Social Proof

How to Use Social Proof to Optimise Programmatic Ad Spend

By 

Vjosana Gashi

 on 

February 9, 2016

Yesterday we announced Taggstar’s new partnership with Jivox, leaders in dynamic personalised digital advertising

The news takes the application of our real-time messaging into a new market. It’s a market that might not have heard of Taggstar, so we wanted to say hello and to offer a bit more in the way of explaining the concept of social proof.

Social proof is what Taggstar’s messages provide. In simple terms, when people see other people taking an action and benefiting from it, they tend to do the same. It’s the concept behind items that are trending (think last year’s ‘hoverboards’), or why people jump on a hashtag. Behind the scenes, our software aggregates product trends as people browse online.

By harnessing this data, e-tailers can show visitors to their website (or through adverts and social media posts), that other normal people just like them, really enjoy a product or service. That provides social proof that you’re providing a popular service or selling a good product.

Social proof itself is a perfect way to set internet browsers into action. If you can show visitors that there are other people out there, just like them, taking advantage of your offer and really enjoying the results – they’re likely to want to take advantage too.

It doesn’t matter whether they are on or off-site and what your action is, it might be a purchase, a download, or you simply need to get them to your site in the first place.

Think about reviews as an example: Why do you think the products with the highest reviews perform the best? The number of stars that appear on a product page give the shopper social proof that the product they’re looking at is right for them, so they buy it. Taggstar aggregates these reviews so that shoppers don’t have to click through one-by-one.

After you’ve read through this article, take a random search on Shop Direct’s website, Very.co.uk or on Thomas Cook’s website (both Taggstar customers) . You’ll start seeing how it uses trends, reviews, hot selling items and other messages to deliver social proof.

However, browsers don’t need to be on your website to see social proof. That’s what’s exciting about today’s announcement with Jivox. The behaviour of your shoppers and trends around your products can be pulled into ongoing digital advertising optimisation and solid marketing strategies. Think: “Oh it must be good if they’re featuring it!”

That simple thought process makes the user more likely to convert. Even more so if the product is relevant to them. For example, if a product is trending, something a visitor has looked at before or similar to another item, the trend data can be pulled into an ad to persuade them to look again, or visit the site for the first time.

By posting positive (or even embedding) positive product trends and reviews into your adverts you’re showing new visitors that other people, just like them, have enjoyed your product or service.

Not only will this help browsers to become more familiar with your brand and begin to trust your products even more, but you can also give that same impression to users on your website.

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