8 Trends for Advertising Audiovisuals in 2025

>>In a hurry?

In this post, I explore the main trends for the upcoming year in advertising and audiovisual production, highlighting the importance of video as a marketing tool, personalization through artificial intelligence, and interactivity with technologies such as augmented and virtual reality. I also emphasize the need for cultural representation in campaigns, sustainability in production, and the opportunities that cloud gaming and Korean culture (Korean Wave) offer. I conclude that we are living in an era of innovation, where brands must reinvent themselves and create memorable experiences that emotionally connect with consumers.

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I wrote this in November 2024, looking ahead to 2025. I’m keeping it here as a record of what was on the radar at that moment.

The year is coming to an end, but planning for the next year has already begun, and everyone wants to know what will be trending.

You never know when everything will change rapidly, but the signs are there, and we will explore some of the trends that promise to revolutionize the upcoming year and transform the way we experience advertising and audiovisual production, which is one of the most powerful marketing tools.

If you need to be convinced first:

Wyzowl revealed that 84% of people say they have been convinced to buy a product or service after watching a marketing video.

Cisco estimated that by 2022, 82% of all global internet traffic was generated by videos, and HubSpot revealed that 54% of people want to see more video content from the brands they follow, indicating a demand for richer audiovisual experiences.

Need more? I think not, right?

Next, here are the coolest trends in audiovisual production for the upcoming year to put on our planning radar.

Immersive and Interactive Videos

Technologies such as augmented reality (AR), virtual reality (VR), 360-degree videos, and interactive apps allow consumers to actively participate and interact with content, providing experiences that go beyond simple viewing.

The use of these tools also responds to the growing consumer demand for more engaging and personalized experiences and facilitates the creation of a strong emotional connection, which is a huge step towards customer loyalty.

It is possible to transport the customer from their home to spaces like stores, cars, and events, allowing them to have a fun experience or create engaging stories and let them choose the ending that resonates most with them.

The more actions customers can take with our content, the more information they provide about what they expect from the products, services, and brands we are advertising.

AI for Personalization

The trend of personalization driven by artificial intelligence (AI) is transforming advertising audiovisuals by enabling brands to create highly relevant content for their target audiences.

AI helps analyze consumer behavior data and preferences, assisting in creating videos that adapt to the individual needs of each user, such as specific messages, suggested products, and even narrative variations.

This approach not only increases engagement but also improves conversion rates, as consumers feel more connected to content that speaks directly to their experiences and interests.

Just as Spotify provides a personalized year-end recap for its users, companies can deliver a story with characters that say things that perfectly match their audience. The tools are available.

Cultural Fusion and Representation

After the Colors of Benetton and the Black Lives Matter movement, it may seem that representation in advertising comes in waves, but the "Diversity in Advertising" report by the Association of National Advertisers (ANA), published in 2019, analyzes how the representation of diverse cultures and ethnic groups in advertising campaigns not only improves brand perception but also increases engagement and consumer loyalty.

By incorporating varied cultural elements, brands not only expand their reach but also promote inclusion and identification.

In 2020, Bodyform, a brand of feminine hygiene products, produced a video about the lives of its target audience and the different facets of women's lives in general. There isn't just one story for our customers.

Sustainable Technology

The trend of sustainable technology in advertising audiovisuals involves the use of practices and tools that minimize environmental impact during content production and distribution. This includes using energy-efficient equipment, virtual filming solutions, and chroma keying, as well as adopting production processes prioritizing sustainability. I made a post just about this if you want to dive deeper into the discussion.

The advantages of this approach are clear; it not only reduces the carbon footprint of campaigns but also positions brands as responsible and conscious regarding environmental issues, which resonates positively with the growing wave of consumers increasingly concerned about global warming and its impacts.

BMW's campaign, "The Small Escape," used virtual production to recreate historical settings in Berlin during the 1960s, allowing for a highly complex narrative without the need for extensive physical locations. Virtual production allowed the creative team to manipulate environments efficiently and sustainably, reducing the need for travel and physical construction, which also helped decrease the carbon footprint of the production.

Social Media and User-Generated Content

This trend will continue to grow, with TikTok becoming an essential platform for brand marketing strategies due to its ability to reach audiences, especially among younger generations. The platform encourages creativity and virality, in addition to offering precise targeting tools and a variety of advertising formats, such as in-feed ads, sponsored hashtag challenges, and augmented reality filters, which allow the creativity of creative teams to flourish.

The advanced targeting offered by social media as a whole allows brands to direct their audiovisual content to specific audiences with surgical precision, maximizing return on investment.

Moreover, by encouraging users to create and share their own brand-related content, companies not only expand their reach organically but also strengthen loyalty and community around their products or services. UGC offers a genuine and trustworthy perspective, as the audience tends to trust recommendations and experiences from other consumers more than traditional advertisements. Incorporating UGC into audiovisual campaigns not only reduces production costs but also creates a valuable feedback loop.

Streaming Content and Podcasts

Going beyond traditional advertising and blending brand messages within engaging narratives and entertainment content that consumers are already willing to consume is becoming increasingly essential now that we can choose what to watch.

By sponsoring or co-creating streaming series and podcasts, brands have the opportunity to position themselves as part of the content, generating greater affinity and recall. This is particularly effective on streaming platforms, where consumers seek immersive and uninterrupted experiences.

For brands, this trend offers a chance to explore new formats, such as sponsored documentary series, fictional miniseries, or special podcast segments that can tell authentic and more relevant stories.

Red Bull is a classic example of success in this area, but the "Barbie" movie also made waves. GE also created a podcast called "The Message," a science fiction thriller that quickly became a hit. The series is not just entertainment; it also conveys GE's commitment to innovation and technology, presenting themes related to its areas of operation.

Cloud Gaming

The trend of digital gaming, driven by advancements in cloud gaming, is becoming a powerful force in advertising audiovisuals, offering brands unique opportunities.

In cloud gaming, games are streamed directly from the cloud, eliminating the need for powerful hardware and allowing an even larger audience to access high-quality games across various devices. This expands the reach of advertising campaigns, as brands can connect with consumers anywhere, anytime.

Brands can create content that is directly integrated into cloud games, such as custom scenarios, sponsored missions, or branded items that players can use. Moreover, cloud gaming allows for real-time data collection, enabling brands to create personalized and highly targeted ads. This way, players can receive offers and promotions that are relevant to their specific interests and gaming habits.

The eGaming audience is rapidly expanding, with around 30 million enthusiasts in Brazil, and forecasts indicate that the market will continue to grow, surpassing $4.8 billion globally by 2030.

Korean Wave

The Korean Wave, or Hallyu, represents the growing global popularity of South Korean culture, encompassing music, cinema, fashion, and other cultural aspects. This cultural wave has been fueled by phenomena such as K-pop, with bands like BTS and BLACKPINK gaining fans worldwide, and Korean dramas gaining prominence on international streaming platforms.

For advertising audiovisuals, the Korean Wave offers incredible opportunities for brands to connect with their audience through collaborations with Korean cultural icons and by incorporating aesthetic and narrative elements characteristic of this culture.

As digital penetration increases and streaming platforms continue to grow, the Korean Wave promises to maintain its relevance and expand its reach, becoming an essential trend for marketing and advertising in the coming years.

A trend is a signal, not a recipe. Not every brand needs augmented reality or K-pop in its commercial. What I take from this list is the question behind each item: how do you get the audience to take part, see themselves on screen and want to stay until the end?

If your next project answers that question well, it’s already ahead, with or without new technology.

So, which of these trends have you actually seen happen in your work? Tell me in the comments.