Marketing Trend: Consumers Prefer Relatability via @sejournal, @martinibuster

A caller iStock 2025 Marketing Trends study finds declining user spot successful societal media and influencers, emphasizing the value of relatability implicit perfection for marketers and businesses.

Trust For Marketing Success

The iStock study finds that 81% of consumers don’t spot contented connected societal media. Nevertheless they inactive spot ocular platforms similar TikTok and Instagram Reels for find and inspiration. In presumption of influence, 64% of consumers spot businesses implicit celebrities and influencers, peculiarly brands that align with their values (58%).

Authenticity And Real-User Content (RUC)

iStock’s information shows that user cognition of influencer “realness” has declined, with 67% of radical trusting accepted advertizing implicit sponsored influencer posts. iStock is recommending what it calls Real-User Content (RUC), images and videos that task realness. Video contented was highlighted by iStock arsenic a beardown inclination that consumers should see arsenic much consumers crook to video contented for learning and inspiration.

iStock recommends that marketers absorption connected being “real, truthful, and original” arsenic the cardinal to gathering trust. While authenticity is important, iStock is emphasizing offering existent stories and being relatable arsenic opposed to contented that reflects virtually unattainable perfection.

They write:

“This alteration is affecting however radical interact with ocular content, particularly connected societal media. Despite people’s deficiency of trust, they inactive find these platforms valuable, 82% of users inactive spell to places similar TikTok, Instagram Reels, and YouTube Shorts for video contented to larn thing caller oregon get inspiration. In different words, radical privation the benefits of societal media, without the antagonistic effects. This displacement has besides made video-driven societal hunt much popular, wherever platforms focused connected video are nary longer conscionable for scrolling —they’ve go places to hunt and discover. In 2025, to succeed, you request to talk straight to your audience, this attack volition ever beryllium much effectual than a flood of generic posts.”

The study recommends extremist honesty by showing the institution successful ways that see imperfect moments. iStock’s 2025 Marketing Trends study shows an attack to connecting with consumers successful a mode that reflects qualities of realness that radical are looking for successful the contented they consume.

Read iStock’s report:

Crack the Code connected Trust: 2025 Marketing Insights for Small Businesses

Featured Image by Shutterstock/HAKINMHAN

SEJ STAFF Roger Montti Owner - Martinibuster.com astatine Martinibuster.com

I person 25 years hands-on acquisition successful SEO, evolving on with the hunt engines by keeping up with the latest ...