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A report by the humans atCopyright 2025 Basis Technologies.All Rights Reserved.2IntroductionIts been less than three years since generative AI first burst into the public spotlight,and in that time,the technology has swiftly upended the foundations of marketing and advertising.What began as an enigmatic curiosity has grown into an omnipresent powerhouse that now influences how nearly every campaign is planned,built,optimized,and measured.This report aims to capture that transformation in real time.Based on a survey of industry professionals from across the advertising and marketing ecosystem,it provides a window into how agencies and brands are using AI today,the measurable impacts it is delivering,and the opportunities and risks that lie ahead.The findings are striking:Adoption rates have soared,productivity gains are widespread,and expectations for what comes next are higher than ever.But despite this progress,risks still abound,and for many organizations,true AI-powered differentiation remains a work in progress.Of course,the story of AI is really just beginning.Early experiments with agentic AI and custom or semi-custom models suggest that the next wave of disruption could be even more dramatic,collapsing campaign cycles,elevating the role of first-party data,and redefining how teams are structured.Marketers across the industry now recognize that this shift is imminent,and a sizeable majority believe that AI will radically transform digital advertising in the next three to five years.For marketing and advertising leaders,the question is no longer whether to adopt AI,but how to do so responsibly,strategically,and with urgency.Those who invest now in clean,unified first-party data,experiment with custom solutions,and prepare their teams to embrace new ways of working will be best positioned to capture the gainsand guard against the risksthat AI can generate.This report is designed to help industry leaders navigate that journey.It contains data-driven insights on adoption patterns,efficiency gains,risks and concerns,and workforce implications of an AI-powered future.Together,the findings highlight how AI is shaping marketing today,while illustrating how it is poised to redefine the industry in the very near future.Survey of 140 marketing and advertising professionals conducted July 10 August 8,2025.Introduction How Marketers Are Using AIAI and Content Creation AI in Marketing:The Impact On WorkLooking Toward the Future AI and Marketing:The Risks AIs Impact on Marketing Jobs How Marketers Feel About AI in MarketingAI and Marketing:Whats Next2 412151820263235Table of ContentsCopyright 2024 Basis Technologies.All Rights Reserved.3Copyright 2025 Basis Technologies.All Rights Reserved.4How Marketers Are Using AIIn the last year,AI has moved beyond the experimentation stage and become a trusted,regularly used resource in marketers toolkits.The technology is now woven into core workflows,powering efficiencies across creative development,media strategy,research,and operations.Its adaptability and range of applications have made it a natural fit for a wide range of marketing functions,reshap-ing how work gets done at both the individual and organizational level.Marketers are applying AI to generate ideas,streamline processes,draft and refine content,optimize data,and support media buying decisions.Adoption spans both general-purpose platforms that dominate the market and more specialized tools designed to solve for specific needs,with organiza-tions increasingly allocating budgets toward premium AI subscriptions.Beneath this widespread adoption,signs of a more advanced phase of AI maturity are also beginning to emerge.Together,these moves signal an industry that is actively laying the groundwork to move beyond AI as a driver of basic efficacies and toward a future where the technology enhances strategy,creativity,speed,and differentiation in entirely new ways.Copyright 2025 Basis Technologies.All Rights Reserved.5As of Q3 2025,AI has reached near-universal adoption across marketing and advertising,with the vast majority of teams now saying they regularly use AI.95%of marketing and advertising professionals report using generative or agentic AI at least once a month as part of their marketing/advertising work,and 85.0%use it at least once a weekboth up from 2024.A full third of industry professionals now use AI at work every day,while just 5%of marketers are still holding out and not using generative or agentic AI at alldown from 9%last year and 28%in 2023another sign the technology has overcome any remaining institutional skepticism.Approximately how often do you or your organization use generative or agentic AI tools as part of your marketing/advertising work?How Marketers Are Using AI2024 (141 respondents)2023 (202 respondents)2025 (140 respondents)27.7#.3.8.3.9%9.2&.2 .6$.1.9%Not at allA little (1-2 times a month)Sometimes (1-2 times a week)Often (3-4 times a week)Every day5.0.0.14.33.6%Copyright 2025 Basis Technologies.All Rights Reserved.6Marketers are leveraging AI across a wide range of tasks.More than three-quarters say they use it during ideation and brainstorming(79.3%)and for research purposes(76.4%),while nearly two-third say they employ AI while drafting content/creative(62.9%).Additionally,half of marketing and advertising professionals say they use AI to streamline processes,validating the technologies widespread efficiency claims.Other top uses for AI include optimizing data(35.0%),repurposing content(34.3%),honing media buying strategy(27.1%)and generating ad iterations/creating personalized ads(26.4%).How Marketers Are Using AIFor what types of tasks do you or your organization use generative AI?SEO optimization/identifying keywordsOtherIdeation/brainstormingResearchGenerating ad iterations/creating personalized adsRepurposing existing contentMedia buying strategyDrafting content/creative(140 respondents)79.3v.4b.9P.05.04.3.1&.4&.4%.0%9.3%Producing images and/or videosStreamlining processesOptimizing dataCopyright 2025 Basis Technologies.All Rights Reserved.7Among AI apps,ChatGPT remains the dominant player by a wide margin:88.6%of industry professionals saying they or their organizations use the platform in their marketing/advertising work,showcasing both the benefits of being first-to-market as well as the strength of the app itselfparticularly for marketing purposes.Google Gemini and the GPT-powered Microsoft Copilot also have significant market penetration,used by just under half of marketing orgs,while Anthropics Claude has is used by 17.9%of industry professionalsperhaps reflecting that tools recent focus on its coding capabilities rather than its creative skillset.Notably,Salesforces Agentforce marks one of the first mass-marketed agentic AI offerings to see meaningful adoption.Which of the following tools and platforms you(or your organization)use in your marketing/advertising work?88.6E.0A.4%How Marketers Are Using AI13.6%OTHER17.9%1.4%(140 respondents)12.1.1%5.0%Copyright 2025 Basis Technologies.All Rights Reserved.8With AI now firmly part of many processes for marketers and advertisers,organizations are beginning to allocate budgetary dollars toward premium subscriptions.Nearly two-thirds marketers say their organization currently pays for access to AI tools,up from just 44%a year ago.How Marketers Are Using AIDoes your organization currently pay for/subscribe to any premium AI tools?No70.3).7DV%As with free tools,OpenAI is the market leader among premium AI solutions,with ChatGPT Plus(38.0)and ChatGPT Pro(31.5%)the most popular paid solutions for marketing and advertising professionals.Over one-quarter(28.3%)of marketers are using Microsoft Copilot,while Googles premium AI Pro package(18.5%)is also earning meaningful marketing budgets.Which of the following paid AI tools does your organization currently use?Among organizations using paid/premium AI tools.92 respondents19.6.5(.38.01.5 24 (141 respondents)2025 (140 respondents)Yes65.7p.34.3%PlusProEnterprise13.0.1%7.6.2%Pro5.4%OTHERCopyright 2025 Basis Technologies.All Rights Reserved.9As is evident by the adoption numbers,out-of-the-box AI solutions can already deliver meaningful value to marketers.But to create truly differentiated AI-generated outputs,brands and agencies will need three things:Custom in-house AI solutions,large stockpiles of high-quality first-party upon which to train those models,and skilled employees to leverage it all effectively.On the first of those need,most marketing and advertising organizations still have considerable work left to do.Nearly half of all marketing and advertising professionals say their organizations do not currently use any in-house AI solutions and have no imminent plans to do so.Another 22.1%say their organizations do not currently use custom in-house solutions,but are actively exploring them and planning to implement within the next 12 months.Just over one-quarter of industry professionals,however,are already seeking out the competitive advantages that come with custom models:17.1%say their organizations have built a semi-custom model on top of an existing LLMsuch as OpenAIs GPTwhile 11.4%say they have their own custom LLM.How Marketers Are Using AIDoes your organization use any custom in-house AI solutions?(140 respondents)47.1.1%No,we do not use any custom in-house AI solutions at this timeNo,but we are actively exploring these solutions and plan to implement them within the next 12 monthsYes,we have built a semi-custom model on top of an existing LLMYes,we have our own custom LLMNot sure17.1.4%2.1%Copyright 2025 Basis Technologies.All Rights Reserved.10With AI having achieved near-universal market penetration among marketers,first-party data will becoming increasingly essential to using the technology effectively and unlocking meaningful differentiation.Training models on clean,consented,and unified first-party data will enable AI tools to produce more accurate insights,better audience segmentation,stronger personalized messaging,and more brand-specific creative outputs.However,just 21.4%of industry professionals called first-party data“foundational”to their organizations AI initiatives,with that data being used to build and/or train models.Another 32.1%said first-party data is“somewhat”useful to their organization but not yet integrated into AI use cases,while around one-third of all respondents said first-party data plays little-to-no role in their organizations current AI initiatives.How Marketers Are Using AIHow central is first-party data to your organizations current AI initiatives?(140 respondents)16.4%Not at allMinimalSomewhatExtensive/FoundationalNot sure17.92.1!.4.1%Copyright 2025 Basis Technologies.All Rights Reserved.11In the years ahead,those organizations that have invested in building and maintaining strong first-party data foundations will be best positioned to gain differentiated value from AI.Unfortunately,many brands and agencies appear unprepared for such a future:34.3%of marketers calling their organizations first-party data as limited and fragmented,while 11.4%said they dont really use first-party data at all.Even those organizations that do have access to first-party data face critical barriers when it comes to actually utilizing that data,with just over one-quarter of respondents describing their orgs first-party data as sufficient,but siloed across teams.Meanwhile,just 17.9%of marketing and advertising professionals say their organizations first-party data is extensive and well-structure.How Marketers Are Using AIHow would you describe your organizations first-party data?(140 respondents)11.4%We dont use first-party dataLimited and fragmentedSufficient,but siloed across teamsExtensive and well-structuredNot sure34.3(.6.9%7.9%Copyright 2025 Basis Technologies.All Rights Reserved.12AI and Content CreationGenerative AIs first big splash came from the release of chatbots like ChatGPT,leading marketers to assume that content creation would be far and away the most impacted aspect of the digital marketing process.But as AI tools have improved and begun to showcase new skillsparticularly those that harness the technologys extraordinary propensity for pattern recognition and data processingindustry professionals have taken notice.Just 30%of marketers now identify content creation as the part of the digital marketing process they expect to be most impacted by AIdown sharply from 2024and nearly just as many now believe that analysis(26.4%)is the area most likely to be impacted.Creative optimization(17.9%)and media buying(14.3%)also saw significant jumps year-over-year.What part of the digital marketing process do you expect to be most impacted by AI?2024 (141 respondents)2025 (140 respondents)Content creation57.40.0.3&.4%9.9.9%8.5.3%4.3%5.0%6.4%4.3%2.1%2.1%AnalysisCreative optimizationMedia buyingDesignStrategic decision-makingOtherCopyright 2025 Basis Technologies.All Rights Reserved.13While content creation is still seen as one of the marketing outputs most likely to be reshaped by AI.But despite these expectations,most marketing and advertising professionals still view the resulting work as inferior to that of their own:75%said they dont think AI-generated content is as good as their organizations human-generated content,up slightly from last year(70.2%).While AI-generated content may not yet be at the same levels as content created by human experts,those humans have increasingly embraced generative AI as part of their content creation process,using it to facilitate greater efficiency,stronger personalization,and a higher volume of quality output.AI and Content CreationIs AI-generated content as good as(or better than)your organizations current human-generated content?No29.7p.2%Yes65.7u.0 24 (141 respondents)2023 (202 respondents)2025 (140 respondents)70.3%.0).7).8%Copyright 2025 Basis Technologies.All Rights Reserved.14NoYes(139 respondents)19.4%While AI now touches nearly every aspect of marketing,its most profound impact on consumers has almost certainly been on search.The emergence of AI chatbots and AI Overviews have fueled the phenomenon of“no-click search,”and marketers are beginning to take notice.Studies have found that Google searches featuring an AI Overview typically result in significantly lower click-through ratesas much as 30-70%lower1 2.For marketers,this could mean dramatic fluctuations in organic traffic and,for some,even necessitate a fundamental rethinking of their approach to discoverability.But despite AIs growing influence on search,the majority of marketers say they have yet to make significant changes to their SEO strategies.To date,just 19.4%of marketers and advertisers say their organizations deprioritized SEO due to AIs impact on search.Whether this is reflective of a more measured,wait-and-see approach,or of a deeper confidence that core SEO principles will retain their value even as the search landscape evolves,remains to be seen.Regardless,one-in-five marketers appear to see the emergence of AI-driven search as an opportunity to gain disproportionate visibility as the technology begins to materially shift traffic patternsand,potentially,competitive dynamics.AI and Content CreationHave you deprioritized SEO as a result of AIs impact on search?1https:/ 2025 Basis Technologies.All Rights Reserved.15AI in Marketing:The Impact on WorkGenerative AI comes with the promise of delivering new efficiencies for overworked marketers,allowing them to streamline processes and do more work(and better work)in less time.But has that hype matched the reality?For most marketers,the answer that question appears to increasingly be“Yes.”Nearly three-quarters of marketing and advertising professionals(73.6%)say AI has made moderately-to-significantly more efficient at their jobs.Additionally,just 7.9%of respondents say AI has made them no more efficient,down significantly from 2024.The findings indicate that increased adoption of AIas well as greater clarity and training around best practices and ideal use caseshas allowed marketers to work the technology into their workflows to maximize its benefits.Over the course of the last year,do you believe that AI has made you more efficient at your job?2024 (141 respondents)2025 (140 respondents)19.9%No more efficient7.9%.5.6A.1G.9.5%.7%Slightly more efficientModerately more efficientSignificantly more efficientCopyright 2025 Basis Technologies.All Rights Reserved.16With these recent AI-derived efficiency gains,expectations around the technologys future utility have also grown.90%of marketers say they believe AI will make marketers moderately-to-significantly more efficient at their jobs within the next 3-5 years.Notably,expectations around efficiency appear meaningfully higher among industry leaders,with 55.2%of senior decision-makers saying they believe AI will make marketers significantly more efficient vs.just 35.8%of entry-to-mid level employees,aka the people most likely to use the techor even,potentially,have their jobs replaced by it.AI in Marketing:The Impact on Work35.8%Do you believe that AI will make marketers more efficient at their jobs within the next 3-5 years?No more efficient44.3%Slightly more efficient45.7%7.9%Moderately more efficientSignificantly more efficient2.10 respondents55.9.7%3.4%0.0Y respondentsOverallMarketing and advertising leaders(VP-level and above)Marketing and advertising leaders(Director-level and above)No more efficientSlightly more efficientModerately more efficientSignificantly more efficientNo more efficientSlightly more efficientModerately more efficientSignificantly more efficient81 respondents49.4.1%3.7%Copyright 2025 Basis Technologies.All Rights Reserved.17As with efficiency,marketers are increasingly finding that AI is enabling them to achieve stronger overall job performance.Nearly two-thirds(61.4%)of marketing and advertising professionals believe AI has made them moderately-to-significant better at their jobs over the course of the last year,versus just 42.5%who felt the same in 2024.Still,with 38.6%of respondents saying AI has little-to-no measurable impact on their job performance,there is still meaningful room for additional AI-derived efficiencies and performance improvements across the industry.AI in Marketing:The Impact on WorkOver the course of the last year,do you believe that AI has made you better at your job?2024 (141 respondents)2025 (140 respondents)29.8%No measurable impact15.7.7.91.2.7.3 .7%Slightly betterModerately betterSignificantly betterCopyright 2025 Basis Technologies.All Rights Reserved.18Looking Toward the FuturePart of maximizing the potential of AI will depend on organizations willingness to invest in new technology to increase efficiency and support their teams.Marketing and advertising professionals appear to recognize this opportunity,with nearly two-thirds of marketers saying their organization has invested in technology to automate or streamline processes within the last 12 months.Additionally,automation investments are expected to grow significantly in the coming year,with 79.3%of respondents saying their organizations plan to invest new technology that automates or streamlines processes within the next 12 months.Within the last 12 months,has your organization invested in new technology to automate or streamline processes?NoYes140 respondents36.4c.6%Does your organization have plans to invest in new technology to automate or streamline processes within the next 12 months?NoYes140 respondents20.7y.3%Copyright 2025 Basis Technologies.All Rights Reserved.19Over the past three years,AI has moved from to the periphery of marketing and advertising to its very center,going from a virtual non-entity to a must-have in every markers toolkit.This rapid evolution has been accelerated by the steady integration of AI into the products and platforms that underpin the digital advertising industry,driven by weighty and sustained investment from tech giants like Microsoft,Google,and Meta.The rise has been remarkable,but its just the start of a seismic technological shift thats poised to significantly reshaping the industry before the decade is out.A whopping 90.7%of marketing and advertising professionals believe that AI will radically transform digital advertising in the next three to five years,signaling that the sector is bracing for a wave of innovation that could redefine how brands reach,engage,and convert audiences.Looking Toward the FutureDo you believe AI will radically transform digital advertising within the next 3-5 years?NoYes140 respondents9.3.7%Copyright 2025 Basis Technologies.All Rights Reserved.20AI and Marketing:The RisksFor all its promise,AI also introduces a number of risks that marketers and advertisers cannot afford to ignore.As adoption accelerates and the tools become more widely used both in and outside the industry,AI-generated concerns around authenticity,brand safety,and public trust are coming into sharper focus.From the proliferation of misinformation and“AI slop,”to copyright liabilities stemming from to unlicensed training data,to skeptical consumers who are weary of AI usage,to the technologys growing environmental footprint,marketing and advertising professionals are confronting substantial risks on multiple fronts.Further complicating matters is the absence of clear regulatory guardrails,leaving organizations largely on their own when answering questions around AI usage standards,safeguards,and best practices.For marketers eager to capitalize on AIs extraordinary potential while simultaneously navigating its reputational,legal,and ethical pitfalls,its a balancing act may ultimately determine not just individual outcomes,but the trajectory of the industry as a whole.Copyright 2025 Basis Technologies.All Rights Reserved.21While AI is now a significant part of many marketing and advertising workflows,industry professionals know there is still risk associated from over-relying on its outputsparticularly in ads themselves.After another year in which numerous brands waded through controversies stemming from AI-generated ads3 4,nearly three-quarters(71.4%)of industry professionals believe consumers will find a brand less authentic if it uses AI-generated content in its marketing or advertising efforts,up from 60.3%last year and 55.0%in 2023.AI and Marketing:The Risks3https:/ you believe consumers will find a brand less authentic if it uses AI-generated content in its marketing or advertising efforts?No29.7.39.7%Yes28.6E.0q.4U.0 24 (141 respondents)2023 (202 respondents)2025 (140 respondents)Copyright 2025 Basis Technologies.All Rights Reserved.22The rise of AI slop has added a new chapter to the ignoble history of AI-generated headaches for marketers and advertisers.AIs rise has led to soaring rates of mis-and disinformation across the internet,resulting in new brand safety concernsto say nothing of the risks posed by publishing inaccurate AI-generated content on owned channels.Marketing and advertising professionals have universally recognized these threats,with 100%of respondents agreeing that AI poses a brand safety and misinformation risk for marketers and a resounding 88.6lling that risk moderate-to-significant,demonstrating how one of AIs most pressing risks is already drawing more attention from across the industry.AI and Marketing:The RisksDo you believe AI poses a brand safety and misinformation risk for marketers/advertisers?48.6.4%0.0%No risk40.0%Little