An overview of Content Trends!

Content trends over the years

2025
2024

Content trends 2025: These developments will shape marketing

The world of content marketing remains dynamic and requires companies to keep pace with new technologies and strategies. In 2025, clear trends are emerging that will permanently change the way content is produced, presented and consumed.

1. AI-supported content creation: efficiency and precision

Artificial intelligence (AI) is increasingly becoming an indispensable tool in content marketing. From blog articles to social media posts and emails, these technologies not only save time but also make it possible to tailor content specifically to the interests and needs of the target group.

Possible applications:

• Automating routine tasks such as creating blog posts or social media posts.
• Personalising content in real time based on user data.
• Accurately analysing content performance to make optimisations.

2. Short-form videos: snackable in a few seconds

Short-form videos continue to grow in popularity. With platforms like TikTok, Instagram Reels and YouTube Shorts, brands have new opportunities to reach their target groups with short, concise messages. Short videos are particularly suitable for presenting tutorials, product demonstrations or exciting stories in an entertaining way. The advantages are that they are not only more cost-efficient to produce, but also significantly increase reach and engagement rates.

3. Interactive content: actively engage users

Interactive formats such as quizzes, surveys or augmented reality (AR) offer users the opportunity to actively engage with a brand. These experiences not only promote brand loyalty, but also provide companies with valuable data about the behaviour and preferences of their target group.

4. Voice search: The voice becomes a search engine

With the growing popularity of voice assistants such as Alexa and Siri, voice search will account for a large share of online traffic by 2025. Studies show that users use different keywords for voice searches than for classic text searches.

Tips for optimisation:

• content should be written in natural and conversational language.
• Question and answer formats are particularly effective as they provide direct solutions.
• Local optimisation is crucial as many voice searches ask for location-based information.

You can also find more e-commerce trends for 2025 here. 👨🏼‍💻

5. Authentic storytelling: emotions instead of facts

In 2025, authentic storytelling will be more important than ever. Brands that create emotional connections through stories will stand out from the crowd. Consumers value authenticity, transparency and values that they can share. Consumers are looking for brands that share their values and communicate them credibly. Stories that create emotional connections are more memorable and stand out from the mass of generic content.

6. Shoppable content: Seamless inspiration to purchase

The connection between content and e-commerce is a trend that is changing the way consumers buy products. Whether on Instagram, Pinterest or blogs – shoppable content shortens the customer journey. Instead of inspiration and the purchase decision taking place in separate steps, everything happens in a seamless process. For example, a user discovers an outfit in an Instagram post and can buy it with just one click without leaving the platform. This efficiency increases the conversion rate and improves the shopping experience.

Do you want to assert yourself as a copywriter in the future alongside the use of AI?

That’s why SEO knowledge will be even more important in the future. In our online copywriting certification, you will learn how to successfully create keyword research with tools, what to look out for in metadata, and how to create SEO quality content tailored to your target audience. You can find more information about the certification here. 🧑‍🎓👨‍🎓

A look ahead

The content trends for 2025 show that personalisation, interactivity and authenticity are essential to success in digital marketing. One thing remains clear: people – with their values, emotions and stories – continue to be at the heart of a successful strategy.

These are the content trends for 2024!

The content marketing trends for 2024 build on the trends of 2023 and show a further developed direction, which is particularly characterised by technological innovations and changing consumer expectations:

AI as a support tool

AI is used as a tool to complement human creativity. AI integration is becoming the standard in content marketing. Around 61% of marketers use AI in their marketing strategies, with 44% using it explicitly for content production. However, AI will not take the lead in content marketing, but rather support human marketers in their creative work. Nevertheless, it should be noted that the use of AI alone is not enough to generate real connections and quality leads in content marketing.

Flexible content for every occasion

Diverse content appeals to the entire target group. Using insights from research to create different content formats is becoming more important. Content marketers plan to increase their investment in blogging and SEO. This will enable them to produce content faster and on a larger scale.

Focus on unique, differentiated content

With the rise of AI tools, marketers need to find new ways to make their content stand out. This involves creating depth and differentiation in content, for example, by using audio or video recordings with experts or customers. The content user experience (UX) is key to holding users’ attention. Content must be modern, entertaining and optimised for digital channels.

Content Commerce – Information and Product in One Go

The line between informational and transactional content is blurring. E-commerce functionalities are being integrated into content to enable direct conversions.

Video Marketing, Gamification and User-Generated Content

Video marketing, gamification and user-generated content (UGC) are important elements in attracting and holding users’ attention.

• Videos are a powerful tool for engaging and acquiring customers, as they can convey complex content in a vivid and entertaining way.
• Live streams, short video formats such as Instagram Reels, TikToks and YouTube Shorts are gaining popularity because they offer quick, dynamic and authentic insights into brands and products.
• Videos make it possible to tell emotional stories, demonstrate products and develop brand personalities, which resonates particularly well with younger target groups such as Generation Z.

• Gamification, the integration of game-based elements into marketing campaigns, increases the engagement and interaction of the target group.
• Through gamification, brands can create playful challenges, competitions and reward systems that strengthen customer loyalty and positively influence brand perception.

• UGC encompasses content created and shared by users and offers authentic insights into the customer experience with a product or service.
• UGC is a powerful tool for marketing trust because it comes from real customers and is seen as more credible and trustworthy than traditional advertising content.
• UGC allows brands to engage their community, highlight customer feedback, and build a stronger relationship with their audience.

Optimisation for quality and usefulness

Google’s ‘Helpful Content’ update emphasises the importance of high-quality and useful content. Smaller websites that create high-quality content can benefit from these changes.

‘More is more’ no longer applies in content marketing. Google recommends checking content for added value and, if necessary, optimising or deleting it.

Trust and relationship building

It is expected that consumers will become more sceptical of AI-generated content and that the authenticity and honesty of brands will become more important. Marketers should practice radical transparency and communicate honestly with their audience to build trust. Despite the use of AI tools, the human factor remains crucial in content marketing. Authentic and emotionally appealing content will continue to be highly valued.

Growing importance of influencers and private communities

Influencer marketing remains a central component of content marketing, with unique content and collaboration with influencers being crucial to stand out from the crowd. CGI influencers, digital avatars in social networks, offer a cost-effective and controllable alternative to real influencers and are particularly popular with younger target groups.

Double-E-A-T

Google’s E-E-A-T (Expertise, Authoritativeness, Trustworthiness, Experience) model is gaining in importance, with content based on the experiences of users or micro-influencers becoming more and more significant.

Thought leadership content for brand reinforcement

Thought leadership content is playing an increasingly important role in brand reinforcement and content marketing. This trend involves a company’s efforts to establish itself as a ‘subject matter expert’ – a professional who regularly publishes content based on their in-depth expertise. Through these activities, companies build trust with (potential) customers and other companies.

This type of content is presented in a variety of formats, including podcasts, social media posts, studies and videos. It emphasises the expertise of those representing the brand and helps to strengthen brand identity and credibility.

Overall, content marketing in 2024 requires a balance between the use of technology and human creativity, with a focus on authenticity, quality and genuine human connections.