social media proof

Endorsements that explain how a business, product, service, or person is great and communicates the positive experience of a satisfied customer are the core of social proof.

Any positive comments about a business and its solutions are considered social proof.

Although this is an old marketing concept, the popularity of social media platforms, the importance of social proof, and the effect that it has on conversion rates have made it an essential marketing strategy for companies.

These days, showing potential buyers other customers’ positive opinions of a company helps convert more people to that company. This is why social proof and third-party validation help in making businesses more trustworthy and in their promotional endeavors overall.

In fact, about 90% of customers these days tend to check online reviews before they decide to make a purchase. Moreover, about 50% of all customers tend to consider a positive customer review one of the main influences toward their buying decisions.

Ratings and Reviews

One of the ways that companies can leverage social proof is by showing potential customers ratings and reviews. Those ratings and reviews which come from third-party platforms such as Trustpilot, provide an added benefit, because these days, customers tend to trust transparent review platforms.

That’s because plenty of companies in the past have been found guilty of manipulating their own customer reviews to improve their reputation.

However, with a third-party platform, anyone can write a review which the company can’t remove or hide. Businesses that are considering using a review platform should go for an open third-party platform that shows authentic reviews from customers.

Those reviews can be displayed online across a variety of channels such as the business’ website, paid ads, and social platforms. This way, the company can increase customer confidence throughout their buying journey.

User-Generated Content

Any form of content such as blog posts, photos, reviews, discussions, or videos that are created by customers and are publicly available to others is considered user-generated content (UGC).

According to research, many customers tend to find user-generated content more trustworthy compared to traditional marketing efforts from companies.

This is why word of mouth marketing has become one of the best marketing tools for companies, which means the biggest thing companies should be investing in is customer advocacy.

UGC is also a great way to engage with new visitors, showcase social proof across marketing channels, and improve brand loyalty with customers.

Influencer Campaigns

These days, it takes a lot more than self-promotion for a company to succeed, and one of the leading ways that companies can gain the trust of customers is through third-party validation.

One of the best ways to achieve this is by working with influencers who do brand endorsements. Although this might seem like a difficult task, it greatly helps businesses in building brand awareness and increasing the bottom line.

There are plenty of influencers available these days, with each one having their own expertise and niche.

This means practically any business can find the right influencer and reach out to them.

The third-party approval can then come from unpaid or paid endorsements which will increase conversions either way.

Discover more from Ronn Torossian

Ronn Torossian Speaker Profile on All American Speakers
Ronn Torossian’s Contributions to Website Magazine
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.