Five copywriting predictions for ‘25
Trust. So hard to build. So easy to lose.
Trust-issues are going to be a big challenge for brands in 2025. Fake news is only ever a scroll away. AI hallucinations are getting trickier to spot. And confirmation bias overload is reaching new levels.
But there’s one thing that will always make brands seem more real.
The human touch.
Here are five ways we think brands will connect with their customers in ‘25. Number five will be key to everything.
1. Emotional connection will beat ‘volume’
As brands and influencers turn to AI to churn out more articles ‘at scale’, more platforms will become echo chambers. These will be full of content, but without adding much - or any - real value. It will be a matter of ‘more noise, less meaning’. In this scenario, genuine, original and thoughtful content will become more important than ever. Quality will trump quantity.
2. Big and bold
Love it or loathe it, Jaguar’s new style was a clear gear change in the car industry. And we suspect 2025 might be the year that many brands shake up their tone. Generational audience shifts. Increasingly crowded omnichannel arenas. A general pace of life that’s faster than ever. Bold brands will see opportunities to connect with their audience in new ways, where others falter.
3. Investment in training
AI has picked up a lot of copywriting donkey work in ‘24. This can be great for efficiency. But not always for consistency across a brand. Without a proper AI copy strategy in place, brands risk damaging their tone and their reputation. And eroding trust. So in this new tech world in ‘25, training will be key – to help writing and marketing teams harness (and not be hampered by) AI.
4. Dopamine drafting
2024 was the year of dopamine design. Feel good, playful, immediate – it connects on a human level. This was especially true in the CPG space where packaging took on a new role. In 2025, we think words will follow suit. Expect copy that riffs off experience rather than product. That has an emotional pull rather than a feature-first appeal. It will all be about relevance and a collective understanding.
5. Authenticity of message
Authenticity. It’s always been important but, in 2025, it will be more relevant than ever. AI and fake news is leaving audiences jaded and confused. Copy is going to need to feel more human – to connect with honesty and speak from the heart. Trust has always been key to brand building. But now it’s on a whole new level.
So there you have it. 2025 will be a new playing field, full of opportunities to connect. Speaking of which, if you’d like to chat through any of these ideas – or just chew the fat – feel free to reach out. info@inkcopywriters.com