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Repair Windows errors before they cause bigger problemsFix Now →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Clear out junk files and repair common Windows errorsFree Scan →Marketing statistics for 2025 point to three prominent themes: marketers report growing use of AI, strong interest in short-form video and visual content, and continued attention to social platforms and personalization. These figures are survey findings—not a census of the marketing industry, proof that a tactic causes revenue growth, or a guarantee of results for an individual business.
How to read these marketing statistics
The figures below come from HubSpot and Content Marketing Institute survey summaries. Their audiences and questions differ, so they should not be combined into one representative measure or treated as directly comparable channel tests. Several source summaries do not provide full sampling frames, fieldwork dates, or questionnaire wording. Where available, the surveyed population and year are identified with the statistic.
The title’s “120+” count cannot be verified from the available report summaries. The numbers below are the findings that can be attributed to the cited sources, rather than a claim that this list independently audits 120 distinct statistics.
AI adoption and governance
Content Marketing Institute’s 2025 enterprise research found that 75% of surveyed enterprise marketers said their organizations used AI, compared with 58% the previous year. Adoption is not the only change: 62% said their organization had generative-AI guidelines in 2025, up from 36% the year before. Content Marketing Institute’s enterprise content marketing research reports both year-over-year comparisons.
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Among respondents whose organizations had guidelines, the policies covered acceptable uses of generative AI in content marketing (80%), security measures (77%), unacceptable uses (71%), and data-handling guidance (70%). These percentages describe the subjects covered by reported guidelines, not the share of all companies with each specific policy.
A separate 2025 report excerpt from HubSpot and Masters in Marketing says 71% of surveyed marketers actively used AI tools in social media marketing, 89% planned to use platform-native AI tools when available, and 72% reported better performance with AI-assisted content. These are respondents’ reports; they do not establish that AI caused better performance across businesses.
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Content formats: video, images, and investment plans
In HubSpot’s 2025 marketing survey summary, short-form video and images each appeared among the most-used content formats for 29% of respondents. Short-form video was the leading listed format for reported ROI at 21%, followed by images at 19%. These are marketers’ survey responses, not results from a controlled comparison of formats. See HubSpot’s 2025 State of Marketing report.
Asked about planned investment increases for 2025, HubSpot respondents named short-form video (17%), images (15%), user-generated content (14%), and live streaming (14%). Separately, Content Marketing Institute’s 2025 research among B2B content marketers found that 61% expected to increase investment in video. Other planned increases in that survey included thought leadership content (52%), AI for content optimization or performance (40%), and paid advertising (40%). The populations and survey questions differ, so the percentages should not be read as a single ranking.
What the format findings can—and cannot—tell you
- They show what surveyed marketers said they used, expected to invest in, or associated with ROI; they do not predict a specific business’s returns.
- Choose formats based on audience, buyer journey, production capacity, intended outcome, and whether you can measure performance reliably.
- Short-form video may be prominent in these survey responses, but the summaries do not provide a consistent cross-channel cost or causal-return dataset.
Social platforms and consumer behavior
In HubSpot’s 2025 survey summary, 58% of surveyed marketers said they used Facebook, and 40% listed it among their top three social platforms for ROI. These are separate measures—reported use and a top-three ROI selection—not evidence that Facebook has the highest return for every marketer.
HubSpot’s consumer-trend findings also report product discovery on social during the prior three months among 64% of Gen Z respondents, 59% of Millennials, and 47% of Gen X respondents. In the same three-month reference period, 17% of social users said they bought in-app, and one in four said they had purchased based on an influencer recommendation. These findings reflect the survey’s respondents and specified period; they should not be generalized to all consumers or other time windows.
HubSpot’s survey of more than 1,700 global B2B and B2C marketers is described on its 2025 State of Marketing report page. The summary available for these findings does not provide full sampling and fieldwork details.
Personalization and the data-quality constraint
HubSpot’s 2025 summary reports that 86% of surveyed marketers said customers received a somewhat or very personalized experience. In that survey, 94% said offering personalization affected company sales, while 65% said they had high-quality data on their target demographic. These are marketer-reported perceptions; they do not show that personalization alone caused sales or establish the quality of any company’s data independently. The findings and HubSpot’s CRM and analytics context appear in its personalization statistics summary.
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Enterprise content team expectations
Content Marketing Institute’s 2025 enterprise content marketing research asked about expected team size. Among enterprise content marketers surveyed, 64% expected their team size to stay the same, 24% expected it to grow, 5% expected a decrease, and 7% were unsure. These are expectations reported for 2025, not observed staffing outcomes.
How to apply the findings to a marketing plan
- Start with your audience and objective. Decide whether the priority is discovery, engagement, lead generation, or conversion before selecting a format or platform.
- Choose a testable tactic. The survey findings can inform hypotheses—for example, testing short-form video or improving AI-use guidelines—but do not substitute for your own performance data.
- Set a measurement plan. Define the outcome, attribution window, and comparison you will use. A respondent’s reported ROI ranking is not a controlled estimate of what your campaign will earn.
- Check the data behind personalization. The gap between reported personalization and reported high-quality audience data underscores why data quality should be assessed alongside the experience being offered.
- Review governance as AI use grows. The enterprise findings show more respondents reporting both AI use and guidelines; organizations can consider documenting acceptable use, security, and data handling in line with their own obligations.
Sources and scope
The figures in this article are drawn from survey summaries published by HubSpot, HubSpot with Masters in Marketing, and Content Marketing Institute. They differ in audience, year-over-year basis, and question wording. Full methodology details—including exact fieldwork dates and sampling information—are not available for every figure in the cited summaries. The sources are vendor- and industry-research publications, so their results should be read as attributed survey findings rather than universal benchmarks.
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