{"id":9890,"date":"2021-11-11T17:51:54","date_gmt":"2021-11-11T17:51:54","guid":{"rendered":"https:\/\/vyper.ai\/blog\/?p=9890"},"modified":"2024-04-29T08:35:38","modified_gmt":"2024-04-29T08:35:38","slug":"the-power-of-social-proof","status":"publish","type":"post","link":"https:\/\/vyper.ai\/blog\/the-power-of-social-proof\/","title":{"rendered":"The Power of Social Proof for Increased Sales Conversions"},"content":{"rendered":"\n<p>Social Proof is the idea of people conforming to something based on the influence of others. When a person visits your website and begins to favor your brand upon reading a testimonial from an industry expert, that is considered social proof. <\/p>\n\n\n\n<p>In the past, massive brands like Amazon, Mailchimp, and Fitbit have leveraged social proof in their efforts to improve sales conversions. Now, modern online businesses are using similar tactics to quickly gain a consumer&#8217;s trust and close the deal. <\/p>\n\n\n\n<p>Social proof isn&#8217;t just limited to expert testimonials. There are multiple ways your brand can use social proof to boost sales. <\/p>\n\n\n\n<p>In this guide, we will share with you 10 exceptional social proof strategies that will allow your brand to increase sales conversions and develop a stronger customer base. <\/p>\n\n\n\n<p>Let&#8217;s get started!<\/p>\n\n\n\t\t\t\t<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-2  uagb-block-39b26dbe      \"\n\t\t\t\t\tdata-scroll= \"\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable Of Contents\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap \">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#what-is-social-proof\" class=\"uagb-toc-link__trigger\">What is Social Proof?<\/a><li class=\"uagb-toc__list\"><a href=\"#the-concept-of-social-proof\" class=\"uagb-toc-link__trigger\">The Concept of Social Proof<\/a><li class=\"uagb-toc__list\"><a href=\"#10-social-proof-strategies-to-increase-your-sales-conversions\" class=\"uagb-toc-link__trigger\">10 Social Proof Strategies to Increase your Sales Conversions<\/a><li class=\"uagb-toc__list\"><a href=\"#1-customer-reviews\" class=\"uagb-toc-link__trigger\">#1 Customer Reviews<\/a><li class=\"uagb-toc__list\"><a href=\"#2-video-testimonials-in-ads\" class=\"uagb-toc-link__trigger\">#2 Video Testimonials in Ads<\/a><li class=\"uagb-toc__list\"><a href=\"#3-case-studies\" class=\"uagb-toc-link__trigger\">#3 Case Studies<\/a><li class=\"uagb-toc__list\"><a href=\"#4-media-mentions\" class=\"uagb-toc-link__trigger\">#4 Media Mentions<\/a><li class=\"uagb-toc__list\"><a href=\"#5-micro-influencer-marketing\" class=\"uagb-toc-link__trigger\">#5 (Micro) Influencer Marketing<\/a><li class=\"uagb-toc__list\"><a href=\"#6-user-generated-content-ugc\" class=\"uagb-toc-link__trigger\">#6 User Generated Content (UGC)<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#things-to-consider-when-using-ugc\" class=\"uagb-toc-link__trigger\">Things to consider when using UGC:<\/a><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#7-fomo-pop-ups\" class=\"uagb-toc-link__trigger\">#7 FOMO Pop-ups<\/a><li class=\"uagb-toc__list\"><a href=\"#8-use-social-media-as-your-social-proof\" class=\"uagb-toc-link__trigger\">#8 Use Social Media as your Social Proof<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#social-media-giveaways-and-contests\" class=\"uagb-toc-link__trigger\">Social Media Giveaways and Contests<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#social-media-takeovers\" class=\"uagb-toc-link__trigger\">Social Media Takeovers<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#social-media-shares-and-following\" class=\"uagb-toc-link__trigger\">Social Media Shares and Following<\/a><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#9-certification-and-trust-badges\" class=\"uagb-toc-link__trigger\">#9 Certification and Trust Badges<\/a><li class=\"uagb-toc__list\"><a href=\"#10-storytelling-social-proof\" class=\"uagb-toc-link__trigger\">#10 Storytelling Social Proof<\/a><li class=\"uagb-toc__list\"><a href=\"#how-to-get-your-social-proof\" class=\"uagb-toc-link__trigger\">How To Get Your Social Proof?<\/a><li class=\"uagb-toc__list\"><a href=\"#bonus-social-proof-and-reviews-with-rachel-tyers\" class=\"uagb-toc-link__trigger\">Bonus: Social Proof and Reviews with Rachel Tyers<\/a><li class=\"uagb-toc__list\"><a href=\"#conclusion\" class=\"uagb-toc-link__trigger\">Conclusion<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#free-contest-giveaway-viral-growth-guide\" class=\"uagb-toc-link__trigger\">FREE: Contest &amp; Giveaway Viral Growth Guide<\/a><\/ul><\/ul><\/ul><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/967d6629-5183-4265-8c7b-8824146639d3\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/967d6629-5183-4265-8c7b-8824146639d3\/-\/preview\/1024x1024\/\" alt=\"what is social proof\" class=\"wp-image-9935\"\/><\/a><\/figure>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"has-text-align-center wp-block-heading\" id=\"free-download-get-all-our-contest-giveaway-marketing-guides-checklists-and-tutorials-that-have-helped-100-s-of-brands-collect-15k-emails-in-under-21-days\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-green-cyan-color\"><strong>FREE DOWNLOAD: Get all Our Contest &amp; Giveaway Marketing Guides, Checklists, and tutorials<\/strong> that have helped 100&#8217;s of brands collect 15k+ emails in under 21 days!