Entrepreneurs of all sizes and professionals in the field should 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, co-founders 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 sponsorships or sponsored content, influencers “use their sales power on social media as ‘currency’ for a business partnership,” say Aline and Paula.
They illustrate with two examples: Juju Nomerrose (Júlia Nomerrose Ferreira), who partnered with Hoama (chocolates), and Bruno Perini, now associated with Grupo Primo (a holding company for digital influencer brands). “These are two successful cases 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 collaborate with local or niche-specific influencers. “After all, the importance of an influencer lies not just in their number of followers, but in the engagement of those followers,” they note.
The automation of marketing actions, leveraging artificial intelligence, is another trend for 2025. “Automation itself is not new, but the protagonism of AI is likely to become indispensable,” project the experts. “This will allow for even more segmented and, at the same time, more efficient campaigns.”
Such campaigns should increasingly prioritize content as well. “No more superficial campaigns. What matters is not the quantity and speed, but the quality. Consumers are more attentive and demanding, and to engage them, they need consistent, detailed, and well-founded content,” consider Aline and Paula.
Thus, UX—a technical term meaning ‘user experience’—takes center stage, and it’s here to stay. 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 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 for more effective education and audience engagement, 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 features in this direction, which requires brands to create content that truly drives sales,” point out Aline and Paula.
