14 June 2024 |
By - Sudha Mariappan
We are constantly observing sales and marketing in today’s digital marketing world.
Consumers are more hyper aware of what’s happening around them. They have become more skeptical, they make informed decisions and even call out the business if there is any spam.
They are more cautious about their purchasing decisions.
In short, they need more than just validation from the company’s word, they also need confirmation from other sources before committing to a purchase.
This is where a new era of marketing enters, called social proof. This is not just where a simple testimonial stands, its power goes far beyond that.
Let’s see how social proof has taken businesses to a whole new level of marketing, where people will easily trust the business, and improve sales.
What is Social Proof?
As humans are social beings, they tend to believe in a word of testimony from known people. Social proof is a psychological event where people believe in the actions and beliefs of other people, coming under the impression that they are right.
When it comes to sales, social proof can be a powerful tool. It persuades people to believe in other people’s opinions, behaviors, and actions. It's a form of validation that makes buyers trust the business and the services they’re promoting, with some positive reviews posted on their website or on any other platform.
With the abundance of digital platforms and social networks, social proof has evolved into various forms. Sure, word of mouth works in this modern generation as well. But we no longer see direct endorsements from previous customers. Instead, we see it in a lot of analytics type features, such as user-generated content and social media metrics, as well as expert opinions and peer reviews.
Types of Social Proof:
UGC is a useful tool for businesses to get a rock solid testimonial. In this way, people voluntarily post any form of content reviewing the product, and the business can gain immense profit from that content. It is entirely created by customers rather than the brand itself.
Now, UGC has become a cornerstone of social proof because it is authentic. It provided relatable content as it was done by fellow people and not by any businesses.
It is easy to trust because common people who have used the product demonstrate how it is used, as well as review the content, especially in the form of video content.
Whereas in traditional testimonials, the advertisement of the product can be staged, it actually provides a genuine glimpse into how the products are used in real life.
For example, GoPro is a camera brand that excels in UGC by showcasing breathtaking videos captured by its users. This approach made people aware of the product's capabilities and also built a vibrant community of users.
UGC is a breeding ground for content since it is solely created by users. It provides a continuous stream of fresh content if your product is doing well and people are happy with your product.
When you take an influencer word for a product, it is a way how social proof has entered.
Influencers have a major following and have accounts for specific niches. With their particular niche in hand, they can take the purchasing decisions into their own hands and provide testimonials or reviews of the product.
These are people with a more human-like and intimate bond with their audience compared to businesses. As a result, their followers tend to find their suggestions very credible. For example, Samsung or Sony corporations work hand in hand with technology influencers who assess and market their most recent devices.
They are respected by technology enthusiasts due to their detailed reviews as well as the visuals they offer. This detailed review gives potential customers a thorough understanding of the product's features and benefits. Understanding what customers need allows you to deliver a great customer experience at every step of the buyer journey.
The rise of micro-influencers is also a thing now.
Individuals who have less than 100,000 followers can have a highly engaged audience due to their low follower count. Collaborating with these types of influencers will create enough leads, as the followers will have ease of trust with their favorite influencers.
Client testimonials and ratings act as an important form of social validation, with sites like Amazon, YelpYelp, and TripAdvisor playing a major role in what people will eventually purchase.
Through testimonials, customers may be given a selection of curated responses, but when it comes to reviews, there’s something more real about them.
Because they do not filter out anything. They point out the mistakes and even post negative reviews if they’re not satisfied with the product. Therefore, it’s important to have a lot of reviews so that the product can improve with constructive criticism.
For example, when Amazon customers leave in depth feedback and ratings regarding different items, they are in essence helping others who might want such items develop a good understanding after reading their reviews.
Ratings that are high with commendable reviews can make products appear desirable and popular. Detailed feedback speaking to particular issues can help potential buyers identify their own and could desire clarification.
In addition, brands like Amazon add features like verified purchase badges, which help customers find their reviews trustworthy and add layers of authenticity and engagement.
These are some of the types of social proof I’ve mentioned, along with others that exist.
If you need any assistance regarding improving your metrics on social media so that you can have social proof, you can connect with us at info@ontogendigital.com. Subscribe to us for more blogs.