Seven predictions and tips for small businesses in 2025

So much has changed over the last decade (and a bit!); we have hosted StartUp Show – but each year, it’s a joy to meet passionate go-getters eager to turn their start-up dreams into reality.

This year’s event promises to be bigger and bolder than ever, with incredible thought leaders lined up to share their wisdom. As the host of the Digital Evolution stage, powered by Vodafone Business and Google, I’ve been catching up with some of the speakers to uncover their top tips for navigating 2025 with success.

1. Employee-generated content will dominate 

Alison Battisby, founder, Avocado Social 

“Employee-generated content (EGC) is set to go mainstream in 2025. Customers crave authenticity, and EGC humanises your brand, building trust like no polished campaign can.

"Companies like Anthropologie, Waitrose and Pip & Nut are already leading the charge, showcasing their employees on social media.” 

Takeaway: Get your team involved in content creation. It’s time to showcase the real people behind your brand! 

2. Genuine content over AI overload 

James Mayes, co-founder, Mind The Product  

“In a world flooded with AI-generated content, standing out will require originality and a human touch. While AI has its place, overusing it could alienate both search engines and your customers.” 

Takeaway: Use AI as a tool, not a crutch. Balance efficiency with authentic, high-quality content created the old-fashioned way. 

3. Build emotional connections through your brand 

Eniye Okah, founder, BEAME 

“Innovation combined with authenticity creates meaningful connections. Solve real problems for your audience and foster a community around your mission.” 

Takeaway: Align your brand with your audience’s values and focus on authentic storytelling to stand out in 2025.  

4. Leverage TikTok Shop and influencer power 

Vanessa Stidever, head of marketing, Invyted 

“TikTok Shop will explode in 2025! Brands like Luxegen are already combining employee and influencer content to dominate on socials.” 

Takeaway: Get your brand on TikTok Shop and collaborate with creators for maximum impact. 

5. Small businesses must embrace AI strategically 

Polly Dhaliwal, COO, Enterprise Nation 

“AI is a game-changer for small businesses but start small – automate one task or use it to personalise your marketing. The businesses that thrive will experiment and integrate AI strategically.” 

Takeaway: Explore the AI features in your current tools and leverage them to solve real business challenges. 

6. Create memorable experiences 

Fab Gioventti, founder, Alt Marketing School 

“Experiences — whether digital or physical — set brands apart. A great example? Frontify’s viral ‘Spot the Brands’ quiz. It resonated with users and became a global talking point.” 

Takeaway: Design activations unique to your brand that leave a lasting impression. Think beyond the screen! 

7. Face your fears for growth 

Moyin Odeniran, founder, Mr Desserts 

“Overcoming fears, like public speaking, is vital for personal and business growth. Facing my fear helped me engage with customers and enjoy connecting with them.” 

Takeaway: Confront your fears, step out of your comfort zone and embrace opportunities for growth. 

Ready to embrace digital opportunities in 2025?

The StartUp Show takes place in St. Paul's London on Saturday 25 January 2025. Buy your tickets today to hear from these amazing expert speakers.