What is Social Proof? (and 5 best ways to get it)
October 14th, 2024
Have you ever felt the urge to buy a product or service because you keep seeing positive customer experiences and examples online? That's called Social Proof. It's something that you might not notice on a day-to-day basis but in the marketing world it's an ever present and sought after lead generation strategy. If you haven't considered your company's approach to Social Proof and how to gain reputation and credibility in the marketplace, your time is now! We've got 5 of the best ways to gain Social Proof and some tips on how to build them into your marketing plans.
But first…
What is Social Proof?
A concept first coined by Robert Cialdini in his 1984 book Influence: Science and Practice, he outlines how consumers tent to conform to what they perceive. Social Proof is said to be a psychological phenomenon where people look to the opinions and actions of others to guide their own behaviour. This is particularly evident in uncertain situations, for example, when making purchasing decisions for themselves and their family.
Social Proof operates on the premise that when unsure of how to act or proceed, one will often mimic the actions of others around them. This is in the assumption that those people possess the knowledge that we seek. This can lead to both public compliance (sticking with the general population) and private compliance (conforming to the group, like on social media).
Different Types of Social Proof:
Expert Social Proof: Recommendations from industry experts.
Celebrity Endorsements: Promotions by well-known figures.
User Testimonials: Feedback from existing customers.
Wisdom of the Masses: Evidence of popularity, including high sales or number of follower on social media.
Social Validation from Friends: Observing peers using a product or service.
So what does that mean for your marketing efforts? Using social proof to boost awareness and influence of your products can be one of the most impactful and valuable campaign elements. As promised, here are the 5 best strategies to gain social proof for your business:
1 - Collect and Showcase Customer Reviews
Reviews on platforms like Google, Yelp and Trip Adviser are a continuing to be the go-to way for customers to share their experiences with businesses, especially in retail and hospitality. Don't forget social media, though. More and more consumers are turning to social media communities on Instagram, Reddit and Facebook to add an extra element of conversation and interaction to the static review sites of old.
If you have all your ducks in a row, so to speak, you should have a plethora of great reviews from your loyal customers. Positive feedback about ambiance, product quality and customer service can significantly influence new customers, as many people rely on peer reviews when choosing where to eat, drink or purchase products. Try adding these to your website, promotional material on social media or even building a short reel to give shoppers the confidence to choose you for their next purchase.
2 - Collaborate with Local Influencers
The influencer economy is (still) booming, and for good reason. Local influencer alignment can significantly boost your overall visibility and help you gain some quick-acting social proof. Finding the right influencer is usually quite straight forward, but making sure you get maximum RoI as well as hit your target audience can take a little more time and effort.
Influencers, especially ones who have a thriving community on social media, can help build visibility and credibility with a potentially new customer base as well as solidify relationships with your existing loyal patrons.
3 - Leverage User-Generated Content
User Generated Content, or UGC for short, can be a very powerful and influential way to promote your product or service. But unlike number 2, encouraging customers to generate and share UGC is a slightly longer more involved process. The key is to offer the right incentive. This doesn't necessarily mean you have pay them directly, but of course a nice bonus of "free coffee" for a review can be enough motivation in many cases.
More effective, though, is to focus on creating a snap-worthy destination. Get creative with food and drink options, displays or create communities that customers are proud to be aligned with. Once you have some great UGC, you can highlight them on your website testimonial section, reshare content on social media, or cut together reels of you most loyal customers' reactions.
4 - Highlight Impactful Stats and Milestones
Ever heard of the phrase "numbers don't lie"? In business, this is exceptionally true. When it comes to social proof, it's hard to beat an unrefutable stat like "1000+ five star reviews" for impact. Other examples of influential milestones might be hitting a charity funding target or how many community events you've hosted.
Make sure to track all your positive achievements and update your audience in real time on your website and social media. This will create a sense of urgency as well as encouraging your customers to participate in your ongoing journey.
5 - Create Compelling Customer Stories with a Case Study Video
There's no doubt that the path to some of the best and most influential social proof is through customer success stories and testimonials. Whether you want to gain exposure and interest for your product, or motivate action for bottom of funnel conversions, case studies are real world proof of your product value and purpose.
At the core of every successful social proof strategy, a video case study (or customer story) brings your loyal customers in front of the camera to share their success in the most authentic and compelling way. Don't be afraid to highlight your internal team to build credibility, as well. Customers love transparency and seeing the faces behind great products. Time to hit the record button!
Proof is in the (Social) Pudding!
As you can see, building a social proof campaign can be highly beneficial to your business. Giving you the opportunity to gain visibility, engagement and overall help to validate the purchasing decisions of your target audience. Whether you use one, two or all of the examples above, you'll be well on your way to winning the high stakes social proof race.
We'd love to help with your social proof strategies! If you'd like to chat about social proof, or ideas for other marketing and sales campaigns, get in contact with us here or click the "Get Started Now" button at the top of the page!