Inside the marketing industry trends to follow in 2025

During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.

By Marketing Dive staff • Jan. 31, 2025

Chipotle connects SMS, social to celebrate Super Bowl ‘extras’

The fast-casual chain is also giving out free guac and queso blanco to loyalty members as it bills the day after the big game “Extra Sunday.”

By Aaron Baar • Jan. 30, 2025

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

Meta’s AI tools attract more advertisers as tech enters ‘defining’ year

More than 4 million advertisers are now using the company’s generative AI offerings while Meta is working to streamline its Advantage+ ad products.

By Peter Adams • Jan. 30, 2025

How E.l.f. balances entertainment, purpose to tap into a TikTok trend

In the brand’s third collaboration with Meghan Trainor, the pop star appears as an airplane captain to showcase soft matte makeup products. 

By Chris Kelly • Jan. 28, 2025

Sociable: Meta launches initial test of ads on Threads

With Threads on track to surpass X as the real-time social app of choice, ads could appeal to many brands.

By Andrew Hutchinson • Jan. 27, 2025

Kind embraces Gen Z trend bed rotting in new campaign

One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.

By Sara Karlovitch • Jan. 24, 2025

NYX blends music and makeup for TikTok-focused mixtape

The makeup brand is leveraging TikTok’s SoundOn platform to promote five women artists as the fate of the ByteDance platform remains uncertain.

By Jessica Hammers • Jan. 23, 2025

How Dogfish Head uses social-first marketing as craft beer tides change

The Boston Beer Company-owned brewery leaned into Quitter’s Day and doled out participation medals and beer money to launch a new light IPA.

By Chris Kelly • Jan. 23, 2025

Sociable: Timeline of TikTok’s US ban and what comes next

The latest wrinkle — but surely not the last — in the saga is President Trump’s executive order holding off enforcement of a sell-off bill for 75 days. 

By Andrew Hutchinson • Jan. 21, 2025

Sociable: TikTok is available in the US again after Trump’s assurances

TikTok is working after going dark for about 20 hours, although it cannot currently be downloaded by new users. 

By Andrew Hutchinson • Jan. 19, 2025

Sociable: Supreme Court upholds TikTok sell-off bill in the US

A statement issued by TikTok after the ruling was announced points to the app going dark on Sunday unless the Biden administration steps in. 

By Andrew Hutchinson • Jan. 18, 2025

Sociable: Assessing possible outcomes for TikTok in its final days in the US

According to reports, the Biden team is now looking to keep the app running and won’t enforce the ban set to go into effect on Sunday. 

By Andrew Hutchinson • Jan. 17, 2025

Marketing to social media users in 2025: Here’s what the numbers say

Nearly 50% of Gen Z plan on purchasing goods through a social media platform this year, according to a report from Sprout Social.

By Sara Karlovitch • Jan. 17, 2025

Oreo plays on lore behind its brand name with web audio challenge

“Name This Oreo” tasks players with quickly saying elaborate combinations of “O” and “RE” to unlock exclusive retail offers at Kroger.

By Peter Adams • Jan. 16, 2025

How marketers can stay reactive as a TikTok ban looms

Contingency plans are coming into focus as the Supreme Court weighs a decision that could ban the ByteDance-owned app in the U.S. on Sunday.

By Jessica Hammers • Jan. 16, 2025

Pacsun’s TikTok marketing won over Gen Z. What’s next amid ban anxiety?

At NRF, CEO Brieane Olson was optimistic that TikTok’s model could be replicated elsewhere in the case of a shutdown but feared for creators.

By Peter Adams • Jan. 15, 2025

Coors Light preps case of the Mondays for day after the Super Bowl

The Molson Coors flagship continues to build buzz for its big game spot after misspelling “refreshment” as “refershment” in an ad stunt.

By Chris Kelly • Jan. 15, 2025

How TikTok Shop is changing the way brands reach customers

As a potential ban looms, brands like Nike and E.l.f. Beauty are leveraging the social media platform to win over Gen Z.

By Xanayra Marin-Lopez • Jan. 15, 2025

Mug Root Beer tests fans’ DNA to see who’s ‘got that dawg’ in them

Available via TikTok Shop, the kits align with the PepsiCo brand’s rising status as an internet meme fixture and respond to fresh sales momentum.

By Peter Adams • Jan. 8, 2025

Sociable: Will Meta’s revised approach to moderation impact its ad business?

Meta loosened its rules around what users can write in posts. How will that play out for brand safety and ad sales?

By Andrew Hutchinson • Jan. 8, 2025

10 marketing predictions for 2025 as new era of productivity dawns

With global ad spending set to surpass $1 trillion, marketers must navigate myriad challenges, including an uncertain regulatory landscape, with finesse.

By Peter Adams , Chris Kelly , Jessica Hammers , Sara Karlovitch • Jan. 7, 2025

Dove shreds toxic New Year’s resolutions in latest body confidence push

The Unilever brand is launching its first body confidence program for women and asking them to rip up sticky notes on TikTok.

By Peter Adams • Jan. 3, 2025

RXBar combats ‘New Year, New You’ ads with B.S. Blocker Truck

The truck will tour New York City on Jan. 3 and literally block “toxic” ads reported to the brand by consumers who text a designated phone number.

By Aaron Baar • Jan. 2, 2025

Dunkin’ gets racy with Sabrina Carpenter in ‘Shake That Ess’ campaign

The celebrity-led effort promoting a new limited-time iced espresso beverage is part of the chain’s strategy of building a “cinematic universe” with Artists Equity.

By Peter Adams • Jan. 2, 2025

Sociable: Meta’s plan to unleash AI bot profiles could actually work

The tech giant is planning to deploy millions of generative AI characters and have them pose as actual users on Facebook and Instagram.

By Andrew Hutchinson • Dec. 30, 2024