How the Effective Use of Social Proof Can Easily Build Interest and Trust

What do we mean when we speak of social proof? Is it as simple as receiving some sort of confirmation from the society around us? Or is it something more.

It does mean confirmation, but this answer is far too short. We need to take a much more in-depth look at what we mean by social proof. Afterwards we can look at how to apply it in marketing.

“Hey Charlie, can I ask you something?”

“Sure, what’s on your mind?”

“I’m interested in buying a mirrorless camera. Since you are the best photographer I know, I thought you could help me out with my choice.”

“Well, before I could do that I’ll need to ask you a few questions about what your goals are in photography.”

“Before we try to figure out how much you want to spend, we should think about what you want to do with your camera?”

“Are you interested in taking family and vacation photos? Are you interested in selling pictures and trying to make money at it?

“Are you interested in a camera that can also take video? There are a few more things to consider before we can narrow down what kind of camera you should buy.”

“What kind of camera do you already have? Do you already have a bunch of lenses from your current camera that you’d like to keep using? Or do you want to start fresh with a new system?”

Charlie's friend considers him an expert and seeks his advice.

By asking his friend questions, Charlie can make a recommendation based on his needs. As opposed suggesting the best, most expensive, product which may be inappropriate for his friend.

Research shows that consumers put a lot of weight on the advice of friends in their buying decisions.

Is this the only kind of social proof?

No, it is one of many.

As a professional copywriter, I can tell you that there are at least six different types. We will explore them below.

But before we do that, we need to understand what is social proof?

Social Proof is a psychological occurrence where people follow the actions of others to determine the correct behavior in an unfamiliar situation.

That's a bit of a mouthful.

Dr. Robert B. Cialdini, who coined the term social proof in his groundbreaking book, “Influence; The Psychology of Persuasion.”

Dr. Cialdini postulated that there are six principles of influence which guide people's decision making:

Authority - the desire to follow an expert.

Consistency - the desire for consistency by aligning our external behaviors with our inner beliefs and values.

Liking - the tendency to prefer to people you like more than from people you don’t like.

Reciprocity - the desire to give back to someone who gave you something.

Scarcity - the desire to have things that are rare, what other people don’t or can’t have.

Social Proof - the desire to follow the actions of others to decide on proper behavior for ourselves.

These six principles of influence appear in the following types of social proof. Yet they do not match up in a one-to-one manner.

Celebrity recommendations: Celebrity social proof is when a celebrity endorses a product. It will carry greater weight if it was an unpaid endorsement. For instance, a photo of a celebrity wearing a particular brand of clothes in an everyday setting.

Certification: This type of social proof is where an authoritative figure gives their approval. “Four out of Five dentists recommend sugarless gum for their patients who chew gum” is something I remember from my childhood.

Expert recommendations: Expert social proof is when an expert endorses a particular product. In the case above, Charlie is both a friend and an expert, so his friend will value Charlie’s advice.

The wisdom of the crowd: This type of social proof is when a large group of people appear to endorse a product. It can be very effective when used with the issue of scarcity, the Fear of Missing Out (FOMO).

The wisdom of your friends: This type of social proof is where people see their friends using a particular product. According to a 2015 Nielsen Global Trust survey, 83% say they trust the recommendations of family and friends.

User Testimonials: Actual users recommend a product based on their experience with it. Think of case studies on a company's website or user reviews on third party platforms.

How to use social proof in marketing

Social proof can have a huge impact on your marketing and advertising. A lot will depend on the product or service you are marketing, but these principles will guide you on your way.

1. Build trust and credibility with impartial opinions

Impartial opinions reassure customers that the product lives up to its claims. Customers or third-party experts provide evidence that a product or service is trustworthy.

Research shows that the average consumer reads 10 online reviews before making a buying decision. And a large majority trust user reviews as much as personal recommendations.

Leverage the trust built by social proof to foster loyal, returning customers.

2. Give customers an extra reason to buy your product

Social proof can add a sense of urgency and make the product seem more desirable. The Fear of Missing Out (FOMO) can prompt buyers to act.

Using social proof can increase conversions, reduce abandonment and cross-sell your trending products.

3. Simplify the buying process

In today's hyperactive world, shoppers often struggle with sensory overload. So many choices coming from so many angles can distract customers before they can decide.

It is important to reassure the customer.?Use social proof to reduce tension and guide customers towards the sale.

It helps make the purchasing process as easy as possible. Most consumers would rather choose a top-rated or popular product than weigh all the options.

4. Bonus: Reduce your online returns rate

By using the social proof of customer reviews, new customers get a clear idea of what to expect. They can decide if the product suits their needs. That should help reduce returns of online products.?

Social proof to help customers make informed decisions, which should help reduce returns of online products.?

Social proof is one of the most effective types of persuasion available to marketers. It helps build trust by using the words and experiences of actual customers to win new customers.

It may never be as effective as good old word of mouth – how could it be?

What can compete with your best friend raving about their new favorite product. That’s infectious!

But by finding new ways to deploy your marketing power aided with social proof, the payoff can be huge!

Let me show you how. You can contact me here on LinkedIn or at [email protected]