Social proof is defined as “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.” (Wikipedia) In other words, we look to others to help make and validate decisions.
We use social proof to make all types of decisions: Where to eat, what to wear, what to buy. In fact, over 70% of consumers consult consumer reviews before making a purchase.
Here are three tactics to use social proof to build trust for you brand.
- Find Your Brand Advocates: People trust people. We trust other consumers more than we trust brands, so leveraging user generated content from social media and reviews is more believable than what a brand says about itself.
- Use Pictures: Adding a face to the digital world makes the commentary seem more real and more believable. In addition, a picture is very believable. Find pictures of your customers using your product or service and use them in email, on a social wall in social posting.
- Better Yet, Use Video. A video capturing a customer or expert review is as close to actual word of mouth as you’ll get in the digital world.
What are your secrets to building trust with social proof?