Welcome to the 1st ever Trend Prediction Edition of YAP.

2025 has already been full of surprises (and we’re only 24 days in)!

There’s no denying our industry is changing rapidly. This means it’s more important than ever for us to pay attention so we know where marketing is heading this year.

So today, our team has put together our top 5 predictions for the trends we believe will shape 2025.

But this isn’t just about theory (you know we’d never do you dirty like that)!

We’re also sharing plenty of practical ways you can embrace each of these trends now so you can be one of the few brands that’s out in front this year.

Read on, my friends!

- Charlotte, Editor ♡

Trend 1: Brands will go after hyper-niche audiences.

Bigger brands have been using this strategy for years.

But 2025 will be the year smaller brands will start tapping into niche communities, too.

Wait, what do we mean by niche audiences?

Well, look at Nike.

They have separate channels for different audiences, like @nikebasketball and @nikerunning. This means they can target those niche groups with content specifically geared toward their interests.

Red Bull's another brand that's been doing this for a long time.

They've gone after sports with niche fanbases, like skydiving, mountain biking, and climbing. Each of those sports have different audiences, but the one thing they have in common is they all have a dedicated fanbase.

In the last few years, we've already seen brands get involved with local groups like run clubs. And why not, right? You have a group of young people who are all interested in the same thing. It's the perfect opportunity for brands to capitalise on that attention.

This year, we believe more brands of all sizes will start sponsoring micro-communities like this.

So, what should you do right now?

The old adage, "if you speak to everyone, you speak to no one" only applies if you're just on one channel. You can target multiple audiences as long as your messaging is specific to them.

So think about the niche communities your audience belongs to. Then, start asking yourself how your brand can capture the attention that's already there.

Trend 2: Lo-fi short-form videos will give way to high-production content.

Since the advent of TikTok, lo-fi short-form video has taken over our feeds.

And many creators and brands have relied on trend-based videos to build their audiences.

But in 2025, these videos will begin to be replaced by higher quality content.

We’ve seen this happening on YouTube already. Big creators are investing a ton into high-production content because they know their audiences love watching it. And this year, we'll start seeing more of this on short-form platforms as well.

But this trend isn’t just about high production. We'll also see more brands begin serialising their content.

In other words, instead of using trends or one-off videos, brands will begin looking at their content as a series with many episodes.

Trend content doesn't give audiences much incentive to follow an account. But a show with recurring storylines and characters is much more likely to attract followers who want to keep coming back to see what happens next.

So, what should you do right now?

Stop relying on lo-fi content! Instead, start thinking of your short-form video content as a serialised show rather than a bunch of one-off pieces.

We've actually written a whole article on how to create a social show for your brand, which you can check out here.

[Keep reading]

- Charlotte, Editor ♡

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