Social Proof: C'mon, y'all. Everyone's doing it!
Use the ripple effect of "Social Proof" to propel your effort. Tapping into this mental shortcut can boost persuasion.
"Social proof" might sound like a mouthful, but it's not as complicated as it seems. Imagine you're on the playground and see everyone playing a new game. Even if you don't know the rules yet, you're probably going to want to join in, right? The idea of doing things because others are doing them is what we call social proof.
But why do we do this? Solomon Asch asked the same question way back in 1956. He set up an experiment where people had to match the length of lines. It was super simple, but when everyone else started giving the wrong answer, many people went along with the crowd, even though they knew it wasn't right. This showed Asch that people often do what others do, just to fit in.
And it's not just on the playground or in experiments. It happens in the real world too! Let's think about a group like the Red Cross, which helps people after disasters. They often share stories of folks who've donated time or money to their cause. When people see these stories, they often think, "Wow, if they're helping out, maybe I should too!" That's social proof in action!
It's not just nonprofits, either. Advertisers love social proof as well. Imagine you're watching TV and you see a commercial for a cool new toy. But it's not just the toy you see, it's also all the kids in the commercial having a blast playing with it. Seeing others enjoy the toy makes kids want it more, right? That's because of social proof!
You're probably thinking, "Ok, that makes sense. But what about something bigger, like politics?" Great question! Social proof can help there too. Let's say there's a plan to increase the minimum wage so people can earn more money. There might be folks who aren't sure if it's a good idea. But if they see a lot of people they respect—like teachers, firefighters, or even their favorite basketball player—supporting the plan, they might start to think it's a good idea too.
And that's the power of social proof. It's like a wave in the ocean. One person starts it, and then it spreads, growing bigger and stronger until it's a force that can change minds and even the world.
So in your next effort, remember to use your high poll numbers on an issue, your big list of supporters, and visual cues to show that "everyone's doing it." Social proof can move the needle, and could be the difference in a close race.
Social proof is just one of the many powerful principles of persuasion. To help illustrate and explain the persuasion principles, our team built out a full deck of cards. It's incredibly helpful for strategists, writers, and ad makers. Fill out the form at changemediagroup.com/persuasion-deck and we will send it your way for free!