When you’re looking for a product or service, how do you pick one out of hundreds that the market has to offer? I’ll start with personal examples. Usually, when doing research on something I am planning to get, I rely on three sources: friends, blogs, and reviews. Why? Because I want to get the most bang for my buck. Who wants to waste their money on a pig in a poke which quality isn’t something you’ve heard of or read about? Their ads say it’s good, but where’s the proof?
That’s exactly what social proof is about. Seeing how our friends or influencers we trust react helps us decide whether we want to pay money for something. Whether it is trustworthy and of a decent quality. Same goes for seeing a big number of people (you’ve probably seen words like «trusted by 2500 customers» on companies’ websites): we want to be assured someone else has made this choice before. Why? Surprisingly, it’s human nature! We’re social animals. Psychologist Robert Cialdini in his book «Influence: Science and Practice» tells us about 6 secrets of persuasion, one of which is Liking. People tend to say yes to the ones they like. Especially the ones that are similar to them. On the other hand, by showing people someone like them has done something, we can increase the chance of that person unconsciously following that example.
That explains how social proof works: «the wisdom of the crowd» leads us to decisions we end up making.
So what the marketers have come with is using social proof for advertisement. It’s not new: for instance, even back in the days when digital marketing didn’t exist, we saw celebrities wearing clothes by particular brands, sending us the message—“They’re good!”. Now that we have Facebook Ads, brands have endless opportunities to expand the radius of their influence.
How social proof can be integrated into your ads
When you create a new ad in Ads Manager, Facebook generates a new page post. This post has a unique reference number – Post ID.
If you duplicate an ad, Facebook will create a new post again. Even if these posts are identical – same visual, link, copy, etc. While it is technically a new post, it will not have any comments, likes, and shares, that the original one had.
To keep all engagement – the social proof – you can link your new ad to the same post. This means that instead of creating a new duplicate post, your ad will lead to the existing one.
How Revealbot can help you integrate your social proof into ads
In Bulk Creation, complete the Campaign settings, Budgets & Bids, and Targeting steps, then move on to Creatives. There you’ll find the Post ID Export tab:
Click on Create new to set up your posts selection. Then, choose the campaign using the check boxes or filters. By clicking on Open, you’ll go deeper to the ad set and ads level.
The hint on the bottom will tell you how many entities you’re selecting:
Now go ahead and hit Export. Download the CSV file and go to the Post IDs tab. Insert your exported post IDs and hit Match:
Now that you’re all set to get your social proof, proceed with the rest of the Bulk creation procedure. The new posts that you’re creating will link to the old ones that had comments, likes, and shares.
Let’s see Post ID in action. I’ve created two ad sets, one with ads linking to the existing posts and using their post IDs and another one not linking to anything.
Here’s what the ads of the first ad set look like:
This is only a preview of the ad, it hasn’t even been posted yet. But look at the engagement! You get the point.
And here’s the one with no linkage:
Just like that: Revealbot’s Post ID feature will ensure all your hard work getting engagement doesn’t get tossed out the window. Over to you now — experiment with your posts and let us know how it goes! 😉