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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
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.
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.
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.
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.
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
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.
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
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!
Let us know :)
And once again, thank you so much to the people who helped us with this concept!
