In the fast-paced world of marketing trends rarely stand the test of time. They emerge with fanfare, dominate the conversation, and often fade just as quickly leaving agencies and brands scrambling to keep up.
The reality is stark: marketing evolves constantly, and strategies that fail to adapt to risk become relics of the past.
If your playbook hasn’t changed in years, it’s time for a serious overhaul.
Here’s a deep dive into 5 marketing trends that are losing their edge in 2025, along with actionable insights for marketers looking to stay ahead of the curve.
Celebrity Endorsements on Social Media: A Fading Star
Celebrity endorsements on social media once promised unparalleled reach, but their shine is dimming. Consumers are growing skeptical, often questioning the authenticity behind a famous face promoting a product.
Take, for instance, Beyond Meat’s 2022 partnership with Kim Kardashian. The collaboration went viral after a promotional video showed the media mogul sampling vegan products only for viewers to call out her “fake chewing.” The backlash was swift, with many doubting whether she genuinely endorsed the brand.
The issue isn’t exposure—celebrities still command massive audiences—but trust. A recent study reveals that only 44% of Gen Z trusts endorsements from celebrities or athletes, a figure that drops to 38% among Millennials.
Meanwhile, influencers, particularly micro-influencers, are stepping into the spotlight. These individuals, with smaller but highly engaged followings, are perceived as relatable “everyday” people, making their recommendations more credible.
Brands are taking note. Over 56% of marketers investing in influencer campaigns now collaborate with micro-influencers, a shift that suggests the era of mega-celebrity endorsements may be winding down. For marketers, the takeaway is clear: prioritize authenticity and engagement over sheer star power.
The Heavily Filtered Instagram Aesthetic: Out of Focus
Instagram’s once-iconic aesthetic—think flawless feeds and heavily filtered photos—is losing its grip. Scroll through the platform today, and you’ll notice a shift toward raw, unedited content. Influencers, brands, and everyday users alike are ditching the polished look in favor of something more genuine.
What’s driving this change? Fatigue. After years of curated perfection, users—especially Gen Z—are craving authenticity over artifice. This demographic, known for valuing realness, has flocked to platforms like TikTok, where unfiltered, spontaneous content reigns supreme.
On Instagram, the pivot is evident: skincare brand Glossier, for example, has embraced the “anti-aesthetic” trend, posting candid, unretouched images that resonate with younger audiences.
This shift isn’t just cosmetic—it reflects a broader demand for brands to be relatable and transparent. The days of staged avocado toast shots and over-edited selfies are numbered. Marketers must now focus on crafting content that feels accessible, not aspirational, to connect with today’s authenticity-hungry consumers.
Audio Chat Rooms: Tuning Out
Audio chat rooms like Clubhouse and Twitter Spaces exploded onto the scene during the pandemic, offering a lifeline for connection-starved users. But their moment in the sun appears to be fading.
In 2023, 29% of marketing agencies signaled plans to pull back from these platforms, a trend that’s continued into 2025 as enthusiasm wanes.
The problem? Users want human interaction, not corporate pitches. Only 7% of Gen Z consumers turn to audio chat rooms to discover new products, underscoring their limited appeal as a marketing tool. Engagement is also slipping among younger audiences: just 14% of Gen Z visited Twitter in the past three months, and a mere 13% logged into Clubhouse.
For brands targeting youth demographics, audio chat rooms are increasingly a tough sell. Marketers would be wise to redirect resources toward platforms and formats that better align with audience preferences—think short-form video or interactive content—rather than banking on a fading audio trend.
Long-Form Videos for Social Media: Cut to the Chase
Short-form video has cemented its dominance in 2025, leaving long-form content struggling to keep pace.
According to HubSpot’s 2023 Marketing Strategy & Trends Report, short-form video was poised for the most significant growth of any trend—a prediction that’s proven prescient. Today, 96% of marketing agencies agree that the sweet spot for video length is under 10 minutes.
This isn’t to say long-form video is obsolete. It still has value for in-depth storytelling or product education. But the challenge lies in holding viewers’ attention in an era of shrinking attention spans. Short-form videos, by contrast, thrive on social media, delivering quick, punchy messages that resonate with fast-scrolling audiences.
Marketers must adapt by mastering brevity. While long-form content can complement a strategy, the priority should be creating concise, engaging clips that capture interest instantly—before viewers swipe away.
Marketing trends in the Metaverse: Virtual Reality Check
The metaverse once buzzed with promise, a shiny new frontier for experimental marketing. Brands flocked to platforms like Horizon Worlds and Roblox, eager to stake their claim. Yet, the hype is cooling. In 2023, 29% of marketers planned to scale back metaverse efforts, with 27% also stepping away from VR and AR—a trend that’s persisted into 2025.
The hurdles are steep: costly equipment, clunky hardware, and sluggish adoption rates have dampened enthusiasm. For all its potential, the metaverse remains a niche space, far from the mainstream marketing juggernaut some predicted. Still, it’s too early to write off entirely. The metaverse is evolving, and future innovations could reignite interest.
For now, though, marketers should approach it cautiously, weighing the investment against more proven channels. Experimentation is key in marketing, but the metaverse’s payoff remains uncertain.
As the landscape shifts, staying informed is critical. Resources like Smartcom Agency’s weekly updates offer a lifeline for marketers navigating these changes. The trends may come and go, but the ability to adapt endures ensuring your brand remains relevant in an ever-changing digital world.
Source: The Hubsport
