How social proof can boost ad performance

If you’ve done extensive A/B testing and found a truly winning ad, there’s 1 little “secret” way that can boost performance further. This is through focusing on social proof.



High engagement on an ad will almost always perform better than an ad with zero or almost no engagement. High engagement simply means the ad has many likes, reactions, shares and comments, aka social proof. When someone sees an ad with this high engagement, they’re seeing that other people liked or commented on the ad which helps with conversion overall.



How do you generate this high engagement or social proof? 1 way is through running the winning ad, audience and placement combination for a long time or substantial budget. The social proof will build. Another way is by using 1 ad across many ad sets by using the post ID of the ad.



Just take a look at this winning ad we ran with a client of ours. Look at the high amount of comments (148), shares (351) and reactions (756). This social proof helped drop the cost per lead by about 15%!



For this next ecommerce ad, you'll see that the social proof is even higher: 3k reactions, 189 comments and 686 shares. Wow! What's great is that the longer we run this ad, the more successful it will be, primarily due to do with the high number of people who are engaging with the ad. High engagement like this immediately validates the business and product and encourages MORE viewers to click on to the site.

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