Building trust is no longer optional for small businesses in today’s competitive marketplace. According to iStock’s 2025 Marketing Trends Report, consumer trust is at a crossroads. While skepticism toward social media content has grown, trust in businesses remains strong. This insight presents small companies with a unique opportunity to thrive.
Here’s how small businesses can leverage key insights from the report to succeed in 2025 by focusing on trust-first strategies.
Shifting Dynamics: Social Media vs. Business Credibility
Consumer trust in social media platforms has plummeted. According to iStock’s VisualGPS research, 81% of people expressed concerns over misinformation. Despite this, businesses still hold a significant edge. The report states that 64% of consumers trust companies more than celebrities, influencers, or politicians.
Furthermore, 58% of people prefer brands whose values align with theirs.
Dr. Rebecca Swift, Senior Vice President of Creative at iStock, highlights opportunities for small businesses. “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.”
From Influencers to Authentic Experiences
The era of influencer-driven content is fading. VisualGPS research reveals that 67% of consumers find traditional ads more authentic than sponsored influencer posts. This shift highlights the demand for genuine, relatable visuals.
Enter Real-User Content (RUC), a concept introduced by iStock’s experts. Unlike user-generated content, RUC emphasizes showcasing actual experiences through images and videos that feel “real” rather than “produced.
Although trust in social media is dwindling, 82% of users still turn to platforms like TikTok, Instagram Reels, and YouTube Shorts to learn something new or seek inspiration. To capitalize on this trend, businesses must prioritize quality over quantity. Authentic, direct communication with the audience outperforms generic posts every time.
Radical Honesty: A New Standard for Authenticity
Authenticity has been a marketing buzzword for years, but in 2025, it’s evolving into radical honesty. According to VisualGPS, 98% of consumers say authentic visuals are crucial for building trust.
Dr. Swift explains the importance of transparency. “It’s not about looking perfect but about feeling real and relatable.” This approach means showing behind-the-scenes processes, sharing customer stories, and embracing imperfections.
For example, showcasing raw moments or admitting to challenges can create emotional connections with your audience. Humor can also be a powerful tool when used carefully. You can turn everyday interactions into memorable experiences. Radical honesty will make your brand stand out in a world where overly polished content is the norm.
Ethical AI: The Future of Marketing Innovation
Generative AI is becoming an essential tool for businesses. However, ethical use is critical to maintaining trust. According to the report, 86% of consumers believe AI-generated ads should be clearly labeled, and 74% are comfortable with AI content – as long as it’s used transparently.
Businesses can leverage AI responsibly by:
- Using tools like iStock’s AI generator to create customizable, royalty-free visuals.
- Incorporating customer-provided references to build personalized content libraries.
- Clearly labeling AI-generated content to ensure transparency.
AI should empower rather than mislead. Using tools that provide commercially safe AI images with legal protection builds trust and demonstrates leadership in ethical practices.
By positioning AI as a tool for innovation rather than deception, businesses can align with consumer expectations and create resonant content.
Building a Trust-First Marketing Strategy
As 2025 approaches, small businesses have an opportunity to lead with trust. By embracing Real-User Content, practicing radical honesty, and utilizing AI transparently, companies can strengthen connections with their audiences and set themselves apart in a trust-driven market.
For more insights and tools to elevate your visual marketing strategy, visit iStock’s website.
