Top Content Trends You Can’t Ignore in 2025 (Part 2) - Content Is Profit

Summary

Content Is Profit: Detailed Summary of "Top Content Trends You Can’t Ignore in 2025 (Part 2)"

Episode Release Date: April 22, 2025
Host: BIZBROS

Introduction

In the second part of the "Top Content Trends You Can’t Ignore in 2025" series, host Luis from BIZBROS delves deeper into the evolving landscape of content marketing. Building upon the foundation laid in the previous episode, this installment explores the top platforms businesses should leverage and unveils the latest strategies to bridge content creation with revenue generation.

Trend 3: Dominant Social Channels for 2025

Luis begins by dissecting the most influential social media platforms poised to shape content strategies in 2025. Referencing a comprehensive report from HubSpot, he highlights the allocation of marketing investments between B2B and B2C sectors.

Key Platforms:
- Facebook: Holding strong positions with 18% investment from B2B marketers and 19% from B2C (00:02:15). Luis notes Facebook’s renewed focus on personal interactions, harking back to its early days, aiming to enhance consumer engagement.
  
  "Recently, Meta is investing heavily into bringing back that personal touch from how it started in 2005." (00:02:50)
- Instagram: Attracting 15% (B2B) and 18% (B2C) of marketing spend (00:03:10). The platform remains a staple for visual content and brand storytelling.
- LinkedIn: With 14% for B2B, LinkedIn is increasingly morphing into a social hub, integrating features like video uploads and newsletters, making it indispensable for business-oriented content.
  
  "LinkedIn should be a platform that we should not sleep on if you are in any kind of business." (00:03:45)
- YouTube and TikTok: Both platforms garner significant attention, with YouTube receiving 11% and TikTok 8% (B2B) and 10% (B2C) (00:04:10). Luis points out YouTube’s role as a primary search and tutorial platform, while TikTok continues to be a powerhouse for creative, short-form content.
  
  "TikTok is an amazing search platform now; people are using it to find small tutorials." (00:04:50)
Emerging Channels: Reddit, Discord, and Threads are gaining traction, each serving unique community-driven content needs. Discord, for instance, fosters highly engaged communities, exemplified by a racing industry group that leverages the platform for both drivers and gamers (00:05:30).

Marketers' Challenges in 2025

With an abundance of platforms, marketers face the daunting task of staying abreast of rapid trend changes and effectively reaching their target audiences.

Primary Challenges:
- Keeping Up with Trends: The fast-paced evolution of content trends makes it difficult to maintain a consistent strategy (00:06:00).
- Reaching Target Audiences: B2B marketers struggle more with pinpointing their ideal audience, while B2C marketers grapple with gaining and retaining followers (00:06:20).
Strategic Recommendations:
- Nimble Teams: Emphasize agility within marketing teams to swiftly adapt to new trends and platform changes (00:06:50).
- Base Content Strategy: Establish a cornerstone of consistent content—such as podcasts or YouTube channels—while experimenting with 20% of resources dedicated to exploring new channels and formats (00:07:10).
  
  "Test 20% of your resources with different channels, different formats, following trends and see what happens." (00:07:20)

Case Study: Casio’s Social Media Success

Luis presents a practical example of effective content strategy through Casio’s adept use of social media.

Platforms Utilized:
- Instagram, TikTok, and YouTube: Casio adapts its content to fit platform-specific trends, such as "Outfit of the Day" or "Get Ready with Me" videos featuring their iconic watches (00:08:00).
  
  "The Casio Italy TikTok channel now gets an average of 200,000 views per post." (00:08:50)
Content Strategies:
- Memes and Influencer Partnerships: Leveraging humor and relatable content to engage audiences.
- Podcasting: Launching "Casio Stories" to spotlight emerging artists who use their products, expanding their reach across platforms like YouTube and Spotify (00:09:30).
Outcomes: These strategies have significantly boosted Casio’s online presence and brand loyalty, showcasing the power of tailored content and strategic influencer collaborations (00:10:00).

Trend 4: The Rise of Influencer Marketing

Luis shifts focus to the burgeoning trend of influencer marketing, highlighting the shift towards micro and niche influencers.

