With social media being an increasingly important aspect of people's lives, brands face a challenge in earning their trust.
Every day, as you browse through your feeds, you will see posts that have been perfectly crafted. AI copywriters are generating captions and content that are high quality, yet fake. Fake reviews are on almost every platform and engagement numbers are artificially boosted. Due to the increasing ease of creating content through AI and automation, there is a growing divide of credibility in the world of social media marketing.
Audiences are less impressed with perfection.
What they want is authentic social media content that appeals to them in a way that feels credible, truthful, and human like them.
To help brands rebuild brand trust on a social media platform in a time of bot and algorithm-driven content, we’ll break this down.
Why Social Media Trust Is at an All-Time Low
Before fixing the problem, it’s important to understand it.
1. Bots & Fake Engagement
Followers, Pods, Bots and other artificial boosting methods can create fake metrics that make a company appear successful when they've actually hurt their reputation and the trust of their target audience.
Indicators that you have lost your audience's trust:
Advertising fake followers
Generic comments
Unrelated engagement
Once your audience feels you have betrayed them there is no way to redeem yourself through traditional marketing strategies or Social Media Marketing (SMM).
2. Fake Reviews & Overpromising
Reviews posted on social media and Google tend to create false impressions of a brand or service, but today’s consumers prefer real opinions from people rather than just receiving 100% positive feedback.
When a brand has numerous reviews that are all positive, it raises immediate doubts in consumers. Authentic content will help brands develop brand loyalty and recognition over time, while fake proof will destroy a brand’s reputation forever..
3. Overuse of AI Content
Artificial intelligence can provide support; however, if every piece of content (including posts) utilises similar forms of writing that are too polished or expressionless, then brand identity will be lost and no longer unique.
Therefore:
The audience doesn't relate to the content.
They relate to the authors of those particular content pieces.
The Shift: From “Perfect” to “Human” Content
Trust today is built on relatability, transparency, and consistency, not viral hacks. This is where human-centered marketing wins.
Here’s how to rebuild it:
1. Show the Humans Behind the Brand
One of the best ways to engage your target audience through your social media accounts is to showcase the individuals who represent your brand.
Effective elements include:
Original content from behind the scenes
Introducing members of your team
Providing insights into how your founders work and him/her in a day-to-day setting
Demonstrating a human presence on social media increases overall trust significantly more than just using professional-looking graphics and photographs.
2. Be Transparent to Build Brand Credibility Online
Authenticity in social media content comes from being open and transparent about your product.
When attempting to establish confidence through open communications:
Set realistic expectations
Brands that are able to create trust with consumers on social media do so through the use of open communication.
3. Replace Fake Reviews with Real Stories
A single authentic experience can be more powerful than tens of inauthentic testimonials.
Better alternatives:
Case studies
Client journey posts
Screen captures showing actual response
By utilizing this type of content we help our social media communities establish their trustworthiness and build upon their long-term loyalty.
4. Use AI as a Tool, But Keep the Human Voice
Assistive AI in terms of social media management is intended to help, but don't provide a replacement for your company's unique brand voice.
Best practice:
Use assistive AI technology for idea generation and organization.
Incorporate human emotion, and insight, into your communications.
Communicate as if you are a real person, as opposed to being a robot-like prompt.
If your communication is like other people's, consider re-evaluating your overall social media marketing strategy.
5. Engage Authentically to Improve Social Media Trust
It's the conversations that define engagement; not the numbers.
Here are ways you can promote organic growth in social media.
Respond to comments with intention
Personalize your responses to private messages (DMs)
Respectfully acknowledge and respond to criticisms
Building authentic engagement creates real credibility for your brand online.
6. Be Consistent, Not Viral-Obsessed
Without a strategic goal when participating in trends, the brand image will be degraded in regards to its presence on Social Media..
Instead:
Stick to your brand voice
Deliver valuable content on a regular basis
Prioritise trust instead of simply growing your audience
Trust is built slowly, but once earned, it compounds.
The Future of Social Media Marketing
Authenticity is the most important differentiating characteristic in an increasingly automated world.
Social media trust, transparency, and the ability to create a human connection will always give brands a competitive advantage over those who pursue faux engagement and take shortcuts.
Consumers do not trust brands simply because they sell products; they place their confidence in brands that listen to them, have common ground with them, and provide an emotionally honest experience.
Ready to Build Trust, Not Just Followers?
If your social media experience feels:
Disconnected
Too much Automation
Little to No Engagement when you provide high-quality content
It would be beneficial to create a Human First Social Media Strategy.
At ScaleOXperts, we work with Brands to create a genuine presence on social media, develop trustworthy content and convert your followers into loyal customers.
We can assist with giving your brand a Human Face again. Our team provides expert social media management service that delivers trust and genuine results.