Facebook deemed most trusted channel for branded content

Respondents to an Acquity Group survey gave the social network the best average scores. A caveat: The most popular channels all fell in the middle range, from 4 to 6, on scale of 1 to 10.

Consumers say Facebook is the channel in which they are most likely to trust content created by a brand/company, according to a recent report from The Acquity Group.

The report was based on data from a survey of more than 2,000 consumers in the United States.

Respondents gave Facebook an average score of 4 as a trusted source of content from brands (1 = most trusted; 10 = least trusted). Magazines and newspapers ranked second (4.4 average score), followed by email and television (5.3 average score each). Download this free white paper to learn how to tell compelling stories that navigate through the noise, boost your brand and drive sales.

Younger generations are more likely to trust social media channels than their older counterparts are: Some 29 percent of consumers ages 18-22 and 32 percent of consumers ages 23-30 rank Facebook as the most trusted content channel, whereas only 16 percent of consumers ages 52-68 do so. Older consumers are more likely to trust traditional media sources, such as print (27 percent).

Below, additional key findings from the report.

Advertising effectiveness on new customers

Television and print media advertising remain the most effective channels for engaging new customers: Some 57 percent of respondents say they have tried a new product or service as a result of an ad campaign on TV, and 38 percent say they have done so because of a print campaign.

Older audiences are more likely to have tried a new product as a result of a brand’s sponsored ads or native advertising via traditional forms of media (such as TV or newspapers), whereas younger generations are much more likely to have tried a product after seeing brand content on social or new media.

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. His past experience includes working for Google/YouTube, the Travel Channel, AOL and the New York Times. A version of this article originally appeared on MarketingProfs.


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