Brand trust: What it is and why it matters
![](https://media.sproutsocial.com/uploads/2024/05/Brand-trust-social-media_Final.png)
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Consumers—especially Gen Z—are pickier than ever. Prices are higher and the economy is in flux, meaning they need to make sure every box is checked before making a purchase. Is the product high quality? What do other people say about their experience with the brand? Is there something better out there?
Brand loyalty, once commonplace, is rare at best. The race to winning over consumers is intensified by challenger brands disrupting every industry. With so many alternatives to choose from, emerging on top requires gaining deep brand trust—from creating the best quality products to being transparent about business practices to aligning with the values of your audience.
The traditional channels that organizations relied on years ago to build brand trust aren’t guaranteed to work now. According to a Q1 2024 Sprout Pulse Survey, 78% of consumers (and 88% of Gen Z) agree a brand’s social media presence has a larger impact on whether or not they trust a brand compared to a year ago.
People use social as an avenue to discover new products, shop their favorite influencer’s picks and purchase directly from the apps themselves. Which means building hard-earned brand trust on social is make or break, and requires thoughtful reputation management.
Read how you can build and measure brand trust (especially on social media) and learn from other brands leading the way.
What is brand trust?
Brand trust is how much consumers perceive they can rely on your brand to fulfill its promises. Those promises include:
- Your brand values and mission
- The quality of your products or services
- Supply chain transparency (e.g., certifications, eco-friendly, etc.)
- The honesty of your advertising claims (e.g., health claims, product longevity, research efficacy)
- Your treatment of employees and manufacturers
- Customer service and care practices
This trust is established through consistently carrying out your promises across channels and touchpoints. For example, by responding to customer questions promptly on social media, audiences will trust that your brand is committed to providing excellent service and support. In fact, according to Q1 2024 Sprout Pulse Survey data, how quickly brands respond on social has the second greatest impact on whether or not consumers trust a brand.
But brand trust refers to more than your current customers’ sentiment toward your brand. It’s also relevant within your industry and among consumers in general. While building brand trust should correlate with increases in sales and retention, it can also positively impact share value and extend your brand awareness.
Why building brand trust is important
Brand trust is more than a “feel good” goal. It’s a concrete way to drive profitability and expansion. While no brand can win positive public favor all the time, those that maintain long-term trust with consumers are more likely to beat out the competition and rise to the top of their industry.
Enhanced loyalty and retention
When you establish brand trust, consumers are more likely to remain loyal over the long haul and continue to purchase your products and renew their contracts. By cultivating a brand experience built on trust, you boost your customer retention rates, reduce churn and drive sustainable business growth.
Customer advocacy and evangelism
Trustworthy brands boast higher levels of customer advocacy, which leads to powerful word-of-mouth recommendations and a formidable brand reputation. Brand trust can differentiate your brand from competitors, attract new customers, and create valuable opportunities for future partnerships, collaborations and case studies.
Increased customer lifetime value
When consumers trust brands, they are more likely to continue to engage with the brand over time, make repeat purchases, and upgrade to higher value products or services. The most trusted brands can roll out premium pricing while continuing to attract new, long-term customers. Trust ensures business health and revenue generation for years to come.
How to build brand trust
While understanding what brand trust is might be relatively straightforward, building it is much more complex. Especially on social media where consumers openly demand more from brands. Building brand trust must be a well-choreographed effort that encompasses everything from your operations to your social content strategy.
Prioritize consistent messages
For consumers to trust your brand, your messages and actions need to be in lockstep. For example, if you claim to be an eco-friendly company, that should come across clearly in your social content, website, email marketing and traditional advertising efforts. Take Grove Collaborative, the sustainable cleaning products brand who carries their key messaging across touchpoints, including their social channels and website.
While your tone doesn’t need to be the same on each channel, the underlying message and values should. A coherent brand identity reinforces trustworthiness and brand recall. Consumers say the content brands post on social has the greatest impact on how likely they are to trust them, according to our Q1 2024 Sprout Pulse Survey. Another Nielsen study confirmed that brand recall, or how much consumers can remember about your brand, is just as critical to growing consumer perception on social media as it is on more traditional channels.
Use AI thoughtfully and ethically
When it comes to AI, social media users are still largely split on how they feel about brands using it. According to a Q1 2024 Sprout Pulse Survey, almost 74% agree or strongly agree that they’re comfortable with brands using AI to deliver faster customer service on social. But another 26% say they would be distrustful of brands that post AI-generated content.
If you experiment with AI in your content creation or customer care workflows, be transparent with your audience to preserve trust. Let them know when they’re talking to a bot or viewing an image or video crafted by AI. Be sure to emphasize that humans are still the crux of your brand and running the show.
