2025 Content Trends: What’s In, What’s Out, and What Needs a Rewrite

It’s 2025. Audiences are craving honesty over hype, competition for attention is fiercer than ever and AI writes faster than your morning caffeine hit. But speed without soul? That’s just noise into the deep dark content abyss. 

With so much content and not enough clarity, how do you stand out when the internet sounds like one big PTA group chat? Read on for the content trends we’re watching.

1. Break the rules with boldness

Scrappy content is having its moment. People are tired of ads that look like ads; raw, real and rapid content is winning.

The bottomline? Bold, honest copy has serious power to make you feel something and remember. Even if your brand isn’t glamorous, your voice doesn’t have to be quiet or dull. Not everyone has to be edgy – but if the same words keep getting the same results, it might be time for a fresh take.

How we did it for Arco

Arco didn’t just want to sell safety gear, they wanted to shift mindsets. To turn ‘have to wear it’ into ‘want to wear it’. 

Together, we built a campaign that did more than raise awareness – it rewired how people think about safety. Backed by research, driven by a clear narrative, and delivered with creative punch, the results spoke for themselves:

+10% awareness in growth areas.
+15% sales in hero categories.

And a bold new role for Arco: leading the safety conversation, not just supplying it.

2. Smart, personality-packed copy is still your secret weapon

Does your brand have a unique voice? Do you stand out or blend like beige on beige? If your copy’s got no pulse, it’s getting buried. 

Plenty of brands want to sound ‘friendly but professional’ or ‘bold yet warm’. And sometimes, it sounds like they went to the same tone-of-voice workshop and copied each other’s homework. Polished, pleasant… and instantly forgettable.

If your copy could belong to five other brands, it could be time for a rewrite. Because sounding the same as everyone else is the fastest way to disappear into the great void of brand blah.

In a nutshell, your voice is your brand. Copywriters are the ones who give it lungs. 

How we did it for Sale Sharks Rugby club

Sale Sharks are one of only two Premiership rugby union clubs in the North of England. They wanted to celebrate their roots, their longstanding heritage and how deeply embedded they are in Manchester.

That gave us the chance to tap into their culture and bring it to life, rallying fans old and new, instilling pride, and sparking passion.

Through spoken word, we captured the unique rhythm of Sale Sharks – how they’ve always marched to the beat of their own iambic pentameter. We created a distinct voice, grounded in grit, pride, and Northern soul, brought together in a way every fan could feel.

3. Get noticed by AI and real people 

Highly specific, detailed search queries are on the rise – especially with AI-powered summaries becoming the norm. Audiences now expect brands to truly understand their needs, not just guess. And they want answers in an instant. 

This means your content has to be precise, relevant, and clear enough for AI and real people to find and trust. Our thoughts? SEO isn’t dead – it’s simply changing. 

Just like traditional search engines, AI looks for content that solves problems or answers specific queries. And, if your brand consistently covers a subject well, AI is more likely to pull you in.

AI responds well to intent-rich, conversational queries. That means writing like you’re part of the conversation, not just ticking SEO boxes. It wants to sound human, and pulls content that does, too. So, write content around real, searchable questions, write with clarity and empathy, match your tone to your audience and add FAQs or subheadings with question formats. In other words, be smart, not spammy. 

Learn more about the new search ecosystem and what it means for your brand.

How we did it for My Menopause Centre

My Menopause Centre wanted to change the conversation around menopause – from confusing and clinical to clear, supportive, and empowering.

We created a content-rich hub that answered real, search-led questions with empathy and authority. From “What is menopause?” to personalised advice through a medical-grade questionnaire, everything was designed to be useful, human, and easy to find.

The result? A trusted digital space that speaks to real women – and shows up for them in search, AI summaries, and beyond.

4. One Voice. Many Channels. No Tone Collisions.

Your customers read your tweets, then your emails, then open up your live chat. If your brand sounds like three strangers taking turns on the mic, that’s a problem. 

It’s about consistency and tailoring – not copy and pasting. A good tone of voice should flex, not fracture. Our job? Making your message sound unmistakably you, no matter where it shows up.

How we did it for HSBC

Building upon the outstanding success of the inaugural HSBC Global Investment Summit, we were tasked with the creative evolution for the 2025 event.

We levelled up every detail to mark HSBC’s 160-year milestone with a campaign that was everywhere. Airport takeovers, Uber ads, hero films, bookmarks, even live event comms. And we did it all without a single tone wobble.

HSBC’s 2025 Global Investment Summit wasn’t just bigger – reaching over a quarter of the world’s population – it was bolder, sharper, and louder in all the right ways.

5. Use AI to speed up. Use humans to stand out.

AI’s a brilliant tool, but it’s not your brand voice. It can help you beat blank-page syndrome, tidy up a meta description, or give a blog a kickstart. But when it comes to guts, wit, and emotional precision? That still takes a human.

And let’s be honest – AI-written content is getting easier to spot. Maybe it’s the bland tone, the vague waffle, or that weirdly formal phrasing. Sometimes it’s more obvious, like: “I’m sorry, but I cannot generate product names due to OpenAI’s use policy.” If your content doesn’t feel like it came from a real person, your audience will feel it. And if they feel like they don’t matter? You’ve already lost them.

The best copy in 2025? Human-made, machine-assisted, emotionally intelligent. 

In a world full of content, connection wins.

The flood of content from brands is constant. But not everyone creates connections. Your voice – clear, bold and real – is what gets people to stop scrolling, start caring, and actually do something.

Need help making your brand sound less like a robot and more like a legend?

We’ve got the writers for that. We make sure your words show up, stand out, and stay memorable.