Our Q2 Marketing Ins and Outs for 2025

“It’s out with the old, and in with the new, goodbye skies of grey, hello skies of blue”

In the words of the iconic Sharpay Evans, it’s time to say goodbye to marketing trends that hold no place in 2025. From collabs that don’t make sense and jargon-heavy wording, to one-size-fits-all marketing, let’s dive into our Q2 marketing predictions and marketing ins and outs for 2025. 

Q2 MARKETING PREDICTIONS FOR 2025

In: The Return of the Scratch and Sniff (?!)

Remember those scratch-and-sniff cards? From strawberry to chocolate donut-scented stickers, they now evoke this sense of nostalgia. Sure UK’s OOH ad isn’t your usual; it took scent marketing to a whole new level to highlight BO in an unhinged way. And unhinged messaging is definitely making our Q2 marketing predictions list.

Sensory marketing is making a comeback in ways we never expected. Brands are realising that engaging multiple senses creates more memorable experiences. From retail spaces pumping signature scents to product packaging that invites touch, we’re seeing a renaissance of multi-sensory brand experiences that can rival digital noise and create lasting impressions.

Out: Boring OOH Ads 

Traditional out-of-home advertising that blends into the background is dead on arrival in 2025. Static billboards with forgettable messaging no longer captures attention in our hyper-stimulated world. 

Today’s consumers expect OOH campaigns to surprise, delight, and provide something worth pausing for. If your billboard isn’t generating social shares or stopping pedestrians in their tracks, you’re essentially invisible in the urban landscape and have officially made it onto our marketing ins and outs list.

In: Deinfluencing is the new influence 

With the increasing need for authentic content, there’s been a sudden spike in creators opening up conversations – breaking the cycle and tired tropes associated with influencer marketing. More and more creators are resorting to giving their ‘hot takes’ and honest opinions about a product that went viral and doesn’t quite hit the mark. 

Rather than promoting products for the sake of it, they’re using their voice to give recommendations based on what they really think. And that’s honestly refreshing to see.

@jocelynisabellac

Products that are NOT worth your 💸 #deinfluencing #makeup #viral #fypage #fyp #foryou #teamwork #fypシ゚viral #beautyhacks #beautytips #influencer

♬ original sound – Joce

In: Hyper Personal Content 

From Coke’s ‘Share a Coke’ reignited for the digital generation to Refy’s personalised ‘handwritten’ tactic, it’s only the start for brands to get super targeted and create personalised experiences for their community. 

@buzzfeeduk

We sat down with Islam ElDessouky, Global VP, Creative at Coca-Cola to learn more about why Coke is bringing back their iconic “Share A Coke” campaign and what he wants consumers to take away from it. #coke #cocacola #shareacoke

♬ original sound – BuzzFeed UK

The rise of Instagram broadcast channels is a testament to this. Broadcast channels enable brands by creating intimate spaces where they can nurture their most devoted followers with exclusive content, tailored messaging, and event invites that move at the pace of culture.  

The days of mass messaging are being replaced by micro-moments that nod to consumers as individuals with unique preferences, behaviors, and needs – making it the hottest edition to our marketing ins and outs list.

Out: One-Size Fits All Marketing 

Gone are the days of blanket marketing strategies that speak to everyone but resonate with no one. Today, consumers can spot inauthenticity from a mile away and respond to it in real time through open comment sections and online discourse.

If your idea of marketing is broadcasting the same content across all channels, then you’re missing out significantly. Creating channel-specific content will not only help build your niche but also prevent you from falling flat with your audiences. 

In: Collabs that make sense

If Amelia Dimoldenberg X Bumble or Surreal X Love Honey came to mind, then we wholeheartedly agree with you. Collabs that instantly click and create an “AHA” moment for consumers are marketing gold in 2025. 

@bumble

On set with Amelia Dimz for Bumble 💛

♬ BIG UP – INJI

The most successful brand partnerships are those with a natural synergy that amplifies both brands’ values while offering something genuinely innovative to their shared audience. These collaborations work because they don’t feel forced. They enhance both brands’ stories while opening doors to new customer segments. When done right, these partnerships create cultural moments that dominate social feeds and generate authentic word-of-mouth buzz. 

Out: Collabs for the sake of it 

Brand partnerships that exist solely to make noise without considering audience fit or authentic connection are failing spectacularly in 2025. Consumers can immediately sense when collaborations are driven by boardroom decisions rather than genuine creative synergy or shared values. 

These forced partnerships often result in products or campaigns that feel disjointed and inauthentic. At best, they’re forgettable; at worst, they can damage both brands’ credibility and waste substantial marketing resources. In an era where every marketing dollar needs to deliver measurable results, these empty collaborations are a luxury few can afford.

In: Brutal Simplicity of Thought

Have something to say? It’ll translate much better if it’s easy to understand and succinct. Today, using technical jargon and heavy wording does the opposite of what people think they are achieving with this. 

If you can say something in fewer and easier words, say it! Let your content do the talking over the words you use. The most impactful campaigns of 2025 are those that communicate clear ideas without unnecessary complexity. Brands winning the attention game have mastered the art of distillation – conveying powerful messages that anyone can grasp immediately. As part of our Q2 marketing predictions, we hope to see more brands and leading voices implement this. 

Out: Marketing Jargon to Sound ‘Smart’ 

Jargon shaming is real, and there’s no place for it in 2025. Have you ever read an overly-preachy LinkedIn post with no real takeaway and packed with jargon-heavy words, only to sigh to yourself? Well, there’s more of those than ones that break down complex ideas into accessible language. 

The era of impressing audiences with industry terminology is officially over. Consumers are increasingly skeptical of brands that hide behind buzzwords like “synergistic approach” or “paradigm-shifting innovation”. 

Written by: Avanii

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful