Marketing Updates April 2025.

Bringing you what’s new in the world of content marketing.

What a month it’s been in the content marketing world! If you’ve been too busy running campaigns to keep up with the latest shifts, we’ve got your back. You’re constantly balancing the strategic view with tactical execution—and that means staying on top of what’s changing in our industry is critical but time-consuming. The past 30 days have seen some genuinely transformative updates that could significantly impact how you allocate your marketing budget and resources in the coming quarters. So, grab an espresso and a couple of biscotti, and let’s catch up with the latest.

Google Completes Core Update.
Google finished implementing its latest core algorithm update on March 27, causing significant volatility in search rankings worldwide. The update recalibrated how Google values forum content, with many forum sites experiencing substantial drops in visibility after 18 months of heightened rankings. Marketing professionals should review their content strategies, especially if they rely on forum-style engagement or have seen recent traffic changes.
Short-Form Video Now Integrates With TV Advertising.
According to recent research published on March 28, video marketing is transforming as brands strategically combine short-form social media content with traditional TV advertising. The approach creates a seamless experience across platforms, with short videos driving real-time engagement while TV ads establish brand credibility. Marketers should consider developing integrated video strategies that leverage both formats rather than treating them as separate channels.
AI-First Brand Approaches Redefine Creative Processes.
Accelerated AI adoption is fundamentally changing how brands approach creative development, as reported on March 14. Companies are now using AI to scale and personalize their advertising creative across platforms, enabling more targeted messaging at unprecedented scale. Marketing professionals should evaluate their AI readiness and consider how these tools can enhance their creative production workflow while maintaining brand quality.
Forum Content Loses Search Visibility After 18 Months.
The March 2025 Core Update has reversed the visibility gains that forum websites experienced following Google’s mid-2023 “hidden gems” update. While Reddit continues to gain visibility, many other forum sites are seeing substantial ranking declines. Marketing teams should reassess their content distribution strategies, particularly if they’ve been investing in forum engagement as an SEO tactic.
Social Teams Ditching Brand Consistency For Engagement.
Leading brands are loosening traditional marketing constraints to push creative boundaries on social media, prioritising entertainment value over strict brand consistency. This approach allows distinct voices and personas on social that may differ from branding on other channels. Marketing leaders should consider whether their social strategies could benefit from greater creative freedom while maintaining core brand values.
Generative AI Now Officially On Marketing Teams
According to Hootsuite’s latest research, generative AI has moved beyond experimentation and is now an official member of marketing teams. The technology is being increasingly trusted for content creation and strategic input rather than just supporting roles. Marketing professionals should ensure they have proper AI integration plans to remain competitive and leverage these tools effectively.
Zero-Click Searches Now Dominate Google Results.
Recent data shows 58.5% of US-based Google searches are now “zero-click,” making ranking for featured snippets and AI overviews critical for visibility. This fundamental shift in search behavior requires marketing teams to adjust their content strategies to optimize for these prominent positions rather than traditional organic clicks alone.
Social Listening Drives Performance Marketing Evolution.
Social listening tools are evolving beyond monitoring to become central to performance marketing strategies. This trend enables more precise trendjacking and audience targeting based on real-time conversation analysis. Marketing leaders should evaluate their social listening capabilities and consider how these insights could better inform their performance marketing tactics.

As we’ve seen, the marketing landscape continues to shift beneath our feet at an astonishing pace. From Google’s algorithmic upheaval to the fascinating integration of short-form video with traditional TV advertising, staying ahead requires both adaptability and strategic foresight. While some of these trends might seem intimidating, they represent genuine opportunities for forward-thinking marketing leaders willing to experiment and evolve.

What’s particularly striking is how video sits at the intersection of many of these changes—whether it’s the rise of zero-click searches (where video snippets often dominate), the merging of short-form and traditional video content, or the use of AI to scale video production. Your ability to create and deploy diverse video assets across multiple channels has never been more valuable.

The question isn’t whether you should be investing in video content, but rather: are you maximising the value and versatility of every piece of footage you commission? To create unlimited video content from your next shoot day and truly capitalise on these emerging trends, get in touch today.

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