<\/mark><\/h4>\n\n\n\n<div id=\"vy-form-embed-126456\"><\/div><script>var vy_contest_id = 126456; var vy_contest_url = 'https:\/\/vy.lc\/126456siumk';<\/script><script src=\"https:\/\/d1k80c2u160186.cloudfront.net\/vyembedjsobfv2.js\"><\/script>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What is Social Proof?<\/h2>\n\n\n\n<p>Imagine you\u2019re walking down the street one day looking for somewhere to have lunch. There is a selection of eateries to choose from, several of which are empty. There is one, however, that has a good selection of different people eating at the tables. Which one would you choose? Probably the one that\u2019s already got some customers.<\/p>\n\n\n\n<p>Let\u2019s look at another example in the online world. You\u2019re looking for a new pair of shoes and visit several websites. A couple of the websites you visit have a very active community. The others are completely blank. <a href=\"https:\/\/www.researchgate.net\/publication\/215655590_Harnessing_the_Influence_of_Social_Proof_in_Online_Shopping_The_Effect_of_Electronic_Word-of-Mouth_on_Sales_of_Digital_Microproducts\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Studies<\/a> have shown that you\u2019re more likely to browse a site that has an active community.&nbsp;<\/p>\n\n\n\n<p>Both of these scenarios are examples of social proof at its most basic. The idea behind social proof is that people tend to follow the actions of others. So, if lots of people behave in a&nbsp; certain way, it\u2019s got to be the right way to behave, right?<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><a href=\"https:\/\/cdn.vyper.io\/9bf154c2-f78b-4c7f-81d2-cfba7b9e5c7f\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/9bf154c2-f78b-4c7f-81d2-cfba7b9e5c7f\/-\/preview\/1024x1024\/\" alt=\"Social Proof Definition\" class=\"wp-image-9926\" style=\"width:768px;height:450px\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>Reply.io<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<p>The <a href=\"https:\/\/reply.io\/sales-glossary\/social-proof\/\" target=\"_blank\" rel=\"noreferrer noopener\">concept of social proof<\/a> and people following the actions of others was first coined by famous psychologist Robert Cialdini. He is recorded as saying that:<\/p>\n\n\n\n<p><em>\u201cWe view a behavior as more correct in a given situation to the degree that we see others performing it.\u201d<\/em><\/p>\n\n\n\n<p>Consumers tend to require proof from their peers and unbiased third parties, that a product or service is worth buying. We\u2019ve become a little bit cynical over the years and tend not to believe the brands selling the products quite as much as we used to.&nbsp;<\/p>\n\n\n\n<p>On the other hand, social proof is evidence that something is popular and by using this, businesses can stack the deck in their favor and increase sales.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The Concept of Social Proof<\/h2>\n\n\n\n<p>There are three key elements around which the concept of social proof revolves: uncertainty, similarity, and expertise.<\/p>\n\n\n\n<ul>\n<li>Uncertainty: When people find themselves in a situation they\u2019re unsure of, they need confirmation.\u00a0<\/li>\n\n\n\n<li>Similarity: People tend to be influenced by the buying choices of those in the same social and income group as themselves.\u00a0<\/li>\n\n\n\n<li>Expertise: When we find ourselves in an uncertain situation, we tend to follow others, especially if they\u2019re considered experts in a specific area.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>If you like the sound of social proof and want to know how you can use it to your advantage, let\u2019s introduce 10 of the most common strategies.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">10 Social Proof Strategies to Increase your Sales Conversions<\/h2>\n\n\n\n<p>Here are some of the best ways to generate social proof and capitalize on its ability to get consumers to believe what you say about your products or services is accurate and that you offer something valuable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#1 Customer Reviews<\/h2>\n\n\n\n<p>According to research done by Nielsen (a US information, data, and market measurement firm), <a href=\"https:\/\/www.nielsen.com\/us\/en\/insights\/article\/2012\/trust-in-advertising--paid-owned-and-earned\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">92%<\/a> of people trust a recommendation from a friend, while 70% will trust one from someone they\u2019ve never heard of before.