Discoverability is not what it used to be. The way consumers seek information has evolved — and their skepticism of brands is at an all-time high. Customers no longer blindly trust the owned content that brands produce and share. From Substack to TikTok, Reddit and ChatGPT, they seek content validated by trusted sources, creators and curators before selecting brands to engage with.

Community-driven search redefines how brands are discovered and trusted. It involves tactics ranging from activating networks of trusted content creators to creating content optimized for social search and answer engines. This session explores strategies to enhance brand visibility, trust and relevance by showing up where users seek and discover answers, with an element of boosted credibility thanks to community-driven content as key sources.