Social media algorithms have changed the perception of how people see brands. Attention is low in 2024, yet everybody’s still scrolling.
Even though it might seem they are just scrolling away, many consumers today are influenced by what they see others sharing online. According to studies, over half admit they’ve bought something online just simply because others did.
That’s how powerful bandwagon ads works in marketing. Not because it’s noise but because it’s social.
So, what is a bandwagon ad, then? And why is it still so effective in our oversaturated online landscape of 2025?
What Is Bandwagon Ads and Why They Still Work in 2025
A bandwagon ad uses the “everyone is doing it, so you should too” approach. This type of ad makes it seem like everyone else is already doing something with a product or service.
If you are not doing things like them, then you’re behind.
It’s not manipulation, but psychology. Humans have an innate desire for social validation. Being part of a group feels like belonging.
In an FOMO world, this tactic appeals to people’s emotions, not logic. That’s why the feeling of FOMO is real, and this is especially true online.
With constantly scrolling social media, we’re constantly exposed to trends we weren’t part of.
For instance, we can see some close examples of bandwagon ads if we look closely. This is what brands in Malaysia are counting on:
Tealive’s “Most Loved Drinks” campaign promoted best-selling drinks based on actual customer votes.
MR.DIY showcases “Best-Sellers of the Month” at the entrance of most stores.
Both are subtle bandwagon cues, and they work.
How Brands Use It Without Seeming Gimmicky
The key is to show and not tell. Let people see the crowd. Numbers, testimonials, waitlists, and sold-out indicators. These do all the talking.
Employ real names and faces. Showcasing actual users (not necessarily influencers) creates emotional trust.
Make exclusivity out of inclusion. Example: “Be one of 25,000 Malaysians already doing XYZ.” It’s not about the product; it’s about being part of something.
Bandwagon Ideas for Your Brand
- Think about your existing buyers. Highlight milestones like “10,000 sold,” “Most reviewed,” or “This item is trending.”
- Make customers’ comments visual. Place a comment overlay on your Instagram carousel or TikTok.
- If you are running an ad, try testing the line “Join [X number] who are already doing this.”
Bandwagon advertising works. It is not by forcing individuals, but by reminding us we’re not alone in making a choice. When done in good faith and openness, it builds momentum and confidence.
And in 2025, confidence is the one metric you can’t fake.
Want to make bandwagon ads that work? We are experts.
