The digital advertising landscape is evolving extremely rapidly, driven by the relentless growth of machine learning. Just as Nike's "Never Done Evolving" campaign used AI to challenge Serena Williams against her past self, showcasing the power of technological innovation, brand advertising is undergoing a dramatic transformation. Now, it isn't just about keeping up with the latest trends; it's about anticipating a future where artificial intelligence and shifting consumer behaviors reshape the foundations of how brands connect with their audiences.

Although the buzz of generative technologies has definitely caught the attention of marketers, AI isn’t the only technology and trend emerging on the horizon of brand advertising this year. 

With consumers limiting their time on social platforms, authentic connection and immersive user experiences require strategic shifts towards hyper-personalized approaches that ensure growth, brand awareness, and stamina.

In this article, we will explore the biggest trends in brand advertising in 2025 and the best marketing strategies to navigate upcoming challenges and opportunities.

Generative AI

AI-generated content and images as well as customer support and, especially, marketing process automation are reshaping the landscape of brand advertising. By integrating processes and providing remarkable levels of personalization, these tools allow brands to deepen connections with customers and drive economic growth.

More than helping you learn from the past, AI can help you anticipate the future and tailor audience-centered content marketing more effectively. The consumer health marketing team at German multinational pharmaceutical and biotechnology company Bayer developed a forecasting model to predict cold and flu search trends worldwide and offer the right products for the audience with symptoms related to the conditions. Initially conceived for the Australian markets, the project was so successful that the company expanded it globally.

Initiatives like Bayer’s forecasting model reveal the potential of AI-driven actions. As machine learning continues to evolve and become more sophisticated, its impact on marketing will enable brands to accurately predict trends and deliver hyper-personalized experiences.

Social Media Decline and Community Building

As AI-driven approaches skyrocket, social media platforms are experiencing a rapid user decline. Gartner’s Top Marketing Predictions for 2025 revealed that 70% of consumers reported that the adoption of generative technology has accelerated social media's decline. 

Along with the surge of AI, users have attributed the reduction of their time online to mental health awareness, avoidance of toxic environments, or low-quality content on social media platforms. According to Kantar’s Media Reactions 2025, only 31% of people worldwide say social media ads capture their attention—a significant drop from 43% in 2024. 

You can find many examples of brand advertising from previous years online, but how can brand advertising raise the bar on social media platforms? Once again, personalization is key. By truly understanding their audience, brands can invest in community building and authentic engagement strategies—such as user-generated content—to foster genuine connections with consumers.

Coca-Cola’s “Share a Coke” brand advertising campaign remains one of the most successful initiatives in brand advertising, mainly because of its focus on user-generated content (UGC). Launched in Australia in 2011, the campaign replaced the brand's iconic logo on Coke bottles and cans with popular first names, encouraging people to find and share a Coke with friends, family, or even strangers and then post it on social media.

For brands to thrive, they must understand the importance of creating real communities with a shared vision and values that people want to join and participate in.

Subscription Channels

While mainstream social media platforms struggle to keep users engaged, subscription channels are becoming more popular and attracting the most loyal and engaged audience.  According to Gartner, by 2028, digital marketers will shift 30% of their paid social budget to advertising and partnerships on platforms like Discord and Patreon, where user engagement is more loyal and sustained.

Although initially designed for gamers, Discord now boasts hundreds of millions of users, attracting brands interested in tapping into an entirely new market of potential customers. Because it thrives on real-time interaction and exclusivity, brands can foster direct, ongoing interactions through dedicated channels and offer exclusive and early access to new products. It’s a powerful channel to build a personal connection with prospects.

Collaboration is another key strategy for success on community-driven platforms like Discord and Patreon. Brands are collaborating with niche communities and authentic content creators like influencers and podcasts to reach targeted audiences more organically and meaningfully. Kantar's Marketing Trends for 2025 Report highlights that creator-led content in the U.S. is a powerful differentiator for brands, outperforming national benchmarks in brand distinction by more than 480%.

