First things first, what is social proof?
The basic principle – it’s the idea that people are more likely to trust and follow the actions of others, especially those they perceive as being similar to themselves. And in the world of digital marketing, it’s more important than ever.
According to Trust Radius; website social proof statistics show that 56% of B2B tech vendors utilise review sites for social proof and customer references.
Human behaviour online is fascinating and socially constructed meaning takes place. An idea takes form and becomes a reality. This can be positive or have detrimental consequences and the science is in!
Ever wondered how we had a toilet paper shortage during the past 2 years?
The Journal of Retailing and Consumer Services published a recent study on the tissue disaster. The outcome? Experts say social media makes people more anxious about what is to come, which had an impact on stock supplies (Reuters, 2020); therefore, consumer panic buying of toilet paper increased across the globe based on a socially constructed meaning during the Covid-19 outbreak that led to stockpiling behaviour of consumers.
So we have a clear understanding of Trust Building + Storytelling when actioned correctly can have an impact. You want it in your favour! A super power too big not to have infused in your business.
Without further ado, let’s do a deeper dive into the five reasons why you establishing positive social proof with your audience is essential.
- It builds trust. People are naturally skeptical, especially in the anonymous world of the internet. By showcasing social proof, you’re essentially saying “Look, all of these other people have used and loved our product/service, and you can trust us too!”
- It encourages action. When people see others taking action and benefiting from a product or service, they’re more likely to take action themselves. It’s the classic “If they can do it, so can I” mentality.
- It amplifies your message. When people share positive experiences and feedback about your brand, it reaches a wider audience and carries more weight than any advertisement or self-promotion ever could.
- Social proof boosts your credibility. When your brand is associated with happy customers, industry experts, and trustworthy organisations, it instantly boosts your credibility and authority in your industry.
- It’s essential in today’s digital age. With social media, review sites, and online communities, people have more access than ever to the opinions of others. By ignoring social proof, you’re essentially ignoring a huge aspect of today’s digital landscape.
Need help?
Interested in boosting your marketing or learn more about how to amplify your Digital Media efforts? Check out the Digital Solutions Program, based in Victoria, the program is for eligible small business operators and we are very humbled to be mentors for the program. You can check it out here: digitalsolutions.