One Year In: Five Trends That Shaped Our Year at Well Connected Brands
May 01, 2025
As we mark our first year as Well Connected Brands, we’re reflecting on a year filled with innovation, growth, and meaningful partnerships. Our mission is to build a community of brands that foster growth in people to live well and be well and this year has provided ample opportunities to do just that. Let’s dive into five significant trends that have influenced our strategies and shaped our business over the past year.
- Generative AI Expansion Demands a Smarter Approach
- Short-Form Video Dominates Social Media
- Authenticity In Influencer Marketing
- Integration of AI in Customer Service
- Growth of Community Centric Marketing
1. Generative AI Expansion Demands a Smarter Approach
The rise of generative AI tools like ChatGPT has reshaped marketing. Today, 73% of marketers use AI to streamline content creation, campaign ideation, and customer engagement. Yet only 34% of organizations have formal AI policies in place. This gap raises growing risks around data privacy, security, plagiarism, and intellectual property rights.
At Well Connected Brands, we embraced AI with purpose. We created an internal AI Council, led by Creative Services and Technology Director Kelsey Phillips, and developed a company-wide AI Policy embedded into our contracts and agreements.
“As generative AI becomes more embedded in our workflows, clear policies are essential. We are proactive about setting guardrails that protect privacy, uphold intellectual property rights, and ensure ethical, responsible use,” said Kelsey Phillips.
By establishing thoughtful frameworks, we provide space for responsible experimentation, faster project development, and elevated quality of work while maintaining the trust of our clients. To further support our leadership in this area, Kelsey Phillips completed the Piloting AI for Marketers Second Edition Certification through the Marketing Artificial Intelligence Institute and the Chief AI Officer Certification through ChiefAIOfficer.com.
2. Short-Form Video Dominates Social Media
Short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts have taken center stage in social media marketing, and LinkedIn is no exception. Over the past year, LinkedIn has seen a 36% increase in video content, with video posts generating five times more interaction than text or image posts. Marketers are increasingly investing in these formats for their strong engagement rates and impressive return on investment. Short-form videos, in particular, have proven highly effective at capturing attention and delivering brand messages quickly.
Reflecting this trend, Well Connected Brands has ramped up our production of short form videos. We helped direct and edit a series of videos for client, Therapedic, recognized as a top 10 mattress brand, at the Las Vegas Market in January. The videos captured authentic moments and stories from their licensees from around the globe. The first video in the series produced over 16,000 impressions, drastically up from the average 1,000 impressions per post pre-strategy.
“By focusing on authentic, story-driven content, we’re not only increasing impressions but deepening brand engagement in ways static content can’t always match,” said Michelle Komala VP of Marketing Strategy at Well Connected Brands.
3. Authenticity in Influencer Marketing
There’s been a notable shift towards long-term partnerships with micro and nano-influencers who offer authentic connections with niche audiences. This approach often results in higher engagement and trust compared to larger scale influencers or traditional celebrity endorsements.
Authenticity and connection have become cornerstones of a successful influencer campaign. We were able to bring this to life with retail shopping center client, Del Monte Shopping Center. Well Connected Brands orchestrated a strategic partnership between Del Monte Shopping Center and local influencer Ashley Sargent (@themontereybucketlist) to elevate brand awareness and drive engagement. The influencer, known for her strong community ties and authentic voice, was carefully vetted to ensure her audience aligned seamlessly with the shopping center’s target demographic.
The campaign highlighted Del Monte Center’s unique offerings, from curated stores to dining options through dynamic Instagram Stories and Collaborative Reels. These engaging Reels captured the vibrant atmosphere of the center, positioning it as the go-to spot for families. A special back-to-school social media giveaway added excitement, driving further interaction.
Paid social amplification on Instagram and Facebook ensured that the content reached a wider audience, maximizing impact through targeted promotions.
“With the influencer space more crowded than ever, audiences may tune out generic sponsored content. At Well Connected Brands, we focus on niche influencers who have real connections with their audience and align naturally with the brand. Our partnership with Ashley Sargent (@themontereybucketlist) is a great example, her family-friendly, relatable content led to nearly 80,000 video views and meaningful engagement for our client. As an agency, we’ve kept a strong pulse on social trends and look forward to building even more impactful partnerships in the year ahead,” said Chelsea Ragland, Social Media Supervisor.
4. Integration of AI in Customer Service
AI-powered chatbots and virtual assistants are enhancing customer service by providing instant, personalized responses. These tools improve customer satisfaction and free up human resources for more complex tasks. The integration of AI in customer service has streamlined operations and elevated the customer experience.
A great example of how we’re integrating AI into retail and eCommerce experiences is with our client Greenwell Farms, a producer of 100% Kona Coffee. We’ve helped launch an AI-powered SMS Concierge Service designed to make subscription management as simple as sending a text.
Instead of logging into an online portal, customers can now manage their Coffee Club subscriptions by texting with a smart chatbot that understands their preferences, order history, and behavior. The Concierge not only handles basic account functions but also makes personalized product recommendations based on what each customer likes, or doesn’t.
Even better, this service creates new opportunities for exclusive promotions targeted directly to Greenwell’s most loyal customers through the Coffee Club.
“AI-powered SMS Concierge gives Greenwell Farms’ Coffee Club a competitive edge, and a compelling reason for more customers to join,” said Aubrey Closson, Client Success Supervisor and Wellness Marketing Lead at Well Connected Brands.
5. Growth of Community-Centric Marketing
Building communities around brands has become essential. Engaging with audiences through forums, social media groups, and events fosters loyalty, strengthens emotional connections, and provides valuable feedback for continuous improvement. Community-centric marketing has proven effective in creating lasting relationships with audiences, not just selling products, but creating brand advocates.
Over the past year, Well Connected Brands played a key role in developing strategies that drove foot traffic, brand awareness, and engagement for our clients’ key events. A standout example is South Bay International, which maintained a strong presence at four major industry shows: Las Vegas Market (July 2024 and January 2025) and High Point Market (October 2024 and April 2025). Across these events, South Bay International’s presence was about fostering community engagement through immersive experiences and product innovation launches that directly responded to consumer needs.
Each show included:
Product Launches: South Bay introduced major new lines including the Sofinity™, EcoCore, AllureLuxe , and ActiveAlign mattress collections. These innovations were designed to meet growing consumer demand for wellness, sustainability, and versatility, key themes in today’s lifestyle-driven marketplace.
Custom Graphics and Messaging: Well Connected Brands helped shape the event experience with custom trade show graphics, signage, and marketing assets that emphasized South Bay’s wellness-driven mission and sustainable product innovation.
Showroom Debuts and Enhancements: At High Point Market, South Bay unveiled their first-ever dedicated showroom space, offering a curated, hospitality-driven experience complete with a branded coffee bar, lounge seating, and personalized tours.
Community Building Opportunities: By positioning their spaces not just as showrooms but as destinations, South Bay created an environment where retailers, industry leaders, and wellness advocates could connect, learn, and collaborate.
This strategy paid off in multiple ways: South Bay’s debut at High Point Market attracted new OEM partnership discussions, while at Las Vegas Market, the buzz around their wellness-oriented products like the Enfinity Lounger™ and HealthyAir Monitor established South Bay as an innovation leader within the sleep and wellness industries.
“By focusing on belonging and shared values, not just sales, South Bay’s brand evolved into a true wellness partner. It’s a strong reminder: in today’s market, brands that build community build long-term success.” said Michelle Komala, VP of Marketing Strategy.
Looking Ahead
The past year has reinforced and demonstrated the power of adaptability and the importance of staying attuned to emerging trends. At Well Connected Brands, we’re committed to leveraging these insights to drive innovation and deliver exceptional results for our clients.
I am so grateful for our clients, our team and our community that have provided the opportunity to live well, be well and do the work we love. Here’s to another year of growth, connection, and success.
Cheers!
Rochelle Reiter