The bandwagon effect states that we choose to do something mainly because we see others doing it. It is a cognitive bias, i.e., a trick our mind unwittingly plays on us. In the case of the bandwagon effect, people are ready to ignore their own choices or needs in order to follow the crowd. This is an unconscious preference.
The bandwagon effect creates an impression in the mind that something is more valuable or desirable when in reality, it is only more popular. Have you ever noticed how testimonials are featured prominently on many websites or product descriptions? The same goes for fashion brands that use their customers’ photos as part of the images of a product. Both of these examples utilize the popularity of a product to hook a new customer.
Considering the evidence of all the other people who have used a service or bought a product, we are more likely to spend on the same thing. This tendency is the bandwagon effect in action, a helpful little trick for content marketers.