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Importance
The value of trust in the modern age




  • Emerging from Creative Hell is a piece discussing Slow Media and its significance in the content and marketing landscape.
  • I recommend reading through this if you are somebody that creates content online, works in content marketing, or has an interest in digital trends.



 Fast Company (I am aware of the irony of referencing a media company called Fast Company in a piece about Slow Media, don’t worry) discusses storytelling as a way of building trust and connecting with your audience, and emphasizes that it must be a part of long-term strategy and not a one-off.1 This long-term storytelling helps develop trust, and trust is something that isn’t built the first time somebody engages with media that you’ve produced. It takes time, connection, and an understanding that the media is attempting to reciprocate engagement.

The Harvard Business Review says that 80% of Americans would neither follow a leader that they do not trust nor would they refer the products or services of somebody that they did not trust.2 When you aren’t constantly pushing out content to take up space on endlessly scrolling social feeds, and instead are making Slow Media that is mindful and engaging, you are able to build that trust more authentically.

In the previous chapter focusing on Slow Media consumption, we observed that those who engage with Slow Media will do so by seeking out high-value, engaging media. Being a part of the first wave of users intentionally seeking out Slow Media will be important, as you will have demonstrated a commitment to reducing Digital Fatigue among your audience. This commitment will show an understanding of your audience’s needs, and this will be a large part of building trust before other media producers have adopted this mindset. Putting yourself in the shoes of a Slow Media consumer, if you are seeking out content that you can trust, are you likely to gravitate towards a brand that has been publishing content that aligns with your standards for years, or newer, untested names?

We are hurtling towards an era of living in the present, and slowing down when needed to preserve our well-being. Without anticipating this change, continuing to produce fast-paced content without addressing the needs of those looking for a change in their media will leave your consumers questioning if you have their best interests in mind. 44% of US consumers already feel ignored by marketers.3

This is an opportunity to stop ignoring, and start understanding.

Next: Final Notes


1 https://www.fastcompany.com/91342152/create-more-authentic-customer-connections-through-storytelling

2 https://hbr.org/2022/03/to-win-over-an-audience-focus-on-building-trust

3 https://martech.org/nearly-half-of-us-consumers-feel-ignored-by-marketers/