Social media made it easier for people to exchange and access information – this extends to the products and services they purchase. The more reviews or recommendations customers read, the more they’ll trust or dislike a brand’s products.
This is done through a psychological phenomenon called “Social Proof” which marketers use to skyrocket conversion rates. But in order to use this effectively, we need to understand the fundamentals of what social proof is.
Social Proof Psychology
Social proof is a concept etched deep into our core human psychology. In a nutshell, it means we’re more inclined to do something we’re uncertain of if we see others doing it as well.
This extends to people with authority, celebrities, and other personalities with an influence.
According to psychologist Harold Kelly, three guiding factors influence a person’s decision-making in social settings: “Consensus, Consistency, and Distinctiveness”.
Here’s how you would use it from a marketing standpoint:
- Consensus – Are others using the product? How do they feel about it?
- Consistency – Will a customer feel the same way about a product as time goes by?
- Distinctiveness – How unusual or uncommon an action is for a person.
Now that we’ve learned the basic psychology behind social proof, let’s learn about why it’s so beneficial for marketers.
5 Reasons Why Social Proof Matters In Marketing
- Reviews Are Essential – 93% of online shoppers check reviews before making a purchase (Consensus). The visibility that products have helps people remember a product over time. (Consistency).
- Consumers Trust Family/Friends – Research suggests that 92% of consumers trust friends and family most when it comes to product recommendations VS celebrities with paid endorsements.
- Organic Opinions – Most people value organic reviews rather than paid ads with a celebrity that doesn’t usually use certain products (Distinctiveness).
- Builds Trust & Legitimacy – Social proof builds trust which is crucial to converting clients online. Through testimonials and user reviews, a business shows its legitimacy and trustworthiness to potential clients.
- Expert Testimonies Establishes Credibility – Social proof builds online marketing credibility. Expert testimony may be more persuasive than 100 average reviews. Using client logos can give social evidence and authority.
With these in mind, here’s how you can use social proof in your next marketing campaign:
How To Use Social Proof In Marketing
Testimonials and Reviews
Satisfied customers often leave short, but impactful reviews. No matter what niche you’re in, testimonials can be powerful forms of social proof.
This includes ratings, reviews, social media posts, and more. People can also upload images of your product so others can see the actual product.
In certain circumstances, images include a lot of noise or undesired objects. If this happens, you may utilize free programs to cleanup pictures for your official website or social networking profiles.
Milestones and Awards
Show off your company’s awards and rankings. It’s great for corporate promotion. Some awards include a badge for your website’s footer or homepage.
Social proof options include attaining xx number of likes, purchases, or anniversaries. It also allows you to engage with your audience through promos or offers.
Influencer Marketing
This social proof technique uses influencers to promote your brand in their photos, videos, and other forms of content. Brands can also collaborate with local micro-influencers with small yet dedicated fans.
You can either pay influencers their fee for promoting your brand or send them free products for them to review or sample. Either way, influencer marketing is becoming the fastest-growing consumer acquisition tool out there.
Publish Case Studies On Website/Blogs
If you have a website or blog where you promote or sell your product, it’s best to optimize it for social proof. The best way to do so is by creating case studies from satisfied customers.
Reach out to the customers and ask if they’re willing to join a case study. This type of content should be more detailed or technical.
You can then showcase the case studies as a downloadable pdf or a landing page on your site.
Engaging With Social Media Mentions
Replying to mentions on social media is one of the best ways to connect with your audience. Thank them when they’re praising you and assist when they need help. But, there will be cases where you’re tagged because of an issue or concern.
When this happens, take the comment into consideration. If it is a widespread issue, respond that your team will look into it as soon as possible to continue delivering the best quality products.
Key Takeaways
Social proof is essential for marketers as it helps us understand the psychology behind how to use facets of social media to boost revenue. As more shoppers use social media for product reviews and testimonials, consider the following:
- 93% of internet users look at reviews and testimonials before purchasing a product or service. However, 92% trust family and friends more compared to influencers.
- Engaging with customers through social media shows genuine care for a brand’s audience.
- Social Proof can make or break a brand’s image. If enough customers have a bad review or experience, it’s likely others will look past your products and services.
Meta Description: Marketers use social proof techniques to tap into the basic psychological triggers of humans when making decisions which can lead to higher conversions.
