88% of worldwide consumers say not trusting a brand is a dealbreaker when it comes to buying a product or using a service, but building trust isn’t easy.
Trust requires ensuring customer security, partnering with those with a good track record, and advertising through the right channels. Here are four key stats marketers can use to improve their brands’ consumer trust.
1. Focus on the right factors
Key stat: Ensuring customer security is the number one factor in earning the trust of consumers worldwide.
What it means: Brands need security measures in place to avoid hacks and data breaches. Keeping customers feeling safe and secure while using your service is the best way to keep clients and customers long-term.
2. Use types of marketing consumers trust
Key stat: 61.9% of consumers trust video ads at least some of the time, putting the format ahead of sponsored content (57.0%), affiliate ads (55.1%), targeted ads (54.5%), and banner ads (50.7%), according to EMARKETER data.
What it means: The majority of consumers trust all of these ad formats at least some of the time, meaning advertisers should use a healthy mix. Combining multiple formats, such as creating sponsored video content with influencers, can help build consumer trust.
3. Avoid relying too heavily on platforms consumers don’t trust
Key stat: More than half of consumers (52%) don’t trust social media platforms, according to a survey from AfterShip and Ipsos.
What it means: Marketers should still reach consumers on social media platforms, where they spend 17.9% of their time with digital media. However, consumers may be suspicious of ads served to them via social media. Creating a strong organic brand presence on social media or encouraging user-generated content can help consumers feel more comfortable engaging with a brand on social media.
4. Recognise consumers’ caution surrounding AI
Key stat: 36% of consumers don’t trust AI-generated search results at all, according to data from EMARKETER and CivicScience.
What it means: Organisations creating their own AI-generated search engines, like Google and Amazon, must deliver accurate results, or they risk losing consumer trust. Brands considering investing in ads within AI-generated search results should also consider consumer distrust. That said, 44% of consumers trust AI-generated search results at least a little. As AI-generated search progresses, consumer comfort with the tech will too.
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