How To Earn Audience Trust Through Social Media

By Intern Sophie D’Errico

A brand will not be successful on social media without earning the trust of its audience. Building trust takes time, but with the right strategies, it’s achievable. Here are some tips on how your brand can start earning the confidence of your audience: 

Know Your Brand’s Voice

Audiences will see right through a brand that is inconsistent in their messaging. Maybe one day you have a post that is casual and friendly and the next you have a tone that is much more professional and stoic. Consumers will become confused by this inconsistency and it will foster distrust. 

While it is fair to vary your voice slightly depending on the platform and context, all content should feel cohesive and as though they are coming from one entity– think of your business as a person. What is their voice? 

Brands like Wendy’s and the Duolingo owl have cultivated recognizable personalities that have reinforced audience loyalty, and while your business does not have to have as bold of a personality, having a consistent voice will increase brand loyalty and connection from your audience. 

Respond to Your Followers

When followers comment on your posts, take the time to respond to those who chose to write something on your platform, whether the feedback is positive or negative. 

Thank those who have had a positive experience and address the concerns from those who had negative experiences. Handling the complaints or criticism publicly demonstrates that you are listening and are committed to improvement. 

By responding thoughtfully and respectfully, this transparency and dedication to customer satisfaction will build loyalty and trust from your audience. 

Create a Community 

Create content that makes your audience feel connected to your brand as well as other followers. Encourage engagement by asking questions, sharing behind-the-scenes information, and providing exclusive offers like sneak peeks or discounts. Showcase your employees to increase intimacy and humanize your brand. 

Celebrate milestones, such as anniversaries or product launches, with your audience to create a sense of belonging and make your followers feel like they are insiders. 

Post Testimonials

Testimonials and user-generated content are powerful tools for building trust. Share positive reviews, customer stories, or photos and videos from satisfied customers. Seeing real people positively engaging with your brand will reassure potential customers and build trust. 

Whether this is posting positive reviews online or highlighting a customer’s positive experience through photos or videos, audiences will trust your brand if they see real people positively engaging with it. 

Always be Honest 

To build trust, your brand must be authentic. Consumers can quickly detect when they are being lied to, and being caught is one of the fastest ways to lose trust. Instead of building your brand through dishonest or overly sales-focused content, focus on demonstrating your expertise without appearing too much like an advertisement. Show, don’t tell. 

Admit and correct mistakes when they happen and ensure that your mission and values are clear and consistent to your audience. 

While trust is not built overnight, consistent messaging, meaningful engagement, and an authentic community can earn it. By knowing your brand’s voice, responding and engaging with followers, creating a community, showcasing real testimonials, and remaining honest, you’ll create a social media presence that resonates with your audience and builds loyalty.