Video is the best medium of communication to establish trust followed closely by audio, imagery and texts.
Businesses should identify and embrace the topics that matter the most to their community by monitoring engagement, comments, likes and clickthroughs. Marketers should then identify the “trust language” of their target audiences and build their strategies around that.
Marketers should reflect vulnerability in their communications as being more guarded with the language can diminish trust in brands. A recent YouTube/Google seminar highlighted that unpolished productions performed as strongly as or better than other traditional ads.
Organisations should also ensure they communicate their values to users through their actions and advertising to build trust. Instead of segmenting the audiences based on broad demographics, marketers should do value-based segmentation. Businesses should also work with like-minded individuals that share the same goals.
[4 minute read]