How shifting media shapes trust-building

There may be a hundred brands on the market, each with its own story and selling points. But from the user’s perspective, the functionality of products across all these brands is essentially the same—nobody has the interest or time to figure out which of the 100 brands is actually better. When the goods are all alike, consumer trust shifts from the brand to the person. Rather than spending time researching a hundred brands, users can do just one thing: trust the streamer.

The most important power on the internet is sorting—whoever decides what content you see next.

The container of content matters more than the content itself

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