riskModerate riskSignificantrisk140 respondentsCopyright 2025 Basis Technologies.All Rights Reserved.235https:/ AI usage soars,experts have sounded the alarm on the technologys substantial energy and water needs and its associated environmental impact5 6.These apprehensions are shared by a majority of marketing and advertising professionals,with nearly two-thirds(63.6%)saying they are concerned by the environmental impact of AIs significant energy needs,up from just over half of marketers who felt the same a year ago.AI and Marketing:The RisksAre you concerned by the environmental impact of AIs significant energy needs?No70.3).7S.2F.8%Yes63.6p.36.4 24 (141 respondents)2025 (140 respondents)Copyright 2025 Basis Technologies.All Rights Reserved.24Are you concerned by copyright risks/potential legal liabilities that could come with the use of generative AI?NoYes140 respondents46.8.4%The large language models that form the backbone of generative AI tools are,in essence,pattern recognition on an unprecedented scale.However,in order to train those models,companies have taken significant liberties when it comes to data harvesting,scaping the internet for any and all published content and utilizing a vast amount of copyrighted works in the processoften without the owners permission and/or anything in the way of compensation.This has resulted in lawsuits from creators7 and publishers8 alike,and its forced AI users to take a long second look at when,where,and how they deploy any AI-generated assets,which can(even without a users knowledge)wind up containing copyrighted materials.A whopping 86.4%of marketers say they are concerned by the copyright risks and potential legal liabilities that could come with the use of generative AI,showcasing the clear need for careful vetting,editing,and refining of anything creating with AI prior to usage.AI and Marketing:The Risks13.6%7https:/ 2025 Basis Technologies.All Rights Reserved.25As marketers work to strike the right balance between AIs upsides and downsides,it appears they will be left to do so with little guidance from federal regulators,with the current administration and congress opting to take a decidedly hands-off approach to the powerful and rapidly evolving technology9.While this strategy may be music to the ears to tech executives,it is not necessarily in line with the broader desires of the marketing and advertising industry.70%of marketing and advertising professionals say they believe AIs development and usage should be regulated,while just 7.1%think it should go unregulated.AI and Marketing:The RisksDo you believe AIs development and usage should be regulated?No7.1%Yes70.0%Unsure22.90 respondents9https:/www.congress.gov/crs-product/R48555Copyright 2025 Basis Technologies.All Rights Reserved.26AIs Impact on Marketing JobsWhile much of the focus on AI celebrates its efficiency benefits,its appeal extends far beyond speed.AI is now performing tasks once thought to be the sole domain of human talent,including copywriting,analysis,data optimization,strategic planning,and more.For some,this signals a historic opportunity:a chance to reallocate human expertise toward higher-level strategy,relationship building,and brand development.For others,its a flashing red warning light,raising concerns around oversight,originality,and a potentially devastating impact on marketing and advertising jobs.Regardless of sentiment,the shift of responsibilities between humans and AI is taking place in real timeand the pace is accelerating.Copyright 2025 Basis Technologies.All Rights Reserved.27As AIs prevalence in marketing and advertising continues to rise,so too has employee receptiveness toward its use and its benefits:94.9%of decision-makers say their teams have embraced the use of AI in their marketing/advertising work.That number is up significant from just last year,indicating that marketers are growing more comfortable and confident with the technologyor,alternatively,that AI resisters are finding fewer and fewer employment opportunities in the industry.AIs Impact on Marketing JobsHave you found that your employees have embraced the use of AI in their marketing/advertising work?Marketing and advertising leaders(VP-level and above)2024 (43 respondents)2025 (59 respondents)14.0%Strongly resisted25.4.6i.5.6%5.1%7.0%0.0%Somewhat resistedSomewhat embracedStrongly embracedCopyright 2025 Basis Technologies.All Rights Reserved.28AIs impact on marketing and advertising now extends well beyond efficiency,taking on tasks once inherently reliant on human expertise.More than one-quarter(27.9%)of marketers say their organization has replaced human tasks with AI solutions in the last 12 months,up from 21.3%last year and just 10.4%in 2023.More than one-quarter(27.9%)of marketers say their organization has replaced human tasks with AI solutions in in the last 12 months,up from 21.3%last year and just 10.4%in 2023.This growing outsourcing of tasks is emblematic of the industrys belief in AI and its ability to streamline operations,cut costs,and free human talent to focus on higher-value strategy and innovation.However,the relatively low adoption rate could also indicate ongoing concerns around AIs reliability in autonomous settings,demonstrating a continued need for human oversight.AIs Impact on Marketing JobsWithin the last 12 months,has your organization replaced any human tasks with AI solutions?No29.7!.3x.7%Yes72.1.6.9.4 24 (141 respondents)2023 (202 respondents)2025 (140 respondents)Copyright 2025 Basis Technologies.All Rights Reserved.29Agentic AIan emerging class of systems capable of autonomously executing multi-step tasks toward defined objectivesis widely expected to be the next major leap in artificial intelligence.Should they meet expectations,the tools have the potential to fundamentally reshape marketing and advertising operations,taking AI from“assistive tools”to“autonomous collaborators.”Early use cases could include complex processes like media planning,cross-channel optimization,and creative production,wherein agentic systems can ingest vast datasets,uncover and identify opportunities,run controlled experiments,and deploy changesall without constant human prompting.The resulting operational efficiencies could compress campaign cycles from weeks to hours,reducing reliance on fragmented point solutions and enabling marketers to reallocate time toward strategy,brand development,and innovation.Despite its promise,adoption of agentic AI remains limited,with just 20%of respondents saying their organizations currently“employ”AI agents for marketing and/or advertising work.That number is expected to rise in the coming months,as organizations look to AI for competitive advantages such as speed,adaptability,and cost-savings.AIs Impact on Marketing JobsDoes your organization currently“employ”any AI agents for marketing and/or advertising work?NoYes140 respondents20.0.0%Copyright 2025 Basis Technologies.All Rights Reserved.30Many of the greatest fears around AI stem from its potential threat to marketing and advertising jobs.Those concerns appear to be turning into a reality:More than one-quarter of marketing and advertising leaders now say they have used AI to replace human employees(and/or have existing plans to do so at this time),continuing a trend of increased AI-related layoffs as the technology slowly reshapes the industrys workforce.AIs Impact on Marketing JobsHave you used AI to replace human employees,and/or do you presently have plans to do so?No29.7.6.4%Yes74.6.5%.4.5%Marketing and advertising leaders(VP-level and above)2024 (141 respondents)2023 (202 respondents)2025 (140 respondents)Copyright 2025 Basis Technologies.All Rights Reserved.31In line with this finding,marketing and advertising professionals are growing increasingly concerned about human job security in an AI-driven world.Well over half(58.6%)of all marketers believe AI will lead to substantial job losses in their industry within the next three-to-five years,up significantly from just last year.AIs Impact on Marketing JobsInterestingly,while concern around widespread marketing job losses mounts,most marketers still feel secure in their own roles,with two-thirds of respondents saying they believe there is little-to-no risk that AI could replace their job within the next three-to-five years.Whether this is reflective of increased confidence in the need for human oversight and expertise alongside AI toolsor,alternatively,of marketers overconfidence in their own abilities and indispensabilityremains to be seen.Do you believe that AI will lead to substantial job losses in marketing and advertising within the next 3-5 years?No70.3).7A.1X.9 24 (141 respondents)2025 (140 respondents)Yes58.6p.3A.40 respondentsDo you believe there is a risk that AI could replace your job within the next 3-5 years?No riskLittle riskModerate riskSignificant risk7.9%.7I.3.1%Copyright 2025 Basis Technologies.All Rights Reserved.32How Marketers Feel About AI in MarketingOn the whole,when it comes to AI in marketing,the industrys outlook appears to largely be quite rosy.Just over three-quarters(75.7%)of marketing and advertising professionals believe that generative AI will have a positive impact on their industry.But,just as in past years,simmering beneath the surface is a marked enthusiasm gap between senior-level decision-makers and the entry-to-mid level employees who are more likely to use the technology in their day-to-day workor see their jobs replaced by it altogether.While an overwhelming 84.7%of senior leaders maintain a positive view of generative AIs potential impact on marketing and advertising,just 69.2%of those director-level and below feel the samethe overwhelming majority of whom feel that the impact will be only somewhat positive.The gap suggests that,while senior leaders may see AI as a strategic growth driver,those closer to the day-to-day work are more attuned to the technologys flaws and,understandable,the threat it poses to their work and their livelihoods.If left unaddressed,this divide could slow adoption,breed skepticism,and create cultural friction that undermines AIs full potential in marketing organizations.What impact do you believe generative AI will have on the marketing/advertising industry?19.3V.4!.4%2.90 respondentsOverallMostly negativeSomewhat negativeSomewhat positiveMostly positive28.8U.9.6%1.7Y respondentsMarketing and advertising leaders(VP-level and above)Mostly negativeSomewhat negativeSomewhat positiveMostly positive12.4V.8.2%3.7 respondentsMarketing and advertising leaders(Director-level and above)Mostly negativeSomewhat negativeSomewhat positiveMostly positiveCopyright 2025 Basis Technologies.All Rights Reserved.33How Marketers Feel About AI in MarketingWith all the buzz,marketing,and sky-high expectations surrounding AI,marketers would be forgiven for finding the tech to be overhyped.But as AI tools have started to demonstrate their value and make their way into users workflows,industry professionals appear to be increasingly clear-eyed about its impact and its potential.While a not-insignificant 40.7%of marketing and advertising professionals say they believe AI is overhyped,that number is down sharply from 53.2%a year ago.Do you believe AI is overhyped?No70.3).7S.2F.8%Yes40.7p.3Y.3 24 (141 respondents)2025 (140 respondents)Copyright 2025 Basis Technologies.All Rights Reserved.34As for current attitudes on AI in marketing,the sentiment among industry professionals is largely positive:59.7%say they are cautiously optimistic about AI,while 16.4%say theyre excited about the emerging technologyboth down slightly from a year ago.And though AI usage has increased and marketers have found it enhances the quality and efficiency of their work,not everyone is celebrating AIs continued emergence:16.4%say they are skeptical of AI,while another 6.4fined their current attitude toward AI in marketing and advertising as“scared.”How Marketers Feel About AI in MarketingWhat is your current attitude toward AI in marketing and advertising?(140 respondents)16.4Y.7%ExcitedCautiously optimisticSkepticalScaredOver it16.4%6.4%2.9%Copyright 2025 Basis Technologies.All Rights Reserved.35AI and Marketing:Whats NextIn just three years,AI has grown into a foundational force thats actively transforming the way marketers and advertisers work.Nearly every professional across the industry is regularly using AI in some capacity,with three-quarters reporting measurable efficiency gains and the vast majority expecting the technology to radically transform digital advertising within just a few years.In this context,ignoring AI is no longer an option.Yet the real disruptionand greatest impactmay well lie ahead.Emerging technologies such as agentic AI and custom(or semi-custom)models trained on proprietary datasets will enhance workflows in wholly new ways.Campaign cycles will likely compress,strategy and execution will increasingly converge,and the makeup of core marketing talent will inevitably evolve.To seize the opportunities and mitigate the risks,agencies and brands must act with urgency on three fronts:Prioritize first-party data foundations:Only one in five professionals say their organizations treat first-party data as central to AI initiatives.Without clean,unified,and consented data,AI models cannot deliver differentiated value.Invest in custom solutions and talent:Off-the-shelf tools provide efficiency,but the next competitive edge will come from models tailored to brand-specific needs,supported by teams trained to wield them effectively.Balance experimentation with governance:As with any new technologyespecially one built upon first-party dataleaders must encourage thoughtful adoption while setting guardrails around authenticity,brand safety,and legal exposure to ensure sustainable success.The AI era is advancing faster than most predicted.For those who act decisively,it offers a historic chance to leap ahead in efficiency,creativity,and strategic impact.Those who hesitate risk falling behind in an industry that is hastily working to redefine itself.The organizations that succeed in this new environment will be those that strategically prepare their teams,data,and tech stacks for a future it is rapidly coming into view.36Since 2001,Basis has provided unified software and services to simplify and automate digital media operations,improve efficiency,and drive increased profitability at marketing organizations.Today,Basis is the most comprehensive advertising automation platform in the industry and the only platform to consolidate planning,digital operations,reporting,and financial reconciliation across programmatic,publisher-direct,search,CTV,and social.Learn more at B
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End of 2025 Search Trends Report 1Future-Proof Your Search Strategy for the Rest of 2025&Beyond 203T.
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2025MEDIA TRENDS&PREDICTIONSContentsi0113253547IntroductionThe media ecosystem Optimism,convergence and an identity crisisContent The boom,bust,and battle for audience attentionData,tech,and analytics Navigating privacy,regulation,and the rise of AIAudience measurement Redefining the status quo for a fragmented media worldPeople and skills Future-proofing the media ecosystemWant to feel confident about the future?Then focus on people from every angleTodays media landscape is shaped by a convergence of major trends,including market volatility,evolving industry dynamics,and the increasing complexity of media and technology.Macro factors,such as international crises and political change,add further instability.At the core of these challenges,however,lies one dominant challenge for media buyers and sellers:a crisis of confidence.And when confidence is lacking,regulations tend to tighten,audiences can shift,business models and revenue streams might be disrupted,and investment can dry up.However,the current situation,though challenging,does not pose an existential threat.This report highlights several reasons for optimism,notably sustained advertising expenditure and the advent of emerging technologies.The latter,in particular,are poised to drive growth,foster innovation,and enhance industry resilience.But ad spend growth or investing in new tech alone will still not resolve the industrys core challenges.The future of media ultimately depends on a renewed focus on people both within the industry and the audiences it serves.Indeed,the sectors most valuable asset is its highly skilled workforce,and their ability to innovate and adapt will be critical in steering the industry forward.Beyond just driving technological advancement,these individuals are the ones who can interpret and apply the tools of AI and data to address the unique challenges of todays media landscape.Their insights,creativity,and strategic thinking will be the foundation upon which future success is built.But we need more of them,and the ones we have need to embrace and learn new skills.Equally important is the role of people as consumers.The media industry exists to serve audiences,and understanding the evolving preferences and behaviours of these consumers will be key to shaping media strategies.In a world where online experiences are more immersive and personalised,peoples media consumption habits are increasingly fluid.The ongoing shift in how audiences engage with content from linear television to streaming,social media,and beyond presents both an opportunity and a challenge.Success will depend on the industrys ability to not only deliver compelling content but also to accurately measure how,when,and why people engage with it.Thats why people-powered measurement is the final crucial element in this equation.At its core,its about understanding audiences at a granular level,utilising data-driven insights to refine strategies for reach,engagement and monetisation.But again,its also about the people behind the metrics the data scientists,analysts,marketers,and strategists who make sense of complex data sets to inform decision-making and build compelling narratives.They bridge the gap between raw data and actionable insights,enabling businesses to respond to changing audience behaviours with agility.In this context,the media industrys future rests not only on the technological innovations that will shape its operations but on the people who drive those innovations and the consumers who ultimately engage with them.2025 will require a balance between leveraging cutting-edge technology and fostering human expertise and creativity.By focusing on both,the industry can bolster confidence,de-risk decision-making,tap into new opportunities,and continue to evolve in a way thats both innovative and sustainable.John McCarthyChief Marketing Officer Kantar MThe media ecosystem Optimism,convergence-and an identity crisisRising ad spend and blurred boundaries are transforming media,presenting both challenges and opportunities for a market in fluxA trillion reasons to be positive about advertising investmentDespite a range of trends causing a crisis of confidence for the sector,ad investment is one of many reasons to feel optimistic.In 2024,global advertising expenditure was forecast to increase by 10.5%to reach a milestone of$1.07 trillion,marking the strongest growth in six years,according to WARCs Global Ad Spend Outlook.This level of growth,initially forecast by GroupM to occur in 2025,was spurred by significant investments across various regions and channels.1 2North America,buoyed by US election advertising,led with a forecast of 8.6%to$347.5bn.In Europe,ad spend is forecast to rise by 5%,with the UK securing the largest spend in the region,growing 8%to$47.5bn.Meanwhile,social media in all its forms now the largest single category,having overtaken search,and excluding YouTube in WARCs methodology accounted for 22.6%of global ad spend.Meanwhile,retail media advertising placed on a retailers media network emerged as the fastest-growing channel,expected to double its share to 14.3%by 2026.TV continues to grow across most formats.Indeed,as more delivery formats become available,the more apparent the power of the TV set itself the second-strongest growth channel,for instance,is expected to be connected TV(CTV)with a 19.6%increase in ad spend to$35.2bn.Convergence spreadsWhile advertising remains a core focus,2024 saw media brands increasingly diversifying their business models to stay competitive in an evolving,hybrid media landscape.This shift reflects the growing need to expand beyond existing revenue streams,with businesses exploring new partnerships and opportunities across platforms to keep pace with changing consumer behaviour,technological innovation,and increased competition.For example,VOD platforms that lean on subscriptions are increasingly deploying a blend of paid subscriptions and ad-supported models and Kantar Medias TGI Global Quick View data indicates that 58%of connected consumers globally would accept adverts if it reduced their TV or video streaming subscription costs.2024 TrendsInterestingly,theres a clear difference between heavier and lighter VOD viewers,with heavier users far more open to ads(see chart).Often subscribed to multiple services,theyre motivated by the chance to lower their monthly costs.Lighter users,however,tend to resist ad-supported models,likely due to time constraints that make ad interruptions less appealing.These distinctions highlight the need for targeted strategies to convert different audiences.This continued shift towards hybrid business models often characterised by experimentation,false starts and dead ends is becoming a staple across the industry.Many media brands,whether they started as native VOD services,broadcasters and networks,or as print editions,are now capitalising on a variety of monetisation strategies to leverage their content and audience reach effectively.The media ecosystem Heavier streaming users are more likely to accept ads in their streaming service if it makes it cheaper(by time spent watching any streaming service per day)257FQepx%Global average Less than 30mins30 mins to 1 hour1-2 hours2-3 hours3-5 hours5-7 hours7-9 hoursMore than 9 hoursSource:TGI Global Quick View 2024 Sample:84,000 connected consumers in 37 marketsStatement:Any Agree-“I would be happy with adverts on a TV/Video streaming service as long as my subscription was cheaper”584and an identity crisis unfoldsAs media brands experiment with new business models,the industry is also grappling with a growing identity crisis as existing boundaries between platforms blur,creating a converging ecosystem of multifaceted media brands.This transformation is more than just semantics;it represents a fundamental shift in how content is created,consumed,and distributed.The situation is further complicated by naming conventions that often confuse both audiences and industry professionals,potentially undermining audience classification efforts when there is uncertainty about inherently similar VOD differentiators like AVOD,SVOD,BVOD,and TVOD.Synthetic media heralds a new eraOn the subject of complex media definitions,the industry collectively shone a spotlight on a relatively new term in 2024:synthetic media.This refers to the ability to generate highly realistic,entirely machine-made content using artificial intelligence(AI).5 Whether the name sticks or not,synthetic media is poised to have a profound impact on the sector.Major media owners including the UKs largest commercial broadcaster,ITV,and Amazon Ads have already trialled producing ads and tools using generative AI(see page 18)6,while at the user level,the influence of synthetic media is widely apparent.Social media platforms are flooded with synthetic art,music,text,and video,while AI is also helping produce podcasts and edit video,allowing anyone to compete with those with larger production budgets.Although synthetic media is not considered its own unique delivery form,it has already begun to shape other types of media,and synthetic data is even being trialled in some forms of media measurement(see page 40).These technical(or sometimes legal)terms,which are frequently based on definitions that can become outdated quickly,also pose barriers to understanding and engagement,making it challenging for the media to connect with its audience and effectively convey important information.Meanwhile,others believe CTV itself is a needlessly complex term,and the industry should focus more on the quality of the content and less on the buying mechanisms and just call it TV!3 There is a similar appetite for simplification elsewhere too.As linear TVs definition becomes less obvious,for example,some industry voices are talking of convergent TV,a term that would better represent the convergence of various television distribution platforms and technologies into a single,integrated viewing experience.4 Whats in a name?This report was produced using media definitions that are broadly,though not universally,shared across the sector,aligning with those referenced in both WARCs and GroupMs ad spend forecasts.Where nuances or convergence occur,we have noted them and acknowledge that some definitions remain in flux.The media ecosystem 56Whats next in 2025?Television&videoLinear TVStreaming/VODChallengeOpportunityConnected TV(CTV)Media channels at a glanceTV is now a converged media,incorporating multiple platforms where linear,connected,and streaming coexist among myriad other definitions.Fragmenting viewership continues as audiences shift to on-demand streaming platforms,making it harder for advertisers to justify large linear TV budgets in isolation.7 However,the speed of change differs from market to market which is why its essential to use tools like Cross-Platform View to understand the direction and pace of the change.8Saturation of the streaming market and budget restrictions are forcing platforms to reduce the number and cost of content commissions,limiting fresh,exclusive shows.Meanwhile,subscription fatigue is a growing issue.11The CTV market is highly fragmented with many devices and platforms,making it difficult for advertisers to track who is watching and when.CTV offers precise audience targeting,giving advertisers the ability to refine campaigns and reach specific segments.The growing number of CTV devices globally also opens up new revenue streams.Linear TV is both highly trusted and secures massive audiences during live events like sports and news.9 And new collaborations,such as Freely in the UK,bring broadcaster linear and on-demand services together into the same CTV platform to maximise prominence and enable accessibility.10Streaming services are exploring additional revenue streams through advertising formats,merchandise,gaming,and experiences linked to popular shows,tapping into fan loyalty.12 Additionally,subscription bundling and a move into sports should help to overcome churn.The media ecosystem 87ChallengeOpportunityPrint editions continue to experience a sizeable shift,with fewer advertisers willing to invest in print ad spaces alone despite high trust and effectiveness.Meanwhile,online news and magazine platforms grapple with the rise of ad-blocking,synthetic content,growing privacy concerns,and the(uneven)phase-out of third-party cookies.As new AI tools including deepfakes and chatbots become more widely available,platforms will need to find new ways to manage the dissemination of misinformation,disinformation,and toxic content.15Search algorithms are increasingly complex,and generative AI tools are changing how users search for information,making long-standing SEO strategies a lot harder.With the rise of streaming services,sophisticated home entertainment systems,and soaring production costs,fewer films are being made for theatres,and audiences are becoming more selective.This places pressure on studios to produce films that are both critically acclaimed and commercially successful a crisis of confidence that sees studios more often than not lean into safe bets,often based on established franchises.19Voice search and AI-powered search tools represent new,ever more intuitive ways for users to discover content.Theres also significant potential for search engines to dominate AI-led experiences if they adapt quickly.As Dune:Part 2 demonstrated,premium cinema experiences like IMAX,Dolby Cinema,and event screenings prove cinema still offers unrivalled shared experiences impossible to replicate at home and appetite is high post-pandemic.20 Event movies and live-streamed events in cinemas are also a growing trend.Whilst solutions are under development,attribution and economic modelling remain a technical obstacle for out of home.14Digital OOH offers dynamic,flexible ad options in high-traffic areas,remaining one of the few mass-market channels available,alongside TV set viewing.Innovative campaigns,like tailored interactive billboards,are also creating memorable experiences for audiences.Moreover,integrating OOH with other channels,such as mobile and digital radio,can create a more comprehensive and impactful marketing strategy.Print is witnessing some renewed interest as screen fatigue grows,with readers valuing its tactile nature.It also offers premium brand-building inventory for advertisers,particularly when targeting niche audiences who view print as more trustworthy.13 Beyond print,programmatic advertising continues to advance,leveraging first-party data to deliver more personalised and effective ads.With forecasts projecting 60%of time spent on social platforms in the US in 2024 to be accounted for by video16,and the growing opportunity for social media as a discovery channel signals a significant shift in search dynamics,presenting new opportunities for platform growth as brands shift strategies and investments.Incorporating in-app search ads can merge the utility of search engines with the cultural resonance of social media,creating a more effective and holistic approach to consumer engagement.17 18The media ecosystem News and magazine mediaOut of home(OOH)Social mediaSearchCinema109Retail mediaChallengeOpportunityLower barriers to entry have flooded the podcast market,making it harder for new shows to stand out.Fast-forwarding through podcast ads is also a significant problem for advertisers.21Delivering a seamless omnichannel experience remains difficult as retailers grapple with balancing physical and online advertising forms.24The diversification and fragmentation of the listening experience opens up new measurement and monetisation issues as established radio brands seek to leverage their increasingly diverse platforms.23Radios reach still remains high and it is a highly trusted source of curated content,with the potential to blend linear and streaming offerings.Being largely a live media,it also builds connections and communities through shared listening.Digital extensions of radio,like podcasts and on-demand shows,are adding reach and appeal to new audiences.Podcasts continue to grow in popularity(as do live events for many podcast hosts),offering brands a highly intimate way to connect with listeners.Many podcast listeners look up products mentioned by hosts,providing unique conversion opportunities for advertisers.22Retail media is rapidly growing,driven by first-party data and the ability to personalise ads in real time.Brands can directly track the impact of media on sales,offering clear attribution and better return on investment.As a new media,it is also benefiting from huge hype and interest as brands experiment.25Online audioRadioThe media ecosystem 1211Content The boom,bust,and battle for audience attentionMarket saturation,shifting generational preferences,and technological advancements are revolutionising how audiences engage with content challenging media groups and platforms to innovate and adapt6%6%8%Streaming bundles help combat subscription fatigueIn 2024,many media companies introduced bundled streaming services as part of their continued efforts to tackle subscription fatigue.Viewers,increasingly frustrated with the expense of juggling multiple subscriptions,often cancelled after consuming specific content,leading to higher churn rates.According to data from Kantar Entertainment on Demand,this trend of subscribe,watch,cancel,repeat known as boomerang behaviour has become more prevalent as consumers seek to reduce costs,and was identified in 46%of US consumers over the last 12 months,and 23%in the UK.26 27Bundling or aggregation is a strategic response,offering more content at a lower combined price to help retain subscribers.In the US,Disney,Hulu,and Max launched a combined bundle together,simplifying the consumer experience,while Comcast launched a package that included Apple TV ,Netflix,and Peacock.28 Amazon Prime Video users in the US will also be able to subscribe to Apple TV through Prime Video the latest service to join over 100 streaming services on the platform.29 As bundling gained traction,it became clear this approach could help mitigate churn and stabilise the market.End of the content boom?The challenges of market saturation have also led platforms like Disney ,Netflix,and Amazon to be more selective in their investments in original content,or to lean into established libraries.Rising production costs,coupled with intensifying competition,have forced companies to reassess their strategies.Audiences have also started noticing the rapid commissioning and cancellation cycles(as well as the impact of the 2023 writers and actors strikes),with fewer new releases than during the peak years of the streaming gold rush.In the second quarter of 2024,the number of US productions dropped by 40%compared with the same period in 2022,while global output saw a 20cline,according to ProdPro.30 31Despite the cooling market,audience demand for content remains strong but requires a balance.For example,Kantar Medias TGI shows that,on average,43%of connected consumers across 37 markets prioritise the type of content offered when choosing a platform,while 42%focus on the quantity available.This suggests that,even as the streaming boom wanes,the quality and diversity of content will continue to drive consumer decisions.The chart below illustrates the viewing lifecycle of the comedy Colin from Accounts in the UK,showing audience engagement across live BBC broadcasts and the streaming platform iPlayer.It demonstrates how a boxset release strategy sustains viewership over time.ContentExtending audience reach through multi-platform strategiesCase study:Colin from Accounts6%5%3%4%3#B(4)64%0$53#%4)A#%Episode 1Episode 2Episode 3Episode 4Episode 5Episode 6Episode 7Episode 8Pre-transmission(VOD)Broadcast launch1-7 days8-28 days29 daysSource:BarbColin from Accounts boxset and weekly episodes from September 20242024 Trends1516Generational content preferences shape streaming strategiesGenerational differences in content preferences significantly shaped streaming strategies in 2024.Globally,younger audiences(aged 1624)exhibited a strong preference for animations,Korean dramas,and Hispanic/Latina shows according to Kantar Medias TGI.This is leading to platforms like Netflix greenlighting more animated series,particularly anime,to cater to these viewers.32In contrast,older audiences,particularly those aged 5564,show a marked preference for action and adventure movies,and are 33%more likely to seek out such content compared with younger groups.Crime,thriller,and mystery films also gain popularity with age.This generational shift reflects broader changes in content consumption,with viewers under 35 more likely to favour diverse and global programming.Korean dramas,in particular,have gained a huge following in this cohort.As streaming platforms compete to meet these varied tastes,their programming decisions have certainly become more tailored,ensuring a richer,more engaging viewing experience for all generations.Synthetic contentThe rise of synthetic media,powered by AI advancements,is beginning to transform the content creation landscape.AI-generated content is becoming increasingly sophisticated,enabling the production of hyper-realistic,yet entirely machine-made,media.While this technological leap brings concerns around misinformation and disinformation,it also opens up new avenues for creativity and innovation.33Production companies like Lionsgate are embracing AI in both pre-and post-production,collaborating with firms like Runway to tap into extensive media archives,while Amazon has also begun offering cost-conscious advertisers AI image,video and audio generators.34 Meanwhile,social media is now awash with synthetic content as users are given access to powerful generative AI tools to help create images,text,video,and audio.The tools also help with previously off-limits editing and production capabilities.However,as synthetic media moves into the mainstream,the industry faces pressing ethical challenges around authenticity.The growing prevalence of AI“deepfakes”is already eroding confidence,enabling people to dismiss or question real events more easily.It also introduces lots more content into the media ecosystems,making the fight for attention even tougher.Content1817Content moderation put to the testIn 2024,X(formerly Twitter)became a global experiment in testing the limits of free speech online while highlighting the significant business challenges of abandoning content moderation.After loosening its policies in favour of a more absolutist interpretation of free speech,the platform faced a complex and largely negative reality.To much fanfare and threats of legal action,brands and advertisers withdrew their ads,citing concerns about brand safety.In Brazil,X was even temporarily blocked for failing to comply with regulations regarding unmoderated content.To illustrate the scale of the issue,Xs September 2024 transparency report revealed a sharp decline in enforcement,with only 2,361 accounts penalised for hateful content in the first half of 2024,compared with one million in late 2021.35 This stark contrast demonstrates the critical role content moderation plays in todays media ecosystem,as sentiment and levels of engagement have fallen.36 37Olympics drive viewership in 2024The Paris Olympics sparked a significant surge in global viewership,with broadcasters reporting record-breaking numbers.In the host nation,France Tlvisions averaged 23.2 million viewers for the opening ceremony,peaking at 25.2 million.BeIN Sports reported a 145%increase in the Middle East and North Africa compared with Tokyo 2020,while NBC Universal reported an 82%rise in the US,with 30.6 million viewers tuning in across live and primetime catchup on all platforms.38 Warner Bros.Discovery,holding exclusive pay-TV rights across much of Europe,witnessed streaming records for the Olympic Games.39 Meanwhile,over 300 million people engaged with Olympic content on social platforms,highlighting the growing importance of a diverse distribution strategy.In many markets,such as Brazil,the Olympics have certainly retained and even expanded their must-see status,attracting enthusiastic advertisers and driving a 37%increase in investment in the sports category from January to July 2024 compared with the previous year.40 These trends highlight the enduring appeal of live sports,particularly for linear television,which continues to play a critical role despite shifting viewing habits.Among those who watched sports last year,78%did so on TV.411920Content22Whats next in 2025?Sports will propel direct-to-consumer models but widen inequalitiesSports content maintains strong viewership across platforms,particularly linear.However,we are seeing a plateau in the value of sports rights,especially outside marquee leagues like the Premier League or Formula 1.Leagues such as Ligue 1 and Serie A struggle to command premium rights prices,prompting some rights holders to explore direct-to-consumer(DTC)streaming models as a way to retain control over distribution.42 This shift has two significant impacts.First,while DTC models offer fans more direct access to content,they also fragment the viewing experience,making it more challenging for audiences to know where to watch all major events,especially with global streamers buying exclusive rights.This also risks damaging the long-term appeal and therefore value of a sport,as its likely to lose saliency with the wider audience.Second,from an audience measurement perspective,widespread out-of-home consumption reinforces the need to measure in and out-of-home viewing a significant opportunity for both buy and sell-sides to calculate the reach of their content and advertising in totality.AI will accelerate innovation and erode cultural barriers Algorithmic content sorting and discovery is increasingly prevalent.As the rise of generative AI and synthetic content gains traction,the potential for content providers to tailor their content to please algorithms becomes possible.Moreover,AI-powered real-time translation could also alter how content is consumed globally,allowing media to transcend language barriers beyond closed captions.Technologies like AI dubbing and speech translation,as we saw during Metas 2024 Developer Conference,could enable viewers to experience content in their native languages without losing cultural nuance.43 This development has enormous potential for media companies,live streamers and advertisers,who will be able to target global audiences with much greater ease and higher levels of personalisation.Localised content,which has already gained popularity in markets like Brazil and South Korea,will only expand further as AI bridges linguistic gaps,creating shared,global content experiences.but questions about authenticity will endureAIs ability to create highly convincing fake content whether videos,images,or audio makes it easier for people to question the authenticity of real-world events.Kantar Medias TGI data shows that 60%of connected consumers are concerned that technology is causing society to lose touch with reality,a fear that extends into the media sphere.Whilst media companies continue to make great progress in harnessing the power of AI as a force for good in driving an improved consumer experience,they will need to prioritise privacy-preserving technology and public education to counteract misinformation and build and retain media brands that people can trust.The future may therefore see a push towards more authentic,human-driven content,as users and creators become more discerning,and media sellers better understand how authenticity and human connection drives engagement.21ContentContent21Social media regulations come into forceThere has been a significant push for stricter regulations on social media platforms to protect users,especially children,from harmful content.The Online Safety Act in the UK and the Digital Services Act(DSA)in the EU are key examples of this trend and social media companies will face very significant changes as the new legal safeguarding rules come into force in 2025 after a grace period.44 These changes will likely include stricter content moderation practices,increased transparency about their algorithms,and potentially higher penalties for non-compliance.45The future of engagementMedia companies will need to evolve to meet changing consumer demands.As competition intensifies and technology advances,innovation beyond existing models will be crucial.Personalisation,for instance,offers a growing opportunity that complements the broad reach of mass media.By leveraging data-driven insights,media buyers and sellers can create more tailored content experiences,ensuring relevance and engagement in an increasingly fragmented landscape.Additionally,bundling services and adopting hybrid revenue models integrating advertising,subscription,and e-commerce will be key to attracting and retaining audiences.As media analysts like Evan Shapiro suggest,those who fail to adapt to these dynamic,consumer-centric ecosystems will struggle to thrive.Buyers and sellers alike must embrace a more personalised and flexible content experience,benefitting both creators and audiences.Content2324Data,tech,and analytics Navigating privacy,regulation,and the rise of AIThe convergence of privacy safeguards,evolving consumer expectations,and the rapid growth of new technologies means businesses must now balance innovation with trustThe evolving role of consumer choice in a world looking beyond cookiesGoogles announcement that it will retain third-party cookies on Chrome was widely seen as a pragmatic move in July 2024.Despite cookies reputation as a controversial tool in online advertising often criticised for data collection practices that overlook consumer privacy Google encountered challenges in gaining industry-wide support for their removal.Yet the efforts advertisers have invested in seeking alternatives have not been wasted they have provided valuable insights into how much more informed and discerning consumers have become about the ways in which their data is shared,monetised,and utilised.The real imperative for the industry now is to recalibrate its approach to data collection,collectively adopting a new guiding principle.With the rise of consumer data regulations,including GDPR and CCPA,the focus must shift towards consumer choice.Advertisers need to prioritise transparency,empowering individuals to understand how their data is being used and ensuring robust privacy protections are in place.46Clean rooms sparkleData clean rooms are now playing a prominent role in bringing data sets together.While techniques for blind matching data sets are long established,clean rooms provide businesses with a secure,controlled environment for sharing and analysing data.This allows them to collaborate and extract valuable insights without compromising sensitive information or privacy.In an era where data breaches and consumer distrust are ever-present challenges,clean rooms offer an appealing mechanism for techniques like panel exchanges.They also significantly reduce risks,with data protected throughout its lifecycle.47Openness to new data solutionsAs data sets become increasingly complex,organisations are seeking solutions and tools that can seamlessly work with multiple data sources.In 2024,the demand for planning and analysis software tools across audience data sets certainly grew as businesses faced diverse data types and evolving needs.While not all data is of equal quality or depth,businesses require tools that enable them to access and analyse various data sets without being confined to specific formats or sources.The growing use of software to allow media buyers and sellers to mine,interpret,and integrate a wide range of data sets whether from TV audience data,online behavioural data,or first-party data sources is crucial.By embracing platforms and software that can process data both at scale and at speed,media buyers and sellers can foster a more comprehensive understanding of audience