2025 – Be in trend! 🤙🏻

2025 is shaking things up across industries, and advertising and affiliate marketing are no exception. To stay ahead and keep earning, it’s crucial to keep up with the latest trends, shifts, and challenges — and we’re here to break it all down for you!

Discover how traffic sources are evolving, which GEOs and nutra niches are set to thrive, and what strategies will drive the biggest profits this year.

Meta Updates

New policies and government pressure in the US are already reshaping the biggest social networks. For Meta platforms like Facebook and Instagram, this has resulted in changes to content moderation rules.

On January 7, Facebook co-founder Mark Zuckerberg announced that Meta will completely abandon independent fact-checking, shifting the responsibility for content analysis to users — similar to the approach used by X. He also criticized fact-checking teams, stating they had become politicized and misused their power.

Overall, Meta seems to be moving towards relaxing moderation and partially stepping back from censorship. In practice, this could simplify launching ad campaigns in the beauty and health niches and offer more flexibility in creative approaches. 

Zuckerberg revealed that these updates are expected to roll out “within a few months,” starting with the US market. Stay tuned and keep an eye on this evolving trend! 

TikTok 

On January 19, TikTok experienced a whirlwind day in the US, going from being officially blocked to unblocked within hours. The platform now has 75 days to finalize a deal, transferring 50% of its US operations to a local business.

Just 10 days prior, TikTok faced significant disruptions across multiple GEOs. Webmasters encountered issues like blocked link publishing, shadow bans, stricter content moderation, and increased scrutiny of registration and login details.

As of now, TikTok has relaxed its policies, making promotion easier, but this appears to be a temporary move. Once the deal progresses, the platform is likely to tighten moderation again, cracking down on suspicious traffic to boost its stats and maximize the value of its assets.

For TikTok webmasters, this means major turbulence in the next 2-3 months. Start warming up your accounts now or explore alternative platforms. Some users have already migrated to Instagram Reels due to TikTok’s issues, and X is rolling out its own short video feed. Stay prepared!

Google’s Fight against AI-Generated Content

SEO is becoming more complex and costly every year, and 2025 is no exception. Over the past year, Google has rolled out numerous updates targeting spam content, link manipulation, and other gray-hat promotion techniques.

One major trend is Google’s crackdown on AI-generated content. As of early 2025, its algorithms are highly effective at identifying AI-generated articles, text snippets, and media files. For successful optimization, it’s now more important than ever to create content manually with a focus on quality.

Interestingly, while fighting generative content, Google is also incorporating AI into its search engine. This shift could reduce search volumes, as AI-powered responses increasingly capture traffic that would otherwise go to traditional search results.

For SEO professionals, this means preparing for higher advertising costs as competition in ad auctions intensifies. Neural networks are still valuable tools, but they’re now used more for optimizing workflows — like analytics, keyword research, and ideation — rather than for outright generating content.

Key GEOs and Nutra Subverticals for 2025

• Hungary — Weight management, men’s health, blood sugar/glucose regulation, high blood pressure, and liver health products. The target audience is broad, ranging from 25 to 44 years old. Hungary is one of the weakest countries in Europe in terms of healthcare, making Nutra offers particularly appealing.
• Romania — Men’s health, blood sugar/glucose regulation, vitamins, and skin rejuvenation products are in high demand. Most purchases come from users in Bucharest, the central region, and northwestern areas. Organic dietary supplements are becoming increasingly popular.
• Czech Republic — Weight management, high blood pressure, men’s health, and skin rejuvenation. Older demographics and health-conscious audiences are key, with women being the most profitable segment in both cases.
• Mexico —  Weight management, men’s health, eye health, and fungal skin infection treatments. The primary audience is men and women aged 25-44 in Mexico City. 

Creative Trends

• In Tier 1 markets, native and transparent approaches are becoming increasingly popular. Sophisticated and well-informed audiences are less likely to trust overly emotional stories from pre-landings. Instead, they gravitate toward offers with straightforward, honest marketing. Focus on showcasing the product clearly in your ads. Highlight its effectiveness, ingredients, and certifications to build trust and credibility.
• For developing GEOs, classic approaches like expert endorsements or news-style creatives work well. These strategies consistently deliver reliable results across most countries.

White-Hat Nutra Trend

Top media buyers in the beauty and health vertical are reporting increased profitability with white-hat nutra offers. These offers allow for direct approaches that highlight product benefits, minimize the risk of ad account blocks, and enable work with agency accounts — unlocking entirely new scaling opportunities for affiliates.

We highly recommend testing white native approaches with Everad offers. Reach out to our managers — they’ll help you select the most relevant offers for Europe and Latin America!