Top Media Content Types for 2025

📢 Reuters Digital News Report 2025: What It Means for Independent Media This year’s report confirms the scale of disruption — and opportunity — for independent media. Audiences are changing in terms of where, how, and why they consume news. Legacy formats continue to lose relevance. Platform-native, mobile-first, AI-visible, and community-embedded content is the future. Here’s how independent publishers can adapt — and lead. ✅ Be Platform-First — But Not Platform-Dependent TikTok is the fastest-growing news source globally. Social feeds, aggregators, and video now outpace TV and direct visits. → What to do: Build native content for TikTok, Shorts, and Reels — but also strengthen direct channels like newsletters, push alerts, and community forums. Use each platform for reach, not reliance. ✅ Optimise for Interrupt-Driven Mobile Habits Over 50% of under-35s now access news primarily via smartphones — on-demand, in bursts. → What to do: Rethink content for short, engaging, mobile-first formats — visual explainers, carousel headlines, audio snippets, or context-driven push notifications. ✅ Stay Visible in an AI-Driven Ecosystem AI chatbots now serve news to 7% globally, and 15% of under-25s. But if content isn’t structured or discoverable, independent voices risk becoming invisible. → What to do: Use clear metadata, summaries, and schema markup to make journalism AI-friendly, while labelling human-vetted content to maintain editorial trust. ✅ Build Local Authority, Not Just Reach As platforms dominate local search and community information, newsrooms must double down on original, timely local journalism. → What to do: Reclaim your role as a trusted source by prioritising local explainers, fast-breaking updates, and service journalism. ✅ Rebuild Trust Through Transparency & Format Innovation Only 40% globally trust the news, and nearly the same percentage now avoid it. Fatigue, bias, and negativity are key drivers. → What to do: Embrace solutions journalism, clear sourcing, and formats that foster connection, such as podcasts, constructive explainer series, or community Q&As. ✅ Diversify Like a Product Company Subscription growth is stalling (18% average in high-income markets), and most non-payers say no model would change their minds. → What to do: Treat every content and interaction point as a potential product — explore events, memberships, training, branded content, and licensing. One-size-fits-all monetisation is no longer viable. 📌 The takeaway? Independent publishers need to act like product companies, distribute like creators, and build trust like journalists. That means meeting audiences in their space while reinforcing your editorial strength. 💬 How is your newsroom adapting to the shifts highlighted in the 2025 Reuters report? We’d love to hear what’s working (and what’s not). #Reuters2025 #DigitalNews #IndependentMedia #AudienceDevelopment #AIinNews #PlatformNative #TrustInJournalism

YouTube Advertisers just published their 2025 trends report and one stat jumped out of the report for me. 89% of US viewers now prefer watching content from their favourite creators over studio-produced shows or movies. That preference cuts across age, format and category. It says a lot about how people now decide what’s worth their time. The 5 key themes of the report: 1. Intentional consumption - People are choosing long-form again, particularly educational content and slower “day in the life” or lifestyle formats. Screen time is more intentional than it used to be. If someone commits an hour, it’s because the content earns it. 2. Escapism through participation - Roblox YouTube content hit 1 trillion views. McDonald's Minecraft campaign achieved 3.3x benchmark performance. Audiences want to step inside a world and do something within it. 3. Global fandoms - 25 billion views for "labubu" content built almost entirely through unboxings, remixes and community formats. The Great Attention Shift means people gather where shared interest lives, not where borders sit. 4. Co-creation over consumption - 34% of 14-24 year olds contributed to an online content series in the past year. Gen Z's relationship with content is fundamentally different. That behaviour shows up everywhere now: watch-alongs, edits, commentary, spin-off formats. 5. Nostalgia as currency - But even here, it's participatory. The formats that travel furthest aren’t straight throwbacks rather reinterpretations. Fans want room to add their own layer. All of this lines up with what we’ve been talking about for a while around the attention shift. Authenticity, ownership and active engagement. Traditional media's challenge isn't that creator content exists. It's that creator content has fundamentally reset audience expectations about what "entertainment" means. When your baseline is participation and community, passive consumption feels inadequate. Broadcasting is wrestling with this exact tension. The infrastructure was built for one-to-many. But the audience has already moved to many-to-many conversation. The gap between what's possible and what's standard is widening every day, the clocks ticking. The full report is worth reading if you’re thinking seriously about where fan attention is actually going next - linked below.

