The media landscape is evolving at lightning speed and as communication professionals, staying agile and ahead of the curve has never been more critical. In 2025, the focus is shifting towards cutting through the noise, in order to foster genuine, meaningful connections. The days of mass-distribution press releases and flashy influencer partnerships are fading, with executives increasingly questioning the ROI of these tactics. Instead, people are craving authenticity, intimacy and real stories that foster engagement.
Over time, brands and communicators have learnt – a process that is still in progress – that less is more. It’s about focusing on the right moments and the right audiences, rather than trying to be everywhere at once.
Human Stories Take Centre Stage
Consumers in 2025 are no longer impressed by flashy campaigns or corporate jargon. Instead, they want authentic, relatable stories that align with a company’s values. Influencers and creators are instrumental in delivering these narratives, often sharing personal or behind-the-scenes content that resonates.
For example, influencers like MrBeast are not just selling products; they’re creating experiences that feel authentic. From supporting charitable initiatives to launching innovative ventures, these campaigns highlight the human element that resonates with audiences.
The Rise of Localized Storytelling
For communicators practising traditional media relations, the days when national headlines carried the most impact are behind us. Today, audiences seek content that feels personal and relevant to their daily lives. Platforms like subreddit communities such as r/MarvelStudios, with over 4.4 million members, have become key spaces for brands to build authentic, lasting relationships.
This hyper-local and direct approach achieves a level of trust and engagement that broader campaigns often miss. For instance, a small business sharing its involvement in a local fundraiser may see more meaningful interactions than a national brand launching a broad, impersonal campaign.
Niche Communities are Marketing Goldmines
In an era of widespread connectivity, niche communities are becoming invaluable assets. Whether it’s a subreddit dedicated to hobbies or a curated Discord channel, these spaces give brands access to highly engaged audiences seeking tailored content and meaningful interactions.
The success of niche communities like Her Spirit, a women’s fitness network that shifted from traditional social media to its own platform, underscores the value of tailored spaces where brands and users can build deeper connections. By fostering environments for specific interests, brands not only gain visibility but also achieve authentic engagement and loyalty through shared values and experiences.
Power in the Creator Economy
With 85 per cent of CMOs investing in short-form content like Instagram Reels and 82 per cent in influencer marketing (Dentsu’s 2025 report), the creator economy continues to thrive. Creators have become a cornerstone of brand strategies, particularly when it comes to reaching younger Gen-Z audiences.
Consider the rise of influencer-led ventures, like restaurant collaborations or exclusive product drops. These campaigns underscore the growing trust audiences place in creators—trust that often extends to the brands they endorse.
Livestream and Short-Form Content Continue to Rule the Day
The surge in short-form video platforms like Instagram Reels, TikTok and YouTube Shorts highlights the demand for engaging, bite-sized content. These formats thrive because they’re optimized for quick consumption and fit seamlessly into busy, mobile-first lifestyles. Beyond capturing attention, features like live chats, polls and duet collaborations allow brands to connect with audiences in dynamic and interactive ways.
Looking Ahead
In 2025, success in media and influencer relations will hinge on embracing key trends: prioritizing localized, human-centered storytelling, tapping into niche communities and leveraging the burgeoning creator economy. Brands that thrive will be those that meet their audiences with authenticity and relevance.
by Brittany Bell, Co-Chair, Communications, CPRS Toronto