This morning, as I drove to the office, a billboard promoting a chocolate spread caught my attention. It featured the hashtag #selaicoklatviral (#viralchocolatespread). Although it might initially seem silly for a brand to boldly declare its own product as viral, it's actually a reasonable tactic to leverage virality as a form of social proof. The hashtag immediately signals to potential customers that this product is generating buzz, enticing them with the promise of being part of something popular. A quick check on Tik Tok confirms the virality of this hashtag, at it has sparked a flurry of consumer reviews and comparison videos, where people engage in "battles" between the viral spread and other crunchy chocolate brands.
This brings to mind Nex Carlos, a well-known Indonesian restaurant reviewer in YouTube who is often humorously referred to as "pesugihan online" (literally "online prosperity magic") for restaurants. In Indonesian culture, "pesugihan" refers to mystical practices believed to bring material wealth through supernatural means, often involving pacts or rituals with supernatural beings. Examples include "Nyi Blorong," a mythological snake princess who offers wealth at a high personal cost, or "Gunung Kawi," a sacred mountain in East Java believed to grant riches to those who perform specific rituals there. Carlos' influence is seen as similarly transformative for the restaurants he features. His reviews often result in a significant uptick in customer traffic, sometimes by as much as 50% within a month of being featured. This phenomenon underscores the potent impact that trusted influencers can have in driving consumer preferences and behavior.
Understanding Social Proof
Social proof is a psychological phenomenon where people mirror the behavior of others, believing that the actions of the crowd reflect the right course. In marketing, this translates into leveraging consumer behavior, endorsements, and testimonials to build trust with potential customers. It's why people are drawn to products with five-star reviews or flock to restaurants with long lines.
Why Does It Work?
- Humans as Social Beings: As social creatures, we naturally seek reassurance from others. If a product is endorsed by influential figures or appears popular, we're inclined to trust that it's valuable.
- Fear of Missing Out (FOMO): People dislike being left out. When a product becomes "viral," it taps into a desire to join the trend and not miss out on perceived benefits others are experiencing.
- Influence of Experts and Celebrities: Nex Carlos exemplifies this principle. As a trusted food critic, his recommendations carry weight and instill confidence in his audience.
- Consensus Effect: When multiple sources echo the same positive sentiment, it creates a strong consensus, prompting potential customers to follow the crowd.
- Risk Reduction: Social proof serves as a way to minimize risk. In Indonesia, influencers within the beauty and automotive sectors play a crucial role here. Their reviews help consumers assess the potential risks of using a product, offering insights that allow them to avoid costly mistakes. For instance, beauty influencers share how a skincare product might work on different skin types, while automotive reviewers provide comparative evaluations of vehicles.
The chocolate spread campaign illustrates how brands can strategically utilize social proof to create buzz. By incorporating virality into their marketing strategy, they leverage the psychological need for social validation. Similarly, Nex Carlos demonstrates the power of trusted endorsements in shaping consumer behavior. In a marketplace inundated with information, social proof remains one of the most effective tools for building credibility and driving conversions.
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