behaviour and media performance,ensuring no valuable insight is overlooked.As the need for these solutions grows,businesses will increasingly turn to tools that promote openness,collaboration,and greater data integration.Data,tech,and analytics2024 Trends2728Generative AIGenerative AI may well be the term of the year,and in 2024 the media and advertising world truly began to explore how AI,in its many forms,might transform the creation,consumption,and monetisation of media.One of its most significant impacts has undoubtedly been on advertising.Previously,creating personalised ads was a time-consuming and resource-intensive process.However,generative AI can now quickly generate highly targeted and relevant ads based on individual user data.Even TV ads have been tested and generated this way although largely for small,local businesses that could not afford a big-ticket,human-crafted ad.48AI refers to the overarching field dedicated to creating intelligent systems both adaptable and autonomous capable of performing tasks typically requiring human intelligence.Machine learning,a subset of AI which the industry has used for decades,involves algorithms that learn from data to make predictions or decisions which are integral to refining audience insights and targeting.Within machine learning,deep learning uses neural networks to process data in complex ways,allowing models to recognise patterns and make sophisticated inferences.Neural networks are one of many AI approaches;other methods include decision trees,which split data into branches based on specific conditions for targeted predictions,and genetic algorithms,which optimise solutions by simulating evolutionary principles.50Generative AI,a key branch of AI,is focused on models that can create content,such as text,images,or video.Large language models(LLMs),a specific form of generative AI,use deep learning to understand and generate human-like text,with transformative applications in content creation,personalised advertising,and consumer engagement.51What do we mean when we say AI,machine learning,or generative AI?Generative AI is also being used to create more immersive and engaging content experiences.For instance,AI-powered tools can generate personalised video content,interactive articles,and even virtual influencers.This has opened up new opportunities for brands to connect with their audiences in innovative ways.However,AI has also faced some cultural pushback.It has also become a source of humour on social media,where count the fingers has emerged as a meme poking fun at AIs frequent inability to accurately depict human hands.Indeed,AI-generated art is even mockingly referred to by younger people as boomer art because it fools so many older people giving it an embarrassing aspect that may impact how its used and perceived.49Data,tech,and analytics2930Whats next in 2025?Data clean rooms offer more than just securityThe rising popularity of clean rooms for combining and exchanging data sets signals a broader industry shift towards privacy-first solutions and a growing desire to adopt hybrid measurement approaches which manage and integrate more data sources.This trend fosters collaboration between media buyers and sellers as the industry strives towards a more integrated picture of content and campaign performance.As the industry looks for future-proofed measurement tools,data clean rooms are evolving to become a standard practice,especially as more affordable options emerge.However,as with any new technology,their capabilities need to be fully explored.Once the data has been exchanged in a clean room or other matching technique,its absolutely essential that data refinement pipelines are established.This aspect has been little understood and consequently has been a core focus for Kantar Media,particularly in order to manage consent,data individualisation,and ensure the data combined in clean rooms is ready for high quality industry measurement.Regulation could slow down AI aspirations Although theres little doubt that AI will be subsumed into many existing technologies,platforms and ways of working,the gold rush might be tempered in some markets at least by regulations.For example,Metas latest AI technology will not be launched initially in the UK and EU because of regulatory uncertainty.52This Meta decision is indicative of the growing trend of governments and regulatory bodies worldwide to implement measures to mitigate the potential risks associated with AI.These risks include privacy violations,job displacement,and the potential for AI to be used for malicious purposes.Machine learning,rebrandedMany existing machine-learning and algorithmic technologies are likely to be rebranded as AI during the ongoing hype cycle.This trend is driven by public perception,as AI is now a buzzword associated with innovation and intelligence,making it an attractive label for securing funding and attention.Companies often seize the opportunity to rebrand their products to align with this hype,even when the underlying technology is not new.3231Data,tech,and analyticsFor instance,natural language processing and recommender systems,which have been around for decades,are now frequently marketed as AI-powered solutions.While some advancements in AI are indeed transformative,its crucial to critically assess claims,as many AI offerings may simply be repackaged versions of established technologies.Similarly,many statisticians could see a rebrand as data scientists in response to the growing demand for associated tech roles which might mask the industrys very real need for AI and big data expertise(see also page 53).Theres also the danger that those who are sceptical or concerned about the use of AI including regulators may push back against technologies that have actually been around for a while but have been rebranded as AI.Beyond the AI hype lies genuine progressWhile AI has generated a lot of headlines through 2024,its important not to lose sight of the fields remarkable advancements.Despite the buzz,researchers and industry leaders are making substantial investments to refine AI systems,improve reliability,and address issues such as interpretability and ethical standards.Progress in AI is real,with emerging solutions that offer new levels of insight into consumer behaviour,enhanced content personalisation,and better ad targeting,benefitting media owners,brands,and audiences.While some technologies will be rebranded rather than reinvented,the pace of AI advancement remains remarkable,with genuine innovation driving capabilities that were previously unachievable.The focus on measurable improvements in this space means that every setback however public also leads to valuable adjustments,strengthening AIs role in the media industrys future.As the industry continues to evolve,maintaining a balanced view of AIs risks and rewards will allow the industry to harness its true potential in 2025 and beyond.3433Data,tech,and analyticsA mix of big data,emerging technologies,and a renewed emphasis on panels is enabling more precise understanding of audience behaviour.At the same time,collaboration and cross-media measurement are becoming essential in navigating todays increasingly complex media landscapeAudience measurement Redefining the status quo for a fragmented media worldAudience measurementBy incorporating operator data with the existing panel,Numeris in Canada has significantly reduced the number of zero-rated programmes.Collaboration grows2024 cemented collaboration as a key characteristic of the media industry,with stakeholders recognising that increased co-creation and joint efforts can deliver new data to serve the growing use cases for measurement.Research partnerships are certainly driving the development of new audience measurement solutions,as seen with the advertiser-led Origin(UK)and Aquila(USA)services,and the Netherlands cross-media architecture initiative,NMO.These services serve to connect data sets,offering media buyers and sellers a more holistic view of audiences across platforms and media.In the UK,broadcasters ITV,Sky,and Channel 4 have launched Project Lantern,a collaborative panel designed to measure TVs impact on campaigns across channels.Similarly,Barb and PAMCo,the UKs respective TV and print measurement bodies,are testing shared data collection methods,seeking to provide more unified audience insights.Hybrid consensusAlthough hybrid solutions the integration of panel data with big data have been an important part of audience measurement for some time now,2024 marked a new phase.Big data provides data at scale,but often lacks the demographic detail needed to fully understand audience behaviour.On the other hand,panel data offers rich demographic insights and tracks usage across the various separate platforms,generating data sets that are critical in establishing reach and frequency.Recent data fusion initiatives,including the UKs Barb Panel Plus tender,Spains Panel and HbbTV pilot project,and Canadas Numeris VAM initiative,aim to advance TV measurement by integrating representative panel data with large-scale data from devices and/or operators.These latest hybrid approaches enable a bigger data sample,unlocking a more granular view of audience viewing.Beyond TV viewing,the integration of big datas scale and panel datas accuracy also offers a reliable measurement solution in a world looking to move beyond reliance on cookies,where privacy regulations demand accurate consent-based audience insights.Mitigating zero-rated audiences through hybrid measurement0Wk1Wk11Wk22Wk2Wk12Wk23Wk3Wk13Wk24Wk4Wk14Wk25Wk5Wk15Wk26Wk6Wk16Wk27Wk7Wk17Wk28Wk8Wk18Wk29Wk9Wk19Wk30Census data panelPanelWk10Wk21Wk201234567Source:NumerisTotal Canada,A Canadian Specialty Station,Adults 18-34,August 28 March 24,2024,Monday-Friday,9-10pm2024 Trends3738Working with Kantar Media,Barb in the UK has significantly reduced the amount of unidentified viewing.People-powered measurement,amplifiedAs the media landscape grows more complex,the importance of panels has been further amplified in 2024 due to their ability to offer valuable insights into nuanced audience behaviours.Uniquely,panels can accurately distinguish between people,their households,accounts and devices.This level of detail is crucial for tailoring content and ads to resonate more effectively with specific audiences,as well as understanding audiences beyond a single platform.At a time when some reported metrics overlook co-viewing,audience measurement panels provide the ground truth for reach and impact by reporting multiple viewers accurately.This makes them indispensable to understand not just what is being watched across the wider content and advertising system,but who is watching and how often.Moreover,panels have proven vital in the era of big data,helping to calibrate large data sets,turning devices into people,de-duplicating usage and training the models that combine different sources of data correctly.While big data provides a broad but often incomplete view of audience behaviour,panels offer a more precise snapshot from a representative group.By integrating large-scale with panel data,discrepancies can be identified and corrected,ensuring the broader data more accurately reflects the entire population.Synthetic dataSynthetic data refers to artificially generated information that is modelled from real-world data.This type of data is created through algorithms and allows for accurate,privacy-safe data exchange testing by using panels as a calibration source.While synthetic data is only as effective as the quality of the real data it uses,this approach is proving effective in tackling the challenges of fragmented audiences across devices and platforms.It enables secure integration of large data sets from publishers and media groups into a cohesive system for cross-media audience measurement.By leveraging the power of different large-scale data sources such as operator,platform and other device-level data synthetic data is an approach that can enable insights while maintaining privacy.As media companies navigate a landscape marked by data regulation and complex audience behaviour,synthetic data provides a privacy-focused option for more comprehensive audience measurement.This shift highlights the industrys move towards more reliable and scalable methods of understanding media consumption and while the approach is currently confined to only a few markets,its expected to gain traction.Cross-media measurement drives value for advertisersCross-media measurement is a crucial tool,long called for by advertisers looking to assess the effectiveness of campaigns across various media channels.In Latin America,for example,Kantar Media has been providing de-duplicated reach data for several years,ensuring advertisers do not count the same individual multiple times across different platforms.Meanwhile,in the UK the advertiser-led Origin service commenced with beta trials in 2024 ahead of an official roll-out in 2025.Its US counterpart,Aquila,led by the Association of National Advertisers(ANA),is making progress as it works with partners,including Kantar Media and Accenture,to realise this ambition.53 Cross-media measurement allows brands like Unilever and P&G to understand audience engagement across platforms and media,improving their ability to track reach and frequency,and optimise campaigns for better brand awareness and consideration.Unidentified viewing reduced to just 5%of TV set usage5#%8%7%5%3%UnidentifiedSilenceVideo sharing(e.g.YouTube)SVOD/AVODGaming60%OtherBroadcaster non-linear databaseBroadcasters(within 28 days)71%1%1%2 212024Source:Barb/TechEdge standard version,April in both years Inds 4 Share of viewing all set usage by channel group/activity(average mins per day)3940Audience measurementThe chart illustrates Colombian bank Bancolombias successful cross-media reach strategy in a sustainability-focused brand campaign,achieving extensive reach across television,YouTube,and Meta with significant audience overlap.By using Kantar Medias Campaign Audience Validation solution,the Bancolombia media team were able to track the de-duplicated reach of their campaign and optimise their budget in flight.This approach delivered a 95%total cross-media reach and strengthened the brands association with sustainability,exceeding initial goals in both reach and positive perception.Regulatory shifts impact audience measurement for the first timeA package of new European Union laws signalled significant regulatory changes for the media landscape in 2024,including a new formal definition under law for audience measurement,reflecting ever greater transparency and accountability.The introduction of the European Media Freedom Act(EMFA)will have an impact beyond audience measurement,influencing how media organisations approach transparency,data access,and collaboration.54This regulatory push aligns with the industrys move towards data clean rooms tools that protect consumer privacy while allowing advertisers and media companies to work with aggregated data.TVMeta14%8%7%YouTubeCross-media reach(A18 )21%How distinct channels drive strong cross-media impact95%Source:Bancolombia La Cuenta del Mar campaign via Kantar Media Campaign Audience Validation4142Audience measurementWhats next in 2025?The measurement narrative beyond advertisingAudience measurement has always served multiple purposes beyond advertising,supporting a wide range of industry needs that include content valuation,rights negotiations,and distribution decisions.While recent initiatives,like those by the World Federation of Advertisers(WFA),have drawn heightened attention to the advertising applications of measurement,its essential to maintain a broader perspective.Reliable measurement systems cater to varied drivers within the media landscape such as content performance,attracting and retaining subscribers,and audience engagement which remain critical irrespective of advertising trends.The current focus on advertising metrics should not overshadow these other functions.Audience measurement enables businesses to make strategic choices beyond ad optimisation,including content investment decisions and audience engagement analysis.The Coalition for Innovative Media Measurement(CIMM),for example,is actively highlighting the importance of measuring content performance,a reminder of measurements far-reaching implications.55In 2025,expect businesses to increasingly seek an understanding of the impact of every consumer touchpoint,from initial exposure to long-term engagement.Market mix modelling,attribution,and customer journey analytics are also advancing,allowing brands to grasp the comprehensive role each channel plays.As a result,audience measurement continues to refine strategies,boost engagement,and amplify returns across the entire marketing and media ecosystem.Collaborative measurement models accelerate global adoptionDriven by the rising complexity of the media landscape and the need for accurate data whether cross-platform or cross-media a collaborative approach will only accelerate globally in 2025,offering a more holistic view of media consumption.Advertisers will increasingly seek unified approaches to measure audience reach and engagement across media.Federated,collaborative models already backed by industry bodies including the WFA and its respective national associations unlock new paradigms in cross-media measurement.Moreover,by pooling resources,organisations can invest in advanced privacy-enhancing technologies and shared innovations,providing a more holistic view of media consumption that benefits everyone.564443Audience measurementPeople-Powered MeasurementOur guide to audience panels and how they are playing a starring role in measurement and calibrationFind out moreSynthetic data joins the mainstream,but transparency remains an issueAs synthetic data continues to gain traction,2025 is set to witness deeper experimentation and adoption.The trend towards privacy compliance and technological advancements will drive its evaluation in areas like ad targeting,campaign optimisation,and attribution modelling.Meanwhile,stricter data regulations will make synthetic data an appealing,privacy compliant option,while improvements in generation algorithms will enhance data accuracy,easing concerns about authenticity.However,challenges will remain.Ensuring synthetic data mirrors real-world behaviour will be crucial,and organisations must communicate transparently about its use.Integrating synthetic data with existing systems will also pose technical hurdles.Regulatory impactIf 2024 was the year the media industry worked out the practical implications of regulatory compliances such as the EMFA,then 2025 will be the year the sector understands its impact on the measurement ecosystem and the implications for other regions.The creation of national regulatory authorities,codes of conduct,and a central European Board for Media Services will help standardise audience measurement across the EU,ensuring that data transparency remains a top priority.Given the EUs influence on global regulations,its also likely that other regions will follow suit in implementing similar measures to ensure transparency and accountability in audience measurement.4645Audience measurementPeople and skills Future-proofing the media ecosystemA demand for new skills,diverse perspectives and more openness is reshaping the media workforce,driving companies to rethink current strategiesPeople and skillsWhen we plot skills against ratings of current capabilities,we can see how organisations in our Global Media Leaders Survey think they are largely performing best against current priorities(in purple).If we overlay the skills most likely to significantly increase in importance(in blue),we can identify skills gaps relative to current capabilities.Adapting to a changing media ecosystem2024 proved to be a critical year for the media industry,as the rapid interest in artificial intelligence(AI)and the growing complexity of data impacted its talent pool.According to a global survey by Kantar Media,72%of industry professionals believe their organisations must now significantly reshape their skill sets to stay competitive.57The media landscape is certainly evolving at an accelerated pace.Whether driven by big data,automation,generative AI,or any other innovation,what can work one day may not be effective the next.Consequently,organisations have been seeking strategies to hire and retain talent capable of adapting to and driving change,challenging the status quo,and bringing fresh perspectives on the future of media and measurement.However,while many media organisations report that theyre managing well with their current talent strategies,they do anticipate a significant skills gap when it comes to AI.Nearly half of respondents(49%)say AI is already having a substantial impact on their operations,and 74lieve AI skills will be essential for future recruits.New ideas,new recruitsIt became clear throughout 2024 that the media sector required a shift in recruitment strategy to future-proof itself in a world undergoing significant transformation.Businesses increasingly focused on hiring talent from outside the industry to inject fresh perspectives and foster innovation particularly as they leveraged the abundance of data for new product development.Indeed,90%of media leaders across the globe say they want recruits who can challenge current strategies,underscoring the need for fresh approaches to problem-solving.Yet 70%of media leaders also believed more work was needed to attract talent from diverse backgrounds.With other sectors competing for similar roles,especially in data science,this has become a top priority as has ensuring existing talent is happy and fulfilled enough to stay in the sector,which also means considering broader motivations,such as work culture,salary,growth opportunities,and the chance to work on diverse and interesting challenges.582024 Trends90pP0 %Question 1:%who view these skills,expertise&experiences as being very important to their organisation55.566.577.5Experience using AI-current importanceHandling big data-current importanceData science skills-current importanceResearch expertiseDiverse experiences&new perspectivesAbility to connect data sourcesData visualisationAbility to explain complex techniquesData analysis and interpretationCommunication skills and storytellingQuestion 2:%who expect the importance of this skills to significantly increase in next three yearsSKILLS-GAPHandling big data -future importanceExperience using AI-future importanceData science skills -future importanceSource:Kantar Medias 2024 Global Media Leaders SurveyQuestion 1:How would you rate your organisation in terms of the skillsets it has available to it in those areas?Question 2:How do you anticipate the importance of these skills changing over the next three years?Base:Important Skills,Expertise or Experiences selected for the respondents organisation.Min(1,000 per skill)How would you rate your organisation in terms of the skillsets it has available to it in those areas?Average rating(out of 10)as to how you rate your current organisation in these skills,expertise&experiences4950People and skillsCollaboration proves its worthCollaboration has become a critical driver of success in the media industry,with openness to partnerships now,more than ever,essential to unlock opportunity.As the landscape evolves,media groups