Along with intending to hold certain beliefs about the world, people are inspired to be accepted by other people. What is an influencer? How to become an influencer? What do TikTok influencers or Instagram influencers have to do with normative social influence?
Social media influencers and normative social influence are very related to each other. The desire for social acceptance is massively powerful in different ways and explains why people are rather uneasy if they think others are ignoring or rejecting them or are likely to do so in the future.
This is normative social influence.
What is normative social influence, and why is it important to know how this can help you to learn more about your target market’s behavior and help you create a better social media marketing strategy? Let’s dig right in!
Introduction to normative social influence
Normative influence describes the truth that people sometimes change their actions, ideas, or values to be liked and approved by others. This causes conformity – in the sense of people changing their utterances or demeanor to be more like what they see as the standard.
At the basic level, essential factors that bring about normative influence are the wish to make a great impression and the fear of embarrassment.
Additionally, a social-psychological study has revealed the unexpected power and a range of normative influences: For example, it can result in conformity to total strangers, it can cause individuals to disregard proof of their senses, it can impact widespread body image issues and eating disorders due to unrealistic views of beauty, and it can have disastrous consequences in cases of bystander impact and groupthink.
Examples of normative social influence in marketing
Social influence is all over the marketing chamber. There’s a new term that more marketers make use of to explain the procedure of playing on normative social influence: FOMO (fear of missing out).
On TV, audiences are told to watch the Super Bowl, Video Music Awards, or Oscars or take the chance of missing those legendary moments that everyone will be talking about the following day. Moreover, people are told to have a look at events or visit certain restaurants or bars or risk missing the place where everyone else is.
Even ads for essential products – such as make-up, toilet paper, cars, and insect repellant – use the power of FOMO. If you don’t buy ABC make-up, all your close friends will have a good time outside while you’re separated from the pack indoors because you don’t have good make-up like this.
While the term FOMO is new, the concept of social normative impact is even older than advertising: It’s as old as culture itself.
How Deep Is Normative Influence?
Some scientists have argued that whereas normative influence simply leads to compliance, a shallow, and momentary change of behavior without the change in values or ideas, is doomed for failure. However, informational influence is more likely to lead to conversion, a much deeper reorganization of one’s ideas and mindsets, with longer-lasting consequences.
This is suggested since the normative influence appears to be higher when the habits are performed publicly in front of members of the group working out the influence, and by the observation that people often change to their first perspective or belief once they run out of the normative influence situation.
This instinct is caught by the use of exclusive voting cubicles in democratic elections, acknowledging that true attitude can be adulterated when in the presence of others, yet assuming that it can be rekindled alone, too.
Social normative influence, when used in healthy and balanced ways and grades, introduces individuals to new ideas and alternatives. While it urges individuals to step out of their comfort zones, it should not demand them to do something they don’t want to do.
Influencers can use this idea to lead followers to try new things and check out various products, which would profit the followers, the influencers, and the marketing professionals who hire them.