What is Social Proof? How to Leverage it for your Brand?

So what’s the first thing you would do if you had to buy, say, a mobile phone? You’ll probably shortlist a few models first and then go online to check which one has the best ratings and reviews.

You’re not the only one who does that. Studies show that 97% of customers look for reviews before making a purchase. And 94% of online shoppers reported that a negative review had convinced them to avoid visiting the business altogether.

These ratings and reviews fall under social proof and are like testimonials for businesses.

In marketing, social proof is a very important concept that can help you convert your leads into sales.

But what exactly is it? Why is it that important, and how do you leverage it for your brand?

Let’s find out.

What is Social Proof?

Social proof is a psychological phenomenon in which people try to imitate others' actions because they believe that those actions are reflective of correct behavior.

Over the years, marketers have taken full advantage of this concept to influence their users ’ buying decisions.

Most marketers know that whenever a buyer is unsure about a product, they’ll turn to other people who have already used the product for guidance.

It’s easier for them to believe what these users say because, unlike any promotional content, these are unbiased feedback from real people who have already used the product.

So many marketers have religiously started using it to leverage their brand. And you can do that too, to boost your sales for more profit.

Let’s check out 6 different ways of doing that.

1. Display User-Generated Content

User-generated content (UGC) is one of the most powerful social proofs that marketers use on their websites.

UGC is the content created by customers in which they talk about their experience of using certain products or services. This content can be in any form like images, videos, reviews, etc.

Like mentioned before, people trust such content because they are non-promotional and come directly from the existing customers.

So they appear more genuine than any form of advertisements or promotional content. This makes UGC one of the most trusted social proofs for businesses.

Also, when the existing customers post pictures of themselves using the product, the new ones get to know what exactly to expect when the product arrives on their doorstep.

If you haven’t used UGC for your business, you should do it now. Encourage your users to post it on your website whenever they purchase something from you. You can offer them reward points or discount codes for it in return.

Allow them to redeem it the next time they buy something on your website. This will create excitement, and people will happily post it in the hope of winning the reward.

2. Add Real-time Stats to your Site

Another brilliant way of displaying social proof on your website is to display the real-time stats of the products purchased on your website.

This has a two-way benefit. First, it acts as social proof. Second, it creates FOMO in your users.

FOMO or Fear of Missing Out is a psychological phenomenon in which people take action in fear of missing out on a great opportunity. In fact, 60% of millennials make reactive purchases because of FOMO.

When they see other people buying something good, they want to grab it too, before the product runs out.

So they take quick action on your site. This means that apart from using your real-time stats as social proof, you can also use it as a way to boost your sales.

Products like TrustPulse can help you add real-time stats super easily to your website.

3. Show your Social Share Count

Although social media was first designed as a medium where people can socialize with their friends and family, over the years, it has evolved to become more of a marketing platform.

Today 43% of people use social media as a research platform for buying things. So if you want to boost your sales, it’s extremely important that you create a strong presence on social media.

This will make you visible to more people, and they’ll start recognizing you. A good way of doing that is to create shareable content for your blog.

This can have several benefits. Firstly, it can help you grow your visibility which in turn will increase brand awareness.

And secondly, getting more shares can act as social proof for your brand. More share counts on your blog posts can increase your credibility and help you gain trust amongst your users.

It’s a great way of helping them make a quick buying decision when they land on your site.

4. Add Customer Base to your Site

Another brilliant and very effective way of gaining trust to reach your conversion goal is to display your customer base on your website. Just add the logos of the big names that you’ve done business with.

You can also display the number of countries you serve, the number of countries your customers are spread across, the number of sales made per month, etc.

Doing this can instantly increase your credibility and create a solid ground for your customers to trust you.

It will also tell people that if your brand is good enough for these successful companies, it can be good for them too.

5. Use Media Mentions as Social Proof

Has your brand ever been mentioned in the media? If yes, why not use it as social proof for your business?

Doing that can have several benefits for your business. Apart from building some serious credibility, it can help you gain brand exposure and create brand awareness in the local market. This is essential if you want to grow your sales for more profit.

Also, getting mentioned in the media is a cheaper way of getting promoted, especially if you compare it with paid advertisements.

All you need to do is add the media quotes to your website. You can also cut out the logo of each of these publications or channels and add it to your site to show where you’ve been mentioned.

You can even show appreciation for the mention on your social profiles by writing a few words of gratitude and tagging the media that mentioned you. It’s a great way of letting your followers know about the mention too.

6. Show off your Subscribers or Follower Count

All businesses have their own social media handles these days, and you surely have one for your business too. If you have a huge follower or subscriber base, you can use it as social proof to draw your user’s attention.

When your users see that you have a huge follower base, they find it easier to trust your brand. And since so many people are already using it, the new ones try to imitate their behavior, too, assuming that your brand is good enough to be trusted.

Using social proof for marketing is all about showing your users how credible your business is so that you can persuade them to take action.

So apart from the above options, you can use any other positive elements like trust badges, celebrity endorsements, awards, and recognitions, etc., to your site that shows your business in a positive light. This will assure that your site is a good option to take action, and they’ll definitely do it and boost your conversions.