Proven Ways to Use Social Proof Effectively: From Reviews to Influencers

To buy, or not to buy… It’s the million-dollar question we ask ourselves, possibly once or thrice per day. Who can help it when you have pocket-sized shopping malls in our hands most of the day?

Unlike an actual shopping mall, we don’t always have our friends around to help us pick out an outfit, lipstick color, or pair of earrings. 

The next best thing is to use social proof from others we trust, such as social media influencers and our digital friends (we never met IRL). 

If you’re a brand looking to increase your visibility and product or service sales, you should invest in social proof. 

Let’s explore why. 

What is Social Proof (and Why Does It Work So Well?)

Social proof is a direct or indirect review of a product or service from a current or past customer. It can be a testimonial, online review, conversation with a pal, or social media post.

The idea is that social proof helps shoppers make purchasing decisions while also helping brands to build trust with buyers.

But how does it work?

Psychologist Robert Cialdini coined the term in his 1984 book, Influence. Cialdini argued that we view a behavior as more correct when we see others doing it.

In other words, people will follow others' actions to make the right choices. This happens when we're unsure about what to do and assume that surrounding people (experts, celebrities, friends, etc.) have more knowledge about what's correct.

As a result, we imitate their behavior, believing it must be the right thing if others are doing it. Social proof is a powerful psychological phenomenon that influences our everyday decisions, from what products we buy to what content we consume online.

For businesses, the impact of social proof is clear:

• Websites displaying reviews see an increase in conversion rates
• 83% of people say recommendations from friends and family make them more likely to purchase
• 77% of consumers say testimonial videos have helped convince them to buy

Why social proof works (Hint: It's all about conformity)

A famous 1951 experiment by Solomon Asch showed the power of conformity, which relates to how social proof works. Participants were asked to match line lengths but were surrounded by actors giving intentionally false answers.

Shockingly, 75% of participants conformed and gave the wrong answer at least once. 

Talk about peer pressure.

This study shows how individuals adjust their beliefs, attitudes, and behaviors to align with those of a group or the prevailing social norms.

Conformity occurs for several reasons:

1. Social pressure: Individuals conform to avoid standing out or facing ridicule from the group. The fear of rejection or social disapproval can lead people to go along with the majority, even if they know it's wrong.
   
2. Normative influence: Occurs when individuals conform to fit in and be accepted by the group. People may conform to avoid feeling isolated or different from others.
   
3. Informational influence: Happens when individuals look to the group for guidance in uncertain situations. People may conform because they believe the group has more knowledge or expertise, leading them to doubt their judgment.

So, how can you harness this psychological phenomenon for your marketing?

That's what we'll get into next. 

How to Use Social Proof to Increase Conversions

Capturing social proof allows businesses to show prospects peers and people they trust are already happily using your product or service. This creates a powerful FOMO effect — the fear of missing out.

Some effective ways to leverage social proof:

1. Showcase glowing customer reviews and testimonials prominently
2. Partner with influencers for authentic endorsements
3. Highlight your impressive customer/follower counts
4. Display trust badges like awards and certifications
5. Create case studies showing real customer success stories

The more you show you're popular and well-loved, the more new customers will hop on the bandwagon. But always make your social proof authentic — today's savvy consumers can smell fake or paid reviews from a mile away.

Let's review the top options for showing, not telling why you're the "it" brand.

Customer reviews and testimonials

You're browsing a company's website, trying to decide if their product is worth your hard-earned cash. You scroll down and see a section with glowing reviews from happy customers raving about their amazing experience.

Suddenly, you're feeling more confident about whipping out that credit card. These little nuggets of social proof can take your business from "meh" to "must-have" in the eyes of potential customers.

Why are reviews and testimonials so darn effective?

It all comes down to trust. People are likelier to believe a fellow consumer's word than a faceless corporation's slick promises. In fact, 50% of consumers trust online reviews as much as recommendations from friends and family.

Real-life examples of your product or service in action are incredibly persuasive.

Source: basecamp.com

Then it also has a page dedicated to raving customer reviews:

And another one that shows what customers had to say before they started using basecamp:

These stories show how its software transformed businesses of all sizes and industries, making the benefits feel concrete and attainable.