<\/p>\n\n\n\n<p>One of the most common <a href=\"https:\/\/www.yieldify.com\/blog\/six-ways-to-use-social-proof-to-increase-your-ecommerce-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">ways to use social proof<\/a> is customer reviews, testimonials, or feedback. For example, Amazon, one of the world\u2019s leading online retailers, uses customer reviews to great effect. They display these reviews for each product sold on their website.&nbsp;<\/p>\n\n\n\n<p>Almost all big brands do the same, and they tend to ensure the reviews are one of the first things any potential customer sees when looking at a product. One of the ways they can do this is by <a href=\"https:\/\/cloutly.com\/blog\/how-to-embed-google-reviews\/\" target=\"_blank\" rel=\"noreferrer noopener\">embedding Google reviews on their site<\/a>.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/0da33371-8601-4327-b8f0-2e28a6a63f22\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/0da33371-8601-4327-b8f0-2e28a6a63f22\/-\/preview\/1024x1024\/\" alt=\"Amazon Customer Reviews\" class=\"wp-image-9902\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>Amazon.co.uk<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<p>The best way to gather customer reviews is to ask customers to leave them. The simplest way to do this is to email customers after they\u2019ve placed an order. If they\u2019re happy with their purchase, they\u2019ll likely give a review.&nbsp;<\/p>\n\n\n\n<p>If your customers are a little shy about leaving reviews, incentivize them by offering a coupon code for their next purchase, for example.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#2 Video Testimonials in Ads<\/h2>\n\n\n\n<p>This is taking the customer review one step further, and it can be very persuasive. To start with, it builds confidence in your brand, increases conversion rates and sales.<\/p>\n\n\n\n<p>Video is very effective because it\u2019s more engaging, eye-catching, easy to consume, and dynamic. You can also squeeze a lot more information into a video.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/a9651711-881b-4733-80ed-1339d7eee38e\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/a9651711-881b-4733-80ed-1339d7eee38e\/-\/preview\/1024x1024\/\" alt=\"Video Testimonials YouTube\" class=\"wp-image-9903\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>YouTube @AmyLearnsToCook<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<p>A good video testimonial should last no more than 60 seconds and shouldn\u2019t be too vague or general either. Ideally, the video should give specific facts and information relevant to future customer needs. Captions are also a helpful addition. Above all, such reviews should be personal.&nbsp;<\/p>\n\n\n\n<p>One of the best tools for gathering video testimonials is crowdy.ai. Use it for existing YouTube and Facebook videos, or record your own. Then, use a <a href=\"https:\/\/www.uscreen.tv\/blog\/vod-platforms\/\" target=\"_blank\" rel=\"noreferrer noopener\">video-on-demand platform<\/a> to host those same recordings in high definition where they&#8217;ll be accessible by all viewers!<\/p>\n\n\n\n<p>One last tip is to remember to get the customer\u2019s permission before using their testimonials. This is particularly important if the customer\u2019s face is visible.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#3 Case Studies<\/h2>\n\n\n\n<p>Case studies are a more formal option, but you can use them to provide social proof of the highest authority.<\/p>\n\n\n\n<p>Case studies leverage the idea that in-depth reviews hold more value and are more reputable than brief reviews or comments.<\/p>\n\n\n\n<p>Shopify uses customer success stories in the form of long-form case studies to highlight the worth of its eCommerce software.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/33282e13-13ea-402b-8aa8-62b8ceab3eb0\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/33282e13-13ea-402b-8aa8-62b8ceab3eb0\/-\/preview\/1024x1024\/\" alt=\"Shopify Case Studies\" class=\"wp-image-9904\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>Shopify Case Studies<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<p>When you\u2019re creating case studies, it\u2019s vital that you include actual data. If, for example, you\u2019ve got a product that increases conversion rates, provide before and after examples. Also include a problem statement, how your product helped solve the problem, and any final results.<\/p>\n\n\n\n<p>Aim to publish a variety of different studies, each of which highlights a specific benefit of your service or product. Naturally, any customers visiting your website will look for a study that most resembles the problem they need to solve.