Building a loyal customer base and standing out in the crowded marketplace can be challenging.
One powerful way to cut through the noise and capture attention? Leveraging social proof.
If you’re not sure what this means, or how you can do it, you’re in the right place.
Read on to explore how to use social proof in your marketing campaigns in 2024 effectively and how to use tactics like online review management and influencer marketing to generate valuable social proof.
Table of Contents
What is Social Proof?
Social proof is the concept that people are influenced by the actions and opinions of others when making decisions, particularly purchasing decisions.
When people see people they trust and admire - from friends to influencers - doing something, they will copy the actions of other people, trying to reflect “correct behavior” in a given situation.
In marketing, social proof can be used to influence potential customers through external validation.
Essentially, when people see others (especially ones they know or like) using and endorsing a product, they are more likely to trust and buy it themselves. Cool psychology, huh?
Social proof can come in many forms, including online reviews, user-generated content (UGC), testimonials, influencer endorsements, and social media mentions.
How Do You Use Social Proof in Your Marketing Campaigns?
Using social proof in your marketing campaigns can boost your brand’s credibility and influence potential customers. By showing that others trust and value your products or services, you can create more of a persuasive and authentic narrative around your brand.
Here are several ways to effectively integrate social proof into your marketing efforts:
Online Review Management
Managing online reviews is a game-changer when it comes to leveraging social proof.
By encouraging your happy customers to leave positive reviews, you can build a foundation of trust and credibility that attracts new customers.
With Later’s Influencer Marketing Platform, you can take this a step further. Brands (like yours) can partner with influencers to gather authentic ratings and reviews, which can then be showcased across your social media channels and on your website.
This not only boosts your brand’s reputation but also provides real, relatable feedback that potential customers can trust.
User-Generated Content (UGC)
UGC, like customer photos and videos, can be a goldmine for social proof marketing.
When customers share their genuine experiences with your products, it creates a ripple effect of trust and authenticity.
Think of a clothing brand for example; people might want to see how the clothes fit on “normal” people instead of on models.
You can encourage your customers to share their UGC by creating hashtags, running contests, or just asking for their feedback. With the right permissions, you can share this content on your social media channels, website, and marketing materials to maximize your returns.
Influencer Marketing
We’ve talked about how you can use influencers in your online review strategy, but influencers also have more potential to create further social proof. By partnering with influencers, you can tap into their loyal audience and benefit from their endorsement.
In addition to your reviews strategy, make use of influencers through their longer-form testimonials, unboxing videos, and product reviews for social proof. Ultimately, you’re trying to significantly impact consumer decisions in your favor. This might be on blogs, social media or through video content.
Pro tip: Later Influence's influencer marketing platform can help brands seamlessly integrate ratings and reviews into their campaigns, making it easier to collect and share social proof. Book a demo to try it out.
Testimonials and Case Studies
Featuring testimonials and case studies from satisfied customers can be incredibly persuasive. By highlighting specific examples of how your product or service has solved a problem or delivered value, you can provide potential customers with the assurance they need to add a product to the cart and convert.
Social Media Mentions and Replies
Track social media mentions and shares related to your brand with a good social media management tool.
When customers see that others are talking about and recommending your products, it reinforces the perception that your brand is trustworthy and popular. Use tools to monitor these mentions and share positive posts on your social channels.
Of course, sometimes people may share “bad” reviews too, so you’ll need to be prepared with how to deal with the negative comments.
Some brands delete comments which can look suspicious to potential customers, so it’s best to address them head-on!
Examples of Brands Using Social Proof on Social
So many brands are making use of good social proof in their marketing campaigns, but we’ve picked out a few star performers to give you some inspiration:
Dove
Dove celebrates diverse beauty through their "Real Beauty" campaigns, where real women share personal stories and experiences with Dove products.
These campaigns always seem to get people talking. Their approach not only builds trust and connection but also serves as social proof, showcasing how Dove products empower people to embrace their natural beauty.
GoPro
The camera company encourages users to share adrenaline-pumping adventure videos captured with their cameras, like people going skiing off-piste using a small parachute for extra thrills or swimming with sharks.
By featuring these examples of user-generated content on their platforms, GoPro demonstrates the durability and reliability of their products in extreme conditions, creating a community of passionate adventurers and outdoor enthusiasts.
Oatly
Oatly highlights customer reviews and testimonials that emphasize the health benefits and sustainability of their oat-based products. The brand tone is a bit tongue-in-cheek, so they can get away with sharing some of their quirkier feedback.
But at the heart of it, showcasing user-generated content of customers enjoying Oatly drinks, they’re fostering a community of environmentally-conscious consumers who trust Oatly's commitment to quality and ethics.
Patagonia
Patagonia utilizes social proof by featuring customer stories and photos of their outdoor gear in action.
Because they’re keen to share their sustainability and ethical practices, they also share UGC related to their product repair services. This resonates with their target – environmentally-conscious consumers who value durability and product lifespan.
Lululemon
Lululemon incorporates social proof by showcasing customer reviews and testimonials on their activewear products.
They’re good at highlighting real-life experiences and endorsements from fitness enthusiasts and athletes, reinforcing their reputation for high-quality performance apparel.
Make Your Social Proof and Influencer Marketing Work Together
Influencer marketing is a powerful form of social proof because it combines the credibility of personal recommendations with the reach of social media.
People tend to trust influencers they follow and admire, making their endorsements worth more salt.
When influencers share positive reviews and UGC featuring your products, their followers could be more likely to trust and try your brand, which is exactly what you want to increase your reach and conversions.
Using Later Influence, you can incorporate influencer-generated reviews and content into your broader marketing strategy. Find the right influencers and then manage ongoing campaigns, and you’ll be on your way to building an authentic and relatable touchpoint for potential customers.
Curious about how Later Influence can help kickstart your social proof efforts? Book a demo now and discover the power of influencer marketing for social proof.
Social Proof Best Practices
Here are some essential tips for integrating social proof into your marketing strategy.
Be Authentic
You’ll want to make sure that the social proof you use is genuine. Fake reviews or endorsements can quickly damage your reputation. Encourage honest feedback and only partner with influencers who genuinely believe in your product.
Diversify Your Social Proof
Use a mix of different types of social proof to reach a wider audience. Combine reviews, UGC, influencer endorsements, and testimonials for a more well-rounded strategy.
It’s also best that you don’t limit social proof to just one platform, so share examples across your website, social media, email newsletters, and offline where it makes sense. The more places potential customers see positive feedback, the more effective it will be.
Have a Two-Way Conversation
When you get them, respond to reviews as quickly as you can and thank customers for their testimonials.
Even big brands should engage with UGC and find ways to incorporate them in marketing material, so make sure to do this too. Showing you care about customer feedback will hopefully mean you get more of it from other people too.