As social media continues to thrive, email marketing enhances security, and AI becomes even more prominent, here are the key stats you need to know to prepare for a successful 2025:
SOCIAL MEDIA:
- Instagram is on the Rise. – With a huge following with both Millennials and Gen Z, now 84% of social users have an Instagram profile according to one study.1 Additionally, 44% of marketers identified Instagram as their top priority platform for 2025.2 Despite a slight decline in younger users, Facebook still is king with the most active users in the United States. And YouTube is a close contender, especially strong for video content. While TikTok is a rapidly growing platform, it is generally not used by businesses who aren’t targeting audiences under 30 years old.
- New News Era – About one-in-five Americans – including a much higher share of adults under 30 (37%) – say they regularly get news from influencers on social media according to Pew Research Center. And most (77%) have no affiliation or background with a news organization.3
- Are You Not Entertained? – 66% of users rank “edutainment” (educational + entertaining content) as the most engaging type of brand content. Many brands already know the value of posting informative content. But, are you making it interesting to watch or read?
EMAIL VS. TEXT MARKETING:
- Email prioritizes safety with enhanced Email Authentication – Bulk senders are now required to use SPF, DKIM, and DMARC protocols to ensure email security and maintain deliverability. While it can be a pain to go through the steps to enact these email protocols, the benefit is that it improves email deliverability and protects email users and organizations from increasingly sophisticated email attacks.
- Email as the Champ – Email still reigns supreme in the marketing world as one of the best ways to reach customers. According to Hubspot, email is “tied for second place as the channel that provides the highest ROI.”4 But, will that change soon?
- Text Message Marketing is Gaining Traction – 81% of marketers plan to prioritize SMS marketing in 2025. Many of our clients are finding value in utilizing text for appointment reminders.
EVERYTHING AI
- Rise of AI – From chatbots to search bars, it seems like every platform incorporated AI. Meta, Canva, and even marketing platforms have integrated AI to their platform. With these additions, using AI for content creation will be easier than ever and harder to escape. However, customers want personal connections, and AI content still has a long way to go before it can truly compete against a professional marketer (cough, cough).
- Adopting AI – 32% of marketing organizations have fully implemented AI in their workflows, and 43% are actively experimenting with it.5 We have found that AI can be a helpful tool for professionals who don’t have access to a marketing service. They can use AI to draft an outline of a presentation or help get them started writing an article. Again, our experience is the AI content still needs a human touch to finesse it.
- AI as a Creative Tool? – By 2026, it’s predicted that 80% of creative tasks will involve AI.6 Will this be a good thing? The same study stated, “Over 70% of consumers expect AI to negatively impact social channels.”
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[1] https://media.sproutsocial.com/uploads/2024/09/Network-Content-Strategy-Data-Report-Final.pdf?email=click&utm_medium=Email&utm_content=GuideTrigger&mkt_tok=NTAxLVBUVy05MzgAAAGXotugxI8twVLXYRB13E2NVdtuLSaUQ-ZuHqBE6HrUyh7nQ-7rSBen6h_HPyCwVkMkouLMFQAaqMm7ULvxnKUrVbDv85Xn6Qu9OxZ5E2XXixFDBg
[2] https://sproutsocial.com/insights/future-of-social-media/?utm_source=mkto&utm_medium=email&utm_campaign=nl-20241217-weekly_content_email-nb&utm_content=&utm_term=&mkt_tok=NTAxLVBUVy05MzgAAAGXdCM52MAST_8t_wG5PCGTz3uEYt_lvvdgJNipyeQFasWQGgW1TbabLMuTbjmBdJEnsKOl2ZGdibF8_4ONYhY26rbL6AYcb0U7B0lQZY4lPYadISY
[3] https://www.pewresearch.org/journalism/2024/11/18/americas-news-influencers/
[4] https://www.hubspot.com/hubfs/2024%20State%20of%20Marketing%20Report/2024-State-of-Marketing-HubSpot-CXDstudio-FINAL.pdf?hubs_signup-url=www.hubspot.com%2Fstate-of-marketing&hubs_signup-cta=Submit&_gl=1*md1sd4*_gcl_au*MTQwMzYwOTk3Ny4xNzM1MjMwNzIy*_ga*MTgzMTQyMTI0OC4xNzM1MjMwNzIy*_ga_LXTM6CQ0XK*MTczNTIzNjYxNy4xLjAuMTczNTIzNjYxNy42MC4wLjA.*_fplc*NkxMU2hoZTcyRUNTYmk3QjRGTzZMUWs0UXBQN05td2ZMbkdNJTJGRmo2U2N4cnIzZ2p3ajZzSkdreGluc3FiWlNZdkdMdTJZS3BZRWhTdjFxbDJRVTNrWnlRanh6ME9NemFqclhSQWtoVHVMRDhUTDdRelNPR2hCaHZGZTJjN3clM0QlM0Q.&_ga=2.163551226.737664934.1735236617-1831421248.1735230722
[5] https://www.salesforce.com/content/dam/web/en_us/www/documents/marketingcloud/S-MC-State-of-Marketing-Report-9th-Edition.pdf
[6] https://www.gartner.com/en/marketing/topics/top-trends-and-predictions-for-the-future-of-marketing?
