(1/8) ✅Social Proof (Original) vs Social Proof (New version)
When it comes to social proof in #ads, & after reviewing more than 23000 ads, we identified two different approaches that are very popular around the eCommerce world.
LONG THREAD AND EXPERTS OPINION BELOW ⬇️⬇️
(2/8) Let’s start with the definition of social proof:
We all know the power of social proof. Brands and businesses understand the huge potential of this tool. Behind the power of social proof, there are 4 very basic principles.
(3/8) Uncertainty: We refer to the experience of other people when we are uncertain about a new situation/experience.
Similarity: If you experience something as a group, you will most likely follow the reaction of those around you.
(4/8) Expertise: People with more experience (experts/influencers) will have an effect on the experience of others.
Number: The very common herd mentality shows that the actions of the majority will be seen as correct.
(5/8) In the world of marketing (in particular social ads) social proof has become a very popular tool to target clients at the top/middle of the marketing funnel.
As a result, two versions of social proof ads have arisen.
(6/8) The first one is the purest form of #socialproof. This type relies exclusively on UGC (User Generated Content).
The main advantage of this type of social proof is authenticity.
It follows the principle of expertise & influencers as part of their effort 2 influence viewers
(7/8) The 2nd form of social proof ad is called "Social Proof Block"
It follows 3 principles (Uncertainty, similarity, & numbers)The main idea is to gather as much social proof as possible into one ad.
Its origins can be traced to the popularity of reviews & group testimonies.
(8/8) So, what do experts think about these two versions of social proof for ads?
Here is what they think!
- @immarkwilliam
- @DenneyDara
- @andrewfoxwell
How do you use social proof? Is it targeting a different audience? Different steps in the funnel?
Let us know :)
And once again, thank you so much to the people who helped us with this concept!
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