Humans are social animals. We instinctively look to others when we aren’t sure what to do. At a concert, if you’re unsure whether to clap, you wait for someone else to start. Once two other people begin clapping, everyone else joins in. This is called validation, and we can use it to our advantage in marketing.
We have a deep-rooted need to belong and feel validated. Seeing others make a choice reassures us. That’s why testimonials, user reviews, and “Most Popular” tags work so well. They whisper to us, “Everyone else is doing it, and they’re happy.”
This isn’t just about following the crowd; it’s about trust. We trust others’ experiences and decisions. That’s why customer reviews are the first thing you read on a product page. You’re subconsciously tapping into the collective experience of strangers to decide if a product is good.
Using the validation helps your brand by leveraging this natural human tendency. Without realizing it, people make choices based on what others do.
“But how can I use this?” you ask. Here are a few strategies:
Use the “Bandwagon Effect”
People tend to follow the crowd, believing the majority must be right. Highlight high user numbers, follower counts, or downloads to create a sense of popularity and encourage others to join. For example, Dropbox used a referral program that gave users extra storage for inviting friends, leading to a 60% increase in sign-ups.
Curate User-Generated Content
Encourage customers to share their experiences with your product on social media. Showcase that content on your website or ads. This amplifies positive reviews and creates a sense of community around your brand. Starbucks asked customers to decorate their cups and share photos on social media, generating over 4,000 submissions in just three weeks.
Employ “Storytelling”
Compelling stories connect with people emotionally. Share customer success stories, behind-the-scenes glimpses, or the origin story of your brand. This fosters emotional connections and trust. For example, TOMS donates a pair of shoes for every purchase, creating an emotional connection with customers.
In a marketplace where everyone is trying to be noticed, those who understand and use the power of validation will stand out. Use these strategies to tap into the need for validation and see your conversions rise.