In the current digital landscape, attention is fragmenting at an unprecedented rate. As the platforms providing information continue to multiply, the traditional methods of securing visibility are no longer sufficient. We are witnessing a monumental shift in how users interact with the internet, moving away from a reliance on centralized search engines and toward a complex web of AI tools, niche communities, and proprietary social spaces.
There are new players on the scene, like AI search engines and answer engines, while established companies are working harder than ever to build proprietary spaces through social networks and gated communities. Smaller, highly specific spaces pop up daily through “vibe-coded” apps and private Discord servers. Many of these platforms are noisier than ever, with brands and creators demanding our attention simultaneously. We are, quite literally, drowning in information, and as a result, trust is eroding in traditional sources like search engines and social media feeds.
While we still use these platforms for initial research, a critical change has occurred: users now go elsewhere to validate what they find before making a final decision. We are shifting back to a source we have trusted since the dawn of communication: other people. To increase visibility in this new era, brands must show up across multiplying platforms and, more importantly, within as many people-led sources as possible. Visibility is no longer a game of keywords; it is a game of trust.
Search is a trust experience
To understand how to gain visibility, we must first understand the nature of trust itself. Rachel Botsman, a leading expert and author on trust in the modern world, defines trust in a way that is particularly relevant to digital marketing. Botsman defines trust as: “A confident relationship with the unknown.”
This definition is powerful because it addresses the core component of search: dealing with uncertainty. We do not need trust when outcomes feel certain. If you know exactly where to go and what to buy, you do not need to search. We only lean on trust when we are facing the unknown. Every time a user enters a query into a search bar, they are engaging in a trust-building exercise. There are three distinct trust layers that occur every time we search for information:
1. Self-trust (The recognition of uncertainty)
The journey begins with a realization: “I don’t trust that I have the information I need to make a decision at this moment in time.” This is the catalyst for all search behavior. The user acknowledges a gap in their knowledge and seeks to fill it.
2. Platform trust (The choice of medium)
Once the need for information is established, the user must decide where to look. Which platform, community, or real-world space do I trust to find answers to my questions? For some, this might be Google; for others, it might be TikTok, a specific Reddit sub, or an AI tool like ChatGPT. This layer determines where your brand needs to be visible.
3. Source trust (The validation of information)
Finally, the user reaches the source. Do I trust this specific information enough to believe it, click on it, buy the product, or let it change my mind? This is the most critical layer. Interestingly, people can—and often do—skip platform trust and jump directly to source trust if a recommendation comes from a person they already know and respect.
Searching for information is a human behavior, and the best way to support human behavior is through other humans. When we view search through this lens, it becomes clear that visibility isn’t just about appearing in a list of results; it’s about being the source that the user chooses to act upon.
An example of the modern search journey
To illustrate how fragmented and trust-dependent the modern search journey has become, consider a recent experience searching for a new pair of shoes. This journey did not happen in a vacuum, nor did it happen on a single platform. It was a multi-stage process that moved from low-trust AI summaries to high-trust human recommendations.
The journey began with AI tools. I conducted some low-trust research to get a broad list of options that met my requirements. I used ChatGPT to generate a list and cross-referenced that list with Claude’s output. This gave me a baseline, but I wasn’t ready to buy yet. I had information, but I didn’t have trust.
Next, I wanted a sense of pricing and delivery timelines—logistical details that require a higher level of trust. I moved to Amazon to look at the options surfaced by the AI. I read through customer reviews, checked pricing, and noted which sellers shipped the quickest. This was a step up in trust, but I still needed external validation.
From Amazon, I moved to Google to find “medium-trust” people sources. I specifically sought out Reddit for brand and model commentary, read third-party articles on dedicated running sites, and watched YouTube video breakdowns from specialized influencers. During this phase, I was also bombarded with low-trust advertising on social media as retargeting ads followed me across the web.
Finally, I turned to my high-trust people sources. These are the sources that actually trigger a purchase. I asked a trusted running community I belong to, talked to a neighbor I often see running, and consulted my father, a former marathon runner. I even went to a physical running shop to speak with the sales team. By the time I made the purchase, I had consulted dozens of sources, but the ones that moved the needle were the people-led ones.
Search journeys now span dozens of platforms and sources
My personal experience is not an anomaly; it is the new standard. Research from Yext in 2025, which surveyed 2,237 global consumers, found that search journeys are becoming increasingly complex. Approximately 75% of consumers use new search tools more today than they did just one year ago. Even more telling is the fact that only 10% of consumers trust the first result they see. Instead, 48% of consumers cross-check answers across multiple platforms before they feel confident enough to act.
In my shoe-buying journey, I hit approximately 65 different sources of information:
- Two AI tools, involving roughly 10 links each.
- Amazon, where I looked at 15 products and their reviews.
- Google, where I scanned 10 Reddit threads, five third-party sites, and five YouTube videos.
- Social media, where I saw about 10 retargeting ads.
- A digital community, where I received seven direct replies to my questions.
- Real-world conversations, where I spoke directly with three trusted individuals.
This trend is reflected in other industries as well. Expedia’s “The Path to Purchase” research found that travelers planning a trip consume a massive amount of content. In the 45 days prior to booking travel, users spend an average of 303 minutes viewing approximately 141 pages of travel content. Of the 65 sources I used for my shoes, 45 were people-led.
This reliance on human networks is even more pronounced in professional environments. Data from a LinkedIn-commissioned study by Censuswide shows that 43% of global professionals rate their professional network as their most trusted source of information—ranking it higher than search engines and AI tools. Furthermore, the 2026 Edelman Trust Barometer highlights a rising trend of general uncertainty, leading people to place their trust in those closest to them rather than large institutions or faceless algorithms.
