The dos & don’ts of marketing for the second half of 2025.

We’re halfway through 2025, which makes it the perfect time to pause and take a look at the marketing landscape, the trends that we predicted at the start of the year, how they’ve evolved, and how consumer behavior is shifting right now.

If you’re not on a boat somewhere in the Mediterranean (like the one in the cover photo we chose — because hey, one can dream while stuck at the office), take ten minutes to read this list and reflect on your marketing strategy. Then, feel free to go back to daydreaming about the beach.

DO: Prepare for tighter consumer budgets.

Consumers are tightening their belts and retailers are seeing slower growth; U.S. foot traffic dropped 4.3%, and discretionary spending is declining amid economic uncertainty and inflation worries. Also, brands are spending less on advertising, just as WPP pointed out while reporting client ad spend went down around 4–6% in H1 2025.

Tip: Shift budget to performance marketing. Make every campaign count- optimize spend, track ROI closely, and lean into high-impact, measurable channels like digital video, which draws 58% of total video ad spend this year.

DO: Prioritize trust-building platforms.

Consumers are losing faith in traditional digital channels. Thanks to AI mishaps, fake reviews, and general content fatigue, people are craving authenticity.

Where are they going instead? Reddit, Substack, YouTube, all places that feel more personal and less polished.

Tip: Start investing in your brand’s presence on these platforms. Ditch the overproduced content and lean into transparency.

DON’T: Ignore the TikTok shop.

More than 50% of U.S. users have already shopped via TikTok. And 90% said they’d do it again. That’s not a trend, it’s a new default.

But, do it smartly. Users still have concerns around product quality and data. Your TikTok presence should scream legitimacy.

Tip: Invest in good packaging, honest reviews, and influencer collabs that actually make sense.

DO: Tap into emotion (hard).

The secret ingredient of 2025 marketing? Feelings.

Nostalgia, FOMO, playfulness, it doesn’t matter what you pick, as long as it connects.

Look at Labubu. A slightly creepy toy with surprise-based unboxing and collect-them-all vibes. It works because it’s not just a product, it’s a feeling.

Tip: Think seriously about this: what emotion are you really selling? Name it. Package it. Polish it. Then go all in.

DON’T: Overlook SEO on Instagram.

Did you know that Instagram posts from public profiles show up in search engine results?

That means your captions, hashtags, and alt-text can boost discoverability outside the app. Treat every post like a mini SEO asset.

Tip: Use keywords naturally. Describe the image in your alt text. Use location tags. It adds up.

DO: Embrace weird (yes, really).

The mascot moment is here, and it’s louder than ever. Weird is winning. Cringe is converting. Your brand might be one prezel-costumed mascot away from virality. Look at brands like Liquid Death and Duolingo, it might help you understand this trend.

Tip: Develop a brand that people can recognize, love, or even roast. It doesn’t matter, as long as they remember it.

DON’T: Bet only on big sports.

The rise of niche and emerging sports (paddle tennis, anyone?) shows where younger, engaged audiences are going. Think smaller, but stickier.

Tip: Partner with up-and-coming athletes or women’s leagues. You’ll get passion, authenticity, and real engagement.

DO: Start GEO (Generative Engine Optimization).

This isn’t SEO 2.0, it’s its AI-savvy cousin.

As search engines evolve to summarize content using AI, your brand needs to be optimized for these summaries. Clear headlines, structured content, and natural language are now must-haves.

Tip: Build your content in questions and answers. AI models love that format.

DON’T: Stay in audio-only mode.

Podcasts are going visual. More and more people are watching podcasts on YouTube than just listening to them.

Tip: Add video. Even a simple two-camera setup adds value and opens up more monetization and placement opportunities.

Our conclusion.

If there’s one takeaway for the rest of 2025, it’s this: marketing is no longer about polish. It’s about presence, personality, and having fun.

So, hire the mascot actor, record the podcast video, and make your product in all the 12 colors. Weirdly enough, that’s the serious strategy now.

If you need support with your marketing strategy, send us a message.