I like to buy from brands I trust. I guess that you do too. It’s human nature. And we trust authentic and relatable brands, experts in quality products or services, and live up to their excellent reputation. The importance of reputation has its roots in the concept of social proof.
Social proof is a concept introduced in the 1980s by Robert Cialdini, who described it as a psychological and social phenomenon in which people copy the actions of others when choosing how to behave. This phenomenon also applies to what products to buy or services to utilise. Prior to making a purchase we like to know what others think. We look to the internet for reviews of products or services to help us determine which ones to trust and thus purchase from.
1. The basics of trust
Building trust on social media starts with getting the basics right. To get a good reputation and good reviews, you first need a strong, consistent and engaged brand on social media.
That means turning up for followers on social media regularly, authentically and in a consistent style (visual, personality and tone of voice). If your business is just you, put your face in front of the camera. Or, if you are slightly bigger, introduce your team, so that people can relate directly to you and your team. It is easier to feel connected to a person than a product (and people like to buy from people – especially in a world with a growing AI presence).
Most importantly, engage with your audience. Make sure you reply to direct messages, comments on your posts, and emails you receive as a result of campaigns. Customer service is the most important basic. The rest will follow naturally.
2. The expertise that shows you as a thought leader
No one knows your business like you do. Don’t be intimidated by larger competitors. People are following you for a reason. It might be your unique take, how you make them feel, or because they have tried your product or service before. Whatever the reason, they want more of you and your business, thoughts and expertise.
Great ideas for showcasing your expertise include:
- Easy to follow educational tips your followers can implement and see benefits from
- Infographics that simplify complex concepts
- Behind the scenes videos of what goes on in your business
- Quotes from well-known experts or source materials that validate your claims and thoughts on topics
- Long-form content, including articles or carousels of information that go deeper and allow you to take your audience on a longer journey
Whichever way you decide to showcase your expertise, ensure it is authentic to you, and stay around to answer questions, just like you would in real life.
3. Utilising social proof in marketing
Now that you have shown up, and taught your audience a few great things about your field of expertise, share the results. People want proof you are as good as you say you are, that you (or your business) know what you are talking about. Telling them is one thing, but the real social proof gold comes from letting someone else tell your followers how great you are.
Your followers want to know that other people trust you, that you have achieved what you say you can, and that other people have used and been satisfied with your product or service. Share social posts showing:
- User-generated content (this is absolute gold) – videos or images of clients using your product for themselves
- Screenshots of public reviews complete with the name and image of the person who left the review (the image and name add credibility to their praise)
- Quote tiles sharing testimonials or positive comments from clients
- Case studies with excellent outcomes from using your services
Building trust, like everything on social media, is a long and ongoing game. Some people will trust you instinctively because of a few relatable posts. Others will lurk around asking questions and judging your response for months to build a level of trust. Different post styles and different levels of social proof will work for different parts of your audience. The key is to show up consistently, and share some social proof occasionally to remind followers that other people are buying and loving your products or services.
If social media doesn’t come naturally to you and you would like a hand to build up your social reputation with social proof, book a free chat today.
