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August 11.2025
2 Minutes Read

Unlocking Consumer Trust: Which Social Media Videos Convert Shoppers?

Smiling woman checking phone while shopping, social media videos that convert shoppers.

How Social Media Shapes Today’s Shopping Experience

In recent years, social media has evolved from a communication tool to a powerful marketplace for consumers. As reported in a study by Omnisend, a significant portion of shoppers—70%—rely on social platforms when considering a purchase. The integration of social media into daily shopping habits is not a mere trend; it reflects a cultural shift that underscores how consumers seek authenticity and relatability in the brands they choose.

Understanding Consumer Trust in Influencers

One notable takeaway from the Omnisend survey is the disparity in trust between influencer endorsements and those from everyday users. Approximately 66% of respondents trust recommendations from common social media users compared to only 38% for celebrity endorsements. This shift indicates a growing desire for genuine, relatable interactions over polished advertisements. Shoppers are increasingly skeptical of influencer promotions, possibly viewing them as self-serving due to the financial sponsorship behind them.

The Power of Informal Video Content

As brands vie for attention in the crowded social media market, it’s essential to understand what works. The survey analyzed the success of various short videos, revealing that informal, first-person recommendations—lasting about 10 to 15 seconds—proved most effective. Such formats create a feeling of peer-to-peer connection, significantly impacting viewers' likelihood of making a purchase. Businesses can leverage this trend by adopting a conversational tone and engaging storytelling that resonates with their audience's experiences.

The Role of Social Proof in Decision Making

Social validation plays a crucial role in purchase decisions. With users primarily influenced by verified reviews and user comments, brands must prioritize gathering authentic feedback. This social proof can enhance credibility and serve as a powerful motivator for prospective buyers. Marketers should focus on encouraging satisfied customers to share their experiences on social media, transforming them into brand advocates.

Preparing for the Future of Shopping

As social media continues to weave itself into the fabric of shopping, businesses must adapt. The landscape is evolving, and understanding the types of content that convert can set brands apart in an increasingly competitive environment. Strategies that prioritize transparency, authenticity, and community engagement will likely become the cornerstone of future marketing efforts.

Conclusion: Steps for Brands to Follow

In a world where social media influences shopper behavior, brands must rethink their marketing strategies. To enhance trust and engagement with consumers, companies can focus on creating relatable content, leveraging social proof, and engaging directly with customers. These steps not only bolster a brand's credibility but foster genuine relationships with consumers—an invaluable asset in today’s market.

Book Your Brand Voice Interview Now to connect with our experts and strategize how to align your social media presence with the evolving preferences of your audience, ensuring that your marketing efforts are both impactful and resonant.

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10.17.2025

Chicago's Novel Social Media Tax: A Defining Moment for Community Health Funding

Update Chicago's Landmark Social Media Tax Proposal: What You Need to KnowIn a groundbreaking move, Chicago's Mayor Brandon Johnson has proposed the city's first-ever social media tax as part of a budget aimed at addressing a staggering $1.15 billion deficit. This initiative not only exemplifies the mayor's commitment to economic equity but also focuses on leveraging technology companies to fund essential community services such as mental health programs.The Rationale Behind the TaxMayor Johnson argues that social media platforms, like Meta, TikTok, and Twitter, have not only dominated the digital landscape but have also been linked to rising mental health issues among youths. According to Johnson, "Just like we tax other addictive vices that are bad for our health like nicotine and tobacco, it is far past time we treat social media companies the same way." This proactive approach aims to not only address financial deficits but also tackle pressing mental health challenges exacerbated by social media usage.Tax Structure: Understanding How It WorksThe proposed tax — termed the Social Media Amusement & Responsibility Tax (SMART) — would impose a fee of 50 cents per active user after the first 100,000 users in Chicago. The anticipated revenue from this initiative is projected to be around $31 million. The funds generated would be allocated to free mental health clinics and the expansion of crisis response teams throughout the city.Pushback from the Business CommunityDespite the intentions behind the tax, it faces significant opposition from business leaders who argue that imposing such a tax could deter technical expansion and stifle growth. Alderman Brian Hopkins has labeled it "dead on arrival," voicing concerns that it could drive companies out of the city. This critical feedback underscores the delicate balance between city revenue needs and fostering a friendly business climate.Broader Context: Mayor Johnson’s Budget StrategyThis social media tax is part of a broader budget strategy that also includes new fees for yacht mooring and a surcharge for larger businesses, showcasing Mayor Johnson's commitment to progressive fiscal policy. This strategy seeks to ensure that the wealthiest individuals and corporations contribute more to the city, especially after years of fiscal strain exacerbated by the end of pandemic-era federal aid.What’s Next for Chicago?As negotiations regarding the budget unfold, the City Council has until the end of the year to discuss and potentially modify the mayor’s proposals. With some council members expressing cautious support for the social media tax while others voice legal concerns, the ultimate outcome remains uncertain. Nonetheless, this initiative presents an intriguing case study on how municipalities are creatively answering financial challenges in the digital age.A Call to Awareness and EngagementThe social media tax proposal highlights the evolving landscape of public policy as local governments seek new, sometimes unconventional revenue streams. For residents and stakeholders, engaging in this conversation is crucial—understanding both the potential benefits and the drawbacks of such initiatives will shape Chicago’s future in meaningful ways.Book Your Brand Voice Interview Now!

10.16.2025

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10.15.2025

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