If you're still marketing like it's 2024, you're already falling behind.
The marketing landscape is evolving faster than ever. Artificial intelligence is transforming how we work, attention spans are getting shorter, and consumers trust creators more than corporations. Brands that don’t adapt to these changes are not just missing opportunities—they’re getting left behind.
But here’s the good news: You don’t need to guess your way through the chaos.
We've broken down the six most critical marketing shifts happening right now, based on data from the 2024 HubSpot State of Marketing Report, which surveyed over 1,200 marketers globally. These are not fluffy predictions—these are data-backed insights you can apply today.
Trend 1: AI Is Taking Over Marketing—And It's a Competitive Advantage
We’re no longer asking, “Will AI impact marketing?” The real question is, “Are you using it yet?”
Artificial intelligence has gone from a futuristic idea to a daily tool for high-performing marketers. Whether you're generating blog posts, optimizing ad campaigns, or predicting audience behavior, AI is now a force multiplier.
What’s changing:
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AI can now create content faster than humans.
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It can test, track, and optimize campaigns in real time.
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Marketers who aren't leveraging AI are doing more work for worse results.
According to the HubSpot report, nearly 47% of marketers admit they don’t know how to measure the ROI of AI yet. That’s a massive opportunity for those who learn how to use it effectively.
How to leverage AI today:
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Use tools like ChatGPT or HubSpot Breeze to create social captions, ad headlines, or even full emails.
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Run A/B tests comparing AI-generated and human-written content to see what resonates best.
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Use AI tools to analyze past performance and predict what content types or formats will work best going forward.
➡️ Pro Tip: Check out page 34 of the HubSpot report for how marketers are quantifying AI’s value in real-world campaigns.
Trend 2: Attention Is the New Currency—And Short Form Video Rules
We live in a world of endless scrolling. Capturing attention isn’t enough—you have to hold it.
In 2025, short form video content like TikToks, Reels, and YouTube Shorts is dominating the digital landscape. These quick, snackable videos deliver more engagement than static images or text posts.
But here’s the twist:
Long-form video is also thriving—when done right. Webinars, video podcasts, and YouTube deep dives offer up to 10x more engagement than traditional blog posts.
Real-World Example:
Action Steps:
The Hustle, HubSpot’s media brand, built a YouTube channel around storytelling rather than sales. They racked up 400,000+ monthly views with higher engagement than standard blogs—by telling compelling, binge-worthy stories.
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Start creating short-form video content—TikToks, Reels, Shorts—yesterday.
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Repurpose longer videos into shorter clips to expand reach.
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Track watch time, shares, and comments—not just likes or clicks.
➡️ Page 12 of the report covers how top brands are embracing this attention-first content model.
Trend 3: First-Party Data Is Your Secret Weapon
Third-party cookies are dying. Ad targeting is getting harder. And consumers are more skeptical than ever about how their data is being used.
So what’s the solution? First-party data—the information you collect directly from your audience through emails, subscriptions, and loyalty programs.
Brands that invest in building owned audiences (email lists, communities, apps) are reducing their ad costs and increasing conversions. Why? Because they’re not dependent on third-party platforms that constantly change the rules.
How to collect and use first-party data:
As privacy regulations tighten, trust becomes your most valuable currency. First-party data gives you a compliant, sustainable way to build that trust—while improving marketing efficiency.
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Offer free value (checklists, discounts, exclusive content) in exchange for email signups.
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Be transparent: Let users know how their data will be used.
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Personalize experiences: Tailor email campaigns or web content based on user behavior.
➡️ Get practical tips on page 11 of the report.
Why this matters:
Trend 4: Brands Must Start Acting Like Creators
People don’t trust ads. They trust people.
And that’s why the most successful brands in 2025 aren’t just advertisers—they’re content creators.
According to the HubSpot report, 92% of marketers are shifting budget away from ads and toward brand-led content—content that educates, entertains, and engages instead of just selling.
Case Study: Jaguar
Even legacy brands are making the shift. Jaguar, the luxury car brand, now creates social-first content with younger influencers. Instead of polished ads, they focus on lifestyle storytelling through TikTok and Instagram. The result? Increased engagement from Gen Z and Millennial audiences.
Actionable Tactics:
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Start producing content with a personal touch—behind-the-scenes, employee stories, customer shoutouts.
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Collaborate with micro-influencers and UGC creators to build trust and authenticity.
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Shift from “selling” to “serving” your audience with valuable, binge-worthy content.
➡️ See more on creator-led marketing on page 24 of the State of Marketing Report.
Trend 5: AI Is Making Ad Targeting Smarter and Cheaper
Paid advertising isn’t dead—but it’s changing.
AI is revolutionizing how we target, test, and optimize ads. Tools like Meta Advantage+ and Google Performance Max use machine learning to automatically adjust campaigns in real-time.
Why it matters:
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You don’t need to manually test every ad variation anymore.
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AI can find and refine your target audience for you.
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Budgets go further because the optimization happens on the fly.
How to start using AI in your ad campaigns:
Watch our Facebook Ads Testing Strategy video for hands-on guidance.
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Run parallel campaigns: One with manual optimization and one with AI tools. Compare the ROI.
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Use AI-generated creative alongside traditional content to see what resonates.
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Let AI dynamically adjust bidding, targeting, and placement based on behavior.
Looking to learn manual testing too?
Trend 6: Social Media Is the New Search Engine
Here’s something shocking: 40% of Gen Z now uses TikTok and Instagram to search for products instead of Google.
That means if your content isn’t optimized for social search, you’re practically invisible to younger audiences.
How to show up in social search:
If you want to be discoverable in 2025 and beyond, you need to think like a search engine and a content creator. That’s where the magic happens.
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Use TikTok’s search bar to find what users are actually looking for—then create videos around those terms.
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Add text overlays and captions with keywords.
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Use trending, platform-specific hashtags to appear in more searches.
➡️ Our TikTok SEO video breaks this down step-by-step.
Bottom line:
