Social Media Remains a Top Tool for Gaining Consumer Trust in Today’s AI-driven Marketing Landscape

Impulse buys certainly exist, but they’re not the norm. Most shoppers (almost 90%, based on some surveys) regularly conduct research as part of their purchasing process. And in today’s marketplace, the majority of that research involves tapping into the insights offered by artificial intelligence.

Research by Capital One Shopping discovered that nearly 60% of today’s consumers use AI to shop. Nearly the same percentage reports opting for ChatGPT or another generative AI platform over traditional search engines to help them find recommendations.

These statistics reveal a new reality that marketers can’t ignore: influence has shifted. The days of looking to top-tier publications for purchasing insights are gone. Those resources have been replaced by AI.

To stay relevant in the new reality, brands need to refocus. Shaping consumer trust and influencing purchasing decisions requires developing a strong presence in the places where consumers look for information. And in today’s marketing landscape, social media platforms are a key place for influential consumer research and conversations, due in large part to how AI is reshaping them. 

Social media’s AI-powered search capabilities make it a powerful tool for consumers looking for recommendations. Today’s social media users aren’t just scrolling for inspiration. Whether they’re looking for a great date night restaurant, building an itinerary for a kid-friendly vacation, or seeking size recommendations for hiking boots, they’re looking for one thing: truth.

Building a social media strategy that builds trust

Building a marketing strategy that maximizes the impact of social media requires developing a deep understanding of how today’s users engage with these platforms. Modern users do much more than share updates about their day. Social media platforms have become the go-to for news, brand information, and insights into what people really think.

From Facebook to TikTok to X, social media has become so deeply embedded in our culture that we consult it reflexively. And the AI-asset function has proven to be a complete game-changer.

If AI is the new-age encyclopedia-almanac mix, then social media is the new-age gut feeling. We absorb the feelings associated with posts as we scroll, creating opportunities to almost instinctively build consumer trust.

Yet the fact that it has become easier to reach people doesn’t mean it has become easier to influence them. Trust doesn’t come strictly through presence. The strategy only succeeds if it achieves agreement, not just awareness.

The best social media strategies will build trust through consistency. The brand won’t be the only voice on social media. It might not even be the loudest voice. What matters is that it aligns with what customers are saying about the brand. To accomplish that, brands need to show up for their market and deliver the value they promise, even before customers make a purchase.

A wellness brand, for example, makes an impact by showcasing on social media the kind of life its customers can unlock with its product. That means giving tips on how to live a healthier life for free, not just with the help of the brand’s products. It also means engaging with people who want to better understand the brand, responding to inquiries, and being adaptive and flexible in ways that add value to consumers.

Staying focused on the factors that matter

There have been marketing experts who’ve argued in recent years that social media is dead, but this is far from true. Social media isn’t going anywhere (not anytime soon, at least).

If you are seeing less of a return than you once did, it’s not because social media can no longer deliver. It’s about your strategy. Social media platforms are the same ones they were years ago, but using them effectively requires a complete change in perspective.

The path to influence has shifted, and your strategy needs to as well. Welcome to the content and interest marketing era.

Aligning with the new perspective requires accepting that more followers don’t automatically mean more revenue. Sales will happen, but they won’t happen immediately or automatically. Brands need to take social media users on a journey. Convince them you’re worth their time, and they’ll become followers. Build trust and foster loyalty through valuable content, and they’ll become customers.

The key to gaining trust and influencing consumer decision-making is building a solid relationship with the audience. Social media is a great platform for sales, but brands can’t fixate on making the same. If you’re using your digital real estate to try to sell every five seconds, you’re using it wrong. The right approach is to use the space to tell stories that consumers can relate to.

In order to get courtside seats in their target market’s algorithm, which should be your goal, brands need to clearly determine who they’re trying to convert in the first place. When you know that, you’ll have a better picture of the everyday human experiences you can share with them. Figure that out, and you’ll know what story to tell.

To thrive in the age of AI, marketers need to adopt new perspectives that focus on establishing authentic connections and adding value to the consumer experience. The content and interest marketing era pushes brands to dig deeper, hold on to our humanity, and foster relationships with our customers. Social media has the potential to accomplish that, provided we use it strategically.