Online shopping has transitioned from website shopping to social media. Nowadays, social media reviews, recommendations, referrals, and ratings drive online purchasing.
That said, using social proof techniques can boost client trust and a product’s online presence when done effectively.
But before we get into in-depth examples, let’s learn the basic fundamentals of social proof.
What Is Social Proof
Studies suggest the majority of internet users spend most of their time on social media. So it’s no surprise how online purchasing engagement relies on “social proof”.
At its core, social proof or informative social cue is a psychological phenomenon where individuals perceive the activities of others are the proper behaviors to follow. Think of the bandwagon effect (with extra steps).
Here are some popular examples of social proof:
- Sharing Products/Services On Social Media – No business should underestimate the impact social media postings about their brand may have on prospective consumers. Enough favorable social media posts might convince someone to buy your goods or services.
- Testimonials – Reviews from actual customers portray a more grounded and genuine opinion. A customer’s testimony also helps guide customers who are still researching a product.
- Influencer Endorsements – Common examples of influencer endorsement include public or social media posts in which the influencer describes and praises the product. The value of this sort of social proof increases when the recommendation is made without any financial compensation.
- Expert Approval – This is obtained when a prominent figure in a field expresses approval for your product. They may be invited to blog about the product, post on social media, or be interviewed or photographed.
- Friend Reviews – People tend to trust a product more if a close friend or relative has already used it. Recommendations and reviews from friends and people we know carry more weight than any other type of promotion.
According to research, 92% of worldwide respondents trust recommendations by friends and family the most. This is followed by online reviews with a 70% trust rate.
How To Use Social Proof In Content Marketing
Using social proof in content marketing is essential in boosting conversion rates. According to “The Psychology of Persuasion”, we perceive an action as more correct when we see others doing it.
This goes hand-in-hand with online marketing on Facebook, Twitter, and Instagram. More individuals using, evaluating, or talking about a product impact our buying decisions.
With that in mind, here’s how you can use social proof in your next content marketing campaign:
Partner With Industry Experts
Having industry experts on your social media platforms helps you use their influence and deep knowledge on a topic to boost the validity of your product.
When an expert utilizes your social media, you both profit. Your audience learns more which helps their decision to buy. Meanwhile, experts can reach those who wouldn’t typically find them.
Respond To Mentions
There would be times when customers, other brands, the press, or influencers mention your product or service on social media platforms. When this happens, it’s best to respond in a way that shows appreciation.
You can use phrases such as “Thank you so much for the mention” or “We’re so happy to be featured”. In some cases, this can lead to collaborations as well.
Share Milestones & Accolades
Another form so social proof is showing appreciation to your customers/followers through Milestones. Reaching certain milestones opens up several opportunities to thank the people who help you reach that point.
You can do this by posting “Thank You” banners after reaching x number of follows, sales, anniversaries, and more. Creating promos or discounts around milestones is also a good way to celebrate and show gratitude.
Use Micro-Influencer Marketing
Micro-Influencer marketing can provide celebrity cost-effective celebrity social proof. Brands can sponsor or give free products to an online influencer that has a decent following.
Although micro-influencers have fewer followers than celebrities, most of their fans are loyal and would likely value a product they use more than any other celebrity.
Use User-Generated Content
Curating and selecting user-generated content to post on your social media accounts is the most cost-effective way to get social proof. Doing this only takes a few minutes and can even be automated.
You may establish campaigns, promote hashtag use, and re-post consumers’ social media postings. Users may submit low-quality photographs. When this happens, utilize free online image-upscaler tools to make social media photographs seem good.
Social proof is among the most effective tools for developing trust in a product. Likewise, researchers have attributed social trust as a major influence on a customer’s purchasing decision.
So when starting your next content marketing campaign, here are some social proof techniques to keep in mind:
- Use Social Proof in Call to Action (CTA)
- Focus on organic reviews as much as possible
- Use Social Proof to build relationships with experts and your audience
- Partner with influencers as they’re considered the fastest-growing consumer-acquisition channel.
- Create case studies with data from satisfied customers