8 Reasons Why Unfiltered, Real Content Will Dominate 2025

1. Authenticity is the New Luxury

Audiences today are increasingly drawn to creators and brands that offer authenticity and realness in their content. With social media platforms often presenting a highly curated and polished version of reality, there are many ways in which social media can hide a person or brands true identity.

Creators that are able to show their genuine selves are valued on social media because they give people someone to relate to and trust. Authenticity is not just a trend; it’s becoming a key ingredient for influencers aiming to create meaningful and lasting relationships with their followers. The same goes with brands and the growing importance of sustainability practices as we go on to 2025. Take a look at our extensive list of 26 beauty influencers that will be huge in 2025 as a helpful tool in research.

Jules LeBlanc is great example of a celebrity that shows her true self on social media, and is adored for doing so.

Authenticity is not just a trend; it’s becoming a key ingredient for influencers aiming to create meaningful and lasting relationships with their followers.

2. Breaking the Illusion of Perfection

When trying to achieve this concept as a brand, the key is to stop trying so hard. We are all human beings with our own authentic experiences—it really comes down to being able to transcribe yourself into your content or brand.

Creators who break the illusion of perfection embrace their true, unedited selves, showing their audiences that it’s okay to be imperfect. This is especially important in a time when mental health awareness is at the forefront of conversations. Influencers who openly discuss their struggles with body image, self-esteem, mental health, or life’s challenges help normalize those experiences for their followers. By sharing the “behind-the-scenes” moments, creators become more relatable and approachable.

Emma Chamberlain is an amazing example of a content creator and influencer that was able to grow her channels by being authentic and sharing her mental health journey, all the ups and downs. Despite becoming very famous, she continues to share her same content and keeping her loyal followers and brand partners.

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3. Diversity and Inclusion

Unfiltered content promotes a more inclusive environment by highlighting a broader range of voices, backgrounds, and body types. As social media increasingly celebrates diversity, real content helps showcase people in their true, varied forms. There is a growing culture of normalization and support online.

Influencers are using their insecurities and imperfections to relate to others and build a community bond. For example, Fernanda Giménez recieved a lot of love for sharing the struggles in her skin journey. She is know for her great style and TikTok dances, and uses her platform to normalize struggling with acne. She empowers her followers by showing that you do not need to cover imperfections to be beautiful.

Influencers are using their insecurities and imperfections to relate to others and build a community bond.

4. Real-Time Content

In 2025, live streaming will become an even more integral part of the digital content landscape, particularly on platforms like TikTok, Instagram, YouTube, and Twitch. Real-time content, especially live streaming, offers a unique experience to the audience. Many may describe joining lives as comparable to being on FaceTime with your favourite creators. It is a way to get to know people better because their personality and character shines through on live videos, more so than edited videos.

Creators will often do live Q and As and people watching can comment things that they will be able to read, which is highly interactive. Taking advantage of live streaming features can allow influencers and brands to foster deeper connections with their audience.

Real-time content, especially live streaming, offers a unique experience to the audience.

5. Shifts in brand Deals And Promotions

As audiences favour real, unpolished content, brands are also adapting their promotional strategies. Instead of highly produced ads or scripted brand deals, companies are increasingly partnering with the right influencers who showcase products in a natural, unscripted way. On TikTok, brands are even trying to create ads through popular trends, using trending sounds, and using humour to their advantage. This allows for ads to actually be enjoyable to watch. Cerave had great success with this strategy, by partnering with liked creators as @joeandohirsh and @italianbach for entertaining and witty ads.

In 2025, the most successful brand deals will emphasize consistency, with influencers incorporating products into their everyday routines. Also, giving honest, candid reviews feel more like personal than traditional advertising. It underlines the importance for brands to choose creators that match their values and vibes to promote their products. Check out our amazing guide on how to successfully contact celebrities and influencers!

6. Short and Frequent Content

Gen Z, being the first digital natives, are hyper-connected online and have a statistically lower attention span compared to earlier generations. Gen Z is constantly surrounded by media, so to maintain engagement, video content keeps evolving into shorter and snappier cuts. Even huge celebreties are posting casual, fun content on socials like Zendaya.

Since content has become more frequent and fast paced, trends come and go in a matter of days. To keep up with the trends, influencers will continue to post more frequently to remain relevant. Similarly, brands will continue to post fast and engaging clips to avoid being forgotten.

Frequent content is another way to be more relatable and connected to the audience and it will continue to grow in 2025.

Gen Z is constantly surrounded by media, so to maintain engagement, video content keeps evolving into shorter and snappier cuts.

7. More Unscripted Storytelling

Unscripted storytelling in a new variation of YouTube vlogging. It has the same concept, which is to share parts of the day on camera, while sharing commentary, stories, and thoughts. Podcasts are becoming a popular way for people to get to know influencers and celebrities on a deeper level—without filming themselves. It is a space for creators to voice their unfiltered thoughts. So many popular influencers have podcasts like Hot Mess with Alix Earl and Pretty Lonesome with Madeline Argy. It shows more about them then what is seen on just an Instagram or TikTok feed.

Video content wise, there will be a rise in unplanned, unscripted videos on platforms like TikTok. Often companies and creators find that the planned out and rehearsed videos do not always gain traction—then that one random silly clip will blow up, where no ones hair is done and outfits are in disarray. This proves how what people want to watch going into 2025 is the raw, uncut, possibly humourous content.

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8. Sustainability

The effects of climate change are impossible to ignore and they are woven into our everyday lives. In 2025, there will be a greater recognition of this issue across influencer platforms. Content creators want to partner with brands that have sustainable values. Sustainable brands are future-proof because they align with a long-term movement and lifestyle, not just current trends.

We can see that influencers are advocating for slow fashion by filming content on ethical brands, thrifted finds, and capsule wardrobes.

Content creators want to partner with brands that have sustainable values.