What is social proof in marketing?

By Tamara-Leigh Sutton

Ever wondered why we check reviews before buying something new or why a crowded restaurant feels more appealing? That’s social proof at work. In marketing, social proof is all about showing that other people trust and value your product or service. When potential customers see that others are buying, recommending, and loving what you offer, it builds confidence and makes them more likely to choose you. It’s not just about credibility, it’s about turning browsers into buyers and giving your brand an edge in a competitive market.

Why is social proof so important? 

Let’s be honest: in a world filled with options and advertising noise, social proof serves as a shortcut for making decisions, especially for prospective buyers. People are more likely to trust your brand and buy from you if they hear good things from others. This reassurance can be the push they need to go from hesitation to becoming a customer.

Beyond building trust, social proof also helps reduce perceived risk. Think of it as reassurance from real people. Every purchase comes with uncertainty, but reviews, testimonials, and other forms of feedback reduce the natural hesitation people feel before buying a product. If others have had a positive experience, new customers are more likely to believe they will too.

People naturally follow trends. If a product is in demand, selling out, or trending on socials, it triggers FOMO (fear of missing out). This creates urgency since people want to be involved with what’s popular. Ultimately, this can drive people to act quickly and increase sales.

Not only does social proof influence people, but it also helps your SEO. Google values brands that are trustworthy and active. So,  reviews, ratings, and user-generated content can really boost your rankings and get you more visibility on search engines. Essentially, social proof isn't just about influencing people; it also helps you rank better too! 

How do you build social proof? 

Social proof plays a crucial role in shaping customer perceptions and influencing purchasing decisions in all kinds of ways, and some of the best social proof examples are the ones we see every day. Think about customer reviews and ratings, they’re often the first thing people check before making a purchase. Third-party platforms like Google, TripAdvisor, and Feefo offer quick, honest feedback from real users. These reviews provide authentic insights and help build trust from the very first impression.

Testimonials

Then there are testimonials, usually direct quotes from happy customers featured on websites or in ads. They’re curated, but still personal, and help reassure potential buyers that they’re making a good choice.

UGC

User-generated content (UGC) is also highly effective. Photos, videos, or social media posts from actual customers using your product in real-life situations all help with the purchase decision. UGC feels more genuine and relatable, giving others a clearer picture of what to expect and visual proof that your brand delivers on its promises.

Awards and certifications

Trust badges, awards, and certifications such as SSL, ISO accreditations, or “As seen on” mentions also serve as social proof. When customers see that a brand is recognised or verified by reputable sources, this helps ease doubts and boost confidence in your business as a credible and safe place to buy from.

Case studies

Case studies provide detailed narratives of how your product helped solve a real problem and delivered measurable results. These examples of social proof are particularly useful in B2B industries. 

Endorsements

And lastly, endorsements from respected professionals or industry figures can carry significant weight. When someone with authority backs your product, it adds credibility and can sway those who are still on the fence.

While gathering social proof clearly has its benefits, it can be difficult to know where to start when it comes to collecting it. Many organisations also struggle to find the time to dedicate to the process. When it comes to creating tailored marketing strategies for our clients, we leave no stone unturned. They include often overlooked elements such as social proof. These strategies are devised and acted upon by our expert team, leaving you free to focus on the parts of your business that matter the most.