{"id":1017,"date":"2025-03-31T13:55:11","date_gmt":"2025-03-31T13:55:11","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2025\/03\/31\/how-tiktok-canva-other-top-marketing-teams-outperform-the-rest-new-data\/"},"modified":"2025-03-31T13:55:11","modified_gmt":"2025-03-31T13:55:11","slug":"how-tiktok-canva-other-top-marketing-teams-outperform-the-rest-new-data","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2025\/03\/31\/how-tiktok-canva-other-top-marketing-teams-outperform-the-rest-new-data\/","title":{"rendered":"How TikTok, Canva, & Other Top Marketing Teams Outperform the Rest [New Data]"},"content":{"rendered":"
\n \"how <\/a>\n<\/div>\n

Imagine trying to describe a giraffe to someone whose never seen one.<\/p>\n

Imagine trying to describe a giraffe to someone whose never seen one.<\/p>\n

Maybe I’d say something like this: \u201cWell, it has brown patches that look a little like puzzle pieces; a long, 6-foot-tall neck, and skinny legs.\u201d<\/p>\n

\"Download<\/a><\/p>\n

This description is close enough, sure, but it doesn’t quite capture the sensation of seeing one in real life.<\/p>\n

Which is how I feel about high-performing marketing teams: Hard to describe, but easy to spot.<\/p>\n

The best way to improve, in any sport or category, is by learning from the best. So I\u2018ve uncovered the seven surprising ways top-performing marketing teams are winning in 2025, based on HubSpot\u2019s 2025 State of Marketing report<\/a> \u2014 and why others are missing the mark.<\/p>\n

Plus, keep reading to hear from marketers at TikTok and Canva at how they incorporate these lessons into their own workflow.<\/p>\n

1. High-performing teams will focus on value-aligned brand content.<\/strong><\/h3>\n

In 2024, roughly 40% of marketers focused on their customer’s experience with their brand.<\/p>\n

This year, they’re doubling down on these efforts, with almost one-fourth of marketers investing in content that reflects their brand values<\/strong>.<\/p>\n

Why? Because we’ve seen younger audiences in particular prefer value-driven marketing \u2014 and many marketers are more interested than ever in reaching Gen Z and Millennial consumers.<\/p>\n

Consider Patagonia’s \u201cUnfashionable\u201d ad, which launched in April 2024. The video goes against typical marketing best practices by actively asking consumers to stop<\/em> buying so much clothing. The video doesn\u2018t promote a new product. Instead, it promotes Patagonia\u2019s values.<\/p>\n

I watched the video and found myself more drawn to Patagonia\u2018s products than before \u2013 because, in buying their clothing, I feel like I\u2019ll be investing in something meaningful.<\/p>\n

That’s the power of value-driven content.<\/p>\n

2. The best marketers are leaning into visual.<\/strong><\/h3>\n

TikTok. IG. Facebook Live. Webinars.<\/p>\n

Short-form video, images, and live-streaming videos were among the most commonly used formats in 2024.<\/p>\n

This shows no signs of slowing in 2025.<\/p>\n

Ahem, some quick stats: Almost 30% of marketers say short-form video<\/strong> is their most popular content format; and, when asked which format delivers the highest ROI, 21% said short-form video.<\/p>\n

Additionally, I was shocked to see that images outpaced interviews, blog posts, and live streaming videos for the most-popular formats marketers are using.<\/p>\n

(I mean, really. More than blog posts<\/em>? I’m biased, though. I know.)<\/p>\n

\"most<\/span><\/p>\n

But this makes sense. The majority of consumers spend a good portion of their time on social media \u2013 and social is, by and large, visual.<\/span><\/p>\n

I spoke with Nick O’Connor<\/a>, Monetization Product Partnerships at TikTok<\/a>. As he puts it, \u201cIn 2025, brands that embrace visual-first storytelling will win consumer attention and engagement. Short-form video, interactive formats, and dynamic creative optimization are essential.\u201d<\/p>\n

O’Connor adds: “At TikTok, we see brands driving impact by leaning into native storytelling, tapping into trends, and creating content that feels organic rather than overly polished<\/strong>. The key is to prioritize authenticity and creativity while leveraging AI-powered tools to scale production without sacrificing quality.”<\/p>\n

So good marketers will continue to lean into visual content in 2025. But they’ll also<\/em> invest in owned platforms (like a newsletter) to ensure they’re facilitating a space where they can continue to foster stronger relationships with prospects and leads.<\/p>\n

3. The highest-performing marketers will use AI.<\/strong><\/h3>\n

This one is surprising to absolutely no one, I presume.<\/p>\n

But it\u2018s still worth calling out: The highest-performing teams won\u2019t just occasionally dabble with conversational GPTs; they’ll fully integrate AI into their existing strategies, content, and processes.<\/p>\n

\u201cOne thing that\u2019s clear in this rapidly evolving AI-augmented era is that marketing teams that fully embrace AI\u2014the ones that think of AI not just as a tool but as an essential collaborator\u2014will outperform the teams that don\u2019t,” Indy Sen<\/a>, an Ecosystem Marketer at Canva<\/a>, told me.<\/p>\n

He adds, “AI, when implemented right, has the power to speed up workflows, shaving hours off your team\u2019s workload while keeping the talented humans you hired squarely in the loop<\/strong>.”<\/p>\n

AI should be overhauling how you create content, how you report on campaign performance, and even how you send emails. It should change your to-do lists, your career chats with your manager, and your company-wide presentations.<\/p>\n

In 2025, marketers plan to:<\/p>\n