Crack the Code on Trust: 2025 Marketing Insights for Small Businesses
iStock has released its 2025 Marketing Trends Report, highlighting strategies for businesses in a trust-driven marketplace. Key findings show that 81% of consumers distrust social media content, while 64% trust businesses over celebrities or influencers. The report identifies three major trends:
1. Real-User Content (RUC) is replacing traditional influencer marketing, with 67% of people finding traditional ads more authentic than sponsored influencer posts.
2. Radical honesty is becoming crucial, with 98% of consumers valuing authentic images and videos for building trust.
3. Trust-centric AI usage is growing, with 86% of consumers supporting AI-generated content when properly labeled and 74% accepting it when used ethically.
iStock ha rilasciato il suo Rapporto sulle Tendenze di Marketing 2025, evidenziando strategie per le aziende in un mercato basato sulla fiducia. I risultati principali mostrano che l'81% dei consumatori non si fida dei contenuti sui social media, mentre il 64% si fida di più delle aziende rispetto a celebrità o influencer. Il rapporto identifica tre tendenze principali:
1. Content creato da utenti reali (RUC) sta sostituendo il tradizionale marketing di influencer, con il 67% delle persone che trova gli annunci tradizionali più autentici rispetto ai post sponsorizzati degli influencer.
2. La trasparenza radicale sta diventando cruciale, con il 98% dei consumatori che valorizza immagini e video autentici per costruire fiducia.
3. L'uso di AI incentrata sulla fiducia sta crescendo, con l'86% dei consumatori che supporta i contenuti generati dall'AI quando etichettati correttamente e il 74% che li accetta quando utilizzati eticamente.
iStock ha lanzado su Informe de Tendencias de Marketing 2025, destacando estrategias para empresas en un mercado impulsado por la confianza. Los hallazgos clave muestran que el 81% de los consumidores desconfían del contenido en redes sociales, mientras que el 64% confía más en las empresas que en celebridades o influencers. El informe identifica tres tendencias principales:
1. Contenido de Usuarios Reales (RUC) está reemplazando el marketing tradicional de influencers, con el 67% de las personas considerando los anuncios tradicionales más auténticos que las publicaciones patrocinadas de influencers.
2. La honestidad radical se está volviendo crucial, con el 98% de los consumidores valorando imágenes y videos auténticos para construir confianza.
3. El uso de IA centrada en la confianza está en aumento, con el 86% de los consumidores apoyando el contenido generado por IA cuando está debidamente etiquetado y el 74% aceptándolo cuando se utiliza éticamente.
iStock은 2025 마케팅 트렌드 보고서를 발표하며 신뢰 중심의 시장에서 기업을 위한 전략을 강조했습니다. 주요 발견 사항은 소비자의 81%가 소셜 미디어 콘텐츠를 신뢰하지 않는다는 것이며, 64%는 유명인사나 인플루언서보다 기업을 더 신뢰한다는 것입니다. 이 보고서는 세 가지 주요 트렌드를 식별합니다:
1. 실제 사용자 콘텐츠 (RUC)가 전통적인 인플루언서 마케팅을 대체하고 있으며, 67%의 사람들이 전통 광고가 후원된 인플루언서 게시물보다 더 진정하다고 생각합니다.
2. 근본적인 정직성이 중요해지고 있으며, 98%의 소비자가 신뢰 구축을 위해 진정한 이미지와 비디오를 중시합니다.
3. 신뢰 중심의 AI 사용이 증가하고 있으며, 86%의 소비자가 제대로 라벨이 붙여진 AI 생성 콘텐츠를 지지하고, 74%는 윤리적으로 사용될 경우 수용하고 있습니다.
iStock a publié son Rapport sur les Tendances Marketing 2025, mettant en lumière des stratégies pour les entreprises dans un marché axé sur la confiance. Les résultats clés montrent que 81% des consommateurs se méfient du contenu des réseaux sociaux, tandis que 64% font plus confiance aux entreprises qu'aux célébrités ou influenceurs. Le rapport identifie trois tendances majeures :
1. Contenu d’Utilisateurs Réels (RUC) remplace le marketing traditionnel par influenceurs, avec 67% des personnes trouvant les annonces traditionnelles plus authentiques que les publications sponsorisées par des influenceurs.
2. La honnêteté radicale devient cruciale, avec 98% des consommateurs valorisant les images et vidéos authentiques pour instaurer la confiance.
