What did 2025 teach us about winning modern policy fights? A lot.

#1 Vertical Video is Now the Default Format

Across industries, vertical video continued outperforming horizontal formats — especially on Meta and LinkedIn. Advocacy videos consistently saw 40–70% higher completion rates on vertical cut-downs versus traditional 16:9. If it didn’t fit a phone screen, it didn’t get watched.

#2 Authenticity > Perfection

People want truth, not gloss. In 2025, we saw a clear pattern across advocacy and political content...the more “real” something looked, the better it performed. As AI-generated visuals and synthetic spokespeople flooded feeds this year, audiences became hyper-attuned to what feels human. The rise of AI didn’t replace authenticity, it made it more essential.

#3 Agility Was a Competitive Advantage:

Policy fights moved faster this year than in 2023–24. Rapid-response graphics, instant social clips, and accelerated video timelines often defined whether campaigns shaped the conversation… or reacted to it.

#4 Paid Media Got More Expensive, But Smarter

Meta CPMs rose across advocacy verticals in 2025, but improvements in audience modeling, lookalike refinement, and retargeting logic meant campaigns could still drive results without overspending

#5 People Want to Be Part of Something Bigger:

From activist recruitment to event series to grassroots storytelling corners, 2025 showed that audiences engage more deeply when the work gives them identity: volunteer, advocate, parent, small business owner, student, worker, neighbor. Identity breeds participation, and participation drives wins.

If 2025 taught us anything, it’s that the fundamentals of winning public affairs campaigns are shifting. These trends aren’t just takeaways, they’re a roadmap. At Think Big, we’re building for that future by helping partners adapt quickly, communicate clearly, and mobilize the identities that turn supporters into participants. 2026 is shaping up to be a big year. Let’s make it count.