iStock's 2025 Marketing Trends Report suggests strategies for small businesses to build trust through authentic content and ethical AI.

Quiver AI Summary

iStock has unveiled its 2025 Marketing Trends Report, offering essential strategies for small and medium-sized businesses in a landscape where consumer trust in social media is declining. With research indicating that 81% of consumers do not trust social media content, iStock emphasizes the importance of authentic and relatable visual content, encouraging businesses to shift towards Real-User Content that resonates with audiences. The report highlights the significance of radical honesty in marketing and the effective use of AI in a transparent manner to build trust. By focusing on creating genuine connections through real stories and honest experiences, businesses can enhance their credibility and distinguish themselves from competitors. Overall, embracing trust-first strategies is positioned as the path for SMBs to thrive in 2025.

Potential Positives

• The release of the 2025 Marketing Trends Report positions iStock as a leader in guiding SMBs and SMEs through the challenges of a trust-driven marketplace, showcasing their commitment to supporting these businesses.
• The report's findings highlight a significant shift in consumer preference towards authenticity and real-user content, creating new opportunities for small businesses to connect with their audiences effectively.
• iStock's emphasis on the importance of trust-centric strategies aligns with growing consumer expectations, further enhancing its reputation as a valuable resource for modern marketers.
• The introduction of innovative AI tools, such as iStock's AI generator, demonstrates the company's commitment to providing accessible and ethical technological solutions that can empower businesses in their visual marketing efforts.

Potential Negatives

• The press release highlights a significant decline in consumer trust in social media, which could be detrimental to iStock's relevance as a provider of visual content that relies on these platforms for engagement.
• The need for a "bold shift" towards authenticity reflects a growing consumer skepticism towards polished content, which may suggest that iStock's previous strategies are becoming outdated.
• The emphasis on the necessity for radical honesty in marketing indicates that businesses may need to overhaul their practices, which can be resource-intensive and may impact short-term performance.

FAQ

What are the key findings of the 2025 Marketing Trends Report?

The report emphasizes the importance of trust, authentic visuals, and Real-User Content for businesses in 2025.

How can small businesses build trust with customers?

Small businesses can build trust by showcasing real stories, being honest about their processes, and engaging authentically with their audience.

What is Real-User Content (RUC)?

RUC focuses on genuine visuals that represent real users, moving away from overly polished influencer content.

Why is authenticity crucial for marketing in 2025?

Authenticity fosters trust; 98% of people say authentic content is vital for earning their trust in brands.

How can AI be used ethically in marketing?

AI should be transparent, ethically produced, and labeled clearly to empower marketing, not mislead consumers.

Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.

$GETY Insider Trading Activity

$GETY insiders have traded $GETY stock on the open market 39 times in the past 6 months. Of those trades, 0 have been purchases and 39 have been sales.

Here's a breakdown of recent trading of $GETY stock by insiders over the last 6 months:

• DAINE MARC WESTON (Senior VP, Ecommerce) has traded it 4 times. They made 0 purchases and 4 sales, selling 14,505 shares.
• CHRIS HOEL (Chief Accounting Officer) has traded it 2 times. They made 0 purchases and 2 sales, selling 1,109 shares.
• CHO MIKAEL (Senior Vice President) has traded it 6 times. They made 0 purchases and 6 sales, selling 18,360 shares.
• BERMAN GROUP LLC NEUBERGER sold 4,100,000 shares.
• CHINH CHU has traded it 6 times. They made 0 purchases and 6 sales, selling 157,266 shares.
• NATHANIEL GANDERT (Chief Technology Officer) has traded it 2 times. They made 0 purchases and 2 sales, selling 8,295 shares.
• ELIZABETH ANNE VAUGHAN (Chief People Officer) has traded it 2 times. They made 0 purchases and 2 sales, selling 5,188 shares.
• CRAIG WARREN PETERS (Chief Executive Officer) has traded it 2 times. They made 0 purchases and 2 sales, selling 65,147 shares.
• KJELTI WILKES KELLOUGH (General Counsel) has traded it 2 times. They made 0 purchases and 2 sales, selling 16,343 shares.
• PETER ORLOWSKY (Senior Vice President) has traded it 2 times. They made 0 purchases and 2 sales, selling 8,580 shares.
• GENE FOCA (Chief Marketing Officer) has traded it 2 times. They made 0 purchases and 2 sales, selling 12,276 shares.
• GRANT FARHALL (Chief Product Officer) has traded it 2 times. They made 0 purchases and 2 sales, selling 16,343 shares.
• MICHAEL TEASTER (Chief of Staff) has traded it 2 times. They made 0 purchases and 2 sales, selling 2,599 shares.
• KENNETH ARRIGO MAINARDIS (Senior Vice President) has traded it 2 times. They made 0 purchases and 2 sales, selling 12,131 shares.
• JENNIFER LEYDEN (Chief Financial Officer) has traded it 2 times. They made 0 purchases and 2 sales, selling 24,552 shares.

To track insider transactions, check out Quiver Quantitative's insider trading dashboard.

$GETY Hedge Fund Activity

We have seen 49 institutional investors add shares of $GETY stock to their portfolio, and 43 decrease their positions in their most recent quarter.

Here are some of the largest recent moves:

• LAIRD NORTON WETHERBY TRUST COMPANY, LLC added 3,912,540 shares (+402.6%) to their portfolio in Q3 2024
• NORTHERN TRUST CORP added 578,034 shares (+502.4%) to their portfolio in Q3 2024
• BLACKROCK, INC. added 531,794 shares (+9.8%) to their portfolio in Q3 2024
• STATE STREET CORP added 466,521 shares (+46.3%) to their portfolio in Q3 2024
• EULAV ASSET MANAGEMENT removed 460,000 shares (-100.0%) from their portfolio in Q2 2024
• TD WATERHOUSE CANADA INC. added 289,343 shares (+inf%) to their portfolio in Q3 2024
• FIRST TRUST ADVISORS LP added 168,118 shares (+176.6%) to their portfolio in Q3 2024

To track hedge funds' stock portfolios, check out Quiver Quantitative's institutional holdings dashboard.

Full Release

NEW YORK, Dec. 17, 2024 (GLOBE NEWSWIRE) --

iStock

, a leading e-commerce platform providing premium content to SMBs, SMEs, creatives, and students everywhere, has released its

2025 Marketing Trends Report

, packed with practical strategies to help businesses thrive in today's trust-driven marketplace.

The report comes at a critical time when consumer trust in social media—a key tool for small businesses—is declining. According to iStock's

VisualGPS

research platform,

81% of consumers don't trust social media content

, citing concerns over misinformation. However, trust in businesses remains high,

with 64% of people favoring businesses over celebrities or influencers, or even politicians, and 58% preferring brands whose values align with their own.

For small businesses, this is a powerful opportunity to leverage their local ties and authentic engagement to build stronger connections and outpace larger competitors.

Dr. Rebecca Swift, Senior Vice President of Creative for iStock,

emphasizes the need for a bold shift: "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–proving that it's not about looking perfect but about feeling real and relatable."

Here are iStock's key marketing trends to help SMBs build trust in 2025:

Real Talk: Less Influencer, More Real-User Content

The genuine feel that made influencer content connect with people is disappearing. VisualGPS revealed,

67% of people believe traditional ads are more authentic than sponsored influencer posts

. Even if you don't 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)

comes in, a new concept from iStock experts which encourages businesses to move from "generated" content to images and videos that show "real."

This change is affecting how people interact with visual content, especially on social media. Despite people's lack of trust, they still find these platforms valuable,

82% of users still go to places like TikTok, Instagram Reels, and YouTube Shorts for video content to learn something new or get inspiration

. 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 —they've 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.

Honesty: The New Face of Authenticity

If you've been paying attention to marketing trends, you've probably seen the word "authenticity" everywhere. But what does it truly mean? For consumers, it means being

real, truthful, and original

, according to VisualGPS research. And in 2025, it will still be key to building trust—

98% of people say authentic images and videos are important for earning trust.

However, authenticity is changing. In 2025, it's will be about radical honesty. People don't want perfect images—they want to see what makes your business human, imperfections and all.

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—whether it's showing how your processes work to teach your audience or admitting when things don't 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.

The Next Frontier: Trust-Centric AI for Forward-Thinking Businesses

Text-to-image Generative AI is a powerful tool for businesses of all sizes. However, in 2025, its successful use will depend on being transparent. While consumers are open to AI-generated ads,

86% believe it should be clearly labeled, and 74% are okay with AI-generated content




IF




used ethically.

This means using AI to empower, not to mislead. Also, as ethical AI becomes the standard, using tools that offer commercially safe AI images with legal protection—just like any other royalty-free image—not only gives you peace of mind but also positions your business as a leader in responsible AI use, aligning with the values your audience expect.

On top of that, beyond creating images from scratch think of AI as a virtual studio that helps your team create flexible, cost-effective content. AI tools like

iStock's AI generator

, allow businesses to not only generate custom images from creative prompts but also modify visuals, remove or change elements, and expand canvases to fit specific formats—all without needing expensive software or design skills. This tool even lets businesses upload reference images and product photos to build a personalized library of assets, making it quicker and easier to align visuals with your business needs, pace, and budget.

As 2025 approaches, the key to success for SMBs is embracing trust-first strategies. By focusing on Real-User Content, being radically honest, and using AI transparently, small businesses can not only stay ahead of the curve but also lead the way in making trust the foundation of modern marketing.

To inspire and elevate your visual marketing strategy ahead of 2025 with related imagery and videos, visit







.

Media contact:


Ilse Noguez



ilse.noguez@gettyimages.com

Photos accompanying this announcement are available at: