4/20/2018 0 Comments The Science of “Social Proof”You’re walking down your city’s main street after a movie looking for something to eat. In one Italian restaurant, the terrace and tables inside are full. In the one across the street, there’s virtually nobody. The first restaurant is clearly more revered, but it likely means you’ll have to wait. The second is probably questionable as far as quality goes, but at least you’ll get instant service. Which do you choose?
This is an example of social proof at work. Social proof is psychological. It programs us to take the action that others are doing because we assume that if so many people are choosing one thing, it must be correct. If there’s a stampede, do you run with the flow or against it? Social proof has been used for marketing since marketing was a thing. Consider McDonalds who sports “over a billion served!” on all of their marketing materials, or an Elvis album over that boasts “50,000,000 Elvis Fans Can’t Be Wrong”. Social proof is quite similar to bandwagoning, and it works on all social medials and those who use them every single day. There are 5 different ways to use social proof:
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