Facebook is one of the most popular social advertising networks. During the first quarter of 2020, Facebook generated $17.44 billion in advertising. With more than 1.69 billion users worldwide, Facebook has a variety of ad types to offer to easily reach advertisers' target audiences. One of the best ways to get closer to your audience through Facebook Ads is through social proof.
If you're not yet implementing social proof in your Facebook Ads, you're missing out on a huge opportunity. What's so special about social proof and why should you leverage it in your Facebook Ads?
Let's find out.
Why is social proof so important in Facebook Ads?
Social proof is a psychological phenomenon whereby we consider kenya phone number list certain behaviors to be correct because we have seen others do them. If someone is doing something in particular, we are very likely to decide to copy them, since we assume that this behavior, under certain circumstances, is correct.
Solomon Asch conducted an experiment in 1951 to find out how people conform to a group decision. Asch showed two pictures to participants and asked them to choose a line (A, B, C) in the first picture that matched the length of the line in the other picture:
From the group of eight people, only one participant would be tested, while the other participants would already know the answer. There were a total of 18 groups, and in each of them, only one participant would be tested. The tested participants were always required to give their answer at the end, after the other participants had already given theirs. The infiltrated participants were required to intentionally choose the wrong answer in 12 experiments. In these experiments, 75% of the real participants selected the wrong answer.
When asked why they chose their answer—even though it was obviously wrong—participants gave two answers: to be part of the group and because they assumed the group was better informed.
This is the basis of social proof. People tend to want to be a part of it or simply assume that what others are doing is the correct behavior to follow.
When we apply this to marketing, we can see amazing results. Customer reviews, testimonials, celebrity endorsements, expert opinions — these are all forms of social proof that you can use in your Facebook Ads to get your audience to do what everyone else is doing.
When people see a celebrity using a product or a customer video testimonial, the social proof effect will prompt your target audience to proceed with the purchase.
Here's an example. WikiJob experienced a 34% increase in sales after adding testimonials to their landing page.
The reason?
When potential customers read the testimonials, they decided to repeat the behavior and ended up buying. That's how powerful social proof is.
According to Nielsen , 92% of customers trust recommendations from other people and 70% trust opinions posted by other customers (reviews):
Using social proof in your Facebook advertising campaigns will undoubtedly give you better results than using images, videos or text. The main idea is to offer social proof to your target audience through Facebook Ads, so that you gain a conversion immediately.
Here we explain how to do it…
How to use social proof in Facebook Ads?
There are many ways to leverage social proof in your Facebook ad campaigns. Many brands do it successfully. You can choose from a variety of social proof types and test the one that works best with your target audience.
Here are the best ways to use social proof in Facebook Ads to take your advertising campaign to the next level:
1. Celebrity Social Proof
It is also known as celebrity endorsement and is one of the most powerful types of demonstration. People follow celebrities, idealize them and take their suggestions very seriously. A study has shown that content posted by celebrities and influencers is viewed 8 times more than content from a brand.
Kirstie Alley has collaborated with Jenny Craig and shared the story of how she managed to lose almost 50 pounds with her program. Jenny Craig shared the story on Facebook to generate more interaction and generate leads:
When a celebrity endorses a product or brand, it not only gets their followers and fans to interact with the brand, but people in general develop an interest and relationship with the product. People assume that if a famous person has tried and endorsed a product, then it might be worth trying as well.
