‘Tis the season for Spotify Wrapped!
One of these things is not like the other…
Spotify’s incredible annual display of user data has flooded our social media feeds, showcasing what we all streamed, loved and maybe listened to just a little too much. For yours truly, 2024 was the year of Taylor Swift, Dua Lipa and Ice Spice. (Note to self: Get the kids their own Spotify accounts for Christmas.)
Sure, Spotify Wrapped is fun and aesthetically pleasing, but it’s also genius marketing—a perfect blend of data and storytelling. So, it got me thinking: What if businesses had their own “Marketing Wrapped” at the end of the year? A compendium of strategies that dominated the year, the tactics that fell flat, and most importantly, the potential look of next year’s marketing playlist…
Here’s a look at some of marketing’s greatest hits (and misses) in 2024, and what we think will top the charts in 2025.
1. Social Media Marketing Still Tops the Charts
Social media reigned supreme again in 2024. Global ad spending on social media was expected to hit nearly $220 billion this year.
Platforms like TikTok, Instagram and even LinkedIn leaned heavily into video, pushing brands to expand their creativity. Viral trends and challenges drove engagement, but let’s be honest: not every campaign hit the mark.
Why it worked: Authenticity seemed to matter more than ever in 2024, didn’t it? Brands that leveraged social media to show their personalities and connect with audiences on a human level thrived.
Why it didn’t: Relying too heavily on trends can sometimes dilute the messaging brands want to convey. Additionally, brands chasing after constantly-shifting algorithms to capture lighting in a bottle often end up missing the mark entirely.
2. Content Marketing: Playing the Long Game
From blogs to podcasts to thought leadership pieces, content marketing remained a strong marketing component. Half of the marketers surveyed in HubSpot’s State of Marketing Report 2024 said they planned on increasing their investment in content marketing.
But with so much content out there, standing out wasn’t easy.
Why it worked: Like so many things in life, the rule of “quality over quantity” is paramount in content marketing. Brands that focused on creating value—like answering questions and solving problems—saw returns in SEO rankings and audience trust.
Why it didn’t: Saturation. Let’s face it, there’s only so much attention to go around. If your content didn’t offer something unique, it probably didn’t get the clicks/eyeballs you wanted.
3. Paid Advertising: Fast Results, But at What Cost?
Paid ads, especially on Google and Meta platforms, delivered quick wins in 2024. Meta’s ad revenue increased 27% in Q1 2024, a huge improvement over the 4% growth it saw in Q1 2023. Further, ad impressions increased 20% during the same time period across the Meta app collective (Meta, Instagram, Messenger, WhatsApp).
Paid ads are a great way to get the results you’re looking for, but rising costs made some businesses question their ROI.
Why it worked: Precision targeting. The ability to reach very specific audiences kept ads relevant and effective.
Why it didn’t: Competition drove costs up, and ad fatigue set in. Plus, stricter privacy regulations, particularly on the state level, forced marketers to rethink their strategies.
4. The Evolution of Influencer Marketing
Influencer marketing has seen a significant shift toward micro-influencers, who, despite their smaller followings (between 1,000 and 100,000 followers), often boast higher engagement rates compared to their macro counterparts.
Micro-influencers typically achieve engagement rates ranging from 3.86% to 8.8%, while macro-influencers see rates between 1.21% and 3.07%. The reason? Micro-influencers tend to have a more authentic, close-knit connection with their audience that often translates to better engagement.
Why it worked: Micro-influencers brought relatability and trust. Their smaller, engaged audiences proved more valuable than massive followings.
Why it didn’t: Transparency issues (like undisclosed sponsorships) hurt trust. And, when not done well, micro-influencer partnerships can feel forced and insincere.
5. AI-Driven Personalization: A Double-Edged Sword
AI tools continued to become marketer’s best friend in 2024, powering everything from email campaigns to dynamic ad content. In fact, 67% of small business owners and marketers use AI for content marketing or SEO.
However, AI usage varies wildly, and intent matters. If you’re using AI as a brainstorming tool, one that alleviates a bit of the creative heavy lifting to help you get a good start on a project, then you’re in good shape. But, if you’re using AI as a way to create entire pieces of content or whole pieces of a marketing campaign, your audience will know and be turned off.
Why it worked: AI can help create hyper-personalized experiences that delight customers and improve conversions.
Why it didn’t: Over-personalization can sometimes cross into creepy territory, and consumers are becoming quite proficient at noticing content created with a heavy reliance on AI.
