Hey readers! Welcome to 2025’s first edition of our marketing newsletter!

Welcome to the New Year edition of your favorite marketing newsletter! šŸŽ‰ As we kick off 2025, the snow is falling, the resolutions are (hopefully) still going strong, and TikTok might just have a little less to celebrate this year. Who knew the coldest thing this winter wouldnā€™t be the weather, but a nationwide ban? šŸ„¶

This month, weā€™re all about helping you prep for whatā€™s ahead: from insights on emerging trends, tips for navigating the evolving social media landscape (spoiler: you might need a plan B for TikTok campaigns), to strategies to keep your marketing campaigns as evergreen as a freshly plowed driveway.

So, grab a cup of cocoa (or your third coffee – we listen and we donā€™t judge), wrap up in your coziest blanket, and dive in. Letā€™s make 2025 the year your marketing thrives – violently cold temperatures or not. ā˜ƒļø

Hereā€™s to fresh starts, bold strategies, and zero frostbite. šŸ˜‰

Cheers,

~ The Editors

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Graphs, Charts, and Data ā€“ Oh My! 

New Year, New Stats

Get ready to dive into the exciting trends and stats shaping the year ahead. From tech takeovers to generational game-changers, hereā€™s what you need to know:

  1. Gen Zā€™s Workforce Glow-Up
    Over 58% of Gen Zers will be in their 20s by 2025, with 72% of those aged 20-24 already making waves in the workforce. Their rising influence means a powerhouse of spending and fresh workplace vibes.
  2. Gen Alpha in the Spotlight
    By 2025, Gen Alpha (born 2013-2024) will make up 14% of the US population, sparking new trends in tech, education, and buying behavior. Watch out, worldā€”theyā€™re coming in hot!
  3. CTV: The Star of Screen Time
    Connected TV (CTV) will soak up nearly 20% of US adultsā€™ media time in 2025. While ad spend hasnā€™t quite caught up yet, this is a golden opportunity for brands to claim the remote.
  4. Gen AI Needs a Trust Boost
    Despite the buzz, over 70% of U.S. adults are still side-eyeing AI-generated search results. The lesson? Transparency and trust are must-haves for AI-powered tools.
  5. Social Content Fuels E-Commerce
    Short-form videos now sway over half of US social shoppers, with live and long-form videos playing key roles too. Itā€™s proof that social media is where shopping magic happens.
  6. Mobile Shoppingā€™s Big Moment
    In 2025, more than 78% of consumers will shop via smartphones, with mobile sales making up 46.1% of e-commerce. A seamless, mobile-first shopping experience is the new standard.
  7. AI Agents Take the Stage
    AI-powered agents are revolutionizing business, making 2025 the year companies embrace smarter operations and hyper-personalized experiences. Efficiency just got an upgrade!
  8. Google and Bingā€™s AI Makeover
    Search engines are leaning hard into generative AI, transforming how we find info online. Say hello to smarter, faster, and more innovative search experiences.
  9. Influencers Build More Trust
    As influencer marketing evolves, trust in creators is on the rise. Brands are doubling down on influencer collaborations to drive engagement and sales – because fans listen!
  10. Shoppers Crave Personal Touches
    Shopping is becoming more personalized, mobile, and social-driven. Platforms like Instagram and TikTok are connecting brands with younger audiences like never before.

Source: eMARKETER

Upcoming Webinars & Events

Enjoy this list of hand-selected webinars and in-person events that excite our team or where you might find us! This list was independently curated by our Editors for this edition of AdParlorā€™s Newsletter, weā€™re not sponsored by any feature. 

ANA Creator Marketing Conference

WHEN: January 29-30 (Moved to virtual due to California wildfires)

Register HERE

The creator economy is poised to reach half a trillion dollars by 2025. At the ANA Creator Marketing Conference, January 29-30, 2025, learn how brands across all verticals are tapping culture, trends, and new technologies to authentically connect with consumers and fuel growth. Hear innovative case studies, the latest trends, and connect with marketers at the forefront of influencer and creator marketing.

