Humans are social creatures. Before we make a decision, purchase an item or sign up to a service, we naturally look to what others are doing. If we see an expert using the product, a celebrity endorsing it or indeed a long line of people showing their enthusiasm for it, we’re more likely to purchase the product. Psychologists call this social proof. 

Understanding how social proof works is one of the best ways to boost the effectiveness of your marketing campaigns. In the online world, you might not be able to show potential customers a long line of people waiting to buy your products. But there are other ways to tap into social proof psychology. Below, we’ll walk you through some of the most effective social proof strategies we use for our clients. But first, some basics.

What is social proof?

Social proof was popularised in the 80s by psychologist Robert Cialdini. He explained that when humans don’t know how to behave in a certain situation, we look at what others are doing and saying. In other words, it’s natural to take our cues from what everyone else is doing around us.

In the world of marketing, it’s the same. We check out what others are doing and saying about a product before we buy it. We ask our friends and family for their recommendations. We look to the industry giants to see what products and systems they rely on. We factor in how many people have good things to say about a brand before we decide to trust them ourselves.

How important is social proof in marketing?

Marketing experts across the board recognise the power of social proof. Whether they specialise in Google Ads, SEO, web design or copywriting, they’re going to tell you social proof matters. If you want to convince people to buy your product or sign up to your services, you’ve got to show that others are doing the same. And loving it.

Need more proof? Take a gander at these stats:

• 81% of consumers trust advice from friends and family more than advice from businesses (source: HubSpot)
• 97% of consumers wouldn’t consider using a business with an average star rating of two stars or lower (source: BrightLocal)
• 93% of potential buyers read reviews before making a purchase decision (source: Finances Online)
• 87% of shoppers believe that social media helps them make shopping decisions (source: Smart Insights)

7 Ways to make more sales with social proof

Start putting social proof to good use with these strategies:

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