Part (or most) of our deal here at REISE is that we’re all about audience-first content. It’s on our website, our reporting decks, pitching documents and all but when our team clocks off at the end of the day, we’re just like everyone else.
That means we’re also customers and consumers. And that means we’re scrolling through TikTok, laughing at memes (and sending them to our friends), and definitely looping cute cat videos – or in my case, it’s watching approximately 719 cute dog videos daily.
So, when we talk about content, we’re speaking from a place of experience: we know what works because we’re the ones who get hooked.
With that in mind, here are the content trends we would love to see make their mark in 2025 – not because they’re the next big thing, but because they’re what actually connect with people.
And if they’re connecting with us – well, they’re probably going to connect with your audience too. So, without further ado…
Trends We’d Love to See
1. Real Content, Not Fake Perfectness
Don’t get us wrong, we love a little bit of polish. Especially on nails. But honestly, we’re kinda over the perfectly staged photos and flawless video edits. We want content that feels real. Authentic. A little imperfect, even.
Why it Matters: People are getting tired of that “perfect” vibe. And if I dare say so, I think we’re all just tired. Show us the messy, the behind-the-scenes, the real-life stuff.
Our Take: Let’s stop trying to make everything flawless and start showing the real, unfiltered side of things. It’s refreshing, relatable and honestly, just feels better.
2. Micro-Moments That Make Us Say “Same”
Ever seen a meme and thought, “Haha, me af”? That’s the magic of micro-moments. Those small, relatable and ridiculously shareable bits of content that speak directly to our hearts.
Why it Matters: Micro-moments hit differently. They’re the content that’s so relatable, it feels like it was created just for you. As they say on TikTok, some people are out there building their FYP brick-by-brick, so help them out and be part of their day-to-day.
Our Take: If you can make us laugh or think “yup, that’s me,” you’ve already won. Bonus points if it makes us share it with everyone we know.
3. Customer Content > Influencers
We’re not knocking influencers, by the way. We love them and work with them all the time; we have a specialised team for PR & Influencer Management. But nothing beats content from your actual customers – the real people who are sharing real stories from real experiences.
Why it Matters: People trust their friends (or even just regular people) over influencers. They’re more likely to engage with content that feels authentic.
Our Take: Influencers aren’t going anywhere, but we’re starting and going to see the shift. People trust people, especially when they’re not paid to promote something. Customer-generated content (CGC) or user-generated content (UGC) is taking centre stage because it’s real and honest. After all, who better to showcase your brand than the people who already love it?
4. Employee-Generated Content (EGC): The Secret Sauce
Why hide the best content when it’s right under your nose? Your employees are the most genuine brand ambassadors you could have, so let them show it. Employee-generated content isn’t just a trend, it’s a powerful way to tell your brand’s story through the people who know it best.
Why it Matters: Employees bring an authenticity and insider perspective that’s impossible to fake. They’re not just talking about the brand, they live it. And when real people share their experiences, it resonates way more than any polished marketing campaign could.
Our Take: Time to stop keeping your team in the shadows. Share their behind-the-scenes moments, the quirky stories, and the real-life experiences that make your brand more relatable. If your team loves it, your audience will too.
5. AI: Friend for the Boring Stuff, Not the Creative Stuff
AI is a useful tool, especially for automating tasks, but when it comes to creating content that genuinely connects with people, that’s where human creativity still shines.
Why it Matters: People can tell when content’s been made by AI – especially when it’s trying to be too “perfect”. Take it from me, I can sniff a ChatGPT-written article a mile away. But don’t get me wrong, I’m all for AI. But real people like real imperfections (these days anyway). We want to see ads that deal with actual issues like acne, bad hair days and crooked teeth, not an airbrushed version of reality.
