What’s happening in the PR industry this month? This month, AW25 content trends are transforming agency strategies and client campaigns as brands seek relevance and reach. Autumn/Winter 2025 is packed with innovation, from video-first storytelling to a renewed focus on authenticity, with the rise of AI-driven insights also influencing everything from brand launches to influencer partnerships. Let’s discuss what to expect across the industry this season…
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AW25 content trends: Video-first storytelling
One of the biggest AW25 content trends is the dominance of video. Industry forecasts show video is expected to make up over 80% of all internet traffic by the end of 2025. PR agencies and brands are responding by prioritising video assets in every campaign, from expert commentary and tutorials to explainer reels and user-generated content, amplified by working with micro-influencers. Journalists and editors increasingly expect dynamic visual content alongside press releases and pitches, making video storytelling a high priority for successful coverage.
Authenticity and the influencer reset
Among the AW25 content trends shaping PR, authenticity stands out. Long-term partnerships with aligned creators are outperforming one-off influencer posts, as brands embrace genuine, purpose-driven storytelling. Micro and niche influencers, those who share lived experiences and authentic product reviews, are achieving higher engagement and trust. Interactive formats such as live Q&As and behind-the-scenes reels are helping brands foster deeper connections with audiences, reflecting a key shift in consumer expectations.
Data-driven and AI-enabled campaigns
From social listening to sentiment analysis, the industry is leveraging AI tools to track emerging trends and headline-grabbing topics in real time. These insights can be used to shape reactive content calendars, secure positioning within gift guides, or capitalise on seasonal calls-to-action.
The AW25 trends to know
The beauty sector’s AW25 content trends are marked by bold, nostalgia-infused editorial campaigns, retro makeup aesthetics, skin-tech hybrids, and ingredient-focused storytelling. Brands are mixing concepts from catwalk coverage with future-led innovation, blending sustainability and science with playful, individualistic routines.
Omnichannel outreach
Media stories now move from podcasts and YouTube explainers to Instagram reels and interactive events, with consistent messaging for each audience. Integrated strategies that amplify placements and encourage cross-platform participation deliver better results for brands, reinforcing key themes throughout the campaign journey. It’s about delivering the brand story in a way that works across multiple platforms to engage multiple audiences.
Work With Flipside PR
At Flipside PR we are always examining our content strategies and engaging our clients to reach new levels of success. If you’d like to hear how we can help to reach new audiences with your brand story, we’d love to hear from you. Hear more about the services we provide here, and we look forward to hearing from you.
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