is prominent in ambiguous social situations where people are unable to determine the appropriate mode of behaviour, and is driven by the assumption that surrounding people possess more knowledge about the situation.”
In other words if other people are doing something, that’s validation that I should be doing it.
Whilst not a new concept it is becoming increasingly important in a world with fewer human touch points and online sales and marketing.
Types of social proof in marketing
User social proof: Testimonials, case studies and reviews can all be powerful
Expert social proof: Approval from a credible expert. Maybe fusion database a scientist, industry blogger or mention in the press
Celebrity endorsements: Approval or endorsements, especially those that are unpaid
Word of mouth: Recommendations from friends, families and peers
Types of social proof in marketing
Testimonials: Testimonials from customers about your product or service. This may be why they used your business or the results they have achieved. Written testimonials are fine but you can take these to the next level with a video testimonial
Case studies: Demonstrating the problem, solution and results other similar customers got from your product or service
Social media mentions: Mentions on social media websites from third parties. Taking this a step further you could embed Twitter feeds of your brand mention into your website or marketing collateral