Selling to the Skeptical

Modern-day marketing feels increasingly overwhelming and confusing, making it harder than ever for consumers to know what is real and what is manufactured. What used to be straightforward marketing, such as magazine spreads or TV commercials, has evolved into a confusing digital landscape where edited videos and curated results make it nearly impossible to tell what’s real. A simple Kardashian #Ad instantly sold out a product, even though it’s a notorious web of lies, but even that was better than the mass production we are dealing with 10 years later. Today, promoting a product is easy- all you have to do is film a video with it, cut it to show the proper result, and click post. Thousands of people are making money on products that don’t work- and here’s how I know. Last year, I bought the infamous WavyTalk thermal brush, and after about three uses, it broke completely. I looked at hundreds of reviews, some on TikTok, some on Amazon, and some on Instagram. I thought I had struck gold. Almost every video showcased a different hair type and a different technique for using the product, achieving perfect results. I was not new to the hair game; in fact, I had been blowing my hair out regularly for years. This low-priced item was supposed to be a slam dunk, but it turned out to be a straight-up fail.

I am not the only person who has gone through something like this; however, the amount of ads promoting the product overrules my voice as a customer. A simple click and purchase has only ever hurt me and my bank account, but never the company behind the product. Buying items online is my vice, as I’m sure it is for many students. Finding products is not the issue; I have gotten ads from TikTok, Instagram, Snapchat, and YouTube trying to sell me the same thing. The problem, however, is that I know nothing about the company or how the product came to be; there is no connection. Nevertheless, there is something good to be said about social media and new businesses.

Because social media algorithms prioritize content that drives engagement and sales, growing a business online has become one of the most accessible and effective strategies for new brands. Once you capture your target audience's attention, your business can thrive. You just have to cut through all of the internet slop, which is easier said than done. On the consumer end, however, it’s easier now than ever to find a new company online and get to know the faces behind the operation. Supporting a new business can be as simple as a like and comment, meaning your bank account won’t get hurt in the process! For example, one of our clients, StudioMax, has a fabulous online presence. Their goals are clear: give killer haircuts and blowouts for reasonable prices. They post content about where their building is, the services they offer, and who they are behind the business.

While service job reviews will always lean more toward truthfulness, products may not, and to fix that, businesses need to post their why and their how. Putting a lived story behind your brand will connect you with your buyers, and luckily, authenticity is what connects people to a product or company. People want to connect with real people, not just viral products. Posting videos or photos of behind-the-scenes and vulnerable moments of starting a business will reach people even if they cannot fully relate. Everyone has faced hardships, and we yearn to hear similar stories to make us feel better. Connecting with viewers and potential consumers can be hard, but once you earn their trust, you can guarantee good business.

Cover Design by Ryan Carter

Selling to the Skeptical -

Why Brands Struggle in an Oversaturated Marketplace

By Hailey Young