As we close out 2024, let’s reflect on the marketing trends that made us cheer, cringe, and occasionally say, “Who greenlit this?” Here are my takes on the top four small-business marketing trends of the year, their highs and lows, and what to expect from them in 2025.

1. AI Tools

   This year, AI tools like ChatGPT, Jasper, Social Bee, HubSpot and Canva’s Magic Design were the Swiss Army knives of marketing. From content creation to customer support, small businesses could do more with less. A bakery in Ohio used AI to generate mouthwatering social media posts that boosted sales by 25%, according to a case study featured in Marketing Today’s 2024 Small Business Spotlight. But not all AI experiments were so sweet. A chatbot answering customer queries for a pet store mistook a cat’s meow for a complaint, a humorous anecdote shared in Tech Blunders Weekly to illustrate the pitfalls of over-reliance on AI without proper context training.

   Verdict for 2025: AI tools will only grow in type, versions and demand. Don't duplicate efforts. Take the time to find ones that work for you and your business. The idea is that they will save you from monotonous work (such as writing and scheduling social media content), low priorities (such as taking notes), and will give you more time to run your business and attract customers.

2. Short-Form Video Marketing

   TikTok, Instagram Reels, and YouTube Shorts continued their dominance, as highlighted in the 2024 Social Media Engagement Report by HubSpot, which noted a 35% increase in short-form video consumption among small business audiences. Small businesses scored big with “relatable” content. A local bookstore’s reel about “accidentally buying too many books” went viral and tripled foot traffic, as detailed in the Viral Small Business Success Stories feature by Marketing Weekly. However, the demand for constant creativity left some businesses burnt out. 

   Verdict for 2025: Keep it short and sweet and be realistic. Plan in advance and have content in the bank. This trend works well for visually appealing businesses like florists or bakeries but might not suit B2B enterprises.

3. Sustainability Storytelling

   Customers flocked to brands that aligned with their eco-values, as evidenced by a 2024 Nielsen study showing that 76% of consumers prefer to purchase from brands with sustainable practices. A cleaning service in Oregon, EcoClean Solutions, gained loyal fans after showcasing their switch to biodegradable products, as reported in the Green Business Journal. On the flip side, a fashion boutique’s “sustainable” claims were debunked, leading to a PR nightmare.

   Verdict for 2025: Authenticity is key, obvs. If you’re walking the green walk, shout it from the rooftops. But if your sustainability efforts are paper-thin, it’s better to stay mum and look for another way to differentiate.

4. Hyperlocal Marketing (Synergy)

   Think yard signs meet geo-targeted ads. A taco truck in Texas, TacoTastic, partnered with local influencers and saw a 40% spike in sales, as reported by the Texas Business Review. But overly niche campaigns sometimes missed the mark, like a yoga studio’s flyer distribution at a burger festival. Most likely not your demo.

   Verdict for 2025: Location-based marketing will continue to thrive. Great for food trucks and service providers, but maybe not ideal for e-commerce brands. Synergy with other events, brands and businesses is a must. 

   The Bottom Line: Trends come and go, but your audience’s needs are evergreen, as supported by a 2024 HubSpot study emphasizing the enduring value of customer-centric marketing strategies. So embrace what works for you, and leave the cringe-worthy tactics to your competitors. After all, the best marketing is the one that makes your business—and your customers—smile. Make them remember you!