Social proof principle

What is the principle of social proof? How does it help you grow your business?

This article is part of a series of articles on the principles of psychology, specifically for independent developers and entrepreneurs.

In this world full of opportunities and choices, the guiding principle we can use to drive ourselves to do the best isSocial proof.

we arePack animalsSince ancient times, in most cases, it is wise to observe the behavior of others and pay attention to them. The subconscious mind believes that you can't go wrong with making popular choices.

"At least you can blame other people, right? Do what other people do, you don't want to be kicked out of this tribe, there is danger outside the cave"

This is social proof: look at signals related to someone and signals related to others.

We live in a world where companies, products and applications continue to send us social proof signals.

The products you can buy on each page have personal recommendations. These people have commented on the product or service and are worthy of your trust.

Even a trusted and well-known recommendation can be very effective:

Facebook will show you how many likes there are on a page and how many friends there are on a page.

Instagram and Twitter show you how many followers a person or company has.

The webpage happily shows how many times people have shared them on social media.

People with large newsletters will be happy to tell you how many people they already have-why don't you join?

If you have browsed TripAdvisor before choosing a restaurant, then you know that comments on others (even if you don’t know them) can have a very large impact on your choice.

The same goes for Booking.com, Airbnb, Amazon, App Store and many other companies.

Airbnb puts these trust signals everywhere: reviews, ratings, "superhosts". Booking.com specifically shows how you know how many people have booked this hotel in the past 24 hours. They trusted us and chose this hotel. Trustworthy, we are trustworthy, and we must also trust us.

You can also operate outside those large platforms. This is an example of social signals that Pieter Levels added to his Make book landing page:

Another important social proof signal is those landing pages that add a section on the page with a list of company logos that are associated with products (or services) in some way. If cited by youNew York Times, Make sure you let users know-this is a very strong social signal: the organization hasCheckedYou, decided to talk about you.I believe in them, so I should believe in you.

When you connect with a more trusted company,Trust will be passed on to you, no matter what your reasons are related to it.

In this example, Fastspring is associated with the brand that uses it:

And products integrated with the following products:

If you have built a WordPress plugin that integrates with newsletter software, please include all the logos of those popular applications, such as MailChimp, ConvertKit, etc. People understand these brands and now associate you with them.

I mentioned that those who have important newsletters will be happy to tell you how many people they already have. This is a very common pattern. You are more likely to join a newsletter of 50.000 people than a newsletter of 10 people. correct? I also see that this also applies to sales. 2000 people have already purchased this course. Trustworthy, why not?

Gumroad tells you how many people use it and their success on the platform:

Nomadlist tells you that if you join, you will know many people:

This number can also be compared withlack ofDuring the launch. I may have a fixed availability of products or services. If you add this number plus the countdown to your landing page, you are doing two things:

  • People know that someone else has bought it
  • People also feel the urgency to buy it before it runs out

When it runs out, it is still a social signal: many people have purchased this premium limited option. You'd better hurry up and buy other available options (or faster next time, please sign up to be notified the next time you start).

Social signals can also power your bio: "Who is this person?" This is a problem when many people stumble upon you on social media or on your website. Your word "about me" will be quickly trusted by vehicles. A degree (or other kind of certification) is a powerful social signal: an organization that has been verified and proved that the person is worthy of the paper and trustworthy.


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