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Digital Trust Rankings 2018

A preview of the social media rankings across six trust pillars Business Insider Intelligence

Digital trust is the confidence people have in a platform to protect their information and provide a safe environment for them to create and engage with content.Business Insider Intelligence surveyed over 1,300 global consumers to evaluate their perception of Facebook, Twitter, Snapchat, Instagram, LinkedIn, and YouTube.

Consumers' Digital Trust rankings differ across security, legitimacy, community, user experience, shareability, and relevance for the six major social networks.

If you feel like "fake news" and spammy social media feeds dominate your Internet experience, you're not alone. Digital trust, the confidence people have in platforms to protect their information and provide a safe environment to create and engage with content, is in jeopardy.

For businesses, this distrust has financial ramifications. It's no longer enough to craft a strong message; brands, marketers, and social platforms need to focus their energy on getting it to consumers in an environment where they are most receptive. When brands reach consumers on platforms that they trust, they enhance their credibility and increase the likelihood of receiving positive audience engagement.

The Digital Trust Report 2018, the latest Enterprise Edge Report from Business Insider Intelligence, compiles this exclusive survey data to analyze consumer perceptions of Facebook, Twitter, Snapchat, Instagram, LinkedIn, and YouTube.

The survey breaks down consumers' perceptions of social media across six pillars of trust: security, legitimacy, community, user experience, shareability, and relevance. The results? LinkedIn ran away with it.

As the most trusted platform for the second year in a row - and an outlier in the overall survey results - LinkedIn took the top spot for nearly every pillar of trust — and there are a few reasons why:

1. LinkedIn continues to benefit from the professional nature of its community — users on the platform tend to be well behaved and have less personal information at risk, which makes for a more trusting environment.
2. LinkedIn users are likely more selective and mindful about engagement when interacting within their professional network, which may increase trust in its content.
3. Content on LinkedIn is typically published by career-minded individuals and organizations seeking to promote professional interests, and is therefore seen as higher quality than other platforms'. This bodes well for advertisers and publishers to be viewed as forthright, honest, persuasive, and trustworthy.

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