Consider a restaurant filled with happy customers, a nightclub with a line out the door, and a viral video with millions of views. What do they all have in common? 

They're living examples of social proof. Human beings are tribal by nature — we take cues from those around us to guide our actions, decisions, and purchases. Hence why the restaurant, nightclub, and video gain more popularity due to the fact that they are well-liked by society.

Social proof is a psychological and social phenomenon in which people conform to the behavior of others, assuming that their actions are reflective of correct behavior. Marketers use social proof as a form of conversion rate optimization to ease the minds of hesitant customers.

As trustworthiness in advertisements is declining, social proof is on the rise — it’s why influencer marketing has become mainstream and peer-to-peer marketing has largely grown in the past few years.

Forms of Social Proof

Social proof can manifest itself through many forms. From reviews to social likes, from “trusted brand” badges to verified checkmarks, here are the the types of social proof that can convert online browsing activity into actual sales.

• User Testimonials

There’s a reason businesses present case studies on their websites — they act as a vote of confidence in the product's value. Showcasing real feedback from satisfied customers is a tried-and-true method for conveying that your brand delivers on its promises. This content can take the form of a quote, full-blown case study, video, or even a review on a third-party website. You can strategically sprinkle testimonial evidence throughout your website pages, social media content, and your other marketing channels.

In Action: In a section called “Gear Reviews,” REI uses their blog to highlight stories from actual customers that have used their gear. Readers can vote and comment on the posts, which makes it a great way to build community.

• Earned Media

Businesses can present earned media in a variety of ways. The “as seen in'' media showcase is a classic example of social proof. In addition, manufacturers often display the logos of media companies that have featured, reviewed, or mentioned their products. This earned media is a great way to build brand awareness and backlinks to your website.

In Action: In the Buzz section of its website, Fitbit pulls quotes and logos from companies, including Yahoo! Finance, Men’s Health, and USA Today, who have appraised its products.

• Wisdom of the Crowd

This phenomenon is based on the assumption that the more people that like something, the better it must be.

It relates closely to the concept of FOMO — the fear of missing out — which describes the anxiety people experience when they’re missing out on the latest piece of tech, the hottest trend, or the newest game. With the right social proof, you can encourage users to buy your product by creating a sense of FOMO.

In Action: Ever notice the “Trending Now” row on the Netflix dashboard? This clever use of social proof draws users to shows and movies that are popular among others — which in turn, keeps them on Netflix longer.

• User-Generated Content

Some companies thrive off of UGC — like GoPro, who solely posts user content to their Instagram. Not only is it a great way to recognize your customers, but it also allows you to outsource stellar photography and videography without producing the work yourself. Their branded hashtag “#gopro” is a worldwide aggregator of vibrant, experiential photography leveraged for running sweepstakes promoting UGC, and encouraging users to tag their content in hopes of a regram on the brands official social account.

In Action: Online furniture store Wayfair often reposts user photos with their branded hashtag, #WayfairAtHome, which shows their consumers’ home setups. These Instagram posts include a link to their store so users can shop for similar products online.

• Business Credentials

Impressive statistics sell for one reason in particular: they can’t lie. 

You might have noticed that some companies simply state the quantity of trusted members they have. Similarly, businesses can state quantities of active users, signups, or members, or even how many sales they’ve made.

In Action: Hootsuite boasts its enormous user base as a major selling point to garner signups, stating that it’s “trusted by 18+ million users in 175+ countries for managing social media.”

• Consumer Reviews 

Reviews act much like user testimonials —  they speak for active users of a product. Not to mention, 88% of consumers trust user reviews as much as personal recommendations. Unlike prospects and consumers themselves, reviewers have experienced the product or service. The sentiment of your reviews can help potential customers decide if your brand is worth the buy. 

In Action: To make their review section more eye-catching, Amazon publishes the breakdown of different ratings so visitors can easily see if the sentiment skews more positively or negatively. They even denote the “top positive review,” which is the review that most users found helpful.

How have you been using social proof in marketing?

Consumers are sharp and naturally distrustful of brands, so leveraging social proof in your marketing will help you win over hesitant consumers. As social beings, we are wired to learn from actions of others — which makes social proof a huge driver of consumer behavior. 

Well, what are you waiting for? Start weaving these types of social proof into your marketing channels, and you can start turning prospects into loyal consumers.