WHEN: ON DEMAND

Watch HERE

Amazon and Walmart combined will account for more than 84% of all retail media ad spending in 2025, according to an EMARKETER forecast. Staying ahead in an increasingly competitive retail landscape means mastering the intersection of technology and consumer preferences. In this Meet the Analyst Webinar, principal analyst Sky Canaves and senior analyst Blake Droesch will unveil critical trends reshaping retail, from AI innovations to loyalty program evolution.

EMARKETER Summit: The Creator Economy

WHEN: February 7, 11:30-1:30 PM EDT

Watch HERE

2025 is shaping up to be a transformative year for the creator economy. With creators becoming central to brand strategies, this event will explore the trends defining their growing influence, from AI-powered tools to multi-platform scalability. Join EMARKETERā€™s Jasmine Enberg and Sarah Marzano, alongside other industry experts, for in-depth panel discussions and insights.

Case Study Feature: How a leading electronics brand launched Big on TikTok

image showing a security camera and tiktok logo for a case study

The goal was to drive awareness and consideration for a new home security camera. AdParlor partnered with 108 diverse creators to showcase the product authentically while applying paid amplification to maximize reach and drive traffic to TikTok Shop and Amazon.

The Results?

  • 2.5M paid impressions
  • 166% lower CPM than the benchmark
  • 6.9M organic video views

See the results and discover how this approach worked by reading the full case study here.

A Timeline Of The TikTok Ban ā€“ Whatā€™s Next?

TikTok app logo on a smartphone screen TikTok Ban

Since its rise to prominence, TikTok has revolutionized the digital landscape, reshaping how audiences consume content and how businesses engage with them. From viral challenges to the more open algorithm, TikTok has become a cornerstone of paid media and creator strategies, particularly for brands aiming to capture the attention of Gen Z and Millennial consumers. 

However, TikTokā€™s journey in the U.S. has been marked by concerns over national security and data privacy, leading to years of legal battles, political scrutiny, and regulatory debates. The TikTok ban saga serves as a case study in the intersection of national security, global tech policy, and digital marketing. For advertisers, itā€™s a reminder of the importance of adaptability and the potential risks of over-reliance on any single platform. In this article, weā€™ll explore TikTokā€™s challenges in the U.S. and their profound implications for paid media, influencer marketing, and the broader digital ecosystem ā€“ AND provide a POV on how advertisers and brands can respond.

ā†’ to see a full timeline of the TikTok ban, check out the full article.

Impacts on Digital & Creator Marketing 

Economic Repercussions:

TikTok supports 224,000 U.S. jobs and contributes $24.2 billion annually to the GDP. A ban would disrupt this ecosystem, particularly for small and medium-sized businesses reliant on TikTok for marketing.

Influencer marketing on TikTok, a cornerstone of many brandsā€™ digital strategies, would face potential collapse. Advertisers may struggle to replicate TikTokā€™s unique engagement metrics on alternative platforms.

Shifts in Content Strategies:

Brands may pivot to Instagram Reels, YouTube Shorts, or other video-first platforms to compensate. However, these alternatives may not replicate TikTokā€™s unique algorithm and cultural resonance with younger audiences.

The absence of TikTokā€™s unique algorithm could hinder the ability to achieve viral success, which many advertisers have leveraged for cost-efficient campaigns.

Broader Digital Advertising Trends:

The ban underscores the vulnerability of platform-dependent marketing strategies. It highlights the need for brands to diversify their paid media portfolios.

The ongoing uncertainty creates hesitation among advertisers, reducing the efficiency of ad spend during critical retail periods like Black Friday.

A reduction in platform diversity may have an inverse effect on costs to run paid media on other social platforms, potentially increasing CPM averages.

What Next? Our Recommendation For Advertisers

Updated as of 1/22/25 following the Presidential executive order* 

While the complete disappearance of TikTok in the U.S. seems unlikely given the executive order, the platformā€™s future is undeniably in flux with many unknowns. In this environment, brands need to balance optimism with preparedness. Hoping for the best while planning for the worst is not just a smart strategy – itā€™s essential.

