How will they apply to the design industry?

It’s that time of year again when we see the drip feed of ‘trend’ content turn into a deluge. With everyone grappling for that top search result, digital marketing is no less immune. We’ve scoured the latest releases to summarise what the year ahead looks like and how this might apply to the interiors, architecture and design communities.

There are 6 key areas we will dive into so grab a cuppa and settle down while we talk you through the top digital marketing trends for 2025:

AI-Generated Content & Personalisation
Augmented reality and Virtual Reality
The continued rise of podcasts
Attention seeking content
Social commerce evolution
Sustainability-driven marketing

AI-Generated Content & Personalisation

You can’t move for references to Artificial Intelligence (AI) at the moment. Every social media platform and digital marketing resource is trying to integrate AI in different ways and to lesser or greater degrees of success.

Here’s an example of how companies are using AI for their current marketing strategy:

It’s a huge topic and a broad term so how will it be relevant for those in the design industries?

Content creation and tailored posts

With improvements in AI, brands and influencers will start using AI to create tailored posts, video snippets, and personalised messages for their audiences. It allows brands to use data-driven insights to be able to adapt to each user’s interests. With engagement continuing to be a measure of success, drilling down to what might capture your audience’s attention might save you time and frustration in the long run.

That being said, AI can only get you so far. We would rather look at that data, and then apply real-world experience to create content. Those nuances will be the thing that sets you apart from the competition and give you a unique stand out. Copy that sounds like it’s written by a person, not a bot, will always be infinitely more palatable!

Better ad targeting and shopping experiences

When we attended this year’s Pinterest Presents, AI was a dominant feature. They have recently launched their Performance+ suite of advertising support, which uses real-time insights and automation to target audiences at the right moment with Pins. Feed the machine the information, and off you go! Sounds promising right? These new tools promise an increase of 10% in CPA performance so it is certainly not something to be sniffed at.

They are also using new “Body Type” filters for searches, powered by AI, allowing you to virtually try clothes on, thus improving your shopping experience. Clever!

We cover e-commerce more broadly later but enhancements to the shopping experience using artificial intelligence are certainly one of the key digital marketing trends for the year ahead.

Upgrade existing content

Social Media Today has looked at Meta’s offerings too and Instagram in particular are very keen on introducing more AI enhancements. The general consensus is that they will allow you to do more with your images and videos, using AI to edit and enhance your own content to create the most engaging version for your audience.

When it comes to LinkedIn however, Social Media Today predict that they will reign in their use of AI. For a platform grounded in personal and professional connections, having a bot create your content moves them away from genuine and authentic content.

Enhanced peer-to-peer learning

We have seen the rise in 2024 of their Collaborative Articles - AI-generated topics and conversation starters, asking experts in the industry to comment on specific topics. It can be quite useful to read but also allows you to demonstrate your expertise and thought leadership. If you are a design business leader, it’s a great way to dip your toe into this side of the platform before trying out your own pieces.

They have also added useful AI features to their LinkedIn learning platforms, allowing you to summarise course learnings if you don’t have time to embark on a full session.

Curating your social media feed

Finally, social media feeds are expected to become hyper-personalised. AI algorithms will curate content with an understanding of each user’s preferences, browsing history, and mood, creating a seamless blend of content, ads, and interactions tailored to each individual.

Threads, which has seen an exponential growth in 2024, has until recently been suppressing political content but with users demanding this is reversed and chronological feeds being top of their wishlists, we expect to see them tweak their algorithms to appeal to a broader readership. Given the geopolitical challenges predicted in 2025, it’s going to be a challenge for all platforms to balance this with the rise of general misinformation so it's one to watch as the year progresses.

Augmented reality (AR) and virtual reality (VR) integration

Social media platforms are expected to integrate even more augmented reality features, such as advanced virtual try-ons for fashion and home decor, immersive 3D ads, and AR-enhanced storytelling. This will allow brands to create interactive experiences directly on social feeds.

Meta’s Horizon Worlds and other VR social platforms are pushing the boundaries for virtual hangouts, remote events, and even metaverse-based influencer marketing. This will encourage users to spend more time in virtual social spaces that feel increasingly lifelike.

Perhaps we’ll start to see the evolution of trade shows over the next few years where people don’t have to be physically present to experience your brand or service. We’d expect to see this start within the b2c sector first but these things tend to come into the b2b space eventually so it’s worth keeping an eye on developments.

