We may have heard the term social proof when talking about marketing or advertising. It is effectively used on commercials and other materials that promote brands and trying to persuade people about buying the particular product.
But, what is it really about? How did it become a successful marketing strategy? And how does it influence consumer decisions?
Theoretically, social proof is that describes our tendency to rely on the opinions or actions of others to inform our own. Social proof captures our attention because we’re naturally curious about what’s happening, why it’s happening, and what the correct behavior or response is.
Social proof works because it validates a choice, saying that it’s worth your time, money, or interest by using other people as proof.
Types of social proof
Social proof can be generated on any online platform where you have a presence, including your site and preferred social networks. It can be diverse in how it manifests, and can cover a wide range of actions on different channels from different groups of people.
Public Praise or online bandwagon
Nowadays, you can often see this through reviews and ratings which are collected and displayed on online sites, through an app, and even in open forums such as Facebook or Google. Both product reviews and general company reviews are beneficial as customers trust what most of their peers have to say.
It can also take the form of testimonials from customers posting and sharing their personal experience with your product or brand on their personal accounts. They may tag you or use your hashtag. This is not the same as sponsored content, which makes it seem more authentic, and users trust it more.
Popularity
Social proof can also be quantifiable nowadays. Through number of followers, likes and comments on social media accounts, brands are able to establish credibility and gain interest from their target audience.This also include viewership numbers on live broadcasts on Facebook or Instagram and number of subscribers on your email list to get your audience to opt into it.
Endorsements from credible personalities
In this era of online influencers, endorsements through their shared content would be useful. It would be wise to seek the help of micro-influencers who may have an influence that overlaps with your target audience for their endorsements would benefit you.
Proof of demand
This form of social proof invests on the fact that customers are not only interested in what you’re saying, but they’re actually buying from you. A large volume of sales showcases demand, and in a snowball effect, it can create more demand and sales as a result.
The easiest way to use this is to be able to show how many orders you’ve fulfilled, incorporating it into your copywriting.
When using social proof, you have to establish trust, reputation, and authenticity. Keep in mind that the more value you provide to your customers, the more willing they will be to encourage others to try dealing with your business.