What is Social Proof?

In 1984 American Psychologist Dr. Robert Cialdini coined the term Social Proof in his book “Influence- The Power of Persuasion”. The concept is based on the impact of feedback & endorsement, the natural tendency we have to adapt to suggestions and emulate our behaviour according to positive affirmations.

How to effectively leverage your business with the right (and ethical) Social Proof methods? Here’s what we would do –

• Case Studies

Case studies are formally written content that provides insights on the successful or favourable outcomes & experiences of interacting with the brand, purchasing a product, or availing of a service. They serve as legitimate sources of references powerful enough to influence the purchase behaviour of individuals

• Testimonials

Testimonials can be expressed verbally or as feedback/reviews on social media & websites. The endorsement of a brand from its users forms an impression about the brand that gives a great rep to its potential customers.

• Existing Clientele

Highlighting the trust factor with existing or former clients gives major credibility to a brand, recognizable brands lend goodwill to their partners and service providers through association.

• Accolades

Celebrating accolades and milestones achieved by the brand and highlighting the certifications and accreditations awarded reflect the quality of the brand’s products & services offered.

• Opinion Leaders

Key Opinion Leaders or Influencers attract audience through their brand endorsement, they can also create a sense of urgency & FOMO (Fear of Missing Out) effect by promoting Exclusive/Limited Time discounts & offers.

• User Generated Content

User Generated Content is arguably the easiest & cost-efficient Social Proof method. It can be executed in various ways from Hashtag based campaigns, Product Reviews & Giveaways to a simple “Shout-out” by resharing their social media content mentioning the brand.

• Statistics

Data and numbers can be dry information but when used right, they are valuable statistical figures that show that the brand is seasoned and has the numbers to back it up.

• Integrations

Integrations work as Social Proof by being accessible & seamlessly integrating cross-platform usage. This method is usually employed by the E-Commerce sector to facilitate payments, delivery & logistics.

Ex- Third-Party Service providers like Talabat & Noon listing outlets & sellers with their products and user feedback.

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That’s our top picks for White Hat solutions using Social Proof, we advise entrepreneurs to not rely on spammy methods using interactions from bots, ghost followers, and paid Quora/Reddit reviews. These practices not only violate community guidelines of your social accounts (resulting in shadowban & suspension) but also look amateurish to your audience.

At INDEX Media we know what works best & use the right blend of Digital Marketing techniques powered by quality content curation, if you found this article insightful, reach out to us today at marketing@indexmedia.ae for a quick consultation about your brand’s digital marketing needs.