The shift in how people make their decisions online continues to fluctuate. Ten or so years ago, brands dominated the conversation. Nowadays, however, creators seem to be in the driver’s seat, and Instagram is a prime example of a platform where this is happening.
Consumers seek out genuine creators for more than just entertainment. They want recommendations. A detailed review from a creator is worth more than a brand posting an ad and trying to persuade potential customers.
Let’s break down why the trend of consumers trusting creators more than brands is noticeable on Instagram.
The Dawn of the Trust Economy
Traditional advertising hardly cuts it anymore, especially for users browsing social media. It’s easy to spot scripted marketing messages and paid promotions. Shilling for a corporate enterprise when it’s obvious is hardly a successful marketing campaign strategy.
Virtually everyone has access to a smartphone and an internet connection. They are free to post online, and it’s why trust has become such a valuable asset.
Brands have lost the position of holding that trust. It’s the creators who hold it now. Not to mention Instagram’s own algorithm. It rewards content creators who spark real conversations rather than those who fake views and likes.
Why Users Trust Creators
First and foremost, creators feel human, not corporate. They show their lives behind the scenes. Mistakes, laughter, and lowlights all feel genuine and relatable.
Brands that force this still have structure and feel disingenuous. At the end of the day, it’s that human connection that drives trust.
Storytellers are also more relatable because they share an experience. For example, how a product solved their problem, what went wrong, what they liked and disliked, and so on.
Trying a product in real environments is another instance where creators shine. For instance, wearing a waterproof raincloak in a storm and filming it (with all the safety precautions taken, of course) does more than a hundred staged fluff pieces ever could.
Parasocial Relationships
Social media users hardly reflect on the influence content creators have on them. A one-sided bond, often referred to as a parasocial relationship, is one of the primary reasons why followers form a connection with the creators they follow.
From a regular user’s point of view, you see what the creator eats, does, and thinks on a daily basis. It’s like you know their routine. And even though you never meet them in real life, you still feel like you know them. Such familiarity encourages trust.
Micro-influencers, in particular, benefit from parasocial relationships. They nourish tight-knit communities by interacting with the audience as much as possible. Genuine conversations are an integral part of the intimacy that brands won’t replicate.
What Brands Should Learn From Creators
Genuine creators are more than just influencers. They are considered trusted advisors. Brands that want to remain relevant have to adapt to the changes.
Start by letting creators lead the creative process. If you are handing them a script, make it flexible. Creators are the voice, and they should be in charge of the style and storytelling.
Next, try to partner long-term. One-off campaigns have their uses, but long relationships build credibility for both creators and brands.
Then, try different advertising methods. Whether it’s running Partnership Ads or repurposing old content, you never know what might click with an audience.
Naturally, some ideas might not be as effective as others. Hence, prepare to test different variations to determine what works and what needs adjustments or a complete overhaul.
Finally, encourage creators to be honest and post behind-the-scenes footage. Show the consumers who is working and what the process is like on a regular day.
Closing Thoughts
There are two main reasons why consumers trust creators more than they trust brands. The first is that creators feel human. And the second is that brands don’t feel human. Simple, but it’s true.
Instagram is a platform where connection and authenticity matter more than ever, and creators hold the power at the moment.
That is not to say that brands are at a disadvantage. They can still benefit by collaborating with creators.
If anything, collaboration feels like the future of digital marketing. Brands that embrace creators can expect to nurture a relationship and create an ambassador, while also boosting their brand identity. And by amplifying the creator’s voice and authenticity, winning the trust of a modern consumer becomes a manageable task.