Less than one-half of adults say advertising on social media is 'somewhat' or 'very' trustworthy, according to data from YouGov. This is true across all 17 markets surveyed.
This may pose a challenge to brands as low levels of trust could limit consumer engagement with new formats, like social commerce. This is not helped by the current social shopping experience which is far from seamless.
In nine of the 17 markets surveyed, less than one-quarter say they trust social media advertising. This falls to just 10% in the UK, a market where WARC Data...