What is Social Proof and Which Kind Works Best?
I was buying corncob last week and I wasn’t sure which brand to take home, so I took the nicer looking bag home. When I got there, my aunt was visiting (best cook I’ve ever met), saw me putting away my groceries and pointed out that the bag of corncobs and said that the ones I bought were not only the most expensive, but that they had the smallest kernels. She then gave me the name of the brand she has been buying for years I was sold. Who would know more about corncobs, my chef aunt or microwave-as-much-as-possible-me?
Needless to say, I now enjoy a sweet and rich corncob on my lunch break.
We tend to listen to what friends and family when they recommend a product or service because you really trust them. According to a Word of Mouth Report by Chatter Matters, this is one of the most substantial forms of recomendation:
83% of consumers say these recommendations make them more likely to purchase a product or service.
So, what is social proof and which kind works best for our business? Keep reading below and begin to consider including it in your marketing plan.
What is Social Proof?
Social Proof is the idea that consumers will adapt their behavior according to what other people are doing.
Some ways that social proof manifests itself are:
- Celebrity Endorsement
An industry expert or influencer endorses your product by getting photographed with it, blogging about it or promoting it on their social media platforms.
You are more likely to purchase a product on Amazon after going over customer reviews. You are also more likely to avoid a plastic surgeon if Yelp gave them 1.5 stars.
- Social Media Shares
The influence social media has on your business is massive. People are always on their phones, either scrolling through their timelines or posting. If your posts are viral, you can rest assure more people will become interested in what you sell.
- FOMO
Fear of Missing out or FOMO is a phenomenon that influences our purchasing behavior. If others are running to buy from you, people will feel the urge to see what all the fuzz is about.
- Friend Recommendation
You will watch that movie your friends are gushing about. Why? Because you trust them. You know they will not try to sell you something, but rather persuade you to experience what amazed them as well.
Which Work Best?
- Push for customer reviews. The average customer will purchase after reading 10 reviews from a specific product or service.
- Stay on top of your review game. 57% of customers will not buy if your product or service has less than 4 stars.
- Logos of other companies on the website. Placing logos of companies that have bought from you or worked with you has proven to boost conversion by 400%.
It is the time you become an influential brand within your audience.