Harnessing the Persuasive Power of Social Proof for Your Content Marketing Strategy
As a kid, do you remember your parents asking, “If all of your friends jumped off a bridge, would you do it too?”. If you do, it is very likely that your parents understood Dr. Robert Cialdini’s principle of Consensus. Consensus, also known as Social Proof, is one of Cialdini’s 6 principles of persuasion. Arguably one of the most powerful principles, social proof harnesses the power to make a significant impact to your content marketing strategy.
Social Proof and Content Marketing Strategy
Content marketing strategy is, as it says in the name, a strategy used to attract, engage and retain audiences by creating and sharing relevant content. In addition to attracting potential consumers, a content strategy can be leveraged to drive sales and overall customer satisfaction. Social Proof is the influence that others have on our behavior. Ever heard of herd mentality? People will think and behave in a way that conforms with the group. Some marketing techniques that utilize the psychology of social proof include:
Testimonials: A testimonial, from a satisfied customer, is a firsthand account of an individual who has used your product. This type of endorsements enhances credibility and trustworthiness.
Highlighting the Numbers: Highlighting the number of people who have purchased your product or experience through a phrase like “join the thousands already booked”. FOMO (fear of missing out) is a thing, and this approach showcases just how many other people have already decided on your brand.
Social Media: “Use your social reach to drive your social proof” – Me. People love to talk about what’s trending because it is perceived as relevant. By incorporating social media widgets, you can showcase significant engagement in the form of likes and follows. Significant engagement implies credibility and, most importantly, popularity!
While we live in the age of social media, social proof is an age-old concept. The psychology behind it has played a crucial role in shaping human behavior for centuries. Through actions or decisions, the need to belong and fit in with the crowd is ingrained in our psychology. Through understanding, we can leverage this psychology to develop content marketing strategy and drive consumer trends.