Influencer Tiers and Success Rates:
- Nano Influencers (1,000-10,000 followers): 23% success in B2B (00:11:00).
- Micro Influencers (10,000-100,000 followers): Dominant with 43% (B2B) and 44% (B2C) success rates.
- Macro Influencers (100,000-1 million followers): 25% success.
- Mega Influencers (1 million+ followers): Least effective with only 6-7% success (00:12:15).
  
  "Working with smaller creators has allowed brands to build trust with new audiences and stretch their influencer marketing budget further." (00:12:30)
ROI and Budget Allocation:
- Top Performing Platforms for Influencers:
  1. Facebook: 28% ROI
  2. Instagram: 22% ROI
  3. YouTube: 12% ROI (00:13:00)
- Budget Distribution: Brands typically allocate 50-74% of their marketing budgets to influencer partnerships, underscoring the strategy’s growing importance (00:13:30).

AI-Generated Influencers: Future or Fad?

A contentious topic discussed is the potential rise of AI-generated influencers and social media avatars.

Industry Sentiment: A staggering 86% of surveyed leaders predict AI influencers will replace human influencers by the end of 2025 (00:14:00).
Luis’s Perspective:
- Skepticism: Doubts the complete replacement of human influencers, emphasizing the importance of authenticity and trust.
  
  "At the end of the day, is that really genuine? Are we going to lose sales if we lose trust?" (00:15:10)
- Potential Impact: Acknowledges that AI could lower production costs and assist in content creation but believes genuine human connection remains irreplaceable (00:15:30).
Current Examples: Virtual entities on platforms like OnlyFans demonstrate the financial viability of AI-generated content, hinting at future integration into mainstream marketing (00:16:00).

Recommendations for Brands and Creators

Luis offers actionable advice for both brands and content creators navigating these trends.

For Brands:
- Embrace Micro Influencers: Partner with influencers who have dedicated, niche followings to build trust and engage effectively.
- Allow Creative Freedom: Grant creators the autonomy to integrate products naturally into their content, fostering authenticity and relatability (00:17:00).
  
  "Don’t give them tons of guidelines. Let the creator integrate the products in their own way so their audience can relate." (00:17:15)
For Creators:
- Seek Brand Partnerships: Leverage the abundance of creators to find suitable brand collaborations that align with your content style and audience.
- Maintain Authenticity: Focus on creating genuine content that resonates with your niche audience, ensuring sustained engagement and loyalty (00:17:45).

Conclusion

Luis wraps up the episode by reiterating the significance of adapting to evolving content trends and leveraging the right platforms and influencer partnerships to maximize revenue. He encourages listeners to revisit previous episodes for a comprehensive understanding and hints at exploring AI trends in future discussions.

"We have so many options; it's hard to put all the eggs in one basket. Stay nimble and consistent with your core content while experimenting with new formats." (00:18:30)

Listeners are invited to share their thoughts and strategies, fostering a community of continuous learning and adaptation.

Stay tuned for the next episode of Content Is Profit, where Luis and the BIZBROS team will continue to explore cutting-edge trends to help you turn your content into profit.

Transcript

Luis (0:00)

