You've probably heard of the bandwagon effect, a psychological phenomenon that makes people more likely to follow the crowd or join a popular trend. But did you know that you can use it to persuade your audience and boost your conversions? In this article, you'll learn what the bandwagon effect is, why it works, and how to apply it to your copywriting.
The bandwagon effect is a cognitive bias that influences people's decisions and opinions based on what others are doing or thinking. It's based on the assumption that if many people are doing something, it must be good, right, or beneficial. The bandwagon effect can affect various aspects of our lives, such as voting, fashion, sports, or social media. For example, you might be more likely to vote for a candidate who has a lot of supporters, buy a product that has many positive reviews, or follow an influencer who has millions of followers.
We are inherently social beings, and our sense of self is intricately tied to the groups we belong to (as Tajfel and Turner's Social Identity Theory explains really well). What I find fascinating about the bandwagon effect, however, is that it works (and it works extremely well, when it does) only if the bandwagon is made of people we like or we feel in any way connected with. Think for a moment about the 'edgy' behavior lots of teenagers express toward mainstream and popular culture (fashion, music, TV shows etc.): they should 'jump on the bandwagon', but they don't, as if they were immune to such effect. Why? TL;DR: The bandwagon is real and extremely effective, but for it to work you need a real understanding of your audience.
The bandwagon effect works because of two main reasons: social proof and conformity. Social proof is the idea that we look for cues from others to validate our choices and actions. We tend to trust and follow people who are similar to us, who have authority or expertise, or who have a large number of followers or fans. Conformity is the tendency to align our behavior and beliefs with the norms and expectations of our group or society. We want to fit in, avoid conflict, and gain acceptance and approval from others.
We consistently experience an overload of information. The truth is, we don't want to have to think too much. Critical thinking takes up lot's of attention bandwidth and energy. We're wired for cognitive inertia. Subconsciously, our prehistoric brain want to always be prepared for flight or fight response (that never really happens today). So it is always easy to just do what "everyone" else is doing. "If they are all doing it, it must be the right thing to do," our brains tells us. That is why once a social norm is entrenched, it is so difficult to engender a change.
Using the bandwagon effect in your copywriting is a great way to show your audience that your product, service, or idea is popular, trusted, or endorsed by many people. To do this, you can leverage different types of social proof such as customer testimonials and reviews, numbers and statistics, and logos and badges. Testimonials and reviews can highlight the positive experiences and emotions of your audience, as well as the specific features and advantages of your offer. Numbers and statistics can demonstrate the popularity, credibility, or impact of your offer by showing how many people have used, bought, or recommended your offer. Finally, logos and badges can represent the recognition, affiliation, or accreditation of your offer by showing that it is associated with reputable brands or organizations.
One effective way of moving people from current belief to a new one is to use the "pace first then lead" strategy. I have used this in copywriting many times and it has always been effective in getting readers to respond to a call to action. In pace stage, we acknowledge and even clarify why the current habit/practise is good for the audience. Then you segue to the new belief system/action that you want them to adopt. One way is to segue is to say something like, ...but if you think a little deeper, you will realise that there is a better way to do this. A way that gets better and way more results.... Try it. :)
Since the Bandwagon Effect only works when we feel a connection with the people who already are "on the bandwagon", it's crucial to employ linguistic cues that foster a shared background between the audience and the testimonials we present. For instance, while a statement like "[Over 100 users] found our product useful" may suffice, it lacks in creating a personal connection between "them" [Over 100 users] and "you" [the reader]. Instead, something along the lines of "Our product is loved by over 100 [university students / sports fans / Whovians] like you!" can effectively engage the audience directly and make them feel directly involved.
There are several ways that the bandwagon effect can be deployed in copywriting for great persuasive purposes and one of them is through the use of testimonials and user-generated content. Quality testimonials that tell good stories can pack a lot of persuasive punch maximizing the bandwagon effect. The more of this kind of testimonials used the better.
The bandwagon effect can be a powerful persuasion technique, but it can also backfire if you don't use it correctly. To avoid this, be honest and authentic with your social proof. Don't exaggerate or make up sources. Instead, use verifiable, relevant, and current data that matches your audience's needs. Additionally, be specific and relevant with your social proof. Don't use generic or vague examples; use ones that are tailored to your audience's goals and pain points. Finally, be balanced and varied with your social proof. Don't rely on only one type or source; use a mix of different types and sources, such as testimonials, numbers, logos, etc. Using too much or too little social proof can overwhelm or underwhelm your audience.
We live in the age of hyper-personalization: especially when it comes to advertising campaigns, we now have the means to finely tailor our messages to precisely align with the distinct needs of our audience. While it is imperative, of course, that our core message remains consistent, the adaptation of details to suit a specific audience can yield significant differences in reception. E.g.: fitness apps can cater to both sporty users and non-so-sporty users who are striving to be healthier. While endorsements from athletes, fitness influencers, and visibly fit individuals may resonate with the former group, they could discourage the latter, who may prefer testimonials that are more relatable and approachable.
The bandwagon effect is not a one-size-fits-all solution, as its effects can vary depending on an audience's preferences, motivations, and contexts. To discover what works best for your audience, test and optimize the bandwagon effect. A/B testing is a useful method to measure the impact of the bandwagon effect on metrics such as conversion rate or click-through rate, by comparing two versions of your copy with only one variable changed. Additionally, surveys and feedback can provide valuable insights into why the bandwagon effect works for your audience, such as what triggers their decisions or makes them trust your offer.