3. L'utilisation de l'IA axée sur la confiance croît, avec 86% des consommateurs soutenant le contenu généré par l’IA lorsqu’il est correctement étiqueté et 74% l’acceptant lorsqu'il est utilisé de manière éthique.
iStock hat seinen Bericht über Marketingtrends 2025 veröffentlicht, der Strategien für Unternehmen in einem vertrauensbasierten Markt hervorhebt. Wichtige Ergebnisse zeigen, dass 81% der Verbraucher den Inhalten in sozialen Medien misstrauen, während 64% Unternehmen mehr vertrauen als Prominenten oder Influencern. Der Bericht identifiziert drei wichtige Trends:
1. Echt-Nutzer-Inhalte (RUC) ersetzen traditionelles Influencer-Marketing, wobei 67% der Menschen traditionelle Werbung authentischer als gesponserte Influencer-Posts empfinden.
2. Radikale Ehrlichkeit wird entscheidend, da 98% der Verbraucher authentische Bilder und Videos zur Vertrauensbildung schätzen.
3. Der Einsatz von vertrauenszentrierter KI wächst, wobei 86% der Verbraucher KI-generierte Inhalte unterstützen, wenn diese richtig gekennzeichnet sind, und 74% sie akzeptieren, wenn sie ethisch verwendet werden.
- Strong consumer trust in businesses (64%) compared to celebrities and influencers
- High consumer acceptance of AI-generated content (74%) when used ethically
- 82% of users still engage with video content on social platforms for learning and inspiration
- 81% of consumers don't trust social media content
- Declining effectiveness of influencer marketing
- Requirement for AI content labeling adds complexity to marketing efforts
NEW YORK, Dec. 17, 2024 (GLOBE NEWSWIRE) -- iStock, a leading e-commerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, has released its 2025 Marketing Trends Report, packed with practical strategies to help businesses thrive in today’s trust-driven marketplace.
The report comes at a critical time when consumer trust in social media—a key tool for small businesses—is declining. According to iStock’s VisualGPS research platform,
Dr. Rebecca Swift, Senior Vice President of Creative for iStock, emphasizes the need for a bold shift: “As we enter 2025, trust will define success, and visual content will be a critical tool in forging genuine connections with audiences. For small businesses, the advantage lies not in chasing polished perfection but in creating visuals that feel human, honest, and deeply relevant. By telling real stories and reflecting diverse experiences, small businesses can establish deep, lasting trust with their audiences–proving that it’s not about looking perfect but about feeling real and relatable.”
Here are iStock’s key marketing trends to help SMBs build trust in 2025:
Real Talk: Less Influencer, More Real-User Content
The genuine feel that made influencer content connect with people is disappearing. VisualGPS revealed,
This change is affecting how people interact with visual content, especially on social media. Despite people’s lack of trust, they still find these platforms valuable,
Honesty: The New Face of Authenticity
If you’ve been paying attention to marketing trends, you’ve probably seen the word “authenticity” everywhere. But what does it truly mean? For consumers, it means being real, truthful, and original, according to VisualGPS research. And in 2025, it will still be key to building trust—
Sharing raw moments, real customer stories, and the messy, behind-the-scenes parts of running a business can create strong emotional connections. Being honest is important—whether it's showing how your processes work to teach your audience or admitting when things don’t go as planned. Even humor, when used carefully, can turn simple interactions into memorable moments. In a world full of overly polished content, honesty will help your brand stand out.
The Next Frontier: Trust-Centric AI for Forward-Thinking Businesses
Text-to-image Generative AI is a powerful tool for businesses of all sizes. However, in 2025, its successful use will depend on being transparent. While consumers are open to AI-generated ads,
On top of that, beyond creating images from scratch think of AI as a virtual studio that helps your team create flexible, cost-effective content. AI tools like iStock’s AI generator, allow businesses to not only generate custom images from creative prompts but also modify visuals, remove or change elements, and expand canvases to fit specific formats—all without needing expensive software or design skills. This tool even lets businesses upload reference images and product photos to build a personalized library of assets, making it quicker and easier to align visuals with your business needs, pace, and budget.
As 2025 approaches, the key to success for SMBs is embracing trust-first strategies. By focusing on Real-User Content, being radically honest, and using AI transparently, small businesses can not only stay ahead of the curve but also lead the way in making trust the foundation of modern marketing.
To inspire and elevate your visual marketing strategy ahead of 2025 with related imagery and videos, visit https://www.istockphoto.com/.
Media contact:
Ilse Noguez
ilse.noguez@gettyimages.com
Photos accompanying this announcement are available at:
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FAQ
What are the key marketing trends for small businesses in 2025 according to iStock?
How many consumers trust businesses over celebrities and influencers in 2025?
What percentage of consumers want AI-generated content to be labeled in 2025?
What is Real-User Content (RUC) and how does it differ from UGC?
What percentage of people still use social media platforms for video content in 2025?
