In 2018, almost 60% of people no longer trusted social media companies. As a result, businesses need to re-brand and re-strategise new ways of staying relevant. With the 2018 Facebook crisis, brands on social media have been significantly impacted by overarching trust issues relating to personal information and privacy.
This has pushed for people on social media to have a certain level of distrust with businesses. Now, brands are attempting to focus more on rebuilding trust and transparency rather than solely concentrating on sales. This can be achieved by offering useful and clear communication online.
Businesses are changing the way they communicate messages in a number of ways. For example, they use hashtags to generate conversation and user-generation. More and more content being posted is focusing on informing and engaging with an audience opposed to selling to them.
What are some of the emerging social media trends/avenues business use to enforce trust among their followers and consumers?
Working with influencers is no new concept. Recently, there has been a shift in influencer marketing. Businesses are looking at working with micro-influencers as opposed to macro or celebrity-status influencers.
Micro-influencers have an average follower count of around 1000-5000 followers. This method of marketing endeavours to use local, ordinary citizens as brand ambassadors.
This means that brands can easily gain access to and communicate with small, niche groups of people to promote their products, without looking like they are pushing the product onto people. Consumers trust influencers they follow and therefore, can develop more trust with brands because they are exposed to them through influencers.
With the introduction of IGTV, content making is even more accessible and made available to the broader community. These days with the high quality videos you can film on your smartphone, it is easier than ever for businesses to utilise this trend.
IGTV has recently seen a massive leap in engagement, while Instagram stories is the most popular way users like to consume content on Instagram right now.
Chatbots are the next big thing, with customer service at the forefront of sales, companies are looking for the opportunity to engage with their customers even when they are not near a computer or phone.
This means that they have more of a chance of engaging with their audience, securing potential customers and offering the customer a sense of importance no matter when they contact the business.
This process ensures that customer service is at the front of your business and that you are meeting the consumers’ needs at every opportunity, this, in turn, develops trust online.
When it comes to social media trends, it’s vital to ensure that you are keeping on top of those emerging on online. Being one of the first businesses to jump on top of a trend, can offer your business a foot up, to that of your competitors. You will be able to adopt new and exciting ways to build trust with your broader audience and potentially reach or engage with a new customer.