Social proof, also called social influence, is considered prominent in ambiguous social situations where people are unable to determine the appropriate mode of behaviour. It is driven by the assumption that the surrounding people possess more knowledge about the current situation. Social proof is a type of conformity.
Social proof can be manifest in:
- An expert’s stamp of approval
- A celebrity endorsement
- User testimonials
- Business credentials
- Earned media
- Social media shares
Content posted that incorporates social proof is more likely to be shared. Information, ideas and recommendations incorporating social proof are more likely to be shared by word of mouth. Here are some interesting statistics on social proof:
- 88% of consumers trust user reviews as much as personal recommendations.
- Third-party logos on a company website can increase conversion by as much as 400%
- Influencer marketing is the fastest-growing consumer-acquisition channel.
- The average consumer reads ten online reviews before making a purchase decision.
- 57% of consumers will only buy or use a business service if it has at least a 4-star rating.
- 50% of all consumers immediately visit a website after reading a positive review
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