The explosion in vertical video is creating both opportunities and challenges for the Story format. Stories are evolving quickly on Instagram and remain a top venue for influencer activations. But Twitter’s decision to kill off Fleets shows they aren’t popular on all platforms.

This includes socially responsible investing options, direct indexing, and access to two cryptocurrency trusts. Robo-advisors could tap social channels to propel their younger investors' acquisition efforts.

Now, it is on a pronounced push to win marketers’ trust—and attract a larger share of their budgets. Throughout the past year, it made significant moves to bolster its standing among marketers, including:. Overhauling its branded content policies to take greater control over influencer activities. Implementing new social commerce capabilities to enable more shoppable content on its platform.

Many consumers don’t think politics and influencers should mix. In a CivicScience survey from February 2020, around the time of then-presidential candidate and former Mayor Michael Bloomberg’s meme drop, just 14% of US internet users strongly or somewhat supported political campaigns working with influencers. There’s also an issue of trust.

Consumers view nano- and micro-influencers as “people like me,” which makes them more likely to trust and take action based on their recommendations. They’re also less expensive: According to June 2021 HypeAuditor data, 70.7% of influencers with 1,000 to 10,000 followers charge up to $100 per Instagram post, while 76.9% of influencers with over 1 million followers charge $1,000 or more.

Our “Banking Digital Trust Report 2021” also showed that there’s a tangible benefit to banks that can cement customers’ trust. Some 38.8% of our survey respondents who had high levels of digital trust said they would open their next account with their current bank, versus just 21.3% of respondents with low trust levels.

Brands have an advantage over peer-to-peer marketplaces: They can more easily gain consumer trust by guaranteeing the authenticity and condition of their secondhand offerings.

Respondents gave poor satisfaction marks on whether banks help save them money and time, grading these areas lower than trust and digital channels. J.D. Power also found that 61% of consumers are often unaware or unsure about their bank’s anti-overdraft fee measures—despite how pervasive these changes have been across the industry recently.

The influencer marketing industry is changing, and the pandemic is propelling many of the major shifts in the market.

Boomers listen to other boomers—they’re their must trusted social influencers. When a product or service works, they’ll tell their friends. And when it doesn’t work, they’ll tell their friends. Or post a review online. Boomers want to be seen as vibrant and alive—or at least capable of handling their own health matters.

More than three-quarters of kids said they "trust YouTubers over commercials on recommendations on what to buy," according to a March 2019 study from Insight Strategy Group. One caveat is that younger kids might not be able to differentiate vlogger authenticity from paid promotions. Still, influencers are an effective push to purchase among younger consumers.

“People come to me and they might buy my hairspray—not because I'm a girl with long hair that uses hairspray—but because I have an audience that trusts me, because they know me intimately and everything about my life. So, when I tell them that's the best hairspray, they fully trust it. I have authority with them.”. Key Takeaways.

US households trust banks far more than Big Tech for handling their personal data, per a Bank for International Settlements survey from June. The controversies surrounding leaks and testimony from former product-manager-turned-whistleblower Frances Haugen, combined with the recent outage, will only widen this trust gap.

Reports from platforms like YouTube and TikTok have indicated users are interested in purchasing products live when recommended by creators they trust, hence why social platforms have launched funds and other features to attract and keep creators on board.

Traditional Financial Brands Have a Gen Z Trust Problem. Gen Zers tend to distrust conventional financial institutions and question whether these companies and brands really understand their attitudes and needs. They worry that traditional banks will ignore or misunderstand them and don’t consider them a top resource for financial information.

The major social platforms hit the ground running in 2021, making substantial investments into many of today’s top social trends: audio, influencers, and short video, to name a few.

This activity will generate an upward adoption spiral: Firms moving into crypto will generate more trust in the industry, attracting more consumers, which in turn will induce more firms to add crypto services. DeFi may face its first major hurdle imposed by the SEC.

Brands that line up with Gen Z’s sensibilities around environmentalism, sustainability, and social justice will have a better chance of gaining their trust. Acting on the Opportunity: Brand Examples From Canada. Best practices for targeting Gen Z in Canada have emerged, featuring brand messaging that appeals to teens and young adults.

How this could backfire: Consumers wary of stealthy recording devices may think the glasses are at odds with Facebook's stated “pivot to privacy,” which could derail the company’s efforts to build public trust. That trust is already abysmal.

“If an influencer is showing off a product that they like, particularly for the kid audience, the line is blurred when it comes to whether they’re legitimately interested in this thing vs. whether they’re selling it and they’re being paid for it,” Preston said.

Low Trust in the Healthcare System. Despite rising anxiety about health-related issues, Gen Z has lower overall confidence and trust in the healthcare system than older generations do. In January 2021, just 59% of 18- to 29-year-olds said they trust their primary physicians, compared with 90% of respondents ages 60 and up.

The neobank engages an army of influencers—some with over 1 million followers, per customer engagement platform MoEngage—helping it reach millennials and Gen Zers through their preferred platforms and trusted sources. Weakness: Product differentiation.

Taking on more of an “influencer” or “educator” role and working to improve digital fluency across their organizations to boost buy-in and facilitate scaling of digital solutions and to integrate digital into company strategy at a fundamental level.

Beyond direct digital channels, insurers should engage on social media—including TikTok to reach the youngest prospects—by responding to consumer posts, launching interactive campaigns, or working with influencers. They should also integrate offline and online channels: UK-based insurer LV= allows consumers to scan its flyers with a smartphone camera to access a 3D house model.