The knowledge industry has been around for a long time and is changing at an accelerated pace.
What used to be found only in books has become more accessible with the internet.
Even though online content has become commoditized, solving problems has not.
Digital products that help people solve problems will never go out of style.
However, the way this content is delivered, powered, and promoted will continue to evolve.
If 2024 was the year when AI began finding real-life applications, 2025 will fast-track changes in the online learning industry.
Here are what we believe will be the biggest shifts:
Predictions for Online Course Creators
Prediction #1: SEO is dying
This may sound like a cliché, but this time, things are different.
People have been claiming that “SEO is dead” for at least 14 years. But if you rely on this organic channel to sell your digital products, you need to pay attention.
Google initially started grabbing content to display it as Featured Snippets at the top of search results.
Then, in 2024, Google went one step further by summarizing extensive information into Gemini AI summaries at the top of searches, taking even more clicks away from your site.
With tools like ChatGPT Search and Perplexity, more users are skipping the search bar altogether, opting for instant answers instead.
To keep your website’s SEO traffic afloat, you will need to optimize your content for AI search while diversifying your acquisition channels.
Prediction #2: Students will expect an AI-powered Knowledge Base
The prominence of AI also means even more content overload.
Students will expect an easy way to find exactly what they’re looking for within your course.
Whether through effective categorization or tools like Membership.io, you’ll need a simple search functionality to allow quick access.
This feature will significantly impact student engagement and repeat purchases.
For those running memberships with regular content updates, this will become even more crucial in reducing churn rates.
Prediction #3: Owned audience will be the most important thing
“Discoverability” platforms like Instagram, TikTok, and LinkedIn are becoming saturated.
As their algorithms grow increasingly selective, owning your audience becomes essential.
Email marketing will experience a resurgence, along with niche communities that ensure your message reaches your audience.
Predictions for Online Course Platforms
Prediction #1: Platforms will need to integrate AI features to survive
Beyond simple AI writing tools, major online course platforms have been slow to adopt AI innovations.
The next wave of features will likely include advanced AI tools, enabling creators to use them natively within platforms.
If this adoption lags, there may be opportunities for newcomers to challenge the industry leaders.
Already, AI chatbots are helping creators by acting as 24/7 assistants, answering student questions in their voice.
Prediction #2: AI Agents will compete with SaaS platforms
Microsoft CEO Satya Nadella has highlighted how AI Agents could disrupt traditional SaaS platforms.
For online course platforms, this means a significant shift. AI Agents make data layers more flexible and user-friendly, allowing non-technical users to accomplish tasks that previously required expert assistance.
Prediction #3: Community features will matter more than ever
In 2024, platforms like Skool demonstrated the value of placing community at the center of learning experiences.
This trend will continue to grow, as controlling how you reach your audience becomes increasingly critical.
Adding a community as a communication channel is a winning strategy.
Predictions for the eLearning Industry
Prediction #1: New tools will fragment the industry
AI technology is redefining how creators solve problems.
Traditional online courses, memberships, and coaching are just solutions to problems. However, AI tools that address knowledge gaps could fragment the industry further.
Prediction #2: AI search will impact course sales
The way users behave online will change significantly by 2025.
One major selling point of online courses is their structured content, which saves users time compared to researching online.
However, tools like ChatGPT and Perplexity already provide streamlined research experiences, potentially affecting brand awareness and top-of-funnel strategies.
Prediction #3: Niche winners will take it all
As general knowledge becomes more accessible, authority will gain importance.
Audiences may still choose your content if they value hearing from you specifically rather than an AI summary.
Building a strong relationship with your audience and establishing authority in your niche will be more crucial than ever.
By 2025, the market's perception of trusted knowledge sources will likely undergo a significant shift.
