Any decision influenced by others’ actions or opinions about which products or services to choose is an example of social proof. This concept is based on the basic human behavior of socialization. Whether you are drawn to a small or large group, it doesn’t matter. It is crucial to understand that social proof can be negative and positive. For example, if someone tells you that a particular footwear brand is good, you’re likely to visit its website or store with a positive mindset. Similarly, you are unlikely to buy anything that has gathered a lot of negative reviews. In essence, it establishes the power of social proof. And that is why corporate houses focus on influencers, product reviews, and testimonials to drive sales. These efforts enable them to convince even an apprehensive customer. If you own retail stores, you can benefit from these endeavors.
How do you leverage social proof or tap into this realm? Several forms of social proof can be used; however, the most efficient ones include expert, user, wisdom of friends/ crowds, certification, etc. Through corporate videos, these core concepts can be explored well. For assistance, you can consult an agency that specializes in corporate video production San Francisco.
- Expert social proof
An example of this can be someone influential talking about your brand. You have seen how toothpaste brands highlight facts like dentist-recommended. Even some brands publicize more when Time, Forbes, or other reputable publications mention them. An agency can make a video on this type of social proof when an expert interacts with your brand to communicate that even experts support your offerings. Whenever you have any such event, you should talk to the agency to make it a talking point of the video.
- User social proof
This type of social proof comes from existing users of your products or services. You can share their experiences through different avenues daily. However, the two most powerful options are ratings/ reviews and social media. Today, many companies rely on customer testimonial videos for this reason. These videos showcase how old customers benefit from your brand by giving an authentic, personalized touch to the content. Due to these videos, you can easily persuade many new customers effortlessly.
- Social proof through trusted friends
An ideal example of the wisdom of your friends based social proof is following or liking a brand’s page on social media that your friend has followed or liked. Or, you can start following an offering page because your friend directly talked about it. To be precise, your friend becomes a verification point for that specific brand. An agency can produce a themed video that encourages users to tag friends who might be interested in your offerings in the comments or posts.
- Celebrity social proof
As is evident, this type of social proof involves celebrities talking about your brand. Many companies spend a huge sum on celebrities to mention their brand. Imagine the impact if they held negative views about your products or services. If you want to leverage this concept, consider working with an agency to create a celebrity-driven social proof video that attracts more viewers and encourages conversions.
Large organizations, especially, need to take charge of the narratives floating around the market. These types of social proof videos empower brands to maintain their reputation with users and grow their business.