are leveraging the value of working together,both within their own teams and across the industry.Initiatives like CFlight originally pioneered by Comcast in the US,expanded by Sky and UK broadcasters,and now overseen by Barb exemplify this approach.Indeed,these efforts benefit not only individual companies,but strengthen the media ecosystem as a whole.Internally,fostering collaboration across departments is also seen as key to unlocking creative solutions and integrating data-driven insights.As AI and other technologies rapidly reshape the industry,collaboration is seen as vital in keeping pace with change and delivering innovative results.Indeed,a culture of openness,where teams are encouraged to continually learn and adapt,is helping to ensure organisations remain agile and competitive.Moreover,reducing unconscious bias in recruitment something 70%of businesses feel the media industry has a problem with according to Kantar Medias global skills survey is crucial to fostering diversity of thought and innovation,with collaborative environments ensuring the full potential of varied perspectives is realised.59The skills shaping tomorrows media ecosystemDiscover the findings of our global media leader survey exploring the skills and expertise the industry will need in the coming years.Find out more5251Whats next in 2025?People and skills53Future-proofing data science teamsIn 2025,the most forward-thinking businesses will view data science not only as a data enabler,but as a strategic pillar.As the role of data scientists evolves,businesses will focus on building and developing teams so they are continuously technically adept,while also equipped with specialised skills such as data visualisation,coding,and strategy.With AI,large language models(LLMs),machine learning,and big data providing more opportunities to fuel decision-making,continuous skill development and investment in training will also be critical to stay ahead of technological advancements and industry needs.Furthermore,the future of data science teams will hinge not just on growing technical expertise,but also on fostering collaboration across departments.Companies will benefit from creating diverse teams where each member brings a unique skill set,enhancing their ability to drive innovation.This will require data scientists to work closely with non-technical teams,ensuring that insights align with business goals and can be acted upon effectively.Meanwhile,to attract and retain top talent,forward-thinking organisations will prioritise flexible learning opportunities,external training and certifications,and a work environment that keeps data scientists engaged.A culture of data literacy across the organisation will also be key,enabling all teams to collaborate meaningfully with data scientists and maximise the value of data-driven insights.The expanding role of storytelling Storytelling has long been a crucial skill for the media industry its largely its reason for existing,after all but internally it will take on a renewed focus for the sector in 2025 as businesses face the challenge of making sense of an increasing volume of complex data.While data will always provide a necessary foundation for any business decision,its through storytelling that numbers can be turned into meaningful insights that resonate emotionally with their audiences,more effectively communicating value,ideas and vision.And as data sets grow and come from ever more diverse sources,the ability to craft compelling narratives becomes essential for making data understandable and impactful whether communicating with clients or the C-suite.Furthermore,in todays media environment,storytelling has the power to unify disparate data points into cohesive,digestible narratives.While different data sets might tell you different things about audience behaviour,storytelling goes further by revealing who these people are,what motivates them,and why their behaviours matter to advertisers.And while AI may assist in processing data in future,the human skill of weaving these insights into relatable narratives will remain irreplaceable which is why data scientists will also need to add storytelling to their skill sets,just as natural creatives and communicators will need to become more data literate.54Openness will strengthen the media ecosystemLooking ahead to 2025,openness both at the individual and organisational levels will continue to be key to the ecosystems success.Media organisations will thrive by embracing fresh talent from other industries and non-traditional talent pools,as leaders increasingly recognise the value of diversity.This openness will foster innovation,enabling companies to better navigate transformative technologies like AI by blending diverse skills and perspectives.Openness to disruption will be just as critical.With industry leaders acknowledging the need for individuals who challenge conventional strategies,the most successful media companies will be those that are flexible,combining creativity with data-driven insights to stay ahead in a rapidly evolving landscape.Promoting a culture of openness and continuous learning within organisations will also be essential to maintain competitiveness.Equally important is ensuring that young people,who will shape the future,have a voice today especially at the strategic level.Better representation of youth in decision-making processes will ensure that the media industry evolves in ways that reflect the priorities and expectations of future generations.As Evan Shapiro,professor of media and entertainment at New York University,points out,the majority of the US population is under 40,so organisations need to ensure younger voices as well as those from varied economic backgrounds are part of strategic decisions.And if organisations arent open to such an idea?Well,ask Blockbuster and MySpace.60 5556As this report has emphasised,beneath all the talk of technology,data,and disruption,the future of media will be shaped not just by innovations but by the people who create,interpret,and use them.A people-powered futureThe most complex challenges ahead a crisis of confidence,shifting business models,and tighter regulations are significant,but by focusing on people at every level,these challenges can be overcome.We must never lose sight of the fact that the sectors most valuable resource remains its workforce,whose creativity,insights,and adaptability will drive the next phase of industry growth.Whether harnessing AI,utilising data analytics,or developing new and engaging content,it is people supported by technology who will build a more resilient,confident future.Equally essential is the media industrys ability to understand and engage its audiences.As consumption habits evolve,those who can truly grasp changing audience behaviours will be better equipped to deliver meaningful content and experiences.This deeper understanding,underpinned by real-world,people-based measurement and acted upon by skilled professionals,will be crucial in shaping the strategies that will overcome current challenges.The path ahead may be complex,but with a truly people-first approach,the media industry will grow stronger,more adaptable,and better aligned with the needs of the growing audiences that are the lifeblood of our industry.575856.ANA bows new cross-media measurement unit,Aquila,Marketing Dive,June 2024 57.The Skills Shaping Tomorrows Media Ecosystem,Kantar Media,September 2024 58.The Skills Shaping Tomorrows Media Ecosystem,Kantar Media,September 2024 59.Why openness and collaboration will strengthen the media ecosystem,Kantar Media,September 2024 60.Why public media needs to let younger decision-makers call the shots,Current,July 2024 REFERENCES1.WARC Global Ad Spend Outlook 2024/25,August 2024 2.This Year Next Year 2024 Midyear Global Advertising Forecast,GroupM,June 2024 3.CTV:Can we start calling it TV yet?,The Media Leader,October 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31.Stranger Things,Ginny&Georgia,Wednesday&Virgin River Among Hit Netflix Series Not Returning Until 2025,Deadline,February 2024 32.Anime is huge and here are the numbers to prove it,Polygon,January 2024 33.Assessing the impact of AI on media and advertising Podcast,asi 34.Amazon Ads launches new AI tools for advertisersheres your first look at the beta,Amazon Ads,October 2024 35.Xs First Transparency Report Since Elon Musks Takeover Is Finally Here,Wired,September 2024 36.Racism,misogyny,lies:how did X become so full of hatred?And is it ethical to keep using it?,The Guardian,September 2024 37.X engagement rate drops almost 40%,TechSabado,August 2024 38.Paris 2024 in numbers:Full stadiums,viewership rebounds,and viral Olympic muffins,Sports Pro,August 2024 39.Warner Bros.Discovery Olympics Coverage Hits Streaming Records The Hollywood Reporter,August 2024 40.Kantar IBOPE Medias Advertising Insights H1 2024 vs H1 202341.Kantar IBOPE Medias Target Group Index Brazil TGI 2024 R142.NBA Moves One Step Closer to$76 Billion Sports Rights Package,The Information,July 2024 43.Zuckerberg Launches AI Dubbing and Speech Translation at Meta Developer Conference,Slator,September 2024 44.Social media faces big changes under new Ofcom rules,BBC,October 2024 45.The Digital Services Act package,European Commission 46.Move over cookies,the new north star for advertising is consumer choice,Kantar,September 2024 47.Will data clean rooms clear up cookie crumbs?,Kantar,June 2024 48.The future of TV ads?ITV creates two spots with generative AI,The Media Leader,September 2024 49.“Photos Dont Even Have To Be That Realistic”:Boomers On Facebook Are Getting Fooled By AI,Bored Panda,February 2024 50.What is machine learning?,IBM,51.Artificial intelligence(AI)glossary,UK Parliament,January 2024,52.Meta presses pause on launch of latest AI in Britain and EU,The Times,September 2024 53.Origin Beta Trials Go Live with 35 ISBA Members,Videoweek,September 2024 54.The regulatory landscape continues to change and we all need to pay attention,Kantar Media,May 2024 55.Strategic Review of Content Measurement(Executive Summary),CIMM Contributors:Aidan Golds,Ana Domingues,Andrew Bradford,Arthur Oliveira,Bill Daddi,Candice Tobbo,Charlie Gordon,Chyrlei Costa,Corinne in Albon,Cristiani Leonardi,Eduard Nafria,Erick Senzaki,Frances Sheardown,Francois Nicolon,Gary Brown,Guilherme Teixeira,Creative&design:Echao Jiang,Ellen Hilton,Fabio ScorbaioliEditorial consultant:David PidgeonEditorial management:Alice Nixon,Jessi Koponen,Richard MarksIsidro Lires Dean,Hiram Junior,James Powell,Jon Ferro,Juan Sanchez,Knut-Arne Futsaeter,Leandro Pereira,Lucy Bristowe,Martin Greenbank,Mayra Attuy,Nicole Gileadi,Rachel Clarke,Rodrigo Korikawa,Sam Ormsby,Sarah Collyer,Stuart Wilkinson,Sushmita Jain5960 Published by Kantar Media,December
2025-11-03
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The RedNote Luxury Index 2025.The definitive benchmark for luxury brand presence and performance on RedNoteRedNote Luxury Index 2025 2Red Luxury Index 2025 2PABLO MAURON.Managing Partner China&Board MemberDLGChinas social media landscape is undergoing a rapid transformation.UGC has emerged as a decisive factor in shaping the online journeys of Chinese consumers.The driving force behind this shift is the growing demand for both the quality and authenticity of online content needs that brand-produced assets alone can no longer fully satisfy.In contrast,UGC recommendations,feedback,and reviews shared by consumers themselves has been gaining ever greater influence over purchase decisions.At the centre of this evolution stands RedNote.Today,90%of all content on RedNote is created by everyday users,with more than 6 million new posts and 60 million comments published each day,covering every facet of contemporary Chinese lifestyles.This makes brand visibility on the platform one of the most direct and authentic indicators of market heat,while also reshapinghow brands approach social media in China.When we launched the first edition of the RedNote Luxury Index in 2022,many luxury brands had yet to establish a presence on the platform,which remained largely dominated by beauty.Three years on,RedNote has evolved into a core pillar of luxury brands digital strategies in China.Fashion now surpasses beauty in share of voice yet compared to mass-market sectors,luxury adoption remains relatively measured.In this years RedNote Luxury Index,we once again join forces with with RedNote analytics platform Xinhong,defines benchmarks for the luxury sector across four pillars:Brand,KOL&KOC,Feeds,and Search.Using our proprietary RISE(RedNote Influence&Strategy Evaluation)methodology,we identify the brands with the strongest brand voice,investment effort,and heat on RedNote today.We hope this report provides both a clear picture of where the industry stands and a source of inspiration for how brands can navigate and thrive in Chinas evolving social media era.Word From DLG.RedNote Luxury Index 2025 2RedNote Luxury Index 2025 3Red Luxury Index 2025 3As China becomes the“core engine”driving the growth of the global luxury market,an increasing number of top international brands are accelerating their efforts to deeply cultivate this fertile ground.They must not only adhere to the global brand identity that has been passed down for a century,but also understand the cultural context and emotional needs of Chinese consumers.They need to convey their brand essence through classic products while also finding the dialogue code with Generation Z and the new middle class amid the waves of youthfulness and digitalization.Undeniably,this“China adaptation battle”in the global luxury market is essentially a deep integration of“global vision”and“local wisdom,”testing brands ability to balance cultural resonance,user trust,and commercial conversion.As a content technology company deeply engaged in new media data,data is the“key”for us to decode the connection between global brands and the Chinese market,and it is also the core advantage of our collaboration with the professional institution DLG this time.Through this joint release of the report,we focus on RedNote,a“key ground”for global brands localising in China.Relying on the deep collaboration between both parties in platform data mining and brand research,we present to our clients a true picture of international brands marketing in the Chinese market from the adaptability of content strategies to the depth of user interaction,from the creation of trending topics to the accumulation of long-term brand awareness.In the future,Newrank will continue to take data as the foundation and technology as the key,deepening its support for global brands insights and helping global brands,including luxury brands,achieve dual growth in“global brand power”and“local influence”.Thank you once again to all sectors for your attention and support of this cooperation.We look forward to working with more industry partners and global luxury brands in the future to explore the best path for international brands to localise and share the booming opportunities in Chinas luxury market.Word From Newrank.RedNote Luxury Index 2025 3WEIYU CHEN.PresidentNewrankRedNote Luxury Index 2025 4Methodology.130 brandsFashion70 brands25 brands25 brandsWine&Spirits10 brandsData source:Jan-June 2025 Performance is analysed using:Brand account and content performanceInfluencer paid collaborationBrand mentions and social buzzSearch volume by brand and keyword JewelleryWatchesDownload the RedNote Beauty Index,released this September,featuring 70 premium beauty brands across skincare,makeup,and fragrance categories.04.Feeds4.1 Word-of-Mouth Notes4.2 Influencer Marketing4.3 Hashtag Marketing4101.Overview1.1 A New Luxury Community1.2 Consumer Journey1.3 Executive Summary602.Brand2.1 Fan Base2.2 Posting Frequency2.3 Level of Engagement2.4 Content2.5 Milestone Activation1405.Search5.1 Why Search Matters5.2 Brand Trends5.3 Keyword Trends5.4 Brand Zone5106.RISE Index6.1 Methodology6.2 RISE Index:Voice6.3 RISE Index:KOL Investment6.4 RISE Index:Heat5903.KOL&KOC3.1 Commercial Notes3.2 Influencer Marketing3.3 Celebrities3.4 Key Opinion Consumers3.5 Key Opinion Sales28Table ofContents.RedNote Luxury Index 2025 5RedNote Luxury Index 2025 6What does the RedNote community mean for luxury brands and how should they approach this audience with a structured,strategic mindset?Overview01.1.1 A New Luxury Community1.2 Consumer Journey1.3 Executive Summary71012RedNote Luxury Index 2025 7A New Luxury Community.01.OverviewOn RedNote,the luxury community has a distinct demographic profile.Data reveals a significant concentration in specific regions of China,with Guangdong and Jiangsu leading in community size.For hard luxury sectors like Watches and Jewellery,the age distribution is more mature,with a larger proportion of users in the 25-34 and 35-44 age brackets.DemographicAGE DISTRIBUTION OF THE LUXURY COMMUNITY ON REDNOTEGuangdongJiangsuZhejiangShanghaiShandongBeijingHenanSichuanHebei12345678123456781234567812345678910101011.3%8.4%8.5.1.4.6.5.2#.5$.8B.92.72.33.99.3.5#.6#.5.7.5%3.7.8.5%7.8%7.9shionJewelleryWatchesWine&SpiritsTotal45TOP REGIONS BY LUXURY COMMUNITY SIZE ON REDNOTE RedNote Luxury Index 2025 801.OverviewAn analysis of the fan base distribution across categories reveals significant differences in their level of recognition and market maturity on the platform.Fashion and Jewellery show a wide range in their fan base size,with a high concentration of brands in the mid-range and significant outliers.This indicates a mature market where a few powerhouse brands have achieved exceptionally high recognition,driving overall momentum for the category,while the majority of brands maintain a strong,consistent presence.In contrast,the Watches and Wine&Spirits categories exhibit a much more compressed fan base distribution,with a lower median and fewer outliers.This points to a more niche and specialised level of recognition,particularly on a platform where women make up 70%of the user base.*The more uniform distribution and absence of large outliers in these categories highlight a stable but less dynamic brand presence,where brands generally have a smaller but more targeted following.Fan baseA New Luxury Community.0K100K200K300K400K500K600K700K800KFashionJewelleryWatchesWine&SpiritsFAN BASE DISTRIBUTION BY CATEGORYTop 25%AverageBottom 25%OutliersMiddle 50%Louis VuittonDiorGucciSongmontLongchampChow Tai FookTiffany&Co.Hublot*Data source:RedNoteNote:The line within the box represents the median;the X symbol indicates the average.RedNote Luxury Index 2025 901.OverviewOn RedNote,fan base growth reveals two distinct patterns across luxury categories.While Fashion and Jewellery have wide fan base ranges and mild average(both at 13.7%),their overall growth is modest and highly varied.A few brands of fashion with negative growth highlights this volatility.Nevertheless,both are capable of high-momentum growth,with outliers like Chanel in Fashion(amassing 20,000 followers in just one month)and brands like Qeelin and Laopu Gold in Jewellery demonstrating this potential.In contrast,the Watches category,with its smaller average fan base,also shows a significant negative growth across several brands,but is distinguished by high-performing outliers like Rado,Richard Mille,and Tudor,which have growth rates exceeding 100%.This suggests that despite low momentum,with a median growth rate 10.0%,there is significant potential for rapid fan base growth within this niche.Conversely,the growth pattern in Wine&Spirits shows very limited momentum,with a low median growth rate at 5.5%.Growth rateA New Luxury Community.GROWTH RATE DISTRIBUTION BY CATEGORY-50.0%0.0P.00.00.0 0.0%0.0shionJewelleryWatchesWine&SpiritsChanel(New Account)DamianiQeelinLaopu GoldRadoRichard Mille(New Account)TudorNote:The line within the box represents the median;the X symbol indicates the average.RedNote Luxury Index 2025 1001.OverviewFull funnel engagement frameworkConsumer Journey.Brand&Product awarenessProduct seeding&Interest buildLead conversion&Data captureUser Advocacy&WOM AmplificationAwarenessInterestTrue InterestPurchase/LeadsShareDefinitionTypicalactionPassive exposure to a brand or productLaunch screen viewFeed exposureUsers show initial interest and form brief recallIn-feed content readingCuriosity-driven interactionsBrand/Product intent-driven search with deeper explorationProactive searchRepeated in-depth readingDevelopment of purchase intent with identifiable conversion signalsLeads generation1:1 Conversation with BA*Emotionally driven sharing behaviourEnthusiastic postingPositive commentingUser journey*Brand AmbassadorRedNote Luxury Index 2025 1101.OverviewThe KFS framework,introduced by RedNote in 2022,serves as a guideline for brands to optimise their communication and investment on the platform.However,for a luxury audience,the frameworks scope must be expanded.Luxury brands,unlike FMCG brands,need to establish a distinct brand presence(B)and a clear path to conversion(C).This necessitates an augmented approach that incorporates these additional elements to form thecomprehensive BKFSC framework.This refined framework provides a strategic roadmap for luxury brands.It allows them to intelligently allocate resources across each segment from building brand awareness to driving sales based on their current market penetration and specific business objectives.BKFSC frameworkConsumer Journey.PerformanceBenchmark Commercial notes*volume Level of engagement of commercial notes Influencer mix effectiveness ROI of influencer activations Alignment with brand messaging Share of voice Audience sentiment Content virality In-feed ads performance Search volume Share of search Search ads performance Brand zone performance EC conversion rate Data capture capability Drive-to-store capability Follower growth and profile Level of follow activity Level of engagement Content output frequency Content quality and resonaceDefinitionKOL&KOCPaid and free influencer activations between brands and celebrities,KOLs,and KOCsFeedsBrand visibility and social buzz driven by both paid ads from the brand and organic user-generated contentSearchBrand desirability and visibility reflected by user search activitiesConversionE-commerce business or other conversion-driven efforts by brands on the platformBrandActivities centered around a brands official RedNote accountBKFSC*A commercial note refers to any brand-sponsored post published by an account and facilitated through or reported on Pugongying.RedNote Luxury Index 2025 1201.OverviewExecutive Summary.I.Fashion dominates the premium sphereOnce seen as a beauty-led platform,RedNote has evolved into a core arena for luxury conversation.Fashion now accounts for 50.0%of share of voice well ahead of beautys 27.2%reflecting a clear shift in consumer intent and content focus.III.Paid collaborations remain limitedLuxury brands leverage far fewer paid influencer posts(9.9 per brand per month)than beauty(152.6).This gap reflects how most luxury players are still prioritising brand account building over influencer collaboration on the platform.II.Early stage of the consumer journeyCompared with beauty,most luxury consumers remain in the early stages of their consumer journey on RedNote one-third of searches are only brand-name driven,indicating a phase of brand discovery rather than conversion.RedNote Luxury Index 2025 1301.OverviewExecutive Summary.IV.Video outperforms but remains underutilisedAlthough video makes up only 28%of total brand content,it captures 45%of readership suggesting brands should prioritise richer storytelling formats to maximise engagement.V.A developing KOS ecosystemNearly all fashion and jewellery brands now connect offline retail with RedNote via official accounts,and over half have adopted certified brand ambassador programmes provided by the platform signalling a move toward more integrated and brand-aligned social selling.RedNote Luxury Index 2025 14A brands official account is the foundation for marketing on RedNote.Which brands are best at capturing attention and engaging users on the platform?2.1 Fan Base2.2 Posting Frequency2.3 Level of Engagement2.4 Content2.5 Milestone ActivationBrand02.1517192123RedNote Luxury Index 2025 15A strong correlation exists between outlier fan growth and high-impact celebrity marketing.Top performers leverage strategies from major ambassador announcements(Rado)and sustained star collaborations(Saint Laurent,Qeelin)to niche partnerships(Richard Mille),while Chanel secure an impressive net growth in one month by its strong debut on RedNote.These growth patterns reveal distinct market structures.Fashions ecosystem is mature yet dynamic,with titans like Louis Vuitton securing immense net growth while agile players challenge the status quo with high growth rates.In contrast,the Jewellery and Watches industries are more polarised,where challenger brands like Rado achieve breakout growth rates against the steady,volume-driven presence of established players like Tudor.