You need to implement an Horizontal Content & Products spread strategy
There are several reasons why people often pay more attention to recommendations from other people rather than brand messages:
- Trust and Credibility: Recommendations from other people, carry more credibility than messages directly from brands. We tend to believe that these recommendations are more genuine and unbiased compared to advertisements, which are perceived as self-promotional.
2. Social Proof: Humans are influenced by the behavior of others. When we see that a product or service is recommended by many people, we’re more likely to believe it’s a good choice. This phenomenon, known as social proof of quality ( SPOQ), plays a significant role in decision-making.
3. Authenticity: People tend to value authenticity in recommendations. Brand messages can sometimes feel overly polished or sales-oriented, whereas recommendations from others often feel more authentic and based on real experiences.
4. Filtering Information Overload: In today’s world, we’re bombarded with advertisements and brand messages constantly. Recommendations from people we trust serve as filters, helping us navigate through the noise and focus on what’s most relevant.
