PR and Marketing in 2025: AI, BlueSky & Bite-Sized Content
Are your marketing and PR efforts ready to deal with changes in an industry where technology and trends evolve in an instant? In this blog, our Moonlight IQ team will explore predictions for marketing and PR trends in 2025. From AI tools, to the changing landscape of social media, the industry is constantly shifting and evolving. A successful MarComms strategy in this space isn’t about chasing every trend; it’s about using technology effectively while keeping that human touch, which is crucial for amplifying brand messaging.
AI – the Good and the Bad
Just because AI can do something, does not mean it does it well. AI tools aren’t perfect— especially when it comes to capturing nuance. It is proven time and time again that current AI can never replace humans and the way we think and build personable relationships. While we are seeing a rise in AI-generated content being used for external communications, it’s not particularly convincing. For example, we are seeing journalists specifically request “NO AI-GENERATED CONTENT OR PITCHES”, as they can often tell when a pitch lacks a personal touch, and many find AI-generated outreach frustrating.
Rather than using AI for drafting pitches or thinking up campaigns, make the best use of it for more mundane tasks, such as media list building or gathering research. AI can be used to kick-start the creative process of brainstorming or getting some ideas on paper. As any creative knows, starting with a blank sheet is the most time-consuming and difficult part of the process. AI can be a great tool for collecting sources on a topic and streamlining the initial research phases of a project.
Although AI can be seen as the ‘death of creativity,’ how you use it can greatly change that perception. Most marketers believe AI enhances creativity rather than replacing it. Think of it as a way to free up time for the more meaningful aspects of your work, with AI taking care of the more boring, repetitive bits. The goal isn’t to replace human effort but to complement it, letting professionals focus on the areas that require thoughtfulness, skill and experience. In short, AI can’t replicate trust or creativity, two key ingredients in effective marketing and PR, but it can streamline your work.
Changes in Social Media
Death of Twitter(X): Twitter’s influence as a platform for fintech marketers is waning. With an ongoing reputational crisis, users are losing trust in Twitter and concerns around brand safety have caused many professionals to pull back on posting or abandon the platform altogether. BlueSky, a new platform on the scene, is gaining traction as a possible alternative to Twitter, especially for getting in touch with journalists and B2B audiences.
LinkedIn’s Bite-Sized Approach: We are seeing a rise in short-form videos and visuals becoming new content formats for optimised engagement. These posts are easy to consume and easy to share, making them ideal for busy audiences.
Even LinkedIn, long known for its more traditional B2B focus, has embraced short-form content with its ‘Reels’ feature. LinkedIn is the most recognised social media site and app for B2B content, but how people engage with it is changing. We are seeing long posts now being split into shorter, more digestible blogs and videos that grab attention faster. This trend highlights how B2B companies are attempting to make professional content feel more approachable, easier to connect with and more shareable on social media.
Clear and visual storytelling is key to making complex fintech topics accessible. In addition to the type of content, the method used to deliver it is just as important. However, it’s not all about 10-second snappy videos—there’s still a place for longer formats like blogs and articles. The challenge with this trend is finding the right mix for your audience.
2025 and Beyond
The fintech marketing and PR space in 2025 is all about being able to stay flexible. AI tools can make your work more efficient, but can’t replace the creative or human touch that makes communication meaningful. As for the trends seen in social media, it’s about finding the sweet-spot between quick, engaging content and deeper, more thoughtful storytelling.
Get in touch with one of our experts today to start enhancing your marketing and PR for 2025!