So, how can you use reviews and testimonials for your business?

Here are a few tips:

1. Make it easy for customers to leave reviews by sending follow-up emails or providing links to review sites.
2. Feature testimonials prominently on your website and social media channels. Bonus points for including photos or videos for added authenticity.
3. Contact your best customers and ask if they'd be willing to provide a more in-depth case study or testimonial.
4. Respond to all positive and negative reviews to show you value your customers' feedback.

The key is to let your happy customers do the talking. Their authentic, unbiased praise is far more influential than anything you could say about yourself.

User-generated content (UGC)

You're scrolling through Instagram and see a post from your favorite brand featuring a customer rockin’ their latest product. The caption raves about how much they love it, and suddenly, you're itching to get your hands on it, too.

This authentic, customer-created content helps brands build trust, drive engagement, and boost sales.

It's any form of content — photos, videos, reviews, testimonials, you name it — created by customers and shared online. It's the modern-day word of mouth, and it's incredibly powerful:

• 60% of consumers rely on UGC to research products before buying
• 77% of shoppers trust authentic, real-life visuals from customers
• 53% of consumers say that UGC photos and videos are so influential that they can make or break the brand’s chance of making a sale 

User-generated content works because it's authentic. Consumers are bombarded with slick, polished marketing messages, UGC feels refreshingly and relatable. It's created by real people, not faceless corporations, which makes it inherently more trustworthy.

Those creating UGC also have the potential to turn customers into brand advocates. When a happy customer shares their love for your product, they're giving you a glowing endorsement to their entire network. This can spark engagement and loyalty, as their friends and followers are inspired to check out your brand too.

Real-world examples of UGC in action are everywhere. 

Take Aerie, American Eagle, which has a solid customer base that consistently posts shopping hauls and try-on sessions on their accounts. 

Here’s a look at some of the UGC videos and posts from across the ‘Gram using #Aerie:

So how do you add UGC to promote your products?

Here are a few tips:

1. Encourage customers to share their experiences by creating a branded hashtag and promoting it across your channels.
2. Showcase UGC prominently on your website and social media, with clear permission from the original creator.
3. Incentivize customers to create content by running contests or offering rewards for the best submissions.
4. Engage with UGC by liking, commenting, and sharing to show your appreciation and build relationships with your community.

The key is to make UGC a central part of your marketing strategy, not just an afterthought. By actively seeking out and celebrating the authentic voices of your customers, you'll build a stronger, more engaged community around your brand.

So go forth and embrace the power of UGC — your customers (and your bottom line) will thank you.

Influencer partnerships and endorsements

Your favorite influencer is raving about a new skincare product on TikTok. They show off their glowing, flawless skin and swear by the results. Suddenly, you find yourself adding that product to your cart faster than you can say, "Influencer made me do it."

When we see someone we admire and trust endorsing a product, it's like a big neon sign saying, "This is legit; you need this in your life."

Influencers build loyal followings who view them as relatable, trustworthy, and genuine. So when they recommend a product, their audience is likelier to take their word for it and buy.

The impact of influencer social proof is undeniable, that’s why 75.5% of marketers' influencer budgets either increased or remained unchanged in 2023 and will continue to grow throughout 2024 for 60% of marketers. 

Here’s a look at what makes this investment worth it:

• For 35% of marketers, influencer content outperforms brand-created content
• 33% of Gen Z has purchased a product in the last 3 months solely based on an influencer's recommendation

And here’s an example from Ilmakiage’s Instagram feed showing influencer, @anjasarea, using their product during a morning commute:

Thousands of likes, and a flood of comments — some asking questions that the brand can take advantage of to share more info about its product. 

To use influencer social proof to grow visibility for your brand:

1. Partner with influencers who authentically align with and love your brand
2. Encourage influencers to share genuine, relatable stories and experiences
3. Amplify influencer content across your channels for maximum reach
4. Repurpose influencer assets like reviews and testimonials in your marketing

The key is finding influencers who naturally fit and can speak authentically about your brand. Forced or inauthentic endorsements will be sniffed out by savvy audiences and could backfire.

