HOW BRANDS CAN NAVIGATE MISINFORMATION

Summary from the TLDR Marketing newsletter

Brands face new challenges in maintaining authenticity amid AI-driven misinformation as trust in news and social media declines. Consumers are increasingly becoming more on guard for anything that seems like brand-washing. They've been turning to dark social to remedy their growing distrust of social media and recreate a circle of trust in their digital lives. Private chats and group threads are on the rise. Brands should take this as an opportunity to build on their dark social strategy, such as encouraging consumers to share their content in private channels and experimenting with click-to-message ads.