The Marketing world has many aspects, whether it’s social, economic, political, etc. Today, we dive into the science behind marketing, more notably the science of psychology.

Imagine you’re in a massive crowd, frantically waving at an individual, hoping that they would notice you amongst thousands. It may sound far-fetched, but that’s exactly what’s happening to a myriad of brands. The battle to grab the attention of the consumer is both real and fraught with difficulty. 

This is where Social Proof comes to play. 

What is Social Proof?​

The term ‘Social Proof’ was first used by Robert Cialdini in his 1984 book called ‘Influence’. In his words, Social Proof is a phenomenon where “The greater the number of people who find any idea correct, the more the idea will be correct…We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves…”

Here’s an example of how Social Proof is applied in a business context 

You are a consumer looking for a green table. You come across two tables.
One of which has 600 positive reviews and likes, while the other, which exhibits the exact shade of green, has mustered only 50 positive reviews.

Which one would you be more inclined to buy? The first one, right? That’s how Social Proof works. 

If you’re a digital start-up, or just want to build your audience, implementing your Social Proof is the optimal way for new users to learn more about you.

There are multiple ways in which Social Proof can be utilized to harness your already satisfied customers in order to attract potential new customers. Here are the 6 main types of Social Proof you can incorporate into your marketing strategy:

1. Expert: This is where an expert recommends or endorses your product/service. Consider an ambassador program that works best for you.
2. Celebrity: A shout-out from a celebrity always invites widespread attraction from the audience. However, be careful in choosing a celebrity as not all of them have a fan database which your brand can identify with.
3. User: Your clients are your best product marketers. Never underestimate the power of word of mouth. 
4. The wisdom of the crowd: This revolves around numbers. The larger your follower base is, the stronger your marketing influence will be. 
5. The wisdom of friends: Peers can have a profound effect on buying decisions. Make sure that your product/service can be easily shared.
6. Certification: A proof of legitimacy offers a sense of trust and comfort to your audience. Consider getting the blue checkmark on Facebook and Instagram as the first step.

It’s safe to say, Social Proof can have a tremendous impact on your brand. It is, however, a relatively untapped goldmine for brands. If you’re not already implementing such a strategy, consider this guide a sign to start doing so. If you would like further information and details, feel free to get in touch with us.