Social proof is the idea that consumers will adapt their behavior according to what other people are doing. It makes sense, right? When we see a line of customers waiting to eat at a restaurant or a photo of a celebrity drinking a certain brand of coffee, it lends an air of gravitas and quality to the product, doesn’t it?
Social Proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. In essence, it’s the notion that, since others are doing it, I should be doing it too. Marketing with social proof is especially prominent in situations where people are unable to determine the appropriate mode of behavior or action to take. And is driven by the assumption that surrounding people possess more knowledge about the situation.
In other sense social proof can be referred to as “herd mentality” where decision making becomes credible and validated through the behavior of others. It’s the reason we ask for second opinions, assume nightclubs with long lines must be great, and the driving force behind displaying product reviews and customer testimonials.
In the digital marketing, it means that people are more likely to read your blogs, follow your social media pages, tweet your content, or share a link to your site if they see others have already done these things.
How to use social proof in your digital marketing
Remember that Social Proof is when people reference others to decide on what to do…!! Your brand might be the best in the world, but it won’t sell anything if people don’t know about it. The solution is to use social proof in your marketing. This post will take you through how you can use social proof to increase the effectiveness of your digital marketing.
1.Building your social media presence
It’s quite difficult but building an organic following on social media add to your social proof. Brand can build their social media visibility through:
Expert/Influencer: Expert/influencer social proof is when an expert leverages your products or services to be susceptible to the mass or public. Examples: An Instagram post by an expert/ influencer endorsing your brand product or services.
Celebrity: Celebrity social proof is when a celebrity endorses your products. Examples: an Instagram post or tweet about your product by a celebrity or influencer.
Brand ambassadors: Social media ambassadors provide a mix of expert, celebrity, and user social proof, depending on the ambassadors you select. They could be industry experts (expert social proof), social media influencers (celebrity social proof), or passionate users (user social proof).
Ambassadors would usually “wear” their ambassador badge proudly on their social media bio and include any branded hashtag in the relevant social media posts. For example, a global phone brand, has an ambassador program where they sponsor top technology geeks and passionate technology users all around the world. They even provide social media and personal branding training for their ambassadors. Their ambassadors would then mention the brand and use their branded hashtag, #specializedambassador in their social media posts.
The wisdom of the crowd: This type of social proof is when a large group of people is seen to be endorsing your brand. Examples: having thousands of customers or millions of followers on your social media profiles.
The wisdom of your friends: This type of social proof is when people see their friends approve your product. Examples: seeing their friends use your product or follow you on social media.
Certification: This type of social proof is when you are given a stamp of approval by the various social media platform. Examples: the blue checkmark on Twitter or Facebook account. This certification gives a sense of credibility to your brand, its product and services.
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2.Testimonials and Reviews as social proof
Testimonials and reviews its self are a social proof, as customers share their untainted firsthand view in the patronization of the product and services of your brand. It is mostly seen that.
72% of Positive reviews and testimonials with pictures/videos, according to consumers, increase their trust in a company.
45% of websites with testimonials have an increase in traffic compared to websites with no testimonials.
88% of online reviews are seen by many consumers as trustworthy as personal recommendations.
As a brand it is always best to share review of customers from google my business, directory sites, Facebook on your website and social media platforms.
Reminder: Customers aren’t waiting for an invite to review your product or service. Check forums and review sites (like Yelp and Google my business and others) regularly to monitor what’s being said about your brand.
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3.User Generated Content
Ask people who purchase your product/ service to take an images/video and tag you on social media.
Reposting of user generated content on your social media page. This gives the user a sense of belonging, that their patronization of your product and services is acknowledged by the brand.
Social proof is a marketing technique to make the customer feel like they are part of a crowd or trend and is a great way to make the customer feel like they are making the right decision to purchase. What are your customers saying about you?
