There are 7 billion more people in the world today. Every day, more and more of them appear on the digital network, the ubiquitous network that happens to be the Internet. The increased penetration of smartphones, internet access and technology in general simply indicates beyond doubt that yes, humans are social animals and as such we love to share our experiences with others.
Marketers long ago realized that word of mouth was one of the best ways to spread news about their products and services. It is also true in this day and age, but it has evolved to keep up with technological advances. A term you may have heard quite often is “social proof,” and it’s nothing more than word of mouth in your new digital avatar.
For example, we’ve all been ‘persuaded’ to try a new restaurant or vacation destination after seeing our friends post photos of their food and travel adventures on social media. On the same note, we were also discouraged from staying at a hotel because we spotted a nasty review left by an unhappy customer online. That, my friends, is the 21st century version of word of mouth in action.
What is social proof?
Human beings have this deep-seated instinct to be influenced by other humans and their activities. The Internet for Consumers has shown, time and time again, that people implicitly trust other people’s reviews and comments when it comes to brands and their services.
Social proof is everywhere. When you shop on Amazon, you tend to check product reviews. If enough people in your office recommend a place to eat, you’re bound to check it out sooner or later. Positive reviews have managed to draw crowds for the most desperate films, while a lack of reviews has caused stellar cinema to fade into obscurity.
Simply put, if enough people like it, the product or service has to be good.
Social proof is now a valuable dynamic used by marketers and businesses around the world to influence consumers. Businesses have started displaying reviews, testimonials, ratings, seals of approval, expert opinions, “hot articles” and other things on their website. And because? Because we all prefer to be guided by what others have to say about a particular business than trust the brand itself.
The hospitality industry is particularly influenced by social proof. Most people trust the customer reviews and opinions they find on social media. More and more people are turning to Trip Advisor and similar sites to read what other customers have to say about a specific hotel. And, only if the general perception and feedback is positive, do they actually go ahead and book a room at the hotel.
Types of social proof
At first glance, social proof may be a comprehensive phenomenon that overlaps a variety of fields and industries, but from a marketing perspective, it can be categorized into 5 specific categories.
1. Social Proof Expert
Human beings trust authoritative institutions and renowned personalities. Before believing any claim, we need reassurance, and expert social proof provides just that. You will find the words “expert opinion” in articles that give advice and instructions as a means of legitimizing it. Ads for toothpaste and toothbrushes are “bolstered” by the opinions of leading dentists, while beauty creams are often endorsed by a skin specialist. And once a restaurant or hotel gets a thumbs up from a reputable reviewer, you can be pretty sure hundreds of people will flock to it.
2. Celebrity Social Proof
The name says it all. Celebrities have an influential effect on the population and come with their own stamp of legitimacy. If a celebrity endorses a hotel, the chances of it making it into the top ten establishments in the city are extremely high. That being said, the most authentic and genuine celebrity social proof is the unpaid one.
3. User Social Proof
User social proof is found in any type of user-generated content that showcases user experiences. This includes success stories, images on social media, testimonials, and website reviews. User social proof is one of the most effective ways to increase the credibility of a hotel. One of the most obvious examples is Tripadvisor, where millions of users come every month to see and write opinions and recommendations.
4. Wisdom of the crowd
“A million people can’t be wrong” is the saying most marketers respect. And they use raw numbers to influence potential consumers. It can be subtle or obvious depending on who is doing the marketing. Take top bloggers for example, who display their site visits and other numbers on their blog to establish their credentials.
5. Wisdom of your Friend
A consumer will always trust the personal experience of a friend more than the word of a stranger. Also, statistics show that many customers rely heavily on recommendations from friends and family. This social proof has the potential to go viral.
At first glance, you might think you have a wide playing field when it comes to collecting social proof for your business. However, what works for an industry may not necessarily meet its needs. So you need to find the perfect mix of different types of social proof to find out which ones are a better fit for your brand.
Why do you need social proof?
In the hospitality business, building and highlighting social proof is essential to attract attention and, subsequently, new customers. There’s more than one reason why you should go to great lengths to spread digital word of mouth. These are the main reasons why it is essential to set aside a budget and make a marketing plan to generate social proof for your hotel.
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With the influx of genuine feedback (most of which would be positive), you’ll be able to build trust among your customers.
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Social proof increases your credibility as an establishment and can help turn an insecure customer in your favor
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Online reviews, ratings and testimonials are the best form of advertising for your hotel and can rival the fanciest and most expensive marketing campaign you can think of launching.
Strategy for collecting social proof
As I mentioned before, there are a number of ways you can collect social proof, the most common being by asking customers to leave reviews and comments, getting influencers talking about you by offering free stays, and encouraging interactions (such as signups) on your website. social media page. These should be an integral part of your online marketing and branding campaign. But I’d like to discuss some other techniques for collecting social proof for your hotel:
Videos
There’s a reason Facebook’s traffic skyrocketed once it started supporting GIFs and videos. Visual media has the ability to influence people and can go viral with the slightest push. A video highlighting your hotel offerings, city sightseeing options, local landmarks, and culinary delights in store for your guests is sure to be greeted with great enthusiasm. And if it’s done right, with a dash of creativity, you can expect it to bring customers to your doors in no time.
Photos
They say a picture is worth a thousand words. Extensive research shows that posts with images are 35% more likely to drive engagement than posts with just text. Research also reveals that people are more likely to believe statements that are supported by images. So next time you want to share customer reviews and testimonials, make sure to attach an image to build more traction.
infographics
Human beings are visual creatures and infographics are the best option when you want to present data in an interesting way without boring your audience with long paragraphs and text snippets. Don’t forget to include them in your marketing campaign.
Last words
Gathering social proof isn’t that hard, but any strategy is only as strong as its execution. Once you’ve used videos, images, and infographics to convince travelers that your hotel is a great fit, provide them with a clear call-to-action (CTA) for them to follow. Direct them to your website or landing page and in clear words tell them what they need to do.
Leave nothing to guesswork. If you want them to leave a review, make it clear. If you want them to book rooms and get a discount, make it clear. The moment you leave things ambiguous, they are likely to get confused and leave. Don’t let your hard work go to waste. If you put together your marketing plan for collecting social proof very carefully, don’t let an unclear call-to-action ruin things for you.
Now harness the power of social proof and use it to your advantage. Get your current and past customers talking about you and use their goodwill to bring more visitors your way!