-5%0%5 %-1K0K1K2K3K-20000%-10K10K30K50K0 0Pp0%0K20K40K60K-10%0 0P%-10K40K90KGrowth rateNet follower growthGrowth rate02.BrandFashionJewelleryWatchesSongmontLouis VuittonLoro PianaSaint LaurentLanvinDamianiQeelinLaopu GoldWine&SpiritsRichard Mille(New Account)TudorZenithGlenfiddichCloudy BayThe MacallanChanel(New Account)Rado241.8solut VodkaFan base.FAN GROWTH RATE VS.NET FOLLOWER GROWTH(6M)RedNote Luxury Index 2025 1602.BrandA brands active follower rate is critical for organic virality on RedNote,as it signals the algorithm to amplify brand content.The distribution reveals a clear maturity gap:Fashion and Jewellery show high,consistent active follower rates above a 70%median,signalling a mature content engagement.In contrast,Watches and Wine&Spirits exhibit a much wider,polarised performance,indicating a less established playbook for fan engagement for their official accounts on RedNote.Brands with low active follower rates often struggle because their content lacks authenticity and resonance,or because followers acquired through broad campaigns or celebrity endorsements arent genuinely interested in the brand.To drive sustainable engagement,accounts must become community hubs to cultivating an active follower base for long-term organic growth.This requires a strategic shift to value-driven content,combined with active user interaction and authentic influencer collaborations.Active followers*Fan base.ACTIVE FOLLOWERS DISTRIBUTION BY CATEGORYKate SpadeICICLECalvin KleinLaopu Gold*Active Followers is a benchmark defined by Xinhong,leveraging machine learning trained on user behaviour to identify the proportion of highly engaged users,measured through actions such as likes,comments,favourites,and shares.Note:The line within the box represents the median;the X symbol indicates the average20.00.0.0P.0.0p.0.0.00.0shionJewelleryWatchesWine&SpiritsRedNote Luxury Index 2025 1702.BrandContent strategies on RedNote clearly diverge by industry.Fashion and Jewellery maintain a high-frequency,consistent cadence for market relevance.Watches adopts a more measured,mid-frequency cadence,whilst the Wine&Spirits industry maintains only a minimal baseline presence.The February dip across all categories is not a decline,but a strategic post-Lunar New Year reset common to the luxury sector in China.These unique content rhythms are closely tied to each industrys specific marketing calendar.Fashions March peak aligns with the global fashion show season.Similarly,Watches concentrates its posting into a sharp April peak,driven by the“Watches and Wonders”event.Meanwhile,Jewellerys cadence shows a sustained build-up from March to May,indicating a clear strategic focus on the 520 festival.Monthly posts Posting frequency.25.122.428.726.227.026.928.620.924.828.530.224.619.014.014.823.519.619.16.64.65.86.16.65.405101520253035JanuaryFebruaryMarchAprilMayJuneFashionJewelleryWatchesWine&SpiritsAVERAGE MONTHLY POSTS PER BRAND BY CATEGORY*RedNote Luxury Index 2025 180.0M0.2M0.4M0.6M0.8M1.0M1.2M1.4M1.6M1.8M2.0M0501001500M2M4M6M8M10M12M14M16M18M0200400ReadershipPosting volumeThe posting activity on RedNote is a direct reflection of each categorys market scale and potential readership.Fashion and Jewellery command the largest readership.This justifies the high content volume from brands in these sectors,as the potential return is obvious.In contrast,Watches and Wine&Spirits operate within a more niche audience,with a correspondingly lower content output and a significantly smaller total readership ceiling.For Fashion and Jewellery,the two industries commanding the largest audiences,success lies in surpassing the category average.Outliers like Dior and Qeelin are doubly successful,excelling well above their peers.While brands like Rado and Hennessy are strong performers relative to their own trendline,their success is scaled within a smaller market,showing that a brands ultimate reach is defined by its categorys ecosystem.0M1M2M3M4M5M6M7M8M9M01002003000M5M10M15M20M25M020040002.BrandLouis VuittonPosting efficiencyPosting frequency.Avg.LongchampDiorTory BurchQeelinChopardRadoHublotHennessyJohnnie WalkerAvg.READERSHIP VS.POSTING VOLUME(6M)FashionJewelleryWatchesWine&SpiritsPostingefficiencyRedNote Luxury Index 2025 1941.1.0%9.2%1.33.3D.4.3%6.4%0.5&.3P0 %0 0PshionJewelleryWatchesWine&SpiritsBeautyShare of notesShare of engagement02.BrandJewellery emerges as a standout in content efficiency.Despite contributing a moderate 15.0%of the total post volume,it captures an impressive 22.3%of the total engagement,proving its content is highly resonant and punches well above its weight.In contrast,Fashion achieves its dominant 44.4%engagement share through a strategy of massive scale,producing the largest share of content on the platform at 41.1%.While effective,its efficiency on a per-post basis is less pronounced than Jewellerys.The engagement efficiency gap remains a significant challenge for the niche luxury sectors.Watches contribute 9.2%of posts but secure only 6.4%of the engagement,while Wine&Spirits is the most challenged,with 1.3%of content generating a mere 0.5%of engagement.The success of Jewellery provides a clearer lesson for niche categories:a targeted,high-quality,and culturally resonant content strategy is more likely to yield outsized returns than attempting to win on sheer volume.Engagement volumeLevel of Engagement.SHARE OF POSTS VS.SHARE OF ENGAGEMENT BY CATEGORYRedNote Luxury Index 2025 2079.1.7v.9.9.2%9.7.2%9.0.7%9.6.9.1shionJewelleryWatchesWine&SpiritsLikeFavouriteComment02.BrandThe engagement breakdown reveals a consistent industry pattern on RedNote:while lightweight“Likes”form the vast foundation of interaction(80%),the true strategic insight lies in the mix of deeper engagement signals.The 20%of engagement composed of“Comments”and“Favourites”serves as a crucial barometer for brands.A higher share of“Comments”indicates strong community depth and discussion,often driven by technical or knowledge-based content.In contrast,a higher share of“Favourites”points to strong purchase intent and aspirational value,signifying that users are saving content for future reference.This highlights the need for a nuanced content strategy,where brands must decide whether to prioritise fostering discussion or creating savable,inspirational visuals to meet their specific business goals.Engagement typeLevel of Engagement.ENGAGEMENT BREAKDOWN BY CATEGORYRedNote Luxury Index 2025 2102.BrandContent.Content pillar74.1%Jewellery3.3%2.6%2.9%9.5I.8%9.3%4.0%9.2.1T.4%5.8%4.3%4.4.2F.9%8.3%2.7%6.5.3shionWatchesWine&SpiritsFrom the content pillars of brand notes,we can analyse how content is concentrated within each brands own category.This data also reveals how brands are leveraging other content pillars to enrich their messaging and attract different consumer types.RedNote Luxury Index 2025 2202.BrandContent TypeContent.CONTENT FORMAT EFFICIENCY:POST VOLUME VS.READERSHIP SHARE63.16.9%Jewellery52.4G.6%Watches45.9T.1%Wine&Spirits*Inner cycle:Share of estimated readership volume;Outer cycle:Share of post volume55.2D.8auty35.0e.0Q.6H.4shion29.0q.0#.5v.5(.9q.13.0g.0%Video noteText&Image noteShare of content volumeShare of readershipLuxury brand strategies show a significant misalignment between posting effort and audience impact.Text&Image notes remain the dominant format by volume,accounting nearly 70%of all content,yet this high-volume format is outperformed by video.This creates a critical strategic dilemma,as video production is significantly more costly.Simply abandoning the more cost-effective T&I format,which forms the foundation of content calendars,is not a viable option.Given this,the challenge isnt just making more video,but making the massive volume of text&image content work harder.To boost readership,T&I content must align with RedNotes search-and-discovery nature.Brands must evolve static T&I posts from simple“ads”into high-utility,savable resources.This involves creating valuable carousels(like styling guides or comparisons)and writing keyword-rich,detailed captions,transforming the post from a passive broadcast into a resource users will actively consult for future reference.RedNote Luxury Index 2025 23Milestone Activation.02.BrandA brands marketing calendar in China is shaped not only by its own key activations but also by five crucial local marketing milestones.These include the cultural celebrations of Lunar New Year,alongside the two paramount shopping events,Singles Day and 618.As a vital communication channel,RedNote serves as a key lever for amplifying these milestone-driven conversations,which require a multi-pronged approach encompassing brand-led activation,organic discussion,and paid influencer marketing.OverviewLocal campaignProduct launchInfluencer collaborationMILESTONE ACTIVATIONS ON REDNOTEMilestoneMonitoring period*Qixi Festival(2024)26 July 10 AugustSingles Day(2024)27 October 11 NovemberLunar New Year(2025)9 January-24 January520 Festival(2025)5 May 20 May618 Shopping Festival(2025)3 June 18 June*The date ranges shown do not refer to actual festival days,but the full monitoring periods,including brand warm-up campaigns and related platform activities.RedNote Luxury Index 2025 2402.BrandOn RedNote,the level of posting uplift during key milestones reveals a categorys reliance on the general marketing calendar.Jewellery,with less seasonality of its own,strategically uses these milestones for a“pulsing”effect to create moments of heightened activity.In contrast,Fashions relatively flat volume reflects a more balanced brand-building presence,as its main activations are tied to its own industry calendar,such as Fashion Weeks,rather than these specific consumer festivals.The festival-by-festival view highlights these differing priorities.Fashion and Jewellery maintain a consistently strong presence across all key events,underscoring their broad and ongoing relevance.Watches,by contrast,show a far more selective pattern of activity.Their distinct peaks and troughs point to a specialised campaign calendar,likely centred on specific product launches designed to maximise impact during gifting occasions such as Qixi,while deliberately steering clear of the noise surrounding major e-commerce festivals.Brand accountMilestone Activation.Avg.daily posts(milestone periods)Avg.daily posts(Non-milestone)0.84 0.86( 2%)2468101214162024 Qixi2024 SinglesDay2025 LNY2025 5202025 618FashionJewelleryWatchesWine&Spirits0.850.92( 7%)0.59(-0%)0.590.19 0.24( 28%)BRAND ACTIVITY UPLIFT DURING KEY MARKETING FESTIVALSAVG.BRAND POSTING VOLUME ACROSS KEY FESTIVALSRedNote Luxury Index 2025 2502.BrandBrand activation during milestones does not guarantee a surge in consumer engagement efficiency on RedNote.The luxury engagement resurgence in H1 2025 was most pronounced not during e-commerce events like Singles Day and 618,but during culturally resonant campaigns around Lunar New Year and 520.During sales-driven festivals,luxury brands likely focus their RedNote content on subtle,brand-aligned messaging to drive traffic or awareness for specific collections,while concentrating their ultimate conversion-focused strategies on their owned e-commerce platforms.This trend reveals distinct strategic priorities.Jewellery and Watches lean heavily into the gifting nature of Lunar New Year and 520 to achieve their highest engagement efficiency.In contrast,Fashions more stable performance reflects a consistent,“always-on”brand-building approach,showing less dramatic efficiency peaks during these specific consumer-facing festivals.Brand accountMilestone Activation.BEYOND THE CAMPAIGN BLAST:THE POWER OF“ALWAYS-ON”FESTIVAL ENGAGEMENT EFFICIENCY INDEX(H1 2025 AVERAGE=1.0)*0.00.40.81.21.62.02024 Qixi2024 Singles Day2025 LNY2025 5202025 618FashionJewelleryWatchesWine&SpiritsOn RedNote,the consumer journey starts well before a festivals peak.As a review and discovery platform,user search activity and engagement with authentic UGC often surge in the weeks leading up to a milestone as they build their consideration lists.To capture this intent,brands must shift from a last-minute campaign blast to an always-on seeding strategy,ensuring their products are part of the organic conversation long before the final purchase decision is made.*The Engagement Efficiency Index compares the average engagement per post during a specific festival to the H1 2025 average.RedNote Luxury Index 2025 262025 6182025 5202025 LNY2024 Singles Day2024 QixiFashionJewelleryWatchesWine&Spirits02.BrandCommercial notesMilestone Activation.OWNED VS.PAID CONTENT ON MILESTONES BY CATEGORY44.0.8F.77.4V.0.2S.3b.6%Wine&SpiritsWatchesJewelleryFashion%of commercial notes%of brand notesTTLNotes3,440Total posts:1,0421,323348COMMERCIAL NOTES BREAKDOWN BY MILESTONES7,112Total posts:665Total posts:1,093Total posts:1,442Total posts:540Paid content is a primary lever for amplifying brand voice during key festivals.Across every major milestone,Fashion consistently contributes the largest share of commercial notes,reflecting its massive scale.520,Lunar New Year,and Qixi emerge as significant battlegrounds,attracting the highest total volume of paid collaborations.These cultural celebrations provide a fertile ground for brands to leverage diverse influencer mix,moving beyond pure product pushes to explore rich storytelling and aspirational themes.While Fashion leads in scale,categories like Jewellery exhibit a strategic,targeted approach.Considering its smaller brand pool(25 brands versus Fashions 70),Jewellerys active participation in the paid content market during gifting-focused milestones like 520 and Lunar New Year is particularly notable.During these periods,Jewellerys share of the paid conversation becomes far more significant,indicating an efficient deployment of partnerships to maximise impact during its most relevant seasons.RedNote Luxury Index 2025 2701002003004005000K10K20K30K40K50K60K70K80K2024Qixi2024SinglesDay2025LNY2025520202561802.BrandConsumer intentMilestone Activation.The evolution of organic WOM notes shows that consumer discussion on RedNote is driven by genuine cultural relevance,not just brand activation.This is evident during Lunar New Year,a period of intense brand marketing where organic discussion paradoxically hits a low point.This isnt a conflict with brand strategy,but shows that during this family-focused holiday,users are less engaged in content creation,with organic energy resurfacing around personally relevant,aspirational moments.The peaks of organic discussion occur during Qixi and 520,when gifting drives engagement.These moments align with RedNotes core behaviour seeking inspiration and sharing aspirational purchases.For Fashion,Jewellery,and Watches,they are key periods for authentic,peer-driven conversations.The June surge for Wine&Spirits came from The Macallans new packaging,which reignited interest in its craftsmanship and heritage.This shows the most effective strategy is to align with moments of genuine consumer desire.WOM NOTES EVOLUTION BY MILESTONES0200400600800100012000K50K100K150K200K250K2024Qixi2024SinglesDay2025LNY20255202025618FashionJewelleryWatchesWine&Spirits01002003004000K10K20K30K40K50K60K2024Qixi2024SinglesDay2025LNY2025520202561801020304050600K1K2K3K4K5K6K7K2024Qixi2024SinglesDay2025LNY20255202025618WOM notesBrand notesRedNote Luxury Index 2025 28Influencer marketing is essential for brands looking to connect with local audiences.How are brands performing when it comes to investing in influencer-driven content on RedNote?3.1 Commercial Notes3.2 Influencer Marketing:Paid3.3 Celebrities3.4 Key Opinion Consumers3.5 Key Opinion SalesKOL&KOC03.2934363840RedNote Luxury Index 2025 29Commercial Notes.03.KOL&KOCA commercial note refers to any brand-sponsored post published by an account and facilitated through or reported on Pugongying(蒲公英).This marketing approach enables brands to collaborate with influencers underplatform supervision,promoting products,campaigns,or brand values through sponsored content.Today,such paid UGC can often generategreater impact than brand-owned content on RedNote.OverviewKEY CONTENT PILLARS ADOPTED BY LUXURY BRANDSVALUE-DRIVENScenario:Building and reinforcing long-term brand equity by communicating evergreen brand DNA and values,such as craftsmanship,brand ethos,and sustainability.Content:In-depth content from experts,influencers,or media partners exploring the brands heritage and core values to build reputation and top-of-mind awareness.02040608010012040.0P.0.0p.0.0.00.0%Average notes per brand(6M)Penetration ratePAID CONTENT STRATEGY MATRIX:PENETRATION VS.INTENSITYASPIRATIONCONVERSIONCAMPAIGN-DRIVENScenario:Short-term promotional pushes for key activations,including offline events,seasonal campaigns,and major marketing milestones.Content:Thematic influencer collaborations targeting specific talking points to amplify share of voice,drive event participation,and boost sales conversions.PRODUCT-DRIVENScenario:Driving consideration for new product launches or sustaining desire for evergreen hero products.Content:Content formats like unboxings,reviews,and aspirational“glam shots”designed to showcase the product,stimulate purchase intent,and drive conversions.Jewellery88.0option104.4 avg.notesFashion91.3option54.8 avg.notesWine&Spirtis80.0option41.3 avg.notesWatches58.3option20.9 avg.notesRedNote Luxury Index 2025 3003.KOL&KOCThe frequency of paid content reveals a clear strategic divide.Jewellery is the most aggressive category,with the highest average posting volume,signalling an investment-heavy and competitive landscape.In sharp contrast,the Watches category employs a notably muted paid strategy with the lowest median frequency and a highly compressed distribution.Fashion and Wine&Spirits also follow a more conservative and selective approach to paid content compared to the Jewellery sector.The outliers highlight specific strategic goals.In Jewellery,extreme volume from from Chow Tai Fook aims for mass-market saturation,while high frequency from Bulgari defends a top-tier position.In Fashion,brands like Coach and Longchamp use paid content as a strategic accelerant,pulsing commercial notes to amplify their existing organic momentum.A single outlier like Glenfiddich in Wine&Spirits represents a concerted market-building effort in a nascent category on the platform.Volume of commercial notes by categoryCommercial Notes.MONTHLY VOLUME OF COMMERCIAL NOTES BY CATEGORY0.020.040.060.080.0100.0120.0FashionJewelleryWatchesWine&SpiritsDolce&GabbanaLoeweLongchampMax MaraCoachChow Tai FookBulgariChaumetGlenfiddichNote:The line within the box represents the median;the X symbol indicates the averageRedNote Luxury Index 2025 3103.KOL&KOCInvestment in commercial notes varies dramatically across the luxury sector.The entire luxury landscapes paid volume is dwarfed by the Beauty industrys colossal output of over 61,000 notes,framing the luxury approach as more targeted and less reliant on saturation.Within this space,Fashion and Jewellery are the leading investors,indicating a significant paid media presence.In contrast,Watches and Wine&Spirits are far more conservative,with a smaller volume that suggests a highly selective,niche strategy.Crucially,a higher return on investment is not correlated with a higher volume of posts.The data shows that Jewellery is the champion of efficiency,delivering the highest average readership and average engagement per post.Fashion follows as another strong,high-efficiency performer.This proves that on RedNote,success is not dependent on the scale of paid investment.A category like Jewellery can achieve superior per-post performance with less volume,highlighting the paramount importance of content quality and resonance.Investment and returnCommercial Notes.AVG.COMMERCIAL NOTES PER BRANDAVERAGE POST PERFORMANCE BY CATEGORY54.8(63 brands)104.4(22 brands)20.9(14 brands)41.3(8 brands)915.4(67 brands)FashionJewellery WatchesWine&SpiritsBeauty1045.21200.11377.81438.71848.422965.729133.230885.234056.138159.3Jewellery(4.84%)Fashion(4.22%)Beauty(4.46%)Wine&Spirits(4.20%)Watches(4.55%)Average readership per noteAverage engagement per note(Eng.rate)RedNote Luxury Index 2025 3203.KOL&KOCThe luxury sector operates on a“less is more”principle on RedNote.Its paid content footprint is the smallest of any category(0.3%of volume)yet is incredibly potent,capturing a disproportionately larger 5.2%share of engagement.This selective strategy results in an exceptional 17.9x Impact Multiplier,proving luxury brands leverage their off-platform equity to create high-impact activations rather than aiming for mass-market saturation.This high-leverage model is a consistent pattern for success across high-consideration industries on the platform.The Automotive sector employs an even more extreme version,achieving a massive 23.5x multiplier.Similarly,aspirational categories like Style&Trends(14.7x)and Finance(10.7x)show powerful results.This confirms the winning strategy for high-value goods is not competing on volume,but using targeted,resonant paid content to efficiently activate a passionate,niche audience.Commercial intensityCommercial Notes.Industry*Impact multiplier*Luxurysamples0.3%5.2.9XSports&Fitness4.4%.0%5.7XArt&Design1.3%3.8%3.0XCelebrity&Entertainment4.7.6%4.0XFinance2.2#.9.7XStyle&Trends2.9B.4.7XAutomotive0.5.8#.5X*Data for other Industries is sourced from industry tags defined by Xinhong.The benchmarks represent the typical performance across a wide range of relevant consumer categories on the RedNote platform.*Impact Multiplier:Measures the efficiency of paid content by dividing its share of engagement by its share of volume.