One emerging trendline we’re seeing among B2B CMOs on MarketerHire (hirers and talent): a shift in where new marketing investment is going in 2025. Not away from content necessarily, but toward areas like brand, paid media, events, and creative. Channels that are harder to automate, and harder to copy. The reason is probably obvious: in the age of AI the value of utilitarian, SEO-oriented, educational blog content is declining. Fast. AI is already answering basic how-to queries instantly, in the exact place and format buyers want them. Not in blog posts. Not in resource centers. But inside Slack threads, meeting notes, and inboxes. Informational content is no longer scarce or hard to find. And in marketing, when something becomes cheap and abundant, it loses its power. That doesn’t mean content disappears. It means the edge moves somewhere else. We’re seeing B2B companies rethink what marketing content is for. Less about arbitrage, more about storytelling. Less about search, more about salience. Here are a few of the tactics our marketers are being asked for most often right now: 1) Original research drops High-signal, proprietary data packaged like a product launch. Think: benchmarks, market maps, teardown decks. Designed for shares and re-use, not search. 2) Short-form video series Recurring formats designed for social distribution, hosted by the founder or a marketer, shot quickly but with a clear point of view. Not ads. Not explainers. Media. 3) High-conviction paid media Creative-first campaigns built to spark reaction. No generic "awareness" banners, this is direct response thinking applied to brand storytelling. Offline activations 4) Not trade shows. We’re talking intimate dinners, mobile experiences, speaker salons. Budget that used to go into gated eBooks is now going into rooms with the right 20 people. 5) Creative refreshes Not just new logos. Full re-articulation of category, message, and visual identity - led by brand strategists and creative directors, not just designers. The marketers getting hired right now aren’t just content writers. They’re producers, brand builders, creative strategists, and media operators. The best CMOs are ahead of the curve. They’re not just playing defense as LLMs change how people search. They’re going on offense and investing in the kind of marketing that earns attention, builds memory, and creates real differentiation. Thoughts?

Influencer marketing became a core strategy in 2024! It became a must-have for every brand, emphasising that nothing in this world can be sold without great stories, authentic connections and the commitment to stick through all the trends. Take last year’s viral moments:   - The word "Demure" went from a fashion statement to a phenomenon, with brands like Shaadi. com and Maybelline making it their own.   - BoAt’s “Aunti-Noise Cancellation” ad captured the wedding season humor and became instantly relatable.   - And the “Ganji Chudail” memes are proof that sometimes the internet creates campaigns for you.  But going viral isn’t the goal. Most brands are fighting just to stay relevant! So, what’s next for influencer marketing in 2025?  → Relatable, story-driven short-form video (SFV) content will dominate. There’s no room for fluff. Brands need to avoid polished, generic content and focus on authentic, unfiltered stories.  → Virtual influencers and AI-generated campaigns will host live Q&As, show products with AR filters and even let you try on clothes virtually.  → Gen Z isn’t just buying products but values. They want proof of Fair Trade, eco-friendly practices and social responsibility. Influencers who amplify these values will be the real MVPs.  In 2025, it won’t be enough to count likes or views. Brands will demand sentiment analysis, audience demographics and ROI metrics. Platforms that connect the right influencers with the right audiences will lead the charge.  What are you the most excited about in 2025's marketing campaigns? #influencermarketing

Text, static, video, or carousel, what actually works best on LinkedIn in 2025? I’ve been observing this closely over the last few months for my clients, and one thing is clear: Carousels and infographics are winning.✨ Not because they’re “trendy.” Not because they look pretty. But because they deliver layered value. When you take the time to: → Break down a thought clearly → Teach through structure → Share multiple perspectives in one post …you’re not just posting. You’re helping. People come back to save. They come back to re-read. They come back because they felt like they gained something. That’s what makes content memorable. Carousels allow you to create that “pause and reflect” moment whether you’re walking someone through a framework, story, or insight. And that pause builds trust. Videos have their place too, they’re great for storytelling and trust-building. But when it comes to driving real, repeatable value, carousels and infographics are hard to beat. So if you’re trying to build presence this year: → Share generously → Structure clearly → Let your visuals do the teaching Your audience will thank you, not just with likes, but with loyalty. P.S.What content format have you been experimenting with lately? Let’s exchange notes. P.P.S. Want to start creating content that doesn’t just get likes, but gets remembered, saved, and turns into real opportunities? Let’s build your LinkedIn content game the right way. Book a personal branding consult , link’s pinned in the comments. #LinkedInTips #ContentStrategy #CarouselContent #Infographics #PersonalBranding #LinkedIn2025

