By our very nature, human beings are social creatures. We are all, to some extent, influenced by what others are doing and saying – even if it just piques our curiosity. Cleverly harnessing this attribute has great potential for businesses.
How can you capture and use others’ natural behavior and formed opinions to benefit your business?
KEY INSIGHTS
- Social proof gives your audience (potential customers) reasons to believe in your business, its value, and its authenticity.
- Creating social proof triggers positive conformity bias for your business (i.e. herd behavior), differentiating your brand and helping you build trust.
- Orange County marketing firm Twelve12 offers high-quality, creative strategic marketing services that include building social proof for your brand.
What is Social Proof?
Before making decisions about buying, booking, subscribing, supporting, or donating, it’s natural to consider what other people are doing and feeling. Psychologists refer to this as “social proof”, and it includes:
- Seeing an influencer endorsing a product/service
- Witnessing an expert or other “authority” using or recommending a product/service
- Seeing public enthusiasm (long lines, high-engagement social posts, events being booked out, products being sold out, saturation in the community, etc.)
- An active social media profile (regular, predictable posting by the owner)
Social proof makes others more likely to purchase the relevant product, use the service, or support the initiative.
What is the Psychology Behind Social Proof?
“Social proof” was coined in the 1980s by American psychologist Robert Cialdini, who reported on the fact that humans look to what other people are saying and doing when we don’t quite know how to behave in certain situations. Like “sheep”, most of us naturally take our cues from what the majority does.
This translates directly to marketing:
- What brands and products are other people buying right now?
- Where are people vacationing?
- What charities are “trending” for donations?
- What’s the next “big thing” in dining?
- What style is “in” right now (clothing, décor, architecture, etc.)
- Which service providers do friends and family recommend?
Social proof builds trust.
Why is Social Proof so Important in Marketing?
- 93% of leads read reviews before making their purchase decision[1].
- 97% of consumers won’t consider patronizing a business with a low (2 or fewer) star rating[2]
- More than 80% of consumers trust recommendations/feedback from family/friends more than what businesses tell them[3]
- Almost 90% of consumers find social media valuable when making purchasing decisions[4]
Tips for Creating Strong Social Proof
- Optimize your offering in all aspects and collect genuine reviews and ratings.
- Proudly display brand logos for your big-name clients, partners, brands you stock, etc.
- Publish authentic case studies on your website (e.g. as a blog) and share these on your social media.
- Invite and publish user-generated content on your social profiles – photos, testimonials, videos, and reviews. Create a brand-specific hashtag and encourage your customers to use it where relevant.
- Share behind-the-scenes content, events, sneak peeks, milestones, and achievements. Tell your stories and let your followers see who you are and the human face behind your brand, business, or other organization.
- Boost engagement with polls, surveys, “this-or-that” voting posts, and run competitions to invite and drive new subscriptions and followers.
Contact Twelve12 for Strategic Marketing Services
Social proof is intrinsic to a well-rounded marketing strategy – it turns followers into customers, browsers into buyers, generates leads, and drives advocacy for your brand.
Twelve12 is here to make it work for your business.
Give us a call on +1 (949) 288-6790 or email [email protected]
[1] https://financesonline.com/social-proof-statistics/
[2] https://www.brightlocal.com/research/local-consumer-review-survey/
[3] https://blog.hubspot.com/service/customer-acquisition-study/
[4] https://www.smartinsights.com/ecommerce/social-commerce/social-commerce-trends-for-2020-you-need-to-look-out-for/
