What Is Social Proof and How Do You Get It? articles

 
What is Social Proof?

The trustworthiness of your business or brand is validated through social proof, which includes customer and influencer feedback, interaction from followers, and partnerships with reputable and well-known third parties. Positive social proof instills confidence in potential customers and encourages them to engage with your business, as they observe others doing the same.

Buffer is using its huge customer base as social proof. Potential customers see lots of other people/businesses joining an organization or signing up for a service, so they’re more inclined to do the same. You feel comfortable because others have gone before you and have good things to say about their experiences.

Businesses need social proof because it addresses people’s uncertainties or objections by:

• Increasing confidence in the website or company
• Easing the minds of worried customers
• Boosting credibility of the company
• Helping people make a decision
• Making them feel like a part of something bigger

But businesses can’t create the social proof on their own; they need third-party influence to sway potential customers. Here’s how to get it.

How to Get Social Proof for Your Business

If your business isn't brand new and offers a product or service that people have used before, chances are you already possess some social proof that can be leveraged. Social proof can come in the form of positive customer feedback or reviews on social media. It can also stem from having a high-profile client. It's possible to obtain social proof in various ways; the key is knowing where to look and how to use it to benefit your business.

Testimonials

Utilizing positive feedback from customers, especially those who share similarities with potential customers, helps to build trust in your business. Testimonials provide strong social proof by demonstrating how your company successfully resolved a specific issue, surpassing mere ratings. When incorporating testimonials as social proof on your website, ensure to include the customer's full name, profession, company, and a photo, as studies have shown that photos enhance trust. It’s important to note that you can also utilize video testimonials, and when choosing the format, ensure that the testimonials align with your buyer personas and cater to your ideal customer.

Influencer Recommendations

When your customers recognize the person endorsing your product or service, it goes a long way in building confidence in your business. It doesn’t have to be a celebrity; it can be someone who is prominent in your industry (sometimes, this is even more effective than celebrities).

Even so, the “rich and famous” still work pretty well. Like this tweet from John Mayer on the Calm website.

Reviews and Ratings

Positive reviews or ratings from customers are one of the initial signs of a trustworthy business. Before making a purchase, two-thirds of U.S. internet users check product reviews. People are increasingly including video reviews as a key part of their decision-making process, as per Think with Google. Consumers are not just interested in reading reviews or ratings; they also want to watch others' experiences before making a decision.

Media/Client Logos

 If your business has been featured in well-known publications or on popular broadcasts, or if you have some clients who are heavy hitters, then be sure to get those logos on your site. It goes a long way in establishing familiarity and confidence among website visitors.

Social Connections and Social Shares

When a social media page boasts thousands (or millions) of followers, it creates an impression of legitimacy and popularity. Similarly, a heavily tweeted blog is perceived as having significant social connections and social shares, making it a powerful form of social proof.

The effectiveness of social proof, especially when accompanied by numbers, lies in people's tendency to view an action as more acceptable when others are also engaged in it. If potential customers observe a large following and considerable content-sharing, they are more inclined to join the trend.

A Few Things to Keep in Mind

Social proof is not a one-size-fits-all application. What works best for one business may not work as well for another business. The best way to find what resonates with your customers is to test—test different placements of testimonials on various pages, a test written reviews versus video reviews, or try out numbers to see if it has an impact (like the buffer home page).

With so much competition online these days, businesses need social proof to build trust and confidence in their potential buyers. It’s not a time to be modest; it’s a time to put it all on the table.