What is social proof?
As humans, we are hardwired to learn from the experiences of others. Therefore, we often choose to trust others to help us make decisions when we may not know what to do. First introduced by Robert Cialdini in his book, Influence: The Psychology of Persuasion, the idea of social proof can be used in marketing to help your potential customers make a buying decision.
Think back to the last time you bought something online. Maybe you were looking for the most comfortable running shoes or the best microwave for your money. When you were looking for your item, did you read any reviews?
You’re not alone. In fact, surveys have shown that over 95% of consumers read customer reviews before they shop. 58% of people say they would pay more for products that get the best reviews. Reading reviews is just one example of how we use social proof to help us make buying decisions.
Why is social proof important in marketing?
We use social proof to help us make good decisions. When we see how others have found success, it helps us feel more confident in making the same choice. By showcasing positive experiences your customers have had with your brand, you will help other people see your product as their solution as well. This makes it easier for potential customers to make a decision and validate their choice.
Social Proof Examples
Let’s look at some ways you can use social proof in your marketing right away.
- Customer Testimonials. Share positive reviews and testimonials from satisfied customers to help build trust in your product or service.
- Case Studies. Create case studies to demonstrate how your product or service has helped others.
- User Reviews. Allow customers to rate and review your product or service to help potential customers make informed decisions.
- User-Generated Content. Encourage customers to share photos or videos of themselves using your product. This helps build a sense of community around your brand.
- Trust Badges. Display trust badges, such as a secure shopping cart icon or a Better Business Bureau seal. These stamps of approval can help buyers feel more comfortable with your business.
- Influencer Endorsements. Partner with influencers to endorse your product or service. If people in your target market trust that person, they will be more likely to trust your brand.
- Social Media Followers. Highlight the number of followers you have on social media platforms like Twitter, Instagram, and Facebook. These statistics show potential customers that you are a reputable and well-liked brand.
- Celebrity Endorsements. Partner with celebrities to endorse your product or service. They can provide powerful social proof and help attract a wider audience.
- Number of Sales. Highlight the number of products sold or the amount of revenue generated. These numbers can be powerful in building trust with new customers.
Check out some of our favorite resources to learn more:
- 20 Examples of Social Proof in Action in 2021 from HubSpot. While you’re there, be sure to grab their 3 FREE case study templates!
- How to use psychology in digital marketing from Sprout Social
- 10 Examples & Tips To Use Credibility In Marketing from Thinkific
- Powerful Facts That Will Help You Boost Your Brand from OptinMonster
Now that you’ve seen some fantastic examples, how will you add social proof to your marketing mix? Let us know! If all of this sounds great but you don’t want to do it yourself, SweetWater Marketing is here to help. Contact us today to see how we can help you create your path to success!