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The “Know, Like, Trust” (KLT) principle remains a cornerstone of effective marketing, but the strategies to achieve it have evolved significantly. With information overload, building authentic connections with your audience is more critical than ever. In 2025, companies must adapt to new trends in digital engagement, short-form content, and authentic storytelling to establish meaningful relationships and trust with their audience.
What is the Know, Like, Trust Strategy?
The KLT framework is a proven approach to converting prospects into loyal customers. It follows three essential stages:
- Know – Your audience must become aware of your brand and what you offer.
- Like – They should develop a positive perception of your brand through engaging and valuable content.
- Trust – Trust is built over time by consistently delivering quality experiences, expertise, and authenticity.
While this strategy remains the same, the way brands achieve it has changed dramatically due to shifts in digital behavior and technology.
Strategies for Building ‘Know’
1. Employee-Generated Content (EGC)
Traditional brand-centric marketing is losing effectiveness. People trust individuals, not companies. Brands leveraging Employee-Generated Content (EGC) create a more authentic and relatable presence. Employees sharing behind-the-scenes content or industry insights humanize the brand.
- Example: LinkedIn studies show that employee posts receive significantly higher engagement than corporate posts.
- Implementation Tip: Encourage your employees to share their experiences on platforms like LinkedIn and Instagram to build organic awareness.
2. Short-Form Video for Maximum Know, Like and Trust
Short-form videos (under 60 seconds) on platforms like TikTok, Instagram Reels, and YouTube Shorts have become dominant. These videos are highly engaging and allow brands to introduce themselves quickly and effectively.
- Why it Works: According to studies, short-form videos have an 80% higher retention rate than long-form content.
- Best Practices: Keep videos concise, visually appealing, and packed with valuable insights within the first few seconds.
3. Live Video and Webinars
Live video allows brands to interact with their audience in real time, answer questions, and showcase their expertise. Platforms like LinkedIn Live and YouTube Live provide direct engagement opportunities.
- Tip: Promote your live sessions beforehand and ensure they provide immediate value to viewers.
Strategies for Building ‘Like’
1. Authentic Storytelling
Modern audiences crave authenticity. Instead of overly polished marketing campaigns, brands should focus on storytelling that highlights real experiences, struggles, and successes.
- How to Do It: Share customer testimonials, case studies, and behind-the-scenes content that showcases the human side of your brand.
2. Personalization and AI-Driven Engagement
AI tools now allow for hyper-personalized marketing. By leveraging AI, brands can tailor content based on a user’s preferences, behaviors, and interactions.
- Example: AI-powered chatbots provide real-time, helpful responses to inquiries, creating a positive brand experience.
- Actionable Tip: Use AI-driven recommendations in email marketing to send customized content based on past interactions.
3. Social Proof and UGC (User-Generated Content)
User-generated content builds trust faster than brand-produced content. Encourage customers to share their experiences with your brand on social media.
- Example: Run hashtag campaigns where customers share their experiences and tag your brand.
- Impact: Studies show that UGC-driven campaigns result in a 29% higher conversion rate than brand-driven content.
Strategies for Building ‘Trust’
1. Consistency Across All Touchpoints
Building this connection requires consistency. Ensure that your messaging, branding, and customer interactions remain uniform across all platforms and channels.
- Key Areas to Focus On: Website content, social media, customer support, and email marketing should all reflect your brand’s core values.
2. Transparent Communication and Ethical Branding
Consumers demand transparency. Brands that are open about their practices and values foster deeper connections with their audience.
- Example: Companies like Patagonia highlight their sustainable sourcing practices, which builds credibility and strengthens their loyal customer base.
- Actionable Step: Share behind-the-scenes insights on how your company operates, makes decisions, and supports its community.
3. Thought Leadership and Industry Authority
Positioning your brand as an authority in your industry strengthens credibility. Thought leadership content, such as in-depth reports, whitepapers, and insightful LinkedIn articles, establishes your expertise.
- Best Practices: Consistently publish high-quality content that educates and informs your audience about industry trends.
Ready to Transform Your Strategy? Let’s Talk.
In 2025, building “Know, Like, and Trust” requires adapting to changing digital behaviors, leveraging video content, and prioritizing authenticity. By embracing short-form video, user-generated content, and personalized engagement strategies, brands can establish strong relationships with their audience and stand out in a crowded marketplace.
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