What does social proof mean?

What does social proof mean? 2 minutes read

What's social proof?

The term social proof was coined by author Robert Cialdini in his 1984 book Influence. This phenomenon is also known as informational social influence and is essentially based on the idea that people copy the actions of others to mimic behaviour in certain situations.

For example, when someone doesn't know how to behave in a social situation they may have never experienced before, they pick up cues from the people around them. When someone attends a gala for the first time, it's only natural for them to observe their surroundings to make sure they fit in and behave the way everyone would expect them to.

In marketing, the term social proof covers a similar idea: When people shop, they pay attention to reviews, recommendations, and how others have used a product before making their decision.

That's why online stores go to such lengths to get people to rate their products - a form of social proof that works wonders to increase the number of shoppers.

Social proof in marketing can come in the form of reviews, existing customers, media coverage, and more. Below, learn more about why social proof is so important and the different types of social proof your company should strive for.
Why is Social Proof so important?

Now that you know what social proof is, why do you need to include it in your marketing? Why is it a valuable part of your business strategy? 40% of consumers find new brands to follow online based on recommendations from friends and family. 91% of shoppers read online reviews before making a purchase. 82% of Americans ask for recommendations from friends and family before making a purchase.

In a few words, social proof gets your business more sales.

How to use social proof in marketing?

There are several ways to incorporate social proof into your marketing to introduce potential customers to your satisfied customers. Knowing that people were happy with your business and its products or services is one of the best marketing tricks.

1. Case studies

A good way to showcase satisfied customers is to write a case study about their experience with your company. Find one or more clients with whom you have had great success and ask them if they would be willing to participate in a case study and ask questions.

This usually involves detailed information about how you and the client have worked together successfully, so it is important that the client participates enthusiastically.

2. Testimonials and reviews

Your business may receive testimonials and reviews online, but have you ever thought of sharing them on social media? Reviews are the prime example of social proof. By posting ratings and reviews on your website and sharing them on social media, you can let your audience know what others think.

3. Existing customers and clients

If you work with well-known brands, posting this information is another great way to generate interest in your product or service. Of course, if big brands like Google like your business, that must mean you are doing a good job, right?


Last updated on: 30 May, 2022