Caitlin Hathaway — Audience Development at MVF

Prediction:

I predict that 2025 will be the year brands focus on diversifying content strategies to reduce dependence on Google and safeguard against algorithm volatility.

Why it’s important:

This past year has shown how risky it is to rely on Google for traffic, as algorithm updates can devastate a brand’s bottom line. In 2025, brands must diversify their strategies to reduce this dependency and build resilience. 

I believe that the traditional SEO role will phase out into a broader “organic growth” role focused on growing multiple organic channels. Platforms like YouTube, TikTok, LinkedIn, newsletters, and podcasts will offer opportunities to engage new audiences, maximize content value, and create stronger, more engaged communities.

How to implement:

• Learn new platforms: Explore algorithms and content styles on platforms you haven’t worked with before.
• Repurpose content strategically: Maximize the reach of existing content by tailoring it for different platforms.
• Test and refine: Use insights from new platforms to engage audiences and build stronger connections.

More from Caitlin Hathaway