The drive to do what others do is strong in us humans. This is the background to advertising that uses customer statements and arguments such as “market-leading” or “fastest-growing” in its communication. We feel safe choosing the same trends, the same equipment, the same cars and following the same TV shows as many others.
This phenomenon appears in all parts of society. When a church usher prepares the collection basket with banknotes to show what is expected, it is the “follow the crowd” principle at work. A long line outside a restaurant is another clear social proof of popularity. Or having to wait at the bar for a table, signals that many people desire the restaurant’s offering – the line is social proof that the product is “right.”
When a situation is unfamiliar, this principle becomes even stronger. We unconsciously look to other people for guidance, and we most easily adapt to people we can identify with – that is, people who are similar to ourselves. A concrete example is how the shopping cart was introduced in the 1940s. Initially, customers were reluctant to use it, until the company that invented the shopping cart hired fake shoppers who walked around the stores using shopping carts. Even today, the best way to ensure the acceptance of a new product, which everyone often is sceptical to, is to create security by showing that some market leaders already have chosen it.
In marketing, “follow the crowd” is a powerful weapon. By showing that you have many – preferably well-known and satisfied – customers, you prove to new customers that they are making the right choice. The strength of a well-known brand builds on the same theme – no one ever got fired for choosing a respected and established supplier. This behavioral pattern is stimulated by claims such as “market leading”, and can be enforced by making the proof tailored, ie adapted to your market or segment. Research shows that tailored messaging, customized by industry or country, consistently outperformed general social proof — in one test with an impressive 43% uplift.
Unfortunately, doing what everyone else does can sometimes have negative consequences, for example when no one in a group feels responsible for helping someone in distress. Everyone waits for someone else to act instead. Experiments have shown that you receive help much faster from a single individual than when several people are present.
The theory of social proof has been used in B2B marketing for decades. We rely heavily on customer case studies, peer testimonials and user reviews to guide decision-making and purchasing choices. Focus on doing it even more relevant by filtering your cases per market or segment.
If you want to discuss persuation and communication, you are always welcome to contact ulf@sfinxconsulting.se
