Digital marketing has come a long way, and keeping up with what works (and what doesn’t) can feel like a full-time job. With algorithms evolving and audiences' appetites shifting, it’s no longer enough to just show up — you need to shine in ways that truly matter. The key to staying relevant? Knowing which strategies are in and which ones we’re leaving in the past. Mind you, we say all of this knowing that there ultimately isn’t a one-size-fits-all approach to marketing, so you always need to do what feels most genuine to your brand identity. For the basics though, Radiant Media is your digital marketing bestie!

We’re diving into the top digital marketing hits this year that are winning hearts and driving results — think authenticity, social commerce, and video content that actually connects. But don’t get too comfy, we’re also calling out some old strategies that we should leave behind, like trend chasing, clickbait, and content that’s as generic as a plain white T-shirt. (No shade to the band though, “Hey There Delilah” is a banger).

Whether this isn’t your first rodeo or just dipping your toes into the digital marketing waters, this guide will help you navigate the ever-changing landscape. So grab your metaphorical compass, and let’s chart a course toward strategies that are not only effective, but genuinely engaging. Because in 2025, it’s not about doing it all — it’s about doing it right and redefining your shine in a remarkable way!

What’s In?

Authenticity: Keep It Real

In a world oversaturated with ads and carefully calculated content, true authenticity feels like a breath of fresh air. Today’s audiences crave real connections with brands that reflect their values, not just polished marketing speak. Brand identity is more important now than ever considering the digital landscape feels like it changes overnight sometimes. Being authentic isn’t about perfection — it’s about being transparent, relatable, and true to your brand’s mission. Ultimately, it’s just about being yourself! This means owning your story, sharing your challenges, and showcasing the humans behind the branding.

Gymshark, for instance, is a brand that not only talks the talk — they walk the walk. The fitness apparel brand is a household name that has built an incredibly engaged community by focusing on authenticity. They connect with their audience through relatable storytelling, showcasing real people in their campaigns, and fostering genuine interaction on social media. Their commitment to empowering their community and celebrating every fitness journey, big or small, makes their brand feel approachable and real.

When brands feel less transactional or commodified and show up as themselves, audiences respond with trust and loyalty. Because at the end of the day, authenticity isn’t just a strategy. It’s what turns followers into lifelong fans.

Social Commerce: Shop Without Leaving the App

In-app shopping has revolutionized the way consumers discover and purchase products, and creators are a vital part of this seamless operation. With social commerce, users no longer need to switch between platforms or websites to complete their purchases, but now everything happens in-app. No more having 30 tabs open to shop for and research your must-haves. Social commerce is incredibly advantageous for businesses who can participate, making the retail experience even faster for their target audience

Platforms like Instagram, TikTok, and Pinterest are leading the charge, transforming from social hubs into powerful retail spaces. We’ve fallen victim to TikTok Shop a time or two during the holidays, so don’t feel bad you’re not alone! TikTok integrates dynamic product links into videos, turning viral trends into instant sales opportunities and making things easy for creators to link products in app. Instagram's "Shop" tab and shoppable posts allow users to browse, save, and buy products directly. Meanwhile, Pinterest combines visual inspiration with integrated shopping, enabling users to shop their favorite pins without having to tab over to the internet search.

By blending entertainment with convenience, social commerce empowers brands to meet consumers where they already are, scrolling and engaging, while creating a direct path to conversion. It’s honestly shaping up to be the future of retail, simplified.

Video & Interactive Content: Engage Your Audience

No tea, no shade, but attention spans are shorter than ever, and traditional content just isn’t cutting it anymore. Enter short-form videos and interactive content: the ultimate one-two punch for grabbing eyeballs and keeping them glued to your brand. Platforms like TikTok and Instagram Reels have made bite-sized, entertaining videos a staple of modern marketing. Whether it’s a quick how-to, a behind-the-scenes sneak peek, or a relatable meme, these formats pack a punch in under 60 seconds. Conversely, this seems to be more of a short-term strategy, and the longer-term way to build a truly engaged audience based on authenticity is with longer-form content (YouTube for example). Even over the past few weeks almost every social app has shifted their strategy in huge ways. Play to the advantages that each platform gives you — creating content is not a one-stop shop.

But why stop there? Sprinkling in some interactive elements gives you a sure-fire way to increase engagement in a major way. Polls, quizzes, and Q&A sessions aren’t just fun for the creator — they create a dialogue with your audience. Whether it’s voting on their favorite product or answering their burning questions in real time, interactivity makes your audience feel heard and involved. It’s not just about content anymore; it’s about connection. And that’s where the magic happens to really shine in your branding!

Localizing Your Marketing: Use Geography to Your Advantage

Hyperlocal marketing is having a moment, and for good reason! It genuinely taps into the unique identities of your regions and communities, making your brand feel like part of the neighborhood. Of course, you want to be that neighbor that has sugar when someone comes knocking! In an age where personalization reigns supreme, crafting location-specific content helps you stand out. Whether it’s highlighting local events, culture, or even geography-specific humor, this strategy creates instant relatability for your audience. It also gives you expertise in ways that will set you apart from other brands!

So, how can you use geography to your advantage? Start by speaking your audience’s language — literally. Incorporate regional slang, references, or traditions to show you truly understand your market. Show up in ways that other brands can’t because they aren’t in your shoes. Showcase partnerships with local businesses or influencers who already have community credibility. Highlight your connection to the area through content that reflects its character, like celebrating a local festival or supporting a nearby cause.

By tailoring your approach to resonate with specific communities, you build trust and loyalty, proving that your brand isn’t just selling — it’s investing in the places your audience calls home!

