Digital marketing trends this spring: The way UK consumers engage with brands is changing rapidly in 2025. Shifting economic conditions, sustainability concerns, and the rise of social media as a discovery tool are forcing brands to rethink their digital strategies.
This year, brands are investing more in AI-powered personalisation, influencer marketing, experiential campaigns, and direct-to-consumer engagement. But which trends actually matter, and how are brands adapting?
Spring 2025 Digital Marketing Trends in Action
Brands are not just observing consumer trends—they’re acting on them. Here’s how some UK businesses are shifting their digital marketing strategies in response.
Influencer Marketing Takes Over Traditional Advertising
Consumers trust real people over corporate branding, pushing brands to double down on influencer-led marketing.
- Unilever is shifting 50% of its ad budget to influencer partnerships, up from 30% last year.
- Micro-influencers (10k-50k followers) drive 60% more engagement than brand-owned content.
Example: Unilever’s new influencer-led strategy across Instagram and TikTok is designed to make its brands feel less corporate and more authentic, addressing consumer distrust (Source: Financial Times).
Short-Form Video & Experiential Content Dominate Social Media
With TikTok and Instagram Reels outperforming static posts, hospitality brands are pivoting to immersive storytelling.
- Wagamama’s new campaign features a split-screen video of open-water swimmers warming up with ramen, combining experience-driven storytelling with strong brand visuals (Source: Campaign Live).
Why it works: This approach taps into the lifestyle-driven content trend, making food experiences aspirational rather than just transactional.
AI-Powered Personalisation Increases Engagement & Sales
AI is now being used not just for ad targeting but for full-scale content personalisation.
- AI-driven dynamic pricing models are helping food delivery apps increase order value by 18%.
- AI-powered email marketing is boosting open rates by 30% with personalised product recommendations.
Example: Pizza Pilgrims is testing AI-driven Meta Ads that adjust targeting in real time, leading to lower ad spend and 40% higher conversions.
Sustainability Is a Digital Marketing Priority
Consumers want transparency when it comes to sustainability, and Google and Instagram’s algorithms are rewarding brands that highlight eco-friendly efforts.
- Google’s new ranking algorithm boosts sites with clear sustainability policies.
- Instagram search favours brands that include eco-friendly keywords in posts and captions.
Example: Hawksmoor has integrated carbon footprint labels into its digital menus and SEO strategy, increasing organic search traffic by 18% (Source: Hawksmoor).
Where Should Brands Focus in 2025?
Spring 2025 is proving that digital marketing in UK hospitality is more competitive than ever. The brands winning right now are the ones that are:
- Using influencers instead of traditional ads
- Prioritising video and experiential content
- Investing in AI for hyper-personalisation
- Focusing on sustainability and transparency