With over 4.5 billion social media users globally, the power to convince customers has shifted: customers approach persuasive marketing copy more intuitively and have an affinity with other customers.
It is now easier for customers to test brands from other customers’ shared brand experiences and testimonies on social media. Social media present an attractive digital marketing avenue for customers to experience their favourite brand’s personality in real-time interactions.
Businesses are leveraging this, too. Nike and Coca Cola, for example, count over 200 million and 100 million followers respectively on their social media accounts.
Nielsen’s 2022 annual marketing report projected a 50% increase in budget allocations for social media marketing for Europe, the Middle East and African companies’ in the near future.
The reality of intense competition and constant brand wars cannot be understated because customers have the luxury of choice. Brands can no longer rely solely on product performance; they need to connect with customers on a deeper level to encourage loyalty and prevent switching.
Trustworthy social media marketing interactions
Focusing on building confidence by targeting trustworthy social media marketing interactions is increasingly important for the following reasons:
- Enhancing customers’ experiences
- Access to first-party data
- Testing brand social appeal
3 ways to elevate customer trust and confidence in a brand
While social media strategies vary across businesses, here are a few nuggets of wisdom that could help to elevate customer trust and confidence in a brand:
- Authenticate brand social media accounts
- Share and sponsor authentic brand interactions
- Micro-influence your brand
Social media remain the most progressive and inclusive channel for communicating and engaging directly with customers in data age.
The benefits of user-generated content and user-engendered trust present lucrative opportunities for businesses to leverage brand communities and (micro-)influencer trust for brand trust and confidence.
Being more socially relatable improves the chances that customers will perceive it as authentic and trustworthy.