Attempts to attract attention online are in vain if consumers don’t actually trust what they see. So what can advertisers and brands do to build confidence?
We have mentioned in other articles that consumer attention is hard to come by nowadays. We even wrote a full guide about it. Long story short: with people always busy and on the go, advertising is rarely at the forefront of their minds.
Most online experiences are designed to retain our attention – just consider social media feeds and endless video reels – so grabbing this attention has become a top priority for advertisers. But while this is undoubtedly important, another question brands and advertisers should be asking themselves is whether consumers actually believe an ad is trustworthy.
If a customer sees an ad but doubts its truthfulness, attention doesn’t matter; there is little chance they will risk engaging with it, especially amidst a cost of living crisis.
A consumer who doesn’t trust an ad is unlikely to invest their attention, time, or money in the product or service advertised. While in some cases a consumer might seek out customer reviews to inform their decision, unless a brand is a household name, it’s up to the advertisers to inspire this positive action.
So what can brands and advertisers do to win over customer trust and confidence? Are there media channels or types of advertising they should either favor or avoid?
The platform: Is social media worth the risk?
First impressions matter, especially as levels of trust in media across the board are low; in a recent study, only