Foreign. Hey guys, welcome back to Content is Profit. Today we continue with the content trends for 2025. So if you haven't listened to the previous episode where we go over trend number one and trend number two, go listen to it and then come back here because today we're gonna be talking about trend number three and trend number four. So we're gonna be talking about the top platforms that, you know, your company, Depending if you're a B2B or B2C should be publishing and also a secret recipe for other people to create content for you and your company. So with that, let's get started. All right, so we pick up right where we left off at trend number three. And again, if you are listening on our YouTube channel, I'm kind of showing their report over here that we got from our friends in HubSpot on their marketing podcast where we can dissect this. So, you know, there's there are also two other episodes where we go over a lot more information and about B2B specific and B2C specific. And then right here we continue to do it. So this is kind of me reading this for like the second time and reacting and giving kind of my thoughts on it. And I would love for you to kind of send us your messages and kind of like what you think about any of these trends. So the top social channels for 2025 are no lie, YouTube, Instagram and definitely TikTok. And here on the right hand side, we see kind of like what people are planning to invest in. You know, red for Those watching is B2B and black is B2C. So super interesting because you see at the, the very top, we see Facebook with 18% for B2B and 19% for B2C. And recently we we heard an interview with, with Facebook and Meta and kind of like what they're planning to do for the consumers. One they have like your, your feed for obviously how it is right now, but they're also investing really heavy into bringing back to, you know, that personal, that personal touch where it started in like 2005. So pretty interesting. You see Instagram, 15% for B2B, 18% for B2C. LinkedIn 14% for B2B. I mean, I think probably LinkedIn should be a platform that we should not sleep on if you are in any kind of business. Some people are saying that it's turning into a social platform just because of like the way that they're kind of running the content with like the social shorts feed now that people can actually upload videos in there. But a lot of people are taking advantage not only of that, but like functionalities like newsletters or in content that famously people go there. Now we can also see kind of YouTube here with like 11% on both and then you have TikTok with 8% and 10% respectively. So with TikTok, mixed emotions, right? I think like it is an amazing search platform now people. It's interesting because I'm personally I'm a very visual learner. So what I do now is like I search for something and instead of reading the article, maybe that the blog is presented me, I'll go watch a video on YouTube. I personally don't log too much into TikTok because I do get sucked in. But that's how a lot of people are using it to find these like small tutorials. So if you're a B2C, like a consumer product company, you can put a lot of investment in content that shows how to use your product if it solves a problem because people are actually searching for it. So it's interesting. The way that they want to compete with YouTube becomes. That comes like right after that. So, so in 2025, Facebook, TikTok and YouTube will remain strong for both B2B and B2C brands. That's what you saw. B2B marketers plan to invest more on LinkedIn and B2C in TikTok, reflecting how shoppers research new products and services personally and professionally. Emerging channels include Reddit, Discord and Threads. Another shout out to Adam which is like specifically just publishes on Threads as an episode about four episodes ago. Um, and these two are used around 10% for marketing teams. We have a, another company that we talk to pretty, pretty often in the racing industry and they have an incredible Discord channel where it serves as a community. They put content in there. The, the, the drivers and the, the gamers are highly engaged in it. So another interesting vehicle for you to kind of check out. Marketers will have to find ways to overcome their biggest challenges to reach their social goals for 2024 specifically. Now that we have so many options, right. It's kind of hard to put all the eggs in one basket when you have opportunity everywhere. For both business facing and consumer facing marketing teams, the top challenge is keeping up with trends. B2B marketers are also having trouble reaching their Target audience and B2C marketers want to gain and keep followers. So yeah, absolutely. I mean we've seen it all over the place, reaching the target audience and mix that with different trends that move at the speed of light. I feel like it's crazy, right? So we more than ever should have a team that's nimble, that can adapt. We're a big fan of having your kind of base content which could be a podcast, could be a YouTube channel and that's consistent. And then you test 20% of your resources with different channels, different formats, following trends and see what happens. Right. So just recently the AI image trend that came out with you know, this Japanese studio style animation and video, everybody jumped on, everybody was finding that attention. So what can we be doing to ride those waves and kind of bring more people into our world and for them to find out more about our main type of content. So interesting. Do you have any strategies that you're trying out in the next couple months? I would love to hear about it. So here's an example that's pretty awesome and I'm going to share screen. You're going to see a couple other examples here on the right hand side with different podcasts like the Hustle and Online Marketing Made Easy the Gold Digger with Emma Kutcher and obviously content is profit but you can go here and these shows are incredible when it comes to resources and latest trends. But here is the trend that like the trend like I guess example. So Casio, like the watch company, right. Is a widely known electronic brands. No kidding. You know, know for their iconic watches to connect with their audience and increase brand awareness online. They've invested in social media across Instagram, TikTok and YouTube. No, no light there, right. So they struck a course specifically on TikTok adopting their content to meet trends like outfit of the day pose featuring Casio watch. Get ready with me for those that are listening and haven't been familiar with this type of content is basically somebody like getting dressed and our makeup on. Get, get ready with me as I gonna go tackle the day which is super interesting memes, brand collabs and influencer partnerships. The Casio Italy TikTok channel now gets an average 200,000 views per post which is crazy and any passing like the million mark. So obviously this is a great example of this brand specifically finding a moment of the day of these influencers or what's relevant to put in their product in the middle of it and have these partnerships. Right. Casio also started a podcast haha Casio Stories to highlight emerging artists on the space, many of whom use their products. The podcast is available on YouTube, Spotify and other streaming platforms to help them reach and retain new audiences. So super interesting. Like I said Very unique ways to do that. So where does your product fit into the trends that are happening today or the type of content that is happening today? We share an example of an idea that we have for a exotic car podcast that's going to happen. And the first guest might also be the first sponsor. Right. Because the product is so relevant to that show. So how can you integrate the brands in the things that you're doing or how can you integrate the user generated content and influencer marketing to that? Which brings us to trend number four. Markers are finding success with influencer marketing, specifically those with niche, niche audiences. So there's been a myth, I guess now of now brands want big audiences, big followers, big things. And if you listen to the episode 563 with William Gassner, we go over kind of like what his platform does with micro influencers and these things where brands are trusting now those guys because they've curated, maybe they're high quality, higher quality, higher intent. I Super interesting, right? So in 2024, 24 marketers reported using influencer marketing and both B2B and B2C brands found the most success with micro influencers with 10k to 100k followers. Working with smaller creators and influencers has allowed brands to build trust with new audiences, gain access to niche tight NI communities and stretch their influencer marketing budget further. Super interesting. So you know we have an episode with Justin who talks about sponsorships like this, obviously with William. The platform that connects you incredible resources here. Content is profit. Marketers report seeing the highest ROI from influencers on number one, Facebook with 28%, two, Instagram with 22% and three, YouTube with 12%. Brands most commonly spend 50 to 74% of their marketing budget on influencers or content creators. So this is a big budget for a lot of brands and it's super interesting to me again, super interesting. I didn't see, I thought YouTube was going to be the number one. But Facebook, it's is rocking here. But will the brand influencer partnership trend continue or evolved? So 86% of survey. Survey. Wow, my English is not very good. Looking to surveyed leaders believe it's likely that AI generated influencers or social media avatars will replace influencers by the end of 2025. I think this is a big stretch. I don't think this is true. I think there's gonna be some kind of like AI generated type of content that is gonna evolve and it's gonna make this deal. So I mean we see now in the there's examples of these virtual girls for example, that are creating content for platforms like only fans that are completely AI and are bringing in thousands and thousands of dollars. I mean, it's just a matter of time for that to transition into our markets and see that play out. I think it's interesting, but I don't think it's going to be fully replaced for a lot of people. I think it's going to lower the cost of creation, it's going to lower the cost of production for a lot of people. Maybe in the sense of talking head videos, kind of like this one that we're doing. But at the end of the day, is that really genuine? Like are we saying that without disclosing it, is that going to build trust? Hence, if we lose trust, are we going to lose sales? I think there's a whole topic that we can go into that, but I don't think that's true. That last statement. So this is an interesting graphic here. So which size influencer of our content creator do you see the Most success within 2024? So this is basically asking the companies that are on, on HubSpot, kind of like what, what the. What size influencer you know, they dealt with. So again, red is B2B and black is B2C. So about 23% of B2B saw success with nano influencers. So nano, I guess 1,000 to 10,000, the micro influencers in both categories, was the bigger1 with 43% for B2B and 44% for B2C. So looks like that's the sweet spot, right? 10,000 to 100,000 followers and then macro, a hundred thousand to a million followers, about 25% and then the big, big influencers. That's why views or bunch of subscribers might not be the best idea. About 6% or 7%. And I mean it makes sense, right? It makes sense because the tighter you have your community, the tighter you have the followers, the more intent. That's why podcasting specifically so so powerful because maybe listenership is not massive, but you have a very, very niche down audience on your specific topic that spend a ton of time listening and watching you. So if you are a creator, I think is a great time for opportunities and see like what brands can you partner with. And if you are a company, there's more creators than ever before and there's people creating very interesting content. What I would highly recommend is if you end up collaborating with a lot of these creators, give them creative freedom like they are there because they create these pieces that they love is almost their artist, right? And don't give them ton of guidelines. That's why we've seen a lot of the success is the creator being the creator and kind of integrating the products in their own way so their audience can relate and then that can translate into sales. So super interesting these four trends. Again, if you missed the last episode, go back, we go over the first two and we're going to continue to see maybe there's some AI trends that I see on the report. Maybe we go into those. If you want to hear something specific, let me know. Put it in the comments right below. New formats, new things. Try new things with the show. Ask Fonzie as we wait for Fonzie, if you're wondering where Fonzie is, he recently became a dad so he's spending time with his little daughter and we'll have him back soon. But with that said, guys, thank you so much for tuning to the Contingency Profit podcast and I'll see you on the next episode. Take care.