8 content marketing trends shaping 2025
Learn what the biggest B2B and B2C content marketing trends are in 2025, and how you can leverage them.
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What does content marketing look like in 2025?
As new social media platforms come into focus and the nature of content evolves, content marketing itself must also change. For brands and marketers, the goal remains the same: prioritize authentic storytelling, all while building loyalty and driving conversions. How that’s done looks quite different, though.
Technology shake-ups and shifts in content consumption have actually pushed businesses to invest more in content marketing. According to Statista, 86% of decision-makers planned to maintain or raise their content marketing budgets in 2024 — that’s no small measure.
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How does soundtracking play into content marketing?
Sound makes content sing. It teases out brand recall, emotional impact, and viewer engagement, but is often overlooked in wider content strategies. Today, we’ll assess the value of content marketing in 2025, and how music can take your campaigns to the next level.
We’ll cover:
- Using AI as a creative partner
- Video content looms large
- Audio content goes beyond podcasts
- Immersive experiences take center-stage
- Building communities through content
- Niche influencers trump mass appeal
- Using cultural relevance to kick off real-time marketing
- The lines between B2B and B2C marketing are blurring
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1. Using AI as a creative partner
We’d be remiss to start any 2025 content marketing trends list without mentioning artificial intelligence. AI tools enable hyper-personalized, dynamic content marketing across the board, covering everything from imagery to audio, video to text.
In 2025, we wager that more brands will adopt AI technology to generate scalable, relevant content — but AI’s not the sole factor in this equation. Rather, brands will balance the act of automation with authenticity, using AI to supercharge their creativity rather than replace it.
This isn’t just us being idealistic. Rather, it’s reflected in content marketers’ actions. According to Orbit Media, 54% of content marketers use AI to generate ideas. Moreover, 25% use AI to create first-draft material — we’re talking articles, scripts, whitepapers, and so on. The amount of content marketers using AI to write complete drafts, though? Just 6%.
This topic’s something we’ve taken to heart at Epidemic Sound. We’ve pioneered a stable of AI-powered tools to empower our clients’ editing needs, while also staying committed to our artists and content creator community.
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2. Video content looms large
Short-form clips on platforms like TikTok, YouTube Shorts, and Instagram Reels remain popular, but they’re not the be-all and end-all. Longer, educational videos and documentary-style content have experienced an impressive growth spurt, too. Statista research shows that X/Twitter, Facebook, and LinkedIn were the most-used platforms for content marketing in 2024.
Cross-platform soundtracking is crucial during this process. Given that nearly half (48%) of social media marketers repurpose content across multiple platforms, it pays to dot your i’s and cross your t’s. Holding the correct license ensures that your content marketing material is safe and monetizable wherever it’s published.
Live broadcast, behind-the-scenes footage, full-on documentary, or something else entirely? It’s all covered with Epidemic Sound.
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3. Audio content goes beyond podcasts
The podcast bubble hasn’t burst — it’s still a multi-billion-dollar industry — but the remit for audio content marketing has room for more bubbles in 2025. Audio-based articles, AI-generated voiceovers, and audio-first platforms provide marketers with more opportunities, targeting an audience that prefers multitasking while consuming content.
And it’s still a relatively untapped space, with HubSpot revealing that just 25% of marketers considered audio content in their 2024 strategies. This kind of content is tough to master, and relies heavily on the right mix and mastering job — we can see why some folks might avoid it. After all, when audio’s the only thing a customer has, it’d better be good.
Conveniently, Epidemic Sound’s catalog of more than 50,000 tracks and 200,000 unique sound effects and variations is that good. Our clients, like podcasting royalty Slate, rely on our catalog to elevate their storytelling.
Our direct licensing model covers your soundtracked content, wherever it may end up. Cutting up chunks of video for Instagram? No problem. Publishing a full-length YouTube Live broadcast to other platforms? You’re good to go. Read more about our music for podcasts here, and find your perfect soundtrack today.
