If you’re serious about building trust on social media, it’s time to stop posting just as and when you feel like it.
The most successful brands don’t just show up—they show up with quality content that earns attention, starts meaningful conversations, and builds long-term credibility with their target audience.
So what kind of social media posts actually do that?
In this guide, we’ll walk you through 10 content types and strategies that help brands establish trust, authority, and connection across all major social platforms—from Instagram to LinkedIn to TikTok.
Let’s break it down.
If you’d like a helping hand turning these strategies into a plan tailored for your brand, my marketing consultancy helps businesses craft content that builds trust and drives results.
1. Educational Content That Adds Real Value
People trust brands that teach them something useful. Hosting marketing workshops, online or in-person, gives your audience hands-on experience and positions your brand as an expert they can trust.
Whether it's tips, how-tos, or industry insights, educational content positions you as a thought leader in your space.
Examples:
- Step-by-step tutorials showcasing your process and how to get the best results
- Industry trends or myth-busting posts - demonstrating that you know your stuff
- Short videos that answer common customer questions
Why it works: It shows you understand your audience's problems and can offer solutions. That’s the kind of expertise that builds trust fast.
2. Behind-the-Scenes Content That Shows Authenticity
Want to build a genuine connection with your followers? You need to open the door and let them in. Give them chance to take a look around. Behind the scenes content is great for humanising your brand and showing off your brand values in action.
Examples:
- Team intros and quickfire questions
- Product creation process
- A day in the life of your team
Why it works: Audiences are more likely to trust brands that feel human and transparent. It's also an opportunity for you to show your audience where you work - so they feel more at home when they speak to you in person.
Keywords used: behind the scenes content, brand values, genuine connection
3. User-Generated Content That Builds Social Proof
User generated content (UGC) is like word-of-mouth marketing—just amplified. When people see other real customers engaging with your brand, it boosts your credibility and trustworthiness.
Examples:
- Reposted customer photos
- Testimonials in carousel format
- Customer unboxing videos or review reels
Top Tip: Create a dedicated page review section on your website and link back to it in your social posts.
4. Storytelling That Reflects Your Brand’s Personality
People connect with stories—not products. So it's time to start using your content to tell stories that reflect your brand’s personality and mission.
Examples:
- Share your founder’s story, your passion and career before now
- Highlight customer journeys
- Show the “why” behind your business
Why it works: Relatable stories feel personal, and personal content sticks.
5. Short Videos That Entertain and Educate
Short-form video is one of the most engaging content formats right now—and perfect for building trust quickly.
Examples:
- Quick tips and tricks
- Mini tutorials or demos
- Team intros or behind-the-scenes clips
Why it works: Video shows tone, expression, and personality—all of which help create that reliable image your brand needs.
6. Content That Shows Social Responsibility
Being socially responsible isn’t just good ethics—it’s good marketing. Content that highlights your efforts to make a difference helps align your brand with your audience’s values.
Examples:
- Sustainability practices
- Charity partnerships
- Community initiatives
Why it works: Consumers are more loyal to brands that stand for something (Edelman Trust Barometer, 2024).
7. Content That Encourages User Interaction
Want to nurture trust? Start by nurturing interaction. Content that encourages responses, reactions, or participation builds a sense of community. Let your audience know that it's ok to ask you questions, and you'll try your best to help.
Examples:
- Polls and quizzes
- “This or that” posts
- Q&A sessions or live streams
Why it works: It helps your audience stay engaged while feeling heard and involved.
8. Content That Addresses Feedback—Even the Tough Stuff
Your social media presence should show that you listen—especially when things go wrong. A thoughtful response to a complaint can do more for your brand than a dozen polished posts.
Examples:
- Public responses to bad reviews
- Follow-up posts after addressing customer concerns
- Sharing positive feedback from satisfied customers
Why it works: People want to buy from brands that are accountable and care about customer experience
9. Promotional Content That Feels Helpful—Not Pushy
Yes, you’re here to sell. But promotional content works best when it’s framed around value—not just hype.
Examples:
- Limited-time offers with clear benefits
- Product tutorials with a soft call to action
- Feature comparisons or decision guides
Why it works: Trust grows when your audience feels like you're trying to help, not just sell.
10. A Content Calendar That Keeps Everything Consistent
Let’s be honest—trust fades when you disappear from your social media accounts for weeks. That’s where a content calendar comes in.
