If you feel like “fake news” and spammy social media feeds dominate your Internet experience, you’re not alone. Digital trust, the confidence people have in platforms to protect their information and provide a safe environment to create and engage with content, is in jeopardy.
In fact, in a new Business Insider Intelligence survey of more than 1,300 global consumers, over half (54%) said that fake news and scams were “extremely impactful” or “very impactful” on their decision to engage with ads and sponsored content.
For businesses, this distrust has financial ramifications. It’s no longer enough to craft a strong message; brands, marketers, and social platforms need to focus their energy on getting it to consumers in an environment where they are most receptive. When brands reach consumers on platforms that they trust, they enhance their credibility and increase the likelihood of receiving positive audience engagement.
The Digital Trust Report 2018, the latest Enterprise Edge Report from Business Insider Intelligence, compiles this exclusive survey data to analyze consumer perceptions of Facebook, Twitter, Snapchat, Instagram, LinkedIn, and YouTube.
The survey breaks down consumers’ perceptions of social media across six pillars of trust: security, legitimacy, community, user experience, shareability, and relevance. The results? LinkedIn ran away with it.
As the most trusted platform for the second year in a row – and an outlier in the overall survey results – LinkedIn took the top spot for nearly every pillar of trust — and there are a few reasons why:
- LinkedIn continues to benefit from the professional nature of its community — users on the platform tend to be well behaved and have less personal information at risk, which makes for a more trusting environment.
- LinkedIn users are likely more selective and mindful about engagement when interacting within their professional network, which may increase trust in its content.
- Content on LinkedIn is typically published by career-minded individuals and organizations seeking to promote professional interests, and is therefore seen as higher quality than other platforms’. This bodes well for advertisers and publishers to be viewed as forthright, honest, persuasive, and trustworthy.
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Enterprise Edge Reports are the very best research Business Insider Intelligence has to offer in terms of actionable recommendations and proprietary data, and they are only available to Enterprise clients.
The Digital Trust Report 2018 illustrates how social platforms have been on a roller coaster ride of data, user privacy, and brand safety scandals since our first installment of the report in 2017.
In full, the report analyzes key changes in rankings from 2017, identifies trends in millennials’ behavior on social media, and highlights where these platforms (as well as advertisers) have opportunities to capture their attention.