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When it comes to making online purchases, reviews matter more than you may think. Proof from real customers that a brand or product is worthy of shoppers’ money can be a major influence during the journey to purchasing. In fact, a recent poll found that 63% of people found reviews extremely and very important when purchasing a product from a brand they’re unfamiliar with.
Because social proof is so vital to shoppers, retail advertisers need to communicate the value of their products by shining the spotlight on positive reviews. Doing this in social ads is a great way to immediately communicate the benefits of their brand. Here’s how three major retailers are incorporating social proof into their ad campaigns on Facebook, Instagram, and Twitter.
Facebook’s carousel ads are a great way to use multiple slides to show off many sides of your brand. Many retail advertisers use this ad type to show off multiple products within one ad unit. However, you can also use carousel ads to promote multiple benefits or selling points. Try using each slide to share a positive review or a wide array of social proof reinforcing a positive image of your brand.
eShakti uses this Facebook carousel ad to show off a wide variety of custom-made clothing. It also includes real user reviews next to each item, employing a double-pronged approach to appeal to audiences. Not only does this ad attract sales by displaying its styles, but it also uses authentic reviews to speak to the clothes’ quality and the benefits of shopping with eShakti.
Sometimes pictures do speak louder than words. That’s also true when it comes to providing social proof in your ads. Because many retailers rely on a visual approach to promoting their products, sharing real-life examples of your items out in the world can also sufficiently sell your brand.
Ikea’s Instagram video ad takes viewers on a 360-degree tour of a real-world bedroom makeover using Ikea’s furniture and accessories. The ad offers little brand commentary and lets audiences see for themselves how shopping at Ikea can help them give their space a stylish upgrade.
While it can be tempting to pack your ads with as much positive social proof as possible, they still need to be easily readable for your audiences. Sometimes brevity is best, especially if you’ll be advertising on mobile devices with smaller screens. If you’ll be sharing reviews in your ad, choose ones that get the point across in as few words as possible.
Ads on Twitter should adapt to the site’s 140-character limit in order to fit in with surrounding organic content. Stitch Fix does this by choosing a short, snappy and memorable quote from one of their customers. This review works especially well because it offers social proof that is worded in the same breezy, fun style that is threaded throughout the rest of the ad.
Learn best practices and strategies for crafting Instagram ad creative that generates leads and drives revenue. Download the Guide