The Power of Social Proof

The Power and Utility of Social Proof

Once social media became the immense resource it is, it was only a matter of time before the concept of social proof, which is the tacit approval and conformation to a particular point of view or taste because many of their compatriots do, became a valuable commodity.

The ability to sway large segments of people with a notion totally supported by the crowd is a heady idea. There are many types of social proof out there, and they can bet put into use in the form of testimonials, expert endorsements, sheer numbers and more.

Let’s look at 5 types of social proof, and let the ideas begin to flow in your head.

5 Powerful types of Social Proof

Celebrity social proof You’ve seen this one countless times, as the latest, hottest celebrities endorse products they like. Now I’m sure Peyton Manning eats pizza, but that’s not why it works. It works because people LIKE Peyton, and trust him. Papa John is smiling all the way to the bank.

Scarcity ploy In this consumer-driven society we live in we all live with the fear of missing out. This is because you or someone else has just informed them that they really need this right now, just like hundreds of others just like them have gone for this limited time, one-time only offer.

Expert social proof There’s something about placing your trust in someone who has been through it, or is viewed as an authority or expert on the subject that conveys just enough trust to get people to buy into the offer. This is where the term “influencer” originates from, and is a powerful technique in sales these days.

User generated Many times satisfied customers feel compelled, (especially when encouraged) to leave a review. This is golden, as you didn’t need to do any ting extraordinary to get it, and it strikes a chord in your readers as someone just like them has found your product or service useful. This form carries an authenticity that is hard to beat.

Peer pressure – The power of social media can extend into the personal lives of users, when they are recommending things to their friends. There’s an unwritten obligation to take this more seriously, and perhaps give it a chance, based solely on their friends recommendation. I guess the lesson here is be careful who your friends are!

Luke Harlan
Marketing Strategist

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