How to Use Social Media to Build Trust For Your Brand in 2019
Social media and brand loyalty go hand in hand. While it’s the perfect medium to help brands promote themselves and to truly connect with their audience, it can also be hard to appear credible. With so many businesses being created daily, each one claiming to be better than the next, how can we really trust the brands we follow online? We tell you all.
1. Trust is everything
Privacy and ‘fake news’ concerns in 2018 led many social media users to shy away from the very public aspects of the platform. This was especially obvious in the wake of the Cambridge Analytica scandal, after which users pushed for improved security and more transparency and brought a higher focus on engagement with friends and family in lieu of celebrities and influencers.
Following this, Facebook launched a campaign to address these issues, with large-scale digital and traditional campaigns explaining how they were making a conscious effort to make the platform more transparent. From poster ads detailing how to identify fake advertisements and followers, to videos explaining how to update privacy settings for optimum security, this content went a considerable way towards helping users feel safer on their platform.
This means that, in 2019, brands will focus more on creating quality, transparent engagement with a genuinely interested smaller audience. A move from so-called “hollow clicks” to creating a more meaningful dialogue between themselves and their customers.
While we’ve all heard of ‘macro influencers’– those amassing millions of followers and touting a range of products from hair extensions to diet shakes, however, in 2019, a new type of online creator will emerge. While larger influencers help brands to position themselves in front of millions of potential customers, in 2019, it’s micro-influencers who will allow brands to achieve greater success.
Often amassing around 10,000 followers, micro-influencers offer a much more authentic experience. When they share a product, it’s often more believable that they have actually paid for or used a product of their own free-will, rather than simply being paid to promote it. Similarly, their audiences are usually more engaged and genuinely interested in what they have to say, this means they are seen as more trustworthy and down-to-earth – making them the perfect choice for brands who are looking to build their credibility.
3. Social Listening
When it comes to social media marketing, there’s nothing more frustrating than when your audience just isn’t engaged. The solution? Listen to what they’re looking for! Social listening goes way beyond simply monitoring and replying to comments. It’s all about understanding what your audience is saying, not just about your brand, but your industry as a whole.
Social listening allows marketers to create content that their audience is actually looking for – by identifying what it is your customers are talking about, and joining in those conversations, you’re able to tailor your campaigns directly to their individual needs. Similarly, getting involved in existing conversations allows you to pinpoint genuine customer concerns and issues, making you come across as more genuine and caring. Thus, improving your customer experience by creating more appealing content, ads, products and services.
Essentially, what it all boils down to is being human – showing that you genuinely care about your audience goes a long way towards helping to build trust and credibility and brand loyalty.