And it's particularly powerful.
When was the last time you bought something without reading reviews from previous customers, asking for additional opinions, or watching a “test” video on YouTube? According to a 2018 study by SEO Tribunal , up to 81% of smartphone users research products or services they plan to buy on their phones. They look for recommendations, testimonials, opinions, and other reviews.
Most businesses already experience this type of feedback online. Let’s see how you can leverage the social proof they represent and use them to convince potential customers that your products and services are the ones to buy.
In this article you will learn more about:
What is social proof?
The 5 Types of Social Proof
4 Ways to Showcase Social Proof for Marketing Purposes
Positive vs. Negative Social Proof
How to Successfully Promote Your Business Using Social Proof
What is social proof?
“Social proof” —or “consensus” —is the name given to the psychological concept that a person tends to imitate the behavior of a large group of people. The logic behind it is that if so many people behave in a certain qatar cell phone number way, then it must be the right behavior. In Maslow’s hierarchy of human needs , being part of a group satisfies our need to belong, to have friends and close relationships.
Being part of a group also creates a sense of security. We understand where the “social validation” comes from, which pushes us to decide whether a particular product or service is worthy of being purchased or not. Using social proof in your marketing campaign is therefore the most persuasive way to legitimize your products in the eyes of consumers.
The 5 Types of Social Proof
In her article “Social Proof is the New Marketing,” posted on TechCrunch, Aileen Lee explains how sharing examples of social proof on your social channels can increase the number of people who discover and trust your brand. She breaks down five categories of social proof:
1. Social proof through expertise
This is the opinion of popular influencers or people whose voice is authoritative in your industry. If a very successful fashion blogger recommends your products, for example, it is almost certain that your sales will skyrocket.
2. Social proof through celebrity
It’s about getting celebrity endorsements, or partnering with them, and it can be incredibly effective. In his article, Lee cites the examples of Jessica Simpson and Nerida Joy, who helped the brand Beautymint attract half a million visitors to its website on the day it launched.
3. Social proof through user success
This applies when you’re showcasing people who are successfully using your products. The example that comes to mind might be the how-to videos you see in supermarkets or on TV shopping shows… But there are ways to do it that are much more authentic and engaging—true “ success stories.” Consider how Nike followed and chronicled Eliud Kipchoge as he ran the fastest marathon in history . He crossed the finish line in just two hours and twenty-five seconds, wearing Nike’s “Zoom Vaporfly 4%” sneakers. While he narrowly missed his goal of breaking the two-hour mark, he still made history.