These are five marketing trends I think are going to be huge for 2025. So first of all, brands as TV. We're going to see this growth in TV series style content that has a plot and characters that builds a brand world and invites people to follow along. We'll see a good example of this, look at Rescue Remedy's new TikTok mini TV series and Alexis Batar on Instagram. The second one is the rise of brand hosts.
So this is where a brand hires a creator or a curated selection of creators to be the face of their brand. Basically, someone who's going to get in front of the camera and build an authentic personal relationship with your audience. Stan Storr is a great example of this and also Set Active.
Next up, the Run Club effect. This is essentially the growth in serialized IRL brand events and activations. This is a series of events that make memories for consumers and build that long-term loyalty and affinity.
Four is community as the new follower account. I think we're going to see brands shifting away from chasing mass appeal to doubling down on niche communities and platforms, basically prioritising nurturing intimate and high value relationships over cheap broad reach. A good example is Supergoop using the niche social platform Geneva to build community. And we're going to finally say goodbye to the traditional loyalty model.
Old school programmes that simply reward customers for purchasing will be replaced by this new paradigm where brand fans become active contributors and they're rewarded for their engagement, feedback and co-creation. Good example of this is Kiki World and their blockchain-based loyalty program. Those are my thoughts.
I'd be interested to know what you think.