Tabletop Team Trend Report 2025
Now that we've wrapped up a successful 2024, the Tabletop Media Group team is reflecting on last year’s most memorable marketing campaigns. From creative content strategies to impactful partnerships, it’s been a busy and exciting year helping our clients grow and shine! But we’re not just looking back—our team is always keeping a pulse on what’s next. We’re sharing our favorite marketing campaigns from 2024 and highlighting the emerging trends we’re excited to explore in the new year. Whether it’s new approaches to social media or evolving storytelling techniques, we’re ready to dive into 2025 with fresh ideas and bold creativity!
Anna - Social Media Manager
Favorite Campaigns/Projects from 2024: As an NC State alum, it goes without question that one of my favorite campaigns in 2024 was creating social content for Howling Cow Ice Cream during NC State's men's basketball Cinderella run during March Madness! We leaned into the hype with audio bite from Coach Keatts, announced free ice cream on campus to celebrate big wins, and even teamed up with rising star forward DJ Burns to spotlight NC’s dairy industry alongside the NC Department of Ag. Go Pack!
2025 Trends: In 2025, I predict we'll start to see more & more businesses, brands, and influencers step off the trend treadmill. Instead of hopping on every trending audio or mimicking the same rotation of captions & content ideas, we're seeing a shift toward hyper-intentional, authentic content. I've loved seeing the rise of reels using raw-audio only, de-influencing initiatives, and EGC that showcases a brand’s unique personality or perspective. It’s a reminder that people crave meaningful, timely connections — and when brands lean into that instead of the echo chamber of trends, it’s a win for everyone.
Julia - Social Media Manager
Favorite Campaigns/Projects from 2024: It was a year of exciting projects, but two in particular left a lasting impression on me. The first was Kanki's Shrimp Olympic reel, an absolute blast from start to finish. From capturing the content to crafting it into something hysterical, scheduling the post, and watching the reel take off. My second favorite highlight came from HL Catering with two standout reels from an event at a local venue. The first featured a nostalgic rosé push pop, tying in summer traditions and fun, while the second celebrated National Caviar Day and a shout out to the caviar company. That reel crushed it as HL Catering's most successful ever, with record-breaking views, likes, and comments!
2025 Trends: The one thing I love about this industry is its ever-changing trends! In 2025, I’m excited to see how influencers and user-generated content continue to shape audience behaviors. There’s something so powerful about the way UGC creates a sense of trust and connection between brands and their followers. I’m also excited about the idea of pushing more brand authenticity! It's evident that people want to engage with real, behind-the-scenes, relatable content, not just polished perfection.
Danielle - Social Media & Digital Content Manager
Favorite Campaigns/Projects from 2024: One of my favorite campaigns from 2024 was the Friday Faces of NC Peanuts: Meet the Farmers series. This initiative shined a spotlight on the hardworking peanut farmers of North Carolina, connecting the community with the people behind one of their favorite crops. What made this campaign so special?
It was the audience participation! Followers were invited to nominate their favorite NC peanut farmers, making the campaign not just about storytelling but also about community recognition. Each Friday, a new farmer’s story was shared, offering a glimpse into their lives and passion for peanut farming.
Another favorite campaign of mine was Asali's 12 Days of Desserts! This engaging and festive promotion was filled with mystery, deliciousness, and holiday cheer. Each day, followers on social media were treated to a clever riddle hinting at the day’s featured dessert.
The campaign encouraged customers to visit the shop, grab the featured dessert, and collect a stamp on their holiday dessert card. Those who completed all 12 days earned a chance to win a special holiday raffle!
2025 Trends: This year, I’m anticipating a stronger focus on smaller, niche communities. Social media is no longer just about broadcasting; it’s about connecting on a deeper level. Whether through private groups, exclusive memberships, or platforms, I’m excited to see brands and creators prioritizing tight-knit communities. From niche Facebook groups to Instagram “close friends” circles, the emphasis on meaningful engagement is growing—and I can’t wait to see how this trend unfolds.
Allie - PR Manager
Favorite Campaigns/Projects from 2024: A couple of my favorite PR projects this year were coordinating the grand opening for Postino WineCafe in Village District, putting together a beautiful media kit for our client Erik Martella Wines, and not only promoting, but entering Sassool's annual Hummus Mix Off. One of my favorite social media campaigns was creating a 12 Wines of Christmas roundup for North Carolina Wines at the end of the year!
2025 Trends: Trends I'm eyeing for restaurants & businesses this year are more authenticity through behind the scenes content and highlighting your team members! People want to connect with the brands that they're following and the restaurants they visit ... and please no more QR codes, let's bring paper menus back! ;)
Quinn - Vice President
Favorite Campaigns/Projects from 2024: Our team is SO creative and there are so many amazing campaigns that make me smile from 2024! To name a few: Asali's 12 Days of Desserts, Howling Cow's and Kanki's Olympics Reels, Helping with the Grand Opening of Postino Wine Cafe, Village District's 75th Anniversary celebrations, and sooo many trendy reels our social media team created!
2025 Trends: I love that nostalgia is having such a moment in marketing. Especially as a 90s baby, it's been good for my soul to see things resurface from the past like Taco's Bells 90s menu, McDonald's bringing back the SnackWrap, and even Netflix introducing more shows based in the 90s.
Lewis - Creative Director
Favorite Campaigns/Projects from 2024: Picking favorites is a tall order! Our team amazes me on a daily basis. I've particularly enjoyed seeing the synergy of projects and campaigns for clients that utilize the trifecta of our PR, social, and ads services.
2025 Trends: The one constant in social media seems to be change, and I hope its landscape leans into lifting people up, with a focus on community, representation, and genuine connection. In my personal feed, I've loved seeing celebrities and influencers increasingly embrace the messier parts of life and navigate social media with a sense of humor. I think we'll continue to see more of that, along with a rise in messaging that empowers and informs.
Kristen - CEO & Founder
Favorite Campaigns/Projects from 2024: This is so tough! It truly is hard to pick just one. One campaign that is top of my mind is from the holiday season. I really loved the Asali 12 Days of Christmas Campaign that our team member Danielle put together. During this campaign, the video content she put together for our bakery client really shined! We even had a Reel go viral the incorportated the behind-the-scences aspect of making one of Asali's holiday desserts. Who doesn't love sweet treats and seeing how they are made?
2025 Trends: I'm really curious to see how AI is going to continue to grow in 2025! I'm starting to see the rise of AI influencers! Blows my mind. It's going to be interesting to see how people continue to embrace AI to create content and even whole personas. I'm looking forward to diving in even more into AI this year. Also, short-form video is going to continue to dominate social media feeds and I know the Tabletop Team is ready to hit the ground running in creating even more engaging content for our clients.