Why People Do Not Buy From You on Social Yet
Founder and Head of Growth, White Label Comedy
Most people do not buy from a brand on social because they do not trust it yet. More than half of social media users say they will not purchase through a social page at all, mainly because they are not sure the seller is legitimate. The brands that sell well build trust first, with content that earns a relationship before they ever ask for the sale.
The trust problem
The numbers are stark. Around 44% of people shop through Instagram every week, yet over 50% say they would not buy through any social page on any platform. The gap between those two groups is almost entirely about trust.
When people hesitate, it is usually one of three worries: that the company is not legitimate, that they will not be able to get a refund, or that the product will not be any good. All three come down to the same thing, whether they believe you.
Why asking too soon backfires
Most brands make the same mistake: they ask for the sale far too early. They push the offer before they have built any relationship, before the audience has any reason to trust them, and then wonder why nobody buys.
It is the difference between the shop you happily walk into and the bloke on the corner with a megaphone and a stack of suspiciously cheap sunglasses. Being on social and selling something does not make you the trusted shop by default. You have to earn that.
Build the relationship first
The brands that sell well use their content to build a relationship before they make the ask. They show up, provide something worth following, and become familiar and likeable long before the offer appears.
Comedy is a shortcut here, because making someone laugh lowers their defences and makes them more open to you. Get the trust in place first, and the eventual ask stops being an uphill battle and starts feeling like a natural next step.
Meet Brian
Building the kind of likeable, trust-earning content that makes the sale easy later is exactly what Brian is for. He is our AI-powered comedy marketing machine, built to help you earn the relationship before you ask for the sale.
Take Brian for a spin and build the trust that makes selling easy.
Adam Hunt
Founder and Head of Growth at White Label Comedy. He spends his days convincing serious brands that funny is the most profitable thing they're not doing.
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