The Growing Importance of Local: Marketing Predictions for 2025 (Part 1 of 3)

Welcome to the first installment in our three-part series on SOCi’s 2025 marketing predictions. With 83% of marketers already preparing for the year ahead, understanding the trends defining 2025 is essential to staying competitive.

Shoppers today are increasingly favoring local businesses and non-branded searches, seeking convenience and relevance over brand familiarity. This shift signals a major change for marketers as consumers prioritize proximity and accessibility over well-known names.

As search engines like Google continue to expand tools that connect consumers to nearby businesses, and AI brings new levels of precision to search responses, the local landscape is evolving quickly. AI-driven search now enables consumers to ask highly specific questions and receive tailored, nuanced answers, placing fresh demands on brands to deliver locally relevant content.

In this post, we’ll explore two foundational predictions for 2025: brands that adopt local strategies will gain a competitive edge, and the rise in non-branded searches will present both opportunities and challenges in local markets.

The Rising Necessity for a Strong Local Presence

As we move into 2025, a well-rounded local presence across search, social, and reputation management platforms is expected to be a defining factor for brand success.

SOCi’s 2024 Local Visibility Index (LVI) shows that brands with optimized local profiles are 138% more likely to achieve top rankings, higher star ratings, and greater engagement rates — boosting customer trust, foot traffic, and ultimately, revenue growth. Brands that invest in local channels stand out, capturing a larger share of market opportunities and outpacing competitors who overlook the advantages of local optimization.

Despite these benefits, many national brands currently underutilize localized marketing, missing substantial revenue potential and failing to connect meaningfully with local audiences. Smaller, regional brands, on the other hand, excel by focusing on community relevance and aligning with local needs, fostering stronger engagement and loyalty. We believe that 2025 will present an opportunity for brands large and small to embrace local channels.

Example: Ace Hardware

Ace Hardware is a standout example of a larger brand that deploys localized marketing at scale. Store operators cater to community preferences with products that appeal to local tastes, keeping regulars, like neighborhood soccer moms, engaged with fresh, relevant selections. Online, Ace puts in the time to make sure its digital profiles are as informative and engaging as its in-store experiences. 

This community-focused approach has enabled Ace Hardware to build strong local connections and, ultimately, outperform big-box competitors like Home Depot by emphasizing local engagement over broad, generic appeal.

Key Strategies for Succeeding in Local Channels

Brands can apply the following strategies to strengthen their community presence and build meaningful local connections on digital platforms:

• Optimize Local Listings: Each location’s profile should be complete and accurate on platforms like Google and Yelp, using location-specific keywords and detailed information. SOCi’s Genius platform simplifies the management of these listings across multiple locations, saving time and supporting consistency.
• Link Social Profiles to Google Business Profiles: Integrating social profiles with Google Business Profiles enhances credibility and discoverability, amplifying visibility across both social and search channels to engage more customers.
• Review Management: Actively managing reviews by monitoring and responding promptly helps build trust and demonstrates attentiveness to customer feedback. SOCi’s Genius Reviews platform supports this by automating review responses, making reputation management seamless.

Community-Focused Content: Sharing community-centered content positions brands as active supporters of local consumers and their needs. Highlighting local events, sharing customer stories, or offering location-specific promotions fosters local trust and loyalty.

Why This Matters for 2025

Consumers increasingly expect brands — even national ones — to feel locally relevant, which fosters trust and loyalty and leads to sustained engagement and retention. 

In an environment where localized content and relevance matter most, brands that adopt a local-first approach hold a distinct competitive advantage. SOCi’s Genius platform streamlines and scales these efforts, helping brands maintain strong connections with local audiences efficiently and effectively.

The Decline in Brand Loyalty and Shift in Search Behavior

Brand loyalty continues to wane, especially among younger consumers. Over half of Gen Z reports feeling less loyal to brands since the pandemic, and more than a third of U.S. consumers now prioritize convenience and relevance over brand recognition. 

This shift has fueled a surge in non-branded searches like “coffee shop near me” or “best fitness classes nearby.” AI-powered search accelerates this trend, guiding consumers toward highly specific, need-based solutions, making relevance—rather than brand name—the key to visibility in search results.

Opportunities and Challenges of Non-Branded Searches

Local and regional brands are gaining traction by optimizing for non-branded search demand, capturing local traffic and connecting with consumers seeking nearby, accessible options. Their adaptability to local preferences gives them a distinct edge in local markets. SOCi’s Genius platform supports these efforts with automation tools that help brands capture non-branded search traffic and maintain relevance, for instance by optimizing primary and secondary categories in Google Business Profiles.

For larger brands traditionally focused on brand recognition, this shift brings both opportunities and challenges. Capturing non-branded search traffic requires prioritizing local SEO and adopting a local-first approach. SOCi’s Genius platform aids in streamlining local SEO across multiple locations, helping brands remain visible and relevant in non-branded search results.

Strategies to Capture Non-Branded Search Traffic

Adopt a Local-First Mindset

Success in today’s search landscape means moving beyond brand-specific keywords and focusing on localized search terms. Practical actions include:

• Using location-specific phrases like “open late,” “family-friendly,” or “sustainable options” to meet diverse consumer needs.
• Creating location-specific landing pages with details unique to each community.
• Promoting primary and secondary lines of business.
• Reinforcing the features that differentiate your business from the local competition.

Invest in Local SEO

Optimizing for local search is essential for capturing non-branded traffic. Key steps include:

• Integrating local keywords into local landing page content, helping each business location rank for relevant search terms.
• Implementing structured data in business profiles to boost search visibility. 

SOCi’s platform automates these processes, allowing brands to manage local SEO efficiently and at scale.

Prioritize Relevance Over Recognition

As consumers increasingly seek brands that address their specific needs, relevance becomes essential. Brands can meet this expectation by:

• Highlighting locally relevant services, such as curbside pickup or extended hours, and tailoring offerings to match each community’s preferences.

Why This Matters for 2025

With the growth of non-branded searches, relevance in local SEO efforts becomes the bridge to reaching a wider audience and strengthening local market presence. This approach builds resilience and cultivates customer loyalty, positioning brands for sustainable growth. SOCi’s Genius platform offers the tools to manage and scale these local-first strategies, supporting visibility and engagement across all locations.

Building a Local-First Strategy for 2025

Looking ahead to 2025, brands that prioritize local channels through optimized profiles, active social engagement, and effective reputation management will gain a strong competitive edge. With non-branded searches on the rise, focusing on relevance and aligning with community needs will be essential for capturing and engaging audiences who value convenience and trust over brand loyalty.

These trends highlight the growing importance of a local-first approach in today’s shifting consumer landscape. Investing in local connections allows marketers to build trust, drive meaningful engagement, and support sustained growth as consumer preferences evolve. 

SOCi’s Genius Platform, equipped with AI-driven tools, empowers brands to streamline and scale their local marketing efforts across multiple locations. From enhancing visibility to driving engagement and strengthening customer loyalty, SOCi’s solutions offer brands the tools they need to stay ahead in 2025.

Join us for Part 2, where we’ll explore the convergence of search and social media and how brands can adapt as these channels become increasingly interconnected. In the meantime, start strengthening your local marketing with SOCi’s Genius Platform and position your brand for success in the year ahead.