What is social proof?
Social proof is a psychological phenomenon, also known as informational social influence, in which people are encouraged to copy, or attempt to copy, the actions or behaviors of others in particular situations.
While social proof is applicable in many areas of human behavior, it’s commonly used in marketing to describe the actions that consumers take when purchasing goods or services after looking at reviews or other recommendations. Businesses typically use product review software to collect and repurpose this feedback for campaigns.
Social proof means that people are persuaded to adapt their own behavior and make what they think is the correct decision based on the actions of others in their sphere of influence. But influence doesn’t only come from those that people know personally.
Celebrity endorsements or reviews of strangers can be just as impactful. That’s why social proof has often been described as the “bandwagon effect.” Leads and conversion typically increase as the popularity of a product or service grows.
Types of social proof
Evidence of social proof can be found in many different forms, both public and private.
- Customer testimonials and reviews. Previous or existing customers are some of the best promoters a brand could ask for. Extensive positive reviews or case studies about a business and its products are a vote of confidence from those with experience. Prospective customers often look for testimonials that call out the specific problem the product or service solved. If this matches their own experience, a sale is more likely.
- Expert endorsements. When someone well-respected within an industry supports a business, this social proof is often the final decider for many about whether or not to go ahead with a purchase.
- Celebrity or influencer endorsements. While paid advertising with influencers and celebrities is still valuable, the most effective social proof from this group is unpaid mentions. This puts the influencer or celebrity in the position of the customer themselves.
- Personal recommendations. Friends and family are the most trusted source of social proof offline. Suggestions can be unprompted or come as advice after a particular problem is mentioned.
- Certifications or awards. Social proof doesn’t always need to come from an individual. Awards given for specific products or to a company as a whole carry weight within their industries and act as an impartial third-party that consumers can trust.
Benefits of social proof
With hundreds of thousands of products on the market today, deciding which to spend money on is a big decision. That’s why social proof is so important, particularly in online shopping where customers can’t use most of their senses to interact with a product before buying it. Social proof is also important for:
- Building trust with customers. Studies have found that over 60% of U.S. online shoppers always read reviews before making a purchase decision. Prospective customers feel confident when a business they’re considering buying from has plenty of positive reviews.
- Demonstrating authority. With expert support, awards, or badges of prominent companies displayed on their website, businesses can solidify their position within their industry thanks to the endorsements of those who know best.
- Filling in the gaps of traditional advertising. There’s no doubt that marketing works, but customers know that a brand will always put its best foot forward with advertising campaigns. Combining marketing measures with extensive social proof means businesses stand out from their competitors and reassure interested customers that what their advertising says is true.
Best practices for gaining and using social proof
Businesses can’t always control what people say about them, but they can learn how to take advantage of the social proof that already exists by:
- Sharing customer testimonials and reviews in advertising. There’s nothing better than seeing a positive review come in for a product or service. Repurpose these on landing pages, email copy, and even advertising to highlight what people are saying about the brand.
- Working with influencers and brand ambassadors. Think of this group as an extension of the social media team. They could be a mix of experts or simply passionate users who create content specifically for a business to demonstrate their love and continued support.
- Developing a PR strategy and gaining earned media coverage. Media is often seen as an authority when it comes to social proof, especially industry-relevant publications. Getting positive coverage in these outlets opens up a brand to a wider audience.
- Encouraging customers to leave a review after purchase. Businesses should always be looking to gain additional social proof whenever possible. Make it as easy as possible for customers to leave a review, whether that’s a link to a Google Business Profile or a form they can fill out to give feedback after a purchase.
Gather and consolidate information about customer experience using targeted experience management software.
Holly Landis
Holly Landis is a freelance writer for G2. She also specializes in being a digital marketing consultant, focusing in on-page SEO, copy, and content writing. She works with SMEs and creative businesses that want to be more intentional with their digital strategies and grow organically on channels they own. As a Brit now living in the USA, you'll usually find her drinking copious amounts of tea in her cherished Anne Boleyn mug while watching endless reruns of Parks and Rec.
