If you thought 2024 was a whirlwind – filled with an abundance of trends from “what’s in my bag” product placements all the way through to de-influencing and realistic reviewing – wait till you see what’s coming in 2025. The prominence of influencer marketing is coming to an end and making way for the rise of a more authentic, trustworthy approach, focusing less on mass market appeal and more on earning the trust of niche audiences.
With this change comes a new wave of trends and viewer expectations. So what does this mean for content marketing coming into the new year? We have dusted off our crystal balls and compiled our list of content marketing trends to watch in 2025.
Micro-Virality is overtaking the Mainstream Buzz
If the audience’s focus is no longer centred around paid partnerships, product placements, and influencer hype, what is going to take its place?
The answer lies in micro-virality. This is a big change from traditional influencer marketing, where the key strategy was all about reach, reach, reach. Brands sought out influencers with the biggest followings, hoping their messages would be seen by the largest audiences possible.
But here’s the thing: big audiences don’t necessarily mean big engagement. When influencers started posting every other product as “must-haves,” audiences noticed. The allure of influence faded as it became just another form of advertising.
As put best by Pretty Little Marketer on LinkedIn, the goal of micro-virality is to get your content buzzing within a specific group on social media. Instead of trying to go big, the goal now is to go deep – to target smaller, niche groups where conversations feel real, intimate, and relevant.
Think of small Instagram accounts, Twitter circles, Facebook communities, and TikTok corners populated by a couple thousand loyal users, all talking and sharing and building on the same topic. These spaces are thriving with high-engagement, and for brands, that means targeting niche audiences who are actively interested in their products.
What does this mean for content marketing? Brands are refining their approach for their niches over the masses with paid customer holidays, including free products to review in customer orders, and inviting their audiences to be a part of their campaigns. These strategies are evolving into the content trends of 2025, with an increase of authentic, user-contributed content, reviews, and day-in-the-life videos.
Trust me – I’m an influencer…
The days of influencer trips and PR package unboxings are long gone. These resources are now being dedicated back to audiences — who will create content that may yield fewer impressions, but will translate to higher conversions within their communities and niches.
The Shift from Hype to Substance with Authenticity
In today’s feed, the presence of #ad on branded influencer content now translates to an instant scroll, with the honesty of the product review called into question. This disengagement has made way for content focused more on transparency and authenticity.
We saw this in 2024, with influencer hype and trendiness shifting into the need for substance and connection. This will translate into the content trends of 2025, with a focus on creating honest and authentic content, simply by being honest and authentic in your approach.
Make content that looks like it was created by real people, for real people. 2025’s content trends will revolve around unpolished, do-it-yourself visuals — such as including unscripted moments and minor imperfections in content, using unfiltered pictures, and creating “homemade” feeling montages with the team or product.
We have already seen the beginnings of these trends in 2024 — like the “letting our social media intern edit or script our video” posts or a behind-the-scenes clip showing the process of creating content — which will continue into the new year.
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Above: BeKonstructive’s take on the “letting our social media intern edit or script our video” trend – we had copywriter Harry take over our socials and create video content for 7/11 day while our usual social media team was out of office.
Brands are embracing imperfections and skipping overly staged setups to deliver visuals that look like they could have been created by a follower. It feels honest and instantly breaks down the barrier between brand and audience.
So forget polished ads – think homemade, unscripted, and relatable. This demonstrates that your content is less about putting on a show and more about telling a story that shares the value of your brand.
Audiences want to hear about you
In 2025, new storytelling trends are set to be the secret sauce of content marketing.
Audiences are tired of bland product posts and scripted ads — they want to get to know you. By weaving narratives that resonate on a personal level, brands are transforming their content into something that feels less like marketing and more like an invitation to be part of a shared experience.
2025’s storytelling trends will centre around authenticity, humour, and relatability. Show them the quirky, heartfelt, sometimes messy moments that make your products and services what they are today. Trends like point-of-view (POV) memes revealing fun glimpses into your brand’s personality, “come with me to work” videos, and impromptu team interviews or involvement will show followers your stories and convert them into invested fans.
These storytelling trends, when combined with authenticity and micro-virality, offer a strong connection to your niche audiences, a transparent, unique look into your brand, and tell them about what you do best in a fun, entertaining way.
Content Marketing Trends in 2025
As we head into 2025, it’s clear that content marketing is transforming in response to shifting viewer expectations and a desire for deeper, more meaningful connections. The year ahead will see brands move beyond the curated, polished images of the past and embracing authenticity, community-driven storytelling, and a focus on niche audiences who value honesty and relatability.
With influencers taking a backseat, content marketing will centre on brands that actively listen, engage, and invite audiences to be part of the journey. Our first look into 2025 offers a fresh opportunity to build trust and a sense of shared purpose with your followers. Get ready to dive into a year where content is more than just marketing — it’s a genuine, shared experience.
Contact BeKonstructive Marketing
With the new year comes new challenges. BeKonstructive Marketing is here to help Australian businesses turn these challenges into opportunities to make an impact. Reach out today to discover how we can elevate your content marketing strategy in 2025.
