[fusion_builder_container hundred_percent=”no” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” overlay_color=”” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” padding_top=”” padding_bottom=”” padding_left=”” padding_right=””][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” border_position=”all” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” center_content=”no” last=”no” min_height=”” hover_type=”none” link=””][fusion_text]In this age, marketing bombards people from the moment they wake up until the moment they shut their eyes. It’s hard to know who and what to trust. If the billboard, the commercial, and the newspaper ad all make different claims about different brands and products, who do we turn to for the truth about the products we’re curious about?
A new study from Nielsen says it all: everyone trusts recommendations from people they know. Additionally, the study shows the need to prove credibility: only an average of 60% of all respondents trust online reviews, editorial content, and brand sponsorships, with the latter being the least trusted of the three. We trust less when we don’t know the speaker, because we don’t know their motivations.
But there is good news. In Nielsen’s study, over 82% of people said they trust the people they know – their friends and family. That means people are 137% as likely to completely or somewhat trust advocacy than traditional mediums. We trust the people we know, because we know their motivations.
Although brands can simply buy a sponsored post, the most powerful recommendation will come from a real person, not an Instagram influencer or an online review.
Check out the full results of Nielsen’s Global Trust in Advertising Survey below.
Nielsen’s study shows advocacy is the most trusted medium to learn about a product
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