influencers aren’t as influential as they once were
&
the creation of modern content experiences is shown to be one of the most effective ways to build trust
But
Only 5% said they’re more likely to purchase new brands instead of brands they trust.
Is owned media the new influencer channel?
Is discovery dead?
What makes consumers trust brands?
I think this is the shine coming off TikTok.
Consumers know influencers are the new sales people and they’ve been burned one too many times by crap products, which makes them wary of unfamiliar brands too. So they’ll check out the brand’s channels to see if they’re legit, which means investing in content.