Research: Low-value content erodes consumers’ trust in brands

This is the second installment in a series exploring attitudes to brand-produced content, brand journalism and brand publishing, based on a survey of 1,007 digital content consumers conducted by Toolkits and National Research Group. 71% of consumers say engaging and interesting content from a brand makes them trust that brand more. The same number (71%) also say that poor quality content from a brand makes them trust that brand less. 59% of consumers say they find branded content to be more interesting than commercials or advertising, and 65% say they would share engaging brand content with friends or family. High-quality content can help brands build trust with audiences, but low-value content also risks significantly damag