Trending in 2019: Building a trustworthy brand

Since the Facebook-Cambridge Analytica data scandal and controversies over the purging of millions of fake accounts on Twitter, it’s not surprising that 60% of people no longer trust social media companies. As users have grown suspicious of many media and celebrity influencers, trust has then been reverted back to immediate friends, family and acquaintances on social media.

For brands on social media, this poses new challenges and opportunities. In a report done by Edelman in 2018, participants rated technical experts, academic experts and a person like yourself to be most credible for information about a brand. Celebrities has proven to be least trustworthy in this aspect.

What does this mean for brands?

Focus more on authentic engagement instead of maximising reach

See how we ride on the rising trend of women empowerment to engage with target audience and help MARIGOLD Yoghurt Drink maintain its position as market leader.
Instead of celebrity influencers, leverage on internal expert and employee advocates

See how we gained the trust of new parents from the start of their parenthood journey with Nestlé NAN Optipro 3 using medical experts.
Build brand reviews on trustworthy review sites and offering service recovery to those who had a bad experience
Embrace transparency through data security, implementing socially conscious practices across an entire supply chain
Look to your audiences for answers and let them drive your business decisions. Be consistent with this ‘we are listening’ message
Provide value on top of just promoting products and services through informative content
Own your screw-ups; mistakes are inevitable
Make sure your prices are clear and not confusing
Earn your customers’ attention with something valuable. Don’t steal it

Tips and Tricks:

Build a close circle using Facebook Secret Group
Create a branded hashtag that is aligned with community values
Invest in and partner with micro-influencers to access more niche communities and cultivate micro-influencer as a brand spokesperson

What does this mean for brands?

Focus more on authentic engagement instead of maximising reach

Instead of celebrity influencers, leverage on internal expert and employee advocates

Build brand reviews on trustworthy review sites and offering service recovery to those who had a bad experience

Embrace transparency through data security, implementing socially conscious practices across an entire supply chain

Look to your audiences for answers and let them drive your business decisions. Be consistent with this ‘we are listening’ message

Provide value on top of just promoting products and services through informative content

Own your screw-ups; mistakes are inevitable

Make sure your prices are clear and not confusing

Earn your customers’ attention with something valuable. Don’t steal it

Tips and Tricks:

Build a close circle using Facebook Secret Group

Create a branded hashtag that is aligned with community values

Invest in and partner with micro-influencers to access more niche communities and cultivate micro-influencer as a brand spokesperson