&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/vyper.io\/user\/register?redirect=freeaccount\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/5a84c229-4322-4c7c-883d-ca9ac0f1b7ce\/-\/preview\/1024x1024\/\" alt=\"VYPER Free Account Signup Fashion Nova\" class=\"wp-image-8519\"\/><\/a><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#4 Media Mentions<\/h2>\n\n\n\n<p>Media mentions add social proof because they imply that they endorse you. TechCrunch is a popular media site for startups, for example. So if you can get your product or service mentioned on the site, it could potentially increase your traffic.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/6fb04ef7-5475-4821-a7b9-ba6704719069\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/6fb04ef7-5475-4821-a7b9-ba6704719069\/-\/preview\/1024x1024\/\" alt=\"Tech Crunch Media Mention\" class=\"wp-image-9912\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>TechCrunch<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<p>Another option is to include quotes from news mentions, such as Entrepreneur Magazine, Wall Street Journal, and Forbes. One way to find out who\u2019s talking about you online is to set up a Google Alert to monitor mentions of your brand. It\u2019s easy to do and doesn\u2019t cost a dime.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#5 (Micro) Influencer Marketing<\/h2>\n\n\n\n<p>The purchasing decisions people make are generally influenced by other people. This is because humans have a natural tendency to mimic the behaviors of those around them, especially if those people are respected.&nbsp;<\/p>\n\n\n\n<p>You\u2019ll find influencer endorsements used on the opening pages of books, on the jackets, and on the covers. But they also have a place in numerous other areas.<\/p>\n\n\n\n<p>Celebrities are often very effective influencers to have on board, but there\u2019s also a place for micro-influencers. These are people with a social media following bigger than the average person but smaller than a celebrity.<\/p>\n\n\n\n<p>Micro-influencers have value due to:<\/p>\n\n\n\n<ul>\n<li>Targeted follower bases<\/li>\n\n\n\n<li>More affordable<\/li>\n\n\n\n<li>Micro-Influencers are real people and, therefore, more authentic<\/li>\n<\/ul>\n\n\n\n<p>The reason these influencers are happy to promote your products could be because they like them, but it might also be in exchange for money. But how do you find them?<\/p>\n\n\n\n<p>There are several tools or services you can use to help you find the right influencers. They allow you to search for any potential influencers, no matter how big or small their audience. You can also narrow your search based on a range of demographics.<\/p>\n\n\n\n<p>Money has already been mentioned as a way of encouraging these influencers. Alternatively, you might offer Shout Outs, product discounts or giveaways, or a commission.<\/p>\n\n\n\n<p>Victoria\u2019s Secret chose the micro-influencers approach when it found 175 college-age women and paid them to post Instagram images featuring Pink merchandise.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/9d77b350-5346-4a30-aab9-6868ea71890b\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/9d77b350-5346-4a30-aab9-6868ea71890b\/-\/preview\/1024x1024\/\" alt=\"Victorias Secret Micro Influencers\" class=\"wp-image-9913\"\/><\/a><figcaption class=\"wp-element-caption\">Source:<em> <strong>Instagram @VSPinkAU<\/strong><\/em><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><a href=\"https:\/\/vyper.ai\/blog\/how-to-run-influencer-giveaways\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/37873804-2fd2-4cfc-b95c-a0712d22a850\/-\/preview\/1024x1024\/\" alt=\"VYPER Influencer Giveaway\" class=\"wp-image-8374\" style=\"width:512px;height:512px\"\/><\/a><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/vyper.ai\/blog\/how-to-run-influencer-giveaways\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em><strong>Click here to learn more about hosting a giveaway with an influencer.<\/strong><\/em><\/a><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-call-to-action uagb-block-888738a2 wp-block-button uagb-cta__outer-wrap\"><div class=\"uagb-cta__wrap\"><h3 class=\"uagb-cta__title\">FREE: Contest &amp; Giveaway Viral Growth Guide<\/h3><p class=\"uagb-cta__desc\">\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f\u2b50\ufe0f &#8212; Download all the guides, checklists, and outlines we use to build and market viral contests. See our case studies for examples of brands using these to collecting 50k emails and social followers in 3 weeks.