Obtaining Social Proof

Written by Josie Keathley

March 12th, 2019

Obtaining Social Proof

Social Proof at its core is defined by the idea that consumers will change their behavior based on the perceived happiness of others. Essentially, consumers will alter their beliefs based on others doing the same in order to be accepted.  Neil Patel, of Neil Patel Digital, concludes that “generating and sharing social proof through social networks can multiply the discovery of your brand and add to its influence”. This concept is pivotal when the success of any business rests on having a positive base of support.  

Social Proof as a phenomenon is crucial to the current consumer-driven market we find ourselves amongst.  With social proof existing as a necessary component, it can seem challenging to coordinate such amidst the busyness of the digital marketplace.  With platforms that specialize in showcasing reviews, blogs, and news articles….Influencing consumers is now more than ever, a confusing proposition. 

Facebook remains the leading platform when evaluating social proof. Most businesses striving for positive social proof include Facebook and Instagram in their budget allocations and media planning.  Both social networking giants have created a space which thrives on engagement from users, which directly converts to social proof for businesses utilizing the space.  

To reframe the importance of social proof, when is the last time that you, the consumer, purchased any item without first consulting reviews?  The vast majority of current consumers rid themselves of the burden of self-exploration, and instead rely on others to make decisions for them. Brands are overwhelmingly at the mercy of the consumer’s decisions and their ability to seek new information on the brand.  The trouble with relying upon consumer opinion and decision is the lack of control you have over what they view.  As a brand, you can’t control the content that consumers view, such as negative reviews, social media posts, poorly executed articles by influential bloggers, etc. 

So, how do you utilize those digital mediums to benefit your business via your social proof? There are a plethora of high dollar and rather time-consuming platforms that act as a “decentralized social platform” – even saying those words “decentralized” sound a little confusing….  Alternatively, you could scratch that rather convoluted process and utilize a new concept that  Rad Intelligence has created, known as their Social Proof Engine.  

RAD’s Social Proof Engine turns content from Instagram, Facebook, YouTube, Twitter, blog posts, news articles, & local assets into an engaging display ad unit that can be syndicated across contextually relevant websites – which in turn generates increased awareness and engagement for the brand.

The examples above showcase real-world options for varying ad types based on different industries. This solution provides brands with the ability to directly control their consumers research experience and overall journey to social proof. With the ability to generate the content the consumer sees via an ad-unit, you’ve created social proof in a simplistic and straightforward way. 

The benefits of using a solution like this enables brands – large and small – to do the following:

  • Self-creation of content which directly transforms to engagement for the brand

  • Ability to measure and correlate digital marketing to in-store visits

  • Aiding in cutting costs by utilizing engaging content

  • Usage of deep domain expertise across e-commerce, media buying, and big data

  • Analysis of increased ROI from previous investments that can increase existing engagement

This is not only an innovative concept but a useful tool for brands that are looking to generate positive social proof and cut costs overall.  The system is simple, proven, and created with both brand and consumer in mind. 

“Think of it as building the foundation for massively scalable word-of-mouth.” – Aileen Lee, Venture Capitalist who coined the term ‘Unicorns’

All trademarks and copyrights belong to their respective owners.