Crowd social proof

You're browsing a product page, deciding whether to take the plunge and hit that "add to cart" button. Suddenly, you notice a little badge that says "Over 10,000 happy customers!" or "4.8 stars from 500+ reviews." Boom - instant confidence boost. If that many people love it, it must be good, right?

This type of social proof leverages the power of numbers to show that a whole bunch of people are already on board with your brand. It's like having a virtual crowd of cheerleaders shouting, "This is awesome; you need it!”

While a single glowing review or testimonial can be powerful (that's regular social proof), there's something extra compelling about seeing strength in numbers. Crowd social proof taps into our deep psychological desire to belong and conform. When we see that a large group is doing something, our brains interpret that as a signal that it's the right thing to do.

The impact of crowd social proof is backed by hard data:

• Three out of four shoppers (74%) rely on ratings and reviews as a primary source of information when considering products they haven't bought before.
• The vast majority of consumers (90%) consider reviews when deciding whether to make a purchase.
• In 2023, ratings and reviews continue to be the single most influential factor in purchasing decisions, with 93% of shoppers saying this content sways their choice to buy a product.
• Virtually all online shoppers (99.75%) consult reviews at least occasionally, while a staggering 91% do so consistently (always or regularly).
• An overwhelming 98% of shoppers consider reviews to be a crucial resource in their purchase decision-making process.
• If a product lacks reviews, nearly half of consumers (45%) will refrain from purchasing it.

Crowd social proof can take many forms, like:

• Showcasing your total number of customers or users
• Displaying aggregate star ratings or review scores
• Highlighting the number of reviews, testimonials, or case studies you have
• Showing impressive social media follower or subscriber counts
• Featuring "popular" or "bestselling" product badges

For example, Slack prominently displays its impressive user numbers on its homepage, proclaiming "Trusted by companies of all sizes" alongside logos of well-known brands. 

Source: slack.com

Plus, it shows off what its customers think about its app and the percentage of them that agree:

This combination of crowd and expert social proof immediately builds trust and credibility.

To make the most of crowd social proof:

1. Prominently display your numbers on key pages like your homepage, product pages, and pricing page.
2. Use eye-catching visuals like badges, counters, and progress bars to highlight your proof points.
3. Keep your numbers up to date to maintain credibility — stale or outdated stats makes you less trustworthy.
4. Combine crowd-proof with other types of social proof for a one-two punch. A testimonial plus a "500+ happy customers" badge is more impressive.

The key is to make your crowd social proof highly visible and easy to understand. You want visitors to immediately see and process those big, remarkable numbers without digging for them.

Don't be shy about tooting your own horn and showing off your brand's popularity. Those numbers are more than just vanity metrics — they're strong trust and credibility signals that have a real impact on your bottom line.

Wisdom of friends

You're scrolling through your social media feed and notice that several of your friends have liked or followed a particular brand. Suddenly, that brand has your attention. If your friends are into it, it must be pretty cool, right?

This “newer” concept uses the influence of your personal network to shape your opinions and behaviors. We’re more likely to trust and follow the lead of people we know, like our friends and family. When we see our friends give a stamp of approval to a brand by following it, engaging with its content, or making a purchase, it sends signals that the brand is worth checking out.

The impact of this type of social proof is backed by research:

• 59% of consumers say recommendations from family and friends can make or break a sale
• 73% of consumers consider family and friend recommendations when making a purchase
• 60% of consumers learn about new (or new to them) products from friends and family

Brands are taking notice of this trend and finding clever ways to leverage the "wisdom of friends":

• Spotify's "Friends Mix" shows auto-generated playlists from what your friends are listening to (for iOS and desktop users)
• Venmo's social feed shows your friends' payment activity (with their permission)
• Facebook shows you which of your friends have liked or interacted with a brand's page or ads
• Eventbrite shows which of your friends are attending the same event, so you don’t miss out

The brilliance of this approach is that it taps into our innate desire to fit in and be part of our "tribe." When we see our friends engaging with a brand or its products, FOMO kicks in and we feel compelled to check it out for ourselves. 