<\/p><\/div><div class=\"uagb-cta__buttons\"><a href=\"https:\/\/vy.lc\/126456siumk\" class=\"uagb-cta__button-link-wrapper wp-block-button__link\" target=\"_blank\" rel=\"noopener noreferrer\">DOWNLOAD<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 512 512\"><path d=\"M256 0C114.6 0 0 114.6 0 256c0 141.4 114.6 256 256 256s256-114.6 256-256C512 114.6 397.4 0 256 0zM382.6 302.6l-103.1 103.1C270.7 414.6 260.9 416 256 416c-4.881 0-14.65-1.391-22.65-9.398L129.4 302.6c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 306.8V128c0-17.69 14.33-32 32-32s32 14.31 32 32v178.8l49.38-49.38c12.5-12.5 32.75-12.5 45.25 0S395.1 290.1 382.6 302.6z\"><\/path><\/svg><\/a><\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#6 User Generated Content (UGC)<\/h2>\n\n\n\n<p>Consumers are often happier to buy a product if they see that others have used the product successfully. UGC is an umbrella term that covers any content your customer might create. It can take various forms, such as in-depth video reviews, social media posts, podcasts that mention your products or brand, and blog reviews.<\/p>\n\n\n\n<p>Instagram is the go-to platform and best source of user-generated content for millions of brands. As a result, it is considered one of the most effective platforms if you want to promote a product or develop your brand.<\/p>\n\n\n\n<p>Boxed Water is a startup company that uses customer Instagram photos on its own Instagram account. Here is just one example of the kind of posts this sustainable drinking water company regularly publishes.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/3f6fe1fd-2a0f-4234-a3b2-b9a87563f23b\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/3f6fe1fd-2a0f-4234-a3b2-b9a87563f23b\/-\/preview\/1024x1024\/\" alt=\"Boxedwater UGC on Instagram\" class=\"wp-image-9914\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>Instagram @BoxedWater<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Things to consider when using UGC:<\/h3>\n\n\n\n<ul>\n<li><strong>Build anticipation<\/strong>: It\u2019s much better to pick a specific day for your user-generated content campaign rather than stretch it out over weeks or months. It will allow you to build anticipation and hopefully be flooded with content.<\/li>\n\n\n\n<li><strong>Refresh whenever necessary<\/strong>: If you decide to run a long campaign, change things up occasionally to keep people interested and encourage new customers to participate.<\/li>\n\n\n\n<li><strong>Provide unique and helpful tools<\/strong>: Your customers will be happier to participate if you make it fun and easy. For example, something as simple as hashtags they can use in Twitter submissions or a <a href=\"https:\/\/deskmoz.com\/live-chat-outsourcing\" target=\"_blank\" rel=\"noreferrer noopener\">live chat outsourcing<\/a> solution that helps your customers with their questions on the go.<\/li>\n\n\n\n<li><strong>Curate your gallery<\/strong>: When publishing content, use your judgment and remember the maxim: Quality over quantity.<\/li>\n\n\n\n<li><strong>Reflect your brand\u2019s lifestyle<\/strong>: Use content that reflects customer experiences and lifestyles.<\/li>\n\n\n\n<li><strong>Provide a unique perspective<\/strong>: Customers love to see what goes on behind the scenes. Consider using photos from brand events and product launches.<\/li>\n\n\n\n<li><strong>Keep the rules simple<\/strong>: It\u2019s always better to make things as easy as possible for people who want to participate rather than going over the top with submission requirements and rules.<\/li>\n\n\n\n<li><strong>Engagement is key<\/strong>: As soon as you launch your under-generated content campaign, remember to feature it on your social networks and engage with your audience. Thank them for their submissions, and don\u2019t forget to throw in some compliments.<\/li>\n\n\n\n<li><strong>Incentives can be very persuading<\/strong>: Free shipping, discount coupon codes, and other incentives can encourage satisfied customers to provide UGC. Embed an upload button on your website, and it\u2019ll make uploading a video or photo easy.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#7 FOMO Pop-ups<\/h2>\n\n\n\n<p>FOMO stands for Fear of Missing Out. The concept behind this social proof strategy is that a large group of people are collectively more intelligent and can be trusted by more than one single person, even if they happen to be an expert.<\/p>\n\n\n\n<p>When you visit your local restaurant, and there\u2019s a section of the menu that lists the \u201cmost popular dishes,\u201d this is an example of FOMO Pop-Ups in action. The \u201cbest selling products\u201d section of an eCommerce website is another excellent example.<\/p>\n\n\n\n<p>Amazon uses this strategy to significant effect when it lists an item, stressing that a limited number of them are left in stock.