Typeform

View in browser

Welcome to Informed, a newsletter from the Typeform team. Here, we share our opinions and expertise on topics like marketing, data collection, business tech, and whatever else is top of mind.

Was this forwarded to you? Get your own by subscribing here.

SPOTLIGHT ON

B2B, but with a pulse.

B2B brands have played it safe for years—decades, maybe even eons.

They keep it polished. Keep it professional. Keep it boring.

But let’s be honest. No one is falling in love with a PDF whitepaper or a jargon-filled webinar. Audiences want more than solutions. They’re looking for spark. A point of view. A little more humanity and a little less polished.

This is all one reason we launched Get Real, our latest campaign around trust, creators, and what people actually think about influencer marketing. We asked over 1,000 folks—from marketers and creators to everyday consumers—what builds trust and what breaks it. Then we handed the mic to 35+ creators to speak their minds on camera.

No scripts. Just honest thoughts.

Here’s what stood out:

Too polished = too suspicious.
If it looks like an ad, audiences treat it like one.
Credentials (≠) credibility.
It’s not your resume, it’s your relatability the audiences trust.
Authenticity can’t be faked.
Seriously. Audiences have had it up to here (motions at a tall height) with random spokespeople that are irrelevant to brands they love.

It’s not just creators who need to get real. Brands do too. Because trust doesn’t come from playing it safe—it comes from showing up with something to say.

More vibes, less varnish.

—Lydia 💜

P.S. Check out the full Get Real report for hot takes, candid confessions, and a surprising stat (or two).

Dive deeper:

📝 How Dove’s first creator-led campaign paved the way forward for Unilever

✨ AI use is becoming more common on social media. Should brands use it—or shun it?

🔊 Audio’s big moment is now. Are you listening?

🤖 Real-world insights from deploying custom GPTs for GTM