From the rise of social search to AI powered content management, 2025 promises to be a pivotal year for boutique brands. In this article, our in-house experts unpack the key trends redefining the industry and share insights to help you stay ahead of the curve.
Digital Marketing
GEO IS THE NEW SEO
As we move into a new era of digital search, GEO (Generative Engine Optimization) is emerging as the next evolution of SEO. With the debut of SearchGPT, a cutting-edge search engine integrated directly into ChatGPT and set to launch by the end of 2024, brands are rethinking how they optimise for search visibility.
Here’s why GEO is set to become an essential focus:
Answers First, Source Credited: SearchGPT’s model prioritises answering user queries instantly, with sources referenced rather than traditional link-based search results. This approach enhances trust but also requires content to be highly relevant, concise, and easily digestible.
New Traffic Channel: SearchGPT could become a powerful source of clicks and traffic for brands. We already see a steep increase in website traffic coming from ChatGPT, which even resulted in bookings. GEO strategies, like crafting well-targeted, clear, and informative responses that align with generative AI responses, will be vital for boosting visibility within this ecosystem.
Reinventing Search Optimisation: Unlike traditional SEO, which focuses on keywords, GEO emphasises context, quality, and how well content serves a specific user need. As generative AI becomes a primary gateway to information, brands will need to prioritise content that is both factual and conversational to capture and convert this emerging traffic.
THE RISE OF SOCIAL SEARCH: REACHING GEN Z AND BEYOND IN 2025
Social media is swiftly emerging as a primary search tool, especially among younger audiences. Consumers are increasingly turning to platforms like Instagram, TikTok, and YouTube—not only to connect and follow but to discover new brands, seek recommendations, and find travel inspiration. For Gen Z, in particular, social channels are evolving into their go-to "search engines" for everything from brand discovery to local tips, bypassing traditional search engines like Google.
While Google continues to dominate across most age groups, new studies by SOCi and Forbes show a notable shift. Nearly half of Gen Z users now prioritise social media over traditional search engines for information, relying on peer feedback, influencer recommendations, and real-time content. However, for users over 44, Google remains firmly the search tool of choice, with social media usage dropping sharply among these demographics. In fact, Forbes Advisor reported that while 84% of the U.S. population still turns to search engines for brand searches, there’s a clear generational divide: 94% of Baby Boomers use traditional search for brand discovery, compared to only 64% of Gen Z, illustrating a 30% drop.
Creative & Branding
BRANDING FOR INSIDERS: THE RISE OF COMMUNITY-CENTRIC STORYTELLING
In 2025, brands will shift their focus towards engaging their core community—the insiders. These are the fans who know the brand’s history, value its craftsmanship, and care deeply about the details. They’re the aficionados who can tell the difference between a well-crafted product and a surface-level trend. Instead of aiming at a broad audience, brands will be honing their brand activations around these loyal followers, designing experiences that speak directly to their interests and passions. These ‘brand insiders’ will drive authentic, long-term buzz that feels genuine, creating a ripple effect of excitement through word-of-mouth endorsements and organic advocacy.
THE CRAFT RENAISSANCE: CELEBRATING MAKERS, NOT INFLUENCERS
2025 will see a renaissance in craftsmanship, with brands elevating the story behind their products and focusing on the people who create them rather than relying solely on influencer appeal. Legacy stories, archival inspiration, and the authentic details of craftsmanship will become central to brand narratives. This shift will encourage a more intimate connection between brands and consumers, where appreciation for the process and skill behind each product resonates more than polished social media campaigns. Brands that shine a light on their makers, celebrate the craft, and prioritise quality over quantity will stand out in an increasingly discerning market.
Website development
AI-POWERED CONTENT MANAGEMENT AND FAST UPDATES (MORE FLEXIBILITY)
In 2024, artificial intelligence is increasingly transforming how websites manage content. AI tools are being used to automatically create high-quality content like blog posts, product descriptions, and videos. This reduces the time and effort needed from humans. AI also helps organise and update content based on real-time data and user behaviour, keeping websites current and relevant. Additionally, AI makes it easier to customize content for different audiences quickly, allowing businesses to respond to market changes without much manual work. This trend of using AI for content management is expected to grow, making websites more flexible and engaging over time.
HIGHER USER EXPECTATIONS: SIMPLER FEATURES WITH COMPLEX BACKENDS
In 2024, users are expecting websites to offer more simple and seamless functionalities all in one place. They want everything they need without having to navigate multiple sites or tools. To meet these expectations, websites are becoming more dynamic and integrated, combining features like shopping, social interactions, and content consumption into a single platform. Behind the scenes, this means websites are handling more technical complexity to support these easy-to-use features. As this trend continues, websites will become more like all-in-one platforms, offering a smooth and unified user experience while managing greater technical demands in the background.
Public Relations
A MORE HUMANIZED APPROACH
Human experiences are at the core of hospitality. A more humanized approach is a strong and steady trend that’s being practised more frequently and is a fantastic opportunity for experienced focused brands' PR strategies. Audiences are yearning for more authentic interactions with brands. Using humour and empathy to make the most of this trend and your PR campaign. Technology can be a great tool for finding out about your target audience, but PR experts and media are more needed than ever to ensure a human connection and authentic messaging, without consumers being suspicious that content is fake or incorrect. Authentic stories from within are less generic than those AI-built. Search for real customer success stories. Consumers sprint across many platforms, searching for engaging and relevant content that fits their interests. The same applies to your media approach. At The Orange Studio, we tailor every pitch to the media individually. A well-crafted personalized media pitch engages people as well as media and has a higher chance of being selected by journalists and other media outlets and platforms.
SEO & PR
In 2025, the synergy between SEO and PR is more crucial than ever for digital marketing success. SEO ensures discoverability through search engines like Google, while PR amplifies visibility by fostering trust and credibility via earned media. Together, they create a powerful cycle: PR-driven backlinks enhance SEO rankings, while SEO insights, like keyword research, refine PR messaging to resonate with target audiences. This integrated approach not only improves domain authority and brand reputation but also drives user engagement and conversions. Businesses that merge these disciplines can unlock exponential growth, leveraging the strengths of both to dominate the competitive digital landscape.
