Top Digital Media Trends for 2025

They call it disruption—we call it opportunity. As the digital media landscape shifts, we’re not just keeping up; we’re setting the pace. And with the possibility of the TikTok ban looming (after the 90-days), we’re ready for a major shakeup.

1. Rethinking Short-Form Video: Beyond TikTok

If TikTok fades away in the U.S., the demand for short-form video content won’t go with it. YouTube Shorts is already stepping up, offering a seamless experience within a platform that’s deeply ingrained in consumer habits. With stronger search integration, higher credibility and a built-in audience that spans all demographics, YouTube Shorts isn’t just an alternative—it’s a powerhouse. We’re leaning in, crafting high-impact content that maximizes visibility while keeping engagement high. And let’s not forget Instagram Reels, which continues to refine its algorithm for broader reach and conversion power.

Notes From the Field: We began A/B testing YouTube shorts against TikTok in January, ahead of the first TikTok ban, and here are some of the insights gained:

YouTube Shorts as a Traffic Driver

YouTube CPC Efficiencies: CPCs: $0.08–$0.35 (YouTube) vs. $1.30–$1.44 (TikTok).
Stronger Click-Through: 3.74% (YouTube) vs. 0.62% (TikTok).
Higher Click Volume: YouTube collectively drove nearly 4.5K clicks vs. TikTok’s combined 424 site clicks.

TikTok as an Awareness Vehicle

TikTok garnered a total of 80K video views across a single campaign, while YouTube achieved 56.7K views across the same campaign.
TikTok drives stronger in-platform engagement via video views, but YouTube achieved stronger ad engagement driving user to the website.
YouTube reached a more balanced demographic population. TikTok attracted 35% of users aged 55+ (you read that right) while YouTube had a balanced spread across all age segmentations.

Insight: The combo is key! YouTube Shorts is best positioned to drive efficient website traffic. TikTok can drive a higher volume of video views, serving awareness goals more effectively.

2. AI-Powered Content Creation Gets Smarter

We’re seeing the power of AI extend into so many of the ways we work and while it will never replace anyone on the talented GJ team, it’s transforming the way we create content. While some see it as a shortcut, we see it as an amplifier. At Gunn Jerkens, we’re using AI to enhance storytelling, personalize messaging and optimize campaigns in real time—without losing the human touch that makes content truly resonate.

3. Community-First Marketing Over Traditional Ads

Consumers are tuning out ads and tuning into experiences. It’s no longer about who can shout the loudest but who can build the strongest connections. Brands that prioritize community engagement—through exclusive or interactive experiences and real-time conversations—are winning loyalty in a way that traditional digital ads simply can’t. Our approach? Creating digital spaces where brands and audiences interact authentically, turning passive viewers into active brand advocates.

Lily & Ovata at Great Park | Broker Event for Taylor Morrison

4. SEO Evolves: The Rise of AI-Search Optimization

With Google and Bing rolling out AI-driven search experiences, the way people find information is changing fast. Traditional keyword strategies alone won’t cut it anymore. The new focus? Answer-driven, conversational content optimized for AI-powered search results. At Gunn Jerkens, we’re developing content that doesn’t just rank—it gets surfaced in AI-driven responses, ensuring our clients stay visible in an increasingly dynamic search landscape.

The Bottom Line? Digital Media Moves Fast—We Move Faster

At Gunn Jerkens, we’re not just following trends; we’re shaping them. Whether it’s pivoting from TikTok to YouTube Shorts, harnessing AI for better storytelling, or building communities that drive engagement, we’re always looking ahead. Because in this industry, the only constant is change—and we wouldn’t have it any other way.