![A chatbot message from Sprout Social on X (formerly Twitter). In the message, the chatbot introduces itself.](https://media.sproutsocial.com/uploads/2024/04/Screenshot-2024-04-30-at-3.59.50 PM.png)
Put social media at the center of your care strategy
It might seem simple, but leaving a positive impression on your customers and community members is one of the easiest ways to build brand trust. Especially on social media, which is quickly becoming the epicenter of care in today’s customer journey.
According to The 2023 Sprout Social Index™, 51% of consumers think the most memorable thing a brand can do is respond to customers on social. Another 76% notice and appreciate when companies prioritize customer support and value how quickly a company can respond to their needs.
![Data visualization from The Sprout Social Index™ 2023 that states 51% of surveyed consumers say the most memorable brands on social respond to customers.](https://media.sproutsocial.com/uploads/2023/10/1_1-Index-2023-What-Consumers-Want-Chart-3.png)
Actively engaging with your audience, acknowledging positive and negative feedback, and addressing concerns in a timely manner will foster a sense of transparency and connection. Putting social customer care and service at the center of your customer experience strategy will set your brand apart from the competition, supporting retention and evangelism.
Work with the right influencers
Almost half (47%) of marketers consider influencer marketing key to enhancing brand authenticity and trust, according to a Q3 2023 Sprout Pulse Survey. Another 87% say influencer marketing has a significant impact on increasing brand reputation.
By partnering with influencers who are seen as trustworthy, your brand appears more trustworthy by association. Of course, making sure the influencers align with your brand is critical. Though they don’t have to be expected (we’re looking at you, Michael Cera and CeraVe), influencers should be compatible with your brand values and target audience. Ensure the influencers you work with comply with the same consumer best practices and laws that you do.
Shine a spotlight on the people behind your brand
Humanize your brand and build trust by pulling back the curtain on the team who makes your brand everything it is. Many consumers wish they saw more brands being transparent about business practices on social, according to the Index. The best spokespeople for your brand and its operations are your frontline employees.
A Q4 2023 Sprout Pulse Survey found that 48% of consumers want to see brands feature more of their employees in their social content. Like the Mayo Clinic, who often features their volunteers, physicians and other personnel in social posts.
This could also apply to executives and other thought leaders who amplify their brand’s credibility on social (and in other ways, like conferences) by sharing their expertise on relevant topics. By consistently providing a valuable point of view, thought leaders can inspire confidence in your employer brand. They also bring transparency to their business’ decision-making processes—demonstrating openness and sincerity.
How to measure brand trust
The impact of brand trust (or mistrust) is palpable. But the exact metrics needed to measure and prove out the effectiveness of your efforts can seem elusive. Here are a few key KPIs to consider when benchmarking your current rate of brand trust and charting future goals.
Sentiment
Sentiment analysis describes the process of retrieving information about a consumer’s perception of a product, service or brand. While social listening and sentiment analysis can be done natively in each network, using tools to monitor online conversations and sentiment enables brands to easily keep a pulse on brand trust trends and shifts.
![A preview of Sprout’s Listening dashboard highlighting Sentiment Summary and Sentiment Trends.](https://media.sproutsocial.com/uploads/2024/01/PI_Listening_Performance_Sentiment_Summary-1.png)
Engagement metrics
Tracking likes, shares and comments provides insight into how well a brand resonates with its community on social media. Higher levels of positive engagement typically indicate a stronger level of trust and brand affinity.
Lower engagement metrics don’t necessarily indicate brand mistrust, but they do reveal room to improve. Brands with an engaged community that prioritize audience interaction are seen as reliable sources of information and part of the cultural zeitgeist.
Ratings and reviews
Customer reviews and ratings on social platforms and review sites (e.g., G2, Google My Business, Yelp, Trip Advisor) help marketers track brand trust over time. These reviews arm brands with voice of the customer feedback they need to refine product development and user experience.
![Preview of Sprout’s review management dashboard showing sources, ratings and tags.](https://media.sproutsocial.com/uploads/2024/03/PI_Reviews_All_Networks.png)
Customer loyalty
Measuring retention, referrals and customer lifetime value are essential pulse checks to understand the health of your business. If your customers aren’t staying loyal to you, it means they don’t trust you with providing them with enough value to justify staying put.
Net promoter score
Collecting data directly from customers through surveys, polls and feedback forms can offer valuable insights into customer perception of your brand. Marketers should ask specific questions related to trust, credibility and accountability to gauge customer sentiment accurately. Gain specific insight into your net promoter score—or how likely a customer is likely to recommend your product or service—by asking how likely customers are to refer others to your business on a scale of zero to 10.
User-generated content
The volume of user-generated content and the feedback provided by your brand advocates can tell you a lot about your brand’s health. Identifying and tracking brand advocates can help you gain insight into the level of brand trust and loyalty among customers.
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