At AdParlor, weā€™re working closely with our clients to navigate this uncertainty. By providing regular updates on developments and implementing diversified social media strategies grounded in test-and-learn agendas and data-driven insights, weā€™re ensuring the brands we work with remain agile and well-prepared. 

For those brands who paused TikTok campaigns ahead of the weekend, we recommend re-launching while simultaneously planning for the possibility that users and creators may migrate to other platforms if uncertainty persists. This shift presents an opportunity for marketers to reimagine and optimize their media mix. 

For brands that have chosen to remain paused, we advise ensuring that initial platform budgets and strategies are ready to go at a momentā€™s notice, enabling a swift reactivation on TikTok when or if the decision is made to move forward.

As the dust settles around TikTokā€™s uncertainty, here are our top recommendations and strategies to effectively leverage alternative platforms:
  1. Instagram Reels
    1. Seamless transition for TikTok users, creators, and brands.
    2. U.S. user base of ~150 million
    3. Offers short-form video mechanics with a strong content discovery engine.
  2. YouTube Shorts
    1. Appeals to Gen Z and Millennials with snackable, TikTok-like content.
    2. Opportunity to connect short-form and long-form storytelling for cohesive campaigns.
    3. Can leverage Google Search Intent audience signals as part of your targeting strategy.
  3. Snapchat
    1. Reaches 75% of 13 to 34-year-olds, making it ideal for targeting younger audiences similar to TikTok.
    2. Offers engaging dynamic ads, sponsored filters, swipe-up CTAs, and precise geo-targeting.
    3. Competitive CPMs compared to TikTok and Instagram, making it cost-effective.
  4. Connected TV (CTV) and Video Streaming
    1. Targeted advertising that can granularly reach specific audiences based on demographics, interests, and viewing habits against brand-safe premium streaming content and platforms.
    2. Ability to measure real-time performance that allows you to refine and optimize for increased ROI. 
  5. Emerging Channels
    1. Platforms like RedNote and Clapper are gaining traction and could grow in TikTokā€™s absence.
    2. Reddit, with its 66-million Logged-In U.S. user base, offers opportunities to target engaged niche audiences.

The most likely beneficiaries of any reallocated ad spend would be Meta and YouTube, which are poised to capture significant market share. However, this period of uncertainty also presents a unique opportunity for brands to diversify and explore new channels.

AdParlorā€™s approach is simple: stay agile, stay informed, and stay diversified. By proactively adjusting strategies and exploring emerging opportunities, brands can not only weather this disruption but emerge strongerā€”no matter how the TikTok story unfolds. If youā€™re looking to future-proof your campaigns, please feel free to reach out to our team of experts for support.

Read the full blog for more information HERE.

Hot Takes for 2025

image showing fire highlighting AdParlor hot takes on trends

The Spiciest Marketing Predictions from Team AdParlor!

New year, new trends, new takes! We asked our team to share their boldest predictions for whatā€™s coming in 2025 – from TikTokā€™s fate to AI influencers taking over, here are the marketing hot takes thatā€™ll have you thinking, laughing, or nervously sweating. šŸ˜…

Got a hot take of your own? Slide into our DMs! šŸ˜‰

  • Brands Will Ditch Mega-Influencers for ā€œMicro-Communitiesā€ Instead of chasing influencers with millions of followers, brands will prioritize small, niche-driven communities. The future is less about reach and more about hyper-engagement – think private Discord servers, subscriber-only Instagram pages, and close-friend content that builds deep loyalty over mass awareness.
  • AI AI AI. It’s an annoying buzzword at this point, but I have a feeling it’s going to have a major impact on the creator ecosystem and economics as a whole. We’re in just the beginning and will escalate exponentially this year.
  • TikTok will see a renaissance in content creation and popularity as users will flock in droves once itā€™s been bought by an American company.
  • TikTok’s US ban will be a blessing in disguise for Meta’s Threads, which will finally gain traction with Gen Z.
  • Metaā€™s new moderation policy will likely be rolled back and replaced with something in between what it was and its current state, as platforms have struggled for years to balance the scales of moderation.