When presented with various options for the same product, customers often look towards what other consumers choose to help them make their own decisions. This is social proof in action.
Social proof is a psychological phenomenon in which people take action in a given situation based on the behaviour and opinions of others. Robert Cialdini coined the term “social proof” in his 1984 book Influence: Science and Practice.
The phenomenon of social proof is based on humans’ tendency to assume that the behaviour of the majority (in any situation) is the correct way to behave. While it may sometimes be mistaken for peer pressure, social proof is not a matter of intimidation in the way that peer pressure is. Instead, social proof refers to the act of observing the behaviour of the majority and using those observations to influence a decision.
This is a type of social proof wherein a credible industry expert provides recommendations for a product or service.
Celebrity social proof is when a famous personality or a brand ambassador endorses your product. For example, a YouTube video made by an influencer featuring a certain product.
This type of social proof occurs when existing customers recommend certain products or services based on what they have experienced with a brand. Examples of customer social proof can be ratings on Yelp and conversations on Facebook, X (formerly Twitter), or Instagram.
This is a type of social proof that comes from a large number of customers endorsing a brand. Some examples could be 5-star reviews or followers on social media.
This type of social proof happens when friends use and recommend products to one another. Friend endorsements could happen by tagging each other in posts about products they’ve enjoyed or simply seeing friends follow a certain Facebook page.
These are social proofs from third-party organisations and entities that certify a brand’s credibility and knowledge in their specific industry. One example of this is the blue checkmark a verified page has on Facebook and X.
By inviting recognised authorities or influencers to participate in your social media campaigns, post stories about your brand, or join live streaming, you’re tapping into their ability to strengthen your brand’s reputation and attract attention from their followers. On the other hand, the industry expert also benefits by getting to reach your audience.
Another quick strategy to create social proof is to share and thank your audiences for your brand’s milestones. Some fun milestones to celebrate include reaching a new number of followers, anniversaries, awards received, and the number of products being sold within a certain period of time.
Testimonials from satisfied customers serve as social proof of your product or service’s quality and effectiveness. When potential customers see positive feedback from others, it instils trust in your brand and encourages them to make a purchase.
Including testimonials on your website can also improve your search engine optimisation (SEO). Testimonials often contain keywords related to your product or service, which can help improve your website’s visibility in search engine results pages.
Mentioning the size of your customer base and the number of countries you serve in your digital marketing campaign is a great example of the wisdom of the crowd. When audiences observe a large number of consumers using your product, they will likely form a positive impression of it.
User-generated content (UGC) is one of the perfect examples of customer social proof. UGCs show potential consumers that other people are using your product, and this type of content also allows them to visualise how your product will affect their lives.
A blue badge in your social media bio allows you to present yourself as an authoritative figure in your industry and gain respect from your community. A blue badge also provides you with exclusive features and opportunities reserved only for verified accounts.
Social proof leverages the power of social influence to build trust and credibility with potential customers. Incorporating social proof into your marketing strategy can help you effectively demonstrate the value of your products or services, drive conversions, and achieve long-term success.