Benefits:
- Keeps your posts aligned with your brand voice
- Ensures you show up consistently across your social media channels
- Helps balance content types (educational, promotional, UGC, etc.)
Why it works: People trust brands that show up regularly and stay on message.
Final Thoughts: Build Trust One Post at a Time
Building brand trust isn’t about chasing trends—it’s about showing up consistently, staying honest, and sharing content that aligns with your values and audience’s interests.
So whether you're repurposing a blog post, reposting user generated content, or sharing a sneak peek into your team’s day, remember: every post is a chance to build a stronger connection with your prospective customers. Or if you want someone to manage posting, engagement, and performance tracking for you, my social media management services take care of everything while keeping your brand authentic and consistent
Want help planning your next content strategy? I can also whip this into a checklist, PDF, or email series—just say the word.
Frequently Asked Questions About Building Trust on Social Media
What are the best types of content for building trust on social media?
The best content types for building trust include:
- Educational content that helps your target audience solve real problems
- User generated content that adds credibility and social proof
- Behind the scenes content that builds transparency and shows your brand’s personality
- Posts that align with your brand values and share a consistent message
- Stories and posts that foster meaningful conversations and personal connections
The goal is to mix authenticity with value—consistently.
How does user generated content help increase brand trust?
User generated content (UGC) boosts brand trust because it shows that real people genuinely enjoy your product or service. When you encourage users to share their experiences, you're building social media success through authenticity and audience engagement.
Want more from UGC? Create a dedicated page review section on your site and share highlights across your social media platforms.
What role does brand voice play in trust?
Your brand voice is how your brand “speaks” online. A clear and consistent tone—whether warm, witty, or authoritative—helps create a reliable image. It also makes your social media posts feel familiar, helping potential customers feel like they know and trust you.
How do I identify my target audience for content marketing?
Start by looking at your Google Business Profile, existing company’s reviews, and customer data. Then, tailor your content to their interests. A deep understanding of your audience’s interests ensures you're creating content created just for them—and not shouting into the void.
How do I maintain a consistent social media presence?
Use a content calendar to plan your posts. This helps you stay organised, post regularly across all your social media accounts, and maintain a consistent message. Don’t forget to repurpose high quality content from your blog, emails, or past campaigns.
How does behind-the-scenes content build trust?
Behind the scenes content helps audiences connect with the people behind the brand. Sharing everyday moments, your content creation process, or how you deliver on your brand values shows transparency—and transparency builds audience's trust.
What should I do about negative feedback?
Respond to bad reviews and negative feedback professionally and quickly. Use it as an opportunity to show your brand’s reliability and commitment to satisfied customers. Avoid deleting criticism unless it’s offensive or spammy.
How can I use social media to spark curiosity and keep my audience engaged?
To spark curiosity, try these tactics:
- Ask open-ended questions in your social posts
- Tease new launches with short videos
- Share visual content that’s both entertaining and informative
- Post polls or quizzes to encourage nurture interaction
The goal? Keep your audience engaged and wanting more.
What’s the best way to promote branded content without sounding pushy?
Great question. Make promotional content part of a broader mix. If your followers see you adding value through own content, UGC, and helpful advice, they’ll be more open to a pitch here and there.
Balance is key: educate first, promote second.
Why should I care about social responsibility in my marketing?
More and more, customers want to support brands that care. Showcasing your efforts around social responsibility—like sustainability, diversity, or charity work—helps build audience’s trust and sets you apart from competitors.
What are content pillars and why do they matter?
Content pillars are core themes that guide your social media strategies. They help ensure your marketing efforts stay focused and relevant. For example, your pillars might include:
- Product education
- Customer success stories
- Industry updates
- Company culture
Pillars help you create content with purpose and maintain a structured approach across all your social channels.
Is there a cost-effective way to keep my content flowing?
Absolutely. Here’s how to stay cost effective:
- Repurpose blog content into videos, carousels, or infographics
- Use templates for fast turnaround
- Leverage user generated content and testimonials
- Schedule posts in advance to avoid last-minute scrambling
Your content marketing doesn’t need a massive budget—just smart planning.
Need a simplified takeaway? Here's a mini checklist:
| Trust-Building Tip | Why It Works |
|---|---|
| Share educational content | Establishes expertise |
| Highlight real users | Adds credibility |
| Post behind-the-scenes | Increases transparency |
| Be consistent in tone | Strengthens brand identity |
| Engage your audience | Builds community and interacti |