%post(Paid post VS.Organic posts)%engagement(Paid post VS.Organic posts)RedNote Luxury Index 2025 3303.KOL&KOCCommercial Notes.Content pillar72.3%Jewellery3.7%2.9%2.9%4.1C.7%9.3%3.0%3.3(.5h.6%7.5%3.8%3.8%9.6w.0%4.2%1.8%2.1.6shionWatchesWine&SpiritsLooking at commercial notes,we can assess whether collaborations are still primarily product-focused,or if brands are instead tapping into wider narratives such as jewellery brands linking with emotional or horoscope-driven topics,or watchmakers partnering around sports themes to diversify their audience and enrich brand perception.Note:For luxury brands with a beauty division which is also communicated under a same account,commercial note data also covers beauty-related collaborations.RedNote Luxury Index 2025 3403.KOL&KOCAcross the luxury sector,brands overwhelmingly concentrate their paid content investment in the middle of the influencer pyramid.In Fashion,Jewellery,and Watches,Mid-tier and Micro KOLs receive the vast majority of commercial collaborations(78%to 94%).This reveals a clear strategy that prioritises a“strategic sweet spot”blending professional content quality at a reasonablecost and perceived authenticity of a more niche following,making them highly efficient partners.Whilst the mid-funnel focus is the norm,niche categories exhibit a more specialised approach.Wine&Spirits is the most targeted,with 94%of its collaborations focused exclusively on the middle tiers,reflecting its need for credible enthusiast voices to educate consumers.In contrast,Jewellerys relatively high investment in KOCs(15.5%)suggests a strategy that also values generating a higher volume of authentic-looking content to build broad-based desire,showing a sophisticated matching of influencer tier to category needs.Influencer Marketing:Paid.N/A5.0S.3.7%1.0%2.1%3.8A.7H.8%3.6%1.3%5.7G.8).7.5%2.6%3.4.3G.8%6.0%Wine&Spirits influencers:300Fashion influencers:2,358Jewellery influencers:1,804Watches influencers:268Influencer collaboration poolTop KOLs:500K followersMid-tier KOLs:50K-500K followersMicro KOLs:5K 50K followersKOCs&Everyday consumers:5k followersCelebrities(verified on RedNote)INFLUENCER TIERS BY FOLLOWER COUNTRedNote Luxury Index 2025 3503.KOL&KOCInfluencer Marketing:Paid.Influencer types25.1%Jewellery10.6%6.0%8.6.50.3.0%5.2%7.2.02.5.1%6.0%8.6.33.0.3%4.3%5.3.7shionWatchesWine&SpiritsWhen it comes to influencer types,we see much greater diversity.For the four major luxury categories,the share of category-specific influencers does not exceed 35%.Brands are increasingly collaborating with influencers from travel,photography and gastronomy,seeking fresh perspectives and creative storytelling.RedNote Luxury Index 2025 36Celebrities.03.KOL&KOCUnlike Weibo,RedNotes algorithm is less conducive to viral,fan-driven celebrity content,while stricter platform controls have also increased collaboration costs.Consequently,luxury brands typically showcase celebrity collaborations on their owned brand accounts rather than via personal channels.Although very few brands invest in celebrity commercial notes,these posts consistently deliver significantly above-average performance,proving their high impact when strategically deployed.OverviewGucciCartierTissotSPONSORED POSTS BY CELEBRITIESO brands(0%)3 brands(21.4%)8 brands(36.4%)17 brands(27.0%)Wine&SpiritsWatchesJewelleryFashion%of brands using celebritiesAvg.postsby brand3.73.32.70ADOPTION OF CELEBRITIES IN COMMERCIAL NOTES BY CATEGORYRedNote Luxury Index 2025 37The broad appeal of celebrity“Fame”consistently and dramatically outperforms Top KOL“Expertise”in generating sheer engagement volume.In every luxury category,average engagement per celebrity is significantly higher,most notably in Watches(over 1,000%more engaging).This demonstrates that celebrity star power and mass-market reach act as powerful amplifiers,creating huge spikes in brand conversation and visibility that even respected specialists cannot match.However,the engagement rate reveals a nuanced efficiency.While celebrities drive higher overall engagement,top KOLs often convert viewership into interaction with comparable efficiency.This is particularly noticeable in Fashion,where the engagement rate disparity is lower than Jewellery and Watches.This highlights a strategic choice:leverage celebrities for tentpole moments,while deploying Top KOLs to build credibility,educate,and drive high-quality consideration with a more discerning audience.Expertise&FameCelebrities.ENGAGEMENT PERFORMANCE:CELEBRITIES VS.TOP KOLSAvg.engagement:CelebritiesAvg.engagement:Top KOLs8460.114682.6ENGAGEMENT RATE:CELEBRITIES VS.TOP KOLS(Average engagement/Average readership)8818.118255.12151.324104.04153.9N/A 74% 107% 1020%6.1%7.3%6.9%N/A5.2%5.7%3.9%5.3shionJewelleryWatchesWine&SpiritsCelebritiesTop KOLs03.KOL&KOCRedNote Luxury Index 2025 38Key Opinion Consumers*.OverviewWhilst over 90%of organic luxury buzz originates from everyday consumers,a strategic hesitation exists towards KOC collaborations.Only 29%of luxury brands collaborate with creators who have fewer than 5,000 followers,significantly lower than the 84%seen in Beauty.This reluctance stems from concerns over limited influence,inconsistent content quality,and brand tone alignment.Most brands engaging KOCs operate in the accessible luxury segment,such as Longchamp and Songmont.LongchampHOW TO DISTINGUISH A SPONSORED KOC NOTE?Visuals:Clear,high-quality images or videos with the product prominently displayed.Brand mentions:The brand name is clearly stated in the title or body,may including an“”mention of the official account.Product naming:The specific product name or its common market“nickname”is used.Branded hashtags:The post includes official brand-owned or campaign-specific hashtags.Paid KOC notes are designed to appear as authentic UGC to integrate seamlessly into user feeds.However,to ensure they drive brand awareness and are discoverable,they are typically characterised by the following elements:ADOPTION OF KOCS IN COMMERCIAL NOTES BY CATEGORY2 brands(25.0%)3 brands(21.4%)6 brands(27.3%)20 brands(31.7%)Wine&SpiritsWatchesJewelleryFashion%of brands using celebrities4.6636.71.5*Key opinion consumers(KOC)refers to all user accounts with fewer than 5,000 followers,excluding media and verified institutions.Avg.postsby brand03.KOL&KOCRedNote Luxury Index 2025 39Within the luxury sector,KOC performance is clearly stratified,revealing how each categorys nature aligns with the platform.Fashion KOCs are the undisputed leaders,delivering the highest average readership(8,566)and engagement(275)with a superior engagement rate(3.21%).This dominant performance stems from the categorys perfect synergy with RedNotes visual,trend-driven ecosystem,where the core user behaviour of sharing new finds and personal style creates a constant stream of authentic content.In contrast,the“hard luxury”categories of Watches and Jewellery show the lowest per-creator performance.This is not due to limited activation Jewellery in particular often leverages KOCs but rather the aspirational nature of these categories on RedNote.Content featuring high-value,long-purchase-cycle items tends to spark passive appreciation and“saving”for future goals,rather than the immediate,high-volume discussions seen in more accessible segments.The result is a quieter form of engagement.KOC performanceKey Opinion Consumers.AVERAGE KOC PERFORMANCE BY CATEGORY82.295.7111.7191.5275.0Fashion(3.21%)Beauty(2.87%)Wine&Spirits(2.74%)Watches(2.76%)Jewellery(2.57%)3204.63463.04080.76669.58566.3Average readership per KOCAverage engagement per KOC(Eng.rate)FROM“PRODUCT SEEDING”TO“CULTURAL SEEDING”Given that mass-seeding high-value items is impractical,the strategic role of the luxury KOC and small KOLs must shift from product-focused endorsement to communicating brand DNA pillars.Collaborating with influencers influential in fields like art,design,or business,brands can generate authentic content exploring themes of craftsmanship,cultural resonance,or heritage.This approach leverages their authenticity to tell a deeper brand story,achieving“cultural seeding”without distributing physical product.03.KOL&KOCRedNote Luxury Index 2025 40Key Opinion Sales.03.KOL&KOCOverviewIt has become standard practice for luxury brands to have their offline BAs create accounts on RedNote.They allow them to communicate directly with local clients online and onboard them into private domain,such as WeChat or WeCom.Notably,the proportion of luxury brands adopting official sales certification surpasses the 49%seen in Beauty.This indicates that luxury brands recognise the impact these BAs have on their brand image and are favouring a more integrated,structured approach to their management.Consumer journeyActionsObjectiveAwarenessInterestPurchaseShare(Loyalty)Post:Showcase new collections,product details,and styling tips.Engage:Comment on relevant brand and product posts(KOLs,UGC)to increase visibility.Post:Create content on unique product features or brand events to drive boutique visits.Chat:Answer direct messages for consultations.Post:Highlight product availability for direct,high-value transactions.Convert:Drive followers to WeChat/WeCom for private appointments&personalised clienteling.Engage:Interact with client posts featuring brand items to drive advocacy.Chat:Build client groups for exclusive previews&community management.Build credibility&Capture attention:Position KOS as a trusted expert,capturing early discovery and building a follower base.Build trust&Drive consideration:Use professional credibility to easehesitation and guide followers to exclusive experiences.Clienteling&Sales conversion:Convert a public follower into a private client lead,providing personalised service and facilitating direct sales.Foster loyalty&Repeat business:Turn one-time buyers into loyal members of the KOS community,encouraging repeat purchases and creating a self-sustaining advocacy loop.*Due to the unique retail model of the Wine&Spirits category,the sales presence of its brands on RedNote is not included in this analysis.FORMALISING KOS STRATEGY ON REDNOTE*RedNotes official KOS tool lets brands link ambassadors personal accounts to the main brand account,enabling performance tracking and official verification that builds consumer trust.FashionJewelleryWatchesBeautyOffline BA presenceBrands with certified BA accounts97SHI%RedNote Luxury Index 2025 41The feed is the core of every RedNote user experience for reading,discussing,and sharing.Brand awareness generated through UGC serves as a true indicator of market heat and visibility.4.1 Word-of-Mouth Notes4.2 Influencer Marketing:Organic4.3 Hashtag MarketingFeeds42474904.RedNote Luxury Index 2025 42Word-of-Mouth Notes.04.FeedsThe volume of word-of-mouth notes reflects a brands share of voice on RedNote.Most of these notes,centred on the brand and its products,come directly from real customers or potential customers.They indicate the level and intensity of discussion around the brand on the platform.Unlike search volume,this type of UGC is often generated from post-purchase sharing and can also serve as a proxy for the brands actual market share.Share of Voice*WHAT IS WORD-OF-MOUTH NOTE?RANKBRAND(ACCOUNT NAME)CATEGORY12345678910FashionChanel(香奈儿CHANEL)JewelleryChow Tai Fook(周大福CHOW TAI FOOK)FashionLouis Vuitton(路易威登)FashionHerms(HERMES)FashionDior(DIOR迪奥)FashionCoach(Coach蔻驰)WatchesRolex*FashionGucci(GUCCI)FashionLoewe(LOEWE罗意威)FashionMiu Miu(Miu Miu缪缪)SOVCATEGORY9.5%8.4%7.2%4.6%4.5%3.2%2.9%2.7%2.6%2.6%In this report,word-of-mouth notes(种草笔记)refer to any user-generated post on RedNote,as defined by Xinhongs own criteria,where the text(including title,body,or hashtags)features a brand or itsproduct.*Share of Voice:the proportion of brand-or category-related WOM notes out of all WOM notes*The brand doesnt have an official RedNote account.RedNote Luxury Index 2025 43Word-of-Mouth Notes.04.FeedsFashion overwhelmingly dominates the conversation on RedNote,capturing a full 50.0%of the Share of Voice with the highest average word-of-mouth note by brand.Jewellery and Watches form a significant secondary tier,with Jewellery showing more vibrant activity even beyond Beauty.Wine&Spirits remains a marginal niche category at just 0.4%,indicating limited UGC traction on the platform.Share of VoiceAVG.MONTHLY WORD-OF-MOUTH NOTE VOLUME PER BRANDSHARE OF VOICE BY CATEGORY272.91979.62396.83535.54410.7Wine&SpiritsWatchesBeautyJewelleryFashionMedian:1020.0Average:3085.7Fashion50.0%Wine&Spirits0.4auty27.2%Jewellery14.3%Watches8.0%RedNote Luxury Index 2025 44Word-of-Mouth Notes.04.FeedsFollowing the quiet Lunar New Year period,luxury categories showed distinct growth trajectories.Wine&Spirits was the breakout star,with its growth index rocketing to nearly 500 by June,driven by a peak of discussion on The Macallan.Both Jewellery and Watches displayed robust growth,nearly doubling their January baseline,yet their paths differed.Jewellery saw a sharp,dramatic spike in March,while Watches followed a much steadier climb.Monthly evolutionMONTHLY WOM NOTE BY CATEGORY175,782 393,377 Jan Feb Mar Apr May JunFashion34,235 64,152 Jan Feb Mar Apr May JunWatches362,951 795,548 Jan Feb Mar Apr May JunTotal57,278 112,081 Jan Feb Mar Apr May JunJewellery1,434 6,697 Jan Feb Mar Apr May JunWine&Spirits94,222 243,699 Jan Feb Mar Apr May JunBeauty050100150200250300350400450500JanFebMarAprMayJunFashionJewelleryWatchesWine&SpiritsBeauty*The Category WOM Note Growth Index sets the month with the lowest volume(January 2025)as the baseline index of 100.All subsequent monthly values are calculated relative to this baseline to show the evolution of growth and momentum.CATEGORY WOM NOTE GROWTH INDEX(JAN 2025=100)*RedNote Luxury Index 2025 4504.FeedsFashion indisputably owns the pinnacle of discussion,with giants like Louis Vuitton,Chanel,and Herms achieving outlier volumes that reflect their deeplyentrenched status as ultimate symbols in Chinas luxury market.In Watches,the significant organic hype for Rolex and Audemars Piguet brands even withoutan official RedNote presence highlights their immense brand equity.However,this is also a major missed opportunity to directly engage and shapethe conversation within their passionate community on this crucial platform.This hierarchy proves that top-tier share of voice is tied to enduring brand equity,not fleeting campaigns.To build this long-term on RedNote,brands must focus on consistent cultivation rather than short-term advertising.This involves fostering authentic narratives around heritage and craftsmanship,delivering powerful products,and nurturing a genuine community of influencers and consumers.By doing so,brands can embed themselves intothe platforms cultural fabric.Brand performanceWord-of-Mouth Notes.WORD-OF-MOUTH NOTE VOLUME BY BRANDTypical performance range(Middle 50%)MedianFashionJewelleryWatchesWines&SpiritsLouis VuittonChanelHermesChow Tai FookBulgariCartierRolex*Audemars Piguet*LonginesThe MacallanHennessy*Brand dont have an official RedNote account.RedNote Luxury Index 2025 4604.FeedsWord-of-Mouth Notes.Content pillar75.4%Jewellery3.4%3.2%3.2%5.6U.4%5.9%1.9%2.4.4.0%4.0%2.2%3.5%5.3x.4%3.1%1.3%2.5%6.4shionWatchesWine&SpiritsBy analysing word-of-mouth notes,we gain insight into how people talk about luxury brands and from which angles.These posts are created not only by KOLs but also by everyday consumers,media outlets and brands themselves.Their distribution provides valuable input for optimising both owned content strategies and paid collaboration approaches.RedNote Luxury Index 2025 4704.FeedsThe creator base for organic luxury discussion is overwhelmingly composed of KOCs and everyday consumers(5K followers),who represent 70-80%of all users posting about these categories.This grassroots structure is most pronounced in Fashion and Jewellery.In contrast,Wine&Spirits has a slightly higher proportion of Micro KOLs in its creator pool,suggesting its organic conversation is shaped more by niche enthusiasts.A stark contrast emerges when comparing the creator tiers.While the organic discussion is driven by a massive KOC base,brands paid collaborations are heavily concentrated on Mid-tier and Micro KOLs.This reveals a clear strategy:leveraging KOCs for authentic reach while investing in mid-funnel creators who balance professional content with strong engagement.Top-tier KOLs and celebrities remain a small fraction of the paid landscape,reserved for major campaign amplification rather than sustained community building.Influencer distribution by tierInfluencer Marketing:Organic.0.1%0.6%7.9#.2h.2%0.1%0.3%4.1 .9t.6P0K followersMid-tier KOLs:50K-500K followersMicro KOLs:5K 50K followersKOCs&Everyday consumers:5k followersCelebrities(verified on RedNote)INFLUENCER TIERS BY FOLLOWER COUNTRedNote Luxury Index 2025 4804.FeedsA significant disparity exists between influencer presence and the engagement they generate.While KOCs and Micro KOLs form the vast majority of creators(over 95%),their share of engagement is disproportionately small.Conversely,the elite group of Mid-tier to Celebrity KOLs,representing less than 5%of users,drives 34%of the total engagement.This highlights a clear hierarchy where a small,influential core commands the conversations impact.The efficiency index reveals Top KOLs are the most potent engagement drivers per creator.However,a successful RedNote strategy cannot ignore the grassroots foundation;the volume and authenticity of KOCs and Micro KOLs are crucial for credibility.Therefore,luxury brands should adopt a dual-pronged approach:collaborate with top-tier KOLs for high-impact“tentpole”moments,while simultaneously empowering the broader KOC and Micro KOL community through seeding programs to build a sustainable,authentic brand presence.Influencer efficiencyInfluencer Marketing:Organic.INFLUENCER EFFICIENCY INDEX(Average engagement per influencer by tier)Distribution of influencersShare of engagement0.1%2.4%0.3%6.5%4.0$.6 .17.1).4u.595.310770.32983.9901.0189.8CelebritiesTop KOLsMid-tier KOLsMicro KOLsKOCsTHE DISPARITY BETWEEN INFLUENCER PRESENCE AND IMPACTRedNote Luxury Index 2025 4904.FeedsOn RedNote,brand-owned hashtags are critical strategic assets,transforming simple brand names into searchable digital ecosystems.For users,leveraging these hashtags in their content validates status,showcases taste,and fosters belonging within an aspirational community.This user adoption is invaluable:it creates a powerful,evergreen archive of authentic social proof,directly boosting brand visibility in search results and feeds.This is the core mechanism for organic discovery and peer-driven seeding on the platform.Theres a significant disparity in hashtag usage between paid and organic content.While commercial collaborations ensure hashtag inclusion,driving organic adoption requires inspiration,not enforcement.Brands must create compelling hashtags that offer genuine utility or a strong sense of community.The ultimate goal is to build a brand narrative so desirable that users actively leverage the hashtag,thereby boosting the discoverability of their posts and ensuring broader exposure within their peers feeds.OverviewHashtag Marketing.Keyword typeExampleMarketing objectiveBrandBrand name(e.g.,#欧米茄OMEGA)Ensure brand visibility in search and feeds and reinforces authority in peer-driven discussionsBrand value (e.g.,#拉夫劳伦美好生活DNA)Embed lifestyle narratives that resonate withconsumers seeking identity alignmentEvergreen content(e.g.,#圣罗兰星选)Sustain long-tail discovery by anchoring the brand in recurring consumer needs and interestsProductCategory or collection(e.g.,#ZEGNASUMMER26)Promote a thematic range while fostering a sharedspace for consumers to exchange experiencesSpecific product(e.g.,#LVExpress)Spotlights hero items and drives UGC aroundownership,usage,and peer validation.CampaignMilestone activation(e.g.,#卡地亚节日挚礼)Rallies UGC participation during cultural or brand moments,amplifying buzz through communitystorytellingBrand event(e.g.,#LoroPiana百年一触BRAND HASHTAG USAGE IN PAID VS.ORGANIC CONTENT20.0V.7I.60.4Y.1t.1A.1.2%Wine&SpiritsWatchesJewelleryFashionHashtag penetration in commercial notesHashtag penetration in WoM notesRedNote Luxury Index 2025 50Hashtag Marketing.04.FeedsDuring key local milestones,Cartier consistently activates its evergreen hashtag#卡地亚节挚礼(Cartier Festival Gifting).This curated hashtag page not only highlights branded and influencer content,but also features a customised cover and advertising support that links directly to its WeChat Mini Program for purchase.For this years Qixi,the hashtag spotlighted a special edition of the Ballon Bleu watch exclusively released for Qixi.Case study:CartierHashtag pageBrand noteWeChat Mini ProgramBALLON BLEU QIXI LIMITED EDITION LAUNCHHASHTAG PAGE PERFORMANCE(JAN-AUG)#卡地亚节日挚礼(Cartier Festival Gifting)0K50K100K150K200K250K0K500K1000K1500K2000K2500KJanFebMarAprMayJunJulyAugEngagementReadership growthViewership growthEngagementNewNotes25343171872813LNY&Valentines Day520QixiRedNote Luxury Index 2025 51RedNote functions not only as a social platform but also as a search engine.Search trends reveal how sought-after your brand is in China and what consumers are thinking about you.5.1 Why Search Matters5.2 Brand Trends5.3 Keyword Trends5.4 Brand ZoneSearch5253555705.RedNote Luxury Index 2025 52Why Search Matters.05.SearchSearching on RedNote has become a critical part of the Chinese consumers online journey.It serves as a key touchpoint for both pre-purchase decisions and post-purchase advice.As the platforms search ecosystem continues to mature,a brands exposure is no longer limited to passively appearing in search results.By leveraging Brand Zones,Hot Search Terms,and SEO,brands can now proactively enhance and reinforce their presence in user search behaviour.Search resultsTrending topicsBrand ZoneHARNESSING SEARCH FOR BRAND PRESENCEA GLIMPSE ON SEARCH OF REDNOTE*RedNoteDaily QV600M 170MMonthly users seekingpurchase advice70ily active usersusing search90tive search share42%New users usingsearch on Day 11B Baidu Daily QV*Source:RedNote Data Platform and industry analysis;refers to the entire RedNote ecosystem,not limited to the luxury industry.RedNote Luxury Index 2025 5305.SearchSearch volume by categoryBrand Trends.1,877,593 2,175,595 601,317 114,151 2,314,624 0.0M0.5M1.0M1.5M2.0M2.5M3.0M0M20M40M60M80M100M120M140M160M180MFashionJewelleryWatchesWine&SpiritsBeautyAvg.search volume by brandTTL search volumeTotal search volumeAvg.search volume by brandTTL search volume131,431,50654,389,88415,032,9361,141,510162,023,667The search volume data on RedNote reveals a compelling hierarchy of consumer interest across luxury categories.Contrary to the raw volume,Jewellery emerges as the most sought-after category,with a remarkable average of 2.18 million searches per brand.This significantly outpaces Fashion,which,despite its large number of brands,has a per-brand average of 1.88 million.Watches and Wine&Spirits have a considerably lower average,suggesting a more niche,less-frequent search behavior among their brand-specific audiences.The high per-brand search volume for Jewellery underscores its premium value and the high level of intent from users,who are highly motivated to search for specific brands within a smaller,concentrated market.This contrasts with Fashion,where the high total volume is distributed across a much larger number of brands.Beauty 44.5shion 36.1%Jewellery 14.9%Watches 4.1%Wine&Spirits 0.1%LEVEL OF SEARCH VOLUME BY CATEGORYDISTRIBUTION OF SEARCH VOLUMERedNote Luxury Index 2025 5405.SearchOn RedNote,search volume is a direct reflection of a brands desirability and mindshare.This data reveals that while outliers drive massive conversation,the typical brands engagement is more modest.Jewellery leads all categories with a median search volume of approximately 1.7M,followed by Fashion at 0.8M.In contrast,Watches and Wine&Spirits show a more concentrated range and lower medians,suggesting that their niche positioning makes it challenging to compete with the top maisons.The most telling observations come from the outliers:Louis Vuitton(16M)and Chanel(11M)exist in a tier of their own,their immense search volumes confirming a dominant market leadership that has evolved into a cultural phenomenon.Furthermore,the prominence of rising stars like Coach and Miu Miu coincides with their buzz of becoming highly sought-after brands.Jewellery leaders like Chow Tai Fook and Van Cleef&Arpels,perfectly mirrors market trends and underscores their powerful desirability in China.Search volume by brandBrand Trends.SEARCH VOLUME DISTRIBUTION BY BRAND0M2M4M6M8M10M12M14M16M18MFashionJewelleryWatchesWine&SpiritsLouis VuittonChanelRalph LaurenCoachMiu MiuHermsDiorChow Tai FookVan Cleef&ArpelsRolexLonginesNote:The line within the box represents the median;the X symbol indicates the averageRedNote Luxury Index 2025 55Keyword Trends.05.SearchSearch keywords offer a clear window into the consumers journey,indicating their level of brand familiarity and purchase intent.By analysing the top 10 keywords related to our brand pool,weve uncovered how market penetration and consumer desirability vary significantly among different luxury segments.Keyword typesDISTRIBUTION OF SEARCH VOLUME BY KEYWORD TYPEKeyword typeSearch intentBrand-relatedBrand name(e.g.,香奈儿)Users are unfamiliar with the brand and seek information on its story,consumer feedback,and offerings.Brand image-related(e.g.,loropiana是什么牌子)Users have an initial awareness of the brand and want to learn more or compare it with similar brands.Social buzz,celebrity,or marketing related(e.g.,岩中花述)Users have been exposed to marketing activities or brand news and are motivated to explore further.Product-relatedSpecific product name or item number(e.g.,积家约会)Users have a clear purchase intent and product knowledge,researching specific details before buying.Generic category(e.g.,周大福手镯)Users have a purchase intent but no clear target,and are exploring or comparing brand offerings.Experience or purchase-relatedPrice,service,usage,advice,etc.