Social Media Today thinks that as well as platforms such as Meta, Pinterest will be looking to tap into this, by working on new integrations that will merge its own AR tools with AR devices. For example, it will allow you to see how clothing will look on you by selecting a Pin, and then looking through the glasses at your reflection in a mirror. Impressive right? We could see evolutions such as seeing how particular designs or interiors might look too for users; and testing how particular rugs, furniture pieces and more might look in a setting. It’s all for the taking as technologies evolve.

The continued rise of podcasts

Podcasts have been around for a while now and there is a general ebb and flow to their publishing schedule. Some have found the increasing financial pressures of keeping them going too much and many have fallen by the wayside. However, there are still some excellent examples of thoughtfully curated audio discussions that add value to the design debate.

Material Matters, chaired by journalist, writer and Material Matters event founder Grant Gibson, is a good example of this with the guests carefully selected for the value they add to the materiality debate. Business of Home is another that continues to see success and Country & Townhouse’s House Guest hosted by Carole Annette has a varied selection of guests too.

As you can see from the chart below from GWI, podcasts have slowly transitioned from 6th to 4th place in the types of audio content consumers aged 16-64 like to listen to.

Whether you look for opportunities to join discussions or you start one yourself, they are certainly not going to disappear in 2025 and will offer new ways to connect with your audiences.

According to GWI, 65% of podcast fans already listen to music during commutes and 56% use it as background noise, so podcasts are on their way to taking over radio’s place. And Gen Z in particular are driving this change.

Here’s an interesting snapshot from GWI showing the % change between 2021 - 24 in the number of each channel's daily Gen Z users who say they typically discover brands/products on them.

Attention-seeking will be at a premium

We all know that social media platforms are demanding more and more in terms of engagement. The longer people spend interacting with your content, the better as far as they are concerned. Forget likes and followers, think saves, comments and shares.

In Kantar’s Media Reactions 2024, 31% of people globally claim that ads in social media platforms capture their attention, which is a marked decrease over last year’s 43%.

In 2025, attention will need to be earned continuously and consistently, and brands can’t settle with ‘suited for platform’, instead, they need to stand out. So rather than relying solely on ads to boost visibility, it needs to be content people want to see, content that people value and want to spend time interacting with.

LinkedIn specifically is focusing its efforts further on encouraging video content. According to Social Media Today, video consumption is rising in the app, with video posts generating 40% more engagement, on average, versus text updates. So if you are looking to drive engagement here, short-form video is the way to go.

Facebook too thinks video will further develop in 2025. They recently added a new video tab for this purpose.

Social commerce - Shoppable Social Media & Livestream Shopping

Social media platforms will deepen their e-commerce integration, making the “see it, like it, buy it” experience frictionless with in-app purchases that allow users to buy without leaving the app.

Following the trend popularised in China, influencers and brands will host live shopping events on platforms like Instagram and TikTok. Livestream shopping allows for real-time interactions, product demos, and a direct connection with the audience, blending entertainment with commerce.

Pinterest in particular is upping its game in this regard. Virtual try-ons, ease of shoppability and so on are all planned for the platform.

Here’s an example of one feature, “Body Type” filters for searches, powered by AI on Pinterest:

Sustainability must drive your marketing efforts

According to Kantar, “In 2025, we will see a ramp-up in sustainability legislation in major economies that accelerates the corporate ESG (Environmental, Social, and Governance) agenda. In addition, 93% of consumers globally say they want to live a more sustainable lifestyle.”

We saw this in 2024, but this will continue to be a major factor to consider in all your marketing materials and corporate communications. It’s worth reading Positive Luxury’s Sustainability Report. They have fantastic expertise in the area and as part of their Impact Network, Sandford can connect you with their knowledgeable team should you need it.

Conclusion

2025 looks to be a bumper year for digital marketing innovations. There is a lot to digest here but as an industry, we must be prepared to move the dial when it comes to digital marketing efforts.

AI and emerging technologies like AR/VR will redefine customer engagement, while enhanced shopping experiences and creating content that will keep people on the platform, will be in more demand.

Staying agile and adopting these innovations will be key for brands to remain competitive in a rapidly evolving landscape.

Digital Marketing Trends for 2025

How will they apply to the design industry?