(Hint: it’s not just a pretty product photo)
Trust is what turns views into sales
Queue the Know, Like, and Trust Principle!
If your audience is watching but not buying, it may not be because they’re not interested. It may be as simple as they haven’t seen enough yet. The goal of your content isn’t just to show up in the feed. It’s to help people feel confident in their decision.
That’s where the Know, Like, and Trust principle comes in, something we talk about in this episode of Dose of Social.
Before someone buys, they usually need to know who you are, like the way you show up, and trust that you can deliver. If you can get someone to know you, like you, and trust you, they will purchase from you.
“Know” happens when you consistently share your story, your offers, and what makes your brand different. “Like” is built through personality, relatable content, and showing the humans behind the business. “Trust” comes from proof, education, testimonials, results, and content that shows you understand their problems and can help solve them.
When you consistently share trust-building content, you’re helping potential customers move from “this looks nice” to “okay wait, I actually need this.”
So if your strategy has been heavy on polished graphics but light on proof, personality, or education, consider this your sign to mix it up. Because before people buy from you, they need to know you, like you, and trust you and your content should make that part easy.
People rarely buy the first time they see you
If there’s one thing we know about online marketing, it’s this: most people need a little warming up before they hit “add to cart” or “book now.” Your audience isn’t just looking for a product or service. They are looking for reassurance. They want to know your offer works, that it solves a real problem, and that there’s a real human behind the brand. That’s why your content can’t just be aesthetic for aesthetic’s sake.
Before someone buys from you, they need to see the pieces that build trust: social proof, clear product benefits, your founder story, FAQs, behind-the-scenes content, and user-generated content (UGC). In other words, they need more than a polished post. They need a reason to believe.
The content that helps people say yes
If you’re wondering what this actually looks like in practice, think in terms of specific, scroll-stopping content. Share short-form Reels that show a quick before-and-after transformation or a “day in the life” using your product. Post carousel testimonials that highlight real customer quotes paired with results or photos. Create talking-head videos answering common FAQs or busting objections in under 30 seconds. Film behind-the-scenes clips of your process, packing orders, or how your service comes to life. Sprinkle in UGC like customer unboxings, reviews, or tagged photos, and don’t be afraid to reshare them. Even simple content like a screen recording of a client win, a voiceover explaining benefits, or a “3 reasons this works” Reel can go a long way. The goal is to make your content feel less like a highlight reel and more like real proof in action.
Think of your content like a digital sales floor.
Social proof (reviews, testimonials, client wins) shows people that others have already taken the leap and loved the result.
Product or service benefits help them understand what’s in it for them. While features are nice, transformation is what sells.
Founder story content builds connection and reminds people there’s a person, mission, or passion behind the brand.
FAQs remove hesitation by answering the questions they’re already thinking but maybe haven’t asked yet.
Behind-the-scenes content makes your business feel more transparent and trustworthy.
UGC adds that extra layer of credibility because let’s be honest: people love hearing from other customers more than they love hearing from a brand talk about itself.