If your small business marketing relies on social posts and glowing online reviews, new research suggests Aussie consumers are becoming far more sceptical about whether what they’re reading is actually true.

The Changing Landscape of Discovery and Trust report from Oysterly Media has found more than 80 per cent of Australians now double-check multiple sources before deciding where to spend their money, as concerns grow around fake reviews, AI-generated content and sponsored posts dressed up as independent advice.

The findings point to a growing challenge: how can Aussie businesses earn trust in an online environment where customers are questioning almost everything?

Customers want proof

The study of 1,200 Australians found eight in ten (81.3 per cent) believe fake or manipulated reviews are becoming more common, while 77.8 per cent say it is getting harder to tell the difference between sponsored content and genuine editorial.

Nearly half of respondents said simply knowing what content to trust is now one of the hardest parts of searching online.

Melissa Laurie CEO of Oysterly Media said Australians are becoming far more cautious about how they make purchasing decisions.

“Our research makes clear is that the Trust Crisis is a daily reality for Australians trying to make informed decisions right now,” Laurie said.

“The volume of content online has never been higher, but confidence in that content is at an all-time low.”

The report suggests younger consumers in particular are looking for more visible proof before buying. Gen Z respondents said they trust real user videos, photos and online community recommendations more than polished brand messaging.

More than a quarter of Gen Z respondents said they look for real user experience videos when researching products on social media.

AI concerns are reshaping online trust

The rapid growth of AI-generated content is also fuelling consumer scepticism, with 72.2 per cent of Australians saying AI will make it harder to know what content is real or trustworthy.

More than 81 per cent of respondents said AI-generated images and videos should be clearly labelled.

Laurie said brands that lean into authenticity and transparency will be positioned well to win over consumers.

“Australians have clearly communicated to us that disclosure is a baseline expectation when it comes to AI-generated content,” Laurie said.

“Brands and publishers that get ahead of this will be better placed to earn trust, while those who don’t use real people in an authentic way will be left behind.”

Laurie suggests business owners lean into authenticity by showing more behind-the-scenes content, customer experiences and genuine social proof rather than relying heavily on polished advertising copy.

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