1. Authenticity as a Driver of Trust

Consumers are increasingly skeptical of overly polished, marketing-heavy messages. What are they looking for now? Human, sincere, and even vulnerable communication.
Brands that own up to their mistakes, share behind-the-scenes content, or tell authentic stories build strong emotional connections.
💡 Example: “Day in the life of...” formats or employee testimonials are booming on TikTok and LinkedIn.

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2. The Reign of Short and Engaging Video

Video remains the most consumed content format—but the rules have changed:

- Short duration (15 to 60 seconds)

- Dynamic editing

- Subtitles and hooks in the first few seconds

- A light, direct, or educational tone

Platforms like TikTok, Instagram Reels, and YouTube Shorts have reshaped expectations. Brands must now create snackable content while staying true to their identity.

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3. Artificial Intelligence: A New Creative Lever

Generative AI is transforming the creative process. Whether it’s generating visuals, enhancing copywriting, or crafting interactive experiences, AI offers time savings, finer personalization, and boosted creativity.
But be careful: AI is a tool, not a goal. The brands making the most of it are those that retain a human voice and a clear strategic vision.

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4. The Rise of Conversational Marketing

Online users now expect fast, personalized, and interactive responses.
Smart chatbots, voice messages on social media, and interactive content (quizzes, polls, multi-choice stories) promote real-time communication.
Conversation becomes not only a conversion channel, but also a powerful loyalty tool.

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5. The Rise of Responsible Communication

In 2025, consumers expect brands to take a stand. Companies are increasingly called on to:

- Support social or environmental causes

- Communicate in an inclusive way

- Be consistent between what they say and what they do

Transparency is no longer optional — it’s a key factor in both choice and loyalty.

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6. Augmented Reality and Immersive Content

Immersive technologies (AR/VR) open the door to new communication experiences: trying on a product from your couch, visiting a location remotely, or creating deeper emotional connections through 3D environments.
These formats are still emerging but are gaining traction, especially in luxury, events, and training sectors.

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Conclusion

Today’s communication is constantly evolving — shaped by digital habits, technological shifts, and social expectations.
For a brand, the challenge is to adopt the right formats, dare to experiment, but above all, stay aligned with its values and audience.

By staying attuned to these trends and crafting a tailored strategy, brands can not only capture attention but also build meaningful relationships.

🚀 Want to adapt your communication to current trends? The Esekai team supports you in creating innovative, human, and high-performing content.