Trust for Real?

Another way to start intriguing conversations online is with original content. So original it is actually live.

This week’s article in AdWeek, Marketers Get Real, reports that several brands – including Burger King, Adidas and Diet Coke – are streaming live content on their digital platforms as a means of making them appear more real and “relatable.”

“The best way to deliver truth is real time,” said Alex Bogusky, an industry opinion leader featured in the article.

“If brands want to … be seen as ‘friends,’ then they also need to have flaws like real people have,” said another.

Personally, I am not so sure we really hold brands to the same standards as our real friends. In most cases, actually, I expect even more from them than from real people. But again, this is part of the evolution of this type of trust marketing where customers ultimately have the say on what they want or expect from a brand. And brands will either live or die by it.

Experimentation with original content and mediums to deliver it, therefore, is not likely to slow down, experts predict. And the truth is, companies that fear transparency will probably have a harder time surviving.

‘Till next time. Tchau!
Raquel