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4. Immersive experiences take center-stage
Technological leaps in the AR and VR field have broadened the scope and raised the stakes for ecommerce opportunities. This immersive content fosters deeper engagement and can make storytelling more believable, but it also leaves more room for error.
One ill-placed sound effect here, a poorly mixed musical sting there, and the realism shatters. Well-crafted sound design takes these experiences up a notch, giving everything from interactive infographics to complete VR landscapes the polish they need.
Epidemic Sound can give your business’ sonic branding the credibility it needs, whether in the metaverse or big-box retail environments. Hit the button below to get in touch.
5. Building communities through content
Content marketing is no longer a one-way street. In 2025, the key to success is mutual community-building: customers want to see themselves, their values, their lifestyles, reflected in the content they consume. So, give it to them.
Brands have started relying more on user-generated content, community spaces, and micro- and nano-influencers — more on those in a second — to build trust. Destinations like Discord, Reddit, and private groups are practically begging for brand engagement, so long as it’s done authentically. Brands aren’t shunning the traditional broadcast strategies of old, but they are diversifying their approach.
Music’s role in this process can’t be overstated. A specific hook, beat, or lyric can draw someone in like nothing else. Top-tier soundtracking is a powerful tool that communicates your brand’s personality, hits emotionally, and helps shape a sense of belonging within the community. Not bad for “just” music.
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6. Niche influencers trump mass appeal
We’ve already discussed the value of smaller, highly engaged communities, and influencers play a part in that. Micro- and nano-influencers reach smaller, niche segments you might miss with a blanket approach, and could be considered more credible than their mega-popular counterparts.
HubSpot research shows that one third (33%) of Gen Z consumers have purchased a product based on an influencer’s recommendation in a three-month window. Put plainly, a concentrated, small-scale influencer campaign could provide as much, or even more ROI than a big-budget celebrity endorsement.
If you’re working with influencers, you’ll want that content to shine across all platforms. Our tailored licenses provide coverage for influencers and further user-generated content, allowing fans and creators to use the same soundtrack without legal hiccups.
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7. Using cultural relevance to kick off real-time marketing
We’ve all been there: you just discovered the latest meme or hot topic, only to find that it’s, well, old news. Culture moves so quickly nowadays, and brands have to keep up to align with the zeitgeist. Think of all the brands jumping on Brat Summer in 2024 — these were well-spotted, quickly delivered content marketing moments that grabbed the popular thing and ran with it.
Music is often the driving factor behind virality, building stronger, more tangible links between content and audience. Need some inspiration? Dive into our catalog of more than 50,000 tracks, and home in on what’s trending.
8. The lines between B2B and B2C marketing are blurring
B2B marketing was the “dry” one, while B2C was the “fun” one. This used to be the overriding, albeit unfair, take on content marketing. In 2025, though? It’s all changed.
The lines between B2B and B2C content marketing are now blurred. Rather than focusing on customer vs. business, brands are adopting a “business to human” approach. It makes sense — even if your content’s skewed towards business audiences, it still needs to appeal to the people behind the business.
Engaging, relatable content is the name of the game, and it can cater to everyone. B2B is usually long-form video, webinars, and other educational content; B2C leans more towards quicker, trend-based clips for social media. Either way, the soundtrack can make or break your content.
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How Epidemic Sound can help soundtrack your content marketing in 2025
No matter the size of your business or the scale of your strategy, Epidemic Sound’s got you covered. Our bespoke licenses simplify multi-platform publishing, all while offering a massive catalog bursting with diversity. More than 50,000 tracks covering everything from everything from dubstep to J-pop, Bossa Nova to ambient house, plus everything between and beyond? Sounds like a no-brainer.
On top of that, you’ll have access to cutting-edge editing tools, our expert Music Curation team, and more. Remix tracks, pluck out the stems, loop specific sections based on your footage — soundtrack your content marketing your way.
Clients including Squarespace, Salesforce, Levi’s, and more use our music and tools to bring their content to life. We’re not just offering them a catalog — we’re helping them create engaging, strategic sonic branding that sticks. Join them, and take your content marketing to the next level with Epidemic Sound.
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