Trust in social media is declining as disinformation and fake news proliferate, with European consumers favoring traditional media like TV and radio for their credibility. Research indicates that while audiences increasingly consume content across various platforms, legacy media remains essential for advertisers, as it offers stable viewer engagement compared to online ads. Key findings highlight that TikTok is the least trusted platform, while broadcast TV is the primary source for news and entertainment among Europeans.

The article discusses an effective advertising strategy on LinkedIn that focuses on leveraging employee-generated content (EGC) alongside user-generated content (UGC) and creator-generated content (CGC). By promoting employee posts, businesses can enhance engagement, build trust, and create a more human connection with their audience. The author highlights the importance of this approach and encourages others to adopt it for better results.

A recent study reveals that "petfluencers," or pets featured in social media posts, are generally viewed as more trustworthy than human influencers. The research found that advertisements featuring pets garnered greater viewer engagement and were preferred by consumers, attributing this preference to the perceived sincerity and authenticity of pets compared to humans. As influencer fatigue grows among audiences, petfluencers present a promising alternative for brands seeking genuine endorsements.

Ethos in digital advertising focuses on establishing credibility and trust with potential customers by highlighting character, competence, and care. Small businesses can use this approach to differentiate themselves and foster long-term relationships with their audience, ultimately leading to higher conversion rates and customer loyalty. By implementing ethos-driven strategies, businesses can effectively bridge the trust gap in digital marketing.