It’s becoming harder for marketers and advertisers to gain the trust of consumers. Recently there’s been a lot of concern about “fake news” and this has caused much of the population to distrust the media. People have the right to question the media of course, but it can be difficult for marketers to make their brand seem trustworthy given the increased sense of distrust and skepticism.

Many brands are turning back to word of mouth as a form of advertising. Consumers trust their friends and family far more than they trust brands and companies, so marketers are seeking to get people excited about their products in order to get positive conversations started and increase the credibility of brands.

Consumers are more inclined to trust individuals who tell stories or have experiences with specific products. Before making purchase decisions or doing business with a company, people are turning to customer reviews and using them as a way to screen their options. Online shoppers especially will turn to sites like Amazon to read reviews of products before making a final decision. And of course it doesn’t hurt to have five-star reviews showing up beside search results for your business when people search for it on Google.

Marketers and advertisers are focusing on putting the customer first now more than ever. It’s important to make customers feel like a priority and build a solid relationship, with that comes trust and a willingness to engage with brands. Brands that are considered trustworthy are upfront and honest with their customers about their intentions. They also make sure customers are having positive experiences when they interact with the company, and that’s when the brand starts to build a better, more trusted reputation. Marketers can overcome distrust of the media by employing some of these tactics and connecting with people on a more personal level.