Let’s face it—the digital space is louder than ever. Every day, consumers are bombarded with ads, posts, and content vying for their attention. But here’s the thing: people aren’t just looking for products or services anymore. They’re looking for connection. They want to feel seen, heard, and valued by the brands they choose to engage with.

In 2025, the brands that will stand out aren’t the ones with the biggest budgets or the flashiest campaigns. They’re the ones that know how to connect authentically. They’re the ones that show up in unexpected ways, tap into the power of communities, and create experiences that feel personal, not transactional.

So, how can your brand cut through the noise and truly connect with your audience? Let’s explore the trends that will define 2025 and how you can use them to build meaningful relationships with your customers.

1. Brands Dropping Into Creator Comments: The New Brief

Imagine this: A creator posts a hilarious TikTok about their morning coffee ritual, and suddenly, a coffee brand slides into the comments with a witty one-liner that has everyone laughing. No ad spend, no elaborate campaign—just a well-timed comment that feels natural and relatable.

In 2025, brands are realizing that commenting isn’t just an afterthought—it’s the new ad space. It’s lightweight, low-pressure, and incredibly effective. Think of it as the modern-day elevator pitch, but with a casual, conversational tone. For example, when a fitness influencer shares their workout routine, a sportswear brand might chime in with, “Looking strong! Our new leggings would totally survive that burpee session. Just saying.”

This trend works because it feels authentic. It’s not a polished ad; it’s a brand showing up in a way that feels human. And the best part? It doesn’t require a massive budget or a team of creatives. Just a clever social media manager who knows how to read the room.

What’s even more interesting is that Hootsuite found 41% of organizations to already be testing out proactive engagements like commenting to build relationships with creators and audiences. And that when the original creator replies to a brand’s comment, it drives 1.6x more engagement compared to posts without such interactions. This makes commenting not just a fun way to connect, but a strategic move to boost visibility and engagement.

Example:
Nike has been especially effective at this. They often pop up in the comment sections of popular fitness creators, offering a simple “we love this!” or “keep going!” to join the conversation. It feels authentic and not like an ad, but it also puts Nike in the minds of the audience without being overt. Similarly, Gymshark has been successful at engaging with fitness influencers in the comment sections, building a sense of community without being in-your-face about it.

2. Tapping Into Creator Communities

Brands are starting to realize that collaborating with individual influencers is great, but why not get in on the action with entire creator communities? Instead of focusing on just one influencer, brands are leveraging communities built around creators to engage directly with fans who are already invested. It’s about understanding that communities, like those in niche categories on TikTok or Instagram, are where real, sustained relationships happen.

Example:
Sephora’s Sephora Squad taps into a broader creator network rather than just hiring influencers for one-off campaigns. The result? 16,000+ applicants and #SephoraSquad accruing over 803M views on TikTok in 2023. They’ve created a sense of belonging for influencers within a beauty-focused community, where brands and creators collaborate to share values and reach audiences that are already engaged. This approach makes the brand feel more like a participant rather than a marketer, which leads to better loyalty and engagement. Similarly, ASOS has worked with micro-influencers who have built small but fiercely loyal communities, allowing them to connect in a more meaningful way than through larger, more mainstream influencers.

3. Focusing on Diversity and Inclusion

In 2025, diversity and inclusion aren’t just trends—they’re expected. Consumers want to see a brand’s values reflected in every piece of content they create, from the models they use to the messages they send out. Diversity in marketing isn’t just about ticking boxes; it’s about showing a wide range of perspectives, backgrounds, and experiences. This is no longer optional, and brands that fail to embrace this fully risk losing relevance.

Example:
Dove has been at the forefront of the diversity conversation for years with its Real Beauty campaign, which features women of all shapes, sizes, and ethnicities. It’s a campaign that challenges beauty standards and speaks to real people, not just a polished, idealized version of beauty. L’Oréal, too, has embraced diversity in its advertising and messaging, featuring women of different races, ages, and backgrounds to reflect the diversity of its global customer base. Both brands have set a high bar for others to follow in terms of inclusivity.
Sephora Squad, a brand that is synonymous with inclusion, had 70% persons of color in their 2023 squad, 14% Spanish speakers and 13% identifying with he / him pronouns.

4. The Rise of Livestreaming

Livestreaming is more than just a trend—it’s becoming a staple in how brands connect with their audiences in real time. From live product launches to Q&As and behind-the-scenes content, livestreaming offers a dynamic and engaging way to interact with consumers. It’s about creating those instant connections and offering something exclusive that can’t be replicated in a static post.

Example:
As per Market Research Future, the global live streaming market is estimated to reach over $247 billion by 2027. Amazon’s Amazon Live lets brands showcase their products in livestream format, answering viewer questions live and creating a shopping experience that feels personal. Beauty brands like Estée Lauder have embraced livestreaming, where they demo products live, answer questions in real-time, and create an interactive shopping experience that combines the best of entertainment and e-commerce. This makes the viewer feel more involved in the brand, as if they’re at a live event, making purchases more likely.

5. Rise in Collaborative Posts for Engagement

Collaboration is key in 2025, and it’s no longer just about influencers creating sponsored posts for brands. Now, brands are collaborating with creators to make the content together—whether it’s co-hosting a challenge, creating a post together, or co-developing a product. These types of collaborations feel more authentic because they involve input from both sides, creating content that’s built to engage and resonate with the audience.

Example:
H&M is a great example of a brand doing this well. Rather than just sending products to influencers, they often co-create content with them, tapping into their creativity to produce engaging, authentic material that resonates with followers. Similarly, Coca-Cola has used creator partnerships where both the brand and the creators share the spotlight—whether through shared posts, co-hosted events, or collaborative projects. This approach drives engagement because the content feels more like a partnership than a transaction.

Conclusion: Embrace Connection and Authenticity

As we head into 2025, brands need to prioritize building real relationships with their audiences. Whether it’s by showing up in creator comment sections, collaborating with communities, embracing diversity, using livestreaming for real-time interaction, or co-creating content with influencers, authenticity and connection will be the keys to success. The brands that thrive in this evolving landscape will be those that create meaningful interactions and bring people together—because, at the end of the day, marketing is all about building lasting connections.