11 trends for small business owners in 2025

BySumeera
Top trends for small business owners 2025

As we enter 2025, staying organised and keeping ahead of emerging trends is crucial for small business owners in today’s dynamic landscape. Embracing these trends can drive growth and boost customer engagement. Here are 11 key trends shaping the year ahead*
Adapting to them can help you maintain a competitive edge and set you up for long-term success in an ever-evolving digital marketplace.

Here’s what’s shaping up in 2025

1. Video is still king: Why short-form content is on the rise

2025 will see even more data-driven, personalised marketing, powered by AI.

So how can small businesses leverage these strategies to enhance their marketing efforts?

Video content, particularly short-form videos, will dominate, and social commerce will become integral to selling products directly through platforms like Instagram and TikTok.

Short-form video isn’t just a trend—it’s becoming the backbone of digital marketing. Platforms like TikTok, Instagram Reels, and YouTube Shorts are driving higher engagement and visibility than static posts.

Why? People’s attention spans are shorter than ever. In a world of endless scrolling, bite-sized videos (usually under 60 seconds) grab attention fast and deliver messages in a digestible way. A bit like blogs. Bite-sized content is perfect for today’s fast-paced digital world—much like blog posts but in a more visual format that’s easy to consume.

🔹 Higher engagement: Videos are more likely to be shared, commented on, and saved.
🔹 Better reach: Algorithms like short videos, push them to wider audiences.
🔹 Easy to create: You don’t need a studio….just a phone and an authentic message.
🔹 Builds trust: Showing your face, voice, or behind-the-scenes footage helps create connection and brand loyalty. (I’m the worst for not showing my face in front of the camera all the time – confidence does take time and if you shoot on a “good day” – scheduling the posts to go out on your “off days” won’t matter!)

💡 How to use it for your business:

  • Share quick tips, mini tutorials, or behind-the-scenes clips.
  • Repurpose existing content (turn a blog post into a 30-sec explainer!).
  • Experiment with Instagram Reels, TikTok, or YouTube Shorts to see what resonates.

Short-form video isn’t just for big brands—it’s a powerful, low-cost way for small businesses to stay visible and relevant in 2025.

2. The rise of virtual marketing: shaping the future of brand engagement

Virtual marketing continues to grow as more consumers interact with brands online.

What tools and platforms should small businesses use to maximise their virtual marketing efforts?

Virtual marketing will continue to expand as more consumers engage with brands online.
Tools like VR and AR will allow for more immersive brand experiences, while AI-driven chatbots and personalised content delivery will enhance customer interactions. YouTube, Instagram, and TikTok will be crucial for small businesses to create engaging virtual content and build stronger relationships with their audience.

3. Embracing video content: why it’s essential

Video Content, especially on platforms like YouTube and TikTok, will dominate in 2025.

How can small businesses create engaging short-form videos that resonate with their audience?

Video remains the most engaging format for consumers. Whether on TikTok, YouTube, or Instagram, short-form videos consistently generate the highest engagement rates.

Platforms like YouTube and TikTok are leading the charge, with short-form videos being particularly popular.

Small businesses should focus on creating concise, compelling videos that highlight their products, tell their brand story, or provide value through tutorials and tips, as video content consistently generates higher engagement rates.

I know a few good AI tools for this here. You can also download my free AI tech tools. (Go to my Homepage and the pop up to appear where you can download it)

4. What is social commerce, and why should small businesses care?

Social commerce, which integrates e-commerce with social media, is on the rise.

How can small businesses effectively utilise platforms like Instagram Shopping and LinkedIn’s evolving shopping features?

Social commerce involves selling products directly through social media platforms, like Instagram Shopping and Facebook Marketplace.

By integrating shopping features into your Instagram and LinkedIn profiles, customers can browse and purchase products directly through these platforms.

Small businesses with products to sell, should care because it streamlines the shopping experience, allowing consumers to discover, browse, and purchase products without leaving the social platform.
This trend is growing rapidly, and integrating social commerce into your strategy can significantly boost sales and brand visibility.

5. Personalisation through AI: tailoring customer experiences

AI-driven personalisation will become crucial.

What tools can small businesses use to personalise their marketing strategies and meet individual customer preferences?

AI-driven personalisation allows businesses to tailor marketing efforts to individual customers by analysing data such as browsing history, purchase behaviour, and social media interactions.
Tools like AI-powered email marketing platforms and chatbots (such as Manychat) can deliver personalised content and recommendations, increasing customer engagement and loyalty.

For small businesses, this means more effective marketing campaigns and higher conversion rates.

6. Sustainability in marketing: meeting consumer expectations


Consumers are increasingly demanding eco-friendly practices.

What sustainable marketing strategies should small businesses adopt to align with these expectations?

Sustainability is increasingly important to consumers, and businesses that prioritise eco-friendly practices are more likely to attract and retain customers.

This includes using sustainable materials, reducing waste, and being transparent about sourcing and production processes. For example planting trees.

Small businesses can communicate their sustainability efforts through content marketing, social media, and packaging, aligning their brand with the values of environmentally conscious consumers.

7. Influencer marketing and collaborations: a cost-effective strategy

Influencer partnerships, particularly with micro and nano influencers, will remain a powerful tool for small businesses.

How can businesses identify the right influencers and build effective, long-term partnerships?

Influencer marketing, particularly with micro and nano influencers, offers small businesses a cost-effective way to reach niche audiences.
These influencers typically have highly engaged followers, making their recommendations more impactful. To leverage this trend, small businesses should partner with influencers whose audience aligns with their target market, creating authentic collaborations that drive brand awareness and sales.

8. Augmented Reality (AR): enhancing customer engagement

AR will play a more prominent role in marketing campaigns, allowing customers to visualise products in their environment.

How can small businesses incorporate AR into their strategies?
AR is increasingly used in marketing to provide interactive, immersive experiences. For example, customers can use AR to visualise how a product looks in their space before purchasing.

Have you seen this with showers, sinks and tile websites? Where you can visualise how it would look in your home?

I used this earlier this year – it was effective for me as it helped to make purchase decisions quicker with no need for returns. IKEA uses AR to enhance the shopping experience, allowing customers to visualise products in their own space before making a purchase. Love it.

Small businesses can integrate AR into their marketing strategies by offering virtual try-ons, 3D product views, or interactive AR ads, which can significantly enhance customer engagement and drive conversions.

9. Data Privacy and rransparency: building trust

With growing concerns over data privacy, transparency in how businesses collect and use customer data will be crucial.

What best practices should small businesses follow to build and maintain customer trust?

With growing concerns over data privacy, consumers are more aware of how their data is collected and used.

Small businesses must be transparent about their data practices, offering clear privacy policies and opting for data collection methods that prioritise user consent. Building trust through transparency not only helps in complying with regulations but also strengthens customer loyalty and brand reputation.

10. Predictions for Instagram, LinkedIn, and YouTube trends

  • Instagram: Expect more immersive experiences with AR filters and expanded shoppable posts.

    How can small businesses capitalise on these features?

    The platform will continue enhancing its shopping features and AR tools, allowing businesses to create more interactive and shoppable content. Businesses can focus on creating visually compelling, easily shoppable posts to engage users.
  • LinkedIn: Increased focus on personal branding and content creation.

    How can small businesses leverage LinkedIn to enhance their professional presence?

    With a growing emphasis on personal branding and thought leadership, LinkedIn will be vital for B2B marketing and professional networking. Small businesses should invest in creating high-quality, thought-provoking content to build their brand presence.
  • YouTube: Short-form videos and live streaming will dominate.

    How can small businesses use these formats to engage their audience effectively?

    I’ve mentioned this a few times during this blog, but Short-form videos and live streaming will dominate, offering businesses the chance to engage audiences in real-time.

    Utilising YouTube for educational content, tutorials, and product demos will be essential.
    Have you set up your YouTube account and handle? I work on a couple of client YouTube accounts and would be happy to help support you with getting yours set up.

    When it comes to YouTube, content quality and consistency should always be your top priorities. Thumbnails and branding are essential for presenting a professional image and attracting attention, but without engaging, value-driven content, they won’t have the desired impact.
  • Focus on delivering valuable content that addresses your audience’s needs, and once you’ve got that, your thumbnails and branding will work to optimise your visibility and accelerate your growth on the platform.

11. The growth of Affiliate marketing

Affiliate marketing is expected to grow significantly, offering small businesses an additional revenue stream.

How can businesses identify the right affiliates and create successful partnerships?

Affiliate marketing is expected to grow significantly as it provides a low-risk way for businesses to increase their sales.

Small businesses can expand their reach and drive more traffic to their sites by partnering with affiliates who promote your products to their audience.

The key to success in affiliate marketing is choosing affiliates that align with your brand and compensating them fairly to foster long-term relationships. (For example, I also have a food, beauty, health and wellness blog, and work with an affiliate membership company as it aligns.)

Key takeaways

Preparing for 2025 means staying ahead of these trends and finding ways to weave them into your business strategy.

The key? Adaptability.

The ‘digital landscape’ is always evolving, but small businesses that embrace change, pivot, and lean into new opportunities can have a competitive edge.

💡 Want to explore how these trends can work for your business? Let’s chat in a Spark Session!

💡 It’s a no-pressure, strategy and ideas call where I’ll do an audit, look at your current marketing and digital touchpoints, and then pinpoint practical ways to see how to maximise and enhance what you’re doing already.

🔗 Book a Spark Session and let’s get your 2025 marketing planning and social media in shape!

🔎*Sources: Reviewing industry reports, AI tools, and marketing trend analysis.