Tap into the power of social proof.
To inspire action, showcasing those who are already on board—the trendsetters and early adopters—is crucial. These people serve as behavior-change models, subtly guiding others to follow suit by demonstrating that they are part of something meaningful and impactful.
How could this look?
- Feature users’ stories: Share testimonials, use cases, case studies, or interviews highlighting these influencers’ journeys and impact.
- Amplify their voices: Use your platform to boost their messages, helping them reach broader audiences.
- Create collaborative content: Partner with these influencers to co-create content that resonates with your target audience, reinforcing the idea that they are part of a larger movement.
Real-world example:
When 3fold worked with Sacramento County’s SacGreenTeam to educate customers about California’s new recycling efforts in SB1383, we needed to bring the idea to life using real customers and real families. We did an open casting call for people willing to bring us into their homes and show us THEIR tips and tricks to separate the compost, recycling, and trash accordingly.
With their content at the core, we then turned this into a full outreach campaign. Using digital, out-of-home (OOH) and bus side advertising, as well as a series of social media videos, we were able to highlight the different ways SacGreenTeam customers could recycle and make use of their organics containers in the kitchen.
Check out one of the videos customers helped us create:
How do you find your behavior change influencers?
Look Within Your Existing Audience: Who are your biggest supporters? Who are the most engaged? Who shares your content, participates in discussions, or consistently supports your initiatives? These are the individuals who naturally influence others within your community.
Watch Social Media: Use social listening tools to track conversations related to your cause or product. Identify those who are not only talking about your brand but also sparking conversations and influencing others to engage.
Engage with Micro-Influencers: While big-name influencers have broad reach, micro-influencers often have a more authentic connection with their followers. Look for those who have a genuine passion for your cause and a loyal, engaged audience, even if their following isn’t massive.
Leverage Data: Use data to identify patterns of influence within your audience. Tools that track engagement metrics, sentiment analysis, and network connections can help you pinpoint who is driving conversations and influencing others.
Collaborate with Community Leaders: Often, the most effective influencers are not traditional social media personalities but leaders within specific communities. Whether it’s a local organizer, a respected professional in your field, or a passionate advocate, these individuals can drive change within their circles.
By strategically identifying and showcasing behavior-change influencers, you can inspire broader audience participation and create a ripple effect that drives meaningful action. People naturally want to be part of something bigger—you just have to show them the way.
