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iStock’s 2025 Marketing Trends: Trust, Transparency, and AI for SMBs

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iStock’s 2025 Marketing Trends: Trust, Transparency, and AI for SMBs

iStock’s 2025 Marketing Trends: Trust, Transparency, and AI for SMBs

GlobeNewswire

Published on : Dec 19, 2024

iStock, a leading e-commerce platform for premium content, has released its 2025 Marketing Trends Report, offering SMBs actionable insights to thrive in a trust-driven marketplace. The report comes at a crucial time when consumer trust in social media is on the decline, but businesses still enjoy strong trust levels.

  • Declining Trust in Social Media, Rising Trust in Businesses

    • According to iStock’s VisualGPS research, 81% of consumers distrust social media content, primarily due to misinformation.
    • In contrast, 64% of consumers trust businesses more than celebrities, influencers, or politicians, presenting an opportunity for SMBs to build authentic relationships.
  • Real Talk: The Shift to Real-User Content (RUC)

    • Traditional influencer content is losing authenticity, with 67% of consumers finding traditional ads more authentic than influencer posts.
    • The trend is moving from User-Generated Content (UGC) to Real-User Content (RUC), where businesses create visuals that feel human and relatable, offering a more genuine and honest representation of their brand.
  • Honesty: A New Form of Authenticity

    • Authenticity is evolving into radical honesty, where businesses embrace imperfections, share raw moments, and showcase behind-the-scenes content to build emotional connections.
    • 98% of consumers find authentic images and videos essential for earning trust, and businesses are encouraged to use humor and honesty to stand out from polished, overly curated content.
  • The Role of AI in Building Trust

    • AI, particularly text-to-image Generative AI, is transforming content creation. However, for businesses to maintain consumer trust in 2025, AI-generated content should be transparent and ethically used.
    • Transparency is key, as 86% of consumers believe AI content should be labeled, and 74% support AI-generated content when used responsibly.
    • iStock’s AI generator allows businesses to create customizable, cost-effective visuals, helping them align images with their brand needs while ensuring ethical AI usage.

The 2025 marketing landscape for SMBs is defined by trust and transparency. By embracing Real-User Content, being radically honest, and using AI ethically, businesses can build deeper, lasting connections with their audiences. Trust-first strategies will be essential for SMBs aiming to lead in an increasingly authentic, consumer-driven marketplace.