By leveraging these connections, companies can foster deeper trust, enhance engagement, and drive sustainable growth beyond traditional social media marketing.

Omnichannel and Immersive Experiences

Since consumers increasingly seek time offline, the challenge for brands is no longer just about digital presence—it’s about integrating online and offline experiences. Omnichannel marketing is a personalized, customer-centric approach that provides a seamless journey across multiple channels and touchpoints (social media, mobile, physical events), increasing the chances of a good balance between the “real” and digital worlds.

Deloitte’s key trends for marketing leaders and CMOs to harness growth in 2025 reports that 75% of consumers are more likely to purchase from brands that deliver personalized content. However, how can brands uncover the perfect mix of experiences to truly connect with their consumers?

Start by making it personal. Get to know your target audience and move past surface-level demographics by investing in developing robust personas–not just semi-fictional profiles but true representations of your ideal customers. This requires leveraging multiple layers of first- and third-party data to capture their needs, preferences, behaviors, and anxieties.

Successful brands will distinguish themselves by leveraging data-driven persona targeting in today's environment, where attention is divided among many sources. This approach allows marketers to access and analyze detailed persona data, enabling them to deliver relevant, personalized experiences across every touchpoint. This level of precision allows brands to move beyond generic messaging and create genuine connections, fostering lasting relationships with their customers. It's about transforming data into actionable insights that drive meaningful engagement and sustainable growth.  

Platforms like Agility empower you to build these comprehensive personas, providing the insights to craft hyper-targeted ad campaigns.

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FAQ

How does the decline of traditional social media affect brand advertising strategies in 2025?

As big social media platforms lose popularity, brands must change how they advertise. Instead of trying to reach everyone on platforms like Facebook or Instagram, smart brands now focus on building relationships with smaller, more specific groups of people. This means creating content, oftentimes short-form video content on platforms like TikTok, Instagram Reels, or Youtube Shorts, that helps or entertains your particular audience and building communities where customers can connect with each other. It involves using real customer stories and feedback in your marketing and finding smaller, specialized platforms where your ideal customers hang out, as well as using influencers and influencer marketing to connect more personally. Brands now care more about meaningful conversations than just collecting likes. Success comes from making genuine connections with the right people, not just getting your content in front of as many eyes as possible.

How can brands use AI for personalization without making customers uncomfortable?

Brands can use AI to create better customer experiences by being open about using customer data and AI. Let customers easily choose what information they share and use AI to solve real customer problems, not just to push more products. Balance AI tools with human interaction—people still want to talk to real people. Focus on helpful personalization (like product recommendations that make sense) instead of creepy tracking. The key is to use AI to make things better for customers, not just more manageable for your business. Customers who see real benefits from sharing their information are much more likely to trust your brand.

What role do subscription channels like Discord and Patreon play in brand advertising, and how can brands use them effectively?

Subscription platforms like Discord and Patreon help brands build closer relationships and strengthen customer loyalty. These platforms work well because they let you create special communities for your biggest fans. You can offer exclusive content, early access, or special deals to members. They enable direct conversations between your team and customers and help you gather honest feedback about your products or services. To use these platforms well, brands should provide value that members can't get elsewhere. Partner with creators or influencers who have engaged communities and focus on building relationships, not just selling products. Create content specifically designed for these platforms, not recycled from other channels. Success on these platforms isn't about reaching millions of people but building stronger connections with your most important customers.

How can brands create seamless customer experiences across different channels in 2025?

Creating smooth experiences across all channels (websites, apps, stores, etc.) requires looking at your brand from your customer's perspective, not your company's. Ensure your messaging stays consistent whether someone finds you online, in-store, or elsewhere. Use customer data (with permission) to remember preferences across all touchpoints and connect your online and offline experiences in ways that make sense. Design each step of the customer journey to flow naturally into the next. The goal is to make customers feel like they're having one continuous conversation with your brand, not separate interactions with different departments. This means breaking down internal silos and making sure everyone in your company understands the complete customer journey.