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

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

Once social media became the immense resource it is now, it was simply 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 an important commodity.
The ability to influence large groups 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 to use in the form of testimonials, expert endorsements, sheer numbers and more.
There are lots of ways to use social proof, for the time being let's consider 5 different types, and let you begin to grasp how you might use them in your business.

5 Powerful types of social proof

1. Celebrity social proof - You've seen this one a million 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, and trust him. Papa John is smiling all the way to the bank.
2. 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 dozens others just like them have gone for this limited time, one-time only offer.
3. Expert social proof - There's something about placing your trust in someone who has been there, 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" comes from, and is a powerful technique in sales these days.
4. User generated - Having your customers provide 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.
5. Peer pressure - The power of social media can extend into the personal lives of users, when they are recommending things to their friends. There is an unwritten obligation to take this more seriously, and maybe give it a chance, based solely on their friends recommendation. I guess the lesson here is be careful who your friends are!