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/98878c15-9937-441a-af3e-0f9d5caec5c1\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/98878c15-9937-441a-af3e-0f9d5caec5c1\/-\/preview\/1024x1024\/\" alt=\"Amazon FOMO Pop Ups\" class=\"wp-image-9915\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>Amazon.co.uk<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<p>Here\u2019s a list of some techniques you can use to improve your sales through FOMO:<\/p>\n\n\n\n<ul>\n<li>Set a time limit<\/li>\n\n\n\n<li>Utilize social proof<\/li>\n\n\n\n<li>Quote influencers or celebrities<\/li>\n\n\n\n<li>Offer product bundles<\/li>\n\n\n\n<li>Take an omnichannel approach<\/li>\n\n\n\n<li>Hone your messaging skills<\/li>\n\n\n\n<li>Take advantage of the human competitive spirit<\/li>\n\n\n\n<li>Showcase any opportunities customers might have already missed<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/vyper.io\/user\/register?redirect=freeaccount\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/8f0dc41a-0e11-4f01-8dde-b24e6eaefdb0\/-\/preview\/1024x1024\/\" alt=\"VYPER Free Account Signup SPI\" class=\"wp-image-8515\"\/><\/a><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#8 Use Social Media as your Social Proof<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.truepush.com\/blog\/social-media-in-business-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Social media<\/a> is a very powerful medium if you want to leverage social proof.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Social Media Giveaways and Contests<\/h3>\n\n\n\n<p>Giveaways and contests have been a trusted marketing tool for many years. However, you can use social proof to make them even more successful. Quite often, nowadays, people need an incentive or a reason for them to take action.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re looking for a way to generate leads, you need to do more than ask visitors for their email addresses so you can send a newsletter update.<\/p>\n\n\n\n<p>A giveaway is a fundamental concept. The top brands have been using them for decades. For a giveaway to be successful, you must take the following steps:<\/p>\n\n\n\n<ul>\n<li>Offer something your target market wants<\/li>\n\n\n\n<li>Encourage people to enter the giveaway to win the prize<\/li>\n\n\n\n<li>Participants have to either collect points or complete specific actions<\/li>\n\n\n\n<li>The winner or winners gets their prize<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/2524e5f9-a518-42eb-80aa-263e86f2ab75\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/2524e5f9-a518-42eb-80aa-263e86f2ab75\/-\/preview\/1024x1024\/\" alt=\"Evo Car Share Twitter Contest\" class=\"wp-image-9917\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>Twitter @EvoCarShare<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Social Media Takeovers<\/h3>\n\n\n\n<p>Social media takeovers are an excellent way to expand your influence and reach an audience that might not be very familiar with your brand. What happens is an influencer takes over your social media posts for an agreed length of time. Rather than using an influencer, an expert is another option.<\/p>\n\n\n\n<p>One excellent example is when the city of Calgary had a social media takeover of its Instagram platform.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/393ab673-4694-410e-8d9f-436a921a7ad1\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/393ab673-4694-410e-8d9f-436a921a7ad1\/-\/preview\/1024x1024\/\" alt=\"City of Calgary Instagram Takeover\" class=\"wp-image-9918\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>Instagram @CityOfCalgary<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<p>A social media takeover is easy enough to sell because you\u2019re not only leveraging the influencer\u2019s audience, but they\u2019re getting access to your audience too. &nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Social Media Shares and Following<\/h3>\n\n\n\n<p>Letting everyone know about your social media followers might seem a little out-of-date. Still, it\u2019s a great way to let your target audience know how many other people with similar tastes buy your products.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how Hubspot boasts of its social media following:<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/765e0d15-03c6-4d35-bc35-ae66547d7971\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/765e0d15-03c6-4d35-bc35-ae66547d7971\/-\/preview\/1024x1024\/\" alt=\"Hubspot social media followers metric\" class=\"wp-image-9921\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>Hubspot<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<p>Website visitors can become social media followers with one quick click, and it makes your brand appear more trustworthy. All you need to do is add a share button on your product pages or perhaps on your blog.