Can you recall your initial reaction upon seeing someone sporting UGG boots? It’s likely you cringed internally, deeming them utterly “ugg-ly!” Yet, a short time later, you likely found yourself purchasing a pair. What caused this change of heart? The answer lies in the power of social proof. As you navigated school hallways, you noticed your close friends and admired seniors embracing the UGG trend. Fashion websites overflowed with praise, and celebrities flaunted them in every tabloid. The persuasive power of the masses proved irresistible.
This anecdote exemplifies the potent sway of social proof in influencing purchasing decisions. Whether it’s a specialized software solution for businesses or a seemingly unremarkable pair of winter boots, social proof has the ability to reshape our perceptions and guide us toward a purchase.
What Exactly Is Social Proof?
According to Unbounce, social proof can be defined as “the persuasive effect that arises when individuals observe that a particular action or choice is widely adopted by others.” Incorporating social proof into marketing efforts through testimonials, reviews, or trust badges serves as an effective strategy to pique interest, enhance credibility, and ultimately, boost conversions.
Social proof acts as a powerful endorsement for your business, products, or services. Leveraging social proof can significantly impact your business’s growth and prove invaluable in strategies like social selling.
Various Forms of Social Proof
Social proof manifests in several ways. Let’s explore some of the most prevalent forms:
Industry Experts
Every industry has its respected figures who have achieved recognition as sought-after experts. For example, imagine you’re an SEO consultant, and your website features an endorsement from Rand Fishkin (widely regarded as the pioneer of SEO). This testimonial would likely instill confidence in your website visitors, encouraging them to consider your services.
Celebrities
Securing social proof from celebrities can be challenging but incredibly transformative for your business if achieved. Typically, established and well-known companies (think Nike, Dove, BMW) have an easier time obtaining celebrity endorsements due to the significant investment involved. Remember those memorable Lincoln ads featuring Matthew McConaughey?
Smaller companies are better off seeking endorsements from local “celebrities” or industry experts rather than aiming for the likes of Anthony Bourdain or Reese Witherspoon to endorse their product or service.
Recognized Customer Brands
One of the most effective forms of social proof involves letting your customers do the talking for you, as they are the most credible source. The key is to showcase testimonials from well-known customer brands. For instance, imagine Google utilizes your employee training software. Obtaining a review, case study, or even permission to display their logo on your website would be a significant win in terms of social proof from a globally recognized and respected brand.
Peers
Peer reviews hold significant weight, especially when aggregated – think a 5-star average rating from a staggering 21,043 reviews! Why are they so impactful? Because people value and trust reviews from fellow consumers. According to BrightLocal, ** a remarkable 88% of consumers place as much trust in online reviews as they do in personal recommendations**. Presenting a collection of reviews in an easily digestible format can significantly enhance consumer trust.
Digital marketers should prioritize using social proof in two crucial areas: online advertisements that drive traffic to their websites and landing pages designed to convert visitors into customers. Let’s delve into some best practices for achieving this.
4 Effective Ways to Incorporate Social Proof on Your Landing Pages
Let’s examine real-world examples of businesses effectively leveraging social proof.
1. Displaying Logos of Prominent Customer Brands
Showcasing logos of well-known customer brands on your landing page can be incredibly persuasive. When visitors see familiar and respected brands associated with your business, their trust in your brand increases, leading to a higher likelihood of conversion. Take a look at the subtle yet effective example from Zapier below.
2. Utilizing Concise Testimonial Quotes
Incorporating impactful customer quotes on your landing pages is a great way to harness the power of social proof and tap into the emotional side of your audience. Compelling customer anecdotes can often be the deciding factor in a purchase. The example from Drupal below demonstrates this beautifully, featuring both a powerful quote and a photograph of the customer to add a human touch.
3. Leveraging Video Testimonials
Video testimonials are arguably the most compelling way to convert a lead into a customer. Videos have a unique ability to evoke emotions and bring social proof to life. Check out this excellent example from Steve & Kate’s Camp.
4. Showcasing Media Mentions
Has your business received positive coverage from reputable publications like Forbes or Business Insider? These mentions are golden opportunities to incorporate social proof on your landing pages. Consumers often trust major media outlets, so featuring their endorsements lends credibility to your brand. See the example from OptinMonster below.
4 Tips for Utilizing Social Proof in Paid Advertising
1. Implementing Seller Rating Extensions
Consider the example ad below. Incorporating star ratings directly into your ad provides immediate social proof, reassuring potential customers of your trustworthiness before they even click on your ad. If you’re using Google Shopping, you can enable these ratings to appear. Follow the instructions outlined here.
2. Utilizing Review Extensions
Review extensions offer another effective method for integrating social proof into your pay-per-click (PPC) ads. They function as mini-testimonials embedded within your ad copy. Furthermore, review extensions are easier to control compared to seller ratings and are not restricted to the Google Shopping Network.
3. Running Customer Testimonial Video Ads on Social Media
If you have compelling customer testimonial videos, don’t limit their reach to your testimonial or case study pages. Consider running video ad campaigns on platforms like Twitter and Facebook to amplify these captivating anecdotes and extend your social proof to a wider audience.
4. Partnering with a Reputable Brand for a Social Media Contest
The phrase “famous by association” rings true in marketing. Collaborating with well-known brands willing to partner with your business is a powerful, yet often underutilized, tactic on social media. Propose a co-branded social media contest to one of your ideal partners, and develop engaging advertisements that showcase both brands. When potential customers see your brand associated with one they already trust and admire, it creates a strong sense of social proof. This is a common practice at Wistia! Take a look at the example below, showcasing an event we co-hosted with HubSpot. While HubSpot might not be the most universally recognized brand, it holds significant weight among our target audience, making us appear more reputable by association.
Never underestimate the profound impact social proof can have on your business’s growth. Implementing some of these tactics could yield remarkable results.