Gone are the days when digital marketing was all about a few slices of juicy marketing content to get people to buy from you. Today, key decision-makers within large businesses are overwhelmed with consistent brand messaging every day. So, to stand out among the crowd, you have to make a lasting impression quickly, and social proof for brands is the best way to do it.
Due to the strong presence of social media, positive or negative feedback via social proof can make or break your brand. Thus, it’s crucial to invest in nurturing and promoting social proof everywhere.
What Is Social Proof?
Social proof (also renowned as informational social influence) is a “psychological and social phenomenon referring to people’s reliance on the feedback and actions of others to determine what is right and what is wrong in a given situation.”
Social proof for brands is an old-age marketing concept (similar to testimonials in old ads). However, the rise of the internet and social media has spiked the efficacy and accessibility of social proof as we know it today.
Types of Social Proof
There are different types of social proof as far as digital marketing is concerned, but there is confusion. Many people think that recommendations drive digital marketing and advertising. A popular athlete of the moment on a biscuit ad or a hot celebrity in a Super Bowl commercial. Also, we have grown up with this type of social proof, and it makes sense. “I like a certain person because they like X, and I like X too.”
However, some people don’t grasp the concept, as such endorsements are 100% paid. Social proof is effective in raising brand awareness. They can lend credibility to a brand because we think celebrities we respect wouldn’t endorse an inferior product, even if they were paid.
The key to effective social proof is its reality. Real folks with real opinions and no shilling. This includes:
- Client reviews
- Customer testimonials
- Case studies (video case studies too)
- User-generated content
- Awards or certifications
- Engagement on social media
- Ad on social media
As per study, 66% of consumers trust customer reviews, making this a successful and effective strategy. However, excessive negative reviews can bring the opposite results, leading to a 70% loss of potential customers.
Another study shows that 92% of business buyers and 87% of customers examine online feedback and reviews before engaging with a brand. Customers are more likely to purchase when they see a trusted review from a customer of a brand’s products or services.
Mentioning numbers of subscribers, units sold, etc., can be mighty effective for several B2C brands. Moreover, for B2B brands that offer a service, case studies and testimonials can be super helpful. This is true when that social proof comes in video form. Visuals make social proof for brands look even better. Humans tend to crave visual content, and seeing human faces can make a difference, especially when we talk about believing an opinion.
A survey found that 79% of respondents preferred video testimonials when researching a brand or product. Further, 2 out of 3 were more eager to engage with the brand after watching a video.
In short, social proof for brands is all about enabling someone else to acknowledge and talk about how amazing a product or service is. It shows the prospects that others who have engaged with your company have had satisfactory results and are pleased enough that they are willing to endorse it in your marketing materials. Nothing can beat the badge of trust your prospects show.
Social Proof Benefits
Social proof for brands can be effective, provided it is subtle and doesn’t give you a bragging impression. While sharing social proof with your audience, it should be used as a benefiting tool and not as a way to prop up the brand.
The benefits of social proof go far beyond trust and brand awareness. It can positively impact search engine ranking, as Google likes social proof examples listed on a company’s website. Content for social proof can also be an important tool for social media efforts and can be shared across platforms. How do social proof benefits impact brands? Continue reading:
A Quick Route to Success:
While reading a long list of product features, process summaries, or your brand’s background, a prospect would prefer a short testimonial or read case studies to see that you have helped companies achieve desired and real results.
myCred offers a premium social proof add-on for WordPress sites. This add-on offers various features such as real-time notifications, setting notifications, and setting notification reference points. These notifications alert the website visitors of different activities such as posted comments, viewing videos, etc. So, the myCred social proof add-on can be a massive tool for converting visitors into buyers.
Social Proof Benefits Provide a Snowballing Effect:
The more customers who act the same way, the larger the influence would be. Quality does matter, but quantity helps you stand apart from the competition. Try to show case studies from clients in your industry to help anyone who might be interested in what you have to offer.
Google Likes Social Proof:
Google ranks sites on tens of factors; however, few are more crucial than the endorsement of others. Apart from links from other websites, Google considers social proof, links to and from customer websites, and other social proof elements accessible on your website.
This is good fodder for social media:
Social proof and social media go hand in hand. Every subscriber, like, or follow is a nod from a customer or an engaged individual in favor of you. Social proof benefits you by getting traffic to go directly to your site and helps you engage with other businesses.
Which Social Proof for Brands Works Best?
The following are some noteworthy stats about the types of social proof that work best and what you have to know about convincing your potential customers:
According to HubSpot:
- 88% of consumers trust user reviews as much as personal recommendations.
- According to Voices.com, placing the logos of business customers on a company website can increase conversions by as much as 400%, according to Voices.com.
- Influencer marketing has been considered the fastest-growing consumer-acquisition channel.
- The average consumer reads ten online reviews before making a purchase decision.
- 57% of consumers will only buy or use a business service if it has at least a 4-star rating.
- For 50% of all consumers, their next step after reading a positive review about a company is visiting their website.
Final Words
Social proof for brands can be a mighty weapon in their arsenal. Relate yourself to the clients you are reaching and find the best form of social proof that would be. When it comes to picking one of the formidable types of social proof for your brand, focus on content that represents your target audience. Help prospects see themselves through your product or service. By offering similarities between your examples and your audience, you will see increased sales over time.
