15/07/2025
Social media engagement will lead digital marketing trends in 2025.
In a saturated market where competition to capture and maintain consumer attention is fierce, brands must focus on finding innovative and unique formulas that help them stand out; a context in which creativity will be accompanied by a more novel factor: the measurement of emotions. If advertising attention, as a metric, indicates the degree to which those exposed focus on a particular advertisement, it is true that the impact can be quite varied: from a very brief exposure that leaves little trace in the memory to an intense focus with a cognitive and emotional impact that leads to longer-lasting memories.
“Ads not only capture attention on a sensory level, but also seek to generate an emotional connection with the audience. The ability to provoke emotions such as joy, surprise, nostalgia, or empathy can significantly increase the retention of the advertising message and the consumer's predisposition toward the brand,” says the general director of IAB Spain. This is a field where AI, of course, plays a fundamental role, as it allows us to measure not only the visibility of an ad but also evaluate interaction, emotions, and message retention; aspects in turn related to a relevant trend for years:
Social networks, a priority channel
Yesterday it was an emerging trend; today it's a reality: social media has become one of the main search engines for information, entertainment, and trends, especially among younger generations, thereby replacing traditional search engines. By also integrating direct commerce features, users can now purchase products without having to leave the platform, a strategy pioneered by Instagram, TikTok, and Pinterest.
According to the 2024 Social Media Study, social media usage has peaked in the last seven years, with users interacting with an average of 4.9 platforms. Among young people, and in order of preference, WhatsApp, Instagram, YouTube, TikTok, Facebook, and X stand out.
