From Spotify Wrapped to the YouTube Recap, it seems like every social media app has a version of the user “year in review.” But since we can’t yet mine everyone’s personal algorithm for the specific trends that surfaced the most for each of us in 2025, this is what North saw trending across our client work throughout the year.
Micro-Communities Became the New Powerhouse
In 2025, brands finally embraced what audiences have known for years: trust lives in the niches. Instead of casting a wide net with broad creators, we tapped into hyper-specific communities. These voices may not command the largest followings, but they bring something far more valuable – credibility.
We saw this first-hand with our influencer campaign for On-Call, an energy bar for shift workers. We partnered with medical professionals, driving standout results and placing our message directly in front of audiences who already trusted the voice behind it.
AI Investments with Real Impact
2025 was the year AI shifted from “interesting experiment” to an everyday agency tool. Instead of treating it as a shortcut, we approached AI as part of our broader toolkit, learning how different platforms could streamline workflows, speed up research, and unlock new creative possibilities.
At North, we even launched an exciting new AI offering with our technology partner, Moov AI. Called Digital Brand Influence (DBI), the service is a tool for brands to better understand how they show up – or don’t – in AI search results. Read more about it here:
