Your Residents Don't Trust You
Okay, that may be extreme, but it’s pretty darn close to accurate.
As part of the Bonfire Collective, we partnered with George Washington University to dig into the state of public trust, and the numbers get way gloomier as you zoom out. Trust in the federal government? Just 41%. State level? A modest 55%. But, here's a little bright spot: 63% of folks do trust their local government! Suddenly, your town hall is looking pretty good, huh?
But let's not hoist a "Mission Accomplished" banner just yet. A full 37% still don't trust local government, and that's no small crowd. Between misinformation swirling on social media and those notoriously heated public meetings (you know the ones), skepticism is finding ways to bubble up.
Even more concerning? Local government employees told us this climate makes it harder to communicate clearly with the public. When trust is shaky, even the best messages can get lost in the noise.
No Magic Wand, But Let's Talk Strategy
I'm not here to provide you with a perfect solution for restoring public trust and motivating your communications team (if only it were that easy). However, I do have a few valuable ideas worth sharing.
First things first: stop fighting fire with… more algorithm fire.
If your team's main Strategy is duking it out in the Facebook comment section or trying to out game the algorithm with cutesy trends and cringey audio, take a beat. Yes, visibility matters. But we're not here to win a TikTok dance-off. We're here to inform, engage, and lead with credibility.
You're a government agency, not a meme account.
Adding unnecessary levity or chasing trends that don't align with your mission? That's a one-way ticket to eroding trust and wearing yourself out.
So what's the move? Simplicity + Authenticity.
Streamline your message. Use clear language. Feature real people. Highlight your staff: the engineers, planners, and public works folks - on camera. Let them walk the public through projects, updates, and behind-the-scenes processes. It doesn't need to be flashy; it needs to be real.
Because here's the truth: AI can mimic a lot, but it can't replicate the honesty of a city employee explaining why the road construction project is delayed, with a safety vest and a genuine smile. That's the kind of trust-building you can't fabricate.
Sample Video Styles (Link to more examples)
Also… Why Are We Still Putting All Our Eggs in the Facebook Basket?
If you're banking on Facebook to reach your whole community, you might be playing the wrong game. Especially when connecting with Gen Z and Millennials - you know, the ones who keep ghosting your town hall meetings? Yeah, they're on YouTube. And not just watching cat videos. They use it like a search engine to find fast, trustworthy answers.
YouTube is a big deal. Like, #1 big.
According to Pew Research (2024), 83% of U.S. adults use YouTube, making it the most-used social media platform. It's got reach across every generation:
18–29: 93%
30–49: 94%
50–64: 86%
65+: 65%
Translation? Everyone's watching. Your grandma, your neighbor, your cousin who buys in to all the latest conspiracies. They're all there.
And the accessibility bonus? Chef's kiss.
YouTube's built-in captioning tools help you stay ADA-compliant. This is a win for residents who prefer to see what's happening rather than read a five-paragraph press release. Plus, it's a huge help for non-native English speakers and visual learners.
So, the next time you're drafting that Facebook post… maybe pause and ask: Would this be better as a quick, clear, human-centered YouTube video? The answer might surprise you and your view count.
Maybe It's Just One Step—But It's a Powerful One
This approach might not solve every trust issue overnight. But imagine what it could do.
You're not just making a video, you're honoring your employees by giving them a platform to share the work they're proud of. You're empowering your communications team to create meaningful, engaging content that actually resonates. And most importantly, you're reaching two younger generations of your community, many of whom have felt disconnected or overlooked.
Small shift, significant impact. If trust is built on consistent, authentic communication, then this is a step worth taking.
Here’s a few Local Govs who established a stronger YouTube presence and are doing it well:
Seattle (Youtube link)
Newberg, OR (Youtube link)
Phoenix (Youtube link)
Ryan Burke
Founder, Slate Communications
Ryan has more than 28 years of experience in creative marketing and brand development as well as 20 of those years specializing in local government communications. His work has won awards through 3CMA, TAMI, Center for Digital Government, American Advertising Federation and the Society for Publication Designers.