22 Sep 20 Examples of Social Proof in Action
Written by Sophia Bernazzani
I recently came across the greatest dog bed in the history of dog beds — seriously, it felt like it was made of clouds. And after asking the dog owner about it, I was pleasantly surprised to find out that the same company also made regular beds. (Score.)
Needless to say, I’m now the proud owner of the human-version of said dog bed.
You see, when a friend or family member recommends a product, you’re more likely to take their endorsement seriously. In fact, Nielsen reports that the most meaningful form of advertising is recommendations from friends and family: 83% of consumers in 60 countries say they trust these recommendations over any other form of advertising.
The story of how I bought my mattress is a great example of social proof, which refers to the theory that people tend to adopt the opinions or actions of people they trust. And to help illustrate how brands are using this persuasive technique in their marketing, we’ve put together a roundup of social proof in action below.
What Is Social Proof?
Social proof is the idea that consumers will adapt their behavior according to what other people are doing. It makes sense, right? When we see a line of customers waiting to eat at a restaurant or a photo of a celebrity drinking a certain brand of coffee, it lends an air of gravitas and quality to the product, doesn’t it?
But there’s more to it than that. In fact, according to Buffer, there are actually five different types of social proof:
1) Expert Social Proof
Expert social proof is when an industry thought leader or influencer approves of your product. This could take the form of them blogging, posting on social media, or being quoted or photographed as a product user.
2) Celebrity Social Proof
Celebrity social proof typically takes the form of a celebrity using a product and promoting it on social media or in public. This form of social proof is especially meaningful if the endorsement is unpaid.
3) User Social Proof
User social proof consists of positive feedback from actual users, typically taking the form of customer reviews and testimonials.
4) “Wisdom of the Crowds” Social Proof
5) “Wisdom of your Friends” Social Proof
“Wisdom of your Friends” social proof refers to the phenomenon I described previously: The recommendations from people we know and trust carry far more weight than other types of promotions or advertising. View Full Article >>
Article Compliments of: