Marketing Trend : Consumers Prefer Relatability

Consumers are turning away from social media and towards visual platforms for discovery and inspiration.

71% of consumers prefer to discover new products and services through visual content.

The Decline of Social Media Trust

The 2025 Marketing Trends report highlights a significant shift in consumer behavior, where trust in social media and influencers is declining. This trend is not surprising, given the increasing awareness of the potential for misinformation and manipulation on these platforms. As a result, consumers are becoming more cautious and skeptical of the content they consume online.

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The Rise of Visual Platforms

However, the report also reveals that consumers are still drawn to visual platforms like TikTok and Instagram Reels for discovery and inspiration. This suggests that consumers are looking for authentic and trustworthy visual experiences that can help them make informed purchasing decisions.

Key Findings

81% of consumers don’t trust content on social media

71% of consumers prefer to discover new products and services through visual content

55% of consumers are more likely to engage with brands that use high-quality visuals

45% of consumers are more likely to trust a brand that uses authentic and transparent visuals

The Importance of Authenticity

Authenticity is key to building trust with consumers. Brands that use high-quality visuals and authentic storytelling can help establish credibility and build a loyal customer base.

Video content is becoming the primary way users search for information online.

Users are increasingly using these platforms to search for video content, with 71% of users saying they use these platforms to search for videos.

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The Rise of Video-Driven Social Search

The shift towards video-driven social search has been driven by the increasing popularity of video content on platforms like TikTok, Instagram Reels, and YouTube Shorts. These platforms have made video content more accessible and convenient for users, allowing them to easily discover and engage with video content on the go.

This includes authenticity, transparency, and a willingness to take risks.

The Rise of Authenticity in Marketing

In recent years, consumers have become increasingly discerning about the brands they support. As a result, marketers have had to adapt their strategies to connect with consumers in a more meaningful way. One key aspect of this shift is the emphasis on authenticity in marketing.

What is Authenticity in Marketing? Authenticity in marketing refers to the ability of a brand to be genuine, transparent, and honest in its communication. This means being true to its values, mission, and purpose, and not trying to manipulate or deceive consumers. Authentic brands are those that are willing to take risks, be vulnerable, and show their human side. Key characteristics of authentic marketing include:

+ Being transparent about products, services, and company practices + Embracing imperfections and vulnerabilities + Showing a willingness to take risks and try new things + Being true to the brand’s values and mission + Engaging with consumers in a genuine and respectful way

The Benefits of Authentic Marketing

Authentic marketing has numerous benefits for both brands and consumers. For consumers, authenticity can lead to increased trust and loyalty, as well as a deeper sense of connection with the brand. For brands, authenticity can lead to increased brand awareness, customer engagement, and ultimately, revenue growth.

Benefits for Consumers

Increased trust and loyalty: Authentic brands are more likely to build strong relationships with consumers, leading to increased loyalty and retention.