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Making a purchase is a leap of faith: you’re spending your hard-earned money on something in the hopes that you’ll get what you want from it. This has always been the case, but it’s even more true in the e-commerce world of today, where most of us are making our purchases based only on what we see online. What makes these leaps of faith possible is trust. Trust that the brand will provide what they promised, and use your money in a manner you endorse. In fact, a massive global survey found that 35% of people say “trust in brand” is one of the top three factors influencing their shopping choices.
So how do you build that all-important trust? There are many ways to do so, but there’s perhaps none more powerful than — you guessed it — social media.
In any relationship, whether it’s person to person or person to brand, every interaction offers a new opportunity to either strengthen or weaken trust. Because brands interact with their audience in so many different ways, that means that there are a variety of different avenues that lead to more trust. Some of those avenues are:
Social media is the gold mine of trust-building for a couple reasons.
First, it provides a platform where you can speak directly with people. It’s not a marketing blast going out to everyone who ever signed up for your email list; it’s not a podcast ad getting heard by who knows what audience. On social media, you can see exactly who your followers are, and speak to them in a space where they can directly respond to you. In some senses, it’s a scalable version of the real human-to-human connection you get on customer calls or in-person events.
Second, social media is where your audience lives. No matter the demographics of your target market, odds are near 100% that they’re on social media. Their preferred platform might vary (older audiences may be more likely to use Facebook while younger ones may prefer TikTok, for instance), but social media is a part of their lives.
Both of these factors mean that you have, at your fingertips, a massive reservoir of trust that your brand can tap into. You just have to make sure that you do it right.
Building brand trust through social media isn’t overly complicated, but it does take some thought and awareness. To make sure that you’re effectively leveraging your social media presence to build trust in your audience, follow these seven guidelines:
In the past, brand trust was a one-way street: you put out a trustworthy image in your advertising and marketing and hoped for the best. Today, consumers need more convincing in order to trust brands. Thankfully, social media is the perfect platform on which to earn the trust of savvy consumers. It may take more effort, but the end result will be far more satisfying and long-lasting for all parties.
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