Preuve sociale : gagnez la confiance de vos abonnés, puis influencez-les

When it comes to choosing brands to patronize, who people trust matters. Not everyone has the discernment to walk up to a shelf of products and choose one right off the bat. Most people will want to ask the opinion of their friends and people they look up to before buying something. If people they trust say good things about a specific brand, they might be more interested. This phenomenon is called social proof.

It’s fairly common for people to be skeptical of brands nowadays. But as soon as someone with authority and credibility speaks highly of a brand, people will listen. That’s why many brands clamor to for this kind of proof, whether in the form of influencer marketing or word-of-mouth.

Aujourd'hui, nous allons parler de la validation sociale en ligne et de la manière dont elle peut aider les marques à gagner la confiance de leurs adeptes potentiels. Poursuivez votre lecture pour en savoir plus.

Tout d'abord, qu'est-ce que la preuve sociale ?

Before we get into how social proof works on social media, let’s get into a short psychology lesson. What is social proof in the first place?

This psychological phenomenon suggests that people look at the actions of others to inform their own. When an authoritative, trustworthy person does one thing, many people are inclined to follow suit. This habit comes from the human desire to fit in with others.

While this concept can be applied to most things in life, it’s also very evident in social media. Trends get popular because people see them from top influencers and friends. And when it comes to online shopping, it’s natural to look up customer reviews and testimonials before buying something. Whether we realize it or not, social proof makes the digital world go around.

On Instagram specifically, this kind of peer validation comes in many forms. Most of the time, it manifests as influence from someone you trust. For some, seeing their friends talk about a brand online is enough for them to check it out. Others will look through their favorite celebrities’ photos to see what clothes they wear. Then, they’ll buy and wear them, too.

Some Instagram users don’t need the validation of specific people. Trust can come from big numbers, too. Signs like having many likes or followers are enough to tell you that a brand is trustworthy.

Les personnes qui peuvent servir d'outils de preuve sociale pour les marques

If you want to use social proof to improve your brand’s image on Instagram, the goal is simple. Use the influencer of others to attract people to your brand. The more social validation you can get from authority figures, the more people will feel inclined to trust you.

But who are these authority figures and thought leaders that can influence how other people perceive your brand? Three types of Instagram users can do this. And if you play your cards right, you can use them as social proof tools to gain people’s trust.

Preuve sociale de l'influenceur ou de la célébrité

Le premier type dont nous parlerons est la preuve sociale de la célébrité. Ce type de validation sociale en ligne provient d'utilisateurs que les gens idolâtrent et écoutent sans poser de questions. C'est pourquoi les marques font souvent appel à des célébrités pour promouvoir leurs produits. Elles savent que les fans les plus fidèles d'une célébrité l'écouteront toujours.

But it’s not just celebrities that can provide this kind of social proof to brands. Today, Instagram influencers are becoming more relevant and influential to people, especially when it comes to purchase decisions. A study shows that 64% of people discover brands from influencers and 66% purchase products based on influencer marketing.

So, if you want people to trust your brand, consider hiring a brand influencer to promote your label. Make sure to choose someone that your target audience actually trusts.

For example, if you’re a clothing or shoe brand, work with top fashion influencers to build your trust scores. Get them to talk about your brand on Instagram and even wear your products in photos and videos. When their fans see these posts, they may flock to your page and later become part of your customer base.

Les influenceurs sont connus pour avoir un lien plus authentique et personnel avec leurs fans que les grandes célébrités. Ils influencent leurs fans non seulement en raison de leur notoriété, mais aussi parce qu'ils entretiennent une relation authentique avec eux. Les influenceurs sont donc les parfaits ambassadeurs de la preuve sociale de votre marque.

Expert du secteur Preuve sociale

Next, we have online validation from an industry expert. This works well for brands and companies in a more technical or scientific field, like fitness or tech. If you can get an industry expert to speak about your brand, people may trust it more. Getting someone with deep knowledge about your niche to talk about your brand will make you look more credible.

For example, you have a brand that sells teeth-whitening products. Getting celebs and influencers to promote it is one thing. But other people are more cerebral than that. They need something more than a famous person smiling in an Instagram post for them to trust your brand.

Faites donc appel à un expert, comme un dentiste ou une esthéticienne, pour parler des avantages de vos produits. Ces figures d'autorité peuvent promouvoir votre marque et répondre aux questions qu'elle suscite. Le fait d'obtenir le sceau d'approbation de ces personnes respectables peut inciter les clients potentiels à vous faire confiance.

The same goes for other industries. If you sell energy drinks or gym equipment, recruit a fitness influencer or coach with an air of authority. In a series of Instagram posts, let them educate your customer base about why they need your products.

Le bouche-à-oreille ou la preuve sociale de l'utilisateur

Lastly, we have user social proof, also known as word-of-mouth marketing. Instead of relying on celebrities, influencers, and industry experts, this type of social proof comes from people around you. This includes your best friends, family members, and acquaintances in your community.

Word-of-mouth social validation doesn’t have to be fancy or a huge production. It can be as simple as your BFF posting on her Instagram Stories about a new restaurant she likes. If she has a rave review about it, you might be swayed to dine there as well.

Parfois, il n'est même pas nécessaire de connaître la personne pour faire confiance à une marque sur la base de la preuve sociale de l'utilisateur. Les avis des clients et les photos ou vidéos d'un inconnu utilisant un produit peuvent suffire à convaincre quelqu'un de faire confiance à une marque.

Autres outils et fonctionnalités de Instagram que vous pouvez utiliser pour le marketing de la preuve sociale

When you think of social proof marketing, you probably automatically picture influencers and thought leaders promoting your brand. That’s super valid, seeing as how impactful these people can be when it comes to making purchasing decisions.

However, they’re not the only tools out there that brands can use as social proof. If you read between the lines, you can find some more social validation on a brand’s Instagram profile.

Voici d'autres signes qui rassureront vos clients potentiels sur le fait que votre marque mérite leur confiance et leur fidélité.

Cochez la case "Vérifié" pour une preuve sociale sur votre profil

Getting verified on Instagram is an easy way to boost your brand’s trust scores. Instagram uses verification processes to ensure that big brands and creators are authentic and present themselves as they truly are. If you can prove that you are who you say you are, Instagram will reward you with a verification badge.

As soon as people see that iconic blue circle with a check mark, they’ll know your brand is legit. This instantly makes you look like a credible authority figure. It tells people you’re the real deal, not a sketchy brand they’ve never heard of.

For influencers, the “verified” checkmark is a great way to land more brand deals and partnerships. It gives brands the social proof they need that an influencer is trustworthy. So they’ll look more attractive for influencer marketing campaigns.

Vous souhaitez demander un badge de vérification ? Voici comment obtenir une vérification sur Instagram pour les comptes professionnels et les comptes de créateurs :

1. On your Instagram profile, click the hamburger menu (three horizontal lines) in the upper-right corner of the screen.

2. Cliquez sur "Paramètres et confidentialité".

3. Scroll until you see the “For professionals” section. Then, click “Account type and tools.”

4. Sélectionnez "Demander une vérification".

5. Fill in all the information the app asks for on the next pages. These include your name, a government-issued ID, and business documents if necessary.

6. When you’ve answered all the questions, click “Done” and wait for Instagram to verify your account. Note that just because you’ve requested a verification badge, it doesn’t mean you’re guaranteed to get one.

Partenariats rémunérés avec des marques connues

Les influenceurs peuvent apporter une preuve sociale à leurs followers en utilisant le label de partenariat rémunéré lorsqu'ils travaillent avec des marques reconnues.

This label shows up on top of sponsored posts to make sure their audience knows that it’s paid, branded content. Aside from protecting consumers, this label can also serve as proof that you are a credible, trustworthy public figure.

Only legitimate influencers will ever land paid partnerships and deals with recognizable brands, right? So, anyone who sees the paid partnership label on your content will know you are reliable and reputable.

The more popular the brand you work with, the stronger your social proof is. Try to work with popular, well-loved brands that are household names to maximize this type of online validation.

Contenu généré par l'utilisateur

User-generated content (or UGC) is a type of word-of-mouth Instagram social proof. These are posts made by genuine customers and fans of a brand, not paid influencers or endorsers. They serve as authentic, voluntary customer reviews and testimonials about a brand. When customers see real people enjoying a brand’s products, they’re more likely to trust it.

More and more brands are discovering that UGC is more effective than traditional ads at reeling in new customers. Some businesses even hire UGC creators to create trendy, candid, authentic content with their brands at the forefront.

Voici quelques exemples de contenu généré par les utilisateurs :

- Photos et vidéos OOTD mettant en scène les vêtements d'une marque de mode

- Vidéos de déballage et de "premières impressions

- Vidéos de défi virales avec une marque spécifique sous les feux de la rampe

- Contenu avant-après mettant en évidence les avantages du produit d'une marque

Beaucoup d'adeptes et des taux d'engagement élevés

If someone notices that your brand has many followers, it can instantly make them think you’re reputable. The thinking behind it is that if a brand is so popular, it must be good, right?

Of course, having a high-quality community on Instagram doesn’t stop at your follower count. You also have to engage your followers through relevant, interesting content. That’s why having tons of likes, comments and views on your posts is another form of social proof.

Because large fanbases and high engagement rates are amazing for validation online, brands might be tempted to buy Instagram followers. However, this isn’t always a good idea. Buying cheap followers can give you low-quality, fake followers that don’t even engage with your content.

So, the best way to maintain your fanbase and engagement rates is to put out awesome Instagram content consistently. Reply to your followers’ comments and DMs as much as you can as well. This creates a strong, genuine bond between you and your fans, boosting your trust scores even more.

Des hashtags de marque réussis

Lastly, we have branded hashtags. When a lot of people use the hashtags you made for your brand, it serves as social proof for others. Seeing friends, family, and influencers use your brand’s hashtag signals that you’re reputable. If your hashtag is entertaining and interesting enough, it will tell potential customers that you’re a fun, creative brand.

Le fait que de nombreuses personnes utilisent le hashtag de votre marque vous permet d'obtenir une grande variété de contenus. Vous pouvez choisir les meilleurs et les réafficher ultérieurement en tant que contenu généré par l'utilisateur.

Voici quelques conseils pour faire de votre hashtag de marque un véritable succès :

- Elle doit être courte, mais toujours pleine d'esprit et accrocheuse.

·   Be sure it has a clear purpose. Whether it’s a dance challenge or a hashtag to encourage OOTDs, make it crystal clear in the hashtag name.

- Gardez le nom de votre marque dans le hashtag pour améliorer la découverte et la notoriété de votre marque.

Utilisez la preuve sociale pour aider les adeptes potentiels à vous faire davantage confiance

Many people want reassurance that a brand is worth their time and money. Most of the time, this reassurance and validation will come from their peers.

From having lots of followers in your customer base to stellar customer reviews, there are many types of social validation. If influencers, celebrities, experts, and everyday people weigh in on your brand, more people might be drawn to it.

In a world where people are getting skeptical of brands, social proof can make them more interested in yours. Make sure to include it in your Instagram strategy to boost brand awareness and get higher trust scores from fans.

As mentioned earlier, having a high follower count and tons of engagement on your post serves as social proof. Are you interested in gaining the trust of others with these two metrics? Path Social is here to help.

With our advanced AI targeting algorithm, we can find a niche audience that will love and engage with your content. We’ll then serve your content to them, boosting your reach and engagement. And hopefully, you’ll be swimming in new followers, likes, and comments, which are all excellent for social proof. Get more followers and post engagements with us today!