What is social proof?

We tend to look to others to guide what we should think and do.

Did you stand up and give a standing ovation just because other people were?

Or maybe you checked a Yelp review to see if a restaurant was good?

If so, you probably were affected by social proof.

Social proof is a term popularized by Robert Cialdini. He wrote:

"social proof is most powerful for those who feel unfamiliar or unsure in a specific situation and who, consequently, must look outside of themselves for evidence of how best to behave there"

In other words - at time we look to others to see what we should think or do. At it's simplest, social proof is a type of conformity.

Marketing and social proof

Marketers love to use social proof to influence us!

Here's a useful set of categories for types of social proof from this article which I'm sure you'll recognize:

Social proof from customers and users

e.g. the customer product reviews such as on Amazon

Social proof from friends and family

e.g. your sister recommending you a product

Social proof from crowds

e.g. someone has thousands or millions of social media followers

Social proof from celebrities and influencers

e.g. a pop star wearing a particular shirt

Social proof from experts

e.g. a dentist endorsing a type of toothbrush

Social proof from certifications and education

e.g. things noted on an executive's LinkedIn profile

Want to go deeper?

📖 Robert Cialdini's Influence book is a modern classic on social proof and much more

🔖 This is a great guide on how to use social proof in marketing

😂 Please recommend my newsletter so I can add some social proof!

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