
Remember When Lagos Went Wild Over “E Choke”?
It was 2021, and one phrase had taken over Nigerian pop culture E choke! What started as a casual expression by Davido quickly became a viral sensation. Brands, influencers, and even corporate executives jumped on the trend, using it in their marketing, social media, and PR campaigns. Why? Because it was an opportunity to stay relevant, engage with audiences, and build visibility.
Fast forward to today, and PR strategies have evolved dramatically. The days of relying solely on press releases and traditional media placements are long gone. Now, brands must integrate digital tools, data-driven storytelling, and immersive experiences to stay ahead.
So, what are the emerging PR trends and tools that will help brands maximize visibility and stay relevant in 2025?
User-Generated Content is Reshaping PR Strategies
Brands that encourage user-generated content (UGC) are seeing higher engagement rates than those that rely solely on brand-produced materials. In 2023, Lagos-based fashion brand 2207 by TBally leveraged UGC to amplify their reach during Detty December. Customers who bought outfits from their collection posted TikTok videos of their holiday looks, tagging the brand. Instead of running an expensive ad campaign, 2207 by TBally simply reposted these videos, turning their customers into influencers.
This organic strategy helped them gain more followers, attract new customers, and establish themselves as one of the go-to brands for luxury urban fashion in Nigeria. UGC campaigns like this not only reduce marketing costs but also create trust, as people are more likely to buy from brands that real customers vouch for.
Immersive PR Campaigns Are Grabbing Attention
Traditional PR campaigns are no longer enough to hold audience attention. Brands are now using immersive experiences like augmented reality (AR), virtual reality (VR), and interactive digital storytelling. In 2024, LandWey, a Nigerian real estate company, introduced a virtual tour campaign where potential buyers could explore new properties using their smartphones. Instead of just telling customers about their new luxury estate, LandWey allowed them to experience it firsthand.
This approach drove engagement, generated media buzz, and positioned LandWey as an innovative leader in real estate. Brands that embrace immersive storytelling are setting themselves apart from competitors who still rely on traditional PR methods.
Audio-First PR is Building Stronger Brand Connections
The rise of podcasts, Twitter Spaces, and LinkedIn Audio Events has given brands a new way to engage with audiences. Nigerian financial institution PiggyVest launched The Smart Money Tribe Podcast, where they discuss personal finance, investment strategies, and wealth-building tips. Instead of pushing direct ads, they use this platform to build credibility and position themselves as thought leaders in the fintech space.
Similarly, Clubhouse sessions and Twitter Spaces have allowed brands to engage in real-time conversations with their audiences. These platforms give brands a voice, quite literally, and allow them to establish authority in their industry.
Influencer-Led PR is Going Beyond Paid Partnerships
The old model of influencer marketing, paying a celebrity to promote a product has evolved. Successful brands are now co-creating campaigns with influencers rather than just using them as mouthpieces. When Blaqbonez was promoting his album Sex Over Love, he didn’t just post about it; he created a whole narrative. He staged a public breakup and generated conversations online, making people invested in the storyline.
Similarly, tech brand OPPO Nigeria worked with lifestyle influencers to create engaging storytelling around their Reno smartphone series. Instead of just showing product specs, influencers created short skits and real-life scenarios showcasing the phone’s capabilities. The campaign felt organic, drove conversations, and increased brand credibility.
Newsjacking is Keeping Brands Relevant
Brands that react quickly to viral moments gain an edge in PR. When Tems wore a bold, structured gown to the 2023 Oscars, social media buzzed about it for days. Nigerian brands like Veekee James and Medlin Boss jumped on the trend, posting creative reimaginings of the look and using the moment to showcase their designs.
Similarly, when Wizkid’s Made in Lagos became a global sensation, brands tied their campaigns to Afrobeats, Nigeria’s music culture, and even launched limited-edition products inspired by the movement. Real-time PR like this allows brands to remain part of the conversation and increase visibility without spending millions on ads.
Why These Trends Matter for PR Success
- User-generated content builds trust and authenticity. Customers are more likely to engage with brands that showcase real experiences rather than overly polished ads.
- Audio-first strategies deepen audience connections. Podcasts and live audio chats allow brands to build authority and engage directly with their audience.
- Influencer-led PR feels more authentic. Co-creating campaigns with influencers rather than just paying for promotions results in better audience engagement.
- Purpose-driven PR strengthens brand loyalty. Consumers prefer brands that align with their values and support social causes.
- Newsjacking keeps brands top of mind. Reacting to viral moments in real time helps brands stay relevant without spending on massive ad campaigns.
PR in 2025 isn’t just about visibility; it’s about impact. Brands that embrace these PR trends for brand visibility will not only dominate conversations but also create lasting relationships with their audiences. From AI-driven PR to influencer collaborations and immersive campaigns, the brands that stay ahead are the ones willing to innovate.
The landscape is shifting fast, and staying relevant requires more than just keeping up—it demands proactive engagement, strategic storytelling, and leveraging the right tools. Those who take advantage of these emerging trends won’t just be seen; they’ll be remembered.
Are you ready to take your PR strategy to the next level? The future is now.