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Examiner (2014), when customers see photos of other “regular” people using a product, they are more likely to buy. This social proof is a very powerful motivator because visitors gain trust by seeing others using the products they are about to buy. Social Proof is one of Robert Cialdini’s key principles of influence and it states that one means we use to determine what is correct is to find out what other people think is correct (Cialdini, 2006). We are particularly susceptible to this principle when we’re feeling uncertain and we’re even more likely to be influenced if the people we see seem to be similar to us. Testimonials from satisfied customers show your target audience that people who are similar to them have enjoyed your product or service and they are more likely to become customers themselves (Polanski, 2012). Many of us know the unrealistic body figure of models wearing clothing on a website. When we see a picture of someone with a similar body figure as ours, we are more likely to buy the product because of the realistic way that it looks on the body. Instagram contests utilizing hashtags has become a successful marketing technique as well. The type of Instagram contests range from simply asking users to like their photo to be entered to win, asking people to comment on an entry by asking them to tag their friends, and creating a photo challenge contests which is the most popular type (Social Media Examiner, 2014). The photo challenge contests ask users to post a photo on their personal account and use the specific hashtag you created. The winner of an Instagram contests usually wins a prize that is related to your product or service. Instagram contests are beneficial for both the participants and the company. The company receives free marketing from customers when they post an Instagram and a lucky winner will receive a prize. However, not everyone will participate in this Instagram contest. When using social judgement theory, followers will determine it is worth creating a photograph and posting it on their personal feed. Social judgement theory is the perception and Ha 8PDF Image | Experiment: Instagram Marketing Techniques and Their Effectiveness
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