Branded content says a lot about a brand’s visual identity and messaging. It’s how companies share their values, stand out from competitors, and connect with audiences. But with emerging technologies and changing consumer preferences transforming branded content as we know it, how will brands adapt to stay relevant?
If last year’s branding trends saw the rise of hyper-personalization and immersive experiences, this year we’re going back to basics. Keep reading to explore the top digital media industry trends that will define branded content in 2025 and beyond!
1. Capture Micro-Moments
Over the past couple of decades, people’s attention spans have shrunk from two and a half minutes in 2004 to less than a minute in recent years. That’s why 13 to 15-second videos will dominate this year’s digital media industry trends. Brands will need to deliver micro-moments that are impactful, yet concise.
Expect quick POV clips, challenge-based content, and ultra-short product demonstrations to rule the algorithms of social media platforms like TikTok, Instagram Reels, and YouTube Shorts. For website content, incorporate interactive elements like polls, quizzes, or call-to-actions (CTAs), to encourage audience participation and engagement without overwhelming users.
Remember, short and sweet. The goal is to capture attention and deliver value and brand identity immediately.
2. Return of Candid Photography
Video content will remain relevant, but the top branding trends for 2025 will involve more still-life and photography. As consumers grow tired of overproduced visuals, authentic imagery will be gaining traction again.
Expect carousels to take center stage on platforms like TikTok, LinkedIn, Facebook, and even Pinterest, as brands leverage still-life photos to tell a story and showcase products. High-quality photos that feel candid and real will dominate—think UGC-style imagery plus polished, studio-produced visuals.
3. Imperfect Content on the Rise
Most consumers seek visual content from other consumers before purchasing a product or service. That’s why digital media industry trends for 2025 will push brands to create and deliver content that feels raw and relatable, like user-generated content (UGC). The hyper-stylized “millennial packaging” that once dominated branded content trends will give way to a more “natural” vibe that celebrates mistakes and imperfections. The key here is to focus on imperfect but authentic presentations that build trust. Less filters and editing, more real people and products.
4. Balancing AI and Human Creativity
Artificial intelligence (AI) was one of the most prominent branding trends last year, with AI-generated content creation supporting the creative process at almost every stage. But 2025 branding trends will reclaim a “human touch” as AI-powered tools continue to evolve.
With consumers craving authentic, relatable content, brands will have to distinguish themselves with highly relevant content that’s less process and more human, catering to the human experience over precise algorithms.
Businesses can do this by using AI to automate tasks and generate ideas, while leaving the creative, emotional aspects of content creation to human creatives. For instance, our team uses AI-generated images as references for branded content to springboard the creative process while keeping the final output authentically human.
5. Social-First Content Production
Photography and videography trends will take on a social-first approach this year. Instead of only producing polished commercials, brands will prioritize behind-the-scenes (BTS) clips, social cuts, and other assets tailored for digital platforms. This ensures cross-channel consistency, while catering to the constantly evolving consumption habits of digital audiences. The social-first production is also a great way to connect with audiences on a personal level using genuine, relatable moments.
6. Balancing Aspirational and Everyday Imagery
Digital marketing campaigns will have to occupy the sweet spot between authentic images from daily life and professional, high-quality photos to appeal to diverse audiences.
Everyday, casual imagery helps brands connect with their audience on a more personal level. It reflects real-life scenarios, making consumers feel understood and more likely to trust the brand. At the same time, aspirational photography still holds strong appeal, as consumers are drawn to high-quality, visually striking content that represents a lifestyle or image they aspire to. This kind of content maintains the premium and polished edge that many brands want to convey.
Blending both styles allows brands to cater to a broad audience—those who seek authenticity and relatability and those who appreciate creativity and aesthetics. This balance fosters deeper connections while maintaining the brand’s prestige.
7. Push for AI Transparency
With more than 75% of organizations moving from experimental or trial phases of AI projects to integrating AI into their regular business operations, we expect AI to become even more prevalent in content creation. As a result, branding trends for 2025 will likely see a growing push for transparency and ethical guidelines.
There’s already demand for transparency in how AI-generated content is produced and used by both consumers and regulators. We also expect brands to establish and adhere to ethical guidelines for AI use, addressing concerns about bias, data privacy, and the potential for AI to create misleading or harmful content. Businesses looking to uphold credibility and build trust with audiences must look out for these evolving guidelines if they don’t want to be buried under scrutiny.
8. Resurgence of Long-Form Video
Short-form video content continues to dominate the digital landscape, but branding trends this year favor long-form videos. We already saw this comeback last year, particularly on platforms like YouTube. But in 2025, even platforms traditionally associated with short-form content, like Instagram Reels and TikTok, are embracing long-form content, with options for three or even 10-minute videos.
TikTok is also considering 30-minute long videos, as it competes with YouTube. As audiences crave more immersive, extended content, don’t be surprised to see more brands producing detailed narratives, how-tos, and in-depth explorations.
9. Focus on Hyper-Personalization
Digital marketing has slowly transitioned from broad strategies to more targeted approaches in the past few years. Digital media industry trends will push this further toward hyper-personalized content—photos, graphics, and videos that feel like they’re made exactly for you.
Using data analytics, brands will create highly targeted, niche-focused content that speaks directly to individual consumers. We’re talking about truly tailored experiences that anticipate and meet specific user needs and preferences.
By delivering the right message to the right person at the right time, brands can create a sense of one-on-one communication at scale. The results? Enhanced engagement, boosted conversion rates, and unprecedented levels of brand loyalty.
10. Podcasting as a Brand Differentiator
Visual content has long dominated branding trends, but this year, audio will have its moment in the spotlight. The podcasting industry has been steadily growing, with market size expected to grow from $24.03 billion in 2023 to $131.45 billion in 2032.
We expect more brands to use podcasting as a key storytelling tool in 2025 and beyond. Expect an increased focus on branded podcasts to build deeper connections with highly engaged audiences in specific target markets. It’s also a great opportunity for brands to deliver expert insights and position themselves as thought leaders.
Humanize Your Brand With Custom Branded Content
Digital media trends may evolve with emerging technologies like AI, but consumer preferences remain steadfast. People crave content that feels real, relatable, and genuine. To stand out in 2025, brands must double down on human creativity.
Partner with a team of creatives who understand the nuances of human emotion and can craft compelling narratives that resonate with your audience. Transform your brand’s storytelling with custom branded content that combines authenticity and innovation.
Let us bring your brand’s story to life in the most you way possible. Contact us today!