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SOCIAL PROOF OR THE ART OF PERSUING OTHERS TO ENSURE YOUR OWN SUCESS

16th October 2023 | 6 Views

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SOCIAL PROOF OR THE ART OF PERSUING OTHERS TO ENSURE YOUR OWN SUCESS

H ave you ever sat down to watch a series or a film after seeing the whole internet going bonkers about it? Have you looked for reviews on social media or the internet on a product and were persuaded to buy it?

 

If your answer to the above questions is yes, then my dear reader you have been tricked into doing so. This trick or marketing strategy is termed as social proof. Even if you are unfamiliar with the term, you and I and everybody have been victims to this strategy.

 

Social proof was introduced by Robert Cialdini in 1984. It has been defined as a psychological phenomenon by which we base our opinions on those of other people.

 

Social Proof is also known as Informational Social Influence. This phenomenon validates a person’s choice by making use of other people as proof.

Our need to go through the internet to know the opinion of others, forming our own opinions based on that is part of social proof.

 

According to Alfred Lua, there are six kinds of social proof.

 

 

The first type of social proof is expert social proof. Here the words of an expert are used to persuade people into buying the product. For example, the use of the CeraVe, a dermatologist favored product.

 

Then there is celebrity social proof, wherein you get a celebrity to endorse your product. Some months ago an ice applicator gained popularity after Kendal Jenner was seen using it.

 

 

The third type of social proof is user social proof. This is when a user of the brand endorses a product of the same brand. We can see this happening a lot in YouTube videos. This kind of social proof is especially handy when you have a good number of loyal users.

 

The wisdom of the crowd and wisdom of friends are also part of social proof. When a person with a high following approves the use of a product, the people who follow them or look up to them will buy the product.

 

As for wisdom from friends, when was the last time you brought a product just because your friend said it was good? Exactly!

 

Certification is the last kind of social proof. This is where validation comes from an authoritative figure. People are more likely to believe the words of a verified person. These people have the power to persuade people into buying anything. That blue checkmark is a symbol of authority.

 

Other than these methods there are several others that have been used to enhance selling. I hope I have given you an overview of this marketing strategy and you would be able to use it and research more about it.

Keerthi Nair

@Kee_nair

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