The end of perfect: How being authentic, building in public and growing trust can help you get ahead
Following the release of iStock's recent 2025 trends report, senior VP of creative at Getty Images and iStock, Rebecca Swift, explores how being authentic can help brands get ahead in 2025.
Last year, marketers were given a masterclass in adaptability. Trust in social media eroded further, with a staggering 81% of consumers expressing concerns about misinformation, as revealed in iStock’s VisualGPS 2025 marketing trends report. The emergence of generative AI within marketing and advertising ignited debates, raising concerns about creativity, authenticity and transparency.
Through the turbulence, one constant emerged: building and maintaining trust is absolutely essential for marketers to succeed. As we move forward into 2025, trust will be the bedrock for effective visual marketing strategies and to forge genuine connections with audiences.
In the age of AI, the advantage lies not in chasing polished perfection, but in creating visuals that feel honest, relatable, and deeply relevant. Here are three trends small businesses can leverage to connect with their audiences and stand out in a more crowded market.
Traveler at the AI bus station waiting for the bus, the AI commute concept. Source: iStock
From User-Generated Content to Real-User Content
The genuine feel that made influencer content connect with people is fading. Our VisualGPS Insights research revealed that 67% of people believe traditional ads are “more authentic” than sponsored influencer posts. Even if a brand isn’t using influencers, this shift matters.
One reason for this shift is that consumers are tired of content that looks too perfect and want visuals that feel genuine and honest. A few years ago, User-Generated Content (UGC) – think selfies and vertical videos – was seen as the most real and authentic. But in 2025, we’re going to see a rise in what we are calling Real-User Content (RUC), a new concept that encourages businesses to move from “generated” content to images and videos that show “real.”
This will change how consumers engage with visual content, particularly on social media. While trust is waning, they still find it useful. Our VisualGPS Insights research found 82% of people use platforms like TikTok, Reels, and Shorts to learn or get inspired. In 2025, consumers will get smarter about their social media use, seeking out real content that provides genuine value, while avoiding the negative aspects.
This shift has also made video-driven social search more popular. Platforms like TikTok, Instagram and YouTube are no longer just for scrolling – they’ve become places to search and discover. Take #booktok for example, a hashtag that billions (71 billion to be exact) of individuals regularly search to find reviews and inspiration for their next read. Users are tagging content in a way that is discoverable not just via algorithm, but via search as these types of hashtag communities continue to grow. In 2025, to succeed, marketers need to speak directly to their audiences, an approach that will always be more effective than a flood of generic posts.
How consumers define authenticity
Everyone is talking about “authenticity”, but what does it really mean? In our VisualGPS Insights research, we discovered it boils down to being real, truthful, and original. And in 2025, it will be absolutely critical for building trust, with 98% of consumers saying authentic images and videos are important for earning trust.
But here’s the twist: authenticity is evolving. In 2025, it’s going to be all about radical honesty. People are tired of perfectly curated feeds. They crave the human element – the imperfections, the quirks, the realness. Sharing the raw moments, real customer stories, and the messy, behind-the-scenes part of running a business can create strong emotional connections.
Woman playing at outdoor basketball court in a public park. Source: iStock
The growing trend on LinkedIn of ‘building in public’ is a prime example of this. Founders are openly documenting the realities of building a business, from fundraising efforts to product updates to personal reflections on the emotional rollercoaster of entrepreneurship. This authenticity and openness has helped founders to raise awareness of their business and its missions and build genuine engagement, by creating a community around your brand.
In a world overflowing with polished content, honesty and embracing the human element will be a secret weapon for standing out from the crowd.
Balancing AI and transparency
Text-to-image generative AI is changing the game for businesses of all sizes. In 2025, we’ll start to move away from experimentation to actual implementation, with considerations on how to best combine the technological capabilities of AI with human creativity. Beyond creating images from scratch, AI should be thought of as a virtual studio that can be used to create flexible, cost-effective content. However, it still falls short when it comes to creating visuals that truly connect with people, on a deeply human level. While AI can assist with certain aspects of visual storytelling, the art of crafting truly impactful visual narratives remains uniquely human.
The brands that truly succeed won’t just keep up with AI; they’ll master the art of blending its cutting-edge capabilities with human creativity. Its success will hinge on transparent and ethical use, supported by tools that are commercially safe and legally backed. This is what their consumers want, with 74 per cent of consumers saying they are okay with AI-generated content if used ethically and 87 per cent if labelled correctly, as revealed in iStock’s survey.
As marketers set their goals and outline their strategies for the year ahead, the key to success will be in embracing trust-first strategies. By focusing on RUC, being radically honest, and using AI transparently, marketers can not only stay ahead of the curve but also lead the way in making trust the foundation of modern marketing.
Rebecca Swift is senior VP of creative at Getty Images and iStock
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How can a brand be ‘authentic’ when the image, TOV and personality is cultivated to an inch of its life?
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Interested in the population using tiktok “…billions (71 billion to be exact) of individuals..”, with only 8 billion individuals on earth?
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