YOUR GUIDE TO 2025
2024 has come to an end. As we wrapped up last year, we unwrapped a fresh set of goals, ideas, and resolutions for what’s next. Every year brings new challenges, new opportunities, and a chance for a fresh start.
Have you filled out your vision board yet? Put the finishing touches on your marketing strategy? Or are you still stuck, trying to figure out what to do, and where to start? We’re not psychic, but we have been paying attention to the shifts happening around us. While some trends are fleeting, others have greater meaning for what’s to come. And in 2025, we think these changes will take things to the next level.
Ready to hear what’s on our radar for the new year? Let’s dive into our agency predictions for 2025.
1. EGC will evolve
We’ve already seen loads of brands leverage their employees as content creators in 2024. This year, we expect to see Employee-Generated Content (EGC) evolve. EGC is content created by employees and shared on owned company channels. In 2024, we saw a surge in this type of content, as many TikTok users enjoy seeing behind-the-scenes glimpses of companies. With EGC, brands can build an online personality that feels authentic and relatable.
So, what will change in 2025? We think brands will dedicate larger budgets to EGC, which could lead to brands collaborating with companies for campaigns, almost like investing in influencers.
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2. everyone has to be so creative
Storytelling through campaigns and content used to be the absolute way to go for brands to get their message across. They would create personas and a story, and would use these to tap into your emotion. We never lost storytelling, but its importance did increase a bit over the past few years. UGC took over, and the easier, more low-key and rawer content was the way to get to the heart of consumers. But in 2025 we expect storytelling to make a comeback. With the overload of information that we receive during the day, content can be overwhelming. Storytelling is a great way to tap into the emotions of the consumer, and let them pause for a moment to really feel and understand what they see.
But mind this, good storytelling isn’t easy, and getting to the hearts of your target audience will require more attention and effort. Because in 2025, creativity will come first. We’re going from an era of quantity, with content to just fill the feed, to an era of quality, with super creative, razor sharp ideas that really stand out.
These changes will not only be important for brands and companies, but also for creators. Creators are also their personal brands, and building personality is key. We’ve already seen creators come up with their own formats, and we expect to see more creator owned formats in 2025. One great example is Chicken Shop Date, hosted by Amelia Dimoldenberg. Her chicken shop dates were viewed millions of times last year, as her format stands out towards traditional media. Another example is Rhodé loopt stage, where creator Rhodé follows internships in different industries. She managed to get 100K subscribers in less than a year with her own created format.
3. We said it many times, and we’ll say it again
You guessed it, community. We talk about community a lot, and that won’t stop in 2025. Nurturing communities will be more important than ever for companies and creators. The old way of approaching demographics and measurement won’t be enough. Because it’s not just about big creators with millions of followers anymore. Our guess, community will act as the new follower count.
Today’s culture is shaped by communities, and as a brand, you need to understand the importance of, and how to connect with them. It’s much more valuable to reach a smaller group right of the community that will love your service or product, than to reach a big group of people that couldn’t really care less.
So how will brands and creators invest in building and nurturing their community? We expect to see more effort and budget go into broadcast channels, group chats, offline events and community meet-ups. Do you want to learn more about community? Give this article a read!
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4. starting from the bottom
Something we are looking forward to exploring more next year is the bottom-up creator strategy. We all know how brands and companies approach a campaign with creators from the top-down, by starting with macro creators. By switching it up, things get way more interesting.
Why? Because culture is created on the ground. There is no one-size-fits-all approach in this world where niches and subcultures are arising all over the internet. Hype, popularity, and cultural relevance, they all happen within culture, not through big creators and celebrities.
The bottom-up strategy creates a ripple effect, where small creators influence their small audiences to buy a product, which then gets picked up by bigger creators, reaching even bigger audiences. This way, the small creators create a lasting hype within their audiences that had the time to grow, instead of a one-hit wonder that dies down after a day or two. Wanna read more about how we used the bottom-up strategy for one of our campaigns? Read this article!
6. high res isn't less
In its early days, TikTok thrived on raw, unpolished content that felt authentic and relatable. Brands quickly adopted this lo-fi aesthetic to connect with younger audiences, creating ads that seamlessly blended into the platform’s organic feed. This style worked, because it felt real, like a counter reaction to overly polished, traditional advertising.
But in 2025, a shift is on its way. With the constant flood of content on TikTok and intensifying competition among brands, the interest in higher production values is rising again. Users are gravitating back to content with high-resolution visuals, impressive production, and professional storytelling, setting a new standard for brands.
This doesn’t mean the end of lo-fi content, it still has its place in maintaining authenticity. However, high-production campaigns are gaining traction, combining cinematic quality with TikTok’s creativity. Marketers now face the challenge of strategically deciding when to use lo-fi versus hi-res content.
The result? A more dynamic TikTok ad space, where lofi and high-res content coexist, evolving the way brands engage with their audiences.
what's in it for the marketer?
These 2025 predictions highlight big opportunities for to evolve. With EGC growing, storytelling making a comeback, and creativity taking center stage, brands can connect with audiences in more meaningful ways. Prioritizing quality over quantity, fostering communities, and tapping into bottom-up creator strategies allow you to build deeper connections and lasting hype. Meanwhile, the balance of lo-fi authenticity and hi-res production opens up new possibilities for dynamic, engaging campaigns. In 2025, it’s all about innovation, creativity, and authentic connections.
