just returned from Marketing Brew’s one-day whirlwind in NYC, and let me tell you: my brain is full, my notebook is a mess, and I may have learned more in a single day than in the last month of scrolling LinkedIn. Between the panels, keynotes, and some serious people-watching, a few trends jumped out that feel like they’re going to define marketing in the months ahead.

1. Video is king… and it’s asking for reinforcements. Brands need more video than ever before. Not just any video, but enough content to fill every channel, every day. Enter AI, our new best friend. AI is helping marketers scale, but here’s the kicker: creative diversity still matters. That unique, unmistakably human voice? Yeah, you can’t fully automate that. So while AI can bulk up your output, your human creativity is still the secret sauce that makes your brand memorable.

2. TikTok tests vs. Instagram curation. Fast-moving platforms like TikTok thrive on volume and experimentation—four pieces of content a day just to see what sticks. Instagram? Still the gallery where everything looks nice and polished. Different rules for different channels—remember, channel-first thinking beats function-first thinking.

3. Culture moves fast, so marketing better keep up. Speed isn’t just nice, it’s necessary. From K-Pop demon hunters to Japanese and Korean learning on Duolingo, culture moves at a pace that makes traditional campaigns look like molasses. Brands that can identify trends, respond in real-time, and even set trends will come out ahead. Quality matters, yes—but sometimes it’s the timing that counts. A simple, timely script that taps into what people are talking about now can be far more powerful than a polished campaign launched three months too late.

4. Fandoms aren’t just for teens. Word of the day: fandom. Passion points span generations, and marketers who can tap into these communities—be it K-Pop, wellness enthusiasts, or sports fans—can build real engagement. Even people 55+ are underrepresented in advertising but are a huge force in purchasing power. Marketing that ignores them does so at its own peril.

5. Metrics, metrics, metrics… but make them human. Traditional metrics are starting to feel like a broken compass. More impressions don’t equal better outcomes. The magic happens when we focus on earned and shared voice, the quality of engagement, and whether people come back after that first interaction. Listen to your audience, track their conversations, and measure what really matters: human behavior, not just clicks.

6. Wellness isn’t niche. Wellness marketing isn’t just yoga mats and kale smoothies—it’s women’s sports, fandom culture, and the human connection to health and lifestyle. It’s understanding your audience and meeting them where they are, with content they care about.

7. Innovation means creating, not copying. Finally, a gentle reminder for all of us in the room: marketing isn’t about following trends—it’s about building them. The brands that win will listen to consumers, understand how they use the product, and deliver something human, creative, and fresh.

Takeaway in one sentence: scale with AI, test with speed, measure what matters, tap into fandoms, and never forget that marketing is still about humans. Humans with opinions. Humans with passions. Humans who might watch four TikToks in a row at 2 a.m.

So, that’s my brew of Marketing Brew 2025. I left energized, inspired, and mildly concerned about how fast TikTok moves—but mostly inspired. Now, if you’ll excuse me, I need to go see if my own brand can keep up with a four-post-per-day TikTok schedule without losing my sanity.Wor