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Through our work with hundreds of franchise systems around the world, Reshift Media has compiled the top digital marketing trends that will impact franchise organizations in 2025. Packed with 46 pages of statistics, insights, and franchise-specific recommendations, this year’s free annual report includes in-depth information on:

Generative AI as a foundational gamechanger

Generative AI is transforming the way marketers create content, personalize customer experiences, and target advertising. In 2025, we will continue to see a proliferation of AI-driven tools that produce personalized ads, videos, and written content, allowing companies to connect with their target audiences on a more intimate level. In addition, generative AI is fundamentally changing the nature of how search engines work, which will have reverberating impacts on SEO for years to come.

Voice search and the resurgence of the long tail

Voice search is becoming an integral part of how people find the information they are looking for. Although voice-enabled search has been around for some time, recent breakthroughs and the wide adoption of smart speakers have accelerated this trend, which is expected to continue through 2025. Voice queries tend to be longer and more conversational, which means that marketers should consider natural language and a conversational tone when developing content.

Video as a “must have” marketing tool

Our previous annual forecasts have highlighted video as a major area of growth, and 2025 is no different. With video accounting for more than 82% of all online traffic, it simply cannot be ignored as a marketing tool. Consumers are increasingly turning to videos not just for entertainment but also for shopping inspiration, product reviews, tutorials, and behind-the-scenes brand content. With high levels of engagement and growth, video content creation and advertising – particularly short-form video – is a must for all marketers.

Why influencer marketing is going “nano”

Influencers have become an important part of the digital marketing ecosystem. In 2024, 80% of companies reported allocating budget towards influencer marketing. The recent trend, which we expect to continue into 2025, is that brands are focusing less on mega and macro-influencers and instead gravitating towards micro and nano-influencers. Nano-influencers consistently have higher engagement rates and their followers are more likely to like, comment, and share their content because they feel a personal connection. This means that even with a smaller audience, nano-influencers can generate significant buzz for a brand.

The impacts of data privacy

People are becoming increasingly aware of the value of their personal data and are demanding more control over how it’s used. As privacy concerns among consumers continue to rise and regulations like the General Data Protection Regulation (GDPR), Personal Information Protection and Electronic Documents Act (PIPEDA), California Consumer Privacy Act (CCPA), and ePrivacy evolve, marketers in 2025 will need to prioritize a privacy-focused approach to digital marketing. Success will hinge on transparency, effective consent management, and responsible data practices.

How social search and commerce are changing the purchasing landscape

Social media has evolved beyond just connecting people—it is now an integral part of the buying journey. People are actively seeking out information about products and services on social media and are even making purchases directly through social channels. This evolution in social media is fueled by the massive amount of time people spend on social platforms. According to Statista, people average 2.4 hours per day on social media sites such as Facebook, Instagram, TikTok and others.