According to a new study from Wildfire, online content that encourages social interactions are likely to build trust among internet customers.
The study says that online consumer recommendations are among the most trusted sources of brand marketing. In fact, 83% of the survey participants claimed that reviews or user-generated content may impact their purchase decisions. Negative reviews—in particular—tend to impact how a customer perceives a potential purchase.
For brands, this puts more emphasis in creating content to encourage readers to create their own content. And social media provides a good platform for these customer reviews and reactions.
Social media allow customers to weigh-in on products and comment on discussions surrounding it. It also provides brands a way to react to these things.