We all know that there are multiple factors that are taken into consideration when purchasing a product. In fact, studies show that 70% of consumers say they look at product reviews before making a purchase, and that these reviews are 12 times more trusted than product descriptions from the manufacturers themselves. One of the more recent considerations has been tagged - Social Proof. Buffer recently released an article explaining that "Social proof is the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior."
Social proof has gained attention in the last couple of years because of social media and it's impact on the ease of information sharing. User-generated content, and the internet have made it a lot easier to use it in marketing and communication strategy.
Why is social proof important for your marketing campaigns? Here are 5 examples of social proof and the scientific reasons why they work, published by Ed Hallen.
1. Expert Social Proof
Has your product or service ever received a stamp of approval from a credible expert? Have you received Likes or endorsements from industry bloggers? This is expert social proof and can be in the form of a Twitter mention, Facebook Like, press quote, blog post, etc.
The Science:
Marketers are always trying to get influencers to endorse their product or service. This is often referred to as influencer marketing, but it's much more than a buzzword. Hallen states, "The halo effect is a cognitive bias in which we judge someone’s opinion based on our overall impression of him or her." These online influencers already have established reputations and if positive, anything they are involved with will also be seen in a positive light by association alone. This is why influencer testimonials truly work.
2. Celebrity Social Proof
Celebrity social proof is similar to expert social proof, in that the celebrity expresses an appreciation or liking for your product or service online. The only negative to celebrity endorsements is that the celebrities themselves control the impression of your brand. If they are seen in a negative light, it can be tougher to separate them from your brand. You don't want to them to produce a bad image.
The Science:
Hallen explain the concept of the extended self, stating that "the extended self is made up of the self (me) and possessions (mine). It suggests that intentionally or unintentionally we view our possessions as a reflection of ourselves." This is why consumers look for products that signify group membership and mark their position in society.
3. User Social Proof
User social proof is when existing users or followers recommend a product or service online. This includes customer testimonials, case studies, online reviews and more.
The Science:
User social proof is particularly effective when it involves storytelling. Hallen states, "Although statistics can be effective, it can be tougher to really see yourself in the aggregate the way you can with a personal account." User social proof is scientifically effective because people tend to imagine themselves in other people's shoes when reading a story. This is why they're often times more persuasive and trustworthy. It helps when the reader or follower can relate to your brand.
4. ‘Wisdom of the Crowds’ Social Proof
This type of social proof explains approval of the masses. It's evidence that thousands, millions, or even billions have taken the action that the company wants you to take – making a purchase, subscribing, etc.
The Science:
A big part of social anxiety is the fear of missing out. This is extremely relevant on social media as the sharing of what’s going on in our daily lives means you can constantly compare your status to others on these platforms.
5. ‘Wisdom of Your Friends’ Social Proof
This is by far the most popular type of social proof. There are Facebook widgets that show other Facebook friends that “like” a brand, Twitter displays of people you follow that also follow another person, and the various ways that companies offer rewards for referring others to the brand. Hallen notes a study from a German bank stating, "customers who came from customer referrals had 16% higher lifetime value than those who came from other acquisition sources. Additionally, the customers churned 18% less."
The Science:
Implicit egotism is the concept that most people subconsciously like things that “resemble” them in some way. Hallen says, "we value the opinions of people we perceive as most like us. We tend to become friends with people that we have a lot in common with, so it makes sense that social triggers like Facebook’s Like Box or referral programs are successful."
So how do you begin incorporating social proof into your marketing strategies? It's easy! Start with these small steps:
- Add customer testimonials to your website or newsletters
- Emphasize your follower and subscriber numbers on your blog
- Automate follow-up with great customers or contacts to ask for referrals
- Find experts who are interested in what you’re doing, build relationships and work together to find ways that they can help promote you
To learn more about effective social media strategy and interactive marketing solutions, contact infinitee today.
