Trust on the Internet: Marketing in the Age of Scepticism

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Sep 12, 2025 / by
Trust on the Internet: Marketing in the Age of Scepticism

These days, trust online is in short supply and we’re living in a world increasingly built on doubt. With endless noise, branded content fatigue, and fickle algorithms, consumers (especially Gen Z) are understandably sceptical of polished and sparkly campaigns.

Traditional social media feels saturated and inauthentic to them, so the truth is they’d sooner trust a stranger’s honest review on Reddit than a flashy Instagram post. For this generation, credibility thrives in niche, honest spaces.

So how can brands re‑earn trust, not as broadcasters, but as meaningful participants? The answer: leaning into micro‑communities like Reddit and Substack, where authenticity, nuance, and real conversations flourish.

The Rise of Micro-Communities

Reddit is a dense ecosystem of focused, vibrant “subreddits.” From r/antiracism to r/BuyItForLife, these communities thrive on peer-to-peer advice, real talk, and deep knowledge. Brands that truly listen, add value, and embrace Reddiquette can gain credibility and avoid looking out-of-touch or spammy.

And when done right, Reddit can humanise a brand. Hosting an AMA (Ask Me Anything) lets real people (founders, experts and brand ambassadors) answer questions directly, building authenticity and trust in ways polished campaigns can’t match.

Substack: Trust through Thoughtful Storytelling

Substack redefines traditional brand/audience relationships by focusing on depth over reach. Platforms centred on long‑form content and subscriptions reward storytelling, transparency, and authenticity.

Rare Beauty, for example, has leveraged Substack with its “Rare Beauty Secrets” newsletter. Instead of sales pitches, readers get behind‑the‑scenes stories, personal narratives, and mental‑health‑forward content that feels real, timely, and intimate. The results? High open rates, organic discovery, and deep engagement. Not just metrics, but genuine connection.

Why Micro-Communities Work in Building Trust

1. Authenticity > polish

In forums where organic conversation rules, forced marketing sticks out. Micro-communities reward honesty, deep knowledge, and a willingness to listen.

2. Relatability through niche engagement

Brands can build trust not by speaking to everyone, but by speaking meaningfully to a few. Micro‑communitiesthrive because they’re focused, and makers of tailored, relevant content always tend to win clicks.

3. Two-way trust

Gestures like AMAs on Reddit or personal newsletters on Substack allow consumers to question, comment, and interact in context-rich, non‑hierarchical ways.

4. Beyond algorithmic noise

On social media, brands are fleeting impressions. On Substack, content isn’t subject to demotion by unpredictable feeds as it lands directly in subscribers’ inboxes, where trust grows over time.

A Step-by-Step Playbook for Brands

  1. Start by listening
    • Calibrate your tone and offerings based on how people talk, not how marketers think they should.
    • “Start by listening. Spend time in relevant subreddits, observing conversation norms and content that actually resonates.”
  2. Engage with value
    • On Reddit, contribute insights before promoting anything. A helpful, context-rich comment or tip lays groundwork for credibility.
    • On Substack, focus on storytelling by launching newsletters with behind‑the‑scenes perspectives or value-driven content, not sales pushes.
  3. Host real dialogue
    • Reddit AMAs (when done respectfully) invite authentic conversation and break down brand facades.
    • Substack comment sections or newsletter replies can foster community feedback loops that humanise your brand.
  4. Cultivate niche networks
    • Identify 3–5 subreddits or Substack verticals where your audience is active and invest consistently there, rather than trying to be everywhere.
  5. Stay transparent and honest
    • Trust‑based marketing expects openness, unbiased advice, and integrity in every interaction.
    • Share practical insights, even if they highlight challenges or limitations.
  6. Measure trust, not just reach
    • Track meaningful engagement: comment depth, AMA quality, newsletter replies, not just clicks or impressions
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