The principle of social proof states: “The greater the number of people who find any idea correct, the more the idea will be correct.”
— Robert B. Cialdini
What is Social Proof?
People say that we tend to do what others do. For the most part, it’s true. As people, we all have a natural desire to fit in, follow the norm, and be accepted.
Brands have learned how to take advantage of this through, you guessed it – Social proof! They’re targeting the reason behind our desire to follow others. It’s becoming a well-known psychological phenomenon. Think of it as following others in an attempt to reflect the right behavior in a certain situation.
Social proof is often seen as a powerful social influence that affects our decision-making processes entirely.
It can take on many different forms, like customer reviews, testimonials, endorsements, and social media likes and shares. It’s becoming a very common and popular marketing and advertising practice because of how it successfully builds credibility and trust with consumers.
How many people are subject to social proof?
We’ve all at least once in our lives fallen into the trap of the undeniable effects of social proof. As consumers, we are affected by the way it impacts our decisions. A large percentage of people are influenced every day by recommendations, celebrities, friends, and online reviews.
Did you know that content from influencers drives higher engagement rates compared to brand-generated content? Younger millennials are far more likely to buy something just because an influencer recommends it.
The average consumer reads around 10 reviews before making a purchase. The trust in these recommendations is so strong that many people are willing to trust the opinions of strangers over what a company says. In the digital age, we find ourselves in, it’s clear that social proof can have a big impact on buying behavior.
Why do people value social proof?
1. Need for acceptance:
We are social beings and have a strong desire to belong and fit in with others. When people see that others are taking solace in a specific behavior or holding a certain belief, they feel pressure to do the same. Many people believe this stems from the need to feel accepted by the group.
2. Informational influence:
When people are faced with a difficult choice and feel uncertain about what the right one would be, it’s common to look to others for guidance. Social proof gives us a sense of certainty and validation. We believe that if others are behaving in a certain way, it must be the correct or appropriate action.
3. Fear of missing out:
Fear of missing out (otherwise known as FOMO), The fear of missing out plays a big role in driving people to follow the actions of others. When we see that others are taking part in a trend or event, we automatically feel like we should as well. We always want to avoid feeling left out or that we are missing out on the potential benefits if we don’t follow suit…
4. Cognitive shortcuts:
Simply put, in a world filled with information and choices, we often rely on mental shortcuts to make decisions for us quickly. Social proof serves as one of these cognitive shortcuts. It allows us to make decisions based on the actions of others rather than doing our own proper research or analysis.
Types of Social Proof
Now that we know that people value other people’s opinions, let’s take a look at what sources we could use:
- Testimonials: Any piece of written or verbal endorsements from satisfied customers or clients.
- Case Studies: Detailed accounts of how a product or service helped a specific customer achieve a certain goal or overcome a particular challenge.
- Reviews and Ratings: Feedback and ratings provided by customers on review websites or social media platforms.
- Endorsements: Public support or approval from a well-known individual or organization.
- Social Media Mentions: Posts, shares, and comments on social media platforms about a product or service.
- User-Generated Content: Photos, videos, and other content created by customers that show their experience with a product or service.
- Influencer Recommendations: These are recommendations or endorsements from social media influencers or bloggers with a large following.
- Social Proof Icons: Any type of logo or badge from trusted organizations or industry associations that validate a product or service.
- Subscriber/Follower Count: The number of followers or subscribers a brand has on social media or via email.
- Social Shares: The number of times a piece of content has been shared on social media platforms.
Understanding the role of Social Proof in Influencer Marketing
Now that we know why our communities and peers have a significant influence on us,let’s take a look at why businesses should consider influencer marketing as a strategy.
1. Access to a targeted audience:
Influencers, regardless of their following, have a dedicated and engaged audience that trusts their opinion. Their audience also trusts what they recommend, which is why partnering with them as a new brand will help you reach a larger audience and make more sales.
2. Building credibility and trust:
Influencers are seen as trustworthy and knowledgeable figures by their followers. When an influencer recommends a new business or product, it can help establish credibility. This social proof can influence consumer perceptions and encourage them to try out the business’s offerings.
3. Increased brand visibility:
If you want to increase your brand’s visibility, one of the easiest ways is to use someone in the public eye. This way, influencers can help increase brand awareness in an already crowded marketplace.Influencers are so loved because of their ability to create authentic and engaging content. If they had to create content that showcases a new business to a wider audience, they would generate a buzz and interest around the brand.
4. Authenticity and relatability:
Influencers are known for their authenticity and relatability. It’s what stays with us as consumers on a personal level. When an influencer helps promote a new business, it can feel more genuine and less like traditional advertising. So, it makes a new business look more appealing to consumers.
Final thoughts…
In a world where consumer trust and credibility reign supreme, influencer marketing stands out as a powerful tool for new businesses to leverage social proof. Partnering with influencers who resonate with their target audience is a game-changer when it comes to increasing visibility and credibility, and turning those ideas into sales. Brands can no longer just sit on the sidelines and watch as potential customers slip away.
As we navigate through the digital age, it’s clear that the influence of social proof continues to shape consumer behavior.
Where do you start:
If you wanted to use this method to your advantage (and we highly suggest that you do), where would you start? Well, the first thing you need to do is find an influencer.