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Social Proof: What It Is and How to Use It in 2024 (With Examples)

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Crafting a well-designed web copy and applying the best content marketing strategies are not enough to drive sales. You will need social proof to attract people and drive sales.

By social proof definition, it is the procedure through which people follow and copy others’ actions to make the correct decisions.

It helps people to act based on the other’s recommendation and testimonials.

A website that uses customer reviews and testimonials can drive more sales than one that relies on web copy optimization. Take the example of Amazon, which provides customer reviews to users to help them understand their platform.

These reviews help other customers decide whether they should buy the product or skip it based on the good or bad experiences of the actual users.

There are a lot of ways to boost your business with this strategy. Let’s start with the basics!

What Is Social Proof

Six Principles of Persuasion writer Robert Cialdini invented the word “Social Proof.” By Social proof definition, think of it as a procedure through which people follow and copy others’ actions to make the right decisions. The procedure must be based on the idea of social influencing.

When you browse any brand’s landing page, there is an expert testimonials section, which is social proof.

Take the example of someone who does not know how to act in a public gathering. He asks around, takes clues about that event, and gathers information from people. From taking clues to asking around, all is social proof.

If someone is going to the Gala event, observing their surroundings helps fit them in that environment. It also helps them to know how they should act there. It is also a social proof.

In marketing, people follow a similar idea of social proof while shopping and look for recommendations about specific items through reviews. It helps them know something about the product they want to purchase.

While scrolling the pricing page, if you see the brand or industry that has provided the payment screenshots, this also counts as social proof. Social proofs in marketing include reviews, media coverage, and existing customers.

If you still don’t know what social proof is and how it is helping the market to expand their business, then read the next topics to know how brands are improving their reputation through social proof.

Why Is Social Proof Important

After knowing the social proof meaning, your next question will be how it improves the market. Social proof plays an essential and incredible part in improving brands and their online reputation.

  • According to Nielsen, 92% of customers recommend online brands to their friends and families if they like them. If a brand has good social proof, it will help the customers believe in their reputation and products.
  • 88% of shoppers read online reviews and recommendations before purchasing any product or item. They believe in reviews; if reviews tell them the product is not good, they leave it. On the other hand, if the reviews seem good, they purchase the items. It means they rely on reviews to make purchases.
  • 90% of Americans ask their friends and family for reviews and recommendations before purchasing. If any friend or family suggests the product is not good enough, they decide not to purchase it. It shows how much they believe in reviews and recommendations.

Simply put, social proof brings in more sales for brands and companies.

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How to Use Social Proof in Marketing

Many ways can show you how social proof examples are helping brands and companies build their reputation. Making happy and returning customers can only happen with social proof.

Here are a few simple ways to know how to use social proof examples in marketing:

  1. Case Studies

    One of the greatest ways to publicize your happy customers is by writing and showing a case study about the customers’ experience. Reach out to regular and random customers who have purchased from your brands.

    Ask them to share their experience with you to help others with brand products. Reach out to people and ask them if they are willing to share their thoughts and experiences in a case study about the brand products.

    The deep analysis will let you know how unique and well your services are with your customers. So, ensure authentic participation, which is a key of this case study.

    You can showcase your study online in many ways to help people know your brand reputation and customer reviews. Provide PDFs or host them on a blog, whatever you like.

  2. Reviews and Testimonials

    Reviews and Testimonials
    Reviews and Testimonials Example

    When your business gets a lot of reviews and testimonials, why shy and not share them on social media platforms? Customer reviews about your brand and products are living social proof.

    Rating your channel and reviews builds your brand reputation, so share them on other social media platforms to show people what your customers think about the brand. For example, it is a tweet made by the customer on the TechRadar Leadpages:

    “There’s a lot to like about Leadpages. It’s easy to use, produces great results, and is reasonably priced.” Sharing reviews like this helps visitors to know your brand.

  3. Accolades and Awards

    If the business has won awards or notable achievements, use them to show your brand’s existence and great reputation on social media platforms. There are many simple ways to showcase your rewards and accolades to attract people.

