Why Social Proof is a Must for Businesses and Customers? You Won’t Believe the Results!
Have you ever watched a fun TV ad and then really wanted to get that product? Well, that’s something called social proof, and I’m here to tell you a cool story about it! Remember how you loved watching those Toy Story ads? Guess what — lots of kids all around the world loved it too! The Toy Story movie series was so popular that they persuaded kids to want toys that looked just like the characters from the movie. Can you believe it? In fact, they sold over 250 million Toy Story toys, simply wow!
In simple words, social proof means persuading people to buy a product through an advertisement, user reviews, or a social media post. Read this article to know all about Social Proof.
What is Social Proof?
Social proof is a human behavior where individuals imitate the actions of others to fit appropriate conduct in a specific circumstance. This psychological phenomenon stems from the inclination to rely on the wisdom of the crowd when unsure about how to behave, often leading people to adopt similar choices or actions as those around them.
Psychologist Robert Cialdini introduced the concept of “Social Proof” in his book “Influence: Science and Practice” in 1984. He found that humans tend to look to others when they’re uncertain about what to do, especially in unfamiliar situations.
Types of Social Proof
Planning to buy a product online? Here are the major types of social proof to keep in mind before buying anything:
- Expert Vetted Social Proof: Expert approval for a product happens when you believe it’s good because a knowledgeable person, like a scientist or a field expert, says so. If a famous dermatologist says a salicylic face wash works wonders on acne-prone skin, you trust their opinion and think the face wash must be really great at preventing acne. This kind of social proof makes us more likely to want the product because we think it is professionally approved. Now you know why certain skincare products say that it is dermatologically tested.
- Celebrity Influence: Celebrity Influence as social proof is when a famous person, like a movie star or a sports hero, endorses a product. Their endorsement makes you want the product because you look up to the celebrity and think if they like it, it must be cool. For example, Virat Kohli, a popular cricket player, endorses Puma shoes in association with One8. Many of his fans trusted his choices and bought Puma shoes. After Virat Kohli endorsed Puma, the brand’s sales went up by 10% in just one year. This kind of social proof is a powerful tool for businesses.
- User Reviews: When people like us share their thoughts about a product online — like giving stars or writing a short review — it helps you decide if you want it. If a majority of people give a product a 5-star and positive rating, you might give it a try. Wouldn’t you? Even I look up the reviews before buying a certain product as it offers authenticity to the customer.
- Certifications and Seals: Sometimes, we trust things more if they have a special sticker or badge. If a clothing material has a sticker saying it’s 100% cotton, you might believe it’s good for you.
Tools of Social Proof
Businesses use social proof tools to engage more customers and build customer loyalty. Here are some of the popular social proof tools used by small and big businesses:
- Testimonials and Reviews: You must have seen the “Review Section” in most online shopping sites. It is there to convince and gain the trust of the customer. When you see comments like “Best product ever!” or “I love it. It is easy to use and the same as shown in the picture!”, you are more likely to trust the product because other people had a good experience.
- User Ratings and Likes: Ever noticed those little thumbs-up signs or stars under the product pages? The more thumbs-ups or stars, the more authentic the product seems.
- Follower Counts: On social media, the number of followers a person or brand has shown how popular they are. More followers mean more trust and attention.
- Limited-Time Offers: When you see a countdown for a sale, it creates FOMO and makes you want to buy the product faster.
- Popularity Counters: You must have seen the “1.9k customers watching”, some websites show how many people are looking at a product to create urgency among the customers.
- Expert Endorsements: If a doctor or a famous athlete says a product is good, it’s like a stamp of approval. You trust it more because experts know what they’re talking about.
Real-Life Examples of Social Proof
What could be better than explaining Social Proof with real-life examples? Here are some social proof examples that you might be dealing with on a daily basis:
Busy Restaurants: Have you ever noticed that when a restaurant is crowded with people, it feels like the place to be? That’s social proof in action. When we see lots of people enjoying a meal, we think the food must be delicious, so we want to try it too. This is why when you search a restaurant on Google it shows that the place is the most busy at a certain time.
Popular Brands: One of the greatest examples of this is “the iPhone”. The brand’s popularity is at its peak for ages and people continue to stand in long queues to buy the latest product.
Online Reviews: When you’re looking for a lipstick to buy or a utensil to use, reading reviews from other customers helps you decide.
Social Media Likes: Let’s say you post your design online, and it gets lots of likes and hearts. You feel proud because you feel appreciated for what you did. It’s a bit like saying, “If they think it’s great, I must be a good designer!”
Trendy Clothes: When your favourite social media influencers start wearing a certain style of clothes, you might want to try it too. It’s because you see them looking cool, and you want to be cool like them. This is social proof making you want to follow the trend. This is why many fashion trends keep coming back, like that of the “Bootcut Jeans”.
Incorporating social proof into your business strategy can be a game-changer, both for customers and businesses. By showcasing positive reviews, testimonials, and user-generated content, you can create a sense of trust and credibility among the customers. This trust encourages them to make purchasing decisions, resulting in increased sales and revenue.
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