2025 Marketing Predictions - What Small Beauty Brands Need to Know

As we step into 2025, the marketing landscape is evolving yet again, and I couldn’t agree more with Julia Broome’s predictions for the year. In her latest Instagram video, Julia hit the nail on the head with key trends that will shape how brands connect with their audiences. From nostalgic content to AI integrations, her insights align closely with what I’ve observed in the industry. Here’s a breakdown of her predictions—plus my take on where we’re headed.

Nostalgic Content: Tapping Into the Feel-Good Factor

Nostalgia isn’t just a fleeting trend; it’s a powerful emotional trigger. In 2025, expect to see more brands leaning into retro aesthetics, throwback campaigns, and callbacks to simpler times. This type of content resonates deeply because it connects audiences to memories and emotions, creating a sense of comfort in a fast-paced digital world. Whether it’s 90s-inspired graphics, reboots of beloved campaigns, or products that channel vintage vibes, nostalgia offers a way for brands to stand out and build emotional connections.

Pro Tip: Use nostalgia to spark engagement by encouraging your audience to share their own memories. Think retro hashtag challenges or user-generated content with a vintage twist.

Community Events vs. Influencer Events

Influencer-driven marketing is taking a backseat to community-focused initiatives. Consumers want authenticity and connection—not just another paid collaboration. In 2025, more brands will prioritize real-life community events and virtual meetups where customers can connect with each other and the brand on a personal level.

Community events foster trust and loyalty because they put the focus on the audience instead of the influencer. This trend signals a shift toward creating spaces where customers feel valued and part of something bigger.

Pro Tip: Host pop-up experiences, exclusive workshops, or even virtual coffee chats to foster deeper customer connections.

YouTube Content: Long-Form Is Back

Short-form content has dominated for years, but long-form YouTube videos are making a comeback. Why? Audiences are craving depth and value, especially when it comes to tutorials, storytelling, and expert advice. With YouTube doubling down on its community-building features, like memberships and live-streaming tools, brands can use the platform to build lasting relationships with their audiences.

Pro Tip: Experiment with longer video formats, like behind-the-scenes vlogs, in-depth product demos, or series-style content that keeps viewers coming back.

Escapism Content: A Break From Reality

In a world that often feels overwhelming, escapism content offers a breath of fresh air. Think dreamy travel visuals, fantasy-inspired campaigns, or immersive storytelling that transports audiences to another world. This trend is all about helping consumers detach from daily stressors and step into an inspiring, uplifting narrative.

Pro Tip: Use visually stunning imagery and emotive storytelling to create aspirational content that sparks joy and wonder.

Storytelling: The Heart of Every Campaign

Storytelling is timeless, but in 2025, it’s taking center stage. Audiences want more than just a product; they want to know your brand’s journey, values, and purpose. Stories that highlight human experiences, triumphs, and challenges resonate more deeply than ever.

Pro Tip: Share stories from your team, your customers, or even your supply chain to give your audience a glimpse behind the curtain. Transparency builds trust.

Rebrands: Evolution, Not Reinvention

With the digital space becoming increasingly saturated, brands are focusing on rebranding—but not in the traditional sense. Instead of completely overhauling their identities, brands are refreshing their visuals, messaging, or mission to stay relevant. This subtle evolution helps them maintain loyalty while reaching new audiences.

Pro Tip: Conduct regular brand audits to identify areas where your visuals or messaging could use a refresh without alienating your existing audience.

AI Integrations: Smarter, Not Harder

AI isn’t just a buzzword; it’s a game-changer. From content generation to customer service chatbots and personalized shopping experiences, AI tools are making it easier for brands to streamline operations and enhance the customer journey. In 2025, we’ll see even more brands embracing AI for predictive analytics, automated workflows, and hyper-personalized content.

Pro Tip: Explore tools like ChatGPT for copywriting, AI-driven analytics for smarter decision-making, and AI-powered design platforms to create content faster.

My Predictions for 2025

While Julia’s predictions set a strong foundation, I also see a few additional trends that will define this year:

1. Micro Campaigns with Fewer Influencers

Instead of casting a wide net, brands will focus on smaller, highly targeted campaigns. This approach reduces reliance on influencers and shifts the spotlight to brand-owned content. By creating intentional, tightly-focused campaigns, brands can deliver more impactful messaging to niche audiences.

2. Direct Customer Interaction Through Private Channels

Building private community channels, like Discord servers, WhatsApp groups, or even exclusive Instagram Close Friends lists, will become a key strategy. These spaces allow for intimate, two-way conversations that foster loyalty and trust.

3. Live Video and Membership Platforms

Platforms like Patreon and Substack will continue to gain traction as brands offer exclusive content, behind-the-scenes access, and personalized perks. Live video, from Q&A sessions to product reveals, will also be a critical tool for fostering real-time connections.

4. Owned Media Over Rented Space

Brands are waking up to the risks of relying on third-party platforms. In 2025, expect to see more investment in owned channels—websites, email newsletters, and apps—that give businesses full control over their audience relationships.

My Final Thoughts

As we dive into 2025, one thing is clear: connection is key. Whether through nostalgic campaigns, immersive content, or direct customer interactions, brands need that prioritize authentic relationships to come out on top. Julia Broome’s predictions are spot on, and I’m excited to see how these trends unfold. The future of marketing is all about meeting your audience where they are and making them feel like they’re part of your story. Let’s make this the year of connection and creativity.