Consumers are influenced by other people more than they realize (or are willing to admit).
According to the Wall Street Journal, social norms influence consumption behavior and even private interests, including one’s taste in music and even podcasts.
This is what makes the concept of social proof a powerful one.
This is Day 29 of my 31 Day Podcast Challenge
What is social proof?
Sourcing Wikipedia...
Social proof, a term coined by Robert Cialdini in his 1984 book, Influence, is also known as informational social influence. It describes a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation.
Simply put, social proof influences people's decisions on how they should behave.
Online reviews have significant effects on our behaviors. They've emerged as one of the most potent forms of social proof.
People take positive reviews and high ratings as social proof of a product or service, or for this podcast episode topic, a podcast that is worth subscribing to. They reason, “This has great reviews, so I’m subscribing to it.”
Apart from providing social proof for podcast listeners looking to find a new podcast to subscribe to, reviews also provide social proof in other ways. These online testimonials shape how people perceive the podcast.
But just how important are in-app ratings and reviews? Do they really help your podcast’s visibility? Or are these CTAs just ego-driven tactics that help you climb up the Apple Podcasts rankings?
We hate to burst your bubble, but reviews won’t change your rankings in the least. It’s not part of Apple Podcasts ranking algorithm. At Circle270Media Podcast Consultants, we believe ratings and reviews are always worth asking for… even if they don’t factor into an app’s discovery algorithm.
Why? Because ratings and reviews are, yes, social proof.
Harnessing the potential of reviews as social proof is about activating happy podcast listeners. Keeping that in mind, here are some equally important tips on maximizing social proof in positive reviews:
Reviews require words that can help form a more complete picture of a podcast for potential new listeners. A good review will help fill in the gaps of what a podcaster says about their own podcast content.
Say thank you and engage
If a listener took the time to present social proof for other potential listeners to see, expressing your gratitude is the very least you can do. In Apple Podcasts, you can’t respond back to the listeners, but you can give them a shout out in upcoming podcast episodes, or your newsletter, or on your social media channels.
Ask for the review
Here’s where your creativity needs to shine. Yes, a review in Apple Podcasts, or other in-app players, is the initial ask. But can you do more with your call-to-action?
Ask your audience to directly send a note to the show via email. It could be written, or even better, a voice memo. Use those reviews by...
