Social Proof: Why User Generated Content (UGC) Wins
Social Proof: Why User Generated Content (UGC) Wins
A brand saying "We are great" is Marketing. A customer saying "They are great" is Social Proof.
The Trust Gap
Consumers are cynical. They know ads are paid for. When they see a Creator on TikTok holding the product, talking fast, showing the "Before and After," it feels like a recommendation from a friend.
Forms of Social Proof
- UGC (User Generated Content): Real customers (or actors looking like them) reviewing the product.
- Press Logos: "As seen in Forbes." (Authority Authority).
- Numbers: "Over 10,000 satisfied customers." (Bandwagon Effect).
Why "Ugly" Ads Work
UGC often works better if it looks amateur. If the lighting is perfect, it looks like an ad. If it looks like a FaceTime call, the brain categorizes it as "content," lowers defenses, and listens to the message.