Understanding Social Proof: The Psychology Behind It
It seems like social proof is a fascinating thing. Most people seem to think it’s all about popularity and numbers - like the biggest pile of testimonials or the most likes on a social post. People get this part of the story wrong because social proof is about so much more than that. It’s not just about numbers, it’s about psychology.
The real power of social proof is possibly in tapping into how our brains are wired to trust others’ opinions over our own - sometimes. Especially when making decisions online or in-person, we tend to find it easier to choose what other people are choosing because it seems like the safer option. It comes from ancient human evolutionary behaviour that helped us survive - you know, going with the flow instead of being kicked out and eaten by wolves or tigers.
A sort of ingrained survival mechanism that lingers on. I do feel like there can sort of be some confusion around this though because sometimes going against the grain also appears smart. Sometimes it makes people feel good to be unique or do something different than what everyone else seems to be doing. So social proof doesn’t always work as intended, especially when used in ways that make people uncomfortable - say for instance fake reviews.
For me, social proof comes down to trust, which comes down to transparency and authenticity in messaging from a brand or business. If those elements are missing or seem “off” somehow, people find it hard to trust them no matter how many followers they have on Instagram (or X). Sort of.
Types of Social Proof: Which Works Best?
I think a lot of brands fall for the idea that social proof is some kind of silver bullet. But it’s more like a set of subtle nudges, and what works can be elusive. You see a flood of testimonial screenshots, “Loved by 100,000+ customers” badges, and arbitrary star ratings.
The trouble is, they usually pick the wrong kind for the audience. It seems obvious to say, but different people have different needs, so why present them with the same kind of proof. Most brands either stick to one or two types they feel safe with or, worse still, lump in every type they can get their hands on. I’ve found that the best approach is an artful blend that caters to a range of audiences.
Some buyers are nearly always convinced by numbers: how many people have bought your product or service. Others trust brands that are known in their circle – either through influencers or recommendations by friends or family. And then there are those who look for expert endorsements and media coverage.
The thing to remember is that different types of social proof cater to people differently based on their mindset and stage in the buyer journey. Expert endorsements and awards build credibility for new brands trying to establish themselves, while customer reviews serve as social validation for an established brand’s claims. To make this work, you need to first understand your audience and what would convince them most - and then try different formats. There’s no magic formula for what works best, because it changes from industry to industry and business to business.
I think most brands try everything without playing around with how they present social proof—placement, frequency and channel—and land up frustrated because nothing sticks. The best way forward is to create a strategy that’s unique to your brand and audience. Build different types of content at every stage of the buyer journey so that there’s something for everyone.
Leveraging Customer Testimonials Effectively
There’s a common mistake people make with testimonials that I see nearly every day. They treat them like a tacked-on afterthought, shoving them all on a single dedicated page titled ‘Reviews’ or ‘What Our Customers Say’. Sure, it works to an extent, but if you’re looking to build trust with social proof in an authentic way, there are better methods.
It’s a bit like using the paper they wrap your fish and chips in as your dinner plate - it does the job, but there’s nothing memorable about it. The reality is testimonials are much more effective when they’re integrated throughout your website or brand. When you do this, you’re not just “promoting” yourself; you’re sharing the words of others who have already had positive interactions with you.
Placing testimonials on your homepage, at the top of product pages and subtly in emails makes your brand appear more believable and trustworthy. It seems like the kind of testimonial that converts visitors to customers is one that’s relatable. It’s got to be relevant, honest (not overhyped), reflect the experience of other customers and demonstrate results. More or less.
But before anyone goes wild asking for reviews from everyone they know, let me say this: getting testimonials isn’t as black-and-white as it appears to be. There are some complexities here. You want to ask every customer for a testimonial (or at least a rating), but not all customers will feel comfortable providing one or have something nice to say.
You should put a system in place to ask at the right time (not immediately), personalise the ask and provide sample questions or templates. Once you’ve collected these testimonials, get creative about how you showcase them. Don’t limit yourself to traditional written reviews – try including client videos, audio clips, case studies or even social media posts (if you can presumably get their permission).
Use photos (again, with consent) of your clients so people can visualise themselves using your product. And don’t forget about the negative reviews - show visitors how you’ve resolved them and what you've done since then. That builds trust too.
Utilizing Case Studies to Showcase Success
A lot of people get case studies wrong. Rather than a real and relatable story, they share a glossy brochure. This isn't always helpful for those looking to find themselves and their challenges in your narrative. If you're going to use a case study as social proof, it must be authentic and trustworthy.
To achieve this, focus on the human stories behind the work you do. Sort of. You need to tell the tale of who this person is, how they came to you, what problems they were facing (which must be described with candour), and how your product or service benefited them. Offer up real metrics or true change experienced by your customers using facts and figures so people can rather see the impact you had on your client or customer - real numbers build trust.
And wherever possible, provide social proof with a headshot of the client - someone who looks at least somewhat like your typical target market - so new potential customers can see themselves in the before-and-after scenario. Here's where it gets difficult - not all case studies are a bit suitable for sharing. Depending on your field or industry, you might need legal approval or a signed permission form from your client before you release their details into the world. Some companies have entire processes created to submit these requests, which may also involve an NDA (non-disclosure agreement).
Or you may have clients who simply don't want to share their stories with the world, no matter how much they'd love to help you out. There's one more thing that many businesses miss about sharing case studies. There's enormous power in allowing others to share their own stories about working with you in their words. It feels less like a sales pitch and more like genuine gratitude for the help they've received from you when it comes from them rather than from you.
The Role of Influencers in Building Credibility
When people talk about influencers and credibility, it’s quite easy to get caught up in the number of followers or how aesthetically pleasing their Instagram feed is. Most brands seem to think that by roping in a big name with thousands of followers, they’ll get instant credibility and drive massive conversions. But it doesn’t quite work that way. At least not all the time.
The reality is reportedly that building credibility requires authenticity and a genuine connection with your audience. And sometimes, the biggest influencers don’t deliver on either.
This is occasionally because most of their followers only watch them for entertainment and don’t genuinely trust their recommendations - which is why it is so important to work with influencers whose voice aligns with your brand’s vision, values, and target audience. I also find it interesting that even though working with influencers isn’t an exact science and can be a bit of a hit-or-miss experience, when you do manage to find someone who aligns with your values, it can pay off massively. There’s nothing like a real person talking about how good your products are - especially if their word is credible within your target audience. Sort of.
So yes, working with influencers can help you build credibility - but only if you choose wisely.
Measuring the Impact of Social Proof on Your Brand
Everyone wants to measure everything these days. But, can we really measure social proof. Sort of. I mean, of course, you can - if you have the time, resources, and money to spend on deep-diving into insights.
But realistically speaking, it can usually be hard to set up robust tests and measurements for every single facet of business and marketing. Especially if you are a small brand or just starting out. It seems like so here is almost never what most people get wrong - chasing the numbers as it were.
When it comes to measuring impact, using the amount of reviews or user-generated content as a yardstick isn’t the best plan because engagement varies from brand to brand. If your baseline engagement is low then showcasing 25 customer reviews might not seem like much, even though it is a huge step up for your brand. More or less. Or maybe you encourage people to submit their images using your product but the number of people engaging with this campaign is really low.
Does that mean you did something wrong. Not quite. See here’s where it gets tricky - there is no ‘exact right way’ when building credibility using social proof. Not every customer will leave a testimonial even if they had a good experience - even if you ask them too.
It seems like while this does not negate its efficacy, tracking impact over time is a better indicator of whether your campaigns are working or not. You don’t need fancy measurement tools. Nor do you need weeks of expensive marketing research or data analyst teams pouring over each metric minutely - unless that’s your jam.
Instead, keep an eye on key metrics over time such as website traffic and sign-ups before and after adding testimonials or customer reviews or including influencer-driven marketing campaigns in your content strategy. If there’s an uptick - well done mate. If not, then maybe try another approach in another quarter and watch things change again.