A consumer’s decision can be influenced by several factors. One of those factors is social proof, like product reviews or testimonials. ** An article posted on Hubspotstates 70% of Americans look at product reviews before making a purchase. In this article & infographic we will show you how to leverage social proof by using several techniques.
Combination of professional & user generated video increase sales effectiveness
A study performed by comScore, the leader in measuring digital channels, reveals the synergy between professionally-produced video content & user-generated product reviews in marketing campaigns. The main question that comScore tried to answer was: “how do user-generated videos complement professionally-produced content, if at all?”
During an actual campaign, comScore evaluated the combination of using both professional and user generated videos by product users. The results indicate that using both types of video will drive higher levels of sales effectiveness.
Frank Findley, Vice President, Research and Development at comScore defines his findings:
In the campaign examined, professionally-produced content and product videos drove strikingly higher lifts when used together than when either was used individually.
While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content.
User generated video adds social proof
Before we go deeper into the social proof of user generated video, let’s take a look at WHAT social proof actually is. Social Proof is a technique used to convince or seduce people, so that they are more likely to perform a desired action. You can use social proof in many ways.
The easiest way is to use numbers, like McDonals does with “Billions and Billions Served.” Using this kind of copy makes people (sometimes unconsciously) think “If billions are served, it must be good”. It makes people believe that if other people are doing it, there’s no reason to have doubts. But you can go much further than just using numbers to add social proof.
People are more influenced by similar people, so when using a testimonial you can add age, location, profession, … of the contributor. People who have a similar profile will identify themselves with these testimonials. Take a look at Bookings.com for example. Check out the reviews of a hotel, and see how they add relevance to the testimonials by adding the “type of traveler” & the country of origin.
Yet again our brain will focus on the testimonials of people who we can relate to. The more relevant a review or testimonial, the more power it has to convince similar people.
5 ways of using social proof
Companies already use social proof on their website, but what about social proof that spreads through social media? Wouldn’t it be great to have happy customers spreading the word about your brand, products or services on social media? This way other people will get in touch with your brand, and new users start to learn about you.
Aileen Lee, partner at venture firm Kleiner Perkins Caufield & Byer*s describes this way of using social proof as “building the foundation for massively scalable word-of-mouth”*. In her article “Social Proof Is The New Marketing” she describes 5 ways of using social proof in your marketing efforts:
- Expert social proof
- Celebrity social proof
- User social proof
- Wisdom of the crowds social proof
- Wisdom of your friends social proof
Leverage Social Proof Everywhere
Now that you know how to use social proof it’s time toleverage social proof everywhere! A lot of companies only use social proof on their website, by adding testimonials or reviews, but there are so many other ways to use social proof. Start promoting those testimonials & reviews using your social media channels.
Want to take social proof to the next level? Read the articles on our blog & get some inspiration!