iStock<\/strong>, a leading e-commerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, has released its 2025 Marketing Trends Report<\/strong>, packed with practical strategies to help businesses thrive in today\u2019s trust-driven marketplace.\u00a0<\/p>\n\n\n\n The report comes at a critical time when consumer trust in social media\u2014a key tool for small businesses\u2014is declining. According to iStock\u2019s VisualGPS<\/strong> research platform, 80% of consumers in the UK don\u2019t trust social media content<\/strong>, citing concerns over misinformation. However, trust in businesses remains high, with 63% of people favoring businesses over celebrities or influencers, or even politicians, and 59% preferring brands whose values align with their own.<\/strong> For small businesses, this is a powerful opportunity to leverage their local ties and authentic engagement to build stronger connections and outpace larger competitors.<\/p>\n\n\n\n Dr. Rebecca Swift, Senior Vice President of Creative for iStock,<\/strong> emphasizes the need for a bold shift:\u201cAs 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\u2013proving that it\u2019s not about looking perfect but about feeling real and relatable.\u201d<\/p>\n\n\n\n The genuine feel that made influencer content connect with people is disappearing. VisualGPS revealed, 71% of people in the UK believe traditional ads are more authentic than sponsored influencer posts<\/strong>. Even if you don\u2019t use influencers, this shift matters. People are tired of content that looks too perfect and want visuals that feel genuine and honest. A few years ago, User-Generated Content (UGC), like selfies and vertical videos, was seen as the most real and authentic. But in 2025, people expect more. This is where Real-User Content (RUC)<\/strong> comes in, a new concept from iStock experts which encourages businesses to move from “generated” content to images and videos that show \u201creal.\u201d <\/p>\n\n\n\n This change is affecting how people interact with visual content, especially on social media. Despite people\u2019s lack of trust, they still find these platforms valuable, 78% of users in the UK still go to places like TikTok, Instagram Reels, and YouTube Shorts for video content to learn something new or get inspiration<\/strong>. In other words, people want the benefits of social media, without the negative effects. This shift has also made video-driven social search more popular, where platforms focused on video are no longer just for scrolling \u2014they\u2019ve become places to search and discover. In 2025, to succeed, you need to speak directly to your audience, this approach will always be more effective than a flood of generic posts.<\/p>\n\n\n\n If you\u2019ve been paying attention to marketing trends, you\u2019ve probably seen the word \u201cauthenticity\u201d everywhere. But what does it truly mean? For consumers, it means being real, truthful, and original<\/strong>, according to VisualGPS research. And in 2025, it will still be key to building trust\u201497% of people in the UK say authentic images and videos are important for earning trust.<\/strong> However, authenticity is changing. In 2025, it\u2019s will be about radical honesty. People don\u2019t want perfect images\u2014they want to see what makes your business human, imperfections and all.<\/p>\n\n\n\n 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\u2014whether it’s showing how your processes work to teach your audience or admitting when things don\u2019t 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.<\/p>\n\n\n\nHere are iStock\u2019s key marketing trends to help SMBs build trust in 2025: <\/em><\/h2>\n\n\n\n
Real Talk: Less Influencer, More Real-User Content<\/strong><\/h4>\n\n\n\n
Honesty: The New Face of Authenticity<\/strong><\/h4>\n\n\n\n
The Next Frontier: Trust-Centric AI for Forward-Thinking Businesses<\/strong><\/h4>\n\n\n\n