Consumers trust other users’ experiences more than corporate advertising. Employee-generated content receives 8 times more engagement than brand messages (LinkedIn, 2023).
Example: Tesla has built its brand without investing in traditional advertising, relying on the virality of its customers’ testimonials and the media presence of its CEO, Elon Musk.
The impact of trust on sales conversion
Imagine you need to buy a new laptop. Two options appear on your screen: a well-known brand with hundreds of positive reviews and a lesser-known brand with attractive prices but no visible reviews. Which do you choose? Most consumers would opt for the former, not necessarily because it’s the cheapest or best in terms of specifications, but because they trust it.
Trust is a key factor in purchasing decisions. 81% of consumers say that trust in a brand is a fundamental requirement for making a purchase (Edelman Trust Barometer, 2023). This finding is not surprising considering the current landscape: choice overload, the rise of e-commerce, country email list and growing distrust of traditional advertising have led consumers to seek reassurance before making a decision.
Why trust is the new conversion engine
For years, marketing has sought to generate sales by repeating advertising messages and emphasizing product features. However, in a world where consumers have immediate access to detailed information, this strategy has lost its effectiveness. Instead, brands that generate trust have achieved higher conversion rates without needing to bombard their audiences with invasive advertising .
Some key factors that explain this phenomenon:
- Greater purchasing confidence: A consumer who trusts a brand is willing to spend more without the need for additional incentives such as aggressive discounts or last-minute promotions.
- Reducing friction in the purchasing process: If a potential customer perceives that a brand is transparent, has good reviews, and is endorsed by other consumers, maximize reach with bulk sms buy the time between consideration and purchase is reduced.
- Less reliance on paid advertising: When trust is established, consumers actively seek out the brand rather than being constantly persuaded through ads.
A clear example of this is Apple , a company that rarely needs to convince its audience with aggressive advertising. Instead, it has built a community of loyal users who trust the quality of its products, which translates into repeat purchases and an organic referral effect that reinforces its reputation.
How influencer marketing strengthens trust and conversion
Influencer marketing has proven to be one of the most effective strategies for authentically building trust. Instead of relying on corporate messaging, brands can leverage the credibility of content creators who already have an established relationship with their audience .
According to Nielsen , 92% of consumers trust recommendations from real people more than traditional advertising (Nielsen, 2023). This explains why campaigns fanto data with well-chosen influencers often generate higher conversion rates compared to paid ads.
An example of this is the cosmetics brand Glossier , which has based much of its growth on the community of users and influencers who share real-life experiences with its products. Instead of focusing on celebrities, Glossier has used micro-influencer strategies to build a relatable and trustworthy brand perception , resulting in extremely high conversion rates and loyalty.
