HdK’s predictions for digital marketing and website trends in 2025

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  • The Polarisation of Social Media

In recent years, social media platforms like X have developed distinct political leanings, much like traditional newspapers. In 2025, we predict that more organisations will move away from platforms that do not align with their public values.

  • Building Intentional Communities Online

As this happens, organisations may choose to connect in a more direct way with fans rather than play to an ever-changing algorithm. Tools like Whatsapp messaging and Instagram broadcast groups might become more popular, or organisations might start being more tailored with their newsletter targeting, as a way to foster more meaningful connections beyond traditional social networks.

  • Employee Generated Content (EGC)

In 2025, employee-generated content (EGC) will continue to grow as organisations divest from influencer marketing and instead use their own teams to create authentic content. Platforms like TikTok, which thrive on personality-driven, casual content, are perfect for arts organisations to show behind-the-scenes moments and team stories. 

  • AI Agents: Streamlining Workflow with Artificial Intelligence

AI tools will continue to evolve in 2025, helping organisations streamline workflows and improve efficiency. From marketing automation to AI-powered copywriting assistants, organisations may use specific AI agents to tackle repetitive tasks, freeing up more time for creative and strategic work. These tools are set to become integrated into daily operations, as part of existing platforms like Google Docs or project management tools like Monday.com.

A laptop displaying website traffic data
  • Sustainable Usage of AI

As AI tools become more widespread, their environmental impact will be a growing concern. In 2025, arts and culture organisations may look to adopt AI policies that centre around more sustainable AI practices, such as optimising tasks and prioritising energy-efficient technologies.

  • Gamification of user interfaces on websites

Gamification will be a major trend in 2025 as organisations look to engage users by incorporating game-like elements into their digital experiences. This can include features like points, badges, and progress tracking, similar to platforms like Duolingo. In the arts and culture sector, gamification can be applied to a range of activities, from online learning platforms to virtual museum tours or donation drives. 

  • Focus on Audiences

When designing websites in 2025, you might want to consider how you cater to different types of visitors. While HdK always spends time at the beginning of a project with the goal of understanding your audiences and users, we’re seeing more and more website projects come in with this audience understanding built-in. A website should be more than just a digital brochure – it should be a space that guides users towards their goals.  How about setting a New Year’s Resolution to imagine a few possible journeys your users and customers might make? 

  • Gen A Digital Experiences

Generation A (ages 10-14) is rapidly shaping digital spaces, and arts organisations will need to adapt. This generation thrives on interactive, fast-paced digital experiences. For arts organisations, this means embracing gamification, quick interactions, and playful educational content to maintain relevance and keep younger audiences engaged.  A good example is the V&A’s MUSED platform.

  • Intentional Technology Use

As concerns about technology’s impact on mood, focus, and mental health grow, 2025 will see a shift toward more intentional use of digital tools. People are becoming more mindful of their screen time, curating their digital lives to focus on what inspires and educates them. For arts organisations, this means offering meaningful content that doesn’t overwhelm users. Simplified digital experiences, like the minimalist designs used by The National Theatre and Tate, will make it easier for visitors to engage with the content that truly matters to them.

  • Cybersecurity: A Rising Priority

Cybercrime increased by 75% in 2024. In 2025, it will become even more critical to secure sensitive data, like adopting end-to-end encryption, maintaining website monitoring, and ensuring GDPR compliance. (If you’d like a helping hand with this, here’s a plug for HdK’s security support service!)

  • Resurgence of In-App Shopping

TikTok’s dominance of in-app shopping will continue into 2025, particularly among Gen Z. The platform is now the leading social network when it comes to in-app shopping, with 58% of users making frequent purchases directly within the app. While arts organisations may not want to open their own TikTok shops, the platform offers a unique opportunity to reach younger, purchase-driven audiences through organic content. 

  • Bold Minimalism in Design

Bold Minimalism will dominate design trends in 2025, combining simplicity with bold, impactful elements. Think large clear typography, contrasting colors, and strategic use of negative space to make key design elements stand out. This approach, seen in brands like PayPal and Nike, allows organisations to create visually striking, yet easy-to-navigate designs. 

  • Pantone’s Colour of the Year: Mocha Mousse

Pantone’s 2025 Colour of the Year, Mocha Mousse, is a rich, earthy brown that evokes nature, warmth, and diversity. While some social media users were disappointed with the choice, calling it “sad beige-ification”, and others were surprised it wasn’t ‘brat’ green, supporters appreciate its connection to natural elements. Expect Mocha Mousse to influence trends in web and marketing design, with its earthy tone playing a prominent role in the year ahead.

If you’re looking for more information on any of the above topics, the full webinar recording of our 2025 trend predictions is available to watch on our website. 

Here’s to 2025!