Social proof plays a key role in marketing, and this is even more important on a platform as saturated as Instagram. By 2021, there were more than 200 million business accounts, with a 71% probability that the majority of U.S. businesses use Instagram for marketing and branding. Just like with online shopping, people consider the same indications of trust when scrolling through Instagram.
Particularly if they’re in search of new brands and products. What do other customers have to say? Reviews, suggestions, or testimonials? Is this brand talked about on social media or written about in the media? Has the company ever won any awards? That’s why it’s crucial for a business to not just have branding and advertise a product or service, but to also create incentives to make people obligated to buy from you.
It might seem like a technical and confusing concept, but social proof is something you encounter and use every day; whether you’re shopping online or choosing a restaurant. It is logical to view social proof as a form of information that others provide, rather than our own limited experiences.
We look to others to inform us how we should dress, where we should eat, and how we should behave. We’re all familiar with choosing the product with the highest rating or choosing a busy restaurant rather than the one that hasn’t seen a customer in days… How can we use this to bolster our social media presence?
There are numerous ways that social proof can be used to improve your brand identity.
The Professionals
Many people across a variety of fields have become experts. When one of these experts offers an opinion, people tend to take them more seriously as they know that this person is the most knowledgeable in their field.
Users
Customer reviews are the most common form of social proof, particularly for online shopping and checking your local hairdresser’s skills… It’s almost as if you were trying before you bought, but they did the trying for you. Sharing something you like is also a really good way to convince someone to try or buy it, especially if they have the same taste and needs as you.
The chances are, if someone with similar tastes and needs as you like something, you will too. 90% of people said they would be more inclined to buy something if it were recommended by a friend or family member. Knowing what your friends and family like is therefore a key selling point that brands can leverage.
The Circle of People
Always a good idea to trust your friends, so if you see one of them using some service or product, you’ll likely give it a try too. All I’m saying is, that social proof is influenced by you trusting the person suggesting it, as well as their proximity to you. This can also apply to family members.
It also works for the popular restaurant social proof example, where the number of “likes” or “followers” your brand has played a role. Humans are hardwired to trust the opinion of the crowd. If 1,000 customers buy a particular product or are following a particular page, chances are good that they’re right.
Certifications
In the eyes of the general public, this seal of approval from authority stands out as a symbol of quality and reliability. Examples include the blue check mark on his bars of chocolate and the fair-trade seal on his bars of chocolate.
Well Known Celebrity
Famous social proof is a very powerful tool on Instagram and in all forms of marketing. The idea is to market to people we idolize. When you see your favorite celebrities wearing our products, you’ll want to use them too.
Why social proof is beneficial for brands
When it comes to Instagram, most brands think it’s all about how many likes and followers you have. Yes, millions of followers provide some sort of social proof. But what you need is more engagement, and that comes from using a variety of social proofs. It also increases awareness. Once you have a clearer understanding of what social proof is and how it impacts your marketing strategy, it’s time to take it out of the digital realm and implement it in your next marketing campaign.
For this, you don’t have to buy ads or buy her 1 million followers on your page. It’s about being seen as a trusted, knowledgeable, and trustworthy brand that builds engagement over time – more and more followers. Grow your Instagram followers UK naturally by using social proof to drive engagement with your followers.