Figma Just Redefined Design (Again): Top Config 2025 Updates Marketers Need to Know

If you're involved in digital marketing, design, or product development, you know Figma has become an indispensable tool for collaborative design. Each year, the design community eagerly awaits Figma's Config conference for the latest innovations, and Config 2025 (around May 7-8, 2025) did not disappoint. Figma unveiled a suite of powerful new features and even entirely new products that signal a major expansion of its platform, aiming to become an end-to-end solution for creative teams.

For marketing agencies like Surf Savvy and the businesses we partner with, these updates aren't just for designers – they have significant implications for how we create, collaborate, and launch campaigns. Let's dive into the highlights and what they mean for you.

1. Figma Sites: From Design Canvas to Live Website, Instantly

One of the biggest announcements was Figma Sites, a new tool that allows users to design, build, and publish fully responsive websites directly from Figma, often with no code required.

• What it offers: Think templates, drag-and-drop sections, responsive breakpoints, built-in interactions, and direct publishing, with CMS capabilities planned for the future.

• Why marketers should care: This is a game-changer for speed and agility. Imagine creating dedicated landing pages for new campaigns, event microsites, or even simple portfolio sites in record time, all within the familiar Figma environment. This reduces reliance on developer handoffs for simpler web projects and empowers marketing teams to iterate faster. Keywords like "Figma website builder," "no-code web design," and "Figma Sites for landing pages" will be crucial here.

From design canvas to live website in a single click. Figma Sites makes web publishing remarkably agile, clean, and flexible – a true game changer.

2. Figma Make: AI-Powered Prototyping and App Creation

Figma is leaning heavily into AI with Figma Make, a feature that can turn text prompts, existing designs, or even screenshots into functional, interactive prototypes and web applications.

• What it offers: Powered by models like Claude 3.7, Make can generate code, wire up logic, and allow for quick iteration on app flows and user experiences.

• Why marketers should care: This tool can dramatically accelerate the process of visualizing and testing user journeys for marketing funnels, creating interactive mockups for ad campaigns, or quickly validating concepts for new digital products or features. "AI prototyping tools," "Figma AI features," and "prompt-to-prototype Figma" are key phrases.

3. Figma Draw: Unleashing In-App Illustration Power

For too long, creating complex vector illustrations meant switching to external tools. Figma Draw brings advanced vector editing and illustration capabilities directly into Figma..

• What it offers: Features include custom brushes, pattern fills, text on a path, shape builder tools, dynamic strokes, and texture effects, rivalling dedicated illustration software.

• Why marketers should care: This empowers teams to create unique brand assets, custom social media graphics, engaging blog visuals, and distinctive ad creatives without leaving Figma. It streamlines the workflow for "Figma vector illustration," "custom brand graphics," and "marketing illustrations."

4. Figma Buzz: Streamlining Branded Content for Marketing Teams at Scale

Addressing the needs of marketing teams directly, Figma introduced Figma Buzz, a content automation tool designed for creating on-brand assets efficiently and at scale.

• What it offers: Buzz allows users to generate multiple design variations from templates by merging them with spreadsheet data. It also includes AI-assisted image editing, background removal, and options to lock down brand elements to ensure consistency.

• Why marketers should care: This is huge for performance marketing, social media campaigns requiring localization or A/B testing, and any scenario needing rapid, consistent asset generation. Think "Figma content automation," "marketing asset generation," "scalable brand templates," and its potential as a "Figma Canva alternative" for certain use cases. The introduction of a new, more affordable "Content" seat for users primarily accessing tools like Buzz further democratizes design.

5. Enhanced Layouts with Grid & AI Woven Throughout

Beyond the new products, Figma also rolled out significant improvements to its core platform:

• Grid (Adaptive Grids / Grid Auto Layout): This new option within Auto Layout provides much more sophisticated control over two-dimensional layouts (rows and columns), making it easier to design complex, responsive interfaces like dashboards or bento grids. This means designs translate more cleanly to code, especially with CSS grid export in Dev Mode.

• AI Everywhere: AI isn't just in Figma Make; it's being integrated more broadly to assist with tasks like auto-suggesting text, inline image editing, and generally speeding up workflows across Figma Design, FigJam, Slides, Sites, and Buzz.

What These Figma Updates Mean for Your Marketing Strategy

The overarching message from Figma Config 2025 is clear: Figma is evolving from a design tool into a comprehensive creative platform. For marketers and businesses, this translates to:

• Increased Speed & Agility: The ability to go from idea to design to live website or interactive prototype much faster.

• Empowerment for Marketing Teams: Tools like Buzz and Sites can empower marketers to create and publish more content with greater autonomy, while maintaining brand consistency.

• Enhanced Collaboration: Keeping more of the workflow (illustration, web publishing, scaled content creation) within one platform can streamline collaboration between designers, marketers, and even developers.

• New Skill Considerations: Marketers who understand the capabilities of these new Figma tools will be better equipped to strategize and collaborate effectively.

The Future of Creation is Integrated

The latest updates from Figma underscore a trend towards more integrated, AI-augmented, and collaborative creative workflows. As a marketing agency, Surf Savvy is excited by the potential these tools offer to create more impactful campaigns and digital experiences for our clients. Staying ahead of the curve with tools like Figma is no longer just a design concern – it's a business imperative.

Have questions about how the latest design tools can revolutionize your brand? Connect with us!

If you enjoyed this blog and want to learn more about other marketing solutions, check out our blog on “End-to-end Marketing Solutions.”