Post by account_disabled on Oct 9, 2023 5:02:00 GMT
It’s a pivotal question for marketers who must carefully decide how to allocate their budgets: Where are our ads most likely to drive engagement and make an impact with our audience?A new report from eMarketer’s Insider Intelligence examines one crucial dimension of this equation: trust.Digital trust is the confidence people have that a platform will protect their information and providea safe environment for them to create and engage with content, including advertising and sponsored content,” explains the Digital Trust Benchmark Report 2021. “We believe that when social media users feel that a platform prioritizes the privacy and safety of its users, they’re more likely to perceive that environment as trustworthy.”
It’s a belief supported by the survey’s findings Phone Number List which reflect sentiments and perceptions from 1,730 U.S. social media users. The report is organized around five core pillars of digital trust, ranking nine platforms in each category and analyzing their relative impacts on ad engagement.The full study is worth your time, buthere’s a quick overview of those five pillars and what advertisers should know about them.Pillars of Digital Trust: How They Affect Engagement with Social Media AdsSocial media users pointed to Security as the No. 1 factor affecting their decision to interact with ads or sponsored content, with more 52% of respondents in the survey describing it as “extremely impactful.” That pillar sits atop four others, which are listed below in order of reported impact on ad engagement:
Survey respondents were asked to rate how well social media platforms protect their privacy and data. It comes as no real surprise that this pillar ranked as the greatest influencer of trust and ad engagement, because the matter is top-of-mind for internet users around the world these days.#2: LegitimacyThis pillar refers to the presence of deceptive content on a platform, such as “disinformation, fake news, scams, and clickbait.” At LinkedIn, we take pride in hosting a purpose-driven professional community that inherently minimizes this type of content, and we’re glad to see users agree as they ranked usas the most trusted of the nine platforms for Legitimacy.3: CommunityCommunity is a central aspect of social media; people come to these platforms in large part so they can network, interact, and engage with others. Creating a safe and comfortable setting for these activities is paramount, especially since many social ads are designed to generate conversation and user input. We were thrilled to see that we rose from No. 2 in this category last year to the top of the list in 2021. And, it was great to hear from eMarketer about why they see our community as safe and comfortable for our members as we do continue to strive toward creating and maintaining a safe environment for all:
It’s a belief supported by the survey’s findings Phone Number List which reflect sentiments and perceptions from 1,730 U.S. social media users. The report is organized around five core pillars of digital trust, ranking nine platforms in each category and analyzing their relative impacts on ad engagement.The full study is worth your time, buthere’s a quick overview of those five pillars and what advertisers should know about them.Pillars of Digital Trust: How They Affect Engagement with Social Media AdsSocial media users pointed to Security as the No. 1 factor affecting their decision to interact with ads or sponsored content, with more 52% of respondents in the survey describing it as “extremely impactful.” That pillar sits atop four others, which are listed below in order of reported impact on ad engagement:
Survey respondents were asked to rate how well social media platforms protect their privacy and data. It comes as no real surprise that this pillar ranked as the greatest influencer of trust and ad engagement, because the matter is top-of-mind for internet users around the world these days.#2: LegitimacyThis pillar refers to the presence of deceptive content on a platform, such as “disinformation, fake news, scams, and clickbait.” At LinkedIn, we take pride in hosting a purpose-driven professional community that inherently minimizes this type of content, and we’re glad to see users agree as they ranked usas the most trusted of the nine platforms for Legitimacy.3: CommunityCommunity is a central aspect of social media; people come to these platforms in large part so they can network, interact, and engage with others. Creating a safe and comfortable setting for these activities is paramount, especially since many social ads are designed to generate conversation and user input. We were thrilled to see that we rose from No. 2 in this category last year to the top of the list in 2021. And, it was great to hear from eMarketer about why they see our community as safe and comfortable for our members as we do continue to strive toward creating and maintaining a safe environment for all:
