In Media We Trust

This month’s issue of CTM is brought to you by guest editor, Ben Haber , EVP, Racepoint Global.

As the United States enters another presidential election season, there will be more conversation about people’s trust (or lack of trust) in the media. Media will be painted with a broad brush of distrust, just as they are in major annual reports. But we need to dig deeper here: Not all media are the same. In fact, many are very trusted by their audiences.

Business leaders and consumers trust media that impacts their industry. A report from Censuswide reveals that business leaders trust trade and business magazines and websites (76%) more than national (68%) and international news (67%). Local news is even more trusted (81%).

Now, consider that 81% of people research brands online before making a purchase, according to GE Capital Retail Bank, underscoring the value of evergreen earned content

Why it matters:

The technology purchase process is no longer a funnel. Instead, companies need a surround-sound strategy that reaches their potential buyers time after time through a range of content and channels. This is how a brand, product, or service will be top of mind when someone is ready to make a purchase. Earned media is a critical and trusted channel to reach these individuals.

Additional perspectives

• The American Academy of Arts & Sciences examines what trust in media really means.
• Morning Consult says trust in the media is on the rise.

In media and influencers we trust

Media aren’t the only sources people are turning to for recommendations. Influencers have steadily built trust with their business and consumer audiences. According to Izea, 51% of consumers have made a purchase after seeing a product used by an influencer. The same report finds that people under 45 are most willing to try a new product after seeing an influencer post about it.

I’ve written a lot about the importance of influencers:

• Five things brands should consider when developing their influencer strategy
• Why companies should prioritize micro-influencers
• The biggest mistake brands make when engaging influencers

Why it matters: 

Influencers reach people where they already are. Even with proper FTC disclosures about paid or sponsored content, influencer stories appear in-feed and feel more organic than traditional advertising. Many people opt-in to influencers they like and trust, seeking out their content. It’s like watching the Super Bowl for the commercials.

Additional perspectives

• Statistics you should know about influencer marketing, per Shopify
• 86% of marketers say influencer content matches or outperforms their brand content on social media, from Linqia

Conversation coming out of Washington, D.C. will continue to put a spotlight on trust. From trust in media, to a high-pressure showdown between the government and TikTok, there will be a focus on how people get their news and which sources they do and don’t trust.

However, it’s important to remember that these conversations are generalizations, with a heavy focus on politics. The media and influencers that most brands engage have developed trust with their audiences. Trusted communications partners can help brands engage within the complex media and influencer landscape.

What conversations matter to you? Hit us up and we’ll dig a little deeper together in a future edition.

Bob Osmond, president, Racepoint Global