Redefining Social Media & its Role in Discovery & Consumer Trust 

It’s no secret that consumers are trusting brands less and less, and in the ever-evolving landscape of social media, this is no exception. With factors like privacy issues, sponsored content, and the rise of AI all contributing to a decline in brand trust, the need to diversify social media strategies has never been more important—particularly during the research-to-buy phase, where consumers are viewing brands through a more sensitive and sceptical lens. 

As social media users gravitate towards platforms like TikTok, Instagram, and Pinterest to conduct their own research when considering a purchase, understanding the impact this phase has on consumer purchasing behaviours is vital for crafting a successful social media strategy. 

Brands failing to build social strategies around the research-to-buy phase and falling into the pitfalls of a historically linear, outdated ‘tap-to-shop’ mentality might find themselves in some trouble. 

How have social media behaviours changed? 

In a post-pandemic world, social media users are no longer purchasing at the point of inspiration and instead have become more sensitive to brand transparency, sustainability, relatability and connection. With many going out of their way to conduct their own research to fill these gaps.  

This shift has seen users (particularly Millennials and Gen Z) gravitating to social media over traditional search engines, with platforms like TikTok offering an authentic and tailored search experience. Social users can now discover through an entirely personalised search feed; being delivered ‘information’ from influential or relatable sources outside of brand-owned media.  

It’s here that brands can find immense value in strengthening their credibility and aiding in converting curious customers by embracing the new dynamic of social discovery.  

With vanity metrics such as follower numbers no longer contributing solely to brand credibility, it is these sources that are ultimately lending themselves to strengthening trust whether contributed through owned or earned media. 

When considering the research-to-buy phase in this journey, brands that are filling information gaps, producing valuable content for their audience and connecting beyond a transaction are those being noticed (and rewarded) by social users, despite their critical lens. Because ultimately selling a product on social media is not enough anymore. 

How are audiences using social media to discover brands? 

With in-platform search functions making it easy for users to research and engage in brand content it is important for brands to consider how (and if) their content is being found by social media users.  

Instagram and TikTok’s search bar functionality allow users to search for brands, products or things they care about with specific terms or hashtags tailoring content to their needs. 

TikTok’s Creator Search Insights can be a helpful tool for brands to consider how captions, hashtags, and on-screen text impact visibility during the search phase, with all three tactics essentially acting as keywords that enhance discoverability. Brands can start leveraging these tactics and reach more users by focusing on both ‘trend discovery’ and ‘search discovery’ while asking key questions such as: ‘What keywords will push my content to the For You Page?’, ‘What terms are being searched by my audience?’, and ‘How do these terms relate to my brand or product?’

While this kind of tool is not available (yet) across Instagram, the use of cleverly implemented hashtags behave much the same. With hashtags acting as an indicator to the algorithm on where (personal feed or the Explore Page) and who it should share your content to. 

How can brands build trust and connect with users as they search? 

Social media plays a vital role for today’s social user who considers discovery foundational to their experience with a new brand. With consumers becoming more aware of value, meeting the demand for ‘information’ and ‘credibility’ can aid brands in building a bridge between considering and converting. But how can brands avoid the disconnect while users are researching?  

Edu-taining Content 

With 69% of social media users only trusting a brand after conducting their own research, it is crucial that brands offer content that fills information gaps as users search.  

Brands have the opportunity to educate during the research-to-buy phase with educating and entertaining content that steps beyond generic brand, product or promotional messaging. Aiming to position your content to ‘answer a question’ for users while they research and engage with your brand is a great springboard for content ideation.  

A great place to start is by considering some of the most common questions customers are asking in-person or online and producing dedicated content that answers these concerns. 

Authenticity 

In a digital space where social users are yearning for a sense of belonging and connection, showcasing authentic content is key in both creating a sense of community but also fostering loyalty, trust and relatability.  

Brands like Brooki Bakehouse are nailing this strategy by offering users an exclusive and raw look into the realities of the brand from running the bakery to behind-the-scenes or ‘day-in-the-life’ content that has built a strong connection with the community.

The Power of Influence  

Combining brand owned strategies with influencer and content creator partnerships can make all the difference in converting curious browsers and is a powerful tool brands can use across the entire journey.  

These partnerships can help to strengthen brand affinity during the research phase with influencers offering a ‘real-world’ insight. 

With 53% of Australian consumers trusting an influencers recommendation over brand, these campaigns have become pivotal to reaching users as they search and strengthening trust in your brand to convert.  

Employee Generated Content (EGC) & User Generated Content (UGC) 

Like the power of influencers, EGC and UGC lends itself to ‘peer influence’ with consumers more likely to trust the opinions and experiences of those that have an authentic view of your brand. Utilising employee generated content and user generated content are both key content pieces that help to strengthen brand authenticity and relatability. This form of content offers a human insight into your brand, your story and your people highlighting relatable and real moments that help your audience to feel connected with your brand and part of a community.  

It is this sense of connection that can both strengthen mental availability and credibility.

Brands like FAYT the Label and Jaz Hand Made are perfect examples of how delivering authentic, low-fi content from employees strengthens brand love, authenticity and ultimately conversions with real and relatable moments that aren’t necessarily product or even brand led. 

Nailing your social media strategy. 

Ultimately, the key to nailing your social media strategy lies in creating a comprehensive approach that recognises the importance of transparency, relatability, and authenticity. Wondering how we can help you get there? Get in touch with our team and let us lend a hand in strengthening your presence and driving long-term success in the 2024 social media landscape.