Using social proof to market better

Ever bought the highest reviewed product on Amazon without thinking twice?

You subconsciously bought into using a mental shortcut

More people recommend a product, and it makes it easier for us to make a decision.

This works best for onboarding new users.

Buying a product a close friend is a no-brainer most times. It's said that word-of-mouth is the strongest way to grow.

Why is this so?

One such factor is that we as humans are ingrained to place the most importance to similarity.

We're most influenced by people who we think are similar to us.

By communicating characteristics that are common to the group we're targeting, we are better able to direct behavior

Who are role models? People who have an emotional impact into how we function.

This emotional impact is stronger than similarity, as these are people we either want to learn from or aspire to be.

Such people can directly influence opinions and behavior, especially when they're vested deep into communities.