    The more rewards you will have, the more badges you will get for your brand, like in the image above from the Social Champ homepage. You can show those rewards on the website’s homepage to inform people about your brand’s excellent engagement and performance.

    Accolades and Award.jpg
    Accolades and Awards
  4. Existing Clients and Customers

    If you have worked with big brands or companies, that will also be a positive way to showcase your work quality and performance. If a big brand like Google endorses your company, it can boost sales by many folds.

    There are various social proof marketing examples of showcasing the big brands by the small companies, which lead them to be bigger later.

    The names you see in the image are the biggest brands in history. It shows the social proof of these brands. Biteable also has a similar showcase on its homepage. These are clear social proof examples showing existing customers and clients.

    Existing Clients and Customers
    Existing Clients and Customers
  5. User-Generated Content

    Sharing user-generated content on your official brand website will show happy customers. Instagram is the best and perfect platform to showcase user-generated content.

    Create a popular hashtag, add it to your website or Instagram bio, and attract visitors and followers to get a chance to review your products. You can follow this strategy on any platform to attract people and show your happy customers.

    Instagram is the best choice for using this strategy because it’s the most popular social media platform right now.

  6. Integrations

    Integrations play a crucial role in showcasing social proof for products and services. When a product seamlessly integrates with other popular tools or platforms, it demonstrates its reliability and compatibility. This can boost trust and confidence among potential customers as they see that others are successfully using the product within their existing workflows.

    These integrations essentially serve as real-world examples of the product’s effectiveness, helping to establish it as a trusted choice in the market.

  7. Influencer Marketing

    Influencer marketing is one of the best examples of social proof. When influencers endorse a product or service, their followers see it as a trustworthy recommendation, creating a sense of social proof. People tend to make decisions based on the opinions of influencers they follow. This can be a powerful tool, as it leverages the influencer’s credibility to build trust and credibility for the product or service being promoted, ultimately driving sales and brand recognition.

    They love doing this to know what influencers wear, use, and love. Influencer marketing is the best way to attract customers and bring them to your website. It is another great example of social proof.

  8. Customer Base

    Showing off your customer base as a social proof can be quite beneficial for a B2C brand. It shows that you are reliable, and many people trust you. It essentially shows how many people have used your services and what your retention rate is

    It shows that you have been doing and expanding the seasonal business for many years. It helps people know what type of services you offer and how many customers you have daily.

    Here is an example of an Amazon customer bio, in which they show how many customers visit them daily and how many are purchasing items from their stores:

    Customer Base
    Customer Base Example (Source)

    Similarly, Udacity’s homepage shows that they have more than 100,000 creators who host online courses. Through these courses, they generate almost $1 billion in revenue annually.

  9. Customer Love

    Nothing is better than sharing your customers’ love and kind words on social platforms. This love and kindness can be in the form of reviews or recommendations.

    Customer review is a simple method of grabbing people’s attention on social media. Here is the tweet of the customer showing her love for the parcel she received:

    Customer Love
    Customer Love Example

    It is the perfect example of how you should promote and show your brand to your customers and other people.

Which Types of Social Proof Work Best

As a business person, you will notice that social proof greatly impacts marketing and businesses. The type of social proof that will be popular and impact your business depends on your products.

Social proof advertising highly depends on your brand’s marketing strategies and products. Here are some statistics showing what social proofs work best in marketing.

The best type of social proof helps you build your brand reputation and attract customers.

  • Placing business logos on the official website will increase the conversion rate by 400%, according to Voices.com.
  • Almost 88% of customers are likely to read the reviews and recommendations of other customers on the official website before making purchases
  • Influencer marketing is one of the greatest and most impactful social proofs. It helps with faster growth of the customer acquisition channel.
  • 90% of consumers say customer ratings and reviews have the biggest impact on purchasing decisions, according to emplifi.io. Most consumers like to purchase items from famous brands with a good reputation among people.
  • 9 out of 10 customers read reviews before making a purchase.
  • Make the official website attractive and interesting. After reading the reviews, the next step for potential consumers is to visit the official website of the brand or company.

All social proof strategies play their roles in building the brand’s reputation. Still, those mentioned above are necessary to grow your brand.

Related Article: Facebook Algorithm: Tips for Getting Your Content Noticed in 2023

20 Amazing Social Proof Examples

You have learned about social proof, its types, and how it can help in marketing. It’s time for some practical examples that help you understand how powerful it can be for marketing. The various examples of social proof are as follows:

  1. Patagonia

    Patagonia is a US-based brand mainly focused on environment-friendly products. The Fair Trade Certified tag on their X (formally Twitter) is a solid example of social proof. Their product certification increases the buyer’s trust and helps marketing to the targeted audience looking for certified fleece.

    Patagonia
    Patagonia
  2. Wufoo

    Wufoo is a cloud-based form generator that makes creating the survey, registration, payment, and contact forms easy. The brand shows its customer base on the homepage to inform people about big brands that use their services.

    They use the world’s best brands to impress visitors. It helps them grab the consumers’ attention and build trust when they visit their website.

    Wufoo
    Wufoo
  3. Fitbit

    Fitbits is a company that lets the health and tech industries show their product’s quality. You can see that quality results in the “Buzz” section.

    Doing this adds much weight to Fitbit’s success because many publications do the same thing. So, that is why Fitbits is the most well-known and most famous fitness tracker company worldwide.

    Fitbit
    Fitbit
  4. 2U

    2U is a SaaS Educational Company that lets the users lead the gravitas to the homepages of the official websites. Highlight the press mentions in the command authority of your website and let the visitors know the importance of your brand in the press.

    2U
    2U
  5. Cristiano Ronaldo

    Cristiano Ronaldo is a household name among football fans. Besides his football career, he has partnerships with several brands. During the Euro 2020 press conference, Ronaldo removed Coca-Cola bottles from the press table, resulting in a 4 billion market value drop for the company.

    He has listed the brands he works with on his website homepage. It ultimately affects the brand growth and contributes towards social proof.

    Cristiano Ronaldo
    Cristiano Ronaldo
  6. Van Damme

    Here, Volvo uses celebrity factors to market its trucks (it’s something different that most marketing campaigns use). They chose the wow factor of Jean-Claude Van Damme to carry out the infamous reverse split. This commercial gained viewership and reached 117 million views worldwide.

  7. Frank Body

    Frank Body focused on UGC to gain hype and customers on social media platforms. The brand encouraged its customers to use hashtags like #thefrankeffect and #letsbefrank. It resulted in over 100,000 customers sharing their images with the hashtags, and the company generated $20 million in sales.

    Frank Body
    Frank Body
  8. Manuka Doctor

    Manuka Doctor is a popular honey brand that gained a peak reputation when Kourtney Kardashian discussed it in a Broad City episode. Now, Kourtney Kardashian is a brand ambassador for the Monuka Doctor. This proof shows that a celebrity endorsement can increase the business many folds.

    Manuka Doctor
    Manuka Doctor
  9. Wix

    Another social proof example is Wix. It creates the commercials and uses Heidi Klum as a celebrity social proof. It works in two ways: demonstrating Wix’s pitch (how easy it is to use for a non-technical person) and adding catchy names to the businesses.

  10. Google Reviews

    Ratings on Google reviews can help customers understand how good a business is doing in their area. Customers can make the decision of buying services from the business based on the rating.

  11. IMDb

    IMDb helps people find out what others think about movies before they decide to watch them. Users check out reviews and use them to decide if they want to see the movie. Because of this, IMDb is one of the most popular websites for movie reviews, with 250 million visitors every month.

    IMDb
    IMDb
  12. Amazon

    Recommendations on Amazon and their customer reviews are the perfect example of using social proof strategies to increase sales. They provide a breakdown of their ratings, which helps the users know the happy and unhappy customers.

    Amazon
    Amazon
  13. G2

    G2 is a famous platform due to its social proof strategies. The software reviews and recommendations let consumers decide which software to install.

    Using reviews from real users with verified LinkedIn profiles and information is a smart way to boost the business.

