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Social Proof in Marketing: The Psychology Behind It

Well, it doesn’t matter from where you belong – before you place an order or book a reservation or even visit a place, the first thing consciously and unconsciously you look for is reviews! The testimonials or the experiences of real people who bought a similar product or visited the same place.

Ask yourself, have you ever booked a ticket or purchased by reading the recommendation from somebody else?

Wait! If you nodded in affirmation, then you’ve also been influenced by social proof and which shows the reason why social proof marketing is an excellent marketing tactic for businesses. Think! Why do big brands like Apple, Dominos, Nike, etc. have a large customer base? Think what made you spend on such brands – Positive social proof or Promotional brand copy?

Similarly, how can you positively influence the customer’s decision over your competitors – You have your answer right there!


But, how can you use genuine recommendations from a real person to generate more sales for your brand?

Keep reading! You will get your answer right here.

Through this blog, you will understand the basics of social proof as a concept. So that at the end of this article, you’ll be well-armed with the basics of nailing social proof marketing.


Simply put, Social media marketing is generating sales by converting consumer’s decisions in favor of a brand through genuine reviews from a real person which can be through many forms such as celebrity endorsements, business credentials, and social media shares but the best and the most proven form is a customer review. Today, 92% of buyers read reviews and recommendations before making a purchase. This statement proves why today companies are putting more effort into earning a review. It is also the reason why brands show active users, subscribers, reviewers, number of collaborations/clients, and more on their website – to stay relevant and trustworthy in the competition.

In the modern-day marketing and ‘interned-paced’ world, genuine review and customer recommendation are the engines of a business that hides the power of generating sales and promoting the brand in a competition-filled industry.

Related: 50+ real examples of social proof


Let’s think!

When you shop at a store, you generally touch and feel the product to confirm the quality, and to build trust. But, when you are shopping online things get complicated. You can neither touch the shirt nor try to know the fit and quality. This is where you rely on genuine consumer reviews who have already tried the product.

In today’s digital era where the number of cell-phones exceeds the number of people staying in a home, trusting a genuine review in any form helps the brand build trust and create a digital presence. Before buying a product, before visiting a restaurant, or before booking a trip, we scroll the digital space not just for information but also for relevant reviews and recommendations. Not just before. 50% of shoppers admitted that they check reviews while shopping at a store for a better understanding.

Now you know, why that review or that business credential is quintessential for your brand to build a trustworthy digital presence.


The what’s and why’s already stress over the importance of including social proof in marketing strategies but let’s take a closer look at the benefits of using social-proof marketing.

Build trust and credibility

A word of mouth creates more confidence than an advertising pamphlet. Similarly, a real customer’s words create much more trust, reliability, and a loyal customer base than a fancy marketing brand copy.

Generate sales

Businesses use social proof marketing to persuade potential customers to buy their products or services. It entails capitalizing on the influence of previous customers who have already made a purchase and are pleased with the product or service. This can be done through customer testimonials, case studies, or social media posts. Businesses can build trust and credibility with their audience by showcasing positive experiences of others, leading to higher conversion rates & sales.

Build digital brand presence

A better customer base and generated sales lead a brand to build a thriving digital presence which also positively influence customers decision with a robust social-proof validation. What, why, is fine but if you are still wondering – WHO SHOULD USE SOCIAL PROOF MARKETING

It’s a simple formula,


Any brand that wants to create a buzz on digital media through generated sales should invest its resources for social proof marketing! But, it does not only stops there. Many others can also enjoy the benefit from social proof marketing, such as –

E-commerce and SaaS product owners

Even if you have the best user experience, content, and products, but still the traffic you attract does not convert into your audience, then it’s time you try social proof marketing. It will not only help your brand build trust, but it will also create a better digital presence and generate commendable sales by converting your target audience into potential buyers.


If you are tired of investing in ads that fail to generate content sales and if you are losing your customers to your competitors even after having the best product, then social proof marketing will help you catch the attention of potential customers and convert in onto a thriving sale and better brand image.


Are you looking forward to improving your client’s digital brand image through the campaigns but struggling with the desired results? If so, social proof marketing tools are your best go-to solution. These marketing tools won’t only make a strong digital presence for your client but will also generate better sales in the market.

If you are any one of the above or if you simply want to learn social proof marketing, the next blog “SOCIAL-PROOF MARKETING 101 – PART 2” will guide you through the tools, tricks, and real-life social proof examples to generate a profitable sale and build your loyal customer base.

Krunal Vaghasiya
Krunal Vaghasiya
Krunal Vaghasiya is a marketing tech expert who boosts e-commerce conversion rates with automated social proof and FOMO strategies. He loves to keep posting insightful posts on online marketing software, marketing automations, and improving conversion rates.

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