So how can businesses use the "wisdom of friends" as social proof? Here are a few ideas:

1. Encourage your customers to follow you on social media and engage with your content
2. Incentivize referrals and word-of-mouth marketing with rewards or exclusive perks
3. Showcase user-generated content that features your customers' friends and networks
4. Partner with micro-influencers who have tight-knit, engaged followings

The key is to make your brand feel like a natural, organic part of your customers' social circles. When their friends are talking about you, engaging with you, and buying from you, it creates a ripple effect that can drive serious results.

Certifications, awards, and 3rd party validation

You're a health-conscious consumer considering two similar products — one proudly displays a "USDA Organic" seal while the other claims to be "all-natural" without any official backing. Which are you more likely to trust? If you're like most shoppers, that shiny third-party certification is going to tip the scales.

These badges of honor from respected outside sources act as a powerful trust signal, showing your brand has been vetted and vouched for by credible experts. They tap into our deep-rooted psychological need for reassurance and risk reduction. 

When an unbiased third party gives your brand their stamp of approval, it eases the concerns of skeptical buyers and validates their decision to choose you.

Plus, certifications and awards lend an air of prestige and authority to your brand. They position you as a leader in your industry, standing out from the pack of competitors who lack those same credentials. And in a crowded marketplace, that perceived superiority can make all the difference.

According to a report showing the impact of third-party certifications shows people are swayed by them, if it’s from a trusted source (and that it’s for a matter that concerns them). 

Let’s take for example environmentally-conscious customers looking for sustainable products:

• A GreenPrint survey found that in the United States, nearly two-thirds (64%) of consumers are willing to spend more money on products that are environmentally sustainable.
• However, the research also uncovered a significant challenge: almost three-quarters (74%) of respondents admitted they lacked the knowledge to distinguish between products that are more sustainable and those that are not.
• This presents a unique opportunity for businesses, as more than three in four (78%) consumers indicated they would be more inclined to buy a product if it featured clear labeling identifying it as eco-friendly.

Here’s an example from Knockaround, an apparel and accessories brand, that sells sports gear certified by the NFL:

Source: knockaround.com

So, how can you use certificates and badges for your products and services?

Here are a few ideas:

1. Pursue relevant industry certifications and display them prominently on your website and marketing materials. For example, a skincare brand could seek Leaping Bunny certification to highlight its cruelty-free status.
2. Apply for awards and recognition programs in your niche, then showcase your wins in your marketing. A software company could submit its product for a "Best of" award from a trusted review site.
3. Partner with respected third-party testing or review organizations to validate your product's claims or performance. A food brand could work with a lab to certify its products as non-GMO.
4. Don't be shy about sharing your hard-earned credentials far and wide. Feature them in your social media bios, email signatures, product packaging, and more.

The key is to seek out certifications, awards, and validations that are truly meaningful to your target audience. An obscure vanity award won't move the needle, but a seal of approval from an organization your customers know and trust can work wonders.

Your Brand is the Best — But Show It, Don’t Tell It

Ask any brand and it’ll tell you that it has the best product or service in the industry. And because of this, consumers don’t know who to trust. So we turn to our trusted internet pals, close friends, and family to help us decide. 

Brands that are gathering and displaying social proof across their websites, social accounts, and ads are doing everything right. 

If you’re not already on the social proof train, it’s not too late to join the party. Use the above tips and check out the following guides to help you along:

• 13 Best Social Proof Software Tools to Boost Business in 2024
• 36 Social Proof Statistics that Will Boost Your Brand
• The State of Influencer Marketing 2024: Benchmark Report 

About the Author

Saphia Lanier

Writer

Saphia Lanier combines her talents as a marketer, journalist, and strategist to create impactful content for B2B SaaS brands. With 15 years of experience in digital marketing and writing for magazines and newspapers, she specializes in developing long-form content that educates, entertains, and prompts action. Saphia partners with leading brands in MarTech, eCommerce, Fintech, HR Tech, AI & ML, and has worked with notable names like HubSpot, Zapier, and Shopify.