Social proof in marketing is simple. It’s a well-researched psychological concept with robust evidence.
We all lean towards popularity. We love familiarity. Change is stressful. For good evolutionary reasons, we love to rely on a group.
What is social proof in marketing psychology?
This is a great, in-depth explanation of the mental model of social proof, or why we look to other people for what we should think. Here’s my quick summary.
The FOMO factor
Although it might seem negative to feel peer pressure or desire to conform, it’s vital for strong communities. It’s often risky to run against the crowd.
There’s an added dash of FOMO (fear of missing out) thrown in there too. In other words, we hate to lose out. We feel rivalry (sometimes envy) because we’re mostly loss averse and don’t want to miss out on the things other people have.
Group approval is a vital driver
Group approval helps us decide to try new products and services too. That’s why it’s so important for marketers to understand that buying decisions are difficult without trust. Your copy and content must give potential customers proof that they’re smart and correct to trust you. Approval from other people is just one way to show that.
Social proof builds trust in your business
So how can you make the psychology of social proof work for your business?
Well, it’s pretty straightforward and you can start today. Some of it is down to the word choices you make when you talk about your business.
First of all, show your audience that other people have chosen your product or service before.
It reassures them that they’ve made a good decision. There are many ways you can provide evidence. Here are a few examples of social proof in action.
Idea #1: talk about your popularity in specific terms
In other words, frame it in a story. Here’s an example using a candle brand.
This brand doesn’t need to have the best-selling candle in the entire market. However, their bestseller could be popular among remote workers with difficulty concentrating … that’s the story to tell about its popularity. It’s specific, relevant and engaging.
So if you’ve been in business long enough to have bestsellers, make sure you highlight them on your website or store. Tell a story about them using specific details.
And until you can pinpoint your bestsellers, try different wording. You can talk about Favourites or have a category called Recommended. Both these words imply group approval.
Idea #2: engage with your audience
Effective social proof also comes from engaging with potential customers, even if you’re just starting out. In other words, involve them by asking questions, or for their opinion, advice and recommendations.
In time you can also ask superfans to share your content. The wording you use can prompt this, for example –
Share this if you agree or Send to a friend who needs to hear this today.
Idea #3: add Calls To Action incorporating group approval
You can leverage social proof by wording your calls to action carefully. For example, you could say “most people do this now” or simply “join us“.
One of my favourite CTAs for a service business is Save my Seat.
Can you see how this wording implies that other people are making the same choice?
Don’t miss out on social proof
Even if you’re just starting out, there are many ways to leverage the psychology of social proof to help your business grow. Here’s a quick reminder why you shouldn’t miss out.
- We lean towards products and services that are popular and familiar.
- That means we look on brands more favourably if we see that other people like us have chosen them already.
- Above all, without trust, buying decisions are difficult.
- Group approval helps us try NEW products and services.
- Businesses have MANY options to show social proof in the words they choose – testimonials, reviews, follower conversations.
More ideas for building and showing social proof
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Popularity is persuasive. And midlife women like us weren’t always encouraged to shout about our skills from the rooftops. Let’s start to put things right.