THAT’S WHAT FRIENDS ARE FOR
SOCIAL PROOF
Our tendency to rely on the opinions or actions of others to inform our own.
As social beings, humans rely on group behavior to determine what is desirable, correct, and socially acceptable. We often assume that others - friends, celebrities, and even strangers - have more knowledge or context, so we look for cues on how to behave, including endorsements, social followings, and even color (Apple used white headphones to signal rapid adoption).
We feel a strong urge to join the majority when "everyone is doing it," especially when it happens in our social circles (check out In Group Bias).
Furthermore, the more people who engage in a behavior, the more we trust it. Consider this: which restaurant is most likely to have the best food - the one with a long line, a short line, or no line at all?
SO WHAT
Consumers strongly rely on others to credentialize products and services.
NOW WHAT
Go beyond testimonials to leverage seals of certifications or awards, user-generated content (photos or videos), case studies, and even employee advocacy.
Use social proof to counter objections. Pinpoint why consumers may not convert and use testimonials to neutralize barriers.
Harness social proof for cross-selling: “People who bought this, also bought…”
AUDIENCE IMPLICATION
Social proof is an incredibly potent motivator in moments of indecision and uncertainty. Analyze your consumer journey to pinpoint when these mindsets are most prominent and utilize social proof tactics paired with personalized recommendations to gently nudge consumers towards conversion.
Before you jump on the bandwagon, make sure it’s playing your song.
- Linda Poindexter