As 2025 begins, the world of digital marketing and social media is set for a transformation driven by new technologies, shifting consumer preferences and evolving content strategies. From AI integration to the rise of branded content, the landscape is rapidly changing — and staying ahead of these trends will be crucial for marketers. Here's what TURNER is paying attention to in 2025.
AI Integration Continues to Evolve
AI has already made significant waves in digital marketing, and this will only accelerate in the coming years. One of the biggest shifts will be how AI continues to impact content creation and consumer engagement. AI tools are now assisting travelers with personalized itineraries, and social media is being infused with even more automation and personalized content. However, while AI offers unprecedented opportunities, it’s also creating a push for content authenticity. As more content is generated by algorithms, consumers are starting to crave authenticity and human connection. By 2026, 60% of CMOs are expected to adopt content authenticity technology, including greater use of brand-endorsed user-generated content (UGC).
- TURNER INSIGHT: There’s no substitute for recommendations from trusted sources like writers, influencers and podcasters—especially in niches like travel where word-of-mouth and personal experience still reign supreme.
Diversity and Inclusivity Take Center Stage
In 2025, diversity and inclusion in digital marketing will no longer be optional; they’ll be essential. Media outlets and PR agencies are doubling down on DEI (Diversity, Equity, and Inclusion) initiatives, making a concerted effort to elevate the voices of underrepresented communities. Whether it’s highlighting BIPOC entrepreneurs or collaborating with diverse influencers, brands are recognizing the importance of representing the full spectrum of their audience.
- TURNER INSIGHT: PR agencies like TURNER are already prioritizing BIPOC voices in destination marketing, ensuring that diverse perspectives are included in campaigns and stories. This is not just a trend; it’s a movement towards more equitable and representative content across all platforms.
Media Outlets Face Financial Struggles, but Print Makes a Comeback
The publishing world continues to grapple with budget cuts and layoffs. Major players like Vox Media, Condé Nast and DotDash Meredith have faced significant workforce reductions in 2024, and the trend of shrinking editorial teams isn’t going anywhere. The pressure to produce endless content while maintaining profitability remains a significant challenge for media outlets.
- TURNER INSIGHT: How’s this for a twist? Print media is experiencing a resurgence. Publications like Nylon, Complex and Ebony are bringing print back after years of digital dominance. This is a nod to the enduring value of tangible, curated content and an opportunity for brands to tap into a dedicated and nostalgic audience.
Social Media as the New Newsstand
Social media isn’t just a platform for interaction; it’s quickly becoming the modern-day newsstand. Platforms like Facebook, Instagram, TikTok and X (formerly Twitter) are competing for audience attention, and media outlets are struggling to keep up. In 2025, media companies will place more emphasis on social-first content, designed specifically to engage audiences on these platforms. According to a Cision poll, Facebook is expected to see significant growth as a platform for active engagement, challenging the dominance of TikTok and Instagram.
- TURNER INSIGHT: For marketers, this means understanding how to create content that not only works on social media but also resonates with the audiences who are increasingly consuming news and entertainment through these platforms.
Freelancers Are Diversifying Their Expertise
The media layoffs of recent years have forced many talented travel writers and content creators to broaden their expertise. Freelancers are no longer just travel writers; they are increasingly wellness experts, science communicators and even environmental activists. With many traditional outlets shrinking, freelancers are taking control of their own destinies by building personal brands, creating paid subscriptions (like Substack), and offering niche content directly to their audiences.
- TURNER INSIGHT: This trend is pushing freelancers to expand their skill sets beyond writing, with many moving into travel advising, influencer marketing and content creation for brands. As the demand for diverse, specialized content grows, these multi-talented creators are becoming the go-to sources for brands seeking to engage with highly targeted audiences.
Video-First Partnerships Dominate the Digital Space
Video content has been a cornerstone of social media for years, but in 2025, it will become even more critical. With social media algorithms increasingly prioritizing video, brands and creators will need to invest in high-quality, cost-effective video production to stay relevant. Video content has proven to provide the highest ROI for marketers, with short-form video (think TikTok, Instagram Reels, and YouTube Shorts) leading the charge.
- TURNER INSIGHT: Brands will continue to partner with content creators who can produce videos that resonate with their audiences, from product demonstrations to behind-the-scenes looks and user-generated content.
Influencers Evolve into Advertisers
In the past, influencers were simply content creators who partnered with brands. But in 2025, influencers will take on a more integral role in the advertising ecosystem, acting almost as brand advertisers themselves. With whitelisting becoming standard practice in influencer contracts, brands can now gain deeper insights into the performance of influencer-driven campaigns.
- TURNER INSIGHT: Increased transparency and accountability will be the norm, with influencers expected to deliver detailed metrics such as engagement rates, click-through rates, and conversion rates. As costs rise for influencer partnerships, brands will look for influencers who can demonstrate clear, quantifiable success in their campaigns.
The Rise of Branded Content
As traditional advertising faces more scrutiny, branded content is emerging as a more effective solution. According to Nielsen Reports, branded content generates up to 86% higher brand recall compared to pre-roll ads. In 2025, more and more brands will turn to content creators and influencers to produce native advertising that feels organic and in line with the editorial content consumers are already engaging with.
- TURNER INSIGHT: The key to success here will be collaboration with diverse creators across multiple channels. This trend will lead to the rise of omni-channel content—content that seamlessly blends into every screen, from TV to mobile to social media.
Tyler Wilcox
