Do you know where the happiest place on earth is? It’s Disneyland. In 2023, it was the most visited theme park on earth, too, with 17.72 million visitors.
Visitors happily wait up to 50 minutes when they get there just to get on a ride. The crowds don’t keep you away though, do they? In fact, they have the opposite effect.
Same goes for a restaurant. You peer into an empty one and quickly conclude the food must suck. The one next door has a waiting list and crowds of people out front anxiously waiting to be summoned by their little buzzer. It must be the tastier of the two, right?
Psychologists, sociologists, and digital marketers call this powerful dynamic “social proof.” Most of us less scientific folks don’t call it anything. We simply choose to follow the crowd.
The best thing about social proof? It’s not just for the likes of Disneyland. Businesses can use it to drive conversions and increase revenue, and that’s what I’m talking about today.
Key Takeaways
- Social proof builds trust by showing potential customers that others have had positive experiences with your brand, making them more likely to choose your product or service.
- Social proof leverages the psychological principle that people tend to follow the actions of others, especially in uncertain situations.
- Positive reviews, testimonials, and user-generated content are powerful types of social proof serve as powerful endorsements that can significantly influence buying decisions.
- Showcasing social proof on your website and marketing materials can increase conversions by reducing perceived risk and enhancing customer confidence.
- Incorporating social proof into your marketing strategy can differentiate your brand from a crowded market, making your offerings more attractive to potential customers.
Table of Contents
- Key Takeaways
- What Is Social Proof?
- Why Is Social Proof Important?
- Effective Types of Social Proof
- FAQs
- Conclusion
What Is Social Proof?
Social proof is a psychological principle that suggests people adapt their behavior to how others act.
We often take our social cues from others. We do this when we’re not sure what to do and say, and the same goes for shopping online.
What’s the first thing you do when you are thinking about buying something? Probably check the online reviews. You might even go on social media to see if others are raving about it. Online reviews, social platforms, and media coverage are all public endorsements.
If we click through to a product website and see accreditation badges and positive press, that’s yet more social proof that gives us the confidence to hit the buy button.
Why Is Social Proof Important?
Social proof is vital because it helps build trust and loyalty, which in turn can boost sales.
- Fifty-nine percent of customers say they’re more likely to buy from a brand they trust. Plus, 67 percent stick with trusted brands and recommend them.
- Thirty-four percent of buyers look at reviews before buying. According to Statista, reviews are the second most popular way of finding information, just behind search engines at 54 percent.
The best part for businesses? Customers spend up to 31 percent more when a business has excellent reviews.
Social proof aids your credibility and gives customers confidence. It makes them more likely to push through their doubts and buy from you.
Effective Types of Social Proof
There are several types of social proof you can use to promote your business and build trust. In the next section, I’ll take you through social proofing tactics and explain how to use them effectively in your marketing.
1. Customer Reviews and Testimonials
The power of testimonials lies in their objectivity. This means someone outside of the brand does the talking, so in theory, the credibility is higher. Here’s an example from Florida-based personal injury lawyers Anidjar & Levine
If your company collects this type of social proof, sprinkle them throughout your website on the pages you know get the most traffic.
You can also include testimonials on the pages where you offer e-book downloads and subscriber-only access. Ideally, you’ll include real attributions and photos when possible. Double bonus points for video testimonials.
Like testimonials, customer reviews can be immensely powerful as social proof. When’s the last time you made a meaningful purchase on Amazon or any website without glancing at the reviews?
Here’s how Sephora incorporates social proofing in their product pages:
2. Influencer Endorsements
These days, one of the most popular ways to gain visibility for your product or service is by teaming up with influencers. They often have a niche audience, and if you find the right one, you can get your brand in front of fresh prospects and increase sales. For example, Tripadvisor partners with travel influencers and reposts influencer content on their own profile.
Many companies work with influencers on social media platforms like Instagram or TikTok, but a high-profile mention in the media will give you a huge boost, too.
For small businesses, don’t underestimate the power of working with a micro-influencer. They can be just as effective for building social proof.
Begin reaching out to influencers with a short outreach email and highlight any mentions in your newsletters, social media feed, press releases, and round-up posts.
3. Awards and Recognition
This type of social proof has different names: badges, seals, certifications, etc. Call them what you will, but you’ll recognize this popular approach to establishing credibility, which is usually as simple as displaying meaningful icons.
For instance, NP Digital adds recent awards, the logos of brands it has worked with, and customer testimonials to its website pages.
As you’ll notice from the examples, there is more than enough to give visitors the confidence they need to make a decision.