What Should Your Marketing Wrapped Look Like in 2025?
Alright, we’ve taken a look at the hits and misses of 2024’s marketing tactics—some strategies nailed it, while others hit a few sour notes. The big question now is: What should your marketing playlist look like in 2025?
Let’s talk about the trends, tactics and ideas that should be topping your list for the year ahead.
Own Your Data
First-party data will be your MVP next year. As privacy laws continue to tighten, relying on third-party data becomes more of a gamble.
Build systems and processes now to collect your own data ethically. Think email submissions for valuable content, surveys, product discounts, etc. Doing this will pay off in the end, because you’ll have data you collected on your own that you can use to build dynamic content, personalized campaigns and other tactics that should deliver excellent results.
Make More Short-Form Videos (Especially Vertical Ones)
At this point we sound like a broken record when we say video isn’t going anywhere. Platforms like Instagram Reels, TikTok and YouTube Shorts are where large audiences like to spend their time. And, it’s not just kids doing funny dances, either.
More and more young adults are regularly getting their news from TikTok. In a relatively short amount of time, the share of adults who said they regularly get news from TikTok has grown from 3% in 2020 to 17% in 2024.
LinkedIn recently leaned further into video content as a way to embrace the vertical video trend already mastered by TikTok and Instagram. If you want to incorporate more videos into your LinkedIn posts, here’s a great guide on how to become a LinkedIn video pro.
Video is here to stay, and it’s as legit as ever. If you’re not currently investing in quick, engaging content that entertains and informs, then you need to strongly consider making it a priority in 2025.
Create Experiences, Not Just Campaigns
Immersive experiences—AR filters, live shopping events, interactive content—will dominate in 2025. That’s because people want to engage with the brands they like.
Unlike static ads, experiences create lasting impressions. Interactive content invites audiences to participate, making them feel connected and valued. It turns marketing into a two-way conversation, building deeper emotional connections and increasing brand loyalty.
Plus, as attention spans continue to shrink, engaging experiences stand out in a sea of passive content, giving brands a competitive edge.
Go Green (and Mean It)
Brands must treat sustainability as more than just a buzzword—it’s a way to build trust by showing genuine commitment to values that matter to their audience. In fact, sustainability is so important to some consumers that they’re willing to pay a sustainability premium, even with escalating prices and cost-of-living.
Purpose-driven messaging that highlights your commitment to social and environmental issues will set you apart.
Let AI Help, But Stay Human
AI will keep evolving and improving in 2025, but as alluded to above, it works best when paired with genuine human insight.
Here’s the thing: AI can help get the job done, but it shouldn’t do the entire job. Algorithms don’t understand nuance, cultural context or the emotional depth that connects with audiences. AI is great for suggesting headlines or drafting basic social media captions, but a human touch is essential to ensure the tone aligns with your brand and resonates with your audience.
Treat AI as your assistant, not your replacement; it’s there to help you work smarter, not to take over the creative wheel. For example, use AI to sort through
So, What’s on Your Marketing Playlist?
Yes, I went to the Eras Tour. For my kid!
Just like Spotify Wrapped, reflecting on your marketing efforts is about more than a pretty presentation of data—it’s about learning what works, what doesn’t and where you can grow.
And for some, it’s realizing that Sabrina Carpenter’s Short n’ Sweet is a great reminder that it’s possible for your brand’s messaging to be both confident and vulnerable—because that’s a mix that resonates deeply with a lot of people.
For me, Short n’ Sweet is a spellbinding album chronicling the high’s and low’s of relationships that artfully encapsulates the blurring line between confidence and qualms that comes with being a 25-year-old Gen Z woman finding her way in the world. OK, that’s enough erudite discussion on Sabrina Carpenter for one day.
So, what’s your Marketing Wrapped for 2024? And, what’s your plan for making 2025 even better? If you’re ready to create a standout strategy, let’s talk. At Brand825, we’re here to help you craft a marketing mix that hits all the right notes.
Andy Goldstein, Brand825’s content strategist, works closely with clients to create content strategies that spread brand awareness, promote thought leadership, increase web traffic and much more. If you’ve always wanted to launch a podcast, start a blog or create a killer eBook, Andy is all-too-excited to help you get started. He has a bachelor’s in journalism – and was close to a minor in theatre – at THE Ohio State University. When he’s not writing, recording voiceover or appearing briefly in Road House II: Last Call, Andy loves watching football and hockey and going outside with his two sons.
