Social proof is a term that has gained a lot of popularity in recent years — mainly in online marketing. However, this phenomenon has been widely recognized for years in the field of psychology, but that's not all - the concept itself is as old as mankind.
At its core, social proof is based on trust. Humans are known for trusting the opinions of their friends and neighbors. Nowadays, in the age of the internet, this has transformed into trusting online reviews and testimonials.
In fact, social proof is so powerful that one study found that 92% of people would trust a friend's recommendation, 70% would trust online reviews, and only 40% would trust paid advertising. Without a doubt, social proof is very important for marketing your product, but how can you effectively use social proof in advertising? Here are 6 examples of how to do it.
1. User testimonials
This is one of the most common ways to use social proof in kenya phone number list advertising. It is a genuine way to endorse your product or service and falls within the 70% trust range. User testimonials can come from a variety of sources:
Your company's website
Comments on social networks
Review websites, such as Tripadvisor
Encourage your customers to leave testimonials and reviews on as many sites as possible. The more positive reviews you have, the more people will trust your product, therefore, the greater your social proof will be.
2. Social demonstration of experts
This type of social proof comes from the intrinsic trust we place in authority figures and experts. This can be a little harder to obtain, as it involves having to reach out to industry experts. However, it is an advertising strategy that can bring many benefits.
The dental industry has been using this strategy for many years. Who hasn't seen one of those toothpaste commercials that claims “9 out of 10 dentists would recommend this toothpaste!”
Of course, nowadays, it is necessary to elaborate the strategy a little more. Many large companies have managed to add experts in the research and development of their new products, so they can publish news on their social networks.
Smaller companies can reach out to experts with a large following on social media and offer them free trials of their products. If the products impress the experts, they will spread positive reviews about them.
3. Business support
This is another type of social proof that builds trust in your product. When customers see how many people have put their trust in you, they are more likely to follow suit. Let’s be honest, who would you trust more? A business that has served thousands of satisfied customers or a company that is just starting out? People are much more likely to choose the company with the most references available. Some good examples of references you can use are:
The total number of clients you have had since you started your business
Any recognized client you work for
The number of positive online reviews you have
Any industry awards you have won
Government accreditations that guarantee quality
The variety of products you sell
This type of social proof is generally used by established businesses, as the longer you have been in business, the greater the reputation you have built up. Make sure to add these positive statistics to your website.
4. FOMO – Fear of missing out
You may have heard of Fear of Missing Out (FOMO). It's a relatively new term, but the ideas behind it are very old. Basically, humans don't want to miss out on what other people are doing. If we see a group of people flocking to a site, product, or service, we'll probably feel the urge to follow them.
But then, how do you use Fear of Missing Out as social proof in advertising? Well, you just need to convince people that they are missing out on enjoying products that everyone else is already enjoying. This can be done in the following ways:
Offer limited-time offers. Limited-time sales and events are a great way to generate sales. Just look at examples like Black Friday or Amazon Prime Day.
Provide examples of customers who have acted quickly and the benefits they have gained from making that quick decision. Always remember to ask your customers' permission before using their stories in advertising.
Use exit-intent popups on your website. At the exact moment when a customer is about to leave your website without making a purchase, you can show them an exit-intent popup. This will give your customer a last-minute deal or discount that will hopefully convince them to stay on your website.
5. Celebrity endorsement
This is a new form of social proof that has developed alongside the rise of social media influencers. While you can pay celebrities or influencers to endorse your product, getting natural, unpaid endorsements will have a greater impact.
Similar to expert social proof, you can reach out to celebrities or influencers who are interested in your product, offer it to them for free, and if they like it, they will endorse you.
6. Contemplation
