The digital marketing landscape is in constant motion, and 2025 is a year of accelerated change. For businesses in North America, keeping pace with trends in advertising and social media isn’t a choice—it’s a necessity for growth. The strategies that worked just a year ago are now being optimized by advancements in AI, shifts in consumer behavior, and the expanding role of platforms beyond simple social connection. The key to success is to move with intention, focusing on strategies that build authentic connections and provide measurable results.
Here is a guide to the most impactful trends shaping digital advertising and social media in both the U.S. and Canada.
Artificial Intelligence is no longer a futuristic concept; it is now central to how brands advertise. In 2025, AI is being used to streamline processes and personalize the entire ad experience. It is helping marketers generate ad copy, create eye-catching visuals, and even produce short-form video ads at scale, tailoring messaging to individual users in real-time.
This level of precision is driving results. According to a 2025 Adobe report, 64% of organizations using generative AI for content creation have reported faster production and higher content volume. This means each user will see the most relevant and engaging version of an ad, which can lead to higher conversion rates and more efficient ad spending.
As the cookieless future becomes a reality, marketers are shifting away from third-party data and moving toward contextual targeting. This approach places ads within content that is relevant to the product or service, without relying on user tracking. For example, a sports clothing ad might appear on a blog about marathon training. This strategy is proving effective as it ensures ads are seen by an audience with clear interest.
Zero-party data, information that customers willingly provide, is also becoming a key asset. Consumers are more concerned about their privacy than ever, and they are willing to share information if they receive a better, more personalized experience in return. Brands are using interactive quizzes, surveys, and preference centers to gather this valuable information, building trust and engagement in the process.
Social media is no longer just for brand awareness. In 2025, platforms like TikTok, Instagram, and Facebook have fully evolved into commerce hubs. Features like in-app purchasing, shoppable posts, and live shopping events allow consumers to move from product discovery to purchase without leaving the app. This seamless checkout process is dramatically shortening the sales cycle.
Social commerce is growing rapidly in both the U.S. and Canada. In the US, social commerce sales are projected to reach approximately $85.58 billion in 2025. For brands, this means creating a social presence that is not only engaging but also directly tied to sales.
Video content continues to dominate the digital landscape, with short-form video in particular driving the highest engagement. Platforms like TikTok, YouTube Shorts, and Instagram Reels have become primary channels for entertainment and brand discovery. Consumers, particularly younger generations, prefer to learn about products and services through short, dynamic videos.
According to a 2025 HubSpot report, 21% of marketers state that short-form videos deliver the highest return on investment. This trend is pushing brands to be more creative and flexible with their content, often opting for an unscripted, authentic tone that builds trust with their audience.
Influencer marketing has evolved beyond mega-celebrities with millions of followers. In 2025, the focus has shifted to micro-influencers and nano-influencers who have smaller but highly engaged and loyal communities. These creators often specialize in a specific niche and are seen as more trustworthy and relatable.
Working with micro-influencers allows brands to reach a targeted audience and drive higher engagement. Data from a Sprout Social report suggests that 59% of marketers plan to increase their partnerships with influencers in 2025, demonstrating the growing importance of this strategy for reaching specific demographics and building authentic relationships.
Search is changing. In 2025, users are not just typing keywords; they are using voice, images, and video to search for information. This trend is leading to the rise of multimodal search, where AI-powered search engines can interpret more complex queries.
For advertisers, this means going beyond traditional text ads. The most effective campaigns will incorporate a diverse range of content, including video, high-quality images, and infographics. Optimizing for voice search, by using conversational keywords and structuring content with FAQs, is also becoming a critical part of a successful search strategy.
Your Next Step: Building a Cohesive Strategy
The digital advertising and social media trends of 2025 emphasize one key principle: a successful strategy is a human-centered one. By leveraging technology to build more personal connections, focusing on privacy-friendly data, and creating content that is authentic and engaging, you can build a marketing engine that is both powerful and resilient.
AI will not replace marketers, but it will change how they work by automating repetitive tasks like content generation and data analysis, allowing them to focus on high-level strategy and creativity.
Yes. While newer platforms are growing, Facebook and Instagram remain central to many campaigns. With the help of AI, they still offer powerful audience targeting and are key channels for social commerce and brand awareness.
The shift to short-form video is the most significant trend. Brands that are not consistently creating video content on platforms like TikTok and Reels are missing a major opportunity to connect with their audience.
The key is to prioritize zero-party data. By asking customers for their information in exchange for a better experience, you build a foundation of trust that sidesteps privacy concerns.
While many trends are the same, Canadian trends are often influenced by unique privacy laws (like Bill C-27), the bilingual market (English and French), and a consumer base that often values local, community-focused content.
Adaptability. The digital landscape changes rapidly. Businesses that stay ahead are those that are agile enough to test new platforms, respond to changing consumer behavior, and continually refine their strategies.
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