Why People Love to Jump on Bandwagons (and How You Can Use That in Marketing)

Ever heard the phrase “jump on the bandwagon”?

Of course, you have. But have you ever wondered where it came from?

Let me introduce you to Dan Rice. 

Never heard of him? Don’t worry—you’re not alone!

So Dan Rice was a clown. Not just any clown—he was ‘THE’ clown of the 19th century.

He was so famous that words like “greatest show” and “one-horse show” became popular because of him. Everyone knew his name, and his traveling bandwagon (a big wagon with a band playing music) was a crowd favorite.

Now here’s where things get interesting.

At the peak of his fame, Dan Rice decided to support presidential candidate Zachary Taylor.

He didn’t just give speeches or hand out campaign flyers.

Oh no, he brought out his bandwagon.

Rice traveled the country, playing music and urging crowds to literally “jump on the bandwagon” to show their support.

The idea was simple but brilliant: when people saw others jumping aboard, they wanted to join in too.

Taylor’s campaign gained massive momentum—and soon, he was elected the 12th president of the United States.

This strategy didn’t stop with Taylor.

Politicians everywhere started copying Rice’s idea, using bandwagons to draw crowds and gain supporters.

The phrase “jump on the bandwagon” was born, and with it, the concept of the bandwagon effect—a phenomenon where people are influenced to join something simply because others are doing it.

What Is the Bandwagon Effect in Marketing?

What made Dan Rice’s bandwagon so effective?

It tapped into something fundamental about human behavior: we’re wired to belong.

People like to think they make their own decisions, but the truth is, we’re heavily influenced by what’s happening around us.

When we see others doing something—whether it’s buying a product, joining a movement, or wearing the latest fashion—it feels safe and right to follow along.

It’s comforting to be part of a crowd.

This is the bandwagon effect in action, and it’s one of the most powerful tools in marketing today.

Want to know how to use it to boost your sales? Here’s how.

1. Highlight What’s Already Popular

The easiest way to get someone to “jump on the bandwagon” is to show them how many others already have.

Use testimonials, reviews, and stats to prove your product’s success.

For example, McDonald’s famous “Billions Served” sign is a classic use of the bandwagon effect.

It tells people, “Look how many people enjoy our food. Don’t you want to try it too?”

2. Tie Into Trends and Big Moments

Whether it’s a holiday, cultural trend, or seasonal event, tapping into what’s already buzzing helps you ride the wave.

Think about how brands use Valentine’s Day for chocolate sales or summer for BBQ promotions—it’s all about timing.

By linking your product to what’s popular, you make it part of the conversation.

Dunkin’ Donuts, for example, launches special menu items inspired by pop culture or seasonal trends. It gets people excited to try the new offerings while they’re still available.

3. Tell a Story of Success

Much like Dan Rice’s story, people love to see momentum in action.

People love to see proof of what works.

Whether it’s an influencer they admire using your product or a happy customer sharing their experience, success stories inspire trust and action.

Influencers are modern-day bandwagon leaders.

When they rave about a product, their followers want to try it too. It’s why brands across industries invest in influencer partnerships.

4. Appeal to Emotions

The bandwagon effect works because it connects with something deeper: our need to belong.

Use messaging that tugs at emotions—whether it’s excitement, fear, or aspiration.

Brands like Airbnb market “unique or one-of-a-kind” stays, making people feel like trailblazers—even when millions are booking similar experiences.

Insurance ads play on “what if” fears, while lifestyle brands tap into the joy of achieving a dream. Both make people feel compelled to act.

5. Be the Anti-Bandwagon Brand

Here’s a twist: sometimes, the best way to create a bandwagon is to be the opposite.

Position your product as a choice for rebels or those who want to “stand out.”

It’s a clever way to attract people who pride themselves on being different (even if they’re secretly joining another trend).

Final Thoughts: Build Your Bandwagon

Dan Rice may have been the original bandwagon leader, but the principle he popularized remains just as relevant today.

The bandwagon effect works because it taps into something universal: people want to feel included, valued, and part of something exciting.

Whether you’re showcasing happy customers, riding a trend, or building buzz around your brand, the goal is the same—make people want to join in.

📚 Related Highlights

• More about Dan Rice

• The hidden psychology of the Bandwagon Effect

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