Searching for a new product is always a challenge. Customer reviews are a great way to be introduced to something you might need or want. The first one you see has 300 reviews and positive comments. Another one has 40 reviews and some negative comments. The last one you look at looks the best but has no reviews. Which one appeals to you the most? The first one, of course.
This search for the product with the best reviews from other customers is known as social proof. What is social proof? It’s actually a psychological concept that involves people copying the behavior of others to influence theirs. In this blog, we’ll dive into it in more detail and explore why it’s so important.
Defining the Term: What Is Social Proof?
In 1984, Robert Cialdini wrote a book called “Influence: The Psychology of Persuasion” where he discussed social proof. He explained that it’s also known as “informational social influence” and that it’s all about copying other people’s behaviors. Essentially, it’s where people base their actions and behaviors on what they observe from other people.
As an example — you might feel a little out of your depth if you’re doing something you’ve never done before. Knowing how to act in certain situations can make us feel more comfortable. But what if we have no idea how to do so? Then, we observe and copy the behavior of others and use it to help us fit in and act correctly.
Another branch of this is the “Halo Effect,” which psychologist Edward Thorndike discussed. This is the process of making a judgment on something based on someone else’s opinion. However, the other person is usually someone we view as better, more qualified, or with more experience. Based on their opinions or behavior towards a specific situation, we use it to influence our own decisions.
Social Proof Bias: How Does It Work?
Social proof bias works by having a psychological effect on your choices. Essentially, you’re more drawn to places, products, or brands if you assume they’re popular. It’s all about following the crowd and letting their decisions influence yours. For example, if you can’t decide where to have dinner and you see two options, you’ll pick the crowded one. It seems like it’s the better choice! This is because we naturally want to go with the majority. It’s all about positive social influence!
Why Does Social Proof Matter?
Social proof is great for use in the world of digital marketing. Why? Because it helps build credibility and trust toward a particular brand or product. If behavior positively influences someone, they’re more likely to use your product or brand. Here are some reasons why it’s important in the digital age:
1. It Helps Build Trust
Trust is so important in marketing. If potential customers are seeing positive experiences of other people, it’s more likely that they’ll make a purchase! Essentially, it’s just user-generated content that works to inspire other users to make that jump. We’re all a lot more likely to buy from brands we trust with a good reputation. What better way to confirm this than by reading positive reviews?
2. It Creates a Better Reputation
Positive customer reviews, comments, and testimonials enhance the image of a brand or particular product. Think about it: we all want to make the right decisions when we buy something new from a new brand. If it’s got a good reputation, we will want to buy it! Reviews that rave about the quality or customer experience are valued by people browsing and considering a purchase.
3. It Influences Behavior
Social proof is a psychological concept that pushes the power of other people’s influence. If a brand makes time for user-generated content and grows its brand’s visibility and presence, it’ll pay off! According to Influencer Marketing Hub, “50+ reviews per product can result in a conversion rate increase of 4.6%.” So, it’s definitely worth prioritizing!
Not only does this phenomenon help us in new and unfamiliar situations, but it can drastically help businesses thrive! That’s why creating a business strategy around it is so essential.
Social Proof Examples: What Are the Different Types?
There are actually different types of social proof, and you can use them to your advantage. Here are some social proof examples:
1. Expert
Expert social proof is when an expert in a specific industry gives their seal of approval to something. If a brand sells a new haircare product with an expert supporting it, people are more likely to use it. People will trust the opinion of the expert and use their knowledge to help inform their decisions. A lot of brands in the vitamin industry use experts in the science industry to back up their products.
2. Celebrity
Sometimes, we all tend to view celebrities as higher than us or generally better. So, we tend to trust their opinion and follow our desire to be like them. For example, if a celebrity with luscious hair has expressed their fondness for a hair product, we’ll likely trust them! This works with influencers, too. We tend to view them as experts in their industry and let their larger followings inspire us.
3. User
User social proof is trusting the opinions and reviews of other customers to inform your decision about making a purchase. For example, you might spend time scrolling through endless reviews before you order something online. The reason for this is because the customers have experience. If we trust that it’s worked for them, we trust that it’ll work for us.
4. “Wisdom of the Crowds”
“Wisdom of the crowds” refers to people letting large groups influence them. It’s only natural. So, if we see that a brand has over one million followers, we’ll probably want to get involved. We will wonder what’s so great about it, and then we can’t help but want to take part.
5. The Wisdom of Your Friends
The people we hang out with are usually quite like-minded to us. So, generally, we trust their opinions. If our friends are raving about a new product, we might feel like trying it out for ourselves. Their positive reviews are inspiring and make us want to get involved.
6. Certification
On social media, we often trust verified accounts. If someone has a blue tick on Instagram, we’re more likely to follow them or trust a review they give. These verification badges make us believe that we can make a judgment based on theirs.
7. Social Media Shares
Social media shares are super important for businesses. Say hello to more potential customers! Not only does it boost visibility, but it makes the brand seem more trustworthy and reliable.
Businesses can use these social proof examples to their advantage. By tailoring your business strategy to hit the different examples, your customers will increase, and so will your sales!
Social Proof Marketing Examples: How To Put It Into Practice
What is social proof in marketing? Do you want to influence more people to buy your products or interact with your brand? You can use social proof to attract your target audience and increase your sales and success. Here are some social proof marketing examples:
1. Encourage User-Generated Content
User-generated content is a great way to boost your accounts on social media. Try creating a hashtag and encourage your followers to use it to discuss their experience with you. Or, create a prompt on your Instagram Story and repost the responses. This will also boost engagement and allow customers to share their experiences.
2. Reach out to Influencers
You can make the most of the “Halo Effect” with Instagram influencers and use their influence to promote your brand. You can even start with micro-influencers and go from there! Ask them to do a giveaway or to create a review on your product.
3. Collaborate With Experts
Collaborating with experts in your chosen industry is very effective. Ask experts to share their opinions or experiences. Your target audience or potential customers will respect their reviews, and it’ll inspire them to try out your product.
4. Engage With Your Audience
Engaging with your audience is so vital for lots of reasons. Not only does it boost your online presence and visibility, but it creates a positive sense of community. Plus, it increases the amount of followers you’ll have, making your account look more popular and liked. By replying to comments, mentions, or reposting stories, you’ll increase engagement and boost your brand.
5. Celebrate Milestones
Celebrating milestones is a good way to show appreciation for your followers and customers and represents your positive growth. For example, if you’ve reached one million followers, you can share and celebrate this in a post. This shows off the amount of followers you have, making you look more credible, and celebrates your existing followers.
6. Get Your Accounts Verified
Getting verification badges on social media is a good way to show credibility and trustworthiness to your account and business. You can do this on Instagram, Facebook, and X. It’s a great way to portray authenticity. You will have to reach certain standards, like having a public, unique, and well-followed account.
These strategies are great for implementing social proof into your business and boosting your brand. Potential customers who come across your accounts will see you as a trustworthy, credible, and authentic brand. Then, they’ll feel influenced to go with the majority, jump on the bandwagon, become a follower, and hopefully, a customer!
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