(e.g.,加拿大鹅清洗)Users are seeking recommendations,advice,or feedback,both pre-sale and after-sale.Brand-relatedProduct-relatedExperience or purchase-relatedShare of search volume34.2shionJewelleryWatchesWatches60.9%4.97.5V.0%6.63.7c.4%2.9D.89.8.3%TYPES OF KEYWORDSRedNote Luxury Index 2025 5605.SearchA deeper analysis of keywords including their language,product mentions,and semantics allows us to gauge not only user demand for specific products and brands but also the market penetration of different categories in China.In terms of localization,Watches and Jewellery demonstrate a high level of consumer recognition,with 87.8%and 77.2%of search volume,respectively,including the brands Chinese name.In contrast,this figure is only 46.6%for Fashion.Additionally,7.3%of keywords relate to brand value.Users frequently compare different brands or discuss their perceived status to aid their purchasing decisions.This indicates that brands associated with these keywords may have an ambiguous market positioning.19 of the most-searched keywords containing brand names include typos(e.g.,百达斐丽),old translations(e.g.,蒙),or nicknames(e.g.,萝丁).Brands should consider these factors in their marketing and advertising investments,as these terms still rank highly.Consumer behaviourKeyword Trends.55tegory-led searches55%of fashion brand searchvolume is driven by category-related keywords,suggestingconsumers often have unclearpurchase goals and are stillexploring and comparing.1/3Brand-led searchesA third of search volume comes from brand name-only keywords,illustrating users are the early stage of brand exploration.Product searchesOnly 20 brands have achieved to establish iconic products that translate into top 10 search terms(e.g.,carryall),demonstrating strong product power and mature consumer perception.2088%Chinese brand nameNearly 90%of watches search volume originates from keywords including Chinese brand name,demonstrating a high level of localisation in this category.LuxuryLuxuryFashionWatchesRedNote Luxury Index 2025 57OverviewBrand Zone.Tiffany&Co.Focus:Campaign-led Campaign:Qixi Festival campaign Featured Products:HardWearCollection Destinations:Brand-postedvideos,hashtag page,brand profilePrada Focus:Campaign-led Campaign:Qixi Festival campaign Featured Products:Explore Shoulder Bag Destinations:Brand-posted image&text notes,brand profile05.SearchA Brand Zone is a paid advertising feature on RedNote that allows brands to own a curated section on the search results page for keywords that includetheir name.Its CTAs can direct users to a variety of destinations,includingbrand profiles,specific notes,hashtag pages,livestreams,or even external links like Tmall and WeChat Mini Programs.When implemented effectively,it can significantly boost account awarenessand follower recruitment.For luxury brands aiming to build a strong ownedpresence,the Brand Zone is a valuable tactic for promoting campaigns and products,utilised by 51.5%of the brands in our research*.*The data was collected from 27 June to 4 July and may not be representative of brands current situation.*Source:RedNote Data Platform and industry analysis;refers to the entire RedNote ecosystem,not limitedto the luxury industry.HOW A BRAND ZONE AMPLIFIES GROWTH*Daily account impressionsDaily profileviewsDaily followergrowth31x6.8x10.8xRedNote Luxury Index 2025 58Brand Zone.05.SearchOffline events have become a critical lever for brands to boost UGC on social media and,in turn,drive their share of voice.This strategy allows consumers to discuss the brand without needing to make a purchase.For its“Herms in the Making”event in Shenzhen,Herms effectively utilised a Brand Zone to promote the exhibition.This digital hub featured a brand-owned hashtag page and also directed users to a WeChat Mini Program to reserve their visit seamlessly.Case study:HermsBrand ZoneHashtag pageCTA to Mini ProgramHERMS IN THE MAKING IN SHENZHENHASHTAG PAGE PERFORMANCE(11 MAY-11 JUNE)#爱马仕匠心工坊深圳280KTotalViews337TotalContributors211TotalNotes11KTotalEngagementsBRAND ACCOUNT PERFORMANCE(11 MAY-11 JUNE)3,813NewFollowers19KTotalEngagementsRedNote Luxury Index 2025 59RISE Index06.The RISE Index RedNote Influence&Strategy Evaluation is created to serve as a clear benchmark for luxury brands in Chinas dynamic social media landscape,measuring their visibility,consumer resonance,and market vitality.6.1 Methodology6.2 RISE Index:Voice6.3 RISE Index:KOL Investment6.4 RISE Index:Heat60616467RedNote Luxury Index 2025 60Methodology.06.RISE IndexVoiceKOL InvestmentHeatCapturing how brands leverage theirofficial accounts to build influence,looking at activity levels,audience engagement,and the strength of community growthEvaluating how effectively brands deploypaid content,considering both the scaleof investment and the impact of influencer partnerships in terms of reachand engagementReflecting the intensity of organicconsumer interest,measuring demand,brand visibility,and the potential for viral amplificationFAN BASEFAN BASE GROWTHPOSTING FREQUENCYENGAGEMENT VOLUMEMILESTONE ACTIVATIONCOMMERCIAL NOTE VOLUMECOMMERCIAL NOTE READERSHIPCOMMERCIAL NOTE ENGAGEMENTSEARCH VOLUMEWORD-OF-MOUTH NOTE VOLUMEWOM NOTE ENGAGMENTRedNote Luxury Index 2025 61RISE Index:Voice.RankBrand(Account name)CategoryFan baseGrowth Index(Adj.)Posting FrequencyEngagementMilestone ActivationBrand Score1Dior(DIOR迪奥)78.0 12.0 100.0 58.1 100.0 69.6 2Qeelin(Qeelin麒麟)16.3 100.0 61.1 85.7 50.7 62.8 3Chopard(Chopard萧邦)13.5 31.9 100.0 55.3 100.0 60.1 4Longchamp(珑骧Longchamp)35.7 37.4 87.3 45.8 94.1 60.1 5Bulgari(BVLGARI宝格丽)28.9 18.8 78.5 60.7 95.9 56.6 6Louis Vuitton(路易威登)100.0 25.2 26.3 100.0 29.6 56.2 7Armani(ARMANI阿玛尼)8.2 40.9 84.2 59.7 72.4 53.1 8Gucci(GUCCI)63.5 14.9 55.9 81.1 48.9 52.9 9Loewe(LOEWE罗意威)30.7 39.3 62.1 59.9 68.8 52.2 10Tods(TODS)16.5 27.4 60.6 92.6 60.9 51.6 11Boucheron(Boucheron宝诗龙)9.2 28.5 63.4 66.5 83.3 50.2 12Max Mara(MaxMara)20.5 58.3 53.0 64.8 52.5 49.8 13Songmont(Songmont山下有松)38.0 53.2 50.7 52.5 48.9 48.6 06.RISE IndexCapturing how brands leverage their official accounts to build influenceRedNote Luxury Index 2025 62RISE Index:Voice.RankBrand(Account name)CategoryFan baseGrowth Index(Adj.)Posting FrequencyEngagementMilestone ActivationBrand Score14Boss(BOSS博斯)3.2 37.5 71.7 50.4 68.8 46.3 15Stuart Weitzman(StuartWeitzman思缇韦曼)9.4 39.1 62.1 52.0 68.8 46.3 16Hublot(HUBLOT宇舶表)15.6 34.6 61.9 60.0 57.3 45.9 17Christian Louboutin(ChristianLouboutin路铂廷)8.5 46.1 46.5 61.8 64.0 45.4 18Tiffany&Co.(Tiffany蒂芙尼)43.9 25.5 50.9 59.4 44.0 44.8 19Chaumet(CHAUMET尚美巴黎)16.5 32.5 47.8 70.0 54.9 44.3 20Tudor(TUDOR帝舵)7.3 100.0 28.3 56.3 29.0 44.2 21APM Monaco(APM Monaco)23.1 24.9 59.5 52.0 56.7 43.2 22Rado(RADO雷达表)3.9 94.4 22.1 68.1 27.1 43.1 23De Beers(De Beers戴比尔斯)11.0 29.3 56.7 63.0 51.9 42.4 24Marc Jacobs(MARC JACOBS)4.9 37.7 49.4 41.0 76.6 41.9 25Fendi(FENDI)26.1 33.9 36.4 59.6 51.3 41.4 26Celine(CELINE 思琳)31.8 35.8 47.8 51.6 38.6 41.1 06.RISE IndexCapturing how brands leverage their official accounts to build influenceRedNote Luxury Index 2025 63RISE Index:Voice.RankBrand(Account name)CategoryFan baseGrowth Index(Adj.)Posting FrequencyEngagementMilestone ActivationBrand Score27Tory Burch(TORY BURCH汤丽柏琦)28.2 32.1 36.1 72.9 36.2 41.1 28Bottega Veneta(Bottega Veneta)12.1 28.0 61.1 53.0 51.3 41.1 29Ferragamo(FERRAGAMO菲拉格慕)11.8 46.6 49.6 47.0 48.3 40.6 30Omega(欧米茄OMEGA)13.3 21.7 41.8 43.7 82.7 40.6 31Chow Tai Fook(周大福 CHOW TAI FOOK)53.6 18.7 33.3 51.8 44.0 40.3 32Zegna(杰尼亚Zegna)5.6 44.7 45.2 49.6 55.5 40.1 33Michael Kors(MICHAEL KORS迈克高仕)25.5 44.2 28.8 70.3 29.0 39.6 34Coach(Coach蔻驰)24.0 38.7 36.6 60.4 38.0 39.5 35Longines(浪琴表)14.6 30.0 44.2 59.3 49.5 39.5 36Balenciaga(Balenciaga)12.9 24.8 60.0 44.5 54.9 39.4 37Burberry(Burberry)21.6 18.9 49.6 51.2 55.5 39.4 38Ralph Lauren(Ralph Lauren拉夫劳伦)16.5 38.5 54.6 44.3 42.8 39.3 39Van Cleef&Arpels(VanCleefArpels梵克雅宝)27.4 29.1 47.3 47.1 44.6 39.1 40Loro Piana(LoroPiana 诺悠翩雅)8.3 58.4 47.6 36.3 42.2 38.6 06.RISE IndexCapturing how brands leverage their official accounts to build influenceRedNote Luxury Index 2025 64RISE Index:KOL Investment.RankBrand(Account name)CategoryCommercial Note VolumeReadership/Commercial NoteEngagement/Commercial NoteBrand Score1Tissot(瑞士天梭表Tissot)1.3 100.0 100.0 67.1 2Graff(GRAFF格拉夫)3.3 95.0 88.2 62.2 3De Beers(De Beers戴比尔斯)13.0 70.8 82.9 55.6 4Chow Tai Fook(周大福 CHOW TAI FOOK)100.0 26.8 26.1 51.0 5Tasaki(TASAKI塔思琦)1.5 77.2 60.0 46.2 6Vacheron Constantin(江诗丹顿Vacheron Constantin)0.3 71.7 56.4 42.8 7Songmont(Songmont山下有松)31.2 43.5 43.9 39.5 8Bulgari(BVLGARI宝格丽)100.0 4.3 2.7 35.6 9Longchamp(珑骧Longchamp)65.2 20.7 13.8 33.2 10Pandora(PANDORA潘多拉珠宝)49.9 25.4 20.0 31.7 11Chaumet(CHAUMET尚美巴黎)90.6 2.7 1.4 31.5 12Max Mara(MaxMara)45.8 24.0 20.6 30.1 13Pomellato(Pomellato宝曼兰朵)5.4 41.5 39.9 28.9 06.RISE IndexEvaluating how effectively brands deploy paid contentRedNote Luxury Index 2025 65RISE Index:KOL Investment.RankBrand(Account name)CategoryCommercial Note VolumeReadership/Commercial NoteEngagement/Commercial NoteBrand Score14Dolce&Gabbana(Dolce&Gabbana)76.5 5.4 2.8 28.2 15Versace(VERSACE范思哲)15.3 35.6 31.7 27.5 16Coach(Coach蔻驰)44.5 22.0 15.7 27.4 17Prada(Prada普拉达)23.0 31.4 27.5 27.3 18Loewe(LOEWE罗意威)73.7 5.1 2.9 27.2 19APM Monaco(APM Monaco)36.3 25.6 18.7 26.9 20Gucci(GUCCI)12.0 33.7 30.3 25.4 21Dior(DIOR迪奥)29.7 24.9 17.3 24.0 22Lacoste(LACOSTE)24.0 26.3 20.6 23.6 23Chow Sang Sang(周生生)37.3 18.6 13.2 23.0 24Michael Kors(MICHAEL KORS迈克高仕)37.6 13.6 12.4 21.2 25Johnnie Walker(尊尼获加 Johnnie Walker)18.2 22.4 22.3 21.0 26Zegna(杰尼亚Zegna)2.6 27.1 31.8 20.5 06.RISE IndexEvaluating how effectively brands deploy paid contentRedNote Luxury Index 2025 66RISE Index:KOL Investment.RankBrand(Account name)CategoryCommercial Note VolumeReadership/Commercial NoteEngagement/Commercial NoteBrand Score27Tory Burch(TORY BURCH汤丽柏琦)15.1 25.3 20.6 20.3 28Cartier(卡地亚Cartier)31.0 18.0 11.3 20.1 29Louis Vuitton(路易威登)3.8 31.2 22.6 19.2 30Glenfiddich(格兰菲迪 Glenfiddich)37.1 11.8 6.8 18.6 31Tods(TODS)3.6 28.5 20.4 17.5 32Burberry(Burberry)4.3 21.3 26.0 17.2 33Damiani(DAMIANI)2.8 20.8 27.6 17.1 34Chanel(香奈儿CHANEL)0.3 28.6 22.0 17.0 35Harry Winston(Harry Winston海瑞温斯顿)2.8 27.2 19.4 16.5 36Ferragamo(FERRAGAMO菲拉格慕)28.1 12.9 8.0 16.4 37Piaget(伯爵PIAGET)3.6 25.8 18.5 16.0 38Saint Laurent(SAINTLAURENT圣罗兰)2.8 26.0 18.9 15.9 39Givenchy(GIVENCHY纪梵希)0.3 25.7 19.7 15.2 40Moncler(Moncler盟可睐)2.3 24.7 17.9 15.0 06.RISE IndexEvaluating how effectively brands deploy paid contentRedNote Luxury Index 2025 67RISE Index:Heat.RankBrand(Account name)CategorySearch VolumeWOM Note VolumeAdjusted Engagement IndexBrand Score1Louis Vuitton(路易威登)100.0100.053.190.6 2Chanel(香奈儿CHANEL)68.588.649.272.7 3Herms(HERMES)37.175.838.352.8 4Chow Tai Fook(周大福 CHOW TAI FOOK)54.748.927.847.0 5Dior(DIOR迪奥)33.046.962.744.5 6Miu Miu(Miu Miu缪缪)47.930.439.439.2 7Coach(Coach蔻驰)48.527.830.436.6 8Loewe(LOEWE罗意威)24.827.078.836.5 9Saint Laurent(SAINTLAURENT圣罗兰)25.82.297.130.6 10Ralph Lauren(Ralph Lauren拉夫劳伦)51.39.730.830.5 11Cartier(卡地亚Cartier)36.418.638.129.6 12Van Cleef&Arpels(VanCleefArpels梵克雅宝)38.911.846.629.6 13Valentino(VALENTINO华伦天奴)14.49.593.028.1 06.RISE IndexReflecting the intensity of organic consumer interestRedNote Luxury Index 2025 68RISE Index:Heat.RankBrand(Account name)CategorySearch VolumeWOM Note VolumeAdjusted Engagement IndexBrand Score14Gucci(GUCCI)16.833.737.327.7 15Graff(GRAFF格拉夫)13.93.2100.026.8 16Longchamp(珑骧Longchamp)32.310.838.424.9 17Chaumet(CHAUMET尚美巴黎)11.42.795.924.8 18Bulgari(BVLGARI宝格丽)21.219.641.024.5 19Rolex*21.228.521.424.1 20Songmont(Songmont山下有松)15.50.486.123.6 21Prada(Prada普拉达)13.421.646.223.3 22Tiffany&Co.(Tiffany蒂芙尼）16.49.754.721.4 23Laopu Gold(老铺黄金)31.86.430.021.3 24Versace(VERSACE范思哲)10.76.368.420.5 25Balenciaga(Balenciaga)22.49.339.020.5 26De Beers(De Beers戴比尔斯)3.51.691.220.3 06.RISE Index*The brand doesnt have an official RedNote account.Reflecting the intensity of organic consumer interestRedNote Luxury Index 2025 69RISE Index:Heat.RankBrand(Account name)CategorySearch VolumeWOM Note VolumeAdjusted Engagement IndexBrand Score27Swarovski(施华洛世奇SWAROVSKI)11.717.940.920.0 28APM Monaco(APM Monaco)19.19.842.120.0 29Celine(CELINE 思琳)19.513.529.819.2 30MCM(MCM)26.57.423.918.3 31Burberry(Burberry)11.718.131.818.3 32Tods(TODS)3.90.880.017.9 33Maison Margiela(Maison Margiela 梅森马吉拉)9.95.856.617.6 34Michael Kors(MICHAEL KORS迈克高仕)7.72.168.317.6 35Fendi(FENDI)4.913.149.817.2 36Rado(RADO雷达表)0.31.680.216.8 37Calvin Klein(Calvin Klein)17.92.442.216.6 38Audemars Piguet*4.613.742.515.8 39Harry Winston(Harry Winston海瑞温斯顿)10.71.753.115.6 40Buccellati(Buccellati布契拉提)14.74.040.115.5 06.RISE Index*The brand doesnt have an official RedNote account.Reflecting the intensity of organic consumer interestRedNote Luxury Index 2025 70AppendixRedNote Luxury Index 2025 71AppendixBrand List.FASHIONAcne Studios(Acne Studios)Alexander McQueen(McQueen)Alexander Wang(alexanderwang)Ami Paris(Ami Paris)Armani(ARMANI阿玛尼)Balenciaga(Balenciaga)Bally(BALLY)Balmain(BALMAIN)Berluti(Berluti)Boss(BOSS博斯)Bottega Veneta(Bottega Veneta)Burberry(Burberry)Calvin Klein(Calvin Klein)Brand name(RedNote account name)Canada Goose(CanadaGoose加拿大鹅)Celine(CELINE 思琳)Chanel(香奈儿CHANEL)Chlo(Chlo)Christian Louboutin(ChristianLouboutin路铂廷)Coach(Coach蔻驰)Delvaux(Delvaux)Dior(DIOR迪奥)Dolce&Gabbana(Dolce&Gabbana)Fendi(FENDI)Ferragamo(FERRAGAMO菲拉格慕)Ganni(GANNI)Giada(GIADA)Givenchy(GIVENCHY纪梵希)Golden Goose(Golden Goose)Goyard*Gucci(GUCCI)Herms(HERMES)Icicle(ICICLE之禾)Isabel Marant(Isabel Marant)Jimmy Choo(JimmyChoo)Kate Spade(kate spade)Kenzo(KENZO)Lacoste(LACOSTE)Lanvin(LANVIN浪凡)Loewe(LOEWE罗意威)Longchamp(珑骧Longchamp)Loro Piana(LoroPiana 诺悠翩雅)Louis Vuitton(路易威登)Maison Kitsun(MAISON KITSUNE)Maison Margiela(Maison Margiela 梅森马吉拉)Maje(Maje)Marc Jacobs(MARC JACOBS)Marni(MARNI)Max Mara(MaxMara)Max&Co.(MAX&Co.)MCM(MCM)Michael Kors(MICHAEL KORS迈克高仕)Miu Miu(Miu Miu缪缪)Moncler(Moncler盟可睐)Montblanc(万宝龙MONTBLANC)Prada(Prada普拉达)Ralph Lauren(Ralph Lauren拉夫劳伦)Rimowa(RIMOWA日默瓦)Saint Laurent(SAINTLAURENT圣罗兰)Sandro(SANDRO)Self-portrait(self-portrait)Songmont(Songmont山下有松)Stone Island(STONE ISLAND石头岛)Stuart Weitzman(StuartWeitzman思缇韦曼)Tods(TODS)Tommy Hilfiger(TOMMY HILFIGER)Tory Burch(TORY BURCH汤丽柏琦)Tumi(TUMI途明)Valentino(VALENTINO华伦天奴)Versace(VERSACE范思哲)*Brands dont have an official RedNote account.RedNote Luxury Index 2025 72AppendixBrand List.Zegna(杰尼亚Zegna)JewelleryAPM Monaco(APM Monaco)Boucheron(Boucheron宝诗龙)Buccellati(Buccellati布契拉提)Bulgari(BVLGARI宝格丽)Cartier(卡地亚Cartier)Chaumet(CHAUMET尚美巴黎)Chopard(Chopard萧邦)Chow Sang Sang(周生生)Chow Tai Fook(周大福 CHOW TAI FOOK)Damiani(DAMIANI)De Beers(De Beers戴比尔斯)Brand name(RedNote account name)Fred(FRED斐登)Graff(GRAFF格拉夫)Harry Winston(Harry Winston海瑞温斯顿)John Hardy(JohnHardy)Laopu Gold(老铺黄金)Mikimoto(MIKIMOTO御木本)Pandora(PANDORA潘多拉珠宝)Pomellato(Pomellato宝曼兰朵)Qeelin(Qeelin麒麟)Swarovski(施华洛世奇SWAROVSKI)Tasaki(TASAKI塔思琦)Tiffany&Co.(Tiffany蒂芙尼)TSL|谢瑞麟(谢瑞麟珠宝)Van Cleef&Arpels(VanCleefArpels梵克雅宝)WatchesA.Lange&Shne(朗格)Audemars Piguet*Baume&Mercier(名士表)Blancpain(BLANCPAIN 宝珀)Breguet(BREGUET宝玑)Breitling(BREITLING百年灵)Girard-Perregaux(GP芝柏表)Hublot(HUBLOT宇舶表)IWC Schaffhausen(IWC万国)Jaeger-LeCoultre(积家Jaeger-LeCoultre)Longines(浪琴表)Omega(欧米茄OMEGA)Panerai(沛纳海Panerai)Parmigiani Fleurier(PARMIGIANI帕玛强尼)Patek Philippe*Piaget(伯爵PIAGET)Rado(RADO雷达表)Richard Mille(RICHARDMILLE理查米尔)Roger Dubuis(罗杰杜彼)Rolex*Tag Heuer(TAGHeuer泰格豪雅)Tissot(瑞士天梭表Tissot)Tudor(TUDOR帝舵)Vacheron Constantin(江诗丹顿Vacheron Constantin)Zenith(ZENITH真力时)Wine&SpiritsAbsolut Vodka(绝对伏特加中国)Chandon(CHANDON夏桐)Cloudy Bay(CloudyBay云雾之湾)Glenfiddich(格兰菲迪 Glenfiddich)Hennessy(轩尼诗Hennessy)Johnnie Walker(尊尼获加 Johnnie Walker)Martell(马爹利MARTELL)Mot&Chandon(MOET酩悦香槟)Rmy Martin(Remy Martin人头马)The Macallan(THE MACALLAN麦卡伦)*Brands dont have an official RedNote account.RedNote Luxury Index 2025 73AppendixMethodology.Brand pool“Luxury”in this report refer to luxury of personal luxury goods,specifically encompassing designer apparel(ready-to-wear),footwear,leather goods,accessories,watches,jewellery,and wine&spirits.The terms excludes the following categories:beauty(skincare,makeup,and fragrances),automobiles,aircraft,cruises,furniture and home dcor,fine art,and the hospitality sector.Each luxury brand is selected based on its product portfolio and consumer perception,and categorised as follows:Fashion:Brands focusing on ready-to-wear,leather goods,footwear,accessories,including those with multi-category offerings where these segments represent the core of their brand equity and revenue contribution.Watches:Brands specialising in watchmaking,watchmaking,including those with multi-category offerings where watchmaking represents the core of their brand equity and revenue contribution.Jewellery:Brands specialising in jewellery,including those with multi-category offeringswhere jewellery represents the core of their brand equity and revenue contribution.Wine&Spirits:Brands specialising in wine&spirits.This report includes ultra-luxury brands,high-end luxury brands,aspirational luxury brands,and selected accessible luxury brands.While some of these brands may deviate from traditional definitions of luxury in terms of pricing or brand equity,they are included based on one or more of the following criteria:affiliation with a luxury conglomerate,a strong presence in premium retail environments,or a brand activation strategy in China that aligns with luxury brand practices.The positioning of brands within the luxury spectrum is influenced by several key factors:Price premium;Quality and rarity of raw materials;Craftsmanship and production excellence;Product exclusivity and authenticity;Service quality and personalisation;Exclusivity and prestige of points of sale.To ensure the selected brand pool best represents the luxury sectors presence on RedNote within a limited sample size,brands meeting the following criteria have been included:Brands with an active and ongoing Official Account on RedNote as of 1 June 2025;Brands without an official account but with a high volume of user discussions on the platform;Priority has been given to brands with a highernumber of brand mention notes,due to the limited capacity of the brand pool.Data on brand accounts,word-of-mouth notes,and commercial notes in this report is sourcedfrom Xinhong and covers the period fromJanuary to June 2025.Figures may differ slightlyfrom actual performance due to data limitations.Search volume data is sourced from Juguang as an indexed figure,covering 2 April to 30 June.Due to platform limitations,only each brands top ten most-searched keywords are counted,whichmay not represent the actual total search volume.Download the RedNote Beauty Index,released this September,featuring 70 premium beauty brands across skincare,makeup,and fragrance categories.RedNote Luxury Index 2025 74DataJie He 何杰(Newrank)Junqiu Hu 胡俊秋(Newrank)Yufei Gao 高雨菲(Newrank)AuthorAlexander Wei(DLG)Pablo Mauron(DLG)DesignerElena Shi(DLG)Jacques Roizen(DLG)Contributors.Kira Zhang 章馨钰(DLG)Pengcheng Liu 刘鹏程(Newrank)Yu Wang 王雨(Newrank)Yuqi Wang 王钰祺(Newrank)Xiaoyu Peng 彭晓宇(Newrank)Kira Zhang 章馨钰(DLG)RedNote Luxury Index 2025 75DLG(Digital Luxury Group)is an independent marketing and technology group with offices in Geneva and Shanghai.The company provides social media,e-commerce,CRM,consulting,and creative services to luxury and lifestyle brands.DLG is renowned for its expertise in defining and implementing impactful business strategies,combining technological know-how,creativity,and luxury savoir-faire to target sophisticated consumers.DLG also publishes Luxury Society,a trusted intelligence platform for luxury executives,offering a global perspective on the industry through exclusive studies,reports,analysis,features,and in-depth interviews with industry leaders.https:/https:/ UsPress&Media EnquiriesAlexander WeiResearch Directoralexanderweidigital-Business&Partnership EnquiriesPablo MauronManaging Partner Chinapmaurondigital-Other Enquirieshellodigital-Follow us on WeChat.RedNote Luxury Index 2025 76As a data-driven content technology company,Newrank serves the content industry by providing content marketing,live streaming e-commerce,copyright distribution and content asset operation and management services,relying on social media resources and content data products covering all levels of the omni-channel,to help Chinese enterprises acquire and manage digital content assets.In 2018,Newrank won the title of“Top Ten Cultural Enterprises in Shanghai”.In the same year,he Shanghai parent company and Beijing branch of Newrank were recognized as“National high-tech enterprises”.In 2020,Newrank won the first place in the business Group A of the National Content Technology Innovation and Entrepreneurship Competition.In 2023,Newrank was rated as“Shanghai Top Innovative Enterprise”and won the title of“Shanghai digital Advertising Leading Enterprise”.Contact UsPress&Media EnquiriesGrace WangBrand&Public RXinhong is a data analysis tool for RedNote under Newrank.It collects a vast amount of accounts and creative materials,providing multi-dimensional data including influencer accounts,notes,SEO traffic,brand marketing,live-streaming e-commerce,etc.It helpsbrands with seeding and traffic operation,and offers a comprehensive insight into the RedNote ecosystem.Contact UsExclusive Consultant
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