Why Social Proof Matters

Do interactions – especially comments on performance ads and responses to them – have an impact on the success of these ads?

Well-known representatives of the industry state that interactions and follower numbers are increasingly losing relevance; they argue that brand loyalty is much more important, as is whether fans, followers, and interacting individuals can actually become potential customers.

What we are interested in is how social proof, i.e., the volume of interactions and comments, changes user behaviour. Specifically, we want to look at the effects of social proof on performance-oriented ads (such as traffic, conversions, and the like), where interactions theoretically don't have to play a role – because at the end of the day, only conversions, sales, and completions count, right? Wrong! 😉

Social Proof matters

While this might be statistically true when looking superficially at a large general set of data, suggesting there is little correlation here, we experience every single day that positive social proof can indeed have an impact on the results of an ad. Whether it is ROAS (Return on Ad Spend), cost per lead, or any other metric – social proof matters.

KPIs such as conversions, purchases, or completions will naturally always be the primary campaign objective; social proof is always just a potentially positive side effect for which one should, of course, not spend any dedicated advertising budget. That means: keep your hands off engagement baiting and using engagement as an optimisation goal. In both cases, the “wrong” form of engagement is provoked. Instead of guiding users a step closer to conversion, vanity metrics are artificially produced for the next report.

Not all engagement is equal

For not every form of engagement is worth the same. A simple like is given quickly and forgotten just as quickly. Almost every form of interaction that is the result of a baiting attempt is the same. This form of engagement has its value too – but it is limited. Infinitely more valuable are questions, praise, but also constructive criticism.

Why? If an interaction occurs from a user who uses the comment field as a direct line to the company to actually find out more about the product or even to express their enthusiasm or doubts, you can use that as an opportunity. If you have a suitable answer ready promptly, it can boost the ad or even prevent downward spirals.

Comments as a communication channel

The simplest example: someone wants to buy a product or sign up for a test drive, a consultation, etc., via a lead form. Since the comment function is the most direct way of communicating for many, users often post questions here, who are generally interested in the offer and often already considering a purchase or completion. If the user’s request can be answered satisfactorily, a purchase, a booking, or the submission of a lead often follows immediately afterward.

No effect or even the opposite effect occurs if the query remains unanswered. Often, other users will then answer the question. This can lead to misinformation or, in the worst case, a small shitstorm if something is (incorrectly) criticised. It is even more annoying when there is a specifically developed communication strategy to prevent such misunderstandings, but it is not applied in this instance because no one is looking after the comments.

Active Community Management

We therefore clearly recommend that there should be responsible personnel for active community management – regardless of whether this is in-house with the client or outsourced to the relevant agency – so that the effect of positive social proof is maximised.

In addition to the obvious informational task on the part of the community managers, users can be encouraged to take the desired action here; furthermore, the company gains a face through friendly, trustworthy interaction, and brand loyalty benefits as well.

The reach increased by interactions naturally also means that friends and mutual contacts are reached, and they see that their friends are interested in the offer or are interacting with the brand.

Interactions generate reach

As Felix Beilharz correctly states, more interactions and comments also ensure that there are further comments or the chance increases to record further positive reactions. In many people's minds, many reactions remain a sign of a successful post; interest increases almost automatically.

And anyone who sees that a company seeks and maintains direct contact with users in the comments is more likely to leave a comment themselves. This is one of the differences between advertising on social media and other advertising environments, which is often underestimated: on social media, you are not just buying advertising space with your media budget, but offering the (potential) customer a direct communication channel.

For this reason, it is usually not the right approach to design social media ads as small billboards that communicate in one direction. They hit the pulse of the platform best when they invite interaction; when they are thought of in both directions. This special feature should be utilised.

Conclusion

In this respect, social media also serves as a platform to prove oneself to potential customers, stand out from the competition, and be perceived credibly on social media. Anyone who reacts quickly in the internet age appears modern. Especially in times of sustainability, climate protection, etc., users seem particularly keen to get answers to questions on these topics and beyond. Those who hide behind platitudes appear as if they have something to hide. That deters users. Then the opposite effect occurs – damage is created, which in turn is difficult to measure, but which can affect the performance of the ad.

Conclusion: Good community management is important, ads should also be regularly checked for comments – because positive social proof can increase completions, leads, traffic, and other goals and lastingly improve the brand image. However, social proof should not be generated artificially through engagement baiting or ad optimisation, but by understanding the nature of social media platforms as two-way communication channels.

Conclusion