Great expectations for big brands
Facebook boasts an impressive brand awareness in the United States, with 94 percent of social media users having heard of the platform, and 72 percent using the platform, as of June 2023. However, awareness does not ensure a high-level of favorability for the social network, as only 68 percent of consumers stated they thought positively of the service. Similar trends are seen with other major platforms. TikTok enjoyed an awareness rating of 91 percent in the United States in 2023 but held a popularity rating of 43 percent. Additionally, X (formerly Twitter) was well received by merely one-third of social media users.How can social networks gain trust?
In 2022, LinkedIn was the social network that U.S. users felt most protected their privacy and data. Pinterest and Snapchat also fared well in this sense, appearing more trustworthy than YouTube, Instagram, Reddit, and TikTok. Unfortunately for market leader Facebook, just 18 percent of social media users in the U.S felt that their information was safe with the social media giant.But all is not lost for Facebook, as trust can be regained through certain actions. Although controversial at the time, Facebook's overall approval rating among the U.S. population grew following former president Donald Trump's account being reinstated, as found out by a survey conducted in February 2023. Between January 22 and February 5, 2023, following the lifting of the ban, both trust and favorability increased. Trump's Meta accounts were indefinitely suspended following the U.S. Capitol attacks on January 6th, 2021.
The quality of information that social media users are exposed to is another important factor when deciding which platforms to use. As of November 2022, 35 percent of social media users in the U.S. reported that a major reason for using their chosen social media platforms was because it limited fake news. The second most popular reason given was that friends and family also used that platform.
Making connections trumps data privacy
Generation Z have strong opinions on social media, and they know what they want from online spaces. In 2022, 53 percent of Gen Z users in the United States said that social media had a responsibility to create positive online spaces. Additionally, 46 percent of U.S. teens reported that making connections and socializing online had a personal positive effect on them. Moreover, U.S. users aged between 18 and 29 years were the most likely age demographic to think that social media was good for society.Even though the most famous social media platforms do not always achieve positive brand perception, it appears that usage is a necessity, and people will persist in utilizing these platforms despite their partial trust in them. Online services are part of socializing and personal relationships, especially for Gen Z.