After 9 hours of research, I discovered the major social media shifts in 2025. Social media is now a young adult, leaving the parents' home—traditional marketing—and carving its own identity—this theme is shared across all trends. 1. Social Media is breaking free from brand identity - Social teams are breaking free from the rigid “stay on brand” rule because it kills creativity. Look at AirAsia's on-trend content or myBurgerLab's quirky customer-centric posts. They don’t look corporate but stick in your audience’s mind. The truth? Social media’s job is to entertain and connect. If your content does that, you win—even if it feels off-brand. 2. Influencer Marketing moved beyond “Can we pay you to post?” Sure, influencer posts can generate awareness, but clicks and conversions? Not so much. Viewers have to jump through too many hoops to reach your product page. The solution? Turn influencer content into ads. Platforms like Shopee and Lazada already do this, letting influencers showcase products directly through shoppable ads. Another example? Brands like Muji Malaysia Sdn Bhd are doubling down on authentic, user-generated content for paid campaigns. The less polished the content, the better it performs—it feels real, unlike an ad. UGC-style content stops the scroll, and the results speak for themselves. 3. Video has been on every trend list for 20 years, right? But in 2025, it’s evolving again. You need a face that is raw and engaging; even LinkedIn is prioritizing the same. This is where Employee-Generated Content (EGC) comes in. Take Tokopedia's employee-led TikToks—simple, fun, and insanely shareable. However, not every brand has willing or camera-ready employees. Enter brand hosts—creators explicitly hired to represent your brand on video. Look at platforms like TikTok, Kumu, or Douyin, where brands do this at scale. 4. Social Shopping—Remember when high-end brands avoided e-commerce giants like Lazada & Amazon? Now, they’re embracing it because the revenue is undeniable. The same shift is happening with TikTok Shop and Shopee Live. Take Dyson, which showcased premium products during TikTok Live sessions for Singles’ Day sales and crushed it. Social shopping isn’t just for low-cost items anymore. It’s for anything—and it’s reaching massive audiences. 5. Live Content - Live isn’t new but more critical than ever heading into 2025. Why? Platforms like Shopee Live, Kumu , and Taobao Marketplace Live drive trends like live shopping and creator monetization. Live streams are proof of authenticity in a world dominated by AI-generated content. Even as AI-generated videos become indistinguishable from real ones, live content will stand out as raw, unfiltered, and honest at least for a while. Final Hot Take: In 2025, social media should be an independent team that doesn't have to be part of branding and marketing. #ravisbook  #socialmedia  #contenstratetgy #2025strategy

The Rise of BTS Content. Polished, high-production ads have their place. But in 2025, it’s the raw, behind-the-scenes (BTS) content that’s cutting through the noise. Why? Because people connect with process, personality, and authenticity - not just the final product. We’ve all seen it: 📈 A candid iPhone clip outperforms a studio-shot campaign. 🎥 A rough-cut vlog drives more engagement than a perfectly scripted ad. 💬 Customers react more to why something was made than just what it is. That doesn’t mean advertorial-style content is dead. It’s about balance. - Clean, polished content builds credibility and brand perception. - BTS content builds trust and relatability. I believe the brands that are getting this mix right are the ones that are winning. As a brand owner, it's very difficult to wean off only wanting to post your highest quality content. But, if there is one statement that still rings true, it's that people buy from people. So showing the journey is just as important as showing the destination. And the beauty is, that as long as the finished product reflects a high quality, the journey can be as rough as you like. What’s your experience? Have you seen BTS outperform traditional content? Let’s discuss 👇 #BTS #content #marketing

