Authenticity is the most important brand characteristic on social media, according to Sprout’s Q3 2026 Pulse Survey. But as audiences grow more skeptical of what they see in their feeds, brands need to work harder to earn their trust.

People rely on social media for news, product recommendations and connection. At the same time, Sprout’s Q1 2026 Pulse Survey found that 35% of users trust social media less than they did a year ago. AI-generated content adds to that skepticism, making it harder to distinguish real experiences from manufactured ones.

Sprout’s Be So FR webinar explored this “trust recession” and the growing demand for content that reflects real people and experiences. Brands need to show who’s behind their content and follow through when customers reach out.

Building trust through social media starts with what you publish and how you respond to your audience. In this guide, we’ll explore what earns audience trust and practical ways to strengthen it.

People often encounter your brand through someone else’s post before they visit your website. They search for recommendations, compare customer experiences and ask questions in the comments. Those interactions help them decide whether to trust you.

Sprout’s 2026 Pulse Surveys show how people use social to find information and decide what to buy:

These social media statistics show why brands need to pay attention to conversations beyond their own accounts. With influencers playing such a significant role in what people buy, choosing credible partners matters.

For example, viewers of @theglownarrative’s skincare review discuss product prices, share what they want to try and recommend alternatives.

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