According to Médiamétrie’s L’Année Internet 2025, mobile accounts for 80% of the time spent online in France. Your audiences therefore discover you first on a vertical screen, between two notifications. Formats, habits and rules are changing fast: here are the trends that matter today for rethinking your communication. According to the same Médiamétrie study, relayed by CB News, 76% of French people go online every day, for an average of 3h01 a day, overwhelmingly on mobile.
Authenticity as the driver of trust
👉 Also read: How storytelling is transforming brand communication
Consumers are increasingly sceptical of overly polished marketing speak. What are they looking for now? Human, sincere and vulnerable communication. Brands that own up to their mistakes, show the behind-the-scenes or share authentic stories create a strong emotional connection.
Creators embody this closeness. In France, the young news creator Hugo Travers (HugoDécrypte) reaches 22% of under-35s with content distributed mainly on YouTube and TikTok, according to the Reuters Institute’s Digital News Report 2025. The lesson holds for brands: a human, regular and educational voice builds attachment.
Example: “a day in the life of...” formats or employee testimonials work very well on TikTok and LinkedIn.
The reign of short, engaging video
Across all the markets studied by the Reuters Institute, the share of people who consume news as video on social media has risen from 52% in 2020 to 65% in 2025. Video is taking over everywhere, but its codes have changed:
- short formats that get straight to the point;
- dynamic editing;
- subtitles and a hook within the first seconds;
- a light, direct or educational tone.
TikTok, Reels (Instagram) and Shorts (YouTube) have redefined expectations. From now on, think of your content as snack content, while keeping your identity. In France, according to the Reuters Institute’s Digital News Report 2025 national page, weekly use of television for news fell by 4 points to 59%, in favour of social media driven by younger people on Instagram (+5 points), TikTok (+4 points) and YouTube (+3 points).
Artificial intelligence, a new creative lever
Generative AI is upending creative processes. Whether it is generating visuals, optimising copywriting or creating interactive experiences, artificial intelligence delivers time savings, finer personalisation and augmented creativity. According to Médiamétrie’s L’Année Internet 2025, presented by Siècle Digital, daily use of a conversational AI concerns 7.1 million internet users in France, a figure multiplied by 3.5 in a year.
But beware: AI is a tool, not an end in itself. The brands that get the most out of it are those that keep a human voice and a strategic vision.
It also comes with a legal framework. For your campaigns, know precisely which visuals, voices or videos are produced by AI, and label them clearly where required. As soon as you work with creators in France, also check the rules governing commercial influence.
The rise of conversational marketing
According to Médiamétrie’s L’Année Internet 2025, nearly 7 in 10 French people check their social networks and messaging apps every day. Internet users expect quick, personalised and interactive replies there. Smart chatbots, voice messages and interactive content (quizzes, polls, multiple-choice stories) foster real-time communication.
Conversation is becoming a conversion channel, but also a loyalty tool. The comments under your videos are part of it: replying to them, or even drawing new content from them, extends the exchange.
The rise of responsible communication
Today, consumers expect brands to take a stand. Companies are increasingly being called on to:
- commit to social or environmental causes;
- communicate inclusively;
- be consistent between what they say and what they do.
Transparency is no longer optional: it is a criterion for choice and loyalty. It also affects form: clearly indicating a paid partnership or AI-generated content is part of the trust contract with your audience.
Augmented reality and immersive content
Immersive technologies (AR/VR) offer unprecedented communication experiences: trying a product from your sofa, visiting a place remotely, or building a stronger emotional bond through immersive worlds.
These formats are still emerging but are gaining ground, particularly in luxury, events and training.
Conclusion
Communication today is in constant motion, shaped by digital habits, technological developments, social expectations and a more demanding regulatory framework. For a brand, the challenge is to adopt the right formats and dare to experiment, but above all to stay aligned with its values and its audience. By staying attuned to these trends and building a tailor-made strategy, brands can not only capture attention but also build real relationships.
Want to adapt your communication to current trends? At Esekai, we support you in creating vertical content that is innovative, human and high-performing: creative ads, UGC, TikTok and Reels.