It will come as no surprise that the most significant communications trends in 2025 reflect rapid advances in artificial intelligence (AI). However, amidst this technological disruption, audiences are revealing a desire to embrace the simpler side of life, seeking content that entertains and gets to the point. Understanding these trends will be vital to staying relevant and keeping connected with your target audiences this year. Here are five key trends all business communicators must know in order to succeed in 2025.
1. Artificial Intelligence (AI) will grow as a key communications partner
If 2024 was the year when you experimented with AI then 2025 will be the year it becomes a key partner in your communications strategy. Forbes reports more than 80 per cent of businesses use AI as core technology. In 2025 communicators stand to benefit from even more new tools and capabilities. Whether it’s lead generation or content generation, the right AI tools will help turbo charge your communications results.
But where to start? Even asking Chat GPT for the best AI tools of 2025 can leave you with a solid dose of AI overwhelm. This is where your human partners can help. If you haven’t already, talk to your communications advisors or third-party platform providers to learn about AI advances planned for the year ahead. Media monitoring, customer engagement and social media platforms are all fast evolving and offering new ways to engage with your customers, media, stakeholders and employees – without needing to grow your team or your budget.
2. Trust and authenticity remain key…but don’t overcomplicate things
It’s a widely accepted marketing mantra that millennials want to do business with organisations that share their values. Many communicators can point to successful results thanks to strategies grounded in authenticity, ethics and purpose alignment. As we enter 2025, many marketing and media commentators are continuing to espouse the virtue of believability and trust in brand strategies, and rightly so.
But we’re also seeing a shift as brands compete to capture shortened attention spans with boldness instead of believability. A recent article in the Australian Financial Review describes this as a shift away from “millennial marketing” to “dopamine design”. It’s not about being unethical or inauthentic. Rather, it’s a rejection of “whimsical messages” that can’t compete for attention in favour of bold statements that “get straight to the point”.
3. Entertainment-based content will trump brand rigidity
Social media content trends in 2025 will push brands out of their comfort zone as communicators are challenged to ditch brand consistency and prioritise entertainment. In its Social Media Trends 2025 survey Hootsuite calls on content creators to “unlock the brand handcuffs” to achieve greater cut through. A quarter of its survey respondents said more than 81 per cent of their content had the primary goal to entertain audiences. That doesn’t mean you should throw out your brand guidelines. Rather, know your brand rules and choose when to break them for maximum impact.
4. Small videos will continue to make a big impact
Audience preferences for snackable video content will ensure the popularity of social media platforms like TikTok, Instagram and YouTube as we enter 2025. Advances in generative AI make it even easier for communicators to leverage this trend in their content marketing. But don’t discount other platforms or content types entirely. Facebook, for example, has copped slack for being your mum and dad’s social media platform, but its expansive reach still attracts a large proportion of advertising dollars.
As we caution in our article on social media FOMO, make sure your social media strategy is informed by a sound understanding of your target audience and the platforms and content they prefer.
5. Lightning speed will underpin successful crisis communications
Organisations will face growing pressure in 2025 to ensure their communications capability can withstand a crisis. Attention spans are getting shorter and communications platforms are getting faster. When things go wrong, organisations have a very short window within which to connect with their customers and stakeholders – but doing so is vital to maintain trust in your crisis response.
As you begin the new year, make sure your crisis communications playbook is refreshed and relevant. Stress testing scenarios, messages and responses with a trusted communications partner will ensure you are ready for whatever challenges 2025 may bring.
BBS can provide your organisation strategic advice or practical support to ensure your communications strategies are relevant for the year ahead. We help clients with corporate communication, crisis communication, media relations, stakeholder engagement, community relations and more.