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#9 Certification and Trust Badges<\/h2>\n\n\n\n<p>Certification and trust badges have stood the test of time when it comes to improving sales. <a href=\"https:\/\/baymard.com\/blog\/site-seal-trust\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">One study<\/a> was conducted to determine the most effective eCommerce trust badges and the top of the list was the Norton Site Seal.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/8c1478df-c324-4cfc-ad09-90f9a6b0d5ab\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/8c1478df-c324-4cfc-ad09-90f9a6b0d5ab\/-\/preview\/1024x1024\/\" alt=\"Verification Badges\" class=\"wp-image-9922\"\/><\/a><\/figure>\n\n\n\n<p>One form of certification that can be beneficial is the blue checkmark you get when you\u2019re verified on Facebook, Twitter, and Instagram. You not only gain credibility and respect, but you also get access to special features reserved for verified pages or accounts.<\/p>\n\n\n\n<p>If your business has obtained accreditations or specific industry certifications, you should also be proud of them and display them on your website. Most accreditation and certification organizations will have a logo or badge you can display for free.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#10 Storytelling Social Proof<\/h2>\n\n\n\n<p>Stories and real-life examples can be more trustworthy than plain statistics. This is because they tend to be remembered more, whereas numbers are easy to forget.<\/p>\n\n\n\n<p>Storytelling is also very persuasive because we can easily put ourselves in the storyteller\u2019s shoes. So when you\u2019re asking customers for testimonials and writing case studies, ask customers for a description of their situation before as well as after they bought your product.<\/p>\n\n\n\n<p>Such an approach allows you to paint an accurate picture of the customer\u2019s problem, why they chose your product, and how it helped.<\/p>\n\n\n\n<p>SGT Auto Transport is a company that has embraced storytelling by including some customer stories on all pages of its website.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/cdn.vyper.io\/d586131d-5357-4311-a1a9-9cc9d31f2a05\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/d586131d-5357-4311-a1a9-9cc9d31f2a05\/-\/preview\/1024x1024\/\" alt=\"SGT Auto Customer Stories\" class=\"wp-image-9923\"\/><\/a><figcaption class=\"wp-element-caption\">Source: <strong><em>SGT Auto<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">How To Get Your Social Proof?<\/h2>\n\n\n\n<p>If you\u2019re just starting out, you may be wondering how you can build trust if you haven\u2019t got any third-party evidence of it. Here are a few quick and simple ideas:<\/p>\n\n\n\n<ul>\n<li>Give details: You can improve trust in your brand by going into more detail about what the customer can expect to get.<\/li>\n\n\n\n<li>Make promises: Make your commitments specific but don\u2019t exaggerate. Make the promises real because you\u2019ll need to stand behind them.<\/li>\n\n\n\n<li>Show yourself: Show potential customers that there is a real person behind your business and offer.<\/li>\n\n\n\n<li>Use social testimonials: Use social media interactions to build up third-party social proof.<\/li>\n\n\n\n<li>Industry statistics: Find industry statistics to back up any claims.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Bonus: Social Proof and Reviews with Rachel Tyers<\/h2>\n\n\n\n<p>Rachel Tyers is the VP of Strategic Partnerships at Okendo, a service that is focused on Review Generation. Okendo&#8217;s excellent products and services helped thousands of Shopify stores build trust with their customers. <\/p>\n\n\n\n<p>In the interview below, Rachel explains why social proof is absolutely crucial for online brands. Click the play button below to listen or visit <a href=\"https:\/\/youtu.be\/GmSbjpFmxAA\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">YouTube to watch the full episode<\/a>. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-podcast-co wp-block-embed-podcast-co\"><div class=\"wp-block-embed__wrapper\">\n<iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"How to Instantly Increase Conversion Rates and 2x ROI with Social Validation &amp; Reviews\" src=\"https:\/\/play.pod.co\/blitz-growth\/blitz-growth-ep27-rachel-tyers#?secret=nEGuuUUJTC\" data-secret=\"nEGuuUUJTC\" frameborder=\"0\" width=\"100%\" height=\"188\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-marketing-button uagb-marketing-btn__align-center uagb-marketing-btn__align-text-center uagb-marketing-btn__icon-after uagb-block-a60798b1 wp-block-button uagb-marketing-btn__outer-wrap uagb-marketing-btn__icon-before\"><a href=\"https:\/\/vy.lc\/126456siumk\" class=\"uagb-marketing-btn__link wp-block-button__link\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"uagb-marketing-btn__title\">FREE DOWNLOAD<\/span><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 