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.

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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.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.