Humans like copying what others are doing. This explains why some ideas are more popular than others. People will take up concepts with the highest uptake from the broader population. This is known as the bandwagon effect. You will believe in something because masses of people have adopted without any evidence.
The bandwagon effect is an essential element in successful marketing. It is used to pull crowds for political campaigns, product sales, or even support an agenda. It has the power to influence someone to choose because others are doing it.
Here are some practical ways that bandwagon can be used in marketing.
Testimonials
Marketing experts advise that you post testimonials from your clients talking about your products. You can post as many as possible. This will convince a potential; buyer to decide to but because other people are using the product. When you use real people, others can relate to products easily.
- Showing Number
The real estate market is good at showing sales progress. When there is a poster showing that 90 per cent of the office block is taken, many other people will rush for the remaining 10 per cent. The bandwagon effect is best portrayed by showing the conversions. The numbers must highlight high uptake.
- Reviews
The market is facing discerning customers who have access to information. Before making a purchase, most people will search for feedback and product reviews. Companies collected reviews from satisfied customers and post them on their website or social media handles. This stimulated the bandwagon effect.
When people see reviews, they are confident about the product and move fast to decide to purchase.
- Have an Influencer
When famous people are associated with a product, many people will want to buy it. Celebrities and highly admired person are deemed to know more. Since they are successful, the buyers are sure that the decision to buy is right if the influencer is using the product.
In adverts, the people featured are usually bringing out the best in the product. This creates a bandwagon effect because they want to be sophisticated and have the same result as the characters featured in the commercials.
- Showing Sales
If the sales of the product can real-time for potential customers to see, this can create a bandwagon effect. This is a good idea for an online site that shows users the sales activity.
Examples of Bandwagon Effects
- Clothes
The fashion business is the most affected by bandwagon affects. The celebrities determine the best outfits and influence others to take it up. Many people wear clothes because that uses what everyone is wearing as a trend. Fashion is what everyone is wearing, which explains why people will wear the worst outfits. Comfort is preceded by style.
- Music
The bandwagon effect influences music taste because people will listen to the most popular song or singer. An individual will start listening to music if their friends are doing the same.
- Social Media
The trending social media pages result from the bandwagon effect because many people will be using these sites. The posts become popular, depending on how many like them. Similarly, you will find many people share the same opinions online.
Factors that Influence Bandwagon
Several things cause a bandwagon effect. It is mostly influenced by the behaviour of others and leads an individual to copy the same actions. Some of the factors that can influence the bandwagon effect include:
- Conforming
Bandwagon effect thrives in collective thinking when many people share and uphold the idea. The high number of people adopting the concept influences others to join. No one was to be left out. They want to join the ride and do what others are doing. It is a way of conforming to the norms that identify with everyone around them.
- Desire to Win
Bandwagon effect affects competitive people who always want to win. When you want to be right, you will do what everyone is doing to outdo them. These kinds of people will associate with others to learn about what is acceptable and correct. They are driven by the desire to triumph.
Adverse effects of the Bandwagon effect
The bandwagon effect has a relatively harmless effect on people. It creates fashion, pop culture and music fads, which will not harm you in any way. However, some are extreme and become dangerous. For example, when an issue starts taking hold of things related to health matters; it can be damaging, leading to unpleasant consequences. Here are of the negative examples, which can also put your life at risk.
- A group of people got influenced a movement that was against vaccinations put their lives at risk. They refused to have children immunized, and when outbreaks such measles hit their country, they were immensely affected.
- During elections, most people change their mind when they see who is leading in polls. This is according to researchers who have carried several studies regarding this matter. A good example is the 1992 presidential elections in the US. A majority of students who were in support of Bush changed their mind when they realized that Clinton was leading.
The bandwagon effect is an influence that overcomes our self-will and drives us to do things that we have never planned. It shapes the way society behaves and dictates what is trending at the time. In modern society, the bandwagon effect has become a powerful marketing tool online. However, it would help if you kept in mind that the bandwagon effect ideas do not last for a long time. They are fads that wear off fast.
Also, the bandwagon effect can bring great results as well as bad ones. For instance, bad public reputation can spread fast and damage your name. In the same way, it can turn ordinary things into gold overnight. The bandwagon effect made some celebrities, and they are still thriving. To be on the safe side, always make the health behaviours to avoid risky choices or engaging in unhealthy actions.