Sprout Social surveys highlight trust challenges for brands

Authenticity ranks as the most important brand characteristic on social media, according to Sprout Social’s Q3 2026 Pulse Survey. The finding comes as users report growing doubts about the content they encounter on social platforms, where they also seek news, recommendations and connections.

In a separate Q1 survey, 35% of users said they trusted social media less than they had a year earlier. Sprout Social also points to AI-generated content as a source of skepticism, because it can make genuine experiences harder to distinguish from manufactured ones. Its Be So FR webinar examined that decline in trust and the demand for content featuring real people and experiences.

For brands, trust can begin forming before a prospective customer visits an official website. People may first encounter a company through another person’s post, then look for recommendations, compare customer experiences or ask questions in comment sections. Those exchanges give audiences information they can use to assess a brand.

Sprout’s Q2 survey found that 21% of consumers go to social media first when looking for information. The surveys also found that 67% of consumers had purchased something directly because an influencer recommended it during the previous year. Those findings make the credibility of a brand’s influencer partners relevant to its broader trust strategy.

Social platforms also play a role in how people follow culture. In the Q3 survey, 54% of consumers said they use social media to keep up with trends and cultural moments, compared with 45% who cited TV and streaming and 42% who cited conversations with friends and family. Sprout’s example of a skincare review by @theglownarrative illustrates how a post can prompt viewers to discuss prices, products they want to try and alternatives they recommend.

What this means for marketers

Review what audiences see beyond your brand’s own accounts, including influencer posts and the conversations around them. Choose partners with credibility, make clear who is behind your content and respond when customers reach out. These practices connect what a brand publishes with how it participates in the discussions that shape customer decisions.