So, you have been working on your brand for some time now. Competitors know you. Consumers know you. Do you think that’s enough?
Unfortunately, it’s not. Brands come and go. To stay alive for the long haul, you need to build trust on social media.
A global survey conducted by PwC found that trust in a brand strongly influences where consumers decide to shop. 35% of respondents said ‘trust in brand’ was among the top three reasons influencing their decision to shop at a particular retailer, while 14% said brand trust was their main influence after price.
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Moreover, the same study’s results also suggest that opinions on social media, posted by friends and strangers alike, have more influence on purchase decisions than factors within the control of retailers – like advertising and pricing.
Evidently, social media is the place to build trust. To help you cultivate a brand that goes the distance, here are ten ways to build brand trust on social media.
Assuming you already have your social media platforms all set up, the first thing you need to do is provide quality content that is of value to your visitors. This impacts how long visitors stay on your website and how much they engage with you on social media. It also helps establish a loyal following which keeps them coming back for more.
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Posting great content shows your brand is an authority and is about more than just making money. That is the base to start off when you want to build audience’s trust in social media.
Though you’ll always hope to convert a few followers with your content, never make your content all about selling your product or services. A good practice to follow is the 80/20 rule – i.e. 80% of your content should be informative and non-promotional, while the other 20% can talk about your brand or product.
This can apply to your overall content plan, the structure of a blog post or your social media posts. If you share four interesting, engaging tweets that are of value to your audience, when they see a fifth one that is more promotional, they’ll be less likely to get annoyed or dismiss it as spam. Your followers will be more likely to take notice and engage.
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If you can establish your brand as a thought leader, you may become a go-to resource. This should build up a strong following on social media and, hopefully, lead to more opportunities to strengthen your position. While followers with an interest in your content may not necessarily be customers, your brand is sure to be at the fore of their minds if they ever need what your company provides.
By not pushing your product too much, social media users will stay to listen, trust your brand and be more receptive to promotional content when you do share some.
You must engage, respond to questions quickly, encourage interactions, and thank customers who are talking about you using some free social media management tools. The more you interact, the more people will reach out.
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Building a reputation as a brand that is available and answerable to its audience will mean people will be more confident when it comes to using your products or services. Doing these things helps you build a reputation of trust and, eventually, a community around your brand.
Take interaction to the next level by encouraging customers to share their photos and videos of your products on social media. Today, consumers want to see real people using a product before they buy – and UGC allows marketers to share this information through their social media accounts in order to build social media trust. UGC brings real consumers into the fold. This will make your authenticity ratings soar, while customers will be delighted to see their content shared or retweeted.
And the data concurs! Consumers are twice as likely to share user-generated content. This means your brand can get twice the amount of exposure. Research from Facebook also found that ads with UGC have a click-through rate three times higher than other ads. This and other statistics suggest the same: UGC is influential.
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One particularly successful UGC campaign at Loews Hotel used photos shared by guests on Instagram to promote their destinations. Its #WelcomingYouLikeFamily campaign cost-effectively engaged with prospective guests by giving them an authentic understanding of what a stay at the hotel is like. The proof was in the photos taken by real guests. The campaign was a major success and still thrives now.
Reviews are essential for building trust in your brand. Many consumers will check out a company’s reviews on sites like Yelp, Google Business Profile, and ratings on Facebook before buying. In fact, Facebook, even being a social media platform, has a dedicated page review section that rates a page out of 5 based on whether visitors would recommend it or not. People can also elaborate on their opinion by leaving a review.
Isn’t this the first thing they’ll see when checking out a company online? If they can see at a glance that you’re close to a 5-star rating, they’ll convert quickly.
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You should encourage your customers to leave reviews and share them on your social channels so that prospective customers will feel reassured and convert when they check out what people are saying about your brand.
Reviews can highlight the quality of your brand, as well as personal experiences people have had with your support team, staff, and the product or service itself. Like UGC, building up favorable reviews can promote a reputation of trust.
Even bad reviews can be turned into something positive for your company if you are proactive about responding to them. If you’re responding to negative feedback constructively and quickly, this testifies to your brand’s reliability and transparency. Very few customers expect your company to be perfect, but if they see you positively respond to a negative review, they’ll feel better about doing business with you.
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So make sure when customers take their time out to leave feedback for your brand online, you take it into account and respond as soon as possible.
Responding to Facebook reviews for multiple client pages at the same time can be grueling and nearly impossible without missing out on replying to some of them.
Can help you with this conundrum. It has a dedicated inbox feature from which you can access all the Facebook reviews, comments, and messages. Switch from page to page easily in the same dashboard to monitor audience reviews and improve them by replying in the shortest time. This will help you build a stellar brand image online!
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Links are the connection between your brand and the online world. Whether you’ve used content curation tools to find trending articles or are sharing industry news, it’s important that your links lead to reputable sites.
Link to industry favorites when sharing curated content and use a custom link shortener for social media, so readers know what it is that they’re clicking through to.
Custom short links are made up of a custom domain name and a keyword after the slash. So when users see your brand’s name associated with the content you share, they know it won’t lead to spam or phishing sites. The keyword also gives an indication of what the link will lead them to. This extra communication and trust can boost click-through rates by 39%.
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Offering your customers a behind-the-scenes look at your brand on social media takes us back to the idea of transparency. It shows you have nothing to hide. But exclusive sneak peeks can also lure consumers in and make them feel special.
Providing an inside view can really show off your brand’s personality and values too. Whether it’s a snap of the chef in the kitchen or a video backstage at a fashion show, people will get to see past your logo to the passionate community behind your brand.
Followers will feel more familiar with your brand and will trust you because you trusted them with the inside scoop. Plus, the FOMO effect of exclusive content can send your engagement rates through the roof.
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Staying on message is extremely important for any brand that wants to inspire trust in its followers. Don’t deny you care about something if your actions don’t fit with this.
When it was revealed that Volkswagen had deceived customers and government agencies about its vehicle emissions, this was completely at odds with the environmentally-conscious image it was trying to build.
Needless to say, the brand was badly damaged. This is an extreme example but don’t ever forget social media’s power to quickly go viral. So make sure your brand voice and personality match up with your company’s actions and content on social media.
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On another level, keeping the appearance of your logo, brand colors, and other design elements consistent can also help inspire trust and build a professional, reliable image for your company.
Managing multiple social media profiles for different brands can be time-consuming and cumbersome, especially when adding brand-specific logos to each post. But fret not! ’s watermark feature offers a solution. Users can easily set up custom watermarks for each social media account, ensuring that
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