media as a ‘currency’ for a business partnership’, say Aline and Paula.
They illustrate with two examples. They are Juju Nomerrose (Júlia Nomerrose Ferreira), who joined Hoama (chocolates), and Bruno Perini, now associated with Grupo Primo (holding of digital influencer brands). “They are two successful experiences that emerge as trends for 2025,” underline the partners at Nowa Creative Marketing.
In the experts’ assessment, it is an indicative of the expansion of influencer marketing in the country. This growth represents an opportunity for small businesses as well, since these smaller brands can work with local or niche-specific influencers. “After all, 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, using artificial intelligence, is another trend for 2025. “Automation itself is not new, but the prominence of AI is likely to become indispensable,” the experts project. “This will allow the creation of even more targeted campaigns, while simultaneously being more efficient.”
Such campaigns should increasingly focus on content. “No more superficial campaigns. What matters is not the quantity and speed of them, but the quality. Consumers are more attentive and demanding, and to engage and involve themselves, they require consistent, detailed, and well-founded content,” Aline and Paula consider.
Thus, stepping onto the scene – to never leave it – is UX, a technical term that stands for “user experience.” The partners at Nowa Creative Marketing explain: “The UX provided by a web environment will be decisive for ranking positioning in Google search results. Fast loading, intuitive navigation, and, above all, consistent, quality, relevant content are essential criteria.”
CLIENTS GENERATING CONTENT
Encouraging customers to create content about their brand is one of the tips that the experts give to brands. “It’s an authentic and powerful strategy that increases visibility, builds trust, and has become a trend.”
Another trend is what they call ‘infotainment and storytelling, a combination of information with entertainment.’ It will be essential, say Aline and Paula. ‘Using engaging narratives will allow educating and engaging the audience more effectively, making each content a valuable experience to sell and connect better,’ they advise.
Finally, they recommend facilitating direct purchasing 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 platforms are creating and enhancing functionalities in this direction, which requires the brand to create content that actually fosters sales,’ note Aline and Paula.