Partnerships and Community Building: Stronger Together

This idea plays off of the previous one, but really deserves its own highlight because community is more than physical! Marketing doesn’t have to be a solo act. In fact, it’s way more effective when it’s a team effort. Collaborating with influencers, partnering with local businesses, and actively involving your audience can supercharge your strategy. Why? Because people trust people. When an influencer they admire or a business they frequent vouches for your brand, it builds credibility instantly.

Community-building takes it a step further. By fostering real connections — in person and online — through engaging social media discussions, exclusive events, community chatrooms in social apps, or co-created content you’re not just gaining customers; you’re building brand advocates. These advocates are the ones who sing your praises, recommend you to friends, and stick with you through thick and thin. Ultimately, this will expand reach and make your consumers truly belong to a community.

The magic of community-driven growth is that it’s organic. Loyal followers and partners amplify your reach authentically, making your brand feel less like a faceless corporation and more like a trusted ally. And in digital marketing, there’s nothing stronger than that!

What’s Out?

Trend Chasing: Losing Your Brand Identity

Chasing every trend might seem like a fast track to relevance, but it’s more like running on a treadmill. You’re moving a lot but not really getting anywhere. Hopping on every viral moment can dilute your brand’s message, leaving your audience confused about who you really are. Trends come and go, but your brand identity should stay consistent. If you’re constantly chasing what’s “hot,” you risk becoming a fleeting blip instead of a trusted staple. Don’t get us wrong, it can be a great way to change the tide of your engagement or views, but this is really a short-term strategy that won’t yield consistent results.

The key is knowing the difference between trends that align with your brand and those that don’t. Before jumping on a bandwagon, ask yourself: Does this trend resonate with my audience? Does it support my mission or values? If the answer’s no, may that trend never find your brand. Focus on trends that complement your long-term strategy, and skip the rest. Staying true to your brand might not be flashy, but it builds something trends can’t — consistency and reliability.

Text Overload: TL;DR (Too Long; Didn’t Read)

Nobody has time to wade through a meaningless wall of text. Overloading your audience with long, dense content is a surefire way to lose their attention before you even make your point. In the age of endless scrolling, simplicity and clarity are your best friends. If your message can’t be skimmed in a few seconds, it’s likely to be skipped entirely.

The solution? Think bite-sized and visually engaging. Put yourself in the eyes of the consumer and think about the best way to receive the information that you’re trying to convey that fits your branding. For us, that usually looks like editing the voice to be more fun, since that’s something we value. Some more ways to do this: break up text with headlines, bullet points, or graphics to make it easy on the eyes. Use short paragraphs and get straight to the point — your audience will thank you for it. Better yet, incorporate visuals like infographics or videos to make your message pop.

The goal is to communicate effectively, not exhaustively. By keeping it concise and digestible, you’ll ensure your content gets read, understood, and most importantly, remembered. Less really is more! Sometimes, we don’t need a thousand words to paint the picture.

Overposting: Quality > Quantity

Posting for the sake of posting? That’s a trap too many brands fall into. Sure, staying visible and following your content calendar is important, but flooding feeds with mediocre content can do more harm than good. Overposting not only risks annoying your audience, but also it can make your creativity and messaging seem forced and inauthentic to your branding. When every post feels rushed or repetitive, it sends a message: you’re more focused on checking boxes than offering value, focusing on what sets you apart, or what makes you — you!

Instead, best practice is to aim for quality over quantity. One well-crafted, thoughtful post can do more for your brand than ten forgettable ones. Take time to understand what your followers want. Be it helpful tips, inspiring stories, or a touch of humor — deliver your content with intention. Posting less often but with purpose builds anticipation and ensures each piece of content resonates. Your audience isn’t counting how often you post. They’re noticing how much you care about what you’re sharing. If you care, they will too.

Clickbait: Trust is the Real Hook

Gone are the days when flashy, misleading headlines guarantee clicks. Audiences are savvier now, and nothing loses trust faster than overpromising and under-delivering. Clickbait might grab attention initially, but if the content doesn’t match the hype, your brand’s credibility takes a hit. This is similar to trend hopping: what’s more important to your brand identity, going viral or being a valuable resource?

Instead, focus on crafting headlines that intrigue while staying honest about the value you’re offering. Delivering on your promises not only keeps your audience engaged, but also builds long-term relationships. Trust is hard to earn and easy to lose — so ditch the bait and make sure your content is the real hook, line, and sinker.

Ignoring Your Niche: Don’t Try to Please Everyone

Trying to please everyone often leaves your content connecting with no one. Generic messaging may feel safe, but it fails to resonate with the specific audience that truly matters — your niche. Audiences crave relevance, and when your content speaks directly to their needs, values, or interests, you’re more likely to have them subscribe to your messaging and brand.

Start by identifying your niche: Who are your ideal customers? What problems can you solve for them? Once you’ve nailed that down, create content that speaks their language, addresses their pain points, and reflects their unique perspective. It’s not about casting the widest net; it’s about building deeper connections with the right people.

Focusing on your niche doesn’t limit you, it’s what sets you apart from the masses. By honing in on what makes your brand distinct, you’ll attract an audience that feels seen, understood, and eager to engage. At the end of the day, you can’t please everyone. Use this as an opportunity to lean into what’s important to your brand identity.

In 2025, the focus should be on building trust and offering value, not chasing after the latest quick fixes or unsustainable strategies for success. By staying true to your brand and investing in strategies that truly resonate with your audience, you’ll cultivate long-lasting relationships that go beyond the next viral moment. Not sure how to laser-focus on your brand identity? Radiant Media is here to help you redefine your shine this year and beyond! We want to help you create sustainable growth in your digital marketing efforts.

Radiant’s 2025 Ins and Outs of Digital Marketing