What is Social Proof and How Can You Use It

What is Social Proof and How Can You Use It?

Posted by Rudy Labordus in Lead Generation Leave a Comment

Learn What Social Proof is and How It Can Best Be Used

If you have no clue what the concept of social proof is all about, let's define it right now. Social proof is the idea that people will shape and conform their ideas and beliefs to the prevailing wisdom of the crowd, as long as it is believable.

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

Let's consider 5 types of social proof, and let the ideas begin to flow in your head.

5 Amazing types of social proof

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

Everyone else on the planet has it – The fear of missing out on something you've just told them they need, because 15,494 of others like them have just gotten one, is a powerful tonic.

Expert – People implicitly trust authority, and if you trot out an expert, no matter how obscure, you have instant social proof. This is where the term “influencers” was born and is a core concept in social media marketing today.

User generated – Having your customers leave unsolicited reviews is something that happens often. (And much more often if you encourage the practice!) It's what you do with these that counts. Visitors to your page often see this as the tipping point because these unbidden “testimonials” carry an air of authenticity that a paid endorsement and other social proof only wish it had.

Friends influence – When products or services come recommended by our friends, we give it a bit more legitimacy than we otherwise might. This is why the number of friends and followers a person has does have some real value.

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