Social Proof Definition

social proof definition

What is Social Proof?

Social proof definition: social proof is a psychological concept that suggests people will “follow the lead” of others when trying to decide a course of action.

Social proof is an important part of marketing as it can help to influence consumer’s decision making by providing them with “evidence” of other people using a product or service.

This evidence can be presented in a number of different ways, including:

  • Brand advocacy
  • Testimonials
  • Celebrity endorsements
  • Expert endorsements
  • Influencer posts
  • Customer (or company) milestones
  • Word-of-mouth marketing

Social proof was first outlined in Robert Cialdini’s book Influence.


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