2025-proof your content marketing strategy

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• 95% of marketers planning to increase AI investment — what it means for your budget allocations

• 86% say authenticity is crucial. Is this the end for ‘How-to’ content? 

• This type of video is taking over. How to gain a 66% completion rate. 

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DEEP DIVE

Time to say goodbye to 2024 as we dive into the new year 👋 🎉

We’ve got a couple bold (data-backed, of course) predictions for you to keep an eye on in the coming year. 

Let’s dive in ⤵️

Prediction 1: AI and video content will reshape content teams and focus

54% of content marketers are forecasting stalled and cut budgets.

With strained resources and major trends shifting towards AI and video content throughout 2024, we’re expecting to see budget allocations for traditional content marketing take the biggest hit. 

With 95% of marketers planning to invest more into AI (90% of which already have outlined budgets for it) and video accounting for 82% of internet traffic, this is where content teams will focus their efforts and funds. 

Prediction 2: The downfall of ‘How-to’ content

“How-to” content is losing its edge. The next big thing? “How I” content—real-life stories, case studies, and personal experiences that cut through the noise.

Why this matters: User-generated content (UGC) has become a cornerstone of authentic marketing. 86% of consumers consider authenticity crucial when deciding which brands to support, and 60% believe UGC is the most authentic and influential form of content. Brands taking a more personal approach have gained as much as 28% increase in engagement. 

Prediction 3: LinkedIn video series will take off 🚀 

Forget LinkedIn’s general video feed—2025 will be all about episodic, short-form video series tailored to the platform. These series will spark conversations and dominate B2B engagement.

• Why this matters: LinkedIn has seen a significant rise in video adoption. According to Vidyard’s 2023 Video in Business Benchmark Report, shorter videos under 2 minutes tend to achieve higher completion rates, with videos under 1 minute reaching a 66% completion rate. This indicates that concise, episodic formats are key to capturing attention on the platform.

Prediction 4: Niche media properties focused on AI applications will thrive

AI’s growth is unstoppable, but 2025 will see niche media properties—like AI in healthcare, manufacturing or HR—stealing the spotlight.

• What we’re seeing now: The rise of AI newsletters like The Rundown and industry-specific blogs demonstrates the hunger for tailored content.

The takeaway: We’re heading into another transformative year — are you ready? Staying agile will be the key. 

What do you think will be coming for content marketers in 2025? Respond to this email and let me know 🤔