The State of Digital Marketing in 2025: What Q1–Q2 Taught Us & How to Win in Q3–Q4
- Zintle Ramano
- Aug 15
- 2 min read
The first half of 2025 has been a transformative period for digital marketing, not just globally, but here in South Africa. From AI-powered ad campaigns to the explosive growth of messaging commerce, the trends we saw in Q1 and Q2 are shaping how brands should prepare for the rest of the year. At BAAB Media Group, we’ve analysed the data, platform updates, and local consumer shifts to bring you a clear action plan for Q3 and Q4.
What We Learned in Q1–Q2 2025
1. AI Is Now the Default in Advertising
Meta’s Advantage+ and Google’s Gemini have changed how campaigns are created and optimised. Instead of starting from scratch, marketers are feeding platforms with high-quality raw assets and letting AI handle creative variations, placements, and bidding. The winners are the brands that plan content in “batches” ,multiple hooks, CTAs, and edits per asset.
2. Short-Form Video Dominates (Again)
YouTube Shorts, Instagram Reels, and TikTok remain the top attention grabbers. YouTube ads alone grew 13% year-on-year in Q2, proving that video is no longer just a brand awareness play, it’s driving direct conversions.
3. Messaging Commerce Is Growing Fast
In South Africa, WhatsApp is where conversations (and sales) happen. Meta reported a 50% increase in revenue from paid messaging in Q2. Brands using click-to-WhatsApp ads, product catalogs, and automated responses are seeing lower customer acquisition costs.
4. Privacy and Deliverability Still Matter
While Google’s third-party cookie phase-out has been delayed, smart brands are still investing in first-party data and server-side tracking. In email marketing, Gmail and Yahoo’s new sender rules mean you can’t afford sloppy deliverability practices.
5. Local Consumer Behaviour Is Unique
South Africans use social media not only for entertainment but also for work. Instagram, YouTube, and LinkedIn are high-impact platforms here, while WhatsApp is the go-to channel for direct engagement and conversion.
What to Focus on in Q3–Q4 2025
A) Double Down on AI + Automation
Use Advantage+, Performance Max, and TikTok Symphony to test more creative variations faster. Focus on quality inputs: strong visuals, multiple hooks, and clean product feeds.
B) Treat YouTube as Both Brand and Performance
Leverage Shorts for reach, and add YouTube Shopping or affiliate links for direct sales.
C) Make WhatsApp Your Conversion Channel
Plan automated flows for lead capture, cart recovery, and seasonal broadcasts.
D) Optimise for AI Search
Prepare content that’s AI Overview-friendly: structured, concise, and supported by video.
E) Keep Data Clean
Maintain first-party data hygiene, email compliance, and server-side tracking readiness.
Closing:
The rest of 2025 will reward brands that move fast, create natively for each platform, and integrate their channels into a connected conversion journey. At BAAB Media Group, we’re already building Q3–Q4 campaigns that combine AI-powered creative, local market insights, and messaging-first conversion strategies to deliver measurable results.
If you’re ready to make the second half of 2025 your best yet, book a strategy session with us today.
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