How can you use the power of social proof and leverage it for your blog posts?
Social proof is a powerful source of credibility that removes all the skepticism a person might have when they encounter your content.
No matter how persuasively you write, what others say about you is infinitely more powerful than what you say about yourself. In fact, 83% of consumers are more likely to buy a product that a friend or family member recommended to them.
So, using social proof in your blog posts is an effective marketing strategy.
Have you ever walked by a restaurant that had no one in it? Even if you were hungry, you probably didn’t dare to enter. How good can a restaurant be if it doesn't have any customers eating there?
In the blogging world, people think in a similar way. If your content doesn't have comments or shares, your readers will be reluctant to be the first one to engage. But if they see that your content is popular, they will want to jump on the bandwagon too.
That’s why you don’t want to miss out on using social proof on your blog posts.
Social proof works because as humans we are social by nature. Our need to connect with others was vital for survival since the beginning of human existence.
Until today, we rely on others to find out how to solve problems and approach situations. Social proof is even stronger in situations where a person feels a bit uncertain.
What does that mean?
For example, if some people aren't sure if they can trust your brand or products at first, social proof will help to give them certainty. Author Dragos Bratasanu says, “The dominant social force that drives our thinking and our actions is the unconscious search and need for social proof.”
When done in the right way, social proof helps to build trust with your audience. It makes your content and brand credible. It helps the customer validate their buying decisions. If you use social proof, your blog gains authenticity and authority. Your content will appear more shareable to your readers.
Now, you might be wondering, what are the most effective ways to equip your blog posts with credible social proof?
Below you'll find 5 tips to utilize social proof on your blog:
Almost every blog offers plugins that allow you to share your follower count.
Let's imagine a reader visits your blog for the first time. They have no idea who you are and want to find out if your blog is socially credible. The internet has a lot of false information out there.
Readers want reassurance that what they're reading is from a reliable source, so earn their trust and loyalty.
It’s the same online as in life. If you have ever attended an important event or a big party, you might know what I’m talking about. Already before the event, your thoughts start racing. "How should I dress? How do I have to behave? Who will I talk to?"
As humans, we don’t want to embarrass ourselves in social situations. Something as easy as a follower count can help to put your reader’s mind at ease. If other people follow your content, it must be good, right?
Social share buttons are another plugin that most websites offer. It allows you to show the reader how many other people already shared your blog posts.
In most cases, Facebook also makes sharing it a lot easier for its users. With one click, they can share your blog post on different social media channels.
Studies have shown that most people spend more time on social media on mobile than on desktop. It's essential to create a good user experience (UX) for both mobile and desktop users, but know that 35% more shares happen by desktop users via a social share button.
To increase your social proof, you want to show off how often your blog articles get shared. Even if a person isn’t using the button themselves, just seeing that others did will increase your social proof.
To get some initial shares faster, it’s a good idea to share your newest blog post with your Facebook audience. This way, your blog will get more visibility.
What’s more, people tend to share posts on Facebook a lot more because it fits the platform. Facebook encourages users to be very active with likes, comments and shares. That’s why people are more likely to share on Facebook.
This is like the share count plugin, but extremely powerful to generate sales. You can show your readers how many others happily bought your product or service.
If your blog article is leading to a sales page, you want to include real-time stats. These stats count how many people are currently buying your products. This way, the customer can see how many of your products have already been purchased. This generates social proof and sometimes a slight fear-of-missing-out in the buyer.
Always provide an honest and true customer count number. False scarcity is considered manipulation (with evil intent) while influencing buyers is considered good to inspire them to take action.
So, social proof isn’t only powerful for blog posts but also for sales conversions.
Besides plugins and counters, you can also leverage content that builds social proof. Make your content valuable, fun and informative to attract attention and get liked and shared by your readers.
Basically, you can build social proof with any good piece of content where others talk about you. Remember, what others say about you is way more important than what you say about yourself. If your blog content isn’t valuable or sharable, all the plugins in the world won’t help you to gain social proof.
You need a real relationship with your reader that makes them want to engage in the first place.
Social proof is a thing of the past and the present.
In life, we trust those with a good reputation. In business, we buy from companies with the best reviews and testimonials. When it comes to blog posts, we rely on the blogs with enough social proof to back up their claims and information.
People want to feel connected and hop on that bandwagon of what's already going viral, and ride the wave of trending and shared content. Make your blog a risk-free experience for your readers and utilize social proof at the same time.
If you want to improve your blog content or your marketing strategy, a dedicated copywriter can help.
Lisa Scheiblhofer believes that the most important part about copywriting is human emotion and connection. Because of this, she focuses on making your message speak to the heart of your audience.Hire Lisa