Summer 2025 is here, and the ad world is buzzing with new ideas. If you’re running campaigns or planning to, now’s the perfect time to see what’s working and what’s catching people’s attention.
1. AI Helps You Get Personal
AI isn’t just some futuristic promise anymore. It’s become part of everyday marketing. Brands are using it to figure out what people like, when they’re most likely to buy, and how to show them the right offer at the right time.
If you’ve noticed ads that feel like they know exactly what you’ve been thinking about, that’s AI at work. This summer, expect even more campaigns that feel tailored just for you.
2. Short Videos Still Rule
Quick, catchy videos are still the easiest way to grab attention. TikTok, Instagram Reels, and YouTube Shorts keep growing because people love watching short clips that get straight to the point.
Brands are making everything from 10-second product demos to behind-the-scenes glimpses that feel real and relatable. If you haven’t tried short videos yet, now’s the time.
Take, for example, Dyson, which we discussed in our Best Ads rubric last April. Their short video ad got people talking.
3. Shopping on Social Media
Scrolling and shopping go hand in hand these days. Whether it’s a live shopping event or a product tag in a video, more people are buying without ever leaving the app.
This summer, brands are doubling down on in-app shopping to make buying feel effortless. It’s fast, convenient, and feels like a natural part of social media.
For example, this summer brought us a trend of buying blind boxes and mystery jewelry jars.
4. Sustainability Matters
People care about where products come from and how companies treat the planet. They don’t just want good prices — they also want to feel good about what they’re buying.
Brands are sharing stories about eco-friendly packaging, fair labor, and reducing waste. Influencers are getting involved too, partnering with companies that have clear values. If you want to stand out, being transparent and responsible goes a long way.
5. Real Content From Real People
User-generated content (UGC) isn’t new, but it’s becoming more important than ever. When someone shares a photo or video of your product, it feels genuine.
This summer, brands are encouraging customers to post their experiences and reviews. It builds trust and gives you a steady stream of fresh content that doesn’t feel staged.
Take, for example, BÉIS’s human claw machine that encouraged people to play and promote their product simultaneously.
6. Nostalgia is Back
Nostalgic vibes are everywhere. From retro colors to old-school fonts, brands are tapping into memories that make people smile.
These campaigns feel comforting and familiar, especially when the world feels uncertain. A little nostalgia can go a long way in making your brand more relatable.
7. All Channels Working Together
People switch between their phones, laptops, and TVs all day long. They expect a smooth experience wherever they are.
This summer, more brands are making sure their message feels consistent across every channel. Whether someone sees your ad on their phone or connected TV, it should feel like part of the same story.
8. First-Party Data Becomes Key
With third-party cookies going away, companies are focusing on collecting data directly from their customers — think email lists, loyalty programs, and website sign-ups.
First-party data helps you understand your audience and run ads that actually matter to them. It’s also better for privacy, which builds trust.
9. AI Makes Content Creation Easier
AI tools are speeding up how teams create ads, images, and videos. You don’t have to be a big brand to take advantage of them.
Marketers are using AI to write copy, design graphics, and test what works best. It saves time and lets you try more ideas without stretching your budget.
10. Voice Search Keeps Growing
More people are asking their smart speakers or phones to find products and answers. Voice search is becoming part of how we shop and discover new brands.
If you want to stay visible, it’s worth thinking about how your content can show up in voice results.
Final Thoughts
Summer 2025 is all about being real, responsive, and ready to meet customers wherever they are. Whether you’re trying out short videos, sharing your sustainability efforts, or using AI to speed things up, there are plenty of ways to stay ahead.
Focus on what feels genuine and useful to your audience, and you’ll be in a great spot for the season ahead.