512 512\"><path d=\"M256 0C114.6 0 0 114.6 0 256c0 141.4 114.6 256 256 256s256-114.6 256-256C512 114.6 397.4 0 256 0zM382.6 302.6l-103.1 103.1C270.7 414.6 260.9 416 256 416c-4.881 0-14.65-1.391-22.65-9.398L129.4 302.6c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L224 306.8V128c0-17.69 14.33-32 32-32s32 14.31 32 32v178.8l49.38-49.38c12.5-12.5 32.75-12.5 45.25 0S395.1 290.1 382.6 302.6z\"><\/path><\/svg><p class=\"uagb-marketing-btn__prefix\">Steal our library of giveaway &amp; contest marketing growth hacks<\/p><\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>Social proof is crucial if you want to increase sales because it helps build trust, add credibility, validate, and simplify consumer buying decisions. There are many ways you can leverage the power of this strategy, the most important of which have been introduced above.<\/p>\n\n\n\n<p>Hopefully, you\u2019ll now feel more inspired and confident to try out some of these ideas for yourself. Pick the ones that work best for your business, and you\u2019ll soon be flooded with conversions and more sales.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image alignright size-large is-resized\"><a href=\"https:\/\/cdn.vyper.io\/2d600a9d-7e73-466e-aded-b5e23fdee91a\/\"><img decoding=\"async\" src=\"https:\/\/cdn.vyper.io\/2d600a9d-7e73-466e-aded-b5e23fdee91a\/-\/preview\/1024x1024\/\" alt=\"Marija Mladenovska\" class=\"wp-image-9969\" style=\"width:200px;height:200px\"\/><\/a><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-default is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><em>About The Author<\/em><\/strong><\/p>\n<cite><em><em>Maria Mladenovska is a Content Manager at <\/em><a href=\"https:\/\/thrivemyway.com\/start-blog\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>ThriveMyWay.com<\/em><\/a><em> &#8211; a one-stop resource for learning how to make money online on your own terms. She is passionate about marketing and her curiosity to learn is ever-evolving.<\/em><br><br><em>She focuses specifically on writing and editing engaging articles, blog posts, and other forms of publication. You can connect with her on <\/em><a href=\"https:\/\/www.linkedin.com\/in\/marija-mladenovska\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><em>LinkedIn<\/em><\/a><em> or <\/em><a href=\"https:\/\/twitter.com\/MariaMladen\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><em>Twitter.<\/em><\/a><\/em><\/cite><\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n  <div class=\"related-post grid\">\r\n      <div class=\"post-list \">\r\n\r\n            <div class=\"item\">\r\n            <div class=\"thumb post_thumb\">\r\n    <a  title=\"How to Run a Referral Giveaway That Explodes Brand Growth\" href=\"https:\/\/vyper.ai\/blog\/referral-giveaway\/?related_post_from=13557\">\r\n\r\n      <img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"675\" src=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2025\/02\/Referral-Giveaway.png\" class=\"attachment-full size-full wp-post-image\" alt=\"Referral Giveaway\" srcset=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2025\/02\/Referral-Giveaway.png 1080w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2025\/02\/Referral-Giveaway-980x613.png 980w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2025\/02\/Referral-Giveaway-480x300.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1080px, 100vw\" \/>\r\n\r\n    <\/a>\r\n  <\/div>\r\n\r\n  <a class=\"title post_title\"  title=\"How to Run a Referral Giveaway That Explodes Brand Growth\" href=\"https:\/\/vyper.ai\/blog\/referral-giveaway\/?related_post_from=13557\">\r\n        How to Run a Referral Giveaway That Explodes Brand Growth  <\/a>\r\n\r\n        <\/div>\r\n              <div class=\"item\">\r\n            <div class=\"thumb post_thumb\">\r\n    <a  title=\"An Influencer Giveaway To Skyrocket Your Brand\u2019s Growth\" href=\"https:\/\/vyper.ai\/blog\/host-an-influencer-giveaway\/?related_post_from=13491\">\r\n\r\n      <img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"675\" src=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2025\/01\/How-to-host-influencer-giveaways.png\" class=\"attachment-full size-full wp-post-image\" alt=\"How to host influencer giveaways\" srcset=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2025\/01\/How-to-host-influencer-giveaways.png 1080w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2025\/01\/How-to-host-influencer-giveaways-980x613.png 980w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2025\/01\/How-to-host-influencer-giveaways-480x300.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1080px, 100vw\" \/>\r\n\r\n    <\/a>\r\n  <\/div>\r\n\r\n  <a class=\"title post_title\"  title=\"An Influencer Giveaway To Skyrocket Your Brand\u2019s Growth\" 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