Our Take: Use AI for the boring stuff, like task automation. But when it comes to creativity, we recommend embracing imperfections and flaws. Make your audience feel seen. Take a leaf out of Sephora and New Balance’s campaigns. Sephora celebrates unretouched beauty, showcasing real skin, real teeth, and natural features, while New Balance’s "Run Your Way" campaign promotes body positivity and diversity, proving that embracing “flaws” helps build deeper connections.
6. TikTok Live Shows: Shopping While Doomscrolling
TikTok Live shows have that special something. The combination of shopping, entertainment and real-time interaction keeps us glued to the screen – especially when we’re watching videos at 2-3 AM in the morning. Just me? Okay.
Why it Matters: Live shows feel like a conversation rather than a transaction. You’re not just selling something; you’re creating an experience that makes us want to hang around. Plus, being able to get an immediate response and showcase from the seller just gives the user extra motivation to make a purchase.
Our Take: If your brand can afford to appoint someone to host these live shows, do it. Get a real person to engage with the audience, and watch those sales trickle in. Brownie points if your host is warm and funny!
7. Generation Alpha: The Next Big Thing
Gen Alpha is coming, and they’re about to change the game. As a millennial (and if you are too), these are probably our nieces and nephews halfway through high school.
I can’t even tell you how many times I’ve had to ask what they mean when they say things, or why certain things are “cringe”. I’ve even had to get them to explain Skibidi Toilet to me. These kids are already glued to their devices, and from observation, they’re not into passive content. They want interactive, inclusive and fun experiences.
Why it Matters: Gen Alpha’s a whole new breed of digital native. They love gaming, inclusivity and brands that speak to their world. If you’re not paying attention, you’ll be left behind.
Our Take: Start thinking about how to engage this next-gen audience with interactive, gamified or even AR content. They’re going to want more than just a video; they’ll want to experience it.
8. Sustainability: The Real Deal
Sustainability is a big topic, and it’s important to get it right. If you're going to talk about it, make sure it’s backed by genuine efforts, not just words.
Why it Matters: Consumers are paying more attention to how brands approach sustainability. If you're saying you're sustainable, it’s important to show the actions behind it.
Our Take: Be transparent with your sustainability journey. Share the steps you're taking, and let your audience see the genuine effort. People appreciate authenticity, and that goes a long way in building trust.
9. Playful Content: Let’s Have Some Fun
Content doesn’t always have to be serious. In fact, some of the best content is just plain fun. Memes, jokes and playful videos go a long way.
Why it Matters: Life’s stressful enough. People want content that’s light, fun and easy to engage with.
Our Take: Don’t be afraid to get silly. The more fun you have, the more your audience will want to play along, even if you’re a “serious” company.
10. Long-Form Content: Time To Dig In
Let’s not forget about long-form content. Whether it's articles, podcasts or videos, sometimes people just want something to sink their teeth into. Short-form content gets attention, but longer content is where you can truly create a connection.
Why it Matters: Short-form content is great for quick hits, but long-form gives you the space to really explain, connect and share meaningful stories. Just look at YouTube – it’s still the “it girl” of long-form.
Our Take: Don’t underestimate the power of a well-crafted, long-form piece. Whether it’s a blog post, an interview or a video series, when done right, it’s a chance to provide value, get personal and build a deeper connection with your audience.
Conclusion
Looking ahead to 2025, it feels like the best content will come from a place of authenticity, connection and fun. Maybe we’ve all had enough of the picture-perfect moments and are craving something more real.
The trends we’re seeing now – whether it’s embracing imperfections, sharing personal stories, or diving deep into longer content – seem to point to one thing: people just want to feel like they’re being seen and heard.
So, maybe the key to making content that truly resonates isn’t about following trends, but about understanding what our audience is really looking for. What connects us? What feels real? As we move forward, it’s something to keep in mind — after all, maybe it’s less about “what’s next” and more about “what really works”.
Not sure where to start? Let’s chat. We’d love to help you make content that truly clicks. Or, I could send you TikTok videos at 2-3 AM, that would work too.
I jest. Let’s connect and discuss.