    G2
    G2 
  14. Slack

    Slack has a large customer base, including big names like Fox and IBM. It provides customer stories on the homepage for visitors.  It helps the consumers to read the entire story behind the products and how they found Slack useful. This social proof helps consumers decide how Slack can help run their business or team.

    Slack
    Slack
  15. GetQuip

    Toothbrush maker GetQuip’s website has a dedicated section showing user reviews. This review section also has a tab where dental experts have left testimonials for the company. This social proof signals the buyers that Quip brushes are up to the standard and also recommended by the experts.

    GetQuip
    GetQuip
  16. Netflix

    Netflix is a popular application that allows consumers to see what is trending and newly released. It suggests the latest series and movies according to their trend. This social proof example helps people stay updated about the latest movies and series.

    Netflix
    Netflix
  17. Well Before

    Well Before uses the “featured on” section on its website to show the credibility and trust of the people in its products. The following image shows that their product is trusted and featured by Markets Insider, MarketWatch, StreetInsider.com, and Fox 40. Social proof from high-profile sources makes the buyers purchase more trustfully.

    Well Before
    Well Before

  18. Facebook

    Facebook is a popular platform that suggests and tells people about their friends. You will be notified about whom your friends interact on social media. It is a social proof to inform people about their friends and family.

  19. Eventbrite

    Eventbrite is the platform that helps you know which of your friends are attending the same event as you. The share button also allows consumers to share their location and the event they will attend. It helps people decide whether they should join an event or ignore it.

    Eventbrite
    Eventbrite
  20. Stitch Fix

    Stitch is a platform that hires new customers for shopping services by referrals from friends and family. It offers a $20 referral bonus, and as a result, it gets customer recommendations on its products.

    Stitch Fix
    Stitch Fix

Related Article: 15+ Popular Social Media Apps & Networking Sites in 2023

Conclusion

Understanding and utilizing social proof can significantly impact your brand’s success in attracting and retaining customers. As a brand owner, capturing the attention of visitors and customers is crucial, and social proof provides a powerful tool to achieve this.

The social proof involves people replicating the actions of others to make informed decisions. Utilizing AI sentiment analysis by Champ AI Suite can help businesses identify customer sentiments. It helps determine the right strategies and identify the customer needs to drive more business.

Social proof is a powerful tool for building trust, increasing conversions, and establishing your brand as a reputable and reliable choice in the eyes of consumers.

Frequently Asked Questions

1. What Are the Examples of the Social Proof Section?

Examples of social proof include online reviews, customer testimonials, celebrity endorsements, social media shares, and case studies. These social proofs collectively demonstrate the excellence of your business performance.

2. What Is the Rule of Social Proof?

According to social proof, it becomes more acceptable when more people appreciate and like an idea. Therefore, social proof can benefit the brands when more people like them.

3. Where Do You Put Social Proof?

There are so many ways to add social proof. Some of them are as follows:
Case studies, On your blogs, In the sidebar, On the home page, Landing page hero section, Signup form.

4. How Powerful Is Social Proof?

Social proof plays an excellent role in the marketing industry. It helps businesses to generate more revenue and conversions. It influences the customers to buy products, follow trends, and act based on other’s experiences and testimonials.

5. What Are the Negative Impacts of Social Proof?

Following incorrect social proof strategies can cause several problems, affecting the website bounce rate and damaging the brand’s reputation. Following the negative social proofs can lead the readers in the wrong direction and send them the wrong impact on your business.
Picture of Wasla Zainab

Wasla Zainab

Hi, there. I am a part of #ChampFam as a Junior Content Writer. My academic background introduces me as an engineer, but I prefer to write aesthetic poetries in the moonlight. Apart from writing, I love to put forward my opinions on public forums. Literary fiction with a cup of tea is the best I can do. You can ping me at [email protected].

Social Proof: What It Is and How to Use It in 2024 (With Examples)

Picture of Wasla Zainab

Wasla Zainab

Hi, there. I am a part of #ChampFam as a Junior Content Writer. My academic background introduces me as an engineer, but I prefer to write aesthetic poetries in the moonlight. Apart from writing, I love to put forward my opinions on public forums. Literary fiction with a cup of tea is the best I can do. You can ping me at [email protected].

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