Social proof is a part of marketing that should never be underestimated, which is why it’s included as an essential concept in my digital dictionary. Social proof refers to how a business can build trust in their brand among their target audience.
From time to time, we all find ourselves in situations where we unconsciously need to know what others think about a specific product we’re considering purchasing, or whether a company ranks high in customer satisfaction before placing an order.
It’s only natural that we seek to build trust in a brand through the experiences of others. Humans are social beings, and our psychology tells us that something is trustworthy when others can vouch for it. Thus, social proof acts as a seal of quality based on positive experiences and recommendations from others.
Why is social proof important?
Every business wants their target audience to trust the brand and its offered service. However, trust doesn’t appear overnight—it is built over time. For startups, brand trust should be high on the list of priorities, simply because it attracts customers and builds a solid reputation.
In digital marketing, social proof is especially important, as online shop visitors naturally don’t have the same opportunity to take a product off the shelf or ask a clerk for advice. Therefore, others’ recommendations and validation of the brand’s message become crucial.
Social proof comes in many forms
Proof that a product or brand is trustworthy can come in many forms.
First, social media has made it easier than ever to explore a brand’s identity and message by visiting their profile on a social platform and scrolling through posts, likes, comments, and tagged content to get a sense of what users think about the brand.
Many companies also take advantage of displaying positive reviews—such as from platforms like Trustpilot—on their website, so visitors are immediately met with trust-building words when they land on the page. This can also be achieved through an internal rating system connected to the website, where customers can evaluate the company’s products or services, for example through a follow-up email.
Influencers build trust
As mentioned, social proof often comes from recommendations by others, especially experts or influencers.
Partnering with influencers as part of your marketing strategy is one of the most effective ways to gain social proof, as it can create a connection to new target audiences through the influencer’s large following.
If a company manages to collaborate with influencers who naturally align with its brand, there is a strong chance that trust in the brand will increase.
Influencers have also become an integral part of the live shopping format, which in its own way contributes to social proof. During live shopping, customers have the opportunity to see products live “without filters” and even watch how influencers use the products.
Live shopping combines multiple types of social proof; the audience gains a more authentic and trustworthy understanding of the brand and its products, as well as insight into which items individual influencers or experts recommend. In this way, live shopping can both ensure strong social proof and drive impressive sales.
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