SOCIAL
Building Brand Trust on Social Media [#SMTLive Recap]
Recently, on #SMTLive, our weekly Twitter chat, we hosted a discussion on how brands can build trust with their audiences, and why trust is so important in the modern, evolving digital landscape.
Trust, and building effective brand relationships, is becoming a bigger focus amid shifting attitudes to key social issues, and a rising reliance on eCommerce for shopping. On the former, according to Edelman’s 2020 Trust Barometer report, less than half of people now trust that their institutions will do what’s right, with growing skepticism around financial motivations and other influential factors that can change government and regularity decisions.
On the latter, as reliance on eCommerce grows, consumers need to know that they’re going to get what they pay for online, and that comes down to brand reputation, and established relationships.
These shifting trends intertwine, and will impact on your brand and marketing approach – but how will that change your strategy, and what are other digital marketers doing in this respect?
Here’s what our #SMTLive community had to share on the subject.
Leading the Way
We started our chat by asking what brands our friends consider trustworthy and why.
I’m finding it hard to name any… but the Why is easy: they protect my information and ensure their decision making is supported by strong value statements. #SMTLive
— Erin M. Kelly (@erinmkelly) February 23, 2021
This rang true for every brand mentioned – the “Why” was deemed any brand’s most valuable asset. Brands that have a clear mission give their consumers a clear reason to engage with them and show a direct impact their purchase makes.
Many brands on the list had more commonalities: relatability and consistency.
A1: I trust brands that show integrity and transparency. Also a human, empathetic voice.@Wendys comes to mind for how relatable the roasts can be. But also @benandjerrys for their brand’s consistency on racial issues. #SMTLive
— Socially Creative Solutions (@sociallycreate) February 23, 2021
A5: Consumers want to see a brand that is not only trendy and engaging, but AUTHENTICITY is key. People buy into brands they not only trust but feel a genuine connection with. Social media serves as a vehicle with an inside scoop of brands and their values. pic.twitter.com/nLfeGEdhkL
— Arielle Burton (@poeticallyfree) February 23, 2021
Action can no longer be a one-time contribution to a noble cause with a vague connection to a brand – people expect a consistent and long-term commitment from brands to a cause that makes sense. Devoting themselves for social impact, rather than mere profit, helps brands build and maintain authenticity. Authenticity, in turn, helps brands build strong relationships with their audience and gain a softer cushion to fall on when something goes wrong. Authenticity makes brands more human and humans are allowed to make a mistake or two.
Increasing Trust
It can be a long process to build trust with consumers, especially for new brands. What if you don’t have the advantage of having been around for a while? We asked #SMTLive participants whether they’ve ever trusted a brand shortly after they discovered them on social media, and what contributed to the sense of trustworthiness.
Yes absolutely.
For me These have tended to be ethically brands who are not afraid to be honest & transparent. Showing authentic values, clear aims, and a strong personality.But all have also had great eye-catching imagery.
— Jules PR (@JulesCSmee) February 23, 2021
Q2. Innocent. They are one of many smoothie/ juice providers who won me over with their transparancy and plain speaking #SMTLive
— Tiff Lomas ???? (@UK_Booklover) February 23, 2021
@MasterClass Their socials are so well done and effective. Love their tone of ‘here’s what you can learn’ vs ‘here’s who you will see ‘
— TheLaughingCow ???? (@LomaLorna) February 23, 2021
Technology has evolved rapidly, setting high expectations for how brands present themselves. High quality, clear, and on brand imagery and tone help brands set themselves apart from competitors, while also creating a sense of transparency.
Responsiveness and customer service were also mentioned multiple times. Interactions on social media, as well as how customer complaints and questions are handled in the online space, set a strong impression of brands for potential audiences. Research shows that people who receive customer service on Twitter, for example, prefer those brands up to x3 more than other brands.
A5: Social Media has provided consumers a more direct way to connect with brands. When done right this can create long-lasting brand/consumer relationships. #SMTLive
— The Amanda Show (@amandawritings) February 23, 2021
On the other hand, there are things that can also hurt brands through social media. Spoiler alert: Customer service is the main deal breaker.
Oh yes! It was a skincare brand. DMed them on Instagram to ask a question about a product and got a cold reply to visit the website. They sold themselves as experts, but clearly that didn’t come through off page.
— Petrumarié (@petrumarie) February 23, 2021
a couple of cloth brands. the say if you wanna be ambassador then they ask you to purchase a minimum in product first.
— Pablo Holman (@PabloHolmanC) February 23, 2021
A3: There was a specific influencer I lost some trust/respect for. Their online persona didn’t match up with the person behind the curtain. There was a disconnect, and she ended up being much more sales-y than human after my interaction. #SMTLive
— Micayla Rose Greco (@MicaylaGreco) February 23, 2021
In short, social media is a place to build connections. Your consumers are no longer passive receivers – they are either your friends and superfans or they are your skeptics.
Personal connection is part of authenticity, which comes through real conversations, responses, and personal approach to individual complaints and questions. Cold messages, links without any context and ghosting altogether are a way out of your audience’s heart for good.
Prioritizing authenticity is no easy task, however, and it can take a lot of time and dedication.
Key Challenges
We have a feeling that you’ve experienced at least one or many of these. Luckily, you’re not alone. Some of our struggles include:
It’s hard to deliver authentic content on a client’s behalf. Trying to vocalize a deep, empathetic story that isn’t yours to tell, is tricky. But it’s the content that connects the best on social.
— Catherine (Cara) Brackett (@CaraBrackett) February 23, 2021
A4: social media is constantly changing and evolving, which can create an expectation that we need to know immediately how to use and make new things successful, like Fleets or Reels, etc. Also the expectation to respond immediately can be a challenge. #SMTLive
— Maria Dehne (@mdehne34) February 23, 2021
A4 – As a small team, it is difficult to be a good customer service manager and innovative content creator. It often feels like one is being sacrificed for the other. #SMTLive
— Allison O’Leary (@ItsAllieO) February 23, 2021
So if you want to take anything away with you, let it be this:
What I took away from today: If people (consumers) ever lose trust in a brand, it will be very difficult, if not impossible, for the brand to regain that trust. #SMTLive
— Ruth (@InnGritttt) February 23, 2021
Inasmuch as social media affords us a veil to ‘hide behind’, it is important for brands to understand that customers can ‘see through’ the hype and detect authentic, empathetic and genuine brands to trust, engage, and patronise. #SMTLive
— Kafui (@Qaphui) February 23, 2021
Thank you for being part of our discussion – we learn so much from you, and we hope to see you at our next #SMTLive chat (Tuesdays 12pm EST (11am CST, 10am MST, 9am PST, 5pm GMT).
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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