Building Consumer Trust Means Showing Up In Social Media

by Zara Carbonell-Near, Co-founder & Managing Director – STOCK

AI-driven tools are reshaping the startup world, giving founders force multipliers that allow them to shorten timelines, stretch budgets, and operate effectively with a smaller team. Some even argue that AI has become a solid co-founder for startups.

But AI is also creating new hurdles for startups to overcome, especially when it comes to marketing. Connecting with prospective customers in today’s marketplace often means getting past a new gatekeeper: AI search.

A recent study by Capital One Shopping revealed that the majority of consumers are opting for AI over traditional search, which means strategies for earning consumer trust and influencing purchasing decisions need to be re-evaluated.

To build the types of connections that drive consumer trust, startups must make sure they are appearing where shoppers are seeking information. And in today’s search landscape, that means showing up in social media, being consistent, and engaging in meaningful conversations.

How AI is reshaping social media engagement

Search has always been a popular feature for social media. Studies from a few years ago showed that younger consumers were turning to Instagram and TikTok before Google, especially when seeking information about local businesses.

With AI, social media has become an even more valuable search tool, offering contextual understanding rather than requiring searchers to work within the confines of keywords and fragmented phrases. It’s become a tool that can be used to easily search for recommendations on the best hiking boots for those on a budget or to find a travel itinerary for pet-friendly vacation ideas.

Whereas yesterday’s social media users were scrolling for inspiration, today’s users are looking for truth, turning to social channels for insights into what people really think about brands and the value their products provide. Brands that develop a deep understanding of the way today’s consumers engage will be able to build marketing strategies that maximize the impact of social media.

How brands can earn trust in the social media mix

To start crafting an effective social media marketing strategy, brands must accept that reach has become purely a vanity metric. Consumers won’t trust your brand just because it shows up in their feed.

If you want to influence consumer behavior, you need to achieve agreement and not just awareness. What you communicate about your brand needs to agree with what others are saying about it. Satisfied customers are among the most powerful influencers on social media. If your posts align with theirs, consumers see the type of consistency that is needed to build trust.

Most consumers scrolling on social media are looking for alignment, not an argument. They absorb feelings associated with posts as they scroll, which means consumer trust is strengthened or undermined instinctively. Essentially, social media is the new-age gut feeling.

For a wellness brand, for example, that means showing social media users the kind of life they can unlock by trusting the brand. Offering free tips on how to live a healthier lifestyle, rather than just promoting the products you’ve developed to support that lifestyle, earns trust.

Consumers are looking for brands that will work with them to help them reach their goals. When you answer their questions, address their concerns, and celebrate their wins, you show that you are the kind of brand they want.

Succeeding in the age of content and interest marketing

Startups also need marketing strategies that acknowledge why solid content alone isn’t enough. You’re operating in the age of content and interest marketing. If your content doesn’t match consumer interest, it won’t attract the attention of social media algorithms.

To ensure you remain easy to find, stay focused on who you are trying to convert. Developing a deep understanding of your target market will help you identify the stories that will resonate with them. Sharing those stories will get you a courtside seat in your target audience’s algorithm.

Overall, brands need to commit to more than just making a pitch. They need to invest in strategies that take consumers on a journey. Convince them you have something valuable to offer, and they’ll become your followers.

Showing strong consistency between what you offer and what you deliver requires gaining the trust of a community of users. But when you’re able to show it, your followers will more easily become customers.

Zara Carbonell-Near is the Co-Founder and Managing Director of Social Media at STOCK marketing agency and leads the agency’s brand storytelling and social media strategy. A published author with more than 10 years of experience in technology and brand communications, Zara focuses on translating complex ideas into relatable narratives that build authentic relationships between brands and their audiences.

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