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

[00:00:04] 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 going to be talking about trend number three and trend number four. So we're going to be talking about the top platforms that your company, depending if you're a B2B or B2C, should be publishing.

[00:00:32] 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.

[00:00:55] And again, if you are listening on our YouTube channel, I'm kind of showing the report over here that we got from our friends in HubSpot and their marketing podcast where we can dissect this. So, you know, there are also two other episodes where we go over a lot more information about B2B specific and B2C specific. And then right here we continue to do it.

[00:01:19] 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.

[00:01:46] You know, red for those watching is B2B and black is B2C. So super interesting because you see at the very top, we see Facebook with 18% for B2B and 19% for B2C. And recently we heard an interview with Facebook and Meta and kind of like what they're planning to do for the consumers.

[00:02:10] One, they have like your feed for obviously how it is right now, but they're also investing really heavily into bringing back to, you know, 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.

[00:02:39] 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 of not only of that, but like functionalities like newsletters or different 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 2% respectively.

[00:03:08] So TikTok makes 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 presenting 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.

[00:03:33] 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, depending 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 that comes like right after that. So in 2025, Facebook, TikTok, and YouTube will remain strong for both B2B and B2C brands. That's what you just saw.

[00:04:02] 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. And these two are used around 10% for marketing teams. We have another company that we talk to pretty often in the racing industry,

[00:04:30] and they have an incredible Discord channel where it serves as a community. They put content in there. The drivers and the gamers are highly engaged in it. So another interesting vehicle for you to kind of check out. So 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.

[00:04:56] 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.

[00:05:25] 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 this Japanese studio-style animation and video, everybody jumped on, everybody was finding that attention.

[00:05:52] 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 a screen. You're going to see a couple other examples here on the right-hand side with different podcasts,

[00:06:19] like The Hustle and Online Marketing Made Easy, The Gold Digger with Emma Kutcher, and obviously Contents Profit. But you can go here, and these shows are incredible when it comes to resources and latest trends. But here is the trend, I guess, example. So Casio, like the watch company, right, is a widely known electronic brand. No kidding. No further iconic watches.

[00:06:48] To connect with their audience and increase brand awareness online, they've invested in social media across Instagram, TikTok, and YouTube. No lie there, right? So they struck a chord specifically on TikTok, adopting their content to meet trends like outfit of the day, posts featuring Casio watch, get ready with me. For those that are listening and haven't been familiar with this type of content, it's basically somebody like getting dressed or makeup on, get ready with me,

[00:07:17] as I'm going to 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 the million mark. So obviously, this is a great example of this brand specifically finding a moment of the day

[00:07:43] of these influencers or what's relevant to putting their product in the middle of it and have these partnerships, right? Casio also started a podcast. Ha-ha! Casio's story is 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.

[00:08:10] 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 an 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?

[00:08:36] 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 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,

[00:09:05] 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 higher quality, higher intent. I mean, 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.

[00:09:33] Working with smaller creators and influencers has allowed brands to build trust with new audiences, gain access to niche, tight-knit 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,

[00:10:01] 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 thought YouTube was going to be the number one, but Facebook, it's rocking here.

[00:10:28] But will the brand-influencer partnership trend continue or evolve? So 86% of 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 going to be some kind of like AI-generated type of content that is going to evolve and is going to make this deal.

[00:10:58] So, I mean, we see now in the – there's examples of like these virtual girls, for example, that are creating content for platforms like OnlyFans 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, you know, the R markets. And as you 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.

[00:11:27] It's going to lower the cost of production for a lot of people, maybe in the sense of like 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.

[00:11:56] So, which size influencer or content creator do you see the most success with in 2024? So, this is basically asking the companies that are on hotspot kind of like 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.

[00:12:23] The micro influencers in both categories was the bigger one with 43% for B2B and 44% for B2C. So, it looks like that's the sweet spot, right? 10,000 to 100,000 followers. And then macro, 100,000 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?

[00:12:51] It makes sense because the tighter you have your community, the tighter you have the followers, the more intent. And that's why podcasting specifically is 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 it's a great time for opportunities and see, like, what brands can you partner with?

[00:13:16] 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. It's almost their artists, right? And don't give them a 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

[00:13:44] 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. As we wait for Fonzie, if you're wondering where Fonzie is,

[00:14:12] 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 Contents Profit Podcast. And I'll see you on the next episode. Take care.