As 2025 is rolling in, Techtio’s online presence management team is already looking for the latest consumer behavior trends. Thus, we found a valuable research study conducted by one of the leading providers of stock photos and videos. They surveyed consumers and discovered something worrying: most people no longer trust social media content.

Social Media Content – Too Polished to Feel Real

According to the survey, 81% don’t trust social media content because it does not feel relatable. In most of the cases, they refer to content shared by influencers and celebrities.

While this may not mark the beginning of influencer marketing decline, it is a warning sign. Most influencers are self-serving. They care about their analytics, their audience and – ultimately – the revenue they earn from the social media platform.

Thus, their posts are competing for perfection in every detail. And with each step towards the perfect look, they take one step away from your clients.

The Good News – Consumers Still Trust Businesses

Now, let us soften the initial blow with some positive findings of the survey. 674% of the respondents said that they trust businesses far more than they trust influencers, celebrities and politicians.

Moreover, 58% of them say that they prefer buying from companies whose brand values align with their own. In this context, authentic content marketing is the key to long-term success.

Interpreting Consumer Behaviour Trends: Less Perfection, More Real-User Content

Social media posts have become so unrealistic and unrelatable, that 64% have more confidence in traditional ads than in these posts. To win back customer trust, companies need to step back from the picture-perfect mindset.

Photos and videos do not have to be perfect, but genuine. Anyone looking at them should be able to picture themselves using the products or enjoying the experiences illustrated there.

Brands have to start telling real stories, involving real people. Do not airbrush imperfections, because they take away the human element out of your brand image.

And, looking at consumer behaviour trends, this year is when raw honesty will win consumers’ trust.

How to Get Real on Social Media

It is funny that social media started as a place where everyone was sharing their real-life experiences – no filters, no edits. Now, online presence management and the desire for likes make everyone present a perfect image of every mundane experience.

Brands who want to be authentic in their social media marketing should start focusing on:

• Offering unedited behind-the-scenes images of their team and work process
• Celebrating customers and employees in spontaneous posts
• Adding emotions, including humour, to their brand storytelling
• Promoting user-generated content that feels real, not staged.

Be Careful about the Use of AI to Generate Content

Last but not least, the survey found that 87% of consumers want clear labelling of AI-generated content. This is another important aspect of the overall digital marketing trends and consumer behaviour trends.

Brands enjoy the benefits of powerful AI tools, capable of generating images and videos that look realistic at a fraction of the cost of actually producing them. However, these images blur the lines between what is real and what is not.

People can no longer distinguish AI visual content from real-life images. And this makes them question the reality of the benefits and features of the products promoted through this type of media.

After all, if the company cannot be bothered to take actual photos and videos of their product, how can the consumer believe it even exists?

Let Techtio Manage Your Online Presence!

Reap all the benefits of social media with the right strategy and a professional team on your side. Choose Techtio’s social media strategy services and build authentic connections with your audience. Contact us today!