If you want to reach people with your advertising message, what can you do?

By MediaStreet Staff Writers

While consumers use social platforms as their principal access point for information, not many people trust the content they find there. 89% of 18-64-year-olds are categorised as social skeptics when it comes to things they read that has reached them via social media. The solution? You’d better use a trusted news/information site, or you are just peeing your ad spend up a wall.

These results are according to a research conducted on behalf of Digital Content Next. The research highlights the fact that brand credibility is EVERYTHING.

“Consumers lack trust in social platform content and that it’s spilling over into their perceptions of brand sites and apps,” said Jason Kint, CEO of Digital Content Next. “While we don’t recommend that publishers walk away from the relationships they have with the platforms, we do recommend they urge the platforms to better utilise and protect trusted news and entertainment brands.”

When it comes to trust, consumers have higher expectations for brand sites and apps and expect them to be trustworthy, credible, accurate and up-to-date. Thus, brands should closely monitor trust and work to maintain it as a key differentiator in the volatile digital media marketplace.

Other findings:

  • Social automation and algorithms appear to have a negative impact with 62 percent of consumers agreeing that “there’s so much random content on social media, there’s no way to tell if an article is credible or not.”
  • A younger audience of “Social Skeptics” has emerged. Seven in 10 of these consumers choose quality brand sites for content and prefer brand sites/apps for information. In fact, 41 percent of Social Skeptics have a content subscription, which also signals a preference for premium content.
  • Brand sites build trust by delivering on key attributes, such as credibility and accuracy, which correlate highly to both trust and importance. However, there are also hidden drivers which are less obvious—but that correlate highly to trust. These include popularity, virality, and personalisation, all of which are important strategies to employ and very much a part of the algorithms of platforms.
  • “Trust as a Proxy for Brand Value” found that brand sites should incorporate four key building blocks of trust into their strategies:
    • Attribution (confirming multiple sources)
    • Reputation
    • Navigation
    • Prediction (past experiences with the brand)
  • Consumer trust in brand sites also positively impacts advertisers on the site. Higher trust in brand sites results in a trust halo effect for advertisers. Brand sites provide a significant boost in advertiser trust and positive perception compared to social media and YouTube.
  • Consumer expectations around trust are higher for brand sites and apps and they expect them to be trustworthy, credible, accurate, and up-to-date. Therefore, publishers should closely monitor trust and work to maintain it as a key differentiator in the volatile digital media marketplace.

To view the full research report, click here.

 

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