Digital Trends: What we expect to see in 2025
The digital world is evolving rapidly, transforming how we shop, learn and most importantly communicate. The past 12 months have brought significant change with tools like Generative AI revolutionizing industries across the world. AI has been in the works for years – in 2014, researchers at the University of Montreal introduced Generative Adversarial Networks (GANs), where AI models were built to create realistic outputs – but it’s finally starting to see mainstream adoption. Searches for AI tools surged by 700% in 2024, and platforms like ChatGPT are now seeing over 200 million weekly active users. This is double the number of users from just one year ago. Clearly, there is a shift taking place in the digital landscape that is important to be aware of and how it is impacting our work and life.
As we look toward a new year, here are three key trends that are shaping the future of digital communications and how you can best prepare for what’s to come.
Trend #1: Website traffic might decline
What’s happening?
The way we interact with search engines is transforming, and it’s also changing the rules for search engine optimization (SEO). Imagine you’re searching for something simple, like “best coffee makers” or “how to improve sleep.” Instead of clicking on multiple website links to find answers, your search engine will prepare a detailed summary and display it at the top of the search results. These summaries, powered by AI and tools like Google’s Search Generative Experience (SGE), synthesize content from multiple sources and present the information upfront. The same is true when using AI-powered assistants like ChatGPT or Bing Chat. Ask them a question, and they deliver precise, conversational answers without requiring you to visit a website.
Why does this matter?
This shift means fewer clicks to individual websites, as users can increasingly find what they need directly from the search engine. Studies show that organic website traffic is plummeting, with declines between 18–64%. We are experiencing a fundamental change in how search engines function and how users consume information online. Therefore, traditional SEO strategies, which relied on driving traffic to owned websites, are no longer enough in this landscape. The value of owned website content is diminishing, forcing organizations to rethink their digital strategies.
What should you do?
To stay on top of this digital trend, it’s important diversify the ways you communicate with your audiences using the PESO model – Paid, Earned, Shared, and Owned channels. Platforms like email newsletters, social media, and podcasts can be used to build deeper connections. Additionally, prioritizing SEO strategies that are tailored to AI-driven search engines will ensure your content remains visible and accessible.
Trend #2: Expansion of new media forms
What’s happening?
Shrinking attention spans are driving a global pivot toward short-form content, altering how brands and organizations engage with audiences. Platforms like TikTok, Instagram Reels, and YouTube Shorts are at the forefront of this transformation, catering to the demand for quick, impactful, and visually engaging content. These platforms aren’t just influencing consumer behavior – they’re redefining content strategy for businesses, influencers, and even political campaigns.
Why does it matter?
Traditional content formats are losing traction, and audiences now expect dynamic, easily digestible media. This shift toward bite-sized media is evident in the growing dominance of video content, podcasts, and short-form formats, which consistently outperform traditional long-form approaches in capturing and retaining audience attention.
This was demonstrated during the American federal election, where candidates Kamala Harris and Donald Trump adapted their campaign strategies to include podcasts as a way to connect with voters. With podcasts reaching 48% of U.S. adults ages 18–34 on a weekly basis, the podcast medium offered both candidates a powerful platform to connect with voters. This represented a departure from traditional campaign trails, leveraging modern formats to meet audiences where they are – on their phones, consuming content.
What should you do?
The takeaway is clear: embracing short-form content and emerging media formats isn’t optional – it’s essential. This evolution demands not only creativity but also a deep understanding of audience preferences and platform-specific trends. We suggest investing in diverse media content tailored to your audience. Experiment with engaging storytelling formats, from bite-sized videos to long-form podcasts, that resonate across different platforms.
Trend #3: Crisis management to become more challenging
What’s happening?
From a crisis perspective, misinformation and fast-paced news cycles are redefining how crises unfold and are addressed. With Generative AI and short-form content gaining traction, we’re seeing new crisis scenarios evolve. AI tools can create deepfakes and deploy automated bots, rapidly generating and spreading false narratives, making it increasingly difficult for organizations to maintain control over narratives. As well, the brevity of short-form content means that complex issues or public statements are being condensed into quick sound bites, which can often be misinterpreted. The fast pace of these platforms doesn’t allow brands the time they traditionally had to craft a well-thought-out response.
Why does it matter?
Building trust before a crisis is more important than ever to establish reliability and credibility. Organizations with a foundation of transparency, consistent communication, and strong stakeholder relationships are better equipped to manage misinformation and swiftly regain control during crises. Trust ensures stakeholders believe in an organization’s commitment to resolution.
What should you do?
Understand the value of crisis preparedness. There is a need for real-time social listening to detect and address potential issues early. Develop pre-crisis plans, including audience-specific response templates and clear internal workflows, to react swiftly and effectively.
So, what do these trends tell us?
The digital landscape in 2025 demands adaptability and forward-thinking communications strategies to engage your audience on new and evolving platforms. From rethinking website engagement to embracing new media channels, and preparing for new crisis communication risks, staying ahead of these trends will be crucial. As we head into a new year, how is your organization preparing?