Social proof: what is it, and why does it matter for brands?
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Social Proof—if you’ve dabbled in marketing, chances are you’ve encountered this elusive jargon, but what exactly does it mean and why does it matter? Let’s take a deeper look at Social Proof, its significance for brands, and strategies to harness its potential.
What actually is Social Proof?
By its definition, Social Proof refers to the psychological phenomenon where people rely on the actions and opinions of others to guide their own behaviour. In the context of social media, it involves using the influence of others to build credibility and trust for a brand. This includes anything from follower count to post engagement, positive reviews to testimonials, user-generated content to influencer endorsements.
So, why does it matter?
Much more than a vanity metric, Social Proof plays a crucial role in building trust and credibility for brands on social media. Think about it—would you rather purchase a pair of headphones from a brand with no reviews and a scarce Instagram feed, or would you prefer buying from a brand with 4.5K 5-star reviews, 50K Instagram followers, and endorsements from your favourite micro-influencer? Easy choice, hey?
When potential customers see others engaging positively with a brand, they are more likely to perceive it as reputable and trustworthy, even if the product isn’t necessarily any better. This, in turn, can lead to increased brand loyalty and in turn, better sales. Is it becoming crystal clear that Social Proof really, realllllly matters?
Yep. So, how do I create Social Proof?
Now that we’re up to speed on what Social Proof is and why it matters let’s take a look at how you can build Social Proof for your business.
Create Content That Matters to Your Target Audience
When it comes to enhancing your brand’s social proof, you’ve got to make your social media platforms work their magic! However, it’s not just about following every trend that pops up. You’ve got to dive deep into the content your target audience loves. Take the time to understand their preferences, interests, and values, and then sprinkle that knowledge into your content to create a genuine connection. Use their lingo, their style, and their vibe to truly resonate with them.
That being said, while organic content is all well and good, if you really want to take your brand’s social proof to the next level, you’ve got to put some bucks behind it. Invest in targeted advertising to give your content the boost it deserves. This way, you can make sure it reaches the right audience and increases the chances of it being seen, shared, clicked, or liked. And yep, all those engagements = social proof.
Get down in the comment section and DMs
Giving your brand a voice on social is about more than just posting great content. You’ve got to engage with your customers, respond to comments, messages, and reviews, and show that you see and value their input. Show that there’s actually a person behind the brand and not just some auto-generated, robotic reply.
According to The Sprout Social Index 2023, 51% of surveyed social followers say the most memorable brands on social respond to customers in either their DMs or in the comment section. For further insight on how to make your brand memorable on social, take a look at our blog here where we outline how brand’s disguise as Gen Z in the comment section to connect with their audiences.
All-in-all, interaction with customers on social media not only strengthens the relationship with your audience but also encourages them to become brand advocates, spreading positive word-of-mouth and contributing to your social proof. Win, win!
@jcashenn Replying to @Microsoft 365 to be fair i couldn’t explain my job either #microsoft #socialmediamanagement #johnlamb #brand ♬ bags – sped up sounds
Let Your Customers Do the Talking
@hyram Cocokind in Under 60 Secs ⏰ #cocokind #review #skincare #drugstore ♬ girls like me don’t cry (sped up) – thuy
Incentivising customers to leave reviews for your brand is a powerful way to build social proof. Positive feedback from satisfied customers serves as a testament to the quality and credibility of your products or services, and when potential customers see these glowing reviews, they are way more likely to trust your brand and make a purchase.
Once you’ve got these reviews, make sure you make the most of them. Whether it’s showcasing these customer testimonials on your website, social media platforms, or other marketing materials, by letting your customers do the talking, you can leverage their experiences to influence others and build a strong foundation of social proof.
Don’t Sleep on Influencers
Influencers are, for lack of a better word, influential. Influencers can play a significant role in establishing trust and credibility for your brand. These social media personalities have built a loyal following and have the power to sway consumer opinions. When identifying influencers to collaborate with, it’s important to ensure that their values align with your brand’s. Look for influencers who genuinely resonate with your target audience and have a strong connection with them. By partnering with influencers, you can tap into their influence and leverage their endorsement to enhance your brand’s social proof.
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All in all…
The power of the people combined with an engaged social media presence, can create Social Proof to make your brand truly shine. But hey, if all of this sounds like a daunting task, there’s no need to fret.
UMM is dedicated to establishing and fostering Social Proof for brands locally and globally. Our team of creative experts knows how to sprinkle that magic and create a buzz that will make your brand stand out. So, if you’re ready to take your brand to the next level, get in touch with us here.
In the market for a creative comms solution? You’re in the right place.
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