It’s a marketing paradox: Gen Z and millennials are increasingly tolerant of ads, but trust in those ads is plummeting. Forrester’s latest insights make it clear that your audience might be seeing your ads, but that doesn’t mean they’re buying into what you’re selling.
These younger demographics are spending more time on social media than ever, clocking in at over seven hours a week on platforms like TikTok and Instagram. With social channels mimicking TikTok’s ad-laden, swipe-friendly experience, it’s no wonder ad tolerance is up. Younger consumers are acclimated to the continuous stream of content, with sponsored posts blending into the algorithm-driven feeds they’ve grown up with.
But here’s the problem: just because they’re not actively annoyed by ads doesn’t mean they trust them. In fact, trust is at an all-time low. Only 22% of Gen Z and 12% of older consumers trust social media advertising. And branded posts aren’t faring much better. The disconnect is glaring, if your audience is seeing the ad but not trusting it, what’s the point?
Marketers need to pivot from merely being visible to being credible. Influencers and content creators remain powerful drivers of purchasing decisions, particularly for Gen Z and millennials.
But instead of relying on flashy sponsorships, brands need to foster real, lasting relationships with creators who have genuine influence. It’s time to go beyond surface-level partnerships and build authenticity that resonates.
Another key takeaway? The desire for an “always-on” social strategy doesn’t mean bombarding audiences with messages. Younger audiences may be tolerant of ads, but they’re also selective about what they engage with. Only 37% actually pay attention to the ads they see—the rest are just noise.
The game has changed. Visibility isn’t enough; building trust is the ultimate play. Brands need to create content that’s interesting, relevant, and, most importantly, credible.
The question is: Are you ready to make that shift?
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