How to turn trust into visibility
If visibility is the byproduct of trust, the strategy for achieving it must change. During a customer’s search journey, you ideally want to show up in all the platforms they use to find information, but you must prioritize the people-led sources. This can feel overwhelming, so you need a playbook that reverses the traditional order of operations.
Instead of trying to “hack” an algorithm to get visibility, you should follow this hierarchy:
- Get mentioned in people-led sources often by building genuine trust with influential individuals and community members.
- As a result of these mentions, you will naturally show up in major search platforms as they continue to reward and prioritize people-led content.
If we optimize at the people layer, the platform layer follows. For example, the shoes I eventually purchased—Adidas Terrex—were highly visible throughout my touchpoints because the brand has invested heavily in trust-building activities. They don’t just run ads; they have their own running club, host events, and foster communities. They recently collaborated with the Underground Fan Club to support women getting into trail running. This single event generated hundreds of posts on Instagram from actual participants. When real people mention a brand, it creates a ripple effect across the digital ecosystem.
These mentions aren’t just limited to social media. Adidas Terrex is discussed in detail on Reddit and featured in AI search results because AI platforms like ChatGPT, Google’s AI Overviews, and Perplexity are designed to prioritize human conversation. Research from Profound, which analyzed over 4 billion AI citations, found that these platforms systematically prioritize human conversation to build trust. Similarly, an analysis by AirOps of 5.5 million LLM responses showed that the most cited domains were those that drove brand mentions from community and user-generated content platforms.
Where to go to earn people’s trust
Relationships are the bedrock of trust. To build these relationships, you must identify where your audience gathers. Some of the most effective people-led places include:
- Communities: Both online (Slack, Discord) and in-person groups.
- Events: Industry conferences, local meetups, and workshops.
- Social Media: Platforms like LinkedIn, Instagram, and TikTok where authentic interaction occurs.
- Forums: Reddit and Quora, where users seek unbiased advice.
When choosing where to invest your time, look for spaces that possess high-trust characteristics. The most effective spaces allow for smooth, two-way conversations in real-time. They allow you to show up consistently and are populated by people who are not anonymous. Communities and events often require more time and financial investment, but they offer the strongest trust-building components. Social media and forums have lower barriers to entry, but the trust-building potential is slightly weaker because the connections are often more transient.
To find these spaces, you should directly survey your customers to see where they spend their time. Additionally, look at who is frequently mentioned in industry newsletters and podcasts, or perform a manual search on the platforms you are considering to see where the most vibrant discussions are taking place.
How to engage in trust-building spaces
Once you have identified the right spaces, your objective must be clear: help, don’t sell. People seek information to gain confidence in areas where they are unsure. Helping them resolve that uncertainty is the fastest way to build trust. This means your primary goal is not brand awareness or pushing people through a funnel; it is being genuinely useful.
Start by listening, not talking
Do not rush into a community and start promoting your brand. Instead, spend time listening. You need to understand two things:
- What does “helpful” look like in this space? Understand why people gather here. Are they looking for connection, education, or inspiration? Once you know the “why,” you can find intersections where your expertise can offer support.
- What topics are people focused on? Identify the “trending” needs. What are the immediate pain points that people are discussing right now?
Engage to build trust
Trust takes time to build, and there are no shortcuts. This process starts with 1:1 conversations. You should show up as yourself, not a faceless brand representative. People want advice from real people. If you label yourself as a corporate advocate from day one, you lose credibility. Show up consistently, provide help on an individual basis, and keep track of what actually works. These individual interactions provide the insights you need to scale your efforts later.
Turn conversations into scalable trust
While 1:1 conversations are the gold standard for trust, you can eventually turn these insights into scalable assets. These assets should be focused on helping people “become who they want to be.” For example, if you find that professionals in your community are struggling to grow their personal brands, you might create a guest-posting program or a certification that they can share. This is what we call a “mention power-up”—something that proves their credibility and that they are excited to share with their own network.
Examples of scaled trust assets include:
- For Professionals: Skill training and shareable certifications.
- For Musicians: Educational video libraries and personalized “I’m a musician” social badges.
- For Budgeters: Free budget templates and trackers that show how much they’ve saved.
What trust-building looks like in action
The power of shifting from a “selling” mindset to a “helping” mindset is best seen in real-world results. Consider an SEO SaaS platform that partners with a digital community. Rather than just running ads, the brand’s marketing manager is an active participant in the community’s Slack group, with over 400 messages sent. She shows up as herself, engages in 1:1 conversations, and offers genuine help without immediately pitching the software.
This brand also listened to the community’s needs through surveys and identified that members wanted more opportunities for amplification. Based on this, they built a scaled asset: a collaborative content project that featured community members. This gave those members a “mention power-up”—they were excited to share the content because it highlighted their expertise. The result? The brand earned over £50,000 in new annual revenue directly from this trust-based partnership. When you find the right space, listen, and show up to help, the business impact follows naturally.
Building trust is a long-term visibility bet
In an era where algorithms are constantly changing and AI is redefining the search landscape, trust is the only constant. It is the throughline in how humans have always searched for information and how they always will. When you make building trust an ongoing part of your marketing strategy, you prepare your business for whatever comes next.
By prioritizing human-led sources and genuine engagement, you ensure that your brand is visible in AI search today and in whatever platforms emerge tomorrow. Visibility is not something you can force; it is something you earn. Make trust the priority, and you will move from chasing algorithms to building a brand that lasts.