4. Media Logos
“As seen in” media logos provide some awesome social proof examples you can use in your marketing. Manufacturers often cite or show the news media that have featured, reviewed, or mentioned their products. Emerging entertainers do the same.
Writers, photographers, and all types of artists look for opportunities to show you the coverage they’ve earned from the media.
Take a look at Huel’s example. Their Daily Greens powder is featured in many reputable publications, so they proudly display logos of publishers you’re bound to recognize:
5. Subscriber Count
I recommend highlighting social proof when asking for a subscription or opt-in. Take your email list, for example.
Your call to action might mention joining is free and easy. You could increase your persuasiveness by mentioning the benefits of subscribing or including your subscriber count as social proof. If you have a sizable subscriber list, don’t miss the opportunity to tell people about it, like this example from Bizarro Devs:
6. User-Generated Content (UGC)
Popular forms of user-generated content include videos, images, comments, mentions, and reviews.
These are all valid social proof examples, and content from happy customers feels far more genuine than traditional brand marketing. If you get your customer’s permission, you can repurpose this content into your other marketing channels, like your website.
Only Natural Pet is a great example of using user-generated video content featuring happy pets enjoying their products:
While user-generated content can happen organically, you may want to give your buyers a nudge to submit UGC. Try launching a contest or offering a small incentive, like a discount, for anyone posting about your brand.
7. Case Studies
Case studies give you credibility and show the difference your product or service has made to past customers. They’re solid social proof examples that show potential customers the benefits they can get from your offer.
Look at the case studies from Salesforce for inspiration:
Each case study showcases noteworthy brands and use cases for Salesforce products. The brand does a great job of developing multiple case studies that act as social proof for companies of different sizes and in different industries.
To get the most from your case studies, have a dedicated space on your website, share them on social media, repurpose them as email marketing content, and use impressive stats for infographics.
For more best practices, read my piece on creating effective case studies or follow Semrush’s template.
8. Integrations
This social proofing tactic involves partnering with another business to integrate your product. When you team up, customers get to access extra features, and a partnership with a big-name brand gives you further credibility.
You also get combined expertise, better brand recognition, and a new audience to connect with, and you don’t need to stop at one integration.
Take Zapier, for example. They integrate Google Sheets, HubSpot, and SalesForce, among others.
Working with another business gives you something exciting to talk about. Be sure to share your news on social media platforms, newsletters, press releases, etc.
If you’re considering an integration or co-branding, read this piece from LinkedIn to help shape your strategy.
9. Customer Appreciation
If you’ve been in the selling game long enough, chances are some of your customers are already doing the promotional part for you.
A positive mention on X or a TikTok video raving about your business acts as some serious social proof.
When you find positive feedback online, don’t let it sit there unanswered. According to research from Sprout Social, 51 percent of consumers say the most memorable brands on social media respond to comments. Just replying is an easy way to promote your brand without trying too hard to sell.
Here’s an example from Starbucks:
If you want to make this part easier, consider using social listening tools. They’ll help you catch those positive comments to showcase as social proof.
FAQs
What is social proof?
Social proof is a psychological concept that suggests that people adapt their behavior to what others do and say. For example, we’ll buy a product online because it has numerous positive reviews and sounds like great value.
What is a social proof example?
One example of social proof is when you visit a website and see something like “Debbie C. from MInnesota just brough this product.” Or “30+ digital marketers signed up today,” like in this example from A Cup of Zen.
Or maybe you see a lot of people queuing for a new nightclub, you might start thinking that’s the hot new place to be and want to join them.
How do you use social proof in marketing?
Social proof in marketing is when you use customer reviews, testimonials, videos, or user-generated content like social media photos or comments in your marketing efforts. Before you repurpose any social proof, make sure you get the customer’s permission.
Conclusion
We’ll often look at how others act if we’re unsure what to do. We might do it offline, like when we’re in a fancy new restaurant, and we do it just as often online when making a buying decision.
When deciding whether to buy, the first thing most people do is look for reviews. The more people buy something, and the more positive feedback a product or service has, the more likely we are to join them.
And that’s social proof. As this article explains, it’s essential to winning customers over, gaining customer trust and increasing conversions, so what are you waiting for? Start working on your social proofing today!
See How My Agency Can Drive More Traffic to Your Website
- SEO - unlock more SEO traffic. See real results.
- Content Marketing - our team creates epic content that will get shared, get links, and attract traffic.
- Paid Media - effective paid strategies with clear ROI.
Are You Using Google Ads? Try Our FREE Ads Grader!
Stop wasting money and unlock the hidden potential of your advertising.
- Discover the power of intentional advertising.
- Reach your ideal target audience.
- Maximize ad spend efficiency.
