WHAT WERE THE CONTENT TRENDS IN 2025?
Audiences want to connect with brands that are present where they are.
Consumers spend a lot of time online reading, listening, and watching, and they’ve built trust with creators they connect with.
1. Visual Storytelling
The most popular content formats for business-facing and consumer-facing brands are short-form video, followed closely by images. Attention may seem limited, but when consumers are engaged, they’re watching interviews, listening to podcasts, and tuning into live-streamed videos from brands and creators they find valuable and entertaining.
The content formats that marketers say deliver the highest ROI are short-form video (21%), images (19%), and live-streamed videos (16%)…and marketers plan to invest more in these channels.
2. Podcast And Audio Content
Podcasts have become an influential format for people across all ages and stages in life. They’re a unique mix of education, inspiration, and casual listening, where subscribers get to know the hosts and look forward to new episodes week after week.
Approximately 100 million Americans listen to podcasts weekly, and as of 2025, podcast listening had reached an all-time high. The average adult, across all generations, listens to around eight hours of podcasts each week.
And not only are podcasts popular, but they’re also influential. 46% of weekly podcast listeners have purchased a product or service after hearing about it on a podcast.
3. YouTube, Instagram, and TikTok
In 2025, Facebook, TikTok, and YouTube will remain strong for both B2B and B2C brands. B2B marketers plan to invest more in LinkedIn, and B2C marketers in TikTok, reflecting how shoppers research new products and services personally and professionally.
Marketers will have to find ways to overcome their biggest challenges to reach their social goals in 2026. For both business-facing and consumer-facing marketing teams, the top challenge is keeping up with trends. B2B marketers are also having trouble reaching their target audience, and B2C marketers want to gain and keep followers.
4. Influencer Marketing
In 2025, 24% of marketers reported using influencer marketing, and both B2B and B2C brands found the most success with micro influencers with 10K – 100K followers.
Working with smaller creators and influencers has allowed brands to build trust with new audiences, gain access to niche, tight-knit communities, and stretch their influencer marketing budget further.
Marketers report seeing the highest ROI from influencers on 1) Facebook (28%), 2) Instagram (22%), and 3) YouTube (12%), and brands most commonly spend 50-74% of their marketing budget on influencers or content creators.
But, will the brand-influencer partnership trend continue, or evolve? 86% of surveyed leaders believe it’s likely that AI-generated influencers or social media avatars will replace influencers in the near future.
NOW…use this information to help determine what your business should be considering for 2026!
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