What is Social Proof?
Social Proof, or Social Proof, is the phenomenon of consumers adapting their behaviour to what other people with similar consumption habits do. Think of it like this. When you see large numbers of people waiting in line to eat at a restaurant, or when you see your favorite artist enjoying a certain soft drink, that product takes on a new air and prestige as people you identify with seem to trust it.
This psychological and social phenomenon is one of the most powerful tools in the world of digital marketing as it can be used not only in e-commerce businesses, but in any situation where a brand wants to connect its products or services with real customer experiences. Let’s look at 6 ways that using Social Proof will bring you closer to the goals your business has set.
1. User-Generated Content (UGC)
In the marketing world we often say that “content is king”. But user-generated content is a democratically elected representative! According to a study by CoSchedule, 69% of the public share information online because it allows them to feel more engaged in the world.
User-generated content (UGC) can be used in campaigns with short-term goals or become part of a company’s long-term digital strategy. However, in both cases, it is necessary to follow some basic principles:
- You need to encourage your audience to create content with your brand or product, helping them to do so spontaneously. One of the most commonly used strategies is to ask customers to take pictures of your products, tagging or mentioning you on their social media or using a branded hashtag that you have designated. Branded hashtags are an effective way to encourage, collect and automate user-generated content, especially on Instagram and Twitter
- Create a plan for how you will track user-generated content and choose content that is as close as possible to your company’s brand identity and that you know will generate positive feedback. By doing so, you’ll encourage the creation of quality content, thereby educating your audience and making them feel part of your brand community.
- Use Influencer Marketing to your advantage. Whether it’s a well-known celebrity with a strong online presence or a micro-influencer, an effective partnership is capable of bringing large numbers of sales and interactions to your company’s pages.
2. Testimonials
We are all familiar with product, service & customer experience reviews on websites. But the power of these testimonials lies in the complete transparency and credibility they convey to the audience. By effectively communicating testimonials not only from customers but also from the company’s partners, an image of credibility is built that potential customers will take into consideration during their purchase research.
However, these testimonials must always be personalized and specific and refer to aspects and benefits described by the company itself. That is, a completely generalized testimonial that appears to have been written mechanically and that may not be true may do more harm than good, whereas if it confirms a specific benefit described in the product or service, the benefit is enormous.
3. Certifications/Distinctions/Awards/Awards (Business Credentials)
While testimonials add value to a product, certifications, awards and accolades can add confidence in your company. It is important for businesses to promote their business credentials as part of their social proof strategy in order to communicate to the public their expertise, experience and quality of work that has been recognized by domestic and international standards.
4. Case Studies
Another effective way to strengthen your social proof is Case Studies. Through them, you have the opportunity to describe in detail what the difficulties were, how they were resolved and what the positive results were, always based on real evidence. The public and especially members of companies in the industry will identify with your stories, thus enhancing your brand image as the honesty of communicating the challenges and problems you may have faced as a company helps build relationships and attract audiences.
5. Campaigns “Refer-a-friend”
The fact is that we trust the testimonials of people we know much more than online user reviews. Therefore, using satisfied customers to recommend products and services to people they know is a widespread marketing technique that produces great results.
Create campaigns that incentivise your customers in the form of a benefit when they invite their friends to sign up to your page or make an online purchase. Proven to be one of the most effective forms of social proof as 87% of the audience who had a positive experience buying from an online store will repeat purchase in the future. Thus, you are building relationships and creating an audience that trusts you after they have associated a purchase from you with a highly positive experience
6. Reports from the press ( Earned Media)
If the press has published positive mentions about your brand (we refer to this as Earned Media) it is a great way to increase brand awareness and by using the backlinks generated from these mentions to your website, you can exploit them not only as social proof but also to improve the SEO of your website!
Which Social Proof method has the best results?
AstroLabs’ Digital Marketing experts, during the necessary research to create a digital strategy that will bring you closer to your business goals, will use the Social Proof techniques that fit your corporate identity and the audience you are targeting. But let’s look at some interesting stats about the impact of Social Proof on audience consumption habits according to BrightLocal:
- 82% of consumers read online reviews of local businesses, with 52% of 18-54 year olds saying they “always read” reviews
- The average consumer reads 10 reviews before they feel they can trust a business
- Only 53% of people would consider using a business with a rating of less than 4 out of 5 stars
- The average consumer spends 13 minutes and 45 seconds reading reviews before making a decision
- Among consumers who read reviews, 97% read business responses to reviews
- 67% of consumers were asked to review a local business – with 24% offered a discount or gift for submitting a review
