Building Trust in 2025: Insights for Small Businesses

In a time where consumer trust is more important than ever, iStock’s 2025 Marketing Trends Report offers invaluable strategies for small and medium-sized businesses (SMBs) to thrive by prioritizing authenticity, transparency, and trust. Released at a time when skepticism toward social media content is at an all-time high, this report highlights the opportunities for SMBs to create meaningful connections with their audiences by leveraging trust-centric marketing approaches.

According to iStock’s VisualGPS research, 81% of consumers distrust social media content, citing concerns over misinformation. Additionally, 64% trust businesses more than celebrities, influencers, or politicians, and 58% gravitate toward brands whose values align with their own. These findings highlight the potential for SMBs to leverage their authenticity and local connections to build trust and outshine larger competitors. Per Dr. Rebecca Swift, Senior Vice President of Creative for iStock:

“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.”

Here’s a look at the report’s key findings:

The value of real-user content:

Influencer content used to feel genuine, but now, 67% of people now view traditional ads as more authentic than sponsored influencer posts. This has prompted a shift toward Real-User Content (RUC)—a concept created by iStock that emphasizes visuals showcasing real people and experiences over curated imagery.

Despite people losing their trust in social media, platforms like TikTok, Instagram Reels, and YouTube Shorts remain popular, with 82% of users turning to these spaces for learning and inspiration. Here, SMBs can stand out by creating relatable, engaging content tailored to their audiences, helping to create a stronger emotional connection.

Honesty as the new face of authenticity:

“Authentic” was Merriam-Webster’s word of the year in 2023, and it continues to be a buzzword going into 2025. Now, it takes the form of radical honesty. According to VisualGPS, 98% of people consider authentic images and videos vital for earning trust. For businesses, this means embracing imperfections, sharing behind-the-scenes moments, and telling genuine customer stories.

While it may not feel natural to show the messy, sometimes funny, reality of business operations, businesses can create deeper emotional connections with their audiences by doing so. By prioritizing honesty over perfection, SMBs can differentiate themselves in a crowded market dominated by overly curated content.

Trust-centric AI:

Generative AI is revolutionizing content creation, but its success relies on transparency. While 86% of consumers support AI-generated content when clearly labeled, 74% approve only if used ethically. Businesses that choose to adopt AI tools can streamline content creation while maintaining trust by labeling AI-driven visuals and adhering to ethical practices.

AI tools not only create images from scratch but also enable modifications, element removal, and format adjustments—all without requiring advanced design skills or expensive software. By utilizing these tools when needed, businesses can produce cost-effective visuals aligned with their values and audience interests.

As we enter the new year, businesses like yours have a unique opportunity to redefine marketing by prioritizing trust. By embracing real, authentic content and leveraging AI tools responsibly, SMBs can strengthen their connections with users, foster relationships, and position themselves as leaders in the industry.

At Bennington Brookstone, our team has our finger on the pulse of what’s trending in social media and beyond. We’re here to help you navigate the dynamic world of digital marketing. Call, DM, or email us at sbellem@bbrookstone.com to get started!