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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Popularity of the term Social Proof

Concept related to Social Proof

• Brand advocate
• Employee advocate
• Word-of-mouth

Additional resources about Social Proof

• How To Use the Psychology Of Social Proof To Your Advantage
• Social Proof: What It Is, Why It Works and How to Use It
• Social Proof: Your Key to More Magnetic Marketing