The State of Online Marketing in 2025: What’s Working and What’s Dead

The digital landscape is shifting fast in 2025. With rising ad costs and fatigued audiences, marketers can’t afford to stick with the same strategies that worked in 2023 or even 2024.

Based on performance trends across paid search, paid social, influencer campaigns, and video content, we’re going to offer you a breakdown of what’s thriving, what’s fading, and where to explore next.

Peak Seven has led the online marketing space for over 25 years, providing expert advice across organic and paid marketing, AI, creative branding, video, and events.

Underpriced Opportunities

1. Pinterest Ads (Especially for Searchable Lifestyle Content)

Pinterest is becoming a surprising winner for advertisers. The cost to show ads (CPM) and the cost when someone clicks on an ad (CPC) are much lower here than on platforms like Facebook or Google.

Because Pinterest mixes beautiful images with people actively searching for ideas, it’s a great place to attract attention and interest, especially for wellness, fashion, food, and home-related brands. Ad costs vary based on targeting, competition, and campaign goals, so testing is key to finding what works best for your brand.

2. AI Answers (Getting Your Brand Into AI Search Results)

As search shifts toward AI-generated results in tools like Google Gemini, Lollol.ai, and ChatGPT, brands that optimize for “AI Answers” are getting ahead. Unlike traditional SEO, AI Optimization (AEO) focuses on making your content clear, structured, and semantically rich.

By using tools like schema markup, FAQ sections, and properly labeled headings, your content is more likely to be cited in AI chat tools or featured in “AI summaries” at the top of search results. Since most brands haven’t caught up yet, this is a major window to gain visibility before competition ramps up.

3. Influencer Whitelisting via TikTok Spark Ads

Spark Ads are still a budget-friendly goldmine. Running paid media through creators’ own TikTok handles (especially those with <100K followers) delivers higher ROAS and better engagement than branded content. In 2025, raw, authentic creator content consistently outperforms polished studio ads.

Our Boca Raton ad agency specializes in crafting content that resonates with everyday users seeking relatable experiences.

3. Long-Form YouTube Content (Especially in Search-Based Niches)

Though Shorts dominate social buzz, long-form YouTube is making a comeback. For educational, review-based, or evergreen topics, this format delivers deep viewer engagement and compounding organic traffic.

With solid SEO optimization, brands are building lasting digital real estate.

“Online marketing evolves almost daily. It’s a lot to keep up with, but that’s why our clients are so loyal – they know we stay on top of things like AI answers and TikTok Spark etc. so they don’t have to!” – Darren, CEO of Peak Seven 

Saturated or Fatiguing Channels

1. Meta Paid Social (Broad Audiences + Static Ads)

The days of set-it-and-forget-it Meta ads in online marketing are over. With rising CPMs and short creative lifespans (10-14 days on average), campaigns now demand ongoing testing and creative rotation. Broad audience targeting without dynamic content isn’t delivering like it used to.

That’s why our creative marketing agency is committed to continuous testing to optimize your Meta ads and expand your reach by exploring new platforms like TikTok.

2. Instagram Influencers with >500K Followers

Mega influencers have lost their shine. Algorithm updates and content fatigue have cut their reach and engagement. In contrast, micro and mid-tier creators are seeing better conversion rates due to stronger audience trust and relevance.

3. Branded TikTok Content That Feels Too Polished

TikTok users want realness. Highly produced ads feel out of place and get ignored. The winning content in 2025 is native, scrappy, and story-driven – think unfiltered, first-person, and behind-the-scenes over scripted product demos.

Where to Test Right Now

1. Reddit Ads

Still underutilized and undervalued, Reddit offers low-cost, high-intent ad space. It’s ideal for branding on a budget by targeting niche communities like SaaS, fintech, wellness, or lifestyle. But keep in mind that messaging must match each subreddit’s tone, or it may backfire.

2. AI-Powered Creative Iteration for Meta + Google

Speed is the new secret weapon. Tools like AdCreative.ai and Pencil allow digital marketers to produce and test dozens of ad variations rapidly. With platform costs climbing, creative testing velocity is becoming a key competitive advantage.

3. Organic YouTube Shorts + TikTok Collab Strategies

Organic reach isn’t dead; you just need the right content. Co-creating with niche influencers (e.g., collab filming or dual narratives) and repurposing that content across Shorts, Reels, and TikTok multiplies exposure. Native storytelling is outperforming standard UGC and ads.

Ready to Elevate Your Digital Marketing? Let Peak Seven Help Your Brand Stand Out

The landscape of online marketing in 2025 is changing fast. To win, you need to invest smartly, ditch outdated tactics, and innovate faster than your competitors. Success belongs to the adaptable, not just the loudest.

Looking for a creative digital marketing agency that gets your vision and works within your budget? From Boca Raton to beyond, Peak Seven offers the expertise and flexibility to fuel your growth with confidence.

Ready to take the next step? Click here or call us at (561) 465-3177 to partner with a team dedicated to your success.