5 THINGS THAT WILL REALLY HAPPEN IN 2025
VIDEO KEEPS TAKING OVER THE WORLD
X has dropped from 30% to 10% UK social market share, and by the end of 2024, the average UK adult is projected to watch a staggering 100 minutes of online video every day.
LinkedIn has gone from copy-first to pushing video posts harder than anything else.
And Gen AI tools have made it easier for anyone to produce basic video content.
What does it all mean?
If you’ve got a message to share in 2025, you’re going to reach more people, faster, with video. But in a world flooded with expressionless cats in steampunk goggles and 6-hour podcasts - the only way to cut through is with quality.
Better strategy | Better storytelling | Better execution.
Which is where we come in, obviously.
GEN AI, BUT, LIKE, IT WORKS?
Yep, we wish we’d bought shares in Nvidia, too.
Why are we still including AI in our trend lists? Because no one’s mastered it yet - so we’re all still waiting on the year it really fulfils its promise.
In video, the challenge right now is consistency.
We know AI can revolutionise our work - and realise big dreams with small budgets. Just ask the kids we spoke to a few months ago.
But prompting an AI is like pulling on the cosmic slot machine. Which means it’s remarkably hard to make sure of storytelling basics. It’s not so much making sure your protagonist’s hair stays the same between shots - as sticking with the same protagonist in the first place.
We’ve built creative workflows that harness the awesome potential of Gen AI, while minimising the potential downsides - giving you more bang for your budget.
GIVE US THE LONG AND SHORT OF IT
Keep it snappy, says every LinkedIn marketing influencer ever.
And sure - if you need quick engagement, or you’re building top-of-funnel awareness, landing a single message fast and loud can work really well.
But if you’re looking for authority, you need to go into depth.
If you’re talking about a complex issue that your audience cares about, you need to do it justice.
And when algorithms value the time people spend with your content, you need to give them enough to do that.
In other words, there’s no single answer. Obviously, short attention spans mean we need to build more hooks into longer content. But that’s where storytelling expertise like ours comes in.
DO IT FOR THE LOLs
There was a rash of stories back in 2023 about Gen Z replacing ‘LOL’ with ‘IJBOL’ (‘I just burst out laughing’, apparently).
But however you express it, in almost every context, finding some humour in your story is essential. It builds connection, it helps us avoid taking ourselves *too* seriously - and look, we all need a laugh right now, right?
In fact, 90% of audience members say they’re more likely to remember a funny ad*.
So how do you pull that off without risking terrible cringe? By knowing your audience, of course.
We research tastes and trends to help us speak the language and hit the touchstones that guarantee the LOLs/IJBOLs (seriously?) you’re looking for. Also, we’re all hilarious.
*Marketing Drive
AR WE NEARLY THERE YET?
Apple Vision Pro finally came out in February, and yes, we all laughed at the early adopters wandering around in giant space goggles… until we tried it for ourselves.
AR’s gone up and down so many times - from the next big thing to a busted flush - it must feel as seasick as a kid stuck in a 90’s VR game. But now, it seems like the hardware base is finally here to do the technology justice.
This one’s a slow burn, but we’re convinced it’s going to become an important storytelling tool - because it’s the closest thing we’ve experienced to having memories implanted in our brains.
So, watch this space - because we’re now developing AR-first services to help you transport your audience.