Social proof is a concept that is as old as time. It has just begun to gain traction amongst online marketers as it explains a lot about the success of some online ventures and the failure of others.
To put it simply:
“Social proof in a social media context is the theory that accounts that have high follower numbers are trusted and followed more often”
It can be used to build trust in a social media environment for your business.
Social proof marketing is not new but often forgotten.
Peer pressure
One of the earliest influences on human development is something we have all experienced…” peer pressure”. When one person within your group of peers pressures you into doing something, you’re not so likely to do it.
When many people within your peer group are pressuring you to do something, you’re much more likely to do it. This will escalate as more people join in.
The world of social media is, as you’d guess, much like the real world. In a social media context, social proof comes into play when web users see that a large number of people already follow, like, share, or commented on a piece of content. The increased activity is seen as something desirable to join in on.
What video are you more likely to watch?
Another view of social proof is the idea that people will refer to the past actions of others when they’re unsure as to what they should do. When on YouTube, if someone isn’t sure they should comment on a video or not, a large number of comments will say to them “Yes, you definitely should.” No, or few, comments will say “No, not worth your time.”
The search below was for “social media advice,” who are you more likely to watch when you look at viewer numbers?
Let’s take a look at a more practical setting that we’re all familiar with… television. TV shows have been using social proof for decades.
Watch a sitcom with canned laughter, or laugh tracks, in the background. When you hear those people laughing you’re more prone to laugh as well, increasing your enjoyment of the show and the chance that you’ll watch it more often.
Examples of social proof
There are a number of excellent examples of social proof on this blog. I’ll summarize them in point form so you can quickly expand your knowledge here before clicking over:
- Facebook Sponsored stories rapidly increase exposure which leads to more likes, and even crossovers with other social platforms due to their recognition – even algorithms recognize social proof.
- A key guest blog on a relevant website can increase sales better than an article in the New York Times, or a spot on CNN.
- Klout is a successful social media tool that actually only measures your social proof.
- Yelp’s entire design is centered around social proof – higher star ratings and better comments are a result of customer reviews. You’re more likely to go when more people have given it a high rating – just like peer pressure.
- Bloggers have been promoting their number of subscribers for years. More subscribers = more trustworthy.
- Endorsements on your website from major news outlets a HUGE social proof. If your blog says “appeared on CNN, ABC, PBS, The Washington Post” along the bottom, expect your social proof to increase dramatically.
- Customer testimonials have been used in commercials for years. Some real, some fake – both are examples of social proof.