𝐓𝐡𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐢𝐬𝐧’𝐭 𝐣𝐮𝐬𝐭 𝐬𝐞𝐞𝐧, 𝐢𝐭’𝐬 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐝. 2025 transformed how content lives in the digital world. It moved beyond passive viewing and became 𝐢𝐦𝐦𝐞𝐫𝐬𝐢𝐯𝐞, 𝐢𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐯𝐞, 𝐚𝐧𝐝 𝐞𝐦𝐨𝐭𝐢𝐨𝐧𝐚𝐥𝐥𝐲 𝐝𝐫𝐢𝐯𝐞𝐧. Audiences didn’t just scroll anymore — they paused, engaged, and returned. 🔁 𝐋𝐨𝐨𝐩-𝐟𝐢𝐫𝐬𝐭 𝐯𝐢𝐬𝐮𝐚𝐥𝐬 became a dominant format, designed to grab attention instantly and encourage repeated viewing without clear starts or ends. 📺 𝐌𝐢𝐧𝐢-𝐬𝐞𝐫𝐢𝐞𝐬 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 kept audiences hooked across platforms, proving that short-form content can still build long-term recall. 🕶️ 𝐀𝐑 entered everyday life, from filters to virtual try-ons and interactive shopping experiences. 🌐 𝐌𝐢𝐱𝐞𝐝 𝐑𝐞𝐚𝐥𝐢𝐭𝐲 pushed boundaries further, blending physical and digital spaces for work, play, and exploration. 🎞️ 𝐍𝐨𝐬𝐭𝐚𝐥𝐠𝐢𝐜 𝐚𝐞𝐬𝐭𝐡𝐞𝐭𝐢𝐜𝐬 made a strong comeback, combining familiar emotions with modern formats. ✨ 𝐓𝐡𝐞 𝐛𝐢𝐠𝐠𝐞𝐬𝐭 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲: When technology meets emotion, engagement follows. The future of content isn’t just seen, it’s experienced. #DigitalTrends #2025Trends #FutureOfContent #ContentTrends #DigitalEvolution

2025 content predictions 1) GTM content will explode in popularity - content that's built in collaboration with every growth function (sales, bd, partnerships, demand gen, paid, etc) 2) Founder content will continue to dominate B2B socials - spurred by success of creator-founders like Greg Isenberg, Ben Lang, and Tommy Clark 3) Social proof will expand in its importance across the funnel - fueled by AI agents that support the distribution + repurposing of higher volume assets 4) Authentic/human touch content will dominate the headlines in a reversal from AI slop - specifically driven by new tools pushing programmatic SEO 5) Early-stage co's will pair full-time founding marketers with specialized services shops to deploy content engines vs hiring bloated in-house teams 6) We'll see a comeback in ecosystem marketing as built-in audiences become more important - think collabs with niche influencers, expert playbooks, etc 7) More and more teams will focus on leveraging signal intent data on the backend of site traffic using tools like Unify, Valley, and Opensend 8) Short-form video for B2B will start to become saturated with diminished ROI, most 'podcasts' run by companies will slowly hit pause on production 9) Niche headhunter agencies will spin up to service GTM content positions and founding product marketers - both are seeing crazy demand right now

Let's be honest. Most of us are in full 2025 planning mode. But forget about product-led or sales-led growth—the most successful B2B companies will be value-led, and it starts with great content. At Predictiv, we surveyed 100 B2B marketers to uncover what content drives real impact in lead generation and nurturing. 💡 The key takeaway? How-to guides are the MVP. They build credibility and deliver value before asking for anything in return. Repurpose them into videos, infographics, or blogs to maximize impact and personalization. Here's the breakdown: 🌟 For demand creation (brand awareness): 1. How-to guides on evergreen topics 2. Bite-sized content (blog posts, videos, infographics) 3. Solution previews (interactive demos, free trials, freemium) 🎯 For demand capture (conversion): 1. Niche-specific and deep dive how-to guides 2. Case studies and testimonials 3. Free trials that showcase your value firsthand When you focus on creating value through content, you build trust, educate your audience, and position your brand as the solution to their challenges. High-quality content takes time to create, so make it work harder for you. Break in-depth pieces into smaller formats like videos, infographics, or blogs. Repurposing content allows for deeper personalization and testing, maximizing your ROI. 👉 Make your demand strategy more impactful in 2025. Download the full report for B2B marketers: https://lnkd.in/geU9SVEA