Effective Strategies to Improve Social Proof in Marketing
Social Proof is the result of a deep-rooted psychological bias that implies trust in others. It’s the idea that the majority knows better so the best way to decide on something is to see what other people decided.
Think about how you behave in new situations, such as at work or in a foreign country. The first thing you do is look at what everyone else does. It’s how evolution has taught us to think and react. However, the behaviour of others is intended to be a guide, not a confirmation that behaviour is right.
Social is an integral part of marketing – in particular, word-of-mouth marketing.
If someone saw a great ad that told them why a product was amazing, but one of their friends told them some other product was even better, they would trust their friend. They would buy the other product, even if the first one was actually better. Employing social proof in marketing is a great way to leverage word of mouth and generate sales. Here are the main four types of social proof and how to take advantage of them.
Friends’ Social Proof
According to a study conducted by Nielsen, 83% of consumers trust recommendations from friends and family more than any other form of advertising.
Friends’ social proof is one of the most powerful forms of social proof, at least for marketing. People trust and value the information they get from people they know more than anyone else. Unfortunately, friends’ social proof is hard to achieve naturally. You just have to make a great product or provide a great service and hope people spread the word to their friends. It is possible to encourage, though, by offering referral bonuses like discounts to people who introduce their friends to you. Another way to take advantage of this is to show users which of their friends on Facebook or in their email contacts are using a product/service.
Celebrity Social Proof
When a celebrity endorses a product or service, their endorsement reaches a broad audience, generating conversations and buzz among consumers and creating a sense of trust and credibility as people associate themselves with their favourite celebrities’ lifestyles and choices.
With millions of followers on platforms like Instagram, Twitter, and Facebook, celebrities can reach a wide audience instantly. According to a survey conducted by Collective Bias, 30% of consumers are more likely to purchase a product recommended by a non-celebrity blogger. In comparison, 70% are more likely to buy a product endorsed by a celebrity.
Understanding how social media algorithms influence what users see can help maximise the impact of celebrity endorsements.
Expert Social Proof
Expert social proof is an incredibly effective marketing strategy that can significantly impact consumer behaviour. When an industry expert endorses a product or service, consumers tend to trust and remember it more. This is because experts have established credibility and authority in their respective fields.
To leverage expert social proof, businesses can collaborate with influencers or industry experts to promote their offerings. By associating their brand with these trusted individuals, brands can tap into the trust and respect they have built with their audience.
However, it is crucial to ensure that expert social proof is authentic and of high quality. Consumers quickly detect insincere endorsements, which can damage a brand’s reputation. Therefore, businesses must prioritise genuine relationships and ensure that expert endorsements align with the values and quality of their products or services.
Explore more strategies for standing out in a crowded market.
Customer Social Proof
You only have to open up a website like Amazon to see the power of user social proof. Products and services have reviews, and even brick-and-mortar businesses will boast about their reviews and ratings on social services. In fact, positive reviews have a positive effect on Search Engine rankings.
The more reviews a product has the more people who have bought it, so it’s got to be something worth having. However, consumers are aware of the rise in fake reviews, which has forced platforms to introduce verification systems to ensure that reviews are genuine.
Take-Aways
Social proof and word of mouth are two trusted concepts. Get started and experiment a little to find what works best for you, and don’t forget to provide a product or service people would happily talk about!
