Learn What Social Proof is and How It Can Best Be Used
Once social media became the immense resource it is, it was just a matter of time before the concept of social proof, which is the tacit approval and conformation to a particular point of view or taste because lots of their compatriots do, became a valuable commodity.
This exceptionally popular and powerful tactic is admittedly very appealing. Getting large numbers of people to cast votes in your favor, merely by virtue of what they like or follow is a notion no marketer could let pass idly by.
There are lots of ways to use social proof, for the time being let’s have a look at 5 different types, and let you begin to think of how you might use them in your business.
5 Powerful types of social proof
Celebrity social proof – You’ve seen this one a million times, as the latest, hottest celebrities tout products they like. Now I’m sure Peyton Manning eats pizza, but that’s not why it works. It works because people LIKE Peyton, and trust him. Papa John is smiling all the way to the bank.
Everyone else on the planet has it – The fear of missing out on something you’ve just told them they need, because 15,494 of others like them have just gotten one, is a powerful tonic.
Expert social proof – There’s something about placing your trust in someone who has been through it, or is viewed as an authority or expert on the subject that conveys just enough trust to get people to buy into the offer. This is where the term “influencer” comes from, and is a powerful technique in sales today.
User generated – Many times satisfied customers feel compelled, (especially when encouraged) to leave a review. This is golden, as you didn’t need to do any ting extraordinary to get it, and it strikes a chord in your readers as someone just like them has found your product or service useful. This form carries an authenticity that is tough to beat.
Peer pressure – The power of social media can extend into the personal lives of users, when they are recommending things to their friends. There’s an unwritten obligation to take this more seriously, and maybe give it a chance, based solely on their friends recommendation. I guess the lesson here is be careful who your friends are!