Employee Advocacy Predictions for 2025

Employee advocacy is no longer a nice to have. It’s a powerful driver of business growth.  

In fact, 70% of employees are more likely to share company content when equipped with the right tools and training. (Source: Smarp). Our experience working with customers and partners shows five key predictions that will shape employee advocacy programs in 2025. 

Read on for practical insights to help you transform your employees into brand ambassadors.  

1. Businesses will increasingly adopt a data-led approach to their employee advocacy.  

Organisations will increasingly use analytics to identify opportunities, customise training, and measure the success of their employee advocacy programs. 

The Social Media Maturity Model helps businesses categorise employees based on their social media activity, from Inactives, who rarely use platforms like LinkedIn, to Influencers, who create content and engage with their networks regularly. 

This model is a guide to tailoring training programs according to employees’ current skills and potential for growth. For instance: 

• Thought Leaders and Influencers are well-positioned to drive awareness and credibility through insightful content. 

• Broadcasters and Collaborators benefit from training that encourages consistent sharing and interaction. 

At Tribal Impact, we map employee progress using this model and provide customised training that helps employees build their skills step by step. This approach allows businesses to expand their advocacy programs while focusing on measurable outcomes like engagement and lead generation. 

Data-led approach to employee advocacy 

2. Video Skills as a Priority for Employee Content Creation

91% of businesses are using video as a marketing tool and for 87%, video has increased sales, according to Wyzowl. Video content continues to attract higher engagement and fosters trust and connection with audiences.  

In 2025, teaching employees how to create effective video content should be a central part of your advocacy program. 

Training should include: 

• Storytelling Techniques: Helping employees create relatable and engaging narratives. 

• Basic Editing Skills: Providing tools and guidance for producing polished videos without professional equipment. 

Videos created by employees add a personal touch to a brand’s online presence, helping businesses connect with their audiences on a deeper level. 

Top Tip: The optimal video length is between 30 and 60 seconds, followed by 1-2 minute videos. We interviewed Rob Glass, who worked for the BBC who shared his top tips for creating impact. Read more.  

3. Scaling Social Media Training Beyond the Pilot

Our social media learning platform supports this effort by offering programs that: 

• Help employees craft personal brands that align with the company’s messaging. 

• Provide strategies for creating authentic, engaging content. 

• Maintain consistent messaging across teams and departments. 

Scaling social media training ensures employees across the business are empowered to contribute, helping advocacy programs achieve their full potential. 

Find out more.  

4. Guiding Employees in Balancing AI and Human Input

AI is reshaping employee advocacy, but businesses must ensure it enhances, not replaces, human connection. Striking this balance is key to building authentic and effective programs. 

Here are essential tips for integrating AI responsibly: 

• Train Employees: Offer clear guidance on using AI tools responsibly. 

• Keep it Human: Encourage employees to include personal stories and unique insights. 

• Add Value: Use AI to create content that informs, engages, and resonates. 

• Avoid Over-Automation: Don’t let AI overshadow personal connection and creativity. 

• Sacrifice Quality for Speed: Focus on meaningful content, not just output volume. 

Read more about how to use AI as a co-pilot in employee advocacy.  

5. Employee Advocacy Starts from the Inside Out

Employees who feel connected, informed, and valued are far more likely to represent the brand authentically. 

Why Internal Engagement Matters 

• According to the IC Index 2024: The Trust Issue, 74% of organisational leaders understand the importance of internal communication to business outcomes. 

• Engaged employees are more optimistic and loyal, with optimism driving advocacy and social media engagement (Edelman Trust at Work Report). 

How to Build Internal Advocacy 

• Use platforms like Viva Engage to build digital communities for open communication and knowledge-sharing. 

• Mix social and professional discussions to create an inclusive and connected environment. 

• Encourage leaders to join conversations, not just broadcast messages. 

• Transparent and authentic leadership fosters trust and makes employees feel heard. 

• Tools like Viva Engage offer insights into participation and sentiment, helping organizations identify areas for improvement. 

• Measure engagement to align internal efforts with external advocacy goals. 

Practical Takeaways 

• Start small: Build engagement with pilot groups before scaling. 

• Encourage leaders to participate actively in internal platforms. 
• Use analytics to track progress and refine your strategy. 

Building internal engagement is just one part of creating strong employee advocates. Check out our blog for more insights from our guest interview with Viva Engage expert James Tyer: 5 Reasons Unified Internal and External Communications are Essential for Strong Employer Branding. 

Conclusion 

As we move into 2025, employee advocacy programs will continue to grow in importance. By using analytics, scaling training efforts, and balancing AI with human creativity, businesses can empower their employees to become confident brand ambassadors. 

At Tribal Impact, we help businesses build advocacy programs tailored to their needs. If you’re ready to get started or want to take your program to the next level, reach out to us today!