82% of consumers read online reviews, with 52% of 18-54-year-olds always reading reviews before a purchasing decision.
This piece states social proofs such as peer to peer reviews and independent reviews from consumers allow marketers to build consumer trust. Social proof, as a phenomenon, enables brands to tap into the psychological and social reaction where people copy the actions of those around them.
Websites such as Whirlpool, Trip Advisor and Glassdoor all leverage consumer desire for social proof. Listening to feedback and responding to positive and negative reviews from consumers can help marketers effectively exploit peer to peer reviews.
Brands can also showcase reviews from forums and consumer surveys on their websites to fully utilise social proof. Companies can also capitalise on the trust of other brands, through partnerships and joint campaigns and further extend their influence.
[4 minute read]