I’m a nerd for marketing reports and data, and HubSpot always brings the heat with their research. Their 2025 State of Marketing & Trends Report is no different.
It provides marketers with a treasure trove of valuable insights into the latest strategies, tools and challenges that B2B and B2C professionals are currently facing. While AI continues to dominate many marketing discussions (and AI is featured prominently in the HubSpot report), I was particularly intrigued by several non-AI-related findings that could significantly impact your marketing strategy.
Here’s my take on three findings from the report that genuinely surprised me, and some thoughts on what marketers can do to leverage these insights effectively.
1. Social Media Emerges as the Highest ROI Marketing Channel
HubSpot’s report shows marketers are increasingly investing in social media roles, with content creators, social media coordinators and strategists topping hiring priorities. In HubSpot’s 2024 Consumer Trends Survey, 64% of Gen Z and 59% of Millennials reported discovering products through social media in the previous three months, so it seems ratcheting up the social media engine is well-justified.
One aspect that stands out is how platforms like Instagram, TikTok and Facebook have evolved into comprehensive commerce ecosystems. Users can discover products, get influencer recommendations, make in-app purchases and even receive customer service via direct messages all without leaving the platform. Social platforms have essentially become one-stop shopping destinations, mirroring ecosystems like Amazon, but with more direct user engagement. From a marketing perspective, this is transformative. It streamlines the customer journey and reduces friction between discovery and purchase.
My advice? Marketers should fully explore the built-in commerce capabilities of these platforms. Don’t just advertise, create a seamless shopping experience to capture attention, drive conversions and increase customer loyalty.
2. Facebook Still Delivers Strong ROI Despite Rumors of Its Decline
Contrary to popular narratives about Facebook’s supposed decline, HubSpot’s data clearly shows Facebook remains a marketing powerhouse. In fact, according to the 2025 report, 58% of marketers said they still use Facebook, and 40% report it as a top ROI driver. While Facebook might not be as trendy as TikTok or as fresh as newer platforms, the proof is there: It still effectively reaches and converts customers.
Facebook continues evolving to keep marketers engaged, too. Recent updates, such as the ability to upload multiple assets to a single ad (which Meta’s AI dynamically tailors for maximum engagement) and Automated App Ads designed to reach new users efficiently, indicate that Facebook remains dedicated to enhancing its advertising tools.
My take: Don’t write off Facebook just yet. Instead, leverage its continuously improving capabilities. Use dynamic ad features and automated targeting to maximize your advertising spend, making your marketing dollars work smarter, not harder.
3. The Rise of Niche Influencers
The HubSpot report revealed another fascinating shift: Marketers increasingly prefer niche influencers—those with fewer than 100,000 followers—over larger-scale influencers. Niche influencers (also known as micro-influencers) offer highly engaged audiences, strong brand loyalty and high trust levels.
According to the report, 68% of marketers partnered with niche influencers in the past year, signaling a shift from the “bigger is better” mindset.
This aligns with insights I shared in a previous blog post about micro-influencers. In today’s overcrowded digital landscape, micro-influencers excel at cutting through the noise. They engage smaller, highly targeted communities, creating genuine connections and trust.
Additionally, partnering with niche influencers is typically far more budget-friendly than engaging macro or mega-influencers. Smaller influencers tend to charge less per post, providing brands—especially those with modest marketing budgets—an opportunity to drive significant ROI without breaking the bank.
My recommendation? Actively seek out and cultivate relationships with micro-influencers who genuinely align with your brand’s values and goals. Their authentic voice and focused audience engagement can yield impressive results.
Final Thoughts
The findings from HubSpot’s report prove how important it is to be as nimble as possible in marketing. Social media platforms continue to evolve into powerful, integrated sales ecosystems, Facebook proves it still packs a punch and niche influencers emerge as cost-effective and highly trusted marketing partners. Embracing these insights and adjusting your strategy accordingly can position your brand for sustained success, or at least until the next strategy overhaul.
Have questions or thoughts about applying these insights to your marketing approach? Reach out anytime and let us know what you think!
Kedran Brush, Brand825’s Co-Founder and CEO, has more than 28 years of marketing leadership experience at the SVP and CMO levels, including revenue growth, customer satisfaction, brand awareness, etc. When she’s not helping brands be their best, Kedran can be found relaxing on the lake, at Tennessee Titans games and trying to